Categories: Data Trends || Posted on: April 25, 2012
As TV and video continue to come together, the glaring void in completing the loop is unified metrics. Two-thirds (64%) of agencies and brands surveyed in the State of the Video Industry Report, feel it’s of key importance to the growth of our industry. Another signal that demand for “TVideo” metrics is growing?
Categories: Data Trends || Posted on: April 18, 2012
Given the choice of with which medium online video should be most aligned – TV, online display or “other,” the majority of brands, agency, ad networks and DSPs surveyed, chose TV over display. An 11 percent minority is still unsure whether online video represents a new medium entirely, but even fewer respondents suggested that online video might be a replacement for TV.
Nearly two thirds of respondents across the industry (62 percent) said that their use of online video is more likely to be a complement to TV rather than a replacement for TV (10 percent), and respondents to the latter have diminished from last Fall’s query. Some 28 percent say the medium is “neither” a complement nor a replacement, implying that it stands alone.
Categories: Industry News || Posted on: March 7, 2012
Recently, Dave Morgan, CEO and founder of New York-based Simulmedia, contributed an article toAdAge about the growing reach problem in TV advertising. It was an excellent article that highlights the way in which audience fragmentation is exacerbating the inefficiencies of traditional TV buying strategies. Most pointedly captured in the eye-opening statistic that ’20% of target viewers who are heavy TV viewers now receive 60% to 80% of most national TV campaign ratings’. Morgan’s solve for this ‘frequency imbalance’ is the utilization of TV’s ‘long tail’ (i.e. smaller rated shows & niche networks) to capture light to moderate viewing segments.
As a counterpoint to the above strategy, recent Nielsen research suggests that light TV viewers are the heaviest consumers of online video (& vice verse). Consequently, a potentially more elegant approach to reach under-represented TV prospects is the utilization of online video to literally ‘fill in the gaps’ of a TV schedule.
Categories: Industry News || Posted on: February 17, 2012
We don’t use travel agents to book flights anymore, we can do all of our banking digitally, there’s no need for record stores since our music is just a mouse click away and our friends all stay in touch through social networks. Virtually every facet of life has experienced a transformation from an old, manual process to a newer, more automated way. If we value the conveniences offered and the capabilities afforded to us by self-service and automation, why are we still trading advertising like it’s the 1960s?
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