January 20, 2017 MediaStruction

Media Trends To Watch This Week

Here are the items from the perpetually evolving advertising world that caught our eye this week…
Just this week I met with a CMO who said his preference was to conduct many small, speedy trials and risk failure than to methodically and slowly launch large initiatives. I’ve met CMOs whose philosophies and cultures run the range of that gamut. That’s why I read with interest Google evangelist Ainash Kaushik’s comments on the benefits of failure, going so far as to encourage a quarterly failure report. “If your tests are always successful, you’re probably not testing often enough or aggressively enough,” he said.
Nielsen, having been for many years the unofficial ratings provider monopoly, has in recent past experienced some competitive heat from Rentrak. Rentrak offers TV ratings to media agencies, with the viewing measured passively by whatever content is streaming from set-top boxes. Rentrak has much, much more set-top box data, since it pulls from thousands of cable boxes. Nielsen’s methodology is more tied to consumer panels self-reporting viewing habits. The problem is, since there isn’t an actual person self-identifying on the Rentrak set-top box, it’s a bit of an assumption to understand how particular demographics are measured. With Rentrak, we know a certain number of households were watching “Empire” but we’re making some assumptions, based on offline data, about which members of the household are watching “Empire.” All that said, the assumptions were worthwhile since Rentrak data stems from thousands of more households than the panels Nielsen represents. But this week Nielsen announced a multi-year partnerships with AT&T and DirectTV to fuse its passive set-top data with Nielsen’s own panel data, combining scaled set-top data with more granular self-reported panel data. This should make for a much more robust TV viewing measurement from Nielsen. Stay tuned.
In case you aren’t convinced consumers are addicted, read this: Women 18+ spend over 6 hours weekly on social media, on average. And a lot of that is while watching TV.
With increased cord cutting and successful experimentation of streaming sports, Fox has decided it will sell digital-only Super Bowl spots. Remember the days when marketers could negotiate web exposure as added value to linear TV? Not anymore. Guess how much. Here’s a hint: It’s more than almost all regular prime-time programming on Fox, In another first, Hyundai has ambitious live-video plans for Super Bowl LI. From the director of Deepwater Horizon and Lone Survivor, a documentary-style video will be filmed, edited and produced during the game. The result will be a 90-second spot, which will run in the post-gun slot, the first spot at the end of the game.
A data audit is a bit analogous to that kitchen junk drawer, housing all the miniature life-essential items, crucial for one moment in the year. Only the drawer is a mess and necessitates a memory mind-game to find that roll of stamps underneath the playing cards. That’s a bit what it’s like finding and organizing a brand’s data, often stored by different teams, under different naming conventions and different KPIs. Painful, but necessary. It’s January, what better time to get organized?


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