Here are the items from the perpetually evolving advertising world that caught our eye this week….
Television networks are resistant to evolving to any sales model that provides transparency. The inefficient upfront, the use of fax and phones for orders, the hundreds of keystrokes involved from order to air, it’s all designed to build value for inventory. Does this announcement by ABC
to test programmatic for video mean there’s sufficient demand to force change? Or is this a “smoke and mirrors” solution designed to shut up those calling for efficiency?
shows that while most media buyers say
they want to buy connected-TV ads, very few actually know how
to accomplish that. Among reasons cited is that connected TV is “neither fish nor foul.” Its measurement falls squarely neither under TV ratings nor under digital impressions. Consider that 56% of broadband households now have at least one connected TV, and that, according to a recent Nielsen brand effect study from Hulu, 20% more online viewers recall ads than TV viewers do. With that said, we believe a simple random probability formula should help sell-through the powerful reach of a media plan with connected TV and over-the-air TV integrated.