May 25, 2017 MediaStruction

THINGS TO KNOW IN MEDIA – May 26, 2017

Upfront is Up
It’s that time of year – the television upfront market. The “Upfront” is a group of gatherings at the start of the TV networks’ sales season, allowing advertisers to purchase inventory before TV programs air. In fact, most often before they’ve even been green-lighted to air more than a few episodes. Any many, many of them don’t make it. So buyers negotiate on CPM, rather than on specific programming, although they are wooed to bid on a network because of its splashy programming being presented at the Upfront. That and the splashy bands, food and booze, In the recent past, Upfront purchasing was down, in favor of “scatter,” which is that leftover inventory that wasn’t promised in the beginning of the Upfront period. But this year upfront spending is up slightly and scatter down quite a bit.As one marketer was quoted, “I’ve tried to kill my TV advertising spending for years – but the damn thing keeps working!”
Community Policing of 2 Billion
Interesting article critiquing Facebook’s community policing. The author makes the case that Facebook has been “winging it,” responding to violent or otherwise inappropriate content without guiding principals – working it out on a case by case basis. I get the criticism, which is applicable to many other societal organizations.The challenge becomes, how do you create guiding principals in a community of 2 billion? We can’t even seem to agree within one political party; one neighborhood; one gender. I would argue that establishing a guiding principal may be more appropriate for a political party than for a content aggregator.
Google Launches Free Attribution Tool
Google launches free attribution tool, Google Attribution, meant to kick last-click measurement to the curb. Most marketers have relied on the last touchpoint to credit the sale. Or they develop a fractional attribution rule that provides weight to each touchpoint. Now there are models to leverage algorithms to understand the relative contribution of touchpoints. And Google has jumped into the game, although the full extent of its capabilities will be seen when it’s out of beta. But, here’s the thing, it’s only for GoogleLand, so it’s also meant to keep marketers in the Google ecosystem. Beside the fact that there’s a whole world outside of Google, some marketers are worried about the same entity providing inventory and measurement.
Internet Fraud Down YOY
More good news in the digital world. The Association of National Advertisers¬†released a report saying that ad fraud decreased YOY, about 10%. Moreover, safe guards put into place by many programmatic partners are working. One key takeaway – digital theft has seasonality. When website traffic skyrockets in November and December, and publishers struggle to meet demand, fraudsters can make bank. They do that by supplying cash-out sites, websites full of ads and fake content, to legitimate publishers. Another tip: mobile fraud is a lot harder because the CPMs are lower and it’s challenging to get users to download apps. That said, at the end of the day, it’s getting more expensive to be a digital pirate.
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