Consumers today switch between screens and viewing interfaces to seamlessly view content. Now it’s time for advertisers to catch up to this convergence, so they can make ad experiences better – not worse, said Cadent CEO Doug Rozen.
Self-serve interfaces are old hat in the digital world. But they’re relatively new to TV buyers who struggle with the planning, buying and measurement of audience-based campaigns. Ampersand, the Comcast/Cox/Charter joint ad sales venture previously known as NCC Media, is trialing a self-serve version of the AND platform, its advanced TV planning interface that treats […]
TV viewership is now decreasing faster than linear TV inventory prices are increasing, according to Magna’s latest forecast. This shift is causing the TV networks’ revenues to slip. Global linear TV ad spend was down 4% year over year to $289 billion in 2019, according to Magna. This year for the first time, TV represented […]
Facebook wants that upfront money. On Tuesday, Facebook said it will start letting TV buyers purchase inventory in specific programs hosted on Watch. This offering, called Showcase, resembles an upfront buy, as the inventory will be priced against Nielsen-validated demos and sold in advance at fixed prices. This content includes programs like “Sorry For Your […]
This isn’t a test: Data-driven TV planning is finally having its moment. About 15-17% of advertisers in the US already regularly include addressable or advanced TV buys in their media plans, according to a joint Forrester/Association of National Advertisers survey of 126 ANA members released Wednesday. An additional 20-30% of advertisers plan to start dipping […]
TV buying is becoming more data-driven, even on the linear side. But buyers and sellers are questioning whether audience targeting works on the medium. “’Should TV be bought on an audience basis?’ is still an outstanding question,” Donna Speciale, president of ad sales at Turner, said Wednesday at AdExchanger’s Industry Preview conference in New […]
