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»TV Buying

Magna: Marketers Are Getting Priced Out By Skyrocketing TV Ad Rates

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... Continue reading »
by Alison Weissbrot // December 9th, 2019 //
»
Facebook Makes Big Pitch To Woo TV Buyers

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... Continue reading »
by Allison Schiff // February 26th, 2019 //
»
Forrester On Addressable TV: ‘It’s Not Just Experimentation, It’s Real This Time – Thank God’

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... Continue reading »
by Allison Schiff // May 16th, 2018 //
»
The Benefits Of Audience Targeting On Linear Are Still Unproven, TV Buyers Say

  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... Continue reading »
by Alison Weissbrot // January 19th, 2017 //
»

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