Executives from NBC Spot On, Disney Advertising Sales, Publicis and Alphonso said attribution is getting better for both national and local spot TV with sectors like retails QSRs, auto, travel and beauty adopting it. The caveats: It’s still not as fast or scalable as digital, and new legislation may slow it down further.
In a disequilibrium that likely has not existed in the TV advertising marketplace since the early days of cable and syndicated TV, a group of industry executives met Friday to discuss the growing value of the connected TV (CTV) marketplace and concluded that it is dramatically undervalued in terms of advertising market share.
The Georgia Senate runoffs mean another political windfall is coming for the six markets in and around the state, adding to an already mind-blowing haul of more than $4 billion for the industry in the election year.
Mediaocean, the big media-buying software platform for U.S. media agencies, is automating local TV media-planning and media-buying tools, improving workflow to better compete with digital and other media platforms.
Tru Optik, a TransUnion company, and an identity resolution provider across OTT and connected TV (CTV), is partnering with SpringServe, an ad serving platform for OTT and CTV, to bring audience targeting, measurement and attribution to connected TV publishers and broadcasters using SpringServe’s management platform. CTV buyers and sellers using SpringServe’s platform will be able […]
Data connectivity platform LiveRamp and Kinetiq, a scalable solution to unify paid, earned and owned TV impressions at the household level, today announced a new partnership to streamline measurement of all TV ad exposures across traditionally siloed channels. Now, the companies say, “advertisers can finally capture a holistic view of their TV investments across all screens and […]
As the industry was still unsure when sports would return and TV production would resume, Ed Georger, EVP, advertising sales and digital media for Crown Media Family Networks, Hallmark Channel’s parent company, had a calming message for clients. “The one thing you can count on: They will not cancel Christmas.”
Matrix, the global ad sales platform built for media, is adding key roles and new hires across various departments. The company said this internal growth “strengthens Matrix’s ongoing global expansion, extending [its] customer footprint into all media sectors, and bolstering the product portfolio suite.” Matrix says it is positioned to accelerate development and deployment efforts, […]
Hudson MX, an advertising technology business providing media buying and media accounting solutions globally through a cloud-based SaaS platform, today named Sarah Lawson Johnston executive vice president, managing director of agency partnerships EMEA. An advertising technology pioneer who was with Mediaocean more than two decades, she joins Hudson MX after spending the last three years […]
Ad impressions delivered by connected TV grew by 55% in the third quarter compared to the prior year, according to ad and analytics company Innovid. In its fall 2020 U.S. Video Benchmarks Report, Innovid said the CTV’s share of video ad impressions jumped to 41% in the quarter from 33% a year ago.
A political windfall benefited station groups after COVID’s ravages, and there’s every reason to see political remaining healthy for many cycles to come. The reason? Leading local newscasts still have a close and coveted relationship with their loyal viewers.
Viamedia, the large, independent ad sales management company for local cable, OTT, streaming and video, is seeing a 200% increase in political revenue when it comes to its average revenue per subscriber versus that of 2016.
After several years of price declines for broadcast TV’s biggest shows, advertisers paid substantial increases for 30 seconds of airtime in many returning series in the 2020-21 season, according to Ad Age’s annual survey of media agencies. Of 80 returning series on the big four broadcast networks and The CW tracked by Ad Age, 38 saw the cost for a 30-second commercial increase and another 22 were flat compared with last year. Only 21 saw their price decrease.
The NFL tells Adweek it is “exploring” having a Super Bowl with around 20% capacity at Raymond James Stadium in Tampa, Fla.
Biden’s campaign will spend $51 million on television and digital advertising over the final week of the preelection sprint, according to data maintained by the nonpartisan firm Advertising Analytics. Outside groups are set to spend another $36 million on his behalf. Trump’s campaign has blocked off about half that amount.
Multimedia National Agency (MNA), a media management firm focused on national television, radio and cable sales, has named media veteran Bill Blake to spearhead its sales division as president of sales, reporting directly to CEO Jose Villafañe. “We are trying to build the best national organization in the media industry; Bill coming onboard reinforces that by leading our […]
Believing it’s never too early to start thinking about the upfront, Fox has launched an ad campaign aimed at media buyers and brand managers, and a web portal where clients can get information about upcoming schedules and programming. The campaign uses the theme “The Power Of Fox Is The Power To Break Through’” and informs clients that they can buy the company’s four verticals — entertainment, sports, news and the Tubi streaming services — or buy the entire portfolio.
With the pandemic’s duration uncertain, top ad buyers and sellers say some national clients are shifting buys to local, while per performance, automation and OTT sales are helping towards a recovery. Read the story and/or watch the full video above.
The U.S. advertising market trimmed its declines in the third quarter from the second quarter — down 5% year-over-year, according to Standard Media Index. The U.S. had seen a steep 32% drop in the second quarter due to the COVID-19 pandemic. Stronger results for the U.S. can be attributed to the increase in ad revenue from NBA and NHL sports TV programming rescheduled to the July-October period from the spring-season period. Digital advertising posted an 8% gain in the quarter.
Total national TV entertainment advertising sank 25% in September to $2.0 billion — mostly due to the lack of TV network primetime programming for the new TV season, according to MediaRadar. Major TV networks experienced massive TV production delays due to the COVID-19 pandemic, which in turn has pushed out many new TV shows and content launches for the 2020-21 TV season to start in November or later.
Philippe Krakowsky will take over next year as CEO of New York ad giant Interpublic Group, the latest of the world’s big marketing-services conglomerates to enact a succession plan as the industry grapples with seismic changes in the way its business is conducted.
The U.S. ad economy grew 2.7% in September, marking its second consecutive month of expansion since the effects of the COVID-19 pandemic sent it into decline in March. While the rate of expansion fell by half from August’s 5.9% growth, it nonetheless indicates sustained growth for the U.S. ad economy and affirms industry forecaster projections that the ad recession would bottom out during the second quarter and that ad spending would once again begin to expand in the third quarter.
COVID-19 accelerated long-term viewership changes and channeled ever-higher numbers toward streaming and toward leaner cable packages, but broadcast remains a reliable and flexible buy for advertisers.
Comcast’s ad tech company FreeWheel, said agencies spent a record $1.26 billion using the automated ePort platform to buy ads from local stations and rep firms during September. The total smashed the previous record of $936 million set in December 2019.
Wall Street analysts have turned extra bullish on digital media — especially social and connected TV (CTV) and streaming services — according to reports from equity research firms assessing the impact of the COVID-19 pandemic.
Depending on who is doing the talking, TV’s 2020 “upfront” market was absolutely horrendous or merely awful. Advance advertising commitments for the next year of TV could be down as much as 15% to 20%, according to six media executives and ad buyers familiar with parts of the industry’s annual negotiations for commercial support for its next programming cycle.
Multimedia National Agency (MNA), a new media management firm focused on national television, radio and cable sales, is designed to serve as an extension of a station’s sales team. It is built on dedicated teams of national sales managers and other experts who provide knowledge and information across sales, content, consumer insights and campaign analytics. […]
Television news networks will benefit from a U.S. presidential race that may not be decided on election night. At least two networks, Fox News Channel and NBC, are expecting or already seeing high demand for the week following election night. Fox News is also offering its major sponsors the option to extend their campaigns if election results are not in after that first week.
The total drop is pegged to lower political advertising, while the increase in core looks to come from growing sports gambling, improved auto and solid business from categories like legal and home improvement. That’s the consensus of station groups and industry watchers surveyed annually by TVNewsCheck.
Walt Disney Co. has sold TrueX Inc., an advertising-technology company it absorbed as part of its $71.3 billion acquisition of 21st Century Fox assets in 2019, to Gimbal, a company that provides location-based technology and ad services. Financial terms of the deal weren’t announced. Gimbal, the customer-facing name of PaeDae Inc., paid less than $100 million for TrueX, according to a person familiar with the matter.
The debates may give advertisers of all stripes something they have not had in some time — a massive TV audience tuning in to an event that is not related to sports. NBC, CBS and ABC have all sold out their commercial inventory around the first debate on Tuesday, according to people familiar with the matter — as has Fox News Channel.
In a world where we are all programmers with thousands of hours or shows available on demand with just a few clicks of our remotes, there is nothing quite like the power of a shared live TV moment. Whether it’s live footage from hurricanes, or protests or sports bubbles, it’s hard to forget those images that cause you to call or text a friend saying, “You have to put this on right now.”
Without a consistent measurement currency, viewers’ streaming ad experience is being impaired by the fragmented data reported back to advertisers. “We need Nielsen ratings or something of the equivalent manner to get people comfortable with a single measurement style,” says Newsy CEO Blake Sabatinelli.
Procter & Gamble, which spends millions to call attention to high-profile products like Crest, Tide and Pampers, said today it will negotiate directly with media outlets going forward — a move that is likely to take it out of typical “upfront” discussions that involve letting media-buying agencies utilize its ad spend for leverage in these annual talks between marketers and U.S. TV companies.
The U.S. advertising marketplace grew 5.9% in August — its first monthly year-over-year expansion since March, when the effects of the COVID-19 pandemic put the brakes on many forms of ad spending. The finding, based on a MediaPost analysis of Standard Media Index’s U.S. Ad Market Tracker, represents actual media-buying processed by the major ad agencies and brands, and may not be as representative of the long-tail marketplace of smaller advertisers and agencies.
Monthly U.S. ad spending pacing has improved consistently since the ad recession began earlier this year following the U.S. pandemic lockdown, but there was a slightly negative blip in August, according to a tracking study of ad executives’ “run rates,” compiled by Wall Street equity research firm Pivotal Research Group.