Ad Leaders Say Multimedia Campaigns Must Focus On Client Outcomes
While issues such as attribution, addressability and automation remain challenging, multimedia spot television campaigns are still about relationships and results, leaders from E.W. Scripps, Graham Media, Nexstar, dentsu X and Compulse told a TVNewsCheck webinar last week.
Optimization And Segmentation Shine With Promise For Spot Ads
The emerging tools require much data harnessing, training and software improvements, among other issues, but the upside is enormous, industry leaders said at a TVNewsCheck webinar last week.
Measurement Woes Persist As Stations, Nielsen At Critical Juncture
Since the pandemic, many TV stations are facing measurement and under-delivery issues that they fear will only be compounded by Nielsen’s inclusion of BBO homes in October. While Nielsen is working to improve the sample, the uncertainty has some broadcasters turning to less Nielsen-reliant alternatives. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.
Spot TV Eyes ’21 Comeback, With Caveats
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.
Executives from E.W. Scripps, Amplifi USA, MagnaGlobal and Empower MediaMarketing to explore new categories, targeting opportunities and the industry’s progress toward automated selling in a panel at TVNewsCheck’s virtual TV2025 conference in October. Register here.
She most recently was director of revenue strategy for Scripps, supporting the sales strategy of the group’s 12 local TV markets in the Western United States.
