From Madison Avenue to Wacker Drive grumbles can be heard surrounding the importance or even the need for annual TV Upfronts. It seems every year we hear the same thing: “TV Upfronts need to change!” but here we are, another year later, talking about Upfronts again.
Should the term “cable cutting” pose fear for advertisers who traditionally utilize cable TV as their primary advertising channel? The answer for now is no. People aren’t watching less video, they are simply changing where and how they watch them. Video on Demand or VOD services such as Hulu, Xfinity, and cable apps have video advertising slots in 15-30-60 second timeslots just as they are on television, allowing for relatively simple cross channel integration.
For many years, cable subscribers have had to pay monthly fees to rent set-top boxes, which represent a significant revenue stream for the cable/satellite/telco TV industries. This is quickly changing due to pending FCC regulations that will rewrite the rulebook for those companies while also adding additional competition.
Know Before You Buy: 5 Ad Tech Trends That Small Agencies Should Embrace With Caution
by Meghan Grienenberger for Adotas
When you’re a small agency, you routinely work with limited resources, but clients still expect you to adopt the latest trends to achieve their goals.
As digital viewing continues to become more popular, cable networks have experienced fairly steady ratings declines. This post breaks down viewing trends and changes over the last several years.
Rentrak (NASDAQ: RENT), the leader in multiscreen media measurement serving the advertising, television and movie industries, today announced a multi-year StationView Essentials contract with Mediaocean’s MBuy, which will use Rentrak’s TV ratings currency in Chicago, Des Moines, Detroit, Grand Rapids, Indianapolis, Louisville, Milwaukee and St. Louis.
Marketers have long struggled to find a common measurement between television and digital. With the introduction of Nielsen Digital Ad Ratings, marketers are presented with a highly accurate method to identify and measure the true audiences exposed to online ad campaigns utilizing a combination of Nielsen panel data with aggregated, anonymous demographic data from online data providers.