
Why TV Ad Folks Should Learn Digital Skills — Now
December 18, 2018 10:37 pm Leave your thoughtsA must read article for ad sellers from Dave Morgan @ Simulmedia.
His projection: At least 50% Of TV ad jobs will be gone in 5 years.
A must read article for ad sellers from Dave Morgan @ Simulmedia.
His projection: At least 50% Of TV ad jobs will be gone in 5 years.
Share of impressions by length in Q3–2018 via Extreme Reach:
1) 30s — 55%
2) 15s — 41%
3) 6s — 2%
4) Other — 2%
Key findings from the Nielsen CMO (Chief Marketing Officer) report:
1) 79% plan on investing more in marketing analytics this year
2) 74% have little to no confidence that they have the right marketing technology in place
Importance of marketing and measurement technologies:
1) Reach and Frequency — 82%
2) Ad viewability — 73%
3) Data Management Platforms — 63%
The fragmentation of viewership across channels/screens is occurring faster than attribution tools can keep pace.
Viewership ↓ 7% compared to 2017.
How much will recent changes to Facebook’s newsfeed impact ad prices? The answer could be quite a bit.
The math. Wall Street believes that Facebook’s revenue will continue to rise even as average time spent dropped 5%. This could be accomplished by either increasing the ad load and/or raising the average CPM $.
Last week we wrote about second-by-second viewership analysis using ACR data. This week we are going to look at second-by-second analysis for attention using eye-tracking software.
Big brands such as McDonalds and Proctor and Gamble are demanding that their various agencies start to offer integrated marketing plans.
This is creating internal conflicts between the “old school” (creative) and “new school” (analytics).