Digital Disruption and TV Ad Buying

It is predicted that by 2022, 62% of all media spend will be digital.   The traditional offline world is adjusting and bending to how digital media is planned and tracked because in fact all media is becoming digitally distributed and consumed.

“We’re beginning that transition from a gross rating point-based TV world to a key performance indicator-based one” states Paul Alfieri, CMO of Cross MediaWorks. This is something we ask our clients constantly, what is the goal of this communication? How will this media investment be deemed successful?

Even the P&Gs of the world no longer buy TV by rating points aka reach and they need to establish KPI’s for all of their media investments since digital transformation is making it such that even on “TV” you can do 1:1 hyper targeting.

This is because TV is everywhere – and on all screens, and not owned by just broadcast networks, but also digital companies like Netflix and Amazon. Amazon won an Oscar last year, Netflix has won Emmys, and this was a massive shift in video content consumption that continues. This has also created a data-driven approach to emerge with traditional broadcast.

“Marketers know they can get granular data about the kinds of consumers their ads attract online. Now they want that same information from TV networks,” notes Brian Steinberg from Variety.

Sales are no longer about just ad space. “This is a complete marketing solutions approach, rather than just an ad sales approach,” Sean Moran, head of marketing and partner solutions for Viacom, told Variety.

So, what is happening (finally) is that the offline world is bending to digital ways – changing their model from buying rating points against an audience who has “opportunity to see” to buying highly targeted audiences they know will see the ad.

 

Sources/Related:

Measurement to Take Center Stage at the NewFronts

Upfronts 2018: 3 Trends Impacting This Year’s TV Ad-Buying Season

Unwieldy Upfront: TV Market Gets More Complex Thanks to Demands for Data