Remember when internet was introduced early on? Very few saw its potential, except for those who had a stake in the game. In 1995, Clifford Stoll wrote in a Newsweek article, “The truth is, no online database will replace your daily newspaper, no CD-ROM can take the place of a competent teacher and no computer network will change the way government works.” For a proclaimed visionary, Stoll certainly got it wrong.
Since 1950, Nielsen has been measuring TV audiences. Today, even people outside the TV world are at least vaguely familiar with the concept of ratings, and TV buyers and planners live and breathe Nielsen data. But while the national ratings may be well understood, TV measurement is changing fast. And the national numbers can’t tell the whole story. To take full advantage of the TV inventory available today, it’s worth brushing up on local measurements and how they’re changing.
For marketers, it’s all about data. Big Data, Data Management Platforms, Third-Party Data; it’s all anyone is talking about. The key to effective advertising is using data effectively, and when most people think of data, they think of third-party data. But it’s important not to overlook the emergence of first-party data in the marketing scene.
In his recent AdWeek article, “Can TV Buyers Adapt to a Digital Model?”, Mike Shields explains how new executives in traditional media like TV and magazines are (one step at a time) pushing to modify the customary ad buying processes.
When it comes to possible marketing channels, advertisers these days have more options than ever before. The old worlds of TV, direct response, print, and other traditional means of reaching audiences have been supplemented by the shiny new digital realm. Whether display advertising, social media, email, or mobile apps, new marketing channels are now deeply integrated into the sales funnel for most advertisers. With so many new channels to focus on, how much attention can a marketer spare for traditional TV?