We’ve talked before about some of the reasons why aggregating inventory and layering in data to sell by audience instead of by unit can help local television. In our last post, we talked about the plight of unrated and lower rated networks. While low or nonexistent ratings can make a network unattractive to buyers, there are still a lot of people watching, people who represent potential customers to advertisers. Selling impressions allows lower rated networks to repackage their impressions in a new, more attractive, more easily sold form.
In our last post, we talked about how local TV is measured, and how that measurement is improving. But why should advertisers and agencies care?
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.
Nielsen, a data partner of AudienceXpress, posted yesterday morning about the result of a piece of their latest television research:
Nielsen today announced the launch of Local Buyer Reach, a new data-set for local TV, that will connect TV viewership data with both online and offline consumer transactions. This will allow TV stations to better understand the characteristics of their audience, and demonstrate that to advertisers.
AudienceXpress General Manager, Walt Horstman, appeared on a panel at December's TV of Tomorrow (TVOT) show: "TV Advertising 2.0 is Here: Is the Industry Ready?" Walt discussed programmatic TV buying, Big Data, and TV audience buying on a panel with IPG/Magna's Matt Bayer, Adap.TV's Christophe Gillet, CIMM's Jane Clarke, Canoe's Chris Pizzurro, and Disney/ABC's Rick Mandler.
This Sunday is Super Bowl Sunday in New York, and Kirk McDonald’s article in AdWeek last week projected into Super Bowl Sunday 2020, when the author’s beloved New York Jets will once again reclaim the Super Bowl glory that was theirs in 1968, and all Super Bowl ads will be programmatic.
CableFAX interviewed the Weather Channel's VP of Programmatic, Jeremy Hlavacek, about the channel's new foray into programmatic TV buying. AudienceXpress also gets a mention, as one of the companies on the forefront of programmatic TV buying. When asked about the growth of programmatic, and how it relates to the Weather Channel's strategy, Hlavacek said: