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.
AudienceXpress General Manager Walt Horstman sat down with Beet.TV to discuss buying TV audiences with our fully automated platform. Through the web-based platform, AudienceXpress now optimizes media buying based on the audience targeted by a specific campaign. Audiences that have been successfully targeted through AudienceXpress delivered campaigns include groups such as young male videogamers, older homeowners with high income and net worth, and female active online shoppers.
One of the sexiest terms in marketing over the last year has been “Big Data.” Marketers are told that crunching data is the solution to all of their woes, as the insights will help them fine tune their processes, precisely target their messages, and make every individual customer as happy as possible. Data that has never been accessible on this scale before—on consumer intentions, viewing patterns, and behavior—is suddenly available to be sifted and married together to drive some pretty revolutionary insights. Media is becoming a Big Data industry.
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.