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Why Is the Supply of Linear Addressable TV Inventory So Constrained?

Posted by Ashley J. Swartz on Jul 7, 2020 1:00:00 PM

Brands and media buyers want their TV ads to reach specific consumers (think yogurt-eating moms in Duluth, not women between 18 and 54), just as they can do with their digital buys. And sellers with the data and targeting capabilities to offer addressable are eager to sell more of it due to the high CPMs it can command.

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Topics: Addressable TV

What is Addressable TV and Why Are Buyers and Sellers Eager for More?

Posted by Ashley J. Swartz on Jun 9, 2020 1:00:00 PM

To put it simply, addressable TV advertising makes it possible to deliver different commercials to different households as they watch the same show or live sports event.

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Topics: Addressable TV

How Sellers Can Adapt as Linear TV Becomes More Like Digital

Posted by Ashley J. Swartz on Mar 31, 2020 1:00:00 PM

Notwithstanding the fact that 80 to 90% of linear TV sellers’ revenue still comes from traditional, Nielsen-measured television, the ecosystem of TV advertising is looking more and more like the digital LUMAscape. That’s because an ever-increasing number of data and technology providers are in the mix as sellers ramp up their addressable businesses.

Meanwhile, digital metrics have pervaded the TV landscape, making it difficult to hear the signal through the noise of possible ways to measure, buy and sell.

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Topics: Addressable TV, TV 101

5 Takeaways to Help TV Sellers Navigate Changing Macro Conditions

Posted by Ashley J. Swartz on Mar 17, 2020 1:00:00 PM

Changing audience behaviors and the infusion of data on both sides of the value chain are forcing programmers and distributors to evolve from pure content creators and infrastructure owners into technology companies, like it or not.

These companies are making tech investments that would have been unheard of a decade ago. Take NBCUniversal, which is betting big on its own streaming service instead of letting Netflix own the audience for beloved shows like “Friends” and “The Office” indefinitely. Or Dish and Sling, which launched their own vMVPDs to distribute live and on-demand linear TV over the internet.

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Topics: Yield Optimization, TV Advertising, Addressable TV, TV 101

Addressable TV: How MVPDs Are Leading the Way Via Linear Insertion

Posted by Ashley J. Swartz on Mar 10, 2020 1:00:00 PM

Though advertisers still tend to view TV as a medium for mass reach, investment in systems that can target specific households is growing, with addressable TV ad spend projected to reach $3.37 billion in 2020, according to eMarketer. That’s a drop in the bucket when you consider how much is spent annually on TV advertising, but a stunning amount given addressable started from zero not long ago.

Scale is still limited, but the growth curve for data-driven TV ad products is unmistakable. It’s now possible to deliver household-specific ads to 64 million U.S. homes, though only for a small percentage of linear inventory.

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Topics: TV Advertising, Addressable TV, TV 101

How New TV & Video Distribution and Commercial Models Gave Rise to the Golden Age of Content

Posted by Ashley J. Swartz on Mar 3, 2020 1:00:00 PM

A decade ago, if you wanted to watch TV at home, your options for getting it onto your screen were limited. Annoyingly, you had to rely on your local cable or satellite provider to come to your home and install a set-top box. Streaming options were starting to come onto the scene, but most of the programming people cared about wasn’t available there.

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Topics: TV Advertising, Addressable TV, TV 101

How Currencies of Measurement and Sale Are Changing — And Staying the Same

Posted by Ashley J. Swartz on Feb 25, 2020 1:00:00 PM

When you examine how television advertising is bought and sold, it’s striking how many of the systems — and players — first became relevant when TV emerged as a dominant medium in the 1950s yet persist today.

Take the Gross Rating Point (GRP), which is still the prevailing metric for traditional TV advertising impact even though advertisers gripe about its limitations — specifically, the fact that it’s a calculation of reach, not performance. Or Nielsen, which has been the dominant provider of TV measurement for more than six decades and is now competing against Comscore, a company rooted in digital, to establish viable metrics for cross-platform viewing.

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Topics: TV Advertising, Addressable TV, TV 101

How to Harness Data From Your Streaming Service for Your Ad Business

Posted by JT White on Feb 18, 2020 1:00:00 PM

As more premium streaming services hit the market, potentially cannibalizing each other’s audiences, it’s important that companies making this sizable investment design their offerings in a way that supports their overall business.

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Topics: TV Advertising, Addressable TV, Data Science

An Introduction to the Complete Dictionary of TV & Video Advertising Acronyms, Terms and Jargon

Posted by Ashley J. Swartz on Feb 4, 2020 1:00:00 PM

The Business of TV & Video Advertising, Explained

TV advertising once represented a world unto itself, distinct from other media channels. Audiences sat in front of their TV sets and watched programming at scheduled times. Commercials were sold by national broadcasters, local affiliates, cable networks, and distributors, usually on a GRP basis. Advertisers were content to leverage TV for reach — without drilling down into who exactly they were reaching. The vocabulary of TV advertising was insular and consistent.

As you know, that train has left the station.

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Topics: TV Advertising, Addressable TV, TV 101

More Signal, Less Noise: 4 Predictions of How Media Will Evolve in 2020

Posted by Ashley J. Swartz on Dec 20, 2019 11:21:59 AM

I spent last week in London at the Future of TV Advertising Forum. These were the final days leading up to the election to determine the future of Brexit, and in speaking to British colleagues, I noticed a similar sentiment to what I hear in the U.S. about politics: fatigue. They had lost interest in the outcome and just wanted it to be over. 

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Topics: Addressable TV