At the upfronts, TV continues to make its case against digital video: Commercials run on the big screen in full -- not below or partially below the screen such as with online. TV marketers don’t have to worry about their TV commercials being subjected to possible erroneous inflated media data because of “bot” activity or other screwy measurement/ad network snafus.
Not only will your advertising have “viewability,” but we promise your ads will be “viewed,” said Toby Byrne, president of advertising sales for Fox Networks Group.
That’s because TV gives advertisers the “opportunity” for their ads to be seen. But if viewers aren’t interested in watching those ads -- skipping through them, or leaving the room for whatever reasons -- viewability isn’t the issue. But being “viewed” is.
You might say: Nielsen doesn’t count those fast-forwarded TV commercials in C3 ratings, so what’s the problem?
Considering Fox’s rating troubles this past season -- down 20% -- Byrne’s promise of being “viewed” is the right sentiment.
TV networks’ advertising-supported video-on-demand services are one step in the right direction: no fast-forwarding involved, and, for the most part, a more personal “engaging” approach to media.
During this upfront -- and for a while now --- TV networks have talked up VOD. The downside, of course, is not all pay TV providers have similar VOD services, and not all TV networks have standardized ways of addressing such questions as the number of episodes available at one time. Sometimes the overall scale isn’t up to snuff for national marketers.
And then there is the louder noise from competition SVOD services like Netflix that don’t take advertising -- but are taking away viewers from cable in particular, according to some.
Getting your advertising “viewed”? Yes, that will continue to be a growing issue on any newfangled digital TV service -- or on many nervous traditional TV networks.