Commentary

Media Planners Say Hurrah For TV Ads (Ask Again Later)

Futures come and futures go and not just on the stock market. 

A new report from the Digital Place Based Advertising Association (DPBAA), which is surveyed 310 media planners, discloses that 68% of them rate TV high in effectiveness, confirming its continuing status as the most awesome selling platform out there.

But just under half (49%) think that TV will be as effective in three years. 

That’s quite a vote of meh confidence that television can fight the barrage of advertising alternatives that can pinpoint consumers better, faster, at the point of purchase, and right in their pocketbooks -- literally.

I wonder what medium -- really, what device -- loses most/worst in the tumultuous media times. With a huge lean-in for mobile content and advertising, it’s pretty clear smartphones won’t be hurting for now. But as apps and social networks also emerge as the way consumers access content, how does that reshape streaming video everywhere else?

The poll respondents said they expect screens' shares of media budgets to rise a lot over the next three years, with mobile leading the way (up 86%), followed by online at 67% and place-based up 34%. But really, everything is just getting mixed up, driven as much by the presence of devices as their usefulness.

The television business isn’t the only video location that has to wonder where its next viewers are coming from.

The Digital Place-Based study, found, for example, that the most touted place-based device -- the smartphone -- has lost a little luster. Only 12% of these buyers said they’d fund a place-based campaign via mobile device, down from 22% a year ago. In that time, apparently, a lot of them have been impressed by the ability to target consumers even more directly -- or even closer to the point of purchase -- in other ways.

Or, as this study also indicates, they’ve learned they can reach them best through a combination of devices. The video-everywhere idea will sprinkle content and advertising from the living room to the laptop to the phone to the in-store video screen, to in-store sensors and lot of other nifty/terrifying devices that will watch and record every move we make.

A separate part of the study notes that 88% of the  planners are buying programmatically for all brands, and that 28% of their total media spend is being bought programmatically. They expect that percentage to grow to 48% in three years.

That’s interesting, because in a March 2014 study  by the Association of National Advertisers, only 23% of marketers surveyed knew programmatic well enough to use it. In fact, 41% had never heard of programmatic, or didn’t have a clear understanding of it.

Apparently, they’re learning.
pj@mediapost.com
3 comments about "Media Planners Say Hurrah For TV Ads (Ask Again Later)".
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  1. Ed Papazian from Media Dynamics Inc, August 24, 2015 at 6:18 p.m.

    Did the sponsors of this study provide any information about the makeup of this sample, the kinds of agencies they come from, the kinds of clients they work for,  what the cooperation rate was, etc.? If not, how does one assess the validity of the "findings"?

  2. pj bednarski from MediaPost.com, August 25, 2015 at 9:32 a.m.

    Ed, the organization said it surveyed 310 planners employed at full-service, media services and digital ad agencies. The study was conducted May 11-20. For what it's worth, the week of May 10 was devoted to the broadcast network upfront presentations. ....P.J.

     

  3. Ed Papazian from Media Dynamics Inc, August 25, 2015 at 5:58 p.m.

    Thanks, bj. If there are too many digital folks in this sample then it might not be representative of all media planners regarding TV. If there was a way to weight the responses by the amount spent in the various media by their clients----not easy to do----the projections might have come out differently. That's one of the big  problems with all studies of this nature.

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