Tracey Scheppach

Articles by Tracey All articles by Tracey

• Why Trad TV Upfronts Fall Behind Modern Consumer in Television News Daily on 05/19/2017
  

  Viewer attention has never been more divided. So to grab their attention, and really get them to engage with your brand, you have to get personal. Enter Addressable TV.

• You Say You Want a Revolution? Free The Data! in TV Board on 02/25/2008
  

  Change will literally be "in the air" when, just about a year from now, the Federal Communications Commission and all involved parties transition over-the-air broadcast television signals to digital, freeing the trusty old airwaves for other applications. As a result, we can likely expect increased production and transmission of HD content; reduced duplication of broadcasts across different distribution systems; and government auctioning of the airwaves, which can help us chip into the national deficit -- and maybe yield a nationwide wireless network, among other possibilities.

Comments by Tracey All comments by Tracey

• Nielsen's Streaming Percentage -- 26% -- Surprises Many by Dave Morgan (Media Insider on 06/24/2021)
  

  Dave, You hit on a very good point. As I think I was the first to ever develop a business out of addressable buying I have tried every model imaginable. I still feel a model that motivates an agency to negotiate the best rate and pass on pricing to a client that achieves their performance objectives is the best way to go. Basically, the spread between the negotiated rate and the client CPM is how the agency covers the costed of the significantly added amount of skilled labor. It feels like someone is going to step up and provide a model that I referenced in my first comment…client sets a budget and pays on a performance indicator. I could not get much traction on this idea several years ago as agencies are so risk averse and then there is the issue that the media agent does not control all aspects of success…most importantly creative. Recently I have been working with solutions that can add the creative quality into the attribution equation so maybe there is hope but it likely the seller that will figure this out and reap the rewards for it…or maybe you.  My God so much has to change to really improve TV for all parties involved but it seems inevitable to me (hence the reason I have not given up). We need to start by make addressable in all its forms on TV much easier to buy and not by hiding the parts that require skill in some slick UI.  I think there is enough content in these comments to write several more articles. Keep up the good work as you really make us really think.

• Nielsen's Streaming Percentage -- 26% -- Surprises Many by Dave Morgan (Media Insider on 06/24/2021)
  

  Ed, Above when I said the performance indicator would change and there would be multiples depending on the advertiser I did not mean to say that site visit would be the only performance metric. For the hundreds of addressable campaigns I have done, every single one had a CPM rate AND performance metrics. The CPM is what the client paid but if they did not meet the performance metric it was really hard to keep them investing. Also, I think addressable does work for EVERY client it is a matter of negotiation to get the price that works and connecting data assets to provide performance proof. In some case you can’t negotiate the rate down far enough and then you stick with traditional buys but that should change as more addressable inventory comes into the market. These performance metrics have ranged greatly. From sales at the bottom of the funnel to brand awareness at the top. (I have to say sales lift is an easier metric to capture than brand awareness due to several constraints, but it can be done, sort of). I have long felt that TV buys have not received their fair share credit for driving conversion but yes branding is a key element for the majority. On your point of getting to CMO’s, you are right. I have to say that was always my hope but due to agency structures that is easier said than done. I had my best result reaching the account directors vs the media buyers. The account directors are generally the ones with the closest CMO relationships. For the most part I felt they got it. Going to a client's CMO without the support of the account director is a quick way to get yourself in deep trouble.

• Nielsen's Streaming Percentage -- 26% -- Surprises Many by Dave Morgan (Media Insider on 06/24/2021)
  

  Ed, With all the data we are stitching together in advanced TV do you see a world where at least a portion of traditional inventory is priced on performance metrics like click through rate? Except for tune in and without interactive TV (both a TV forms of click-through IMHO) the performance indicator would have to change and likely there would be multiples depending on the advertiser. But let’s say as an example, viewed the TV ad and then visited the site. The advertiser would set a budget and price per site visit and when achieved the campaign stops. There are many measurement vendors that can do this for TV such as iSpot. I wonder if or how many deals are being constructed this way now? I am sure there are many advertisers doing the math on their campaigns but are the deals constructed to pay for performance? I have never done DR TV deals, but I thought this is how it works…pay for phone calls if you will. It feels like there is more and more talk about traditional TV deals constructed on impact guarantees and not just viewed CPM deals. Wondering where we are going with this, how big of deal it might be, are we ready for it and how long it will take to get there. I am always left with two questions; how would a world like this impact inventory management and what about some factor for the creative. With limited supply and crappy creative, I can only image the seller hesitancy but I can see the value from the buyer POV. Again, I am sure the buyers are doing this math on the side (or at the end of the campaign) but will it ever be the core foundation of traditional TV deals? What do you think?

• Nielsen's Streaming Percentage -- 26% -- Surprises Many by Dave Morgan (Media Insider on 06/24/2021)
  

  So agree about the behavior not speeches point. THE main reason I left my agency role. The minute they wanted to decentralize buying of a very complex but valuable and not fraudulent addressable TV slice and have me focus on speeches I was like no way. I also would agree that addressable TV is device level and hopefully the way I negotiated the premium CPM's left room for the increased value if we could get to people but also gave incentive for sellers to improve delivery via addressable. So many issues to solve here. Complexity, measurement, fraud in CTV, increasing legitimate supply in AVOD, education, identity (especially IP based) and the whole agency support issues. We could all be at this a long time. Progress is being made but way too slow. 

• Nielsen's Streaming Percentage -- 26% -- Surprises Many by Dave Morgan (Media Insider on 06/24/2021)
  

  Good point on the key remaining with the buyers. So many years after the upfronts I have thought "this has to change" due the escalating CPM's. But with this upfront's pricing up 20% and traditional linear supply down about the same it seems like addressable is the only way forward as it is a way to create more supply. With more and more addressable coming into the market (linear and AVOD) the supply is increasing. This is a fascinating puzzle unfolding in front of our eyes. Corporate CPM-driven buys are just too easy to buy. If addressable was not so hard to buy I think it would be growing much more. Inertial and pain do make for fluid transitions. 

• Nielsen's Streaming Percentage -- 26% -- Surprises Many by Dave Morgan (Media Insider on 06/24/2021)
  

  Ed, I agree with you. Not surprising. Several data points over the last few months were putting us in the range of 26% streaming and 6% Netflix. Great to see this confirmed by Nielsen.  But on your second point, I really could not agree more. The shear amount of ad impressions are just not there. If we have 26% of viewing that is streaming what do we think the % of ads are in streaming? 3-5%? I simply don't get why more services don't follow the Hulu and Peacock models. Why can't they provide consumers tiered choices and when consumers choose the ad tier you cut the ad load and make them all addressable/relevant? Is there a technology issue or a philosophical issue? I guess there is a philosophical issue at Netflix but what about the others? I am still in disbelief that Disney+ has no ads. If we saw the uptake on the ad tier similar to the Hulu model (2/3 take ads) we could more than double the 3-5% and all the ads in AVOD would have higher CPM's because of increased relevancy and decreased ad load. Seems like a win, win, win. Final thought, one of the harder things to measure is AVOD ad delivery as part of one wholistic campaign. Several companies are making progress but I am surprised this is not fully resolved. 

• To Make TV Ad Buy Analysis More Effective, SMI Adds 'Effective CPMs' by Joe Mandese (MediaDailyNews on 05/13/2021)
  

  OMG Ben, what a gift!!! The industry needs exactly this type of tool to evolve. Kudos to you for making this happen.

• Roku/Nielsen: CTV Battleground Moves To Linear TV by Dave Morgan (Media Insider on 03/11/2021)
  

  I am forever hopeful but there is a fairly large mind shift needed to take CTV success to linear and package deals to capture more traditional TV dollars. I hope we see more transparent premium addressable inventory added to the market that is not self graded. I would also add this deal is a big win for Nielsen One strategy. Content and ads on all Roku devices not just CTV currency. Expanding their coverage significantly.

• Nielsen 'One' Service Will Come With Higher Price Tag, Paid Mostly By Existing Clients by Joe Mandese (MediaDailyNews on 12/11/2020)
  

  It is not surprising that this will come with a higher price tag. I think that is not the right way to look at it. Let's start with looking at the value it provides and then we can debate if the price is worth the benefit. The amount of cross platform frequency damage is huge. Not only is it wasteful in terms of media investments but damaging in terms of oversaturation to the point of brand annoyance. Brands want to do better. We lack the tools. We need help. Does this solve everything, no. Is this a big step in the right direction, YES!

• What A CTV Future Will Look Like by Dave Morgan (Media Insider on 11/12/2020)
  

  100% agree. You can already seeing it coming with Project OAR and Nielsen's AVA leadership. Once the model is proven technically why would we not see other device and distrbution owners jump into the game?...new money to found. Also with Nieslen's addition of addressable measurment into the currency (announced this week) that really breaks down what was a major barrier...C3/C7 reconciliation. A lot of work to do to unify functionality but CTV is a very powerful piece in the linear equation and not just streaming. 

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.