Joe Germscheid

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• Media Agency Reviews-Ad Tech Buyer Beware in MAD on 06/29/2015
  

  It's hard to keep up with all of the major brands reviewing their media agency assignments. The reasons are varied, but it can't be a coincidence that the worlds of traditional and programmatic media planning and buying are colliding at the same time as all the reviews. I think there are three main questions to explore to help understand what's going on. Why now? What are marketers looking for? Is a new agency the real answer?

• Has The Day Of The Single-Line National TV Budget Passed? in MediaDailyNews on 06/04/2015
  

  Since the advent of digital media, there has almost always been more than one budget line devoted to "digital." In the digital world, it is not uncommon for separate agencies or departments to plan and execute those myriad line items. Some larger agency companies can say they handle it all -- but are they really best-in-class at everything? And isn't that what clients are looking for? Meanwhile, TV has remained relatively the same. Just one lonely single line meant to deliver national GRPs.

• Facebook Is Not The Super Bowl in Marketing Daily on 12/02/2013
  

  Change is coming, and Facebook should lead, not follow TV's outdated mass marketplace. Advertisers and Facebook can and should work together to change the marketplace. Here's what video advertisers should demand from Facebook before committing their budgets.

Comments by Joe All comments by Joe

• Best-Performing TV Shows? Look To Ad Revs, Not Ratings by Wayne Friedman (TV Watch on 07/15/2015)
  

  Ed, the "real sales" are derived from 1st and 3rd party sales sources (client records and credit card HH purchases (scrubbed for privacy) matched to set top box viewership. That's where the real ROI lives. Matching what effect the ad unit shown has on actual client business outcomes.As for the how this invididual advertising value on a show basis can be applied to the TV ecosystem, I personally don't think that the upfront marketplace is going away anytime soon. The highest reaching programming will still be the most desireable, and sellers will package it as they see fit. Buyers will need to be more active in the packaging of that programming to control those R/F Impression limits. They will be governed by the ROI expectations of their clients. Software is already available to help with that kind of planning. It can only become better. That's the promise of programmatic TV. How we as marketers evolve the ecosystem of TV to work with new data and business outcomes is what the industry is freaking out about right now. The agencies and networks have resisted change, but they are starting to come around...slowly.

• Best-Performing TV Shows? Look To Ad Revs, Not Ratings by Wayne Friedman (TV Watch on 07/15/2015)
  

  The best and most consistent metric has always been the client's business outcome. Data and methodologies exist to begin measuring and closing the loop between advertising media and sales. Of course those metrics will be proprietary to each client. But great planners using powerful data can already predict how much of their client's target audience will be watching that particular programming. TV has a finite amount of ad time per program. The market value of those programs (and networks) will increase once multiple advertisers compete for those valuable audiences. Why continue to use ratings as a proxy for client's commercial success when real sales are available?

• Has The Day Of The Single-Line National TV Budget Passed? by Joe Germscheid (MediaDailyNews on 06/04/2015)
  

  Thanks Doug. You bring up great points that you're probably surprised I agree with.Personally, I dont' think that programmatic and audience targeting will ever be 100% of TV budgets. That's the one point that everyone anxious about programmatic assumes. This isn't an all or nothing situation. For all the great points about expanding the customoer base of a brand you brought up. Especially at this point in time, precision targeting should be a compliment to a contextually purchased base plan. As Ed points out, 75% of the prgramming is now sold and purchased upfront. As long as pop culture drives TV audeinces there will be a finite marketplace for the best programming as defined by that marketplace. The upfront will never go away completely. But, many in the marketplace believe that there is a better way to accumulate impressions over the traditional packaging behaviors of traditional buying. In order to secure great programming, we are forced to compromise and accept programs we don't value as much or at all. What if that non-premium programming could be prioritized and purchased because we know that it does have value for that one particular client? What if we could prove that an important audience does watch that programming and when they see our ads good business results happen? We might also discover that we can find niche audiences and show them different creative that works better to raise client revenue. All those things would be a great improvement over how the majority of the TV marketplace works today.Data driven TV is here. It may be a small sized business today, but once marketers discover that they can prove out ROI from TV the same way they have been doing it with digital, many of us believe that budgets will grow and it will benefit all of the industry.

• Has The Day Of The Single-Line National TV Budget Passed? by Joe Germscheid (MediaDailyNews on 06/04/2015)
  

  Thanks for bringing up all the interesting points. I’d like to share some opinions on a few individually.  The advantage of targeting audiences over demographics is that by aiming for a specifically defined group (In Ed’s example it was heavy product users) one is able to reach that audience more effectively and efficiently. The efficiency comes in reducing impressions (waste) to those outside the defined group. That saves clients real money. The effectiveness is proven by watching business outcomes. That makes clients real money. Achieving media output goals with demographic targets doesn’t take those two things into account. Behavioral targeting or data targeting is simply a means to an end. The means can change (different data sets) but the end stays the same; more cost efficient sales for the client. When the data you are using is bad or old (as in Doug’s example) the promise of increased sales isn’t met. When the data used is as important as client business outcomes, you either live up to the promise, or the client will find another solution that does.

• Has The Day Of The Single-Line National TV Budget Passed? by Joe Germscheid (MediaDailyNews on 06/04/2015)
  

  Neil and Ed, thanks for your comments. It’s my opinion that the reality of audience targeting using actual set top box viewing data, MRI and Nielsen is already here. And sellers are already embracing it. The deeper dive the data shows us is valuable to the sellers in that they can better monetize their inventory so they don’t need to drop their CPMs in a programmatic marketplace. New definitions of premium are already beginning to take root. NBCU and Turner proved that in their upfronts this year by starting to sell audiences themselves. 

• Marketers Should Focus More On Media Performance, Not Just Price by Dave Morgan (Online Spin on 11/21/2013)
  

  The root of the pricing squeeze is the myth of buying clout. This became in vogue when buyers teamed up and decided that more money in the marketplace at once was the way to go. They de-coupled media and creative. Now that we can no longer buy huge reach, the big buying agencies are becoming irrelevant. So they keep cutting costs to sustain relevancy. It's a circular death spiral. The only way to change the marketplace is to stop buying reach the way the big media sell it to the big buyers. Clout is irrelevant in buying audiences. Buying audiences performs better than buying cheap bulk. When you buy audience, the message performs better when it is matched to the audience. When we re-link media planning/buying together with relevant messaging (creative), the ads "perform" best. When following the logic, the finger points to the massive media buying firms enabling the "old media" approach to selling. Its not a coincidence that big media buyers don't buy audiences. They can't show a price savings, they can't flex their irrelevant relevancy.

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