Majority Of Ad Execs Plan Converged TV/Video, But Buy It Separately
- by Joe Mandese @mp_joemandese, May 30, 2018
As 2018-19 upfront and/or newfront negotiations heat up, it’s more than likely that those deals will be executed as separate, nonintegrated teams. While a slight majority -- 53% -- of advertiser and agency executives say they now plan TV/video as one “holistic” medium, they don’t necessarily execute it that way, …
It's all well and good to desire a common selling/buying facility for digital video and "linear TV" however the audience metrics for the two are not truly comparable and it may be a long time---if ever----before this is resolved. Jumping on the device usage bandwagon---as has often been suggested----would require buyers to make highly subjective adjustments to the digital "audience" numbers to account for ad viewability and, more important, actual ad viewing comparisons with similar data for "linear TV". As yet, we lack much of the required information and time-on-screen, which is also proposed as a solution, is simply a start in the right direction,not the answer. We cover the various issues and pitfalls of the comparability problem in our annual, "Intermedia Dimensions 2018". It is a very complicated matter---not given to easy solutions.