Commentary

Samsung Makes A Case For 40% AVOD Budget Allocations

1. Ed Papazian from Media Dynamics Inc, July 13, 2021 at 11:04 a.m.

   And what kinds of adults are "linear mostly"? Probably older and low in current income one would think. So why would advertisers be worried about over exposure to such adults ---if they aren't the targets for their campaigns? Ah ha---so they can redirect their TV GRP weight to streaming---of course---where their real targets are. And who are these targets? That's simple ---they must be adults 18-49---as that's the way all advertisers target their TV buys---right? Well, maybe not.
   
   But what's the streaming CPM compared to "linear TV"---and by "linear TV" we mean cable too, not just broadcast TV? How many streaming GRPs can I buy when I shift dollars from "linear"? And what about ad attentiveness? Any data on that? And if an advertiser pours 40% of its ad dollars into streaming isn't there a danger of over exposing this audience? How much of all streaming viewing consists of the kind of ad-supported situations that are like TV---with clearly defined commercial breaks, no invitations to zap the ads, can  acommodate ""15s" and "30s"  and are associatd with quality programs?According to some estimates this percentage is very low amounting to less than 10% of all TV viewing. Why spend 40% of your ad dollars against such a small---albeit growing---base of consumers? Questions, questions.  

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John Grono from GAP Research, July 13, 2021 at 10:18 p.m.
Plus one Ed.
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