Why The Streaming, Linear TV Worlds Should Care About 'Outstream' Video Ads

  • by , Featured Contributor, September 7, 2023

Many in the streaming and linear TV ad industry are livid about the recent revelations from studies from both the ANA (Association of National Advertisers) and the ad research firm Adalytics exposing tens of billions of wasted spend in the programmatic ad world on web properties that are “made-for-advertising” and …

7 comments about "Why The Streaming, Linear TV Worlds Should Care About 'Outstream' Video Ads".
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  1. Ed Papazian from Media Dynamics Inc, September 8, 2023 at 7:57 a.m.

    Dave, any traditional national TV advertiser that  doesn't insist that its agency buyers buy CTV time direct from the sellers---not  programmatically----deserves what he gets---or, more properly, doesn't get. What's so difficult about buying direct? There are only  a relative few AVODs and FASTs that would be considered----not thousands of them. In a direct-with-seller buy  all of the brand's requirements would be spelled out regarding the kinds of pacements, excess frequency, definitions of exposure, etc. ---the only problem being the need to monitor the buy to see if the seller is doing  what's been promised . If the seller fails to deliver then the advertiser can fail to pay. As for the others---who can't be bothered to buy the direct way, that's too bad---maybe they will get some benefit from their ad spend------maybe not.

  2. Dave Morgan from Simulmedia replied, September 8, 2023 at 9 a.m.

    Ed, unforunately and as you know, agency-side research departments are basically gone and the number of experienced natoinal TV buyers has shrunken enormously, much faster than spend has slowed. Plus, the digital video buyers know a lot about programmatic systems and very about inventory quality since they are used to buying performance media most of the time.

  3. Ed Papazian from Media Dynamics Inc, September 8, 2023 at 9:41 a.m.

    Yes, Dave, I know what you are talking about but much of this is a functionof advertisers cost crunching their agencies in an endless campaign to spend as little as possible for their services---at a time when media planning---and especially media buying has become so much more complicated. So I blame the "clients" and  specifically the CMOs for their continuing infatuation with the "creative" aspect---"The Madmen Syndrome"---and their failure to understand that getting their ad mesages seen by the right consumers in the best contexts with a sensible amount of repeat frequency is also important.

    Sadly, I don't see a change in this fixation on "creative" forthcoming either at the advertisers or, to be frank, on the agency side. We can dicsuss these problems at leagth and wring our hands over it ---but the CMOs don't read what we are saying or attend "media" meetings so we are, in effect, talking to ourselves.

  4. Jack Wakshlag from Media Strategy, Research & Analytics, September 8, 2023 at 11:46 p.m.

    So much money spent. So much apathy. 

  5. Dave Morgan from Simulmedia replied, September 12, 2023 at 1:18 p.m.

    Jack, it's incredble that there is so little care around this issue. It deoesn't speak well of today's media industry. The media research community has been hollowed out and is nowhere to be found on this. All of the work is coming from outside researchers shocked that the industry does such a poor job policing itself.

  6. Jack Wakshlag from Media Strategy, Research & Analytics, September 12, 2023 at 3:14 p.m.

    Finding out that you've been mishandling this for years and then doing something about it is a scary proposition. Incentives for doing so are just not aligned.  Everyone is making money looking the other way, including most firms who say they look.  It will take a very sharp law firm to identify a client or set of clients whose interest is in recovering the money lost. But then they will settle and little will change. 

  7. Ed Papazian from Media Dynamics Inc, September 12, 2023 at 4:45 p.m.

    In fairness to the media researchers at the agencies but it's not their job to see to it that buyers get what they thought they were buying.---never was. In fact, while every one is wringing their hands and complaining---as they should be---what's lacking is a clear definition of responsibility. In traditional media---aka "legacy media"---it has always been the seller's responsibility to deliver the goods as ordered and the buyers' job---via post buy analysis---to check to see if this was the case. To do this the buyers needed---and had---independent third party information---audience surveys,  circulation audits, access to station logs, services that monitored commercial placements, etc. But in digital media land---with its walled gardens--- such independent sources aren't available. Which means that until the walls are broken down, the blame falls directly on the sellers---not the buyers or the advertisers and certainly not on the overworked media researchers at the agencies.

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