DoubleVerify released findings from its research examining evolving cookie deprecation strategies and the shift toward user privacy and its impact on digital advertising.
"We've already begun working with four pilot advertisers and IPG Mediabrands," Samsung's Justin Evans disclosed.
How do you NOT get to Carnegie Hall, if you're Paramount's upfront pitch team? You practice dining, dining, dining!
Nearly a third of advertisers say they'll allocate more than 20% of their upfronts budgets to streaming platforms.
"Only ad networks/exchanges showed lift," reads an analysis from Standard Media Index, which shows video sites crashing 9% due to year-ago comps with Winter Olympics sales.
"My feeling is it's a blip and we'll see that stabilize in the next wave," predicts Advertiser Perceptions' Sarah Bolton, who has been tracking ad exec concerns about trust in advertising and
The ANA, 4As, CIMM study comes days after the networks announced a media-owner committee to set new currencies, and concludes sellers have been aggressively working with individual agencies.
NBCU saw an opportunity for an inflection point in 2022 and executed what is probably the best sell-side research and marketing effort to restructure the TV ad marketplace since Turner's Media at the
Millennium shifted billions of dollars from broadcast to cable.
Borrell Research on Wednesday released data projecting that local advertising will experience growth of a mere 0.6% next year.
Advertisers' increasing reliance on first-party data will materially change media planning, buying, and selling and re-establish foundational values that have been downplayed in the programmatic era.
Eventually, it will put publishers on a level playing field with walled gardens, according to 68% of advertisers that Advertiser Perceptions interviewed in June.
Open programmatic ad spending on connected television this year has risen 31% worldwide.
Consumer trust in a brand is crucial to purchase decisions. Some 51% of consumers say online content adjacency influences their trust in a brand, and 69% say their level of trust influences their
decision to engage with a brand's products and services.
Most media professionals are worried that changing policies will impair plans for digital media buys.
"The overall mix of advertising shifts possibly in favor of brand rather than performance," suggests GroupM's Brian Wieser, adding: "Isn't that an interesting observation?"
Ad spending by the travel industry more than doubled from a year earlier, as consumers yearned to sightsee after being stuck at home during the pandemic.
The upfront TV marketplace, including broadcast and cable TV nets, posted "modest" gains -- up 5.8% to $20.1 billion, according to estimates from Media Dynamics. While broadcast and cable nets grew
similarly in volume -- up 6.4% (to $9.9 billion) and 5.2% (to $10.2 billion), respectively -- broadcast showed strength when it comes to prime-time 30-second commercials in terms of the
cost-per-thousand (CPM) viewers.
CTV and streaming mostly play a supporting role compared to linear TV buys, Advertiser Perceptions and Hub Research find in a new survey. Slightly more than 51% of advertisers plan their linear TV
buying first as their "primary" buy, with CTV a "support" to that bigger linear TV buy.
The recommendation is based on viewership and ad exposure data from more than 20,000 campaigns.
Traditional linear TV-focused political advertising continues to underdeliver large segments of voters, according to a survey by MiQ, a programmatic media company. In a survey of "hundreds" of
political advertisers, MiQ said, "both Republican and Democratic advertisers missed between 25% and 40% of potential voters through their existing strategies, more than enough of a gap to make a huge
difference in races with little to no margin for error."
How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV's impact on the purchase funnel - from the timing
of site visits to sales calls to search spikes. At MediaPost's Fall TV & Video Summit, Ben De Castro, Eargo's VP of Marketing, shares the ways in which DTC performance sensibilities were applied to a
broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
The study comes as a perfect storm of developments have led up to a Babel-like 2022-23 upfront marketplace, in which a variety of "alternate" and unaccredited currencies are expected to be used.
Legacy TV has seen higher "effective" cost-per-thousand prices for deals in the TV upfront ad markets over the last three TV seasons, according to Standard Media Index -- but with lower total upfront
ad spend in key dayparts. The current TV season is now averaging $55,000 for a 30-second commercial unit, down from $59,000 from the previous TV season (2020-2021).
The Advertiser Perceptions survey, released by the IAB this morning, shows ad execs are most optimistic about CTV due to the deprecation of cookies and mobile IDs.
"Alternative currency is not just a question of research and methodology. It's about operationalizing it."
Amazon, Target, and Walmart took the most in ad spend from brands, totaling more than $2.3 billion -- but the percentage in the top five categories differed, according to MediaRadar data.
An integrated combination of demand-side platform, supply-side platform and data-management platform, TV+ features premium streaming access and linear TV ad inventory from 130 channels, the company
says. The new version of the platform is now "fully" cross-platform.
Ad executives' estimation of the value of TV -- including linear, addressable and OTT/CTV -- is up from last year, putting it in a tie with digital video.
Full-year data also reveals an erratic recovery in terms of various media and key advertising categories.
Managing campaigns now takes an average of nine types of software or digital platforms.
At least that's my conclusion after Advertiser Perceptions shared its latest research with me on the topic.