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This Week in TV News: NFL Ratings, YouTube Originals and Consumer Trust

This week we’re recapping mobile shopping data, NFL Turkey Day ratings, YouTube news and more.

Mobile shopping accounts for almost half of online holiday shopping. According to Adobe Analytics, phones garner 48% of holiday traffic to retail sites, compared to 44% on desktop and 8% on tablet. Desktops make up 44% of visits; tablets, 8.2%. On Cyber Monday, total phone sales hit $2.2 billion. (CNET)

NFL Thanksgiving Day game viewership is up. All three of the NFL games that aired on Turkey Day last week brought in bigger ratings than last year’s games. Fox’s broadcasts averaged more than 30 million viewers. (Variety)

YouTube’s original programming is now free of charge. YouTube made original shows and movies free and ad-supported. YouTube originals used to only be available to subscribers of ad-free service YouTube Premium. (The Verge)

Data breaches shake consumer trust. A July 2018 survey by Mobile Ecosystem Forum showed about a third of people feel they have some control over how their personal data is used by mobile apps and services. Thirty-six percent of respondents said they felt they didn’t have a choice in how apps could use their data. (eMarketer)

Read last week’s TV news recap.

This Week in TV News: the Macy’s Thanksgiving Day Parade and A24

This week, we’re talking about the annual #MacysParade on Sixth Avenue in New York City, “House of Cards” and indie movie studio A24.

How to watch the Macy’s Thanksgiving Day Parade. Hoda Kotb, Savannah Guthrie, and Al Roker will host coverage of the parade on NBC. Cord-cutters and cord-nevers can watch NBC’s coverage on Verizon’s YouTube channel, log into nbc.com/live or take in the floats on the Watch NBC app.

Post-Kevin Spacey, more women than men watch House of Cards. A Kevin Spacey-free season of House of Cards premiered on Netflix in early November. According to Nielsen’s SVOD Content Ratings, the audience is now 54% female. When Kevin Spacey played the president, the show skewed 56% male. (Hollywood Reporter)

A new way to stream old movies. After FilmStruck closes down at the end of this month, classic movie fans may be looking for an alternative way to watch their favorite old films. They’re in luck – WarnerMedia will launch the Criterion Channel in Spring 2019. In a blog post, the Criterion Collection said it will pick up where the old service left off. (The Criterion Collection blog)

Indie Studio hitmaker A24 will make Apple movies. A24 signed on to a “multiyear agreement” to make movies with Apple. The studio is responsible for critically acclaimed hits like “Moonlight,” “Big Sick,” “Lady Bird,” “Ex Machina” and “The Florida Project.” (Variety)

See last week’s edition of This Week in TV News.

This Week in #TVNews: Elton John, Smart TVs and Mobile Ad Spend

This week, we’re taking a look at John Lewis’ annual holiday ad, a Netflix and Paramount deal and an IAB report on 2018 digital ad spend.

John Lewis’ Christmas ad celebrates… Elton John. If you love advertising, you know that every year, John Lewis offers up two minutes of warm-and-fuzzy British holiday perfection that moves many to tears and some to buy a new appliance from the retailer. This year, the department store took a different approach, showing an emotional reverse-chronological depiction of Elton John’s career. At the very end of the ad, toddler Elton unwraps a piano and a tagline: “Some gifts are more than just a gift.” Not everyone is happy with the ad, with some saying it’s blatant promotion for Elton’s new film. (Sky)

Smart TV adoption is on the rise. eMarketer says 46 million US households will use a smart TV at least monthly this year, up 16% increase from last year. In the past, just because someone has a smart TV doesn’t mean they use its internet-connected capabilities. That’s changing with improved user interfaces in newer smart TVs, eMarketer says, offering more access to apps and streaming services than yesterday’s smart TVs. (eMarketer)

Nearly two-thirds of digital ad dollars go to mobile. Marketers spent about $31 billion on mobile advertising in the first half of 2018, about 63% of total digital ad spend, up from 54% of total digital spending last year. Nearly 75% of time spent on the internet is through a mobile device, the report from the IAB found. Digital ad spend totaled nearly $50 billion in the first half of 2018, a 23% year-over-year increase, according to the IAB. (WSJ)

Netflix and Paramount team up to make movies. Paramount Pictures signed a deal to make movies with Netflix, according to Deadline. On an earnings call, Paramount CEO Jim Gianopulos said the agreement represents an evolution from the days when studios were making MOWs (movies of the week) for networks. The difference now, he said is that “the quality of some of these films is much higher, making these relationships even more valuable. And it plays to the strength of a large, well-established studio like Paramount.”

See last week’s edition of This Week in TV News.

Creating Awareness in the Digital Age

[A version of this post originally appeared in MediaVillage.]

Marketing guru Seth Godin said the formula for building brands with TV was simple: “Find a large market niche that’s growing and not yet dominated. Build a factory. Buy a lot of TV ads. The ads will lead to retail distribution and sales. The sales will keep the factory busy and create profits.” The profits, of course, went to buying more ads.

In the digital age, TV has evolved into a multifaceted tool that can be used to speak to consumers as they flit between stages of the customer journey. A successful TV mix is one where you’re simultaneously generating awareness about your product and you’re catering more specific messages to segments that are most likely to buy.

TV awareness campaigns look very different than those of the past. They perform more efficiently because they’re informed by data and targeting, and instead of providing large audiences for single shows, TV now provides large audiences by stitching together audiences for smaller shows, meaning marketers can reach audiences more relevant to them at scale.

The safe choice: network TV

Digital media companies like to note that TV’s reach isn’t what it used to be. Facebook COO Sheryl Sandberg has pointed out that the social network draws “a Super Bowl on mobile every day.” But network TV executives might counter that a Facebook view is only about three seconds. Some 103 million people watched this year’s Super Bowl, and that audience stuck around for hours. In our fractured media environment, it’s difficult to corral an audience of millions of people to watch anything.

A bigger, and often unheralded difference, is that TV audiences are more engaged with the content than they are for other media. Eye-tracking research by Dr Karen Nelson-Field at the University of Adelaide in Australia, found that in an average second, TV advertising drew twice the active viewing of YouTube and 15 times that of Facebook.

That’s why marketers continue to use TV. As Rich Lehrfeld, SVP, global brand marketing and communications at American Express, told MediaPost, “When we run a heavy TV schedule, we see a lift in sales and product awareness. We need to run two weeks of digital to get the reach of one day of broadcast.”

No wonder most advertisers still think TV is more effective for building brand awareness than online video, according to a Forrester/Association of National Advertisers survey.

The bold choice: aggregating TV audiences

Network TV executives are aware of TV advertising’s power. That’s why despite falling audiences, CPMs rose 10 percent this year, according to Media Dynamics.

TV advertising builds awareness, but there are ways to get more value for your buy than with traditional TV models. One alternative is to use data to find the same-sized audiences for a lower price. The ability to do so is based on the recognition that advertisers no longer need to buy TV shows as a proxy for their audiences; they can target actual audiences that are relevant to the brand. Such audiences aren’t necessarily gathered around a TV set but are consuming content via multiple digital devices.

Put it this way: would you rather advertise during The Walking Dead or advertise to a group of your customers who happen to be watching The Walking Dead and other programming?

Cadent’s network solution, for instance, aggregates inventory opportunities to provide access to national audiences. A fast-food chain we worked with recently wanted to be associated with a high-profile sports event without the premium-package cost. Our network solution delivered a full, national campaign that targeted sports and news network coverage of the event. After running more than 20 ads across the programming, the advertiser got 128 percent delivery of its full media plan.

The upshot is that like other aspects of the marketing funnel, awareness has been transformed by digital innovation into a multi-faceted phase of discovery. There are more ways than ever before to reach an audience with an effective awareness campaign. And TV isn’t a zero-sum proposition – marketers can choose both network TV and aggregating smaller audiences to reach the right person with the right message because these tactics are complementary and work well in unison.

As we’ll see, there are many new ways advertisers can use TV advertising to move people through the purchase journey.

For more on the customer journey, see the series introduction post.

See the next stage of the customer journey, Preference.

TV Advertising and the Customer Journey

[A version of this post originally appeared in MediaVillage.]

Television has long been considered an effective vehicle for brand marketing and a core part of the marketing funnel. Today, we know the linear construct of the funnel doesn’t accurately represent the behavior of multi-screen, always connected consumers.

Almost 280 million people (85% of the U.S. population) will use the Internet at least once a month this year, according to eMarketer. Sixteen percent of U.S. internet users will go online using only mobile devices, and that number will grow to 19% by 2022. Eighty-two percent of U.S. internet users will regularly watch digital video, with many young people shifting their attention from cable to YouTube or streaming platforms like Netflix.

Consumer behavior has continued shifting with technological innovations, and so has the path to purchase. A consumer’s buying journey now has multiple paths, and brands must rethink how they engage audiences and sequence their messages. For example, consumers can easily bounce between the awareness and education stages due to online research and social engagement before coming close to the purchase stage. Eighty-two percent of smartphone users research in-store purchases on their phones before buying, and 45% read reviews before making a purchase. Consumers have many options at the purchase stage, too — they can visit a store, use a browser, a mobile app, or even a voice assistant to complete a transaction.

And consumers are hyper aware of the breadcrumb trail of preferences they are leaving, and in return expect a personalized buying experience that’s linked across all of those avenues. Data provides a path of information, and marketers have to decide what to do with it.

Why the immersive nature of TV is valuable to marketers

It’s television’s ability to emotionally connect with audiences that makes it much more than a brand awareness vehicle – it’s a versatile medium effective at reaching people in the digital age. Today, “TV” refers to an experience more so than a specific device sitting in the living room. And that experience can be found on-demand, on digital devices, and connected to catalogs of programming for any interest or topic.

But TV’s place as the most immersive medium is cemented. Viewers tune in expected to be drawn into another world. They know for the next hour they’re giving the programming their full attention, and they want the story arc, not just the story. Viewers come back, episode after episode, for weeks. Aside from music maybe, TV is the only media experience in which people expect to be transported emotionally to another world.

Evolving from awareness to something much more

TV has historically been used for brand lift, awareness and share of voice. But, as technology has transformed the journey to buy, it has also changed the way television can influence and measure. Today’s television – data-driven and targeted – can refresh and reinforce messages to specific segments, foster loyalty and advocacy, educate during the research phase, and sell products.

It’s time for agencies and advertisers to take a fresh look at TV’s purpose in the advertising mix. As consumer purchase behavior has evolved, TV advertising has adapted to be more relevant, targeted, measurable, and flexible. In a world where the consumer buying process spans multiple screens, TV can drive better return on ad spend (ROAS) than ever before.

In the next few posts in this series, we’ll explore the different stages of the customer journey and the role of TV advertising at each stage.

Next, see the Awareness stage of the customer journey.

After Awareness comes the Preference stage, where marketers can use TV advertising as an education and consideration tool. Data is vital to reaching consumers at the Purchase stage and engaging meaningfully with customers at the Advocacy stage. Finally, see the conclusion to our series here on TV’s importance in the context of evolving consumer behavior.

This Week in #TVNews: the Midterms, ‘Breaking Bad’ and Ed Norton

The big news for us this week – the launch of Cadent Advanced TV Platform – made headlines in AdExchanger, Broadcasting & Cable, MediaPost, VideoNuze and more. Read more about our platform from one2one Addressable COO Jamie Power here, and check out TV news from this week, below.

Political TV ad spend and ratings soar. A record $2.9 billion was spent on political ads for the midterms, according to Advertising Analytics, and broadcast TV brought in nearly $2.4 billion. Additionally, about 32 million viewers tuned in to election results across Fox News, CNN and MSNBC and broadcast nets NBC, ABC and CBS, according to Nielsen live-plus-same-day data. The coverage overall was the year’s sixth most-watched program. (Ad Age)

‘Breaking Bad’ gets another spinoff. “Better Call Saul” and “Breaking Bad” lovers rejoice: we’re getting another installment in Vince Gilligan’s meth empire universe. This one is a Jesse Pinkman story set after the series conclusion. (The Verge)

The first rule of TV analytics is don’t talk about TV analytics. Just kidding – discussing TV analytics and return on ad spend is important. “Fight Club” actor Ed Norton is raised $12 million in Series A funding for a data-analytics startup he cofounded that measures how effective TV ads are at driving outcomes. The startup, EDO, works with ESPN, Turner, NBCUniversal, Warner Bros., Lionsgate and Paramount. (Variety)

Disney names its new family streaming channel. Disney+ is coming next year with content from Disney, Pixar, Marvel and Star Wars. Original content, including a Star Wars show, will premiere on the streaming service which Bob Iger said would be “very elegant and very brand-centric” with “navigational features that don’t exist on other platforms.” (Washington Post)

See TV news from last week.

Meet Cadent Advanced TV Platform

Today, we launched an advanced TV platform that will make addressable television planning, execution and attribution easier for advertisers.

From experience, I can tell you that Addressable television is not hard to understand. The concept is pretty simple: identify the right households, send messages only those high-value audiences and have the ability to measure each campaigns impact against a brand’s KPI. Yet for all its promise, addressable television still does not get even close to its fair share of an advertiser’s media budget to date.

Over the last 5 years, our team has executed more than 3,000 addressable television campaigns. From that experience, I can also tell you that historically properly executing an addressable television campaign at scale was an extremely complex and very manual pain in the a$$.   

However, the application of technology finally makes addressable television a scalable media channel for advertisers. Data enabled TV is starting to gain more significant traction with advertisers – according to an ANA and Forrester study, a third of advertisers plan to leverage addressable TV this year. As the medium gains ground with advertisers, Cadent is helping meet demand by making addressable easy via our advanced TV platform.

Simply put, addressable without technology is hard. Cadent Advanced TV Platform solves for all of challenges our team has worked through over the last five years. Our historical data, predictive analytics and algorithms help brands optimize campaigns against their desired business outcomes.

Here’s how we can help:

Deliver unified targeting at scale. Cadent Platform lets the user define target audiences that can be uniformly executed across all 70 million addressable TV households. Same data set, same target audience, across all screens – the platform is data agnostic.

An intuitive workflow that simplifies processes. Our simple step-by-step wizard guides users through the process. Campaign specs are entered, including budget, flight dates, targeting selections. Most importantly, campaigns are optimized based a client’s campaign objective. Optimal budget, reach and frequency are recommended by understanding the specific goal for each campaign.

Learn from our mistakes. Our platform brings proprietary algorithms for more informed addressable buying and the ability to forecast audience delivery/reach by each supplier and recommend optimal frequency to drive results.   

Aggregated results with actionable insights.  The platform has consolidated reporting. Campaign pacing, media delivery and advanced analytics are brought together in a single view.  Post campaign, an interactive report is sent to agencies or advertisers – clients are able to access easy-to-understand charts, gain insights against specific KPIs and fully understand performance.

Recommendations for optimization. Because simply knowing a campaign worked is not sufficient for clients who want to constantly improve performance, our platform goes past results and provides recommendations to optimize future addressable campaigns, linear television media effectiveness or targeting audience allocation.  

Read more about our Addressable Platform.

Cadent Launches Next-Gen National Addressable TV Platform

NEW YORKNov. 7, 2018 — Cadent (cadent.tv), the leading platform for advanced TV, today launched its next-generation addressable TV platform for advertisers, media planners, and networks. The new Cadent Advanced TV Platform provides a simplified workflow that connects national addressable TV demand with Cadent’s inventory partners.

Cadent Advanced TV Platform provides access to 70 million US addressable households through cable, network, and OTT supply relationships. By removing the complexity associated with the different technologies and processes of various TV inventory sources, the platform provides a unified, transparent workflow for purchasing addressable advertising on a national basis.

“Television, the most powerful storytelling medium, must evolve to satisfy the needs of today’s analytics-savvy advertisers,” said Eoin Townsend, Chief Product Officer of Cadent. “Cadent’s mission is to help the TV ecosystem evolve to this data-driven future, and with this launch, we’ve taken a huge step forward for our advertisers and pay TV partners. We’ve streamlined the complexities of household addressable TV campaigns to help accelerate spend, while helping our partners expand the reach of their unique supply to meet the needs of national buyers.”

With Cadent Advanced TV Platform, advertisers can plan and optimize against customized marketing goals including sales or brand lift, customer acquisition or reactivation, and competitive conquesting. The platform provides unified reach, frequency, and attribution across its addressable (linear, IP, and VOD) supply. Using the integrated TV data ecosystem, advertisers can build custom target audiences using first-, second-, or third-party data that are anonymously matched to US addressable households.

To date, Cadent has delivered more than 3,000 addressable TV ad campaigns.

The Association of National Advertisers (ANA)* and Forrester found 70 percent of advertisers still view traditional TV as the most effective means of achieving long-term brand building objectives, and that these advertisers are increasingly incorporating the data-driven approaches of addressable and advanced TV into their plans. Specifically, 15 percent of ANA members reported that they are incorporating addressable and advanced TV buying techniques into their plans, with another 20 to 30 percent testing these approaches this year.

Jim Nail, principal analyst at Forrester, notes in The Inflection Point for Addressable and Advanced TV is Here Now. Really** that “as this inflection point draws more advertisers in categories like auto, travel, and financial services into using addressable ads, the long-expected change in the TV ad industry will come to be. TV planners and buyers will need to develop new data skills and new frameworks for building TV campaigns to take full advantage of the potential.”

Cadent Advanced TV Platform eliminates fragmentation issues, making it easy to plan, buy, and manage campaigns at scale. With Cadent, brands and agencies can reduce waste, gain planning efficiencies, and have full transparency into the results. Earlier this year, the company consolidated its various brands: Cross MediaWorks, Cadent Network, Cadent Technology (formerly BlackArrow), and one2one media into a unified new brand – Cadent. Additional information is available at www.cadent.tv.

About Cadent
Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and digital media—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

* ANA Blog, “New ANA/Forrester Survey — Good News For TV Industry,” May 18, 2018www.ana.net/blogs/show/id/mm-blog-2018-05-good-news-for-tv-industry

** Forrester Blog, “The Inflection Point for Addressable and Advanced TV is Here Now. Really,” March 1, 2018https://go.forrester.com/blogs/the-inflection-point-for-addressable-and-advanced-tv-is-here-now-really  

Perception Versus Reality: What’s Possible with Addressable TV Today

[A version of this post originally published on Ad Age.]

There is a reason why 90% of advertisers that use addressable television in their media plans repeat the strategy for future campaigns–it works.

The promise of addressable TV–delivering relevant ads to individual households–has been here for a while. The biggest challenge the marketplace faces now is identifying what’s truly possible with the medium. Like the early days of digital, there is a lot of confusion.

Many discuss addressable without a full understanding of the opportunities this new medium brings. My advice to marketers: don’t let this opportunity pass you up because you don’t understand the full range of possibilities that addressable presents.

Addressable TV myths in the marketplace:

There isn’t scale. There are 120 million TV homes in the U.S., according to Nielsen, and by our count, more than 65 million of those households have the technology to receive an addressable ad. The largest addressable multichannel video programming distributor (MVPD) delivers only 16 percent coverage against U.S. TV households. By aggregating inventory, we give advertisers access to the full footprint: more than half of total U.S. TV households—more than enough to reach relevant audiences at scale.

The average campaign is targeted to 15% households, allowing brands to reach only relevant, high-value households for a specific campaign. An estimated 40 billion addressable TV impressions will be delivered this year.

Addressable is not an efficient medium. Addressable TV does have a higher CPM than traditional television. While a more targeted approach warrants an increased CPM, many advertisers get sticker shock and assume addressable is too expensive. A little math can help brands determine the most efficient way to reach relevant audiences. If the national household CPM is $5, and the brand is only targeting 10% of households, once you factor out the waste, the brand is really paying a $50 household eCPM to reach that specific audience. As long as the addressable CPM is below the $50 eCPM, it is a more efficient vehicle to reach the specified audience. While addressable is an efficient means to reach audiences, the ability to close the loop on television effectiveness delivers immeasurable incremental value.

Addressable TV exposure cannot be directly linked to business outcomes. In fact, addressable TV is the only environment in television that we can control for exposure. Using a test versus control methodology, all households are in target with the only variance being the incremental message frequency, therefore all the other noise is cancelled out. Because addressable TV is not the only medium running during a campaign’s timeframe, many people assume we can not cleanly measure its impact on driving consumer purchase activities. This is false; marketers can measure direct impact to sales.  Post campaign, we are able to isolate the incremental impact of the campaign against a brand’s KPI (i.e. ROAS, lift in penetration, share shift, web traffic, foot traffic, etc.).

Cross-screen targeting and attribution is not yet possible. Data has been used for targeting in the digital space for decades. With the addition of addressable TV, marketers now can deliver unified targeting at scale, across all screens (linear, VOD, OTT, Mobile). As audience viewing behavior moves across screens, data and technology have created the opportunity for unified reach. The linkage created by identity graphs creates visibility into whether a consumer saw an ad on a digital screen, television or both. With unified targeting and measurement, optimizations can be made for future campaigns after we understand the channel allocation to maximize ROI.

Addressable is a test. The truth is that addressable TV allows brands the opportunity to reach high value audiences at scale and connects ad exposure to business outcomes – it’s a proven media plan component that gives marketers the ability to understand the effectiveness of their campaigns by providing data to optimize future campaigns. Addressable is not a test. We know data works, we know the technology gets the messages in front of the right audiences. While addressable is not perfect, it presents a real opportunity for advertisers.

Fact, if your brand is not yet using addressable TV, you are are missing out.  Educate yourself on this real opportunity. The future of TV is already here.

Read more on addressable TV advertising from Jamie Power.

This Week in #TVNews: Attribution, FilmStruck and Political TV Ads

This week, we’re looking at a wide breadth of TV news, from the demise of a classic movie streaming channel to new guidelines for attribution in advanced TV. Read the latest:

IAB lifts the haze around advanced TV attribution. The IAB released an Advanced TV guide on attribution in the realm of Advanced TV. Topics in the ebook include single-touch versus multi-touch attribution, data collection methods, what to look for an in attribution partner and operating in a cookie-less environment (which Addressable TV and OTT/CTV do). (IAB)

The latest streaming numbers. Streaming TV services, like Hulu Sling TV, and PlayStation Vue, have seen a 292% increase in plays and a 212% increase in viewing hours. (TechCrunch) Consumers will be happy to hear that streaming quality is improving, with a 22% decrease in video start failures, a 7% shorter wait time for video to start playing and 25% higher picture quality, according to Conviva.

Classic movie streamer is set to shut down. FilmStruck, the classic movie streaming channel from Turner Classic Movies and the Criterion Collection library, closes shop at the end of November. The service offered almost 2,000 classic movies. Check out The New York Times’ list of titles to watch before the channel retires, including Czech comedy “Daisies” and dark comedy “Withnail and I.”

Get out the vote (to people over 37). According to an Adobe survey of 2,000 Americans, many voters younger than 38 aren’t seeing political TV ads. Almost half of likely voters 18-37 said they hadn’t seen a political ad leading up to the midterms, compared to 5% of respondents 73 or older who said they hadn’t seen any political ads. (Adweek)

See TV news from last week.