The postponement and cancelation of every major sports league has created an entirely new reality for marketers and broadcasters alike. Sports have emerged as the absent center of the media landscape, one that has come to symbolize the disruption from COVID-19 in our industry.
It makes it easy to forget that, before the sudden pause, the value of live sports was coming under serious scrutiny. The NBA’s TV ratings were down dramatically. The Olympics, March Madness, MLB, and other marquee sports properties are demonstrating similar trends. Super Bowl ratings this year had inched upward - but it was the first time that had happened in five years, and the multi-year downward trend for the landmark game is unlikely to change course.
Across the board, traditionally reported sports TV ratings were down, and it all begs the still-pressing question: should networks and advertisers freak out?
Topics: 4C Insights
Given the current regulatory climate around consumer privacy, many ad industry observers are anticipating a broad move away from audience-based targeting in the digital space, with contextual targeting increasingly being presented as the primary alternative. While this shift might seem logical on the surface, the binary thinking represented in the audience-versus-contextual debate is problematic, particularly as the thinking expands out to emerging channels like Convergent TV.
Topics: 4C Insights
A survey conducted by 4C and Advertiser Perceptions indicates that ad buyers are pursuing cross-channel campaigns but remain challenged by a lack of unified measurement. The survey, of 300 ad decision-makers in the U.S. and U.K., found that 75% are running integrated campaigns, with 22% saying they intend to do so within a year, and another 3% saying they have no plans to do so. Video is a key catalyst in driving cross-channel as viewers fragment among platforms.
How data is being used to improve monetization and user experiences is one of the hottest industry topics these days. But is data living up to its potential? At our recent VideoNuze Online Video Ad Summit, we focused a session on this question, with panelists including George Musi (EVP, Data, Analytics, Insights, Blue 449/Publicis Media), Lance Neuhauser (CEO, 4C), Bre Rosetti (SVP, Director of Strategy and Innovation, Havas Media), Vikram Somaya (SVP, Global Data Officer and Ad Platforms, ESPN) and Dan Punt (Managing Director, FTI Consulting) moderating.
The session explored the value of data for brands, using data to uncover what’s meaningful to consumers, how to deal with limitations imposed by walled gardens, how data can power subscription models, when does value of data actually start to diminish, the importance of having the right infrastructure and talent in place, evolving to data-driven decision-making, complying with GDPR and much more.
At our SHIFT // Programmatic Video & TV Ad Summit a couple weeks ago we had two sessions that were connected: one that focused on executing the roadmap for success in audience buying and one that focused on maximizing data’s ROI.
Panelists for the audience buying panel included Gabe Bevilacqua (SVP of Product Management, Advanced Advertising, Viacom), Jason DeMarco (VP, Audience and Data Solutions, A+E Networks), Anupam Gupta (Chief Product Officer, 4C Insights) and Adam Hecht (VP, Monetization, SintecMedia), with Mary Ann Halford (Senior Advisor, FTI Consulting), moderating.
Panelists for the maximizing data’s ROI panel included Scott Ashby (Sr. Director, Advanced Ad Products, Fox Networks Group), Judith Hammerman (SVP, Data Solutions & Programmatic Solutions, Time Inc.), Mark Risis (Head of Global Data Partnerships, IBM Watson Advertising), Damian Garbaccio (Global Chief Revenue Officer, Nielsen Marketing Cloud), with Brian Leder (Partner and Chief Strategy Officer, Promatica), moderating.
Watch the session videos now!
NBCU is enabling clients to buy national TV ads using a self-serve programmatic TV approach. The new private market arrangement is powered by technology provider 4C. NBCU already works with AOL, TubeMogul and Videology to enabling programmatic buying of its ad inventory. The first client using the self-service approach is Target, which will be able to meld its first-party customer data with NBCU’s own audience data to target certain viewers with ads.
Target’s agency of record is GroupM’s Essence, which is where Adam Gerber, formerly SVP of Client Development and Communications at ABC, was recently appointed SVP of Investment for North America.
4C Insights, a data science company, announced a suite of TV ad planning, buying and measurement tools called 4C TV. Collectively, the tools are meant to give advertisers and agencies the ability to efficiently zero in on their most-desired audiences by leveraging multiple data sets. At the Advanced Advertising conference in NYC, chief product officer Anupam Gupta gave me a short demo illustrating how a buyer can use a simple workflow to quickly create a targeted TV media plan using 4C TV.
Topics: 4C Insights