Archive for the ‘Uncategorized’ Category

 

Households vs Persons: TV Data’s Biggest Hurdle

While it’s become increasingly easier to collect data on TV viewers thanks to the shift to digital delivery and innovations like ACR (Automatic Content Recognition), TV data still has a big issue to overcome before it becomes as exact as digital data. That’s because TV viewing is rarely done solo—and so the viewership numbers that […]

 

How Quickly Can We Create a Television Spot?

Some time ago, sitting in an agency presentation, I expressed my frustration with an agency’s creative director droning on and on about his “vision” for my product. “Excuse me for interrupting,” I said. “But would you PLEASE get out of your own head and get into MY head!” And that’s how it worked back then, […]

 

The New TV – A Marketer’s Heaven. Have Marketers Been Misled by the Digital Advertising Industry?

At this year’s NAB Show in Vegas, Bob Hoffman, the author of four Amazon #1 selling books about advertising, gave a talk lamenting the changes in the advertising business. He started the presentation by asking what the results of the digital advertising have been. He stated, “The results have been tens of billions of dollars […]

 

Highlights from the 4A’s Decisions 20/20 Conference

I recently attended my first 4A’s conference, the 4A’s Decisions 20/20. It was also my first that focused on the buy-side of the advertising equation. Of course, the entire advertising industry has been transformed by automation that provides the tools to maximize efficiency, impact and transparency. Automation has also engendered changes in management skill sets […]

 

Transforming TV Advertising Buying – Educating the Brand

There is a never-ending stream of information on cord cutting, subscriber loss, audience loss by media providers and consumer viewing behaviors rapidly changing. What is often missed is where the brand managers who own the media dollars are in their transition to understanding this change. I sympathize as it’s all a bit confusing, especially if […]

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