The Anatomy of an Auto Shopper, helps marketers go beyond traditional insights, taking a people-based approach to understand who’s really behind the wheel. From how auto shoppers conduct research before buying to what TV shows they watch and how much they spend at Walmart, this research digs deep into the unique spending and lifestyle habits of the U.S.’s four biggest auto consumers.
While linear TV viewership may be down, people are actually engaging with viewable content more than ever before- only they’re doing so across a wider variety of channels. The challenge for networks is how they can continue to drive new and returning viewers to their programming.
In 2017, TV ad spending will total $72 billion, or 35% of total media spending, while digital will finally surpass TV to capture roughly 38% of total spend. While TV still maintains a large share of total spend, the rise of digital has changed the game for advertisers. How we measure TV advertising – and how these methods compare to those used in digital – continues to be one of the most challenging issues for advertisers.
Great brands care about their customers, always striving to create exceptional experiences that encourage positive brand affinity. In today’s cross-device multi-touch world however, this is becoming an increasingly challenging task for advertisers.
“We’re seeing marketers combine traditional advertising channels with smarter data for a better understanding of RoAS [return on advertising spending], and improved planning and execution for future campaigns,” Viant’s CRO, Jeff Collins, told Food Dive. “With new forms of deterministic data out there today, marketers can connect the dots to gain a more complete picture of an individual’s shopping preferences and media consumption.”
Time Inc.’s total ad revenue last year was up 3% to US$1.71 billion compared to 2015. That was despite a 10% dip in print advertising revenue for the fourth quarter of 2016. But thanks to the purchase of Viant, Time experienced a 55% growth in digital advertising revenue to over US$500 million, with US$166 million of that alone coming in the December quarter. Time said the increase was mostly driven by programmatic ad sales.
With TV ad spending totaling $70.60 billion in 2016, one of the biggest challenges facing advertisers is how to maximize the potential of their ads and get the best ROI. And with the influx of Smart TVs on the market that have this technology installed, ACR is gearing up to play a major role in driving that ROI. Viant has issued a whitepaper, An Introductory Guide to TV ACR Technology, that will help you get up to speed.
As the way we watch TV has changed, so has the approach to TV advertising. Traditionally, TV ads have been run without much thought behind personalizing the viewer experience, and often with limited measurement or feedback on performance. The rise of automatic content recognition technology, or ACR, is changing that.
ACR stands for automatic content recognition. It’s in phone apps like Shazam that can identify any song in seconds. It can identify videos, as well, and it’s increasingly important to video marketers. To spell out why, advertising technology company Viant (which is owned by Time Inc.) has released a guide spelling out everything marketers need to know.
Through the end of 2016, there were 42 million connected TVs in the marketplace, and 37.8 million of them with content recognition capabilities. With TV ACR technology, marketers can discover which households, anonymized, are watching which TV content and seeing what commercials on certain popular smart TVs, and also across Internet connected devices.
Which TV shows are most popular across different household incomes? And what shows prove more popular in certain income groups Business Insider partnered with Viant, a Time Inc.-owned advertising technology company, which analyzed viewing on smart TVs and cross-referenced that data with credit reporting company Experian to find the shows that indexed the highest in the following household income levels: less than $50,000; $50,000 to $75,000; $75,000 to $125,000; and more than $125,000.