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.
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 (ACR) is changing that.
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.
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.
Over half of digital marketers believe cookie-based advertising will die out in the next 12 months according to Viant’s new Power of the People study. The study of 251 brand-side marketing managers in the UK revealed a collective move towards a people-based approach, which gives marketers the ability to advertise to real people linked across multiple devices using registered user data.
In acquiring Adelphic, Viant hopes to create a “people-based DSP” that combines media execution with deterministic data from parent company Time Inc. AdExchanger caught up with Tim Vanderhook and his brother, Viant COO Chris Vanderhook, in this Q&A to talk about how Time Inc. can bring its ad tech vision to life.
How we measure TV advertising – and how those methodologies compare to those used in digital – continues to be one of the most contentious issues in the industry. Jeff Collins, CRO at Viant, says that TV’s panel-based measurement is no longer fit for purpose, and that the future is a people-based approach that looks at both engagement and data gleaned from automatic content recognition (ACR).
Forty-percent of customers account for 80 percent of purchases at department stores. For retailers, these Heavy Spenders are the Holy Grail of shoppers. Understanding who they are, and how they shop, is key to marketing to them as these shoppers appear to defy the traditional demographics.
Last week at Attribution Accelerator, some of the foremost leaders in advertising and analytics came together to discuss the current challenges of attribution modeling. While there was a lot of enthusiasm for the event, one of the key themes echoed by various speakers and attendees was the dire need for advancement in measurement solutions.
As device proliferation continues to grow exponentially, the need to reach consumers across all screens has become an increasingly critical component of a marketers’ advertising strategy. Marketers are rising to the challenge by adopting people-based approaches that rely on real, first party data and identity management to close the loop.