Media Planning & Buying in the 21st Century
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Spot Television Ad Spending Will Soar in 2016; Look for Price Increases (CPMs)

2015 will be a relatively soft year for TV ad expenditures because it is an off year for the Olympics and election spending hasn't yet taken off.

In 2016, however, campaign PACs will unleash turbo charged spending increases.  Political spending could increase to $3.5 billion (+20%) as it will be the first year that there is no incumbent since the Supreme Court eliminated spending caps.

In 2016, look for sharp price increases in local television due to increased demand resulting from political spending AND the Olympics.
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Programmatic Buying: Garbage In, Garbage Out

5/11/2015

1 Comment

 
In the 7 Habits of Highly Successful People, Stephen Covey cited one of his key rules for success: "Begin With the End in Mind."  OK but, what is he end in mind one should expect from programmatic media buying?  "Garbage In, Garbage Out."

Whether buying programmatic or traditionally, media selection decisions are always based on three key inputs--Audience, Impact, and Cost. The problem is that the models  or algorithms used to project the most efficient media are based on garbage audience data. At this point we have to deal with the issue of "garbage in, garbage out.") The garbage I am referring to, of course, is audience based on Viewability estimates.

So the first question is, what is Viewability?


What is Viewability?
Viewability is defined for display ads as having at least 50% of the web page containing your ad is "in view" for one second or more and two seconds or more for internet video. Really?  A one second view is the literal blink of an eye, not providing enough time to communicate much of anything. 

Research from several well known research companies has found that ads need 5-10 seconds of screen time before they can raise consumers'awareness of or attitude toward a brand.

Issues
Some additional issues regarding Viewability include:
  • Viewability overstates size of audience.
  • There is a correlation between programmatic and decreased levels of viewability.
  • There is an increased incidence of fraud
  • Overstated audiences can make bad buys (inefiient) look like good buys (efficient)
  • "As an advertiser I want my ad to perform...the problem with programmatic is that you buy, but you don't know what you are buying."  (Campos Silva/Google Program Manager/Brazil) 
  • So after filling up your bag full of viewable impressions, what do you really have?  For example, if the computer output says you have just bought 100,000 target impressions.  Thinking about the end in mind, what exactly did you buy-- 100,000 what?


Garbage in, garbage out.






1 Comment
Darlene Unsett
5/26/2015 07:33:59 am

Thanks for the heads up on programatic media buying, (sounds problematic to me). It's so hard to know the best sources for advertising. I'm something of an amateur, and often feel like I'm grasping at straws when it comes to media buying, but now I know one more thing to steer clear of. Thanks for an interesting and informative blog.

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