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The world of multiscreen TV advertising is in constant motion. It seems every day there is a new technology or offering that promises to upend the industry. Advertisers want simplicity and performance from their media spend, and yet it’s increasingly hard to discern what moves the needle and what is just sales spin.
For many advertisers, news programming offers a trusted and effective environment. But some brands avoid it, convinced that proximity to unpredictable news coverage will unwittingly associate them with controversial or negative content. However, research shows that these fears are unfounded.
TV advertising has always been a powerful performance vehicle. In fact, a recent study from The VAB found that first-time TV advertisers saw an average increase of up to 42% in unique website traffic. But the complex ad buying process can be daunting especially for marketers with little TV ad experience and limited budgets.
In an era where TV advertising is evolving rapidly, consistency in language used across the industry is more important than ever. However, new research conducted in partnership with Advertiser Perceptions reveals that only 20% of advertisers say terms are consistently used by their partners, illustrating a lack of alignment on the vocabulary used regularly to describe key components of the TV ad ecosystem.
Live sports keep audiences on the edge of their seats all year long. In fact, around 88% of Comcast households watch live sports throughout the year, and these households spend an average of 23 hours per month watching live sports.
Super Bowl ad opportunities come at a premium – topping $8M for a 30 second spot – limiting the brands that can align with the big game. But that doesn’t mean your brand message can’t find opportunities with similar impact when it comes to reaching the right set of viewers.
Television advertising has long been the cornerstone of effective advertising for brands. Today, as content moves across screens and devices, multiscreen TV advertising continues to drive results throughout the marketing funnel.
It’s that time of year: stores are blasting “Jingle Bells,” streets are lined with seasonal decor, and peppermint mochas are back. With the holidays here, consumers are eager to get in the seasonal spirit. And what better way to do that than by cozying up with loved ones to watch a holiday flick?
For years, audience numbers for local cable and local broadcast have been underreported, depreciating the power they hold in reaching viewers. Measurement based on “panel-only” data had resulted in an under-counting of audience and impression availability.
Thanksgiving sets the stage for the holiday shopping season, providing advertisers with a unique opportunity to engage viewers across screens during Thanksgiving week.