TV Execs Push to Include Out-of-Home Viewing in Ratings

Local TV station executives are increasingly aware that viewers watch content on all kinds of devices. Accordingly, NBCUniversal and Hearst have stopped using traditional ratings and switched to total viewer impressions, which will count all the ways a show is viewed. Other local TV groups vowed to do the same by 2020. At the same time, national TV executives also plan to add in those who view shows outside the home, in offices, hotels and the like, into final ratings. Nielsen has long dominated ratings of linear TV viewership. Continue reading TV Execs Push to Include Out-of-Home Viewing in Ratings

Facebook Watch Readies Original Content for Summer, Fall

Social giant Facebook revealed that its strategy for building viewership of Facebook Watch is paying off, saying it is experiencing “big momentum” for the platform with original shows such as Jada Pinkett Smith’s “Red Table Talk” and “Sorry for Your Loss” with Elizabeth Olsen. Facebook Watch, since its launch two years ago, has a global daily user base of 140 million people who each spend an average of 26 minutes per day watching videos, nearly double from 75 million daily users in December who watched 20 minutes daily. Facebook has inked a series of partnerships and has more original content on its way. Continue reading Facebook Watch Readies Original Content for Summer, Fall

Facebook Debuts Showcase Upfront-Style Advertising Sales

Facebook debuted Facebook Showcase, a premium video-ad program to let buyers for online video/TV ads nail down guaranteed rates and impressions up to one year in advance. With the program, Facebook makes a more aggressive move into upfront buys for its content; its previous program only let advertisers buy video ads one quarter in advance. The Showcase program, which is now only available for ad campaigns aimed at U.S. audiences, coincides with the company’s increase in original content for its Watch video service. Continue reading Facebook Debuts Showcase Upfront-Style Advertising Sales

Discovery’s Snapchat, Amazon Channels to Extend Franchises

As the annual upfront ad sales season begins, Discovery Communications has made it clear it plans on a path to growth through international expansion and digital content for Snapchat and similar platforms. The company recently inked a deal to develop shows for Snapchat’s Discover platform and will also add a Snapchat channel to its sport network Eurosport. It plans Winter Olympics content for the latter outlet. Discovery also is starting a wedding-oriented Amazon channel that takes off from the “Say Yes” franchise. Continue reading Discovery’s Snapchat, Amazon Channels to Extend Franchises

Live Streaming Will Get its Own Upfronts in NYC This October

“Today” show host Al Roker’s newly-formed Roker Media is teaming up with Brave Ventures to launch the “Live Fronts.” The NewFronts-style event, which will provide live-video companies with the chance to pitch to advertisers, will be held in New York City in October. Attendance will be open to “anyone in the business of live-streaming,” said Brave Ventures co-founder Jesse Rednis. Advertising Age describes the event “as a way to showcase the opportunities for marketers and content producers on platforms like Facebook Live, Periscope and YouNow, while at the same time hanging the open-for-business sign.” Continue reading Live Streaming Will Get its Own Upfronts in NYC This October

Advertising Spend at This Year’s Upfronts Predicted to Spike

The move to new technology has thrown a monkey wrench in a roughly $70 billion TV advertising industry that has endured without much change for decades. Since then, television and advertising executives have been trying to determine what the future will look like among a range of competing and confusing scenarios and how to monetize it. That all comes to bear as we approach this season’s upfronts, and some sources are predicting, perhaps counter-intuitively, that ad rates will spike this year for the first time in awhile. Continue reading Advertising Spend at This Year’s Upfronts Predicted to Spike

Web Video is the New TV, But MCNs are Fading for Ad Buyers

Streaming video services, including Hulu and Crackle, are now defining themselves as TV networks to capture some of the $63 billion TV advertising market, still much more lucrative than Web video’s $10 billion in annual sales. Rather than differentiate themselves from cable and network TV by emphasizing their millennial viewers, these streaming video companies are focusing on the ways they are similar to traditional media outlets, even changing their events from “NewFronts” to “Upfronts,” the moniker used by TV outlets. Meanwhile, ad buyers are losing interest in MCNs. Continue reading Web Video is the New TV, But MCNs are Fading for Ad Buyers

Viacom Inks Multi-Year Deal for comScore/Rentrak Digital Data

Ever since comScore acquired Rentrak, the merged companies have posed competition to ratings giant Nielsen. Now, the merged digital measurement firm has signed a multi-year deal with Viacom to help the media giant more accurately target specific demographics across its linear TV, digital, mobile and over-the-top channels including MTV, VH1 and Comedy Central. Viacom offers Vantage as a data-targeting service to advertisers who want to reach “new parents looking for diapers” and other more granular targets. Continue reading Viacom Inks Multi-Year Deal for comScore/Rentrak Digital Data

NBCU Adds First-Time Sales of TV Ads via Programmatic Tools

There’s a sea change at NBCUniversal, which will, for the first time, begin selling some linear TV ad space to advertisers using programmatic tools and advanced data targeting. But the move isn’t as broad as it sounds and requires some parsing. Starting this fall, advertisers will be able to use their own data sets and ad-buying technology to buy on NBC, USA and Syfy. But this isn’t the “real-time bidding” found in digital advertising and marketers won’t be able to cherry-pick individual shows. Continue reading NBCU Adds First-Time Sales of TV Ads via Programmatic Tools

Viacom Marries Madison Ave. and Silicon Valley for Better Ads

Viacom is introducing a new strategy involving the use of big data to optimize the placement of ads. Initially known as Project Gemini (after an early NASA human spaceflight program), and now called Vantage, Viacom’s new big data capabilities were created by data scientists and other technologists hired away from Microsoft and elsewhere. As Viacom leverages Silicon Valley technology in an effort to capture Madison Avenue dollars, competitors are ramping up similar big data strategies. Continue reading Viacom Marries Madison Ave. and Silicon Valley for Better Ads

Digital Media Companies Present for Marketers at NewFronts

The Digital Content NewFronts are an annual event in which companies that offer digital video give marketers a preview of their upcoming programming so that marketers will consider buying commercials ahead of time. This year, the growing event featured The New York Times, AOL, Microsoft, BuzzFeed and others. Among the newest offerings, Condé Nast will announce its plans to rapidly expand its online video content at its NewFronts presentation next week. Continue reading Digital Media Companies Present for Marketers at NewFronts

YouTube’s New Advertising Strategy Uses Traditional Methods

YouTube’s new CEO Susan Wojcicki is changing the way YouTube both sells its stars and sells advertising. To increase recognition of YouTube stars, some established YouTube talent will be featured in traditional television commercials, billboards, and ads in national magazines. The company is also selling packages of its top content across 14 video categories to advertisers. These “Google Preferred” packages offer audience guarantees to advertisers who purchase in advance. Continue reading YouTube’s New Advertising Strategy Uses Traditional Methods

Upfronts: USA Network Unveils Screen Unification Strategy

We recently reported that networks such as ABC, TBS and TNT will be offering new apps that reflect the multi-platform TV Everywhere strategy so prevalent at last week’s Upfronts in New York. USA Network is making a similar move with its “screen unification strategy” that synchronizes the viewing experience across TV, online and mobile. USA, which unveiled its plans on Thursday, will begin rolling out the new initiative in early June. Continue reading Upfronts: USA Network Unveils Screen Unification Strategy

TV Networks Face Unprecedented Challenges in Digital Era

As the upfronts roll out this week in New York City, television networks are facing new challenges: prime time ratings for major broadcasters have been dropping, ad spending is increasingly turning to cable, original programming from the likes of Amazon and Netflix are creating more competition, government regulators are seeking changes to spectrum allocation, and startups like Aereo may impact the subscription revenue of stations. Continue reading TV Networks Face Unprecedented Challenges in Digital Era

Media Companies Compete for Ad Dollars at NewFronts

An array of companies that produce digital online content are offering presentations, parties, goody bags and more this week in New York City as part of their efforts to draw advertising dollars from marketers and agencies. Similar to how the TV upfront season works, media companies presenting at the Digital Content NewFronts are pulling out all the stops to showcase new series and programming ventures for Madison Avenue. Continue reading Media Companies Compete for Ad Dollars at NewFronts

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