Economics of the New Television Marketplace

amp160Vote at JackMyerscom What Should Members of the Writers Guild DoquotDigital is additive and actually drives television viewershipquot commented George Kliavkoff Chief Digital Officer of NBC Universal He noted internal concern at NBC that it would quotcannibalizequot TV viewership when it put primetime shows online last fall But studies conducted by NBC Disney and CBS all found that viewership actually increased Fellow panelist David Levy President of Turner Entertainment Ad Sales and Marketing and of Turner Sports called for TV networks to consider aggregate audience quotOn broadband NASCAR uniques and impressions are up Television is down If you aggregate it you39ll find more people are watchingquot NASCAR than everAsked the biggest trends over the next couple of years the executives said advertising would change in both its execution and ways it39s bought and sold quotI don39t think anyone knows whether it39s a fivesecond preroll or an overlay or a flyin what39s going to work and work the bestquot Kliavkoff said Carl Fremont EVP and Global Media Director of Digitas echoed other future thinkers Jack Myers Media Business Report Oct 30 in calling for a change in ad pricing models quotWe don39t really have the right model yet for how media should be priced It may be impression based but it will also be actionbased as wellquot he said And Tim Armstrong Google39s President Advertising and Commerce North America believes the new technologies will help increase the effectiveness of today39s TV advertising leading to bigger ad dollars for TV amp8211 an increase that he said could equal the dollars moving to online video Reach senior ad execs Advertise on JackMyerscomFor programmers and advertisers using digital and broadcast media effectively is a question of finding the right mix the four panelists said For TBS that means putting the right sports programming on TV and online quotWe39ve been doing this now for PGA championships where we televise the event on Thursday and Friday but also at the same time we are streaming live portions we39re streaming par threes different content than what you39re viewing on televisionquot Levy said quotWe39ve seen a tremendous lift in TV ratings as well as a tremendous amount of streamsquot Armstrong said that Google rather than being what moderator Jack Myers called a quotbrand killerquot amp8211 a mechanism by which small shops can level goliaths amp8211 is a way for brands to enhance and extend themselves For example a Hewlett Packard can use the Web to advertise its full line of thousands of products something Armstrong called the quotlong tail of products in a companyquot and NASCAR can solidify its position as Levy noted quotIf you have a big brand today and you39re not distributing in that mentality amp8230 that39s an opportunity to lose some of your brand essence rather than build itquot Armstrong said New Industry Data Daily at JackMyerscomPanelists also agreed that increased measurement data are not only shaking up the industry but also presenting opportunities Fremont said that secondbysecond measures of advertising viewership amp8211 something not universally utilized today amp8211 allow advertisers to learn at what point during an ad a consumer responds for example by calling an 800 number Kliavkoff confirmed a Wall Street Journal story that said NBC would announce a deal with TiVo to offer advertisers secondbysecond measurement of viewing patterns And Levy insisted measurement would help the creative departments of ad agencies hold sway as better ads were measured for better response quotAgencies used to win accounts based on their creative Then somehow media buying took the cachetquot he said quotI think creative is going to come back be the differentiatorquot Kliavkoff noted that quotbuzzquot in the blogosphere for upcoming NBC shows indicated very well what new hits would be and that networks could save a fortune if they use such data in program development And panelists said behavioral targeting amp8211 when someone gets an ad targeted to them based on their demonstrated interests Jack Myers Media Business Report Aug 6 amp8211 will make ads more effective once it becomes available for TV viewersOne friction point to watch for will be mobile where Kliavkoff said carriers are taking some 70 percent of revenues and giving content producers less than 10 percent While he said the mobile companies wanted to figure out a model that works quotwe haven39t broken the logjam yetquot quotAs an industry we have to work with the companies to fix that or we have to go around themquot he said Crossing that gauntlet should only add to the disruptions in both the digital and mainstream advertising spheresThe JackMyers breakfast was sponsored by content tracking company Teletrax which presented findings from a research report produced by Myers Publishing LLC that was released at the event A free copy of the report Tracking Monitoring and Monetizing Video Content amp8211 is available at JackMyerscom For more information on Teletrax contact Peter Winkler at pwinklerteletraxtv

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Economics of the New Television Marketplace

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