Innovating to a Fault … One Year Later

So where are we today Did my previous article have an impactamp160There are a few advertisers who were very vocal about their significant shift of money from TV to digital over the past two yearsamp160You know who you are It doesn39t appear to be a coincidence that the majority of these companies have not posted solid sales or earnings quarter after quarter during this timeframeamp160 More than one advertiseramp160in fact has begun to invest more money in television reversing course and this appears to be a pattern amp160as TV spend has been seen to not only build reach but also enhance the effectiveness of digitalamp160amp160It is no secret the scatter market has seen strength it hasn39t enjoyed in several years and I believe a major contributing factor is the renewed appreciation of the role of TV in the media mixDo not get me wrong this is not a chest pounding exercise because it would be disingenuous to say TV doesn39t have its own set of challengesamp160 In this regard there is serious room for improvement and I am hopeful that 2016 will be the year of enhanced TV measurement due to Nielsen39s Total Ratings efforts and serious competition from the comScoreRentrak mergerOver the last year the most frequent stories in the trade pressamp160concerning digital media limitationsamp160centered around viewability and measurementamp160 From where I sit those shortcomings still existViewability In 2014 Google reported 561 of online ads were not seen because they were placed below the fold outside the viewable area of the screenamp160amp160Even ads above the fold doamp160not necessarily generate a viewable impressionamp160amp160To date little progress has been made to switch from served impressions to viewable impressionsMeasurementamp160Buyers and sellers are still debating the efficacy of counting a display ad as an impression if only 50 of their pixels are in view for a minimum of one second and an online video impression counting after just two secondsWhile viewability and measurement are still massive headaches for clients and digital media the headlines this year have been stolen by ad fraud and ad blockers This is like taking a sledge hammer to one of the core tenets of advertising ad exposure to a human beingAd fraud Security firm Imperva has reported that 48 of the timeamp160ads are viewed not by human beings let alone the desiredamp160target but by quotbotsquotAd blocking Pagefair ampamp Adobe report that 16 of total US ads were blocked in 2Q15 with 45 million people using ad blockersThe IAB has reported that a variety of issues surrounding digital advertising mainly ad fraud and ad blocking are costing marketers 185 billion a year 82 billion of that in the USTo be fair I will reiterate what I said last year that a balanced media plan that is measurable is best for advertisers Therefore key digital components should be included because we all root for our clients to succeedamp160 I urge moderation much like eating carbs and sugar is fine but don39t overdo it Television is so good right now given all the options out there for consumers and advertisers and we are clearly seeing marketers come back to the realization that it is highly effective for themamp160 Again there is no need for hyperbole but on the street and in agency hallways some of the most influential media buyers are saying their clients may reverse the migration of ad dollars to digital and reinvest in televisionamp160 Only time will tellSo once again I call on my friends and colleagues in national TV ad sales and buying to come together and vigorously defend our medium and help our clients succeedThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Innovating to a Fault … One Year Later

Author

Publish date

Channel

Michael Teicher

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Innovating to a Fault … One Year Later

Enjoying This Commentary? There's More to Love

Michael Teicher

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

The payment was successful

Cookies