InteracTiVoty: If You Don't Like Change, You're Going to Hate the Alternative - Bob Pares - MediaBizBlogger

For decades now the advertising industry has been asking for greater accountability knowing that there39s a lot of 39wasted39 ads being served Sure we all know advertising works it39s the 39how wellunder what circumstances39 part that39s vexingAccountability is a major reason that advertisers are becoming comfortable with increasing budgets for advertising on the web They can count every click and provide detailed metrics for various ways to measure ROI better than mostWell what if we had these types of measures for the billions of dollars spent on TV We all know that the promise of secondbysecond STB data is enormous Add to that the growing impact of DVRs and commercial avoidance and the desire for these types of measures is easily apparent With DVR penetration already over 60 in homes with HHI 100k a rather attractive target group no we can no longer ignore the opportunity for taking the next steps towards accountabilitySo why aren39t more people clamoring for change and the accountability that can come with itOne reason is that many networks and media agencies do not feel a compelling need for these new measures or are so strapped with their current margins that they cannot afford any new tools especially in this economy Another reason is just a natural resistance to change and the belief that if it ain39t broke don39t fix itThen there are the kneejerk reactions and brushoffs to anything that threatens the status quo 39Oh but there39s only sporadic STBSBSDVR information we39re comfortable with If I39m buying a gazillion GRPs over a season doesn39t it all come out in the wash Aren39t I 39pinging39 my target audience over and over39 Well the honest answer is Yes if you throw enough money at the target the system works as well as can be expected given the performance metrics that have been at hand But there39s clearly a lot of wasteIt39s amazing how there39s such a natural resistance to change It all makes sense when we consider that change may bring more work unknown benefits and greater expense but what if it brings clear benefits and increased ROI Isn39t this possibility worth a hard look This is where the opinions tend to split the advertiser clients are increasingly frustrated with the status quo and are starting to take more interest in the real possibilities for greater accountabilityBut the main idea of accountability is to drive efficiency and increased ROI isn39t it In a world where a majority of highlyattractivetargeted viewers are using their DVRs to heighten their TV experience why wouldn39t we want to understand the behavioral details of DVR usage The industry now has new metrics for commercial ratings by positioning the impact of podbusters and promos interactive advertising clickthrough rates and so much more The industry is now at the threshold of having far greater insight for knowing when and where TV ads are working well being seen by the targeted viewers who do or do not buy their brand or category And then there39s the more futureoriented iTV possibilities that work so well on a DVR platform One of the best ways to counterbalance the commercial avoidance of fastforwarding with DVRs is to also investigate the far more attractive optedin viewer who chooses to interact with your 23 minute contentHow much more valuable is the optedin viewer who spends 34X more time paying attention to your message compared to the possibility of a viewer paying attention to your 30second spotBut what is the reaction from the companies who spend the billions on TV advertising Traditionally they have left decisions for which buying and planning metrics should be used to their agencies Agencies cannot be faulted for trying to be very careful with their expenditures for new tools and often cannot fund anything 39new39 without explicit client support At a time when agencies are being squeezed for every nickel they cannot be expected to lead the charge for greater accountability unless things change a bitThe networks also have shown natural resistance to the transparency that these new accountability measures provide and why wouldn39t they Having full transparency fundamentally changes the way of doing business that so many have enjoyed for decadesSo the agencies cannot easily afford these new tools and the networks are not incentivized to use them But the if the advertisers and the industry at large truly wants greater accountability perhaps they can lead the charge by helping to fund the amazing new tools that are increasingly available and work with the fascinating new advertising opportunities that TV will continue to provide like no other medium canSo here at TiVo we are vilified as the creators of the 39change39 that has unsettled so many We are also leading the charge for enhancing the overall iTV advertising platform and generating amazing new insights with our secondbysecond settopbox data Change can be empowering especially when the potential for efficiency is so apparentBob Pares is Vice President Advertising SalesAudience Research ampamp Measurement TiVo Inc

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InteracTiVoty: If You Don't Like Change, You're Going to Hate the Alternative - Bob Pares - MediaBizBlogger

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