It’s Still About the Cash Register: Embracing Advertising’s Evolution

Letamp8217s start with what weamp8217ve heard from the measurement sector just this year so farAs eMarketer noted in Q2 2024 linear TV delivered the majority of ad impressions accounting for nearly 90 of the time viewers spent watching ads on TV screensThe Media Rating Council MRC accredited Comscore across local markets based on Comscoreamp8217s bigdata devicetuning measurement This comes on the heels of Nielsenamp8217s own MRC accreditation for its Big Data Panel solution which combines firstparty data with its core panel methodology The MRC imprimatur likely better positions Nielsen as it faces growing competition not only from Comscore but iSpot and VideoAmp among othersNot to be outdone at the recent NewFronts VideoAmp announced it has begun its own MRC accreditation processamp8212after recently snagging Paramount Globalamp8217s business from Nielsen and then prevailing over the measurement giant in court in a patent disputeThese developments underscore the disaggregation in currencies designed to gauge the success of video advertising and to align it with audience trendsOf course itamp8217s all amp8220TVamp8221 as far as the consumer is concernedamp8230 but for those of us in the trenches buying andor selling amp8220videoamp8221 broadly defined to encompass all digital and linear video inventory all the recent activity is vitally impactfulMeanwhile other advertising platforms that weamp8217ve discussed in recent columnsamp8212such as digital outofhome DOOH and retail media networks RMNs continue to grow not just in terms of revenue but in their roles within the overall media mixIn 2024 programmaticfueled US DOOH ad expenditures grew more than 7 to surpass 3 billion and are expected to grow to nearly 6 billion by 2028 per various sources RMN spending though still dominated by Amazon and Walmart has grown nearly fivefold since 2019 per eMarketerSo weamp8217re seeing constant profound change maybe even upheaval in the very concept of the currency in which our industry trades audiencemeasurement data and the relationship of these data and methodologies to emerging techenabled ad platformsAt the same time local advertising continues along a steeper growth trajectory than national Global brands are allocating more of their marketing budgets to local efforts with 83 expecting to allocate more than 20 in 2025 per DigidayThe branding so powerfully delivered by national platforms including linear network TV remains crucial Yet ultimately itamp8217s about making the local cash register ringAnd then thereamp8217s the trust factor Survey respondents consistently rank local TV highest for trust and loyalty among all news platforms typically followed by local newspapers National TV platforms follow further behind with social platforms ranking at bottom For all the talk of shifting ad dollars did you know that three digital giants Amazon Apple and Meta amp8211 spent more than 1 billion in 2024 advertising on linear TV including local spot per MediaRadar dataHereamp8217s another way to look at that People grouse about lawyers except for their own attorney theyamp8217ll complain about Congress while supporting their own elected representative and many disdain amp8220the mediaamp8221 amp8230 but not their favorite local TV anchorThe late House Speaker Thomas J amp8220Tipamp8221 Oamp8217Neill famously said amp8220All politics is localamp8221 Many marketing experts assert that all marketing is local tooIn local markets the pool of truly impactful inventory providers is naturally tighter but marketers still need to apply the optimal mix In this everfragmenting highly dynamic mobilized and attentionchallenged environment buying local linear TV or programmatic or social or outdoor in isolation may leave too many desirable audiences untappedEvolving consumer habits and attentionamp8230 disruption in audience measurementamp8230 the trend toward local engagementamp8230 The changing dynamics impact marketing plans of advertisers large and small and how marketing executives justify budgetsIn other words the riskiest strategy for ad buyers and sellers alike is to stand stillAll this may seem to be stating the obvious though I do have a point which is to underscore our reasons for the most transformational step in our companyamp8217s quartercentury historyWe recently acquired LocalFactor a digital ad firm specializing in omnichannel programmatic solutions for large regional and national brands and agencies Weamp8217re combining LocalFactoramp8217s expertise in locally optimized datadriven digital campaigns with Viamediaamp8217s expansive linear TV and digital ad infrastructure to power a localized engine offering brands precision and reach across all channels LocalFactor founder Evan Rutchik who with his colleagues built such a remarkable company in a few short years joins our senior management team and boardAmong many complementary attributes LocalFactor brings established agency partnerships that unlock incremental demand from global brands particularly in markets where Viamediaamp8217s exclusive local inventory and data capabilities are structured to give advertisers a performance edgeWhen we made the announcement I noted that LocalFactor and Viamedia share two essential traits a amp8220locallocalamp8221 marketing philosophy that has served our respective clients well and a peoplefirst culture that empowers employees to innovate and do their best work for clients The newly combined teamamp8217s mandate is clear build the industryamp8217s most advanced privacyfirst omnichannel advertising platform where national scale meets local precision and every campaign is powered by exclusive inventory proprietary tech and differentiated data Our people are tasked with simplifying execution for advertisers and inventory partners alike across every format screen and marketSo now weamp8217re serving buyers more effectively by moving across national local linear and all forms of digital in fact reflecting where the business and the eyeballs are going and assembling the integrated and targeted multiplatform media packages and campaigns theyamp8217re increasingly demandingAnd our objective is to bring along for the ride with us the many inventory suppliers be they MVPDs SSPs broadcasters DOOH providers or others across our network of more than 100 video service providers in 75 DMAs Together with more than 7000 brand partners and 7500 active digital campaigns delivering billions of impressions annually weamp8217re building a truly integrated ecosystem that empowers precisiondriven advertising at scaleBecause today it is imperative to make it extremely simple for media buyers to purchase all forms of content in a way that meets their objectives of even the most sophisticated targetingamp8230 and to make those local cash registers ringPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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It’s Still About the Cash Register: Embracing Advertising’s Evolution

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