TVB's Big Push to Local Impressions-Based Campaigns

Why Impressions The reasoning is simple quotThe bottom line is this All other media are being transacted on impressions even network TVquot said Steve Lanzano president and chief executive officer of TVB quotFor us to be able to integrate all of the assets we have amp8212 whether it39s overthetop streaming websites amp8212 and put together an integrated package for an advertiser we need to go from percentages to actual impressionsquotLanzano believes that we have reached the tipping point to make the move to transact on impressions especially in a world on the threshold of automated buying This move to impressions will quotfacilitate automated buying and give us some real tractionquot he noted In addition the move to impressions will enable local TV to become more targeted by placing additional data on top of the impressionsOvercoming Change AnxietyAnd yet despite the soundness of the idea the local industry has been slow to move to impressions quotWe know that people don39t like to changequot said Hadassa Gerber executive vice president and chief research officer at TVB quotThat is probably the biggest challenge As Charles Kettering said 39The world hates change but it is the only thing that has brought us progress39quotGerber noted that while most video platforms are currently trading on impressions local television is not amp160This creates a friction point among buyers who have to do the conversion themselves to integrate local into a larger buyIn agencies quotplanning has always been based on ratings but we bought on impressionsquot Gerber noted Today advertisers and agencies are ready to standardize based on impressions When the 4As polled its members on the best option for currency across channels seven out of 10 said it was impressions quotWe are trying to make things as easy as possible for agencies to buy local televisionquot she saidMoving Towards a Common MetricquotThere are hidden audiences that advertisers want to accessquot Gerber explained Unfortunately the reported ratings in local are only out to the tenth decimal point amp8212 not fine enough to realize the actual audiences that may be viewing Often the rating is reported as zero quotThey see zeros when they want to buy and they can39t buy programs when they are zeroquot she added quotThey see zeros on their posts even though there could be audiences there With impressions there are always audiences therequotThe argument for impressions rests on the future of marketing measurement quotPoint number one is that this facilitates crossplatform measurementquot Gerber said quotPoint number two is uncovering hidden audiencesquot With impressions advertisers can buy more programs increase their reach and know that they will have greater accuracy for program performance Stations are also interested in moving towards impressions because they have digital properties that can be linked to onair using impressionsFor those agencies that still fear the move to impressions for measuring local TV advertising performance Gerber has some encouraging advice quotBuying on impressions does not preclude planning on GRPsquot That may just be the impetus some agencies need to make the movePhoto credit William Iven UnsplashClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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TVB's Big Push to Local Impressions-Based Campaigns

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Charlene Weisler

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TVB's Big Push to Local Impressions-Based Campaigns

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