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Marketing Maestros

Elevating the Role of Marketing Procurement

By Bill Duggan, Group EVP, ANA
Posted: Jun 25, 2013 12:00am ET

ANA has just released a new white paper, “Elevating the Role of Marketing Procurement.” The work focuses on procurement success metrics and is based on a quantitative survey with 113 marketing procurement professionals as well as select qualitative interviews.

The discipline of marketing procurement is evolving. As a result, the types of metrics and measures of success vary depending on the maturity of marketing procurement within an organization. Cost reduction and cost avoidance remain the two top metrics for measuring success. However, with time, greater engagement and impact of marketing procurement drives the need for more advanced ways of assessing positive impact on the organization. Cost reduction for the pure sake of cost reduction is a short-term strategy and is not sustainable.

As a result of the expanded vision of marketing procurement, it must evolve from a tactical role (cost reduction) to a more strategic one. When asked about the “ideal importance” of the metrics, the top ranked metric was improving marketing ROI. Additionally, we see other, more sophisticated metrics emerging: process improvement, innovation, and market share increase. These measure­ments capture a longer-term perspective of the value delivered by marketing procurement. They are more challenging, but ultimately more meaningful to the organization’s success.

The most mature marketing procurement organizations have progressed on their respective journeys to embrace these strategic metrics. Less mature marketing procurement organizations are encouraged to learn from the experiences and best practices of their more mature peers to expedite their progress.

Full details are available in the new ANA white paper, “Elevating the Role of Marketing Procurement,” at www.ana.net/elevatingprocurement.

Nielsen: Brand-Specific Commercial Ratings Solution Provider

By Bill Duggan, Group EVP, ANA
Posted: Jun 21, 2013 12:00am ET

The new ANA white paper, “Brand-Specific Commercial Ratings–Benefits and Solution Providers,” highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of Nielsen’s offerings.

Nielsen pioneered television audience measurement and analytics. In the U.S. today, the Nielsen ratings are the basis for assessing the audience from broadcast, syndication, and cable programming, and the currency by which the associated advertising is transacted for both national and local spots.

What Nielsen Does Related to Brand-Specific Commercial Ratings

Nielsen is pursuing various related and synergistic activities in evolving its audience measurement for advertising:

Nielsen Watermarks — audio code embedded in programming, inaudible to the human ear but discernible by Nielsen meters — is the foundation for Nielsen’s television measurement. Meters in Nielsen panelist homes pick up the watermarks, and this viewing information informs TV ratings. Nielsen has just added its next-generation Nielsen Watermarks to the crediting of its television program audience estimates. Nielsen Watermarks will survive more aggressive audio compression and Internet transit, and enable deployment of additional levels of detail and measurement options in the future. Nielsen is also testing commercial watermarks internally, which will enable more granular levels of TV commercial-specific measurement. Additionally, Nielsen is developing methods to integrate set-top box data into its television measure­ment, starting with an initial set of local diary markets.

The Nielsen Keeping-Trac commercial verification service measures national, local, and syndicated programming. Nielsen Cross-Platform Campaign Ratings provide total, incremental, and overlapped reach and frequency of campaigns that run across both televi­sion and online. Metrics are delivered throughout the course of a campaign, enabling media buyers to understand the relative audience contributed by each medium.

Keeping-Trac and Nielsen Cross-Platform Campaign Ratings measurement require each TV spot included in the campaign to be watermarked. As such, these services will benefit from advances made to commercial watermarks in the form of greater measurement accuracy and stability at more granular levels.

Previous blogs in this series have featured comScore, INVIDI Technologies, PrecisionDemand, Simulmedia, Rentrak, Kantar Media, and TRA.

3D Network from ESPN to Be Closed Down

By Bill Duggan, Group EVP, ANA
Posted: Jun 14, 2013 12:00am ET

It was just announced that ESPN’s 3D network, which was launched in June 2010, will be closed down by the end of the year.  According to MediaPost, that decision follows a big slowdown in theatrical 3D films and an overall lack of 3D TV interest/adoption by consumers.  Sorry to say, I am not surprised.

In my opinion, 3D is a special occasion experience – for a Saturday night movie or big game.  But it’s not an everyday experience.  And that’s because of the 3D glasses. 

While watching television, many of us are on a laptop, tablet, and/or mobile phone—and you just can’t do that wearing those 3D glasses.  Viewers want to multitask and not be tethered solely to the television. 

Further, advertisers were reluctant to incur the expense or spend the time to product commercials in 3D.  We heard that repeatedly from the ANA Production Management Committee.

According to the press reports, ESPN said they aren’t abandoning new TV technology. In a statement, the network said it was experimenting with Ultra-High Definition TV, also known as 4K TV which has four times the digital information as HDTV.  We wish them luck!



comScore: Brand-Specific Commercial Ratings Solution Provider

By Bill Duggan, Group EVP, ANA
Posted: Jun 14, 2013 12:00am ET

The new ANA white paper, “Brand-Specific Commercial Ratings–Benefits and Solution Providers,” highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of comScore’s offerings.

comScore provides audience and advertising analytics to measure how consumers use digital and TV platforms, including PCs/laptops, smartphones, tablets, “smart TVs,” gaming devices, and of course traditional TV. comScore measures behaviors such as online buying, website visitation, search, and viewing. The company also provides digital analytics and a variety of services tailored to mobile subscribers. comScore believes that accountability is now a multi-platform issue as television becomes digital, and that greater comparability between “traditional” television and digital platforms is needed.

What comScore Does Related to Brand-Specific Commercial Ratings

At comScore, brand-specific advertising measurement is an important foundation for both television and multi-platform services. Both TV and digital advertising are measured on an impression-by-impression basis for each individual creative execution. validated Campaign Essentials (vCE) is a multi-platform solution for measuring campaign delivery across televi­sion and digital. The comScore methodology for digital advertising includes behavioral measurement from its two-million-person panel combined with census measure­ments via comScore Census Network. The comScore methodology for TV uses brand-specific measurement via five million television set-top box households.

Measurement is a key challenge when trying to understand how digital advertising and TV advertising work together. New methodologies such as comScore’s solutions are required to answer key questions:

Previous blogs in this series have featured INVIDI Technologies, PrecisionDemand, Simulmedia, Rentrak, Kantar Media, and TRA.

Advertisers Cater to Hispanics via English Language Television

By Yasmin Melendez, director of committees and conferences, ANA
Posted: Jun 7, 2013 12:00am ET

Last June, Ford aired a Spanish language commercial for its Ford Escape during the fourth game of the NBA finals on ABC. While this initially confused some viewers, it signifies a recent trend of advertisers targeting Hispanics via English language television. According to a Nielsen 2012 study, if the US Hispanic market were a standalone country, its buying power would make it one of the top twenty economies in the world. The rising economic power of this segment has made advertisers pay attention to Hispanic consumers of all acculturated levels. Here are three of my favorite commercials that have aired on general market media: 

Insights from Dick Costolo and Les Moonves from the Nielsen Consumer 360 Conference

By Bill Duggan, Group EVP, ANA
Posted: Jun 6, 2013 12:00am ET

I attended the Nielsen Consumer 360 Conference earlier in the week in Phoenix, along with about 1000 other attendees.  Below are highlights from the two opening speakers of the conference, Dick Costolo and Leslie Moonves.

Dick Costolo, CEO of Twitter, spoke of the interplay between television and social media, calling Twitter “the social soundtrack for television.”  It is increasingly common for media companies to spark social conversations by integrating Twitter and hashtags into programs.  Doing so extends the live reach of a show.  Mr. Costolo encouraged marketers to jump into the conversation and then create campaigns based on those conversations. Those conversations can then become incredible earned media assets.  He noted that the qualities of Twitter that lend themselves to engagement are being public, transparent, real-time, conversational,widely distributed, and totally auditable.  Further, a new metric will help provide an indication of the depth of engagement – Nielsen Twitter TV Ratings will be introduced in the fall to measure the reach of tweets of programs and ads.

Leslie Moonves, CEO of CBS, emphasized how content drives everything as “he who has the best content ultimately wins.”  He said that technology has become a friend, rather than an enemy, and noted Netflix, DVRs, Twitter, and cbs.com as additional ways for CBS to share its content.   He spoke about how “binge consumption” of programming (i.e., watching an entire season of a program—often a serialized program—over a weekend) is becoming increasingly important and noted Breaking Bad as an example of a show whose success has been accelerated by binge consumption.  Regarding the promise of interactive TV, Mr. Mooves said that he personally doesn’t want to interact with a drama but sees great promise for sports, live reality, and awards shows.

INVIDI Technologies: Brand-Specific Commercial Ratings Solution Provider

By Bill Duggan, Group EVP, ANA
Posted: Jun 6, 2013 12:00am ET

The new ANA white paper, “Brand-Specific Commercial Ratings–Benefits and Solution Providers,” highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of INVIDI Technology’s offerings.

INVIDI Technologies calls itself “the world’s only truly addressable targeted television advertising and marketing solution for cable, satellite, and telco service providers.”  The company was founded in 2000 to increase the effectiveness of television advertising by making it addressable to households and individual viewers.

INVIDI provides cable, satellite, and telco operators the opportunity to position their services as a comprehensive source for targeted advertising across those respective video delivery formats. INVIDI enables operators to selectively target television viewers with the same pinpoint accuracy as direct mail and database marketing without compromising viewer privacy, thereby enhancing existing revenue streams and cultivating significant new revenue opportu­nities.

INVIDI accesses geographic, demographic, and psycho­graphic data provided by public or proprietary databases and then uses that information to serve the right commercial to the right viewer. Addressability can target viewers according to specific buyer attributes such as age and gender, geographic location, ethnicity, pet ownership, and car lease expiration.

INVIDI enables television service providers to simultaneously deliver multiple and distinct commercial streams to different households or individual set-top boxes during a single commercial break, while also controlling reach, frequency, and separation of the commercial assets.

This increases advertising inventory and revenue opportunities for operators while providing advertisers and media buyers with a measurable and accountable way to place television advertising in front of the desired viewer demographic. Advertisers can select specific households and individual audience demographics and target them with specific numbers of commercial impres­sions. Addressability allows advertisers to send the right message to the right consumer at the right time.

What INVIDI Technologies Does Related to Brand- Specific Commercial Ratings

INVIDI enables television service providers to simultaneously deliver multiple and distinct commercial streams to different households or individual set-top boxes during a single commercial break, while also controlling reach, frequency, and separation of the commercial assets. And INVIDI also reports on tune-outs from creative, which is an aid to making better creative decisions.

Previous blogs in this series have featured PrecisionDemand, Simulmedia, Rentrak, Kantar Media, and TRA.

 

PrecisionDemand: Brand-Specific Commercial Ratings Solution Provider

By Bill Duggan, Group EVP, ANA
Posted: Jun 3, 2013 12:00am ET

The new ANA white paper, “Brand-Specific Commercial Ratings–Benefits and Solution Providers,” highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of PrecisionDemand’s offerings.

PrecisionDemand refers to itself as a “TV marketing firm with a solution for accurately targeting all TV and measuring its impact in real time” and “a marketing platform that leverages big data to provide insights and drive compelling efficiencies for clients.”

PrecisionDemand believes that customer data drives targeting and ROI. Their approach is rooted in an understanding of the customer. Rather than employing mass reach, they apply sophisticated analytic techniques to cost-efficiently target more impressions on an advertiser’s best prospects. PrecisionDemand taps second-by-second TV viewership data from 10+ million set-top boxes, along with demographic and purchase data from such parties as Acxiom and marketers’ own sales data, to devise better schedules for television commercials. Their technolo­gies allow more efficient planning, buying, tracking, and measuring of TV media investments.

What PrecisionDemand Does Related to Brand-Specific Commercial Ratings

As noted above, PrecisionDemand taps second-by-second TV viewership data from set-top boxes along with demographic and purchase data to devise better schedules for marketers. That second-by-second viewership data provides brand-specific commercial ratings and can provide insight to marketers to help optimize media schedules.

Previous blogs in this series have featured Simulmedia, Rentrak, Kantar Media, and TRA.

Simulmedia: Brand-Specific Commercial Ratings Solution Provider

By Bill Duggan, Group EVP, ANA
Posted: May 29, 2013 12:00am ET

The new ANA white paper, “Brand-Specific Commercial Ratings–Benefits and Solution Providers,” highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of Simulmedia’s offerings.

Simulmedia started with the idea of helping TV networks figure out when best to place their network promotions, before offering solutions for all advertisers that want to reach targeted television audiences. The company calls itself “an audience-driven ad network for television,” and sells television advertising campaigns.

Simulmedia is an “unwired network.” They access inventory via two sources: (1) locally through cable/satellite/telco operators and (2) nationally through relationships with 30+ cable networks. The Simulmedia Audience Network monetizes under-appreciated inventory from its television partners. The network is operated opaquely, meaning they don’t share spot level detail with advertisers until after the campaign, instead selling data-defined audiences rather than specific shows, networks, geographies, or time slots.

According to Simulmedia:

Simulmedia customers include advertisers, agencies, and television content producers. The company is using commercial/brand-specific measurements to help its customers find, reach, and measure their TV ad campaigns. This level of granular measurement helps advertisers better analyze spend across all networks and maximize the impact of television campaigns across specific target audiences.

Case Study

Simulmedia has many broadcast and cable network clients, all of whom are using commercial ratings to help optimize their own programming promos. For a client in the tune-in space, Simulmedia worked with the TV network to understand which of their tune-in promotion spots drove the most conversions to the show, and when the campaign’s sweet spot was for conversions with respect to hours in advance of the show’s airtime. These types of analyses help advertisers get smarter about when to advertise, which ads drive viewers, and how they might optimize for future TV campaigns.

Previous blogs in this series have featured Rentrak, Kantar Media, and TRA.                        

 

 

Rentrak: Brand-Specific Commercial Ratings Solution Provider

By Bill Duggan, Group EVP, ANA
Posted: May 20, 2013 12:00am ET

The new ANA white paper, “Brand-Specific Commercial Ratings–Benefits and Solution Providers,” highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of Rentrak’s offerings.

Rentrak is a media measurement and research company providing multiscreen reporting and analytics with services positioned in two categories: movies everywhere and TV everywhere. Rentrak measures television viewing via a national footprint of over 8.7 million homes and more than 22 million set-top boxes.

TV Essentials is the Rentrak product that helps television buyers and sellers make smarter transactions by giving them a deeper understanding of the true value of their viewing audience. This is done via census-like viewership information, which, according to the company, provides a level of granularity and stability absent from traditional television measurement services, and goes beyond C3 to provide an advertiser’s Exact Commercial Ratings — not an average of all ads in a telecast.

The Exact Commercial Ratings data metric allows ad agencies and advertisers to determine how specific national commercials perform within an ad pod, advancing the national TV industry standard from measuring an average of a commercial rating performance of a telecast (or C3) to providing individual ad metrics for each specific commercial. Exact Commercial Ratings tell network advertisers exactly how many viewers were exposed to their specific commercials in a campaign, allowing them to maximize the results of their television spend.  There is strategic value (beyond currency) from Rentrak’s Exact Commercial Ratings:

Note that previous blogs in this series have featured Kantar Media and TRA.


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About This Blog

To complement our two leadership blogs and build dialogue on the seismic changes happening in marketing, we launched Marketing Maestros. Our in-house citizen journalists will talk about everything from marketing technology to accountability and everything in between. This blog is written for marketers by ANA's marketers whose insights are drawn from the voices of the client side marketing community.