Today at OMMA Video, Microsoft presented research conducted in conjunction with several key advertising partners and commissioned by Nielsen on how TV and online video advertising can work together to reach consumers. David Porter, Global Strategy Lead of Video at Microsoft, revealed five of the research insights in MediaPost to help brands better understand how digital video campaigns can complement a standard TV campaign.
Take a look at the article below from David Porter, global strategy lead, video at Microsoft, to learn more:
TV and online video have often been depicted as being in “platform wars” against each other.
Despite the emergence of several new screens over the last few years, television remains the most effective way for advertisers to reach an audience at scale. Yet as viewing habits evolve and more quality content becomes available online, advertisers should consider how to connect with their consumers outside the confines of the traditional living room.
Historically, marketers have faced a number of hurdles on how to successfully evaluate TV and online video. It can be difficult to identify and target an incremental audience online. Secondly, digital screens have yet to see the meaningful scale that television has reliably provided advertisers — and until recently, consumer access to broadcast-quality premium content online was very limited. Finally, from a measurement standpoint, the industry has lacked a consistent methodology standard to measure audiences across platforms, devices and screens.
Yet TV and digital video can truly work in concert together to surround the consumer with the best of sight, sound and motion across all screens.
Microsoft, in conjunction with several key advertising partners, commissioned Nielsen to conduct research examining how TV and online video advertising can work together to achieve optimal reach, frequency and GRP metrics. After more than a year spent on research and analysis, we have revealed five practical insights that intend to help brands better understand how digital video campaigns can complement a standard TV campaign… [CONTINUE READING]
Marketers often hope that there is a one-size-fits-all approach to reaching today’s television viewers – a magic bullet of sorts that will make media buying easier rather than strategic. But, with today’s diverse audience only becoming more varied with each passing day, it is essential that brands understand the nuances of their viewers from region to region and how to best target them.
Steve Lanzano, CEO and President of TVB, shares a few thoughts with DGC on the value of local media to reach today’s diverse audience. With the help of Nielsen’s “Cross-Platform Report,” he sheds light on some unique media behaviors across the country, while touting the value of local media to help reach these viewers:
One of the great enduring ideals that we hold about ourselves as Americans is that we are One. However, that’s just not entirely true. “One nation” is true – we all stand up for the same flag, struggle to hit all the same notes in the same national anthem, recite the same pledge. But in a practical sense, “America” is a very personal concept. It’s even right there in our name – the United States of America. We’re really a collection of localized differences.
There is very little that’s unanimous about media, either. So it should come as very little surprise that Americans tend to use media differently depending upon which DMA they happen to live in. The demographics, economies, and social behaviors vary too greatly from market to market to make media “one size fits all.”
In their 2Q 2011 “Cross-Platform Report,” Nielsen shines a spotlight upon some of the differences in media behaviors that exist among people from the top 25 DMAs. Some are fairly intuitive – the fact that Los Angeles has the most Hispanic TV households, for example. Others, however, are somewhat enlightening:
- Dallas-Ft. Worth is tied with Houston for the youngest TV household median age. It also has the highest DVR penetration.
- Pittsburgh is tied with Orlando-Daytona Beach-Melbourne for the oldest TV HH median age.
- Miami has the highest mobile phone penetration.
- Los Angeles has the highest percentage of Mobile Video users.
- Minneapolis is somewhat split – on one hand, it has the highest A18-54 cross-platform behavior (TV viewing with web surfing), but it also has the most broadcast-only homes.
For an advertiser, the ability to recognize that these local distinctions exist will allow them to leverage these behavioral nuances on a market level. Without considering local usage trends, they sacrifice their potential to maximize spot market deliveries that might be lost by relying upon a national medium.
Like everything else, media has its own quirks, customs, and accents depending upon where you are. Local broadcast TV’s advantage lies in its ability to speak to consumers in their own uniquely local way – on air, online and on-the-go. It really is the United DMAs of America that you’ll find here – one similarity with many differences. And because we are a nation of nuances, that’s where the brilliance of local media truly shines.
So we have to ask….How do you speak to your audience on a local level?
One of the most noticeable concerns among advertisers after the recession is that they are more focused on meeting Wall Street’s expectations, according to Greg Kahn, EVP, Business Development Director at Optimedia U.S. Kahn shared this observation as a panelist at the 8th Annual Media Summit in New York on March 10, 2011. As a result of this renewed focus, Kahn said media executives must remember that their clients are looking for more and more proof points around a media plan and buy. Because of all the new technologies in the market on which consumers access content, Kahn said that “the data industry is in controlled chaos. There are almost too many data streams now. The measurement industry has to take an open architecture approach to metrics and how you link them together in a way that is measurable and actionable.”
Another lesson learned from the recession–when marketers were timid about putting dollars in emerging media platforms–is that there is no more effective screen than the TV screen to build brand awareness. Kahn explained, “TV drives awareness, intent and traffic [into stores or web sites]. It’s still an extremely attractive medium to reach consumers. The recession taught us how valuable TV is to advertising.”
Terry S. Bienstock moderated the panel, “Advertising Strategy, Expenditure and Analysis: Broadcast and Cable vs. the New Platforms.” Joining Kahn on the panel were Randa Minkarah, SVP, Revenues & Business Development, Fisher Communications; Craig Woerz, Managing Partner, Media Storm; Scott Brown, SVP, Media Strategy and Digital Platforms, Nielsen; Laurence Hallier, CEO, Show Media; Mark Altschuler, VP, National Advertising Sales, Comcast Spotlight; and Jim Turner, SVP, Product Management, Canoe Ventures.
Rich Yaffa, CEO of Media Ventures Group Holdings, Inc., appeared on a panel to discuss “Advertising Accountability: Metrics and Analytics around Video, Social Media, Broadband and Mobile,” during the 8th Annual Media Summit in New York on March 10, 2011, sponsored by Bloomberg.
The key to moving the revenue needle for a client’s business depends largely on how well the agency partner interprets media data, Yaffa said, and astute analysis enables agencies to make the best media-mix recommendation to move a business forward. He also stressed the need for agencies to ensure the integrity of the data they use because it informs the analysis and the media recommendations to clients. “It’s important to compare different sources of audience-delivery data to make sure they are consistent,” Yaffa said.
All the panelists agreed that the most accurate data available in terms of audience action, intent and attitude is the mobile phone. “You know who the consumer is. You’re not guessing,” said panelist Jeff Plaisted, National Sales Manager in Microsoft’s Mobile Advertising Division. With a set-top box on a TV, he added, it’s impossible to know who’s watching or how many people are in the room. While mobile marketing is something all the panelists expressed enthusiasm and excitement about, they also cautioned that the many barriers to obtaining the data in that space make mobile just one spoke in the marketing mix. “If you’re focusing on a single device or platform, you are missing scale and a significant portion of your target audience,” Plaisted continued.
Linda Gridley, president and CEO of Gridley & Company moderated the panel, which included David Rosenberg, Director of Emerging Media at JWT New York; Shaukat Shamim, CEO and co-founder of Buysight; and Dave Kaplan, SVP, Product Leadership, Nielsen IAG.