294 Marketing Trends found for Media / Television

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TV Advertisers Invited to Skip Viewers (Not Vice Versa)

Personalized TV advertising has long been the impossible dream for agencies and marketers - ads that bypass viewers who are't good prospects for the promoted brand. If only! But thanks to a UK-based company the impossible dream has become a possible reality ...

British pay-TV solutions provider NDS - a private company jointly owned by Permira Funds and News Corporation - has evolved a new approach to personalized advertising that’s not only more feasible than previous ad targeting efforts, it also allays most of the behavioral targeting concerns of privacy campaigners.

In fact, the technology is so simple that it could easily be rolled out to millions of consumers tomorrow. But there's a 'but'!

A big 'but' that requires cable operators and TV networks alike to rethink a major segment of their business.

NDS has devised a range of ad insertion technologies dubbed NDS Dynamic that include a number of established ad-swapping and personalization features. Moreover, the company has also developed a product called Ad Agent that delivers the whole process straight to consumers' set-top boxes.

Ad Agent essentially converts a cable box or DVR into an ad recommendation engine, monitoring all viewers' interactions with the box. TV companies would simply deliver a number of ads to DVRs, where they would sleep on the hard drive until Ad Agent deems them to be relevant to personal viewing behavior and the programming currently being watched.

Nick Thexton, NDS senior vice-president of R&D, believes that Ad Agent and similar technologies will eventually help to aggregate increasingly fragmented audiences.

“Using knowledge of the schedule, it would now be possible to take audience X and glue it to audience Y, based on viewing data of two mutually exclusive programs,” he opines.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: NYTimes.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=5033

ANA Nudges Nielsen Nearer to Brand-Specific TV Ratings

America's Association of National Advertisers and The Nielsen Company announced February 11 they had successfully concluded the first two phases of their In-Home Commercial Ratings Test. The accord is expected to eventually lead to individual commercial ratings - also known as 'brand-specific commercial ratings'.

At present, viewing of commercials is currently reported as the average of all commercial minutes viewed live or in playback during a particular television program.

To determine the technical feasibility of Nielsen producing individual commercial ratings, advertisers participating in this test encoded their commercials employing the same technology Nielsen uses to measure how many people view television programs, to measure how many people watch the individual commercials.

Findings from the test so far include:

  • Given the high accuracy rates in the test, it is technically possible to measure commercial viewing in the home.
  • Additional testing is required to refine the technology to further improve accuracy.
  • Using Ad-ID, a system that generates a unique identifying code for each commercial, as the commercial identifier simplifies the process by eliminating manual data entry.
  • Encoding commercials leads to accuracy, but the process requires improvement to eliminate the need to separately encode commercials for national, local, and syndicated television.
  • There is an opportunity to improve the process and timing of C3 ratings and explore the potential for local commercial ratings.

These test results also help poise the industry to improve the talent payment process due to the ability to have third-party verification of commercial airings.

The parties were in mutual back-slapping mode. "These tests are leaps in the right direction for our industry, and validate all of our work in the area of brand-specific commercial ratings," said Bob Liodice, ANA president/ceo. "Having a valued partner like Nielsen predict that we can achieve almost 100 percent detection should make all participants in this study proud, and encourage others to volunteer to help as well. Participants are good corporate citizens, helping chart a course for our industry."

Nielsen vice chair Susan Whiting was not to be out-backslapped: "We applaud the ANA for their leadership in this important initiative, which could lead to a better way to measure how people watch commercials. This test has shown that we can develop the technical ability to produce ratings for specific commercials and we look forward to our ongoing work with the ANA in applying these results to the next phase of our test."

Next Steps
Based on these learnings, Nielsen has proposed a new phase of the In-Home Commercial Ratings Pilot Test. This phase would test a new audio-detection technology, with the goal of further improving accuracy of providing brand-specific commercial ratings. For this phase, advertiser and agency participation are necessary to ensure that Ad-ID is used as the commercial identifier and that all new commercials are audio encoded.

ANA and the AAAA encourage the participation of advertisers and agencies to make this test a success. More complete details on the In-Home Commercial Ratings Pilot Test can be found here (ANA / AAAA members only).

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: ANA.net
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=5028

UK Finally Legalises TV Product Placement

After half-a-century of covert deals, Britain's commercial TV companies have been given the legal green light for paid placement of products and brands within TV programmes - thanks partially to the landslide slump in traditional advertising and the remorseless lobbying of the main ad-funded terrestrial TV companies - ITV, Channel 4, and RTL-owned Five. But many onlookers fear this will open the PP floodgates to the detriment both of TV programme quality and conventional TV ad revenues.

Britain's Culture, Media and Sport secretary, politician Ben Bradshaw, hailed the move as an “important departure” and said on Tuesday that the Brown administration will legislate to allow TV product placement. It will do this by enacting a European directive from 2007 which the European parliament originally said should have been implemented by the end of last year.

Clearly reluctant to admit to pressure from the politically unpopular EU, Bradshaw claimed: “Not to do so [legalise PP] would jeopardise the competitiveness of UK programme makers as against the rest of the EU, and this is something which we cannot afford to do.”

The concessions do not extend to the publicly-funded BBC; whilst commercial channels' current affairs, consumer and religious programmes will also be exempt from product placement. As will news bulletins and shows targeting children.

As predicted, the government will also forbid placement of products such as alcoholic drinks, foods that have high levels of fat, salt or sugar, OTC medicines, baby milk, gambling and smoking.

Estimates of the annual revenues generated by PP range between £25m and £100m, and will compensate to some extent for the ongoing decline of the £3bn market in TV advertising - forecast to continue until 2012.

According to Bradshaw, continuation of the longstanding ban would deny the ailing TV companies a new income stream “at a time when this crucial part of our creative industries needs all the support we can give it”.

Denmark is now the sole EU member-state to resist introducing product placement.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=5030

Iger Eager Over Apple's iPad:

The Mouse House rang hoarse with Hallelujahs following Tuesday's Second Coming - aka as the Prophet Jobs' unveiling of the Tablet known as iPad. Disney's High Priest Robert Iger was agog with glee at the dollar-printing opportunities offered by the new gizmo, hailing it as a "“game changer” that would enable Disney to create new forms of content from its sports cable network ESPN, and broadcast network ABC.

Arms cast heavenward, Walt Disney Company ceo Robert Iger hosanna'd: “The interactivity that [iPad] will allow as a portable device with such a high-quality screen will enable us to develop product that’s different to what we see on internet-connected computers and TVs.”

It may of couse be that Iger's euphoria was partially occasioned by the fact that the Prophet Jobs is also one of Disney’s largest  shareholders.

But there is also another joyous coincidence: Disney is busily developing 'digi-books' for children that Iger opines would be well suited to the iPad. “This device . . . makes the interactivity that we’re going to provide come to life.”

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=5029

US TV Ad Revenues in 2013 to Slump Below 2006

Thirteen is definitely not a lucky number for the US television industry if a recent forecast from SLN Kagan is to be believed. Kagan - a provider of banking, financial services, insurance, real estate, energy and media/communications data - is emphatically not in bull mode about the prospects for American TV advertising between now and 2013  ....

Come the annus horribiliis 2013, Kagan predicts that overall TV station revenues will be $21.7 billion - versus the $24.6bn notched in 2006. And this will happen despite the growth over the next three years of the medium's share of revenues from digital and retransmission fees.

Where traditional TV advertising represented 97% of a typical broadcaster's revenue in 2006, this will decline to 84% in 2013. However, retransmission fees will grow to 9% of a TV station's overall revenue in three years from a 1% share in 2006. Online revenues will rise to 7% in 2013 from 1% in 2006.

The report takes into account the even and odd years of Olympics and election spending, factoring in the Supreme Court's recent landmark decision that grants corporations freedom to directly advertise around political issues and candidates.

Improving retransmission revenue in future years for TV stations could be a negative for online local and national video platforms.

Kagan takes the view that: "Networks receiving retrans fees for their programming are also more apt to restrict the amount of free programming they make available online, in order to protect that revenue stream, allowing stations to keep their importance as local distributors."

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=5024

FCC Fingers iPad-Style Applications as Future Guzzlers of Wireless Spectrum

Phil Bellaria, a director in the National Broadband Task Force at America's Federal Communications Commission, expressed his concern over increasing cellular network congestion, citing Apple's recently launched iPad as the spark for renewed fears.

Apple's iPad announcement has set off a new round of reports of networks overburdened by a data flow they were not built to handle. These problems are reminiscent of the congestion dialup users experienced following AOL's 1996 decision to allow unlimited internet use.

For months users had trouble connecting and, once they did connect, experienced frequent service outages. The FCC even held hearings on the problem.

Despite the fact that the iPad has yet to begin shipping, Bellaria uses the concerns as fuel for his task force's push to free up additional wireless spectrum for such important and fast-growing uses as wireless broadband.

Reaching an always-on wireless broadband future means that spectrum can no longer remain attached solely to uses deemed valuable decades ago. The broadband plan will suggest ways of moving more spectrum into high value uses, such as broadband access, to help ensure that we don't get stuck in 1997 dialup-style congestion.

AT&T, Apple's US wireless partner for the iPhone and the upcoming service provider for the iPad, has received substantial criticism for its network performance as it struggles to apace with surging data traffic demands driven in large part by the popularity of the iPhone.

But while AT&T is in the process of spending billions of dollars on its own infrastructure, the FCC reminds observers of the role it will play in the allocation of resources as it attempts to define a national plan for broadband access for an interconnected web of wired, wireless, and satellite technologies.

[Estimated timeframe:April 2010-onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Macrumors.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=5065

Unilever, ESPN Probe 2015 Media Scene

As consumers increasingly exert their control over a fast-fragmenting media sector, TV programmers and their advertising partners are engaged in cooperative clairvoyance - bidding to predict the future of media and develop strategies to engage consumers in a splintered marketplace. US cable network ESPN has accordingly joined with GroupM’s Mindshare and packaged-goods giant Unilever to produce a new report: Media 2015: The Future of Media.

The report moots four scenarios in which media appetites are graded by such vacuous sobriquets as Hungry Hungry Hippo to Kate Moss; while the sources of information these cartoon characters consume range from a handful of outlets to a virtual plurality. In response to each model, the partners have devised specific tactics for meeting these new challenges.

“In a sense, we’re living in the future now, minus the flying cars,” says Mindshare’s North American managing director for consumer insights Mark Potts  “It’s an ‘always-on’ world, but at the same time, there’s a parallel world where consumers don’t always want to be plugged in. This [report] is a way for us to flesh out and organize our thinking.”

Observes Rob Master, Unilever’s North America media director: “It’s less about the platform than how consumer behavior will change because in four years years, we’ll be talking about a company that doesn’t exist today. We’re setting a new course in terms of how we think about connecting with consumers.”

In one scenario, social media like Twitter is in the ascendancy, accelerating the disruption of an already splintered marketplace. In such circumstances, advertising will be tailored to time and place, and agencies looking to help clients navigate the landscape will preside over a tsunami of data.

A second scenario, Portal of Me, posits a world where media access remains fluid, but consumer attention is focused on a few trusted brands and outlets. Content will be customized and filtered by third parties that tailor information to the specifications of consumer-provided preferences. Under this model, the consumer cedes a certain control, and brands permitted access to these walled gardens will have demonstrated a value that transcends privacy issues. Desire will beget consent.

Meantime, two other models assume a more fixed media environment in which consumers' age and education position them on the media matrix.

“The future will probably look like a combination of each scenario, but TV will stand up in the longer term,” Potts said. “We’re not sounding the death knell of traditional advertising. We’re just preparing for every contingency.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Adweek.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=5019

Bringing Network TV Quality to the Web? It's Not the Impossible Dream

"We have video on the Web. We don't have television on the Web," Roxanne Austin told the Wall Street Journal. And Ms Austin, ceo of Move Networks Inc and a former president of DirecTV thereby hit the nail squarely on the head amid the current tsunami of verbal verbiage about IPTV. It looks as if her company - a small recent startup, employing around one hundred people - may well hit TV paydirt before any of the established media giants.

Move, based in American Fork, Utah, has raised more than $67 million in working capital from bluchip backers such as Walt Disney, Microsoft and Comcast.

Believes Grail Research analyst Boyd Peterson: "The technology is good enough [that] this can happen. Now it comes down to the business case."

But recent history has demonstrated that internet-delivered television faces serious obstacles, in particular persuading program content owners to jump aboard the bandwagon.

Move's technology can transmit broadcast-quality video in IPTV data packets and - dependent on the on the available bandwidth - thaumaturgy called "adaptive streaming" is able to tweak the quality of the image to HD standards, or so Move claims.

Assuming the start-upsucceeds in launching Move TV - the service it is currently dangling before broadcasters - viewers will be able to watch programs in any of four ways, via:

  • a computer's web browser;
  • a TV equipped with a built-in internet jack;
  • a set-top converter box;
  • or a wireless, internet-connected device like an iPhone or iPad.

Move believes it has one major advantage over other IPTV vendors: it isn't saddled with the massive overheads of laying cable or launching satellites, enabling it to charge consumers far less than traditional pay-TV operators would demand for a comparable package of channels.

Moreover, the company plans to further undercut rivals by offering a relatively sparse choice of channels  - maybe as few as 80-100 channels.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=5017

America's Thumbs-Up for HDTV; Ho-Hum About 3-D

Nearly one in three US homes already boast a shiny [almost certainly Asian] high-definition TV set in their living room, while another 12% say they intend  to purchase a HDTV receiver within the next two years, reports the Opinion Research Corporation. There's less enthusiasm, however, for 3-D with a mere 5% of folks saying they intended to buy a 3-D set within the next two years.

Why are Joe and Josie Q Public so standoffish about 3-D? Awareness of the new gizmos is high (60%), thanks to extensive media coverage during last month's Consumer Electronic Show in Las Vegas. But pricing and the need to wear special glasses appear to be the main consumer turnoffs.

In an interview with Marketing Daily, Technology Market Insights' svp of  practice Robert Clark opines: "What consumers seem to be saying is the H-D experience is acceptable enough."

He believes, however, that consumer sentiment will swing favorably when more 3-D movies become available on DVD, and Blu-Ray; and when networks such as ESPN go live with 3-D channels.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=5007

Time Warner Aims to Serve 7m US Cable Homes With Interactive Ads by End 2010

By the end of 2010, Time Warner Cable expects to have equipped seven million US homes with EBIF (Enhanced Binary Interchange Format) technology able to deliver interactive content and ads served by Canoe Ventures. So, what delights will the new service dangle before Joe and Josie Public?

Buy!According to TWC's chief operating officer Landel Hobbs, advanced advertising will be "a focus" at TWC during 2010: "The first step is implementation of EBIF, which is a set of standards underlying interactive application."

Meantime, Canoe (in which TWC holds a stake, along with five other cable companies) is testing a request-for-information iTV system. This will enable viewers to use a remote control to order, say, a coupon or sample of an advertised product. Canoe hopes to build a footprint of homes served by all six operators, where iTV ads on an ESPN or truTV could run coast-to-coast.

But TWC lags well behind rival Comcast, which recently claimed to already have 13 million EBIF-enabled homes.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=5006

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