Christopher Murphy

Has anyone ever sized the market opportunity the measurement/verification/attribution/optimization companies are fighting for a share of? Are long-term projections tethered to assumptions using math like we expect X share of a market sized Y, yielding revenue Z, margins A = valuation B? I suspect the pie is finite and not going to grow enormously, so in the end there is only room for a handful of players. And someone is going to have to lose significant share for even that to work. Especially as long as the sell side is paying most of the freight (directly and indirectly).

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A recent Wall Street Journal article by Isabella Simonetti (gifted link below) reveals that TV networks are embracing their aging viewership and challenging the notion that younger demographics are the most valuable targets for advertisers. With the median age of viewers now in their 50s and 60s (MTV viewers average 51 years old!) for many networks, executives argue that reaching consumers based on their purchasing habits, rather than age, is the key to effective advertising. Older viewers often have more disposable income, are less sensitive to price increases, and are still making brand decisions. By focusing on the mass-market reach of TV and targeting people likely to buy a product, regardless of age, media buyers are adapting to the changing landscape of television viewership. As media and entertainment professionals, it's crucial to recognize the importance of this demographic shift and adapt our approaches accordingly. What do you think about this? #advertising #consumerhabits #mediastrategies #mediaproduction

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This analysis is interesting, but it lacks judgment based on data analysis and profit margin calculation. Currently, manufacturers of 6DOF VR all-in-one headsets are selling each unit at a loss, yes, you heard it right, they are incurring significant losses. One company in the industry expanded from 400 employees to 2000, then downsized to 200 after experiencing two years of severe loss-making investments, and now they are focusing on the B2B market. Meta's quarterly losses even exceed hardware sales by tenfold. Continuing this kind of business model is simply burning investors' money. Products like Oculus Go, with a form factor of 3DOF all-in-one headsets, have completely different use cases from products like Quest, which are 6DOF all-in-one headsets. This market does not have consumer users; it focuses on dozens of application scenarios such as education, training, healthcare, and entertainment. These scenarios demand customized products with relatively lower performance requirements. They need simple deployment and user-friendly operation. What's especially important for B2B industries is that manufacturers can develop different functions based on different scenarios and software to meet various customer needs. Moreover, over the past few years, tens of thousands of software and hardware manufacturers, content providers, and integrators have benefited from these 3DOF scenarios. They are making money; they are not incurring losses, especially not from failed products as mentioned in the article. https://lnkd.in/g2vdM9nH

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I still believe the best way to buy all media, when possible, is programmatically to enable decisioning. However, the current setup isn't efficient and frankly kinda sucks when it comes to TV. Between fraud and unnecessary middlemen that don't add value, we need a change. (Yes, Goodway Group is already on its way to a huge CTV buying overhaul that will deliver 30-40% more CTV value for brands shortly!)

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With VIZIO integrating into Walmart, Roku's 1PD is going to become increasingly important for to: 1. Reach Measurement Platforms 2. Resonance Measurement Offerings 3. Incrementality/Lift Measurement Companies 4. MultiTouch Attribution Platforms 5. Campaign Verification Solutions #Measurement #CampaignEffectiveness #StreamingMedia

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Great conversation with Ian Michels! Some highlights: *️⃣ It’s much more of a human problem than an attribution problem; *️⃣ It’s not about the models that come with the tool, its how you’re getting everybody to agree with and understand the attribution data; *️⃣ Quality of data is a big challenge to using attribution; *️⃣ Everything goes better with great targeting On that last bullet -- your attribution reports are going to look a lot better when you filter them to your ideal customer profiles. Getting your ICPs right delivers huge benefits that extend well beyond attribution 🚀

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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I don't think one-click purchasing (e.g., Amazon), fast fashion and deep-discount apps like Temu/Shein have been DELIBERATELY conditioning us to adopt AI, but I think that's one way it could play out in hundsight. As certain kinds of online shopping become a steadily more throwaway (i.e., less intentful and more compulsive) experience, I think human shoppers won't really have a problem outsourcing the actual act of shopping to an AI agent. Thanks to Lynne d Johnson and Tameka Kee for having me on their pod. We talked about a lot of interesting stuff! Please give it a listen.

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In a highly divisive US election year and with AI being used to generate mis- and disinformation at an unprecedented scale, it's critical that nonpolitical advertisers dial up their placement control to protect brand safety. Check out our latest blog on navigating this environment 👇 #DigitalAdvertising #Adtech

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This is so great to see! As we head into the Upfronts and Newfronts, brands need to know they can reach a massive audience, using video, that doesn't get skipped or ignored and is 4x more efficient on a cost per second viewed metric. Efficiency AND Impact from In-Scene Media #uninterrupted #advertising with #AI

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https://lnkd.in/gZbWK9eQ "As we look ahead, the relationship between content, advertising and consumers will continue to evolve. The main challenge for streaming services remains: To ensure ads are not excessive nor intrusive to push away viewers." My belief is that brands will find that as they move away from ads....into entertainment...value creation and consumer centric content...essentially, content #foryou. They will it very profitable for brand and business. Studies show that on TikTok, ads by creators drive 5x more completions (not skipping!), 27x more Likes (no frustrations) and they double conversions - creating positive impact across the funnel. 😉

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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💡Wednesday Wisdom : Research shows: 👩‍💻👨‍💻CMOs should focus on local influencers and their followers rather than distant influencers dor effective follower base expansion, 💲Regarding paid endorsements, nearby nano influencers are the most effective choice. ❗Using platforms like LinkedIn for customer acquisition, connecting with interconnectors is important. 🌟📈 By reaching out to potential sales leads in target companies or their followers, you can increase your chances of success. #Marketing #InfluencerMarketing #CustomerAcquisition #LinkedInTips

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In this episode of the Revenue Engine Podcast, I talked with Mark McEachran, Senior Vice President of Product Management at Yieldmo, to discuss the evolving landscape of digital advertising. We explore the importance of first-party data, the role of contextual targeting in a post-cookie world, and future opportunities for privacy-focused startups. Check out the latest episode of the Revenue Engine Podcast. Link in the comments.

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Let’s re-run it back? An interesting and thorough love letter about the rise of FAST darlings Pluto, Tubi and Roku. While analysts have been touting the financial prospects of these platforms (and their acquisitions look better and better with each monthly Gauge report), I remain a little skeptical. Consider: 📺 Article about the stratospheric growth focused on Roku, Pluto and Tubi, all of whom will def be winners. But what of the remaining 16 that provide largely commodified content. How do they separate and get into this top tier that's dominated by YT? There are 5,000 FAST channels across 18 services. Most of these channels, therefore, are replicated across multiple FAST services rendering the platforms undifferentiated. Sounds like the Highlander to me. 📺📺 To wit, the author indicates that "While users may have initially been drawn in by the prospect of a free service, they’re now sticking around because of the quality of content." Really? I am sure that comfort-watching reruns is fine, I am hard pressed to call it transformational. Moreover, 40% of Tubi viewers don’t subscribe to other paid streaming services which means either cable or rabbit ears. (Not sure that is the kind of audience advertisers look at as "premium"). Charter/Comcast/Xumo research indicated 72% of FAST viewers also watch cable or broadcast TV and 86% subscribe to at least one paid streaming service so maybe this isn’t quite the untapped market Tubi’s data suggest. 📺📺📺 What I do appreciate and am bullish about FAST is their ability to super-serve specific audiences with specific content like Korean soaps, telenovelas, surfing and kickboxing (for me), etc., at very low cost. That is smart way to drive viewership instances (if not total viewership minutes) but likely not unique to each service, given the commodification of these deals. https://lnkd.in/gW-ueu7H

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It didn't happen this year, but Google's phase-out of 3rd party cookies is inevitable. EMARKETER's Field Guide explores the varied identifiers available to marketers. The white paper examines: - Why marketers will need identifiers - How identity solutions can help - A full breakdown of Universal ID solutions and non-ID options. Hats off to Arielle Feger for the research and analyst Evelyn Mitchell-Wolf for advising. A special thanks to LiveIntent, Inc. for making the guide possible. Get it here ⬇️ https://lnkd.in/e7YJm6vN?

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Ad agency holding companies continue to ramp up their investments in AI to improve efficiency and outputs. Personally, I tend to default to Claude as I like their links to sources and the larger context window. #advertising #marketing #ai #transformation

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Interested in understanding the intricacies of Attention in advertising? Curious about its correlation with clicks, memories, and driving sales? 🤔 Check out this insightful video where the CEO of Lumen Research Ltd delves into their attention model, a framework that we at Teads also heavily leverage. #Advertising #Attention #Marketing #Sales #Teads #LumenResearch

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When was the last time you saw a TV commercial? Many consumers have moved to streaming television (CTV/OTT) over linear cable, but ads are quickly infiltrating what has been an ad-free arena. Two things are happening: the American public is moving to streaming, and ads on streaming are growing fast. A recent report by DoubleVerify and TVision highlights some compelling data on the growing influence of CTV ads, indicating a shift in viewer attention that marketers cannot afford to ignore. According to the report, U.S. viewer attention to CTV ads surged to 51.5% in the first quarter of this year, up from 49.2% the previous quarter. While linear TV still holds a slight edge in overall ad attention at 54.5%, premium CTV apps have now surpassed linear TV, achieving a remarkable 56.1% attention rate. This trend signifies a pivotal moment for advertisers. With CTV ad volumes increasing across major brand categories, industries like education, electronics, and consumer products are witnessing significant boosts in ad spend. Additionally, political and government ads have seen a surge as we approach the upcoming election cycle. The report also reveals interesting insights into consumer behavior. Most households use three or fewer CTV apps, with YouTube, Netflix, and Hulu leading in viewership. Furthermore, the reach of free ad-supported streaming TV (FAST) apps, such as The Roku Channel, has grown by 9%, reflecting the expanding CTV ecosystem. So, what does this mean for advertisers? 1️⃣ Enhanced Engagement: CTV offers an interactive and immersive viewing experience, capturing viewers' attention more effectively than traditional linear TV. 2️⃣ Targeted Advertising: With advanced data analytics, CTV enables precise audience targeting, ensuring that ads reach the right demographic at the right time. 3️⃣ Flexibility and Innovation: CTV allows for creative ad formats and dynamic content delivery, allowing brands to experiment and innovate. Yan Liu, CEO of TVision, aptly stated, “Each quarter, we see advancements in CTV advertising - in terms of reach and scale but also in terms of attention and engagement from viewers.” This sentiment is echoed by the report's findings, which underscore the increasing value and effectiveness of CTV advertising. As we continue to navigate the transformation of media consumption, it's clear that the CTV trend continues to grow despite naysayers. But evenmore importantly, in the same way that death and taxes are inevitable, so are ads. Brands that leverage the unique advantages of CTV will be better positioned to engage their audiences, drive conversions, and achieve long-term growth. ❓ What are your thoughts on the evolution of CTV❓ Comment 👇 For more insights, check out the full article here: https://lnkd.in/etw-q_Ri #Marketing #CTV #Advertising #DigitalTransformation #AdTech Data Genomix

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