Charlie Weiss’ Post

What did we learn from Advertising Week 2023? And what does that tell us about managing the growing complexity in this business? Here's my Forbes take(away). #awny #media #streaming #advertising #tv #digitalmedia #ai #local #cable #broadcasting

The way people watch television is rapidly changing—every year the percentage of people “cutting the cord” on cable TV grows. As viewer behaviors shift, so does advertising, and this trend has led to a lot of questions around OTT advertising. Perhaps the first and most obvious question is “What exactly is OTT advertising?” Click here to learn more and contact me for a FREE consultation. Morgan & Co. #OTT #overthetop #marketing #strategy #analytics #marketingagency https://lnkd.in/g_BmJ65T

How can political marketers leverage programmatic and streaming TV to effectively reach their target audiences? Madhive's Luc Dumont answers this question and more in a Q&A with Index's Jared Lansky. Read now to see how you can prepare for a successful election season: https://lnkd.in/dApbJ2Q3 #Programmatic #PoliticalAdvertising #2024Election

Each FAST Channel should follow traditional TV formats, one because it has worked for decades, two because audiences are comfortable if it looks the same and has not changed but more importantly the ad buyers will buy easier if it is the same. FAST Channels do not have the energy or value to change audiences and advertisers’ habits just yet, and it probably does not need to anyway. https://lnkd.in/eUweB5Vz

✅🖥️ Mediapost (8/4): “While Warner Bros. Discovery says total dollar volume is tracking higher as it completes its upfront TV season advertising deals, pricing is another matter -- it looks to be virtually flat or slightly down versus that of a year ago. A year ago (WBD) said it closed those TV ad deals at $6B in total upfront ad commitments. Overall, this put the company at flat pricing -- the cost-per-thousand viewers (CPMs) -- which would be a victory of sorts in this difficult TV marketplace. Media agency analysts generally say TV networks have inked many deals for this upfront ad selling period that began in June at rare single-digit percentage declines -- 1% to 3% or so -- largely for non-sports linear TV programming content. “ ⬇️ #streamingtv #ctvadvertising https://lnkd.in/eUvq-nAT

More despair for TV versus record profits for Meta… Warner Bros Discovery reported a 13% decline in advertising for the first nine months of 2023. Traditional TV has been “hollowed out” by digital advertising, i.e. Meta, who posted record advertising profits while putting thousands of people out of work. My company, Contxtual.tv lets people shop every scene of their favorite TV shows just by clicking pause. Now yes, that’s a cool thing for sure, delightful and convenient for viewers, but why mention it in relation to crappy dynamics happening in the industry? Well, bear with me a minute (chat gpt did a lousy job helping me organize my thoughts around this). Clicking pause to shop tv shows has a powerful secondary effect: it produces the very same fuel that powers the Meta profit machine - ‘purchase intent’. Meta gets it. Streaming video doesn’t. Brands need it to drive purchases, so they pay Meta. In my journey as the founder of Contxtual.tv, my team and I set out to solve problems - mostly technology problems like ‘how can we scale this so that it works in every show’? What we didn’t realize was that by solving this, we actually give streaming video companies that fuel - that same power of ‘purchase intent’ that Meta has. Now sure, I want Contxtual.tv to be a huge success - the gold standard of contextual video advertising - of course I do. But I have to say I’m really concerned about the direction of things in our industry and in the world. They don’t seem to be going in the right direction. More and more seems to be flowing to fewer and fewer and it’s driving down the quality of life in our society as a whole. (Go read Scott Galloway’s latest post, “METAstasis”. I digress.) So I’ll sign off with one last thought. Of course I want everyone to check out what we’re doing at Contxtual.tv. That’s what we’re all doing here on LinkedIn. It’s what I’ve invested years of myself into. But if in doing so we could help turn the tide in the industry, get streaming into the black, get people back to work making amazing art in TV and film, help steer people away from toxic, “empty-calorie” social platforms and into soul-nourishing, magical stories… improve lives… Then i would have also served a great purpose. If only Zuck would want the same.

Fascinating talk on political TV advertising at AdExchanger #ProgIO with Michael Beach of Cross Screen Media, Teddy Goff or Precision, and Emily Holliday of Powers Interactive. Big takeaway is that linear is getting an outsized amount of dollars when more people can be reached via streaming TV. You can only reach 33% of the electorate on streaming TV—slippert ConnectedTV at the local level—who sells what is key. Who has access to these local viewers. (You can buy local TV on Roku!) (I, GD, have long wondered about this—there seems to be massive opportunities for lowering barriers and making it easy for SMBs to buy targeted ads locally.) The future is the cross-screen buyer, thinking about TV holistically—and ignoring the current incentive structure that favors linear. Right now there are allocation problems all over the place. Too many campaigns have foundations in linear. It makes you think—is the “undecided/on-the-fence” voter sucking up Big Bang Theory reruns late at night on linear, or are they watching on-demand on streaming? Big % of the political pot on CTV… Appears to be going directly to publishers/streamers. And the targeting is working out! Fragmentation is a big challenge—people are on Tubi, Hulu, etc. Measurement becomes a big challenge—how do you tell where your buys are making an impact? Most overrated digital political advertising tactic in 2024… Facebook. The bang for the buck is no longer there. Under-rated tactic? Utilizing channels with smaller, more-focused reach—and not building multiple creatives optimized for each, understanding the unique value prop on each. Also, DOOH! What about DOOH?!?

Broadcasters and advertisers have a symbiotic relationship, with broadcasters monetising their content through selling ad-space, and advertisers benefitting from the large captive audiences that broadcasters attract. While this relationship hasn’t changed much over time, the way ads are delivered has changed significantly, and so have consumer viewing habits. In this blog, we explore how traditional TV advertising has changed, the impact of shifting viewing habits and how broadcasters can maximise monetisation opportunities. Read it to discover current challenges and opportunities of TV ad-insertion: https://lnkd.in/eM4fPxmU #linear #channel #monetisation #advertising

Broadcasters and advertisers have a symbiotic relationship, with broadcasters monetising their content through selling ad-space, and advertisers benefitting from the large captive audiences that broadcasters attract. While this relationship hasn’t changed much over time, the way ads are delivered has changed significantly, and so have consumer viewing habits. In this blog, we explore how traditional TV advertising has changed, the impact of shifting viewing habits and how broadcasters can maximise monetisation opportunities. Read it to discover current challenges and opportunities of TV ad-insertion: https://lnkd.in/eM4fPxmU #linear #channel #monetisation #advertising

Broadcast TV only represents 21.6% of viewership nowadays, leading advertisers to turn to solutions like advanced TV. Learn how advanced TV works and the impact it will have on advertisers: https://bit.ly/3VqDm79 #advertising #marketing