WebProNews

Tag: TV advertising

  • Bringing Digital-Like Concepts to TV Will Not Cause Digital-Like Growth

    Bringing Digital-Like Concepts to TV Will Not Cause Digital-Like Growth

    Brian Wieser, a well-known advertising expert at Pivotal Research, says that simply bringing digital-like concepts to traditional TV will not by itself cause digital-like growth. He says that growth would only come if TV could appeal to new kinds of advertisers.

    Brian Wieser, Senior Analyst at Pivotal Research Group who covers all things advertising from an investor perspective, discussed on BeetTV how technology is changing TV advertising:

    Advanced TV Technologies Are Really More About Optimizing

    A lot of Advanced TV technologies are really more about optimizing. They’re really more about making the workflows more efficient. They’re also about load-balancing in terms of maximizing or optimizing reach and frequency. Maybe even one day they can help contribute to reduced commercial loads because they can identify better ways to reach different audiences with different units, which then just allows media owners to reduce their ad loads.

    Bringing Digital-Like Concepts to TV Will Not Cause Digital-Like Growth

    I don’t believe it causes growth in advertising. Bringing digital-like concepts to traditional TV will not cause digital-like growth. The only thing that would cause growth above and beyond the trajectory that TV is on is if TV can appeal to different kinds of advertisers. The direct-to-consumer marketers, for example, would be a segment of a marketer that isn’t really meaningfully in TV.

    If there are technologies or if there are platforms or if media owners can find ways to sell to those advertisers, now it’s not a given but it’s an example, of where there could be incremental spending. That’s the only thing that will cause any different growth for the industry.

    Any of the Ad Tech Players Could Play in TV

    Any of the Ad Tech players could play in TV. I mean certainly, we see right now the bigger players would be Roku and The Trade Desk when we think of publicly traded companies that are trying to play in what we will broadly define as this space. There are other companies, WideOrbit, of course, Mediaocean, there are many other infrastructure players who don’t necessarily sell media, but ultimately they’re the ones who have to help provide the tools to help realize the improvements that the industry needs.

  • Twitter TV Ad Targeting Now Generally Available In The U.S.

    Back in May, Twitter announced new TV ad targeting in beta. Now, the company has announced the general availability of the feature in the U.S.

    Twitter says the results of the beta test period have shown that using Twitter and TV combined have significantly improved campaigns compared to just using TV by itself.

    “In our tests over the last few months with brands like Adidas, Holiday Inn, Jaguar, and Samsung, advertisers using TV ad targeting saw significant improvements to key brand metrics, such as message association and purchase intent (as measured by Nielsen Brand Effect for Twitter),” says Twitter’s Michael Fleischman in a blog post. “During a handful of studies, users that Twitter identified as being exposed on TV and then engaged with a Promoted Tweet demonstrate 95% stronger message association and 58% higher purchase intent compared to users identified as being exposed on TV alone.”

    According to Twitter, advertisers using its TV ad targeting generated 27% higher engagement rates compared to their historical averages.

    Along with the general availability of TV ad targeting, Twitter is also launching a new set of analytics in its TV Ads Dashboard.

    Twitter TV Analytics

  • Twitter Nascar TV Spot Promotes Hashtag Pages During the Pocono 400

    Yesterday, Twitter grabbed the attentions of Nascar fans when they released their new television ad featuring their corresponding Twitter.com/hashtag/nascar page. The ad ran during the Pocono 400 race and featured driver Brad Keselowski (who placed 24th in the race) snapping a pic with his iPhone.

    What’s interesting (and different) is the hashtag featured in the commercial doesn’t just attach itself to just a keyword, it’s a web address. What viewers saw was TWITTER.COM/#NASCAR, and if you follow that tag/address it leads you to the Nascar-branded hashtag page I mentioned above.

    Take a look at the ad:

    The new hashtag page was announced last week on Twitter’s blog. The idea, as far as the Nascar page goes, is to brings fans closer to the race and give them an insider’s view on what’s happening with the drivers and others closely related to the race.

    Twitter comments on their blog post last Thursday:

    Anyone watching the Pocono 400 on Sunday — even if you’re not a current Twitter user — can visit twitter.com/#NASCAR watch the race unfold from every angle, and get insider access to all the places the cameras can’t take you. For example, teams will update you with information about how their car is performing in the race and what their strategy will be when they come into pit road. You’ll also see photos from the pit and read what the drivers and spotters are saying in the heat of the moment.

    Of course, it’s an excellent idea for Twitter to position themselves as an interface between the Nascar brand and their fans like this. Not only does it help promote a higher degree of engagement for users/fans, it also adds a lot of value to the Twitter brand itself.

    Another great aspect of a Nascar page is the hundreds related brands which can also be positioned in the stream of the conversation. The feed features tweets from Ford Racing, Toyota Racing, Stewart-Haas, ESPN, and many more.

    Check a few more Twitter spots featuring Nascar: