Edward Papazian on LinkedIn: With TV Impressions Vanishing, Campaigns Must Focus On Resonance, Not… (original) (raw)
Edward Papazian’s Post
President at Media Dynamics Inc.
5mo
Josh, while I agree with your basic point, I think that the threat you describe is a tad overstated. Indeed the great migration from linear to streaming viewing is proceeding at a slow, not a breakneck pace and increasingly, the new streamers are older and downscale viewers "fleeing" linear due mainly to cost saving goals. Nevertheless, you are right that media planners---and buyers ----should consider the relevance of the ad message to targeted consumers and in this light, think about how often to reach them. The problem is how to go about this. Take the case of upfront TV buying. If you consider national TV, all told about 40billionofTVtimeinbothlinearandstreamingwillbeboughtintheupcomingupfrontsale,which,asyouknowincludesalldayparts,notjustprime.Thatleavesonlyabout40 billion of TV time in both linear and streaming will be bought in the upcoming upfront sale, which, as you know includes all dayparts, not just prime. That leaves only about40billionofTVtimeinbothlinearandstreamingwillbeboughtintheupcomingupfrontsale,which,asyouknowincludesalldayparts,notjustprime.Thatleavesonlyabout10-12 billion for so-called scatter sales, which, all too often are bought on the same basis---in large corporate blocks---not brand by brand. As a result targeting is subordinated to obtaining eyeballs at the lowest CPM for most national TV ad dollars. Add to that, the ad campaigns involved are created independently of the media buys--or don't exist as yet. Continued-----
Ephron Award winner * Ad Age Media Maven * Champion and architect of alternative cross-platform media currencies * Proven measurement/research/analytics/data/storytelling executive, leader, and creator
5mo
Thanks to Anthony Vargas and Alyssa Boyle at AdExchanger for giving me the forum for sharing these thoughts. There are several themes and trends bubbling around the media space right now. One of them is the migration to streaming, and thus a shrinking impression pool; another is attentiveness. This inevitably points to a need to make impressions work harder, to draw attention, and ultimately to "resonate."
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