The Business Of Data With Jon Lafayette: Audiences In An Instant
It was Advertising Week in New York. But then again, it's always advertising week in New York. This particular week we see how Blockgraph is creating audiences instantly for advertisers. Also take an early review of Q3 TV with iSpot. And much much more. . .
Blockgraph’s Instant Audiences Offers Relief from Ad Tech Complexity
‘What we’re launching today is not a new product. It’s not a new feature. It’s a fundamentally different way of operating,’ says Blockgraph’s Jason Manningham
Ad tech makes doing some things too difficult, according to Jason Manningham, CEO of Blockgraph.
At Blockgraph’s Converge event during Advertising Week in New York, Manningham asserted that most marketers already know who they want to reach.
Unfortunately, the current process “takes too long, costs too much and leaks value at every single step of the process,” he said.
The result, said Manningham, is that even if you define your audience clearly and carefully “what gets delivered back is layered through ID mesh tables, opaque systems and various activation paths that water down your clearly defined audience into some version of that.” [READ MORE]
NBA on Prime Presenting Sponsors Include Wingstop, Mercedes-Benz, CarMax, AT&T
With the NBA season two weeks from tipping off, Amazon Ads has set its roster of presenting sponsors for its NBA on Prime Video telecasts.
AT&T, which not too long ago owned the NBA’s long-time cable home TNT, will sponsor The Half during games streaming on prime. AT&T will also serve as the technology provider for the LED court and Amazon Studios NBA production studio in Culver Studio.
CarMax is sponsoring the NBA on Prime Pregame show and Wayfair is sponsoring NBA Nightcap. [READ MORE]
Panel Looks At Balancing Art and Science in CTV Advertising
Advertising has frequently been described as a combination of art and science, and that dichotomy is especially true with advertising on connected TV.
CTV enables advertisers to run the artful commercials designed to make rational and emotional pitches for products we’ve seen for years on traditional TV, while also allowing for greater degrees of targeting, interactivity and measurement.
In a panel at Advertising Week in New York on Tuesday led by Alan Wolk, the chief analyst at TVRev, marketers discussed the balance between creativity and technology when using this relatively new channel. The consensus tended to be that a blend was likely to be most effective. [READ MORE]
Turning Music Fans into Consumers is Focus of Report from Vevo
The goal of marketing is to find things that will compel consumers to buy their products. Lots of people claim to know and media companies and researchers turn out reams of reports with statistics and graphs showing that certain programming, advertising or messaging resonates with the audience and magically gets them to open their pocketbooks.
A new report from music video company Vevo makes the case that music fandom runs deep and can be influential beyond what people choose to listen too.
The commercial power of music is evident. Just look at the release of Taylor Swift’s new album Life of a Showgirl. Is there a better marketer than Taylor Swift? Not only did Swift fans buy 2.7 million physical and digital copies of the album the day it was released, but they trekked to movies theaters to watch a film, The Official Release Party of a Showgirl, generating another $34 million at the box office in the U.S. over the weekend and about $50 million globally. [READ MORE]
Advertisers Spend More On Linear TV As Reach Declines in Q3, iSpot Reports
At the start of a new television season (maybe that’s a quaint notion), iSpot is giving us a quick look at third-quarter advertising data that reinforces some of the trends we knew about–and sheds light on others that we should be pondering.
We knew that viewers are leaving linear TV and the new data from iSpot reinforces that. Total TV ad impressions are down 2.7% in the quarter from a year ago to 1.67 trillion. Not a good sign.
On the other hand, national advertising spending on linear TV is up 4.2% to $8.77 billion. That means advertisers continue to pay more to reach fewer people and are focusing their spending on high-cost properties like live sports, which is propping up the networks but ultimately would seem unsustainable. [Read More]
NBCUniversal Scores Before Start of NBA Return Season
The NBCUniversal sales team ran a successful fast break, capitalizing on the return of the NBA this season.
The Comcast unit, which shelled out about $1.8 billion per year to steal the rights to NBA games from Turner Sports (for now TNT Sports), says it has nearly sold out its NBA inventory for the season, which starts on Oct. 21.
NBCU didn’t disclose revenue numbers but said that it sold NBA ads to more than 170 brands. It said more than 20% of those advertisers were new to NBCU and 10% were new advertisers on NBA games. [READ MORE]
ALSO WORTH READING
How Consumers Work the System for Better Deals
Global Article Engage Time Dropped in Q3