The Business Of Data With Jon Lafayette: iSpot-Fuse and News About News
It's been a busy week. There was a lot of news about outcomes, about streaming and even news about news. It's hard to keep up, but we're here to help you try. Enjoy. And thanks.
Fuse Media Picks iSpot to Measure FAST Outcomes
‘Helping brands not only reach these audiences–who are often tech-savvy, early adopters–but convert ad messages into consumer action is a critical opportunity for customers,’ said Fuse’s Yasmin Mitchell
In the expanding world of streaming, the free ad-supported streaming television (FAST) channels have had a rough time maximizing ad revenues because measurement has lagged.
In order to get media buyers to pay premium prices for their inventory, programmers need to prove that their channels reach the right audiences and deliver business results.
Fuse Media, the Latino-owned media company, said it has chosen data and analytics company iSpot to measure the performance of ad campaigns by directly linking cross-platform ad exposure to real-world consumer actions, like web site visits or in-store purchases. [READ MORE]
Subscription Streamers Increase Sports Programming in April: Gracenote
Subscription streaming services increased the amount of sports programming on their services in the first quarter, according to a report from Gracenote, Nielsen’s content data business.
At the same time, the number of free ad-supported streaming television (FAST) channels continue to proliferate.
According to a second-quarter update report based on information pulled from the Gracenote Data Hub, sport content made up 5% of the global programming on the services Gracenote tracks, as of April. [READ MORE]
Finding All the News That’s Fit for Advertisers
With many campaigns on connected TV being targeted using contextual signals and executed using programmatic technology, news programming’s share of ad dollars is smaller than its share of viewers, according to a new report from Wurl.
Wurl argues that advertisers should take another look at the way they judge the brand safety of news content. In its CTV Trends Report, Wurl says advertisers define brand safety broadly, which means they avoid entire programs, genres and publishers.
This is a problem for news producers and for advertisers, and a more careful look at what content they’re willing to be in might create an opportunity, the report says. [READ MORE]
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