Evan Shapīro’s Post

I've been there. It's chess. With many ways to play it. Nielsen charges over a hundred companies for the same dataset. If they lower their contractual prices for one -- they pretty much must lower their prices for all. This is very difficult with private equity owners, who don't understand the business, wanting better returns.  Paramount, (in the middle of a merger and slashing expenses) is already paying a fortune (at least in their minds) for these ratings and would love to lower their spend to support the fledgling Video Amp, iSpot, HyphaMetrics and other measurement companies who are attempting to enter this lucrative business. Meanwhile, the advertisers and agencies would love to gain some leverage, so they'll say they won't buy ads from a company that does not have MRC-accredited ratings.  Yet rarely, if ever, does a media company go without Nielsen ratings for very long. As we say in the video business, stay tuned.

Here are five powerful findings from the huge macro study of advertising effectiveness “Profit Ability 2: The new business case for advertising”:   1️⃣ TV delivers an ROI of almost £6 for each £1 invested 2️⃣ TV saturates at a level nearly 3x higher than the next largest channels 3️⃣ TV demonstrates a robust sustained effect - crucial because sustained effects make up 60% of advertising’s profit 4️⃣ TV is the second biggest driver of immediate profit after generic PPC 5️⃣ With predictable returns, TV is a lower-risk investment than many other channels   Reach out to discuss how we see these kinds of outcomes play out every day for brands using TV - and how we can help you achieve the same!   For more findings from the report:  https://lnkd.in/gkgWsqSK

If you've been in the media & advertising industry for some time, you've certainly seen the epic corporate standoffs, mostly in the Programmer vs. Distributor world, but sometimes also in the measurement world. At the end of the day, someone always seems to blink. This public dispute between Paramount and Nielsen seems different, I'm not sure I've ever seen a National Programmer and Nielsen actually allow an existing contract to expire, with public overtures that a deal might not be imminent (or necessary). Honestly, we don't know for sure that's what this is, it could just be the usual posturing taken to an extreme level. But there are some innovative and viable competitors in the mix now...it will be very interesting to see how this plays out. Two important disclosures...I have worked with competitive data offerings recently so my interpretation could be a bit biased (although that's not my intent). And also reminder that my posts on linkedin reflect my personal opinions/POV (in which I always seek to be unbiased), and not those for whom I work. https://lnkd.in/e6ZX-jnF

Explain yourself Australian Broadcasting Corporation (ABC). Public comments blocked for click bait reasons? What delightful clickbait ABC. A CEO aware of cancel culture and adequately concerned about it, gets stressed after being pushed to stress, takes advice, and elects to come back. Probably because the PR person told him that walking out looks really wrong. HE CAME BACK. Feels to me like a sub-standard journalist failing to be objective and opting for sensationalism. The problem I see is the push into our supermarkets misses the point. We have a duopoly in everything, we are a little baby country (ABC has a monopoly; where is the enquiry into a publicly funded alternate representation of political opinion. Raises the question of if one can be balanced when taking public funds). We need strong supermarkets. Our nutrient supply is on the verge of collapse. Right now we have no vehicle manufacturing thus no say in vehicles. Two global power supermarkets might have a chance when we recognise the nourishment shortages we are in. Coles, Woolworths, IGA and Aldi, are candy stores; Wonka. Report on why Italy, France and Russia might have a chance with food. Report on our soil situation and protecting our farms and farmers. Notice how many sugar-free options are vanishing. Stop jumping around on a man’s emotional exhaustion.

I get it, Linear is a must. But how do we make effective decisions when allocating media dollars to prioritize the voters that matter most? ACR data demystifies the impact of linear and programmatic buys through accurate forecasting, reach measurement, and competitive intel.

5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://lnkd.in/g9sCiXet #Attention #CreativeEffectiveness

As a marketer, do you feel that trust is difficult to measure? In our research with Kantar, we learned how integrating Trustpilot ratings into TV adverts can amplify trust with customers and improve ROI. Take a deeper dive into the findings: https://lnkd.in/eXbjxv3e.

FYI: OUTFRONT’s Andy Sriubas explains ‘Why the MRC standards are a great thing for out-of-home’: OOH advertising comprises only 4% of US purchased advertising, at a significant discount to its inherent value, in part because it lacks conventional accredited measurement products. Without a common language framework, large ad buyers are incapable of comparing OOH to alternatives within their media mix models (“MMMs”). These long-established models and data frameworks will not […] #DOOH #digitalbillboards #digitalsignage

5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://loom.ly/Ck1DLAo #Attention #CreativeEffectiveness

💡WHY TV UPFRONT AD DEALS ARE STILL TRADING ON NIELSEN INSTEAD OF NEW CURRENCIES. 🤝At the Upfronts, media giants and ad agencies hammer out deals for the next TV season. This year Amazon, Netflix and YouTube made big splashes. 📊But even though Nielsen’s panels only survey 40k households, their ratings are still favored as currency over newer digital datasets with >40M households. Because… 👥Digital currencies like VideoAmp, iSpot and Comscore are often device based and lack demographic audience insights at scale. 💱For any currency comparability is more important than accuracy. And for now the new currencies lack adoption and reliability. 💰Commercially, larger dataset seem to scew to higher viewership driving up media costs for buyers, on top of maintaining contracts with measurement partners. 🚀Many buyers generally prefer more flexible (programmatic) deals to upfront commitments (Apart from top linear inventory like live sports). 👀Worth watching why Amazon Ads are doing in the space! ⏭️Ultimately we’ll end up with a mix of accredited currencies. In Europe that will differ per markets’ joint industry council (JICs). Publishers need to lead the way. ⁉️Question: How do you think we can propel the shift to new TV measurement and currency? 🟡🟡🟡🟡🟡🟡🟡🟡🟡🟡🟡🟡🟡 Follow me for some context around media and tech! Or hit me up and let's grab a coffee in London or online... xoxo, Andy AdAge link in the comments. making some great points on (C)TV ad trading as per usual.