Intent IQ’s Post

Current Currency We have officially entered the multi-currency era of TV advertising. "Wednesday the JIC announced it will certify Comscore and VideoAmp as national TV currencies ahead of May’s #upfront negotiations. Certification means that both measurement companies have accurate and census-representative data sets, which the #JIC considers the baseline requirements for buyers and sellers to transact. Now that two potential Nielsen alternatives have passed the JIC’s sniff test, buyers and sellers can decide for themselves which currencies best suit their needs, said Travis Scoles, SVP of advanced advertising at Paramount. (Paramount is one of the JIC’s founding members.)" https://lnkd.in/eXjKwANr. Two weeks ago, I wrote about why the television ad world desperately needs new currencies built for today's CTV ecosystem, today's multi-platform users, and today's outcome-based media buys. https://lnkd.in/eSG7e_Xp The JIC used far more demonstrable rigor in certifying these new currencies than anyone has ever been able to get out of Nielsen for how their expensive 🐂 💩 works. Now that Nielsen's hackneyed platform has industry-certified alternatives for buyers to choose, TV advertising can finally start moving past the past and towards the future. Congrats to my friends at Comscore, Inc. and VideoAmp on breaking through and breaking ground!

🛒 Drive Purchase Intent Uplift by 55% with Radio - It’s all about closing the deal. Radiocentre Ireland’s CampaignFX data shows that radio advertisers experienced a 55% uplift in purchase intent compared to non-radio advertisers. Radio reaches consumers at the final stage of their buying journey, influencing the decision to make a purchase. Learn how radio can power your brand’s conversion rates. 👉 https://lnkd.in/emH9R3Wt #PurchaseIntent #RadioAdvertising #CampaignFX #SalesGrowth #BrandConversion

Check out this report we've put together with ExchangeWire on some of the key themes/challenges facing the programmatic ecosystem in 2024. #CTV #Sustainability #Curation #cookielessfuture

How do your plans stack up? As the programmatic ecosystem prepares for the deprecation of the third-party cookie, the proportion of campaigns run via CTV across Europe is set to increase substantially. Check out our research with ExchangeWire here: https://bit.ly/42L7HPG #CTVAdvertising

Together with our friends at ExchangeWire we put together a report on some of the most timely topics we know buyers and sellers care about across Europe. To be honest these are global topics that I’ve heard non stop in the past 12 months and will continue to hear about in 2024. CTV ✅ Targeting ✅ Sustainability ✅ Link in the below post for the full report. OpenX #ctv #ctvadvertising #targeting #sustainability

Smaller radio markets experienced the most digital sales growth in 2023. Find out why and how to find the same success. #radio #digitalsales #localmediasales #salesgrowth https://ow.ly/mvhy50QIN48

Refill that ☕ and then take a few minutes to read our mini-interview with Jennifer Laing from Causal IQ where she talks about her experiences in programmatic media, their unique approach to programmatic buying, and more! Read more -->https://lnkd.in/gM3dJhrP #Transparency #Programmatic #Media #DataQuality

According to Guideline Data’s latest U.S. All Media Market Brief for H1 2024, Online Video (OLV) increased by double digits YoY, reaching historical highs. To what can we attribute this growth? Aided by user-generated video inventory on social platforms, OLV continued the uptick in momentum for the fourth consecutive year, further expanding dominance in H1 2024. What else is in store for OLV in 2024—and is your media plan ready? 🖥️🎥 Stick with Guideline to maximize your media strategy with unbeatable insights and our state-of-the-art planning platform: https://hubs.la/Q02Nth6Y0 #MediaPlanning #GuidelinePlanning #AllMediaMarketBrief #MediaIntelligence #UGC #UserGeneratedVideo #OLV

💡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.

Smaller radio markets experienced the most digital sales growth in 2023. Find out why and how to find the same success. #radio #digitalsales #localmediasales #salesgrowth https://ow.ly/zq0m50QIN4X