Unless you are a local advertiser with a huge advertising budget, you should run 60 second commercials, no ifs, ands or buts about it!
Category: Media and Advertising
Media and Advertising: Do Media Sales Organizations Understand (Or Care About) The Advertiser's Needs Anymore?
Media companies today are quickly losing touch with the needs of the advertiser.
2018 Radio Mercury Awards Winners Announced
Winners for the 2018 Radio Mercury Awards were announced Thursday night at the 27th annual awards presentation held in New York City. This year’s $50,000 Best of Show award was split between FCB Chicago (pictured here) for their “Tours” Radio Flyer Campaign and Fitzco//Casanova McCann for their “Share A Coke 1,000 Name Celebration” Campaign. “We…
Media Buyers Split On TV Ad $ Shift To Digital, Anticipate Strong Demand This Upfront
Asked which direction their clients would be shifting their TV and digital ad dollars in over the next 24 months, half the respondents to a survey of top media buyers indicated they would be moving from TV to digital. The survey of 40 agency executives representing more than $40 billion worth of ad spending, was…
Forbes: Time For Radio To Reimagine Itself As The Medium Of All Things Audio
Radio has some serious image problems. Radio suffers from a poor self-image. It sees itself as getting no respect, like comedian Rodney Dangerfield, as the distant second medium to television, with none of the glamour. Marketers, the folks who decide which media to use in their ad campaigns, are inclined to see traditional radio as…
INSIDE RADIO: Pivotal Adjusts 2018 U.S. Ad Forecast Up 1.8 Points To +4.5%.
Good news for the U.S. advertising landscape from influential Pivotal Research Group, which provides Wall Street the real deal when it comes to consumer trends. It is upgrading expectations for ad growth in 2018, with +4.8% expansion following +4.5% growth in 2017. Writes analyst Brian Wieser, “Although rising levels of inflation are a factor, healthy personal…
TV Networks Ask Advertisers to Pay Them More Money for Fewer Ads
After years of jamming more advertisements into every hour of the day, TV networks say they’re adopting a new philosophy: Less is more. Comcast Corp.’s NBCUniversal and 21st Century Fox Inc. will reduce the number of ads they run in prime time, an effort to halt the stampede of viewers ditching live TV for the advertising-free environs of Netflix…
TV Advertising Measurement: Two Steps Forward, One Step Back
To date, TV has mostly been measured through a baseline and lift model. It is a framework that works well for linear TV, since many people watch the same program and advertisements at the same time. As such, even if only a small fraction of viewers responded to the ad, the lift is still visible…
AD AGE: RADIO'S HEALTH IS BETTER THAN YOU THINK, BUT WHAT'S THE LONG-TERM PROGNOSIS?
Depending on who you ask, radio is either a dying industry or an unshakable cultural force. You can probably guess which camp iHeartMedia Chairman-CEO Bob Pittman falls into. Tell him that you’re writing about whether radio is relevant, and he’ll ask a DJ to shout your name out on the air. Pittman did this to me,…
How an Acronym You’ve Probably Never Heard of Will Change TV Advertising Forever
ACR will kick the addressable revolution into overdrive For years, brands have salivated over the prospect of fusing the best aspects of digital marketing with the tried-and-true canvas of linear television. Unfortunately, a lack of addressable inventory and a paucity of measurement tools have prevented advertisers from executing campaigns at scale. Today, the addressable TV…