Twist IMC’s Post

Even if you don't work in digital advertising or CTV, this is good info to understand about the digital marketing space. Why The Paramount And Nielsen Spat Matters In TV Measurement Land #ctv #measurement #digitaladvertising

The Perils of Programmatic: A Lighthearted Look at CTV and FAST Channel Advertising. In the realm of Connected TV (CTV) and Free Ad-Supported Television (FAST) channels, programmatic advertising was once seen as the hero poised to rescue content studios from financial struggles. However, as the story unfolds, it's clear that not all tales have a happy ending. Programmatic has now taken on a new moniker - Problematic, casting a shadow over media companies of all sizes. Read more about the challenges of programmatic advertising in CTV and the FAST channels here: [Link to the article] #CTV #FAST #Advertising #Media #ProgrammaticAdvertising

📺 The landscape of television advertising is changing. While traditional TV is expected to decline, Total TV —which includes its digital extensions or CTV — is projected to grow to $163.2 billion in 2024. Meanwhile, CTV is seeing a boost with the inclusion of some YouTube revenue, indicating a shift towards digital platforms in the advertising industry. Learn more about trends impacting the global advertising economy in GroupM's TYNY Midyear Forecast: https://loom.ly/M-OuIuk _ #ThisYearNextYear

✅🖥️ AdExchanger (10/11): “Paramount’s move represents a serious shake-up because TV publishers that use Nielsen alternatives (like VideoAmp, iSpot and Comscore) typically do so in tandem with Nielsen, which has been the foundation of TV ad measurement for decades. In this case, however, Paramount and Nielsen failed to come to an agreement in time for their contract renewal. Despite the strong sentiment, a break from Nielsen’s services isn’t ideal for Paramount. Advertisers and media buyers have leaned on Nielsen ratings since the 1950s. That (fact) has been spurring a lot of conversations on LinkedIn lately. On the one hand, Paramount could be a trendsetter. “If Paramount is able to do business using VideoAmp without [a financial] downside, then other programmers will naturally start considering making the same move,” media measurement vet – and VideoAmp’s former chief measurability officer – Josh Chasin observed on LinkedIn. “This is a critical moment.” Chasin was commenting on a post written by Marshall Cohen, an industry vet and media and marketing consultant. Cohen notes that Nielsen keeps its service fees high not simply out of stubbornness, but because its business model doesn’t leave much room for negotiation. If Nielsen lowers its prices for one client, according to Cohen, they have to lower prices for everyone. “This,” he argues, is very difficult with private equity owners, who don’t understand the business [and just] want better returns.” Still, Cohen writes, it’s likely a renewed contract will – eventually – put an end to the contentious standoff between Paramount and Nielsen. “Rarely, if ever, does a media company go without Nielsen ratings for very long,” Cohen says.” ⬇️ #measurement #streaming #lineartv #ctv #ott #tvos #acr https://lnkd.in/eNaWgx7W

The shift to #CTV is transforming television advertising.  With 75% of the US population watching #OTT video, and cord-cutter households now surpassing traditional pay TV, CTV offers a unique opportunity for advertisers.  The rise of free ad-supported TV (#VOD & #FAST) and performance-driven CTV ads allows for targeted, measurable campaigns.  Success stories from MNTN highlight significant improvements in metrics like cost-per-visit, conversion rates, and return on ad spend.  As CTV adoption grows, its impact on TV advertising will only increase. https://lnkd.in/d9rPKYuB

Very interesting analysis from MediaPost on the 7.4% drop in Q1 national TV ad revenue, highlighting the dynamic shifts within broadcast and cable TV networks. I think this trend underscores the importance of strategic content planning and diversification in today's fragmented media landscape. How should marketers adjust their strategies in response to these evolving consumption patterns? #AdvertisingTrends #MediaPlanning #MarketingStrategy #TVAdvertising https://lnkd.in/eJFZ5tRZ

📺 The landscape of television advertising is changing. While traditional TV is expected to decline, Total TV —which includes its digital extensions or CTV — is projected to grow to $163.2 billion in 2024. Meanwhile, CTV is seeing a boost with the inclusion of some YouTube revenue, indicating a shift towards digital platforms in the advertising industry. Learn more about trends impacting the global advertising economy in GroupM's TYNY Midyear Forecast: https://lnkd.in/eX-CnrRV

📺 The landscape of television advertising is changing. While traditional TV is expected to decline, Total TV —which includes its digital extensions or CTV — is projected to grow to $163.2 billion in 2024. Meanwhile, CTV is seeing a boost with the inclusion of some YouTube revenue, indicating a shift towards digital platforms in the advertising industry. Learn more about trends impacting the global advertising economy in GroupM's TYNY Midyear Forecast: https://lnkd.in/eEdp_Jj4

📺 The CTV advertising market has moved past inventory scarcity, entering an era where audience reach alone is no longer enough to succeed. TV advertising is now more competitive than ever, pushing traditional TV players – broadcasters and pay-TV operators to adapt to the rules of digital advertising. Read our newest blog post by Marija Masalskis, research director at Caretta Research and explore how the rise of CTV, shoppable ads and retail media is reshaping the market in 2025. 👇

📺 The landscape of television advertising is changing. While traditional TV is expected to decline, Total TV —which includes its digital extensions or CTV — is projected to grow to $163.2 billion in 2024. Meanwhile, CTV is seeing a boost with the inclusion of some YouTube revenue, indicating a shift towards digital platforms in the advertising industry. Learn more about trends impacting the global advertising economy in GroupM's TYNY Midyear Forecast: https://lnkd.in/edP_Gh2j