THE BROADCAST
The March 2020 edition of TVSquared’s “The Broadcast” looks at ad spend coming back to TV, pan-European TV performance, Oscar “ad winners” and more of the latest trends, news and insights.
 
 
 
 
 
Attribution: Retaining (& Bringing New) Ad Dollars to TV

 
   
 
Last week, Forbes published a fascinating article about the strategies that traditional media companies are taking to better compete and keep pace with digital. While things like M&A, new streaming services and audience-based buying are all playing big roles, the adoption of TV attribution is helping to both retain TV ad spend and bring in more dollars from brands completely new to the airwaves.

Jo Kinsella, TVSquared’s president, noted in the article that the sell-side has started to “wake up” to the fact that marketers are the ones with the power. By offering attribution, networks and media owners are adapting to meet the demands of marketers that want transparent measurement for TV performance and actionable insights to optimize for response. And this trend isn’t going anywhere, as Jo elaborated:

“Attribution has already had, and will continue to have, a massive impact on the industry as a whole, because it makes everyone accountable to do what’s best for the marketer. All campaigns will eventually be sold with performance insights that will change the game – that is the future for every buy type, including the Upfronts. Brands are already demanding measurable guarantees for TV buys and ratings no longer cut it.”

Read the article

 
 
 
 
The 92nd Academy Awards: TV-Driven Response Winners
 
   
 
More than 23 million people tuned in to the 92nd Academy Awards to see the films and stars that would bring home Oscar gold. But what about the advertisers? Who among them “won” when it came to driving the most response during Hollywood’s biggest night?

To find out, TVSquared analyzed the 80+ spots that aired during the broadcast to identify the ones that generated the most TV-driven digital response.

 
Just for fun, we used minute-by-minute analysis to discover which celebrities and films caused the most online buzz too.

Some of the results might surprise you!

Check out our video here.
 
 
 
 
 
 
 
VAB IMPACT: A Fresh Look at Attribution
 


At VAB’s inaugural IMPACT Video Leadership Summit, TVSquared’s Jo Kinsella moderated a lively panel – with Xandr, A+E, Inscape and Walton Isaacson – on the state of attribution in today’s dynamic TV landscape. Check out the key takeaways here.

 
 
“Friends” Enduring Power for Advertisers
 


TVSquared analysis of 2019 data found that “Friends” drove response rates of +74% above average – even 15 years after its last episode aired. What’s its secret? Take a look at our “Friends” roundup, which includes an infographic, video and recent articles.

 
 
European-Wide TV Performance Insights
 


What are European advertisers measuring when it comes to TV? And which days, dayparts and creative lengths drive the most response across the continent? Find out new performance insights by downloading our infographic.

 
 
 
Unlocking the Advertising Power of Local TV
 
   
 
This year, more than $18 billion will be devoted to local, and that’s not even including the influx of political and Olympics ad spend. At TVSquared, we’ve seen a surge in brands (of all shapes and sizes) allotting more spend to local due to its effectiveness and, thanks to attribution and the granular reporting it provides, accountability.

TVSquared teamed up with Danielle DeLauro, EVP at the VAB (Video Advertising Bureau), to do a deep dive on the local TV market and offer advertisers tangible tips for maximizing it for performance and brand building.

 
Access the five-part video series to learn about:
  • The rise of performance + impressions as a currency
  • Data-savvy DTCs’ journey from national to local TV
  • Best practices from automotive – the most successful local TV advertisers
  • How politics will impact local TV inventory and pricing
  • Transparency, collaboration and trust between the buy and sell sides
 
 
 
 
Where in the World is TVSquared?
 
   
 
Six events, three countries, two months. Check out where Team TVSquared will be in March and April and, if our paths cross, let’s set up time to meet!
  • Effectv President’s Club, March 3-5, Riviera Maya, Mexico
  • TV & Video Insider Summit, March 9-12, Austin
 
  • Connected TV World Summit, March 18-19, London
  • NYC TV Week, March 24-26, New York
  • NAB Show, April 18-22, Las Vegas
  • Ad Age Next: Streaming, April 20, New York
 
 
 
 
 
 
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