Week Observed: Super Bowl, TV Changes, and the Blitz to Automation

Posted 5 years ago by Josh Messinger

This week I want to try something different and share some broad themes we’ve been covering as they are playing out in the news. But, because it is the year’s biggest one-shot advertising event, I’ll of course lead off with Sunday’s game:

Competing Greek Yogurt Brands To Face Off With Super Bowl Commercials – NYTimes
What better sign of the value of the Super Bowl’s mass reach than yogurt increasing its investment? Sure, cars, trucks, and beer will still be there…but more yogurt?

Super Bowl Ads to Help Start Busy Season – NYTimes
In case there were ever a question about live TV’s increasing importance, this summary of the advertising spend between Jan. 2nd and Mar. 2nd says it all. With the popularity of the Golden Globes, Grammys, Super Bowl, and the Olympics, is it any wonder networks are racing to create new live content? Case in point: NBC’s Carrie Underwood- and Stephen Moyer-helmed Sound of Music reboot.

YouTube Debuts Super Bowl XLVIII Ads – YouTube
I don’t care that it ruins my surprise on game day. Must. Click. And. Watch. Now.

The Trends

Six Ways TV is Changing Forever – Quartz
While none of Quartz’s trends was exactly earth shattering, this is worth reading. Here’s a summary of the changes: smaller TV series runs, delayed viewing habits extending the life of ads, networks giving shows a longer chance at success, no more summer vacations as new content becomes year-round, and the networks’ new mantra of, “streaming streaming streaming” as they embrace TV everywhere (and the higher ad completion rates that follow).

Study: TV Viewers Prefer Not to Multitask – Hollywood Reporter
Can we agree there’s no consensus here? Tivo says there’s less multi-tasking, but I don’t buy it. There are seemingly endless reports saying the opposite and that they drive higher ad engagement. My studies show there is a TV on while I write this.

P&G Shifts More Ad Spend To Addressable Digital Channels – ad exchanger
In an earnings call, P&G’s CFO emphasized the increased ROI they are seeing through digital targeting and that there’s still a lot of room left for improvement. P&G currently spends 30% of their marketing dollars on digital. One can only imagine the increased ROI and scale as the world’s biggest advertiser gets access to more and more addressable TV media.

Programmatic Systems Accounted For $1.9B Of Multi-Screen Video Spend In 2013 – Mediapost
The bigger story here is the rate at which programmatic spends are increasing. We here at Videonomics are seeing compounded programmatic growth as one of the few solutions as agencies struggle to balance an increasingly fragmented video marketplace with the need to reduce the costs associated with increased buying.

IPG’s Matt Seiler: You Don’t Get To 50% Automation With ‘Old Media’ Thinking – ad exchanger
Look no further for proof of the compounding need for programmatic than IPG’s blitz to the finish line automating 50% of all spending by 2015. I’m not alone in wondering what percentage they reached in 2013, am I?