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Tuesday, February 19, 2008
Nielsen VideoCensus Debuts
While some advertisers continue to grumble about Nielsen Media Research’s problems in delivering accurate television measurement ratings, Nielsen made headlines when it released the first results from its VideoCensus online video measurement service last week.
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King of Media, Time-Shifting and Prospect Pools
Mix It Up: Adults now spend more time with television each day than they do with any other medium, according to Cox Media. Television viewing accounts for 4 hours, 25 minutes of the average adults day and newspaper only accounts for 29 minutes. Television reaches nearly 90% of all adults each day, compared to newspaper reaching only 62% of adults, according to research from TVB and Nielsen Media Research. Television also out paces newspapers in several key areas with adults today: As such, Cox Media suggests advertisers create advertising plans that blend both TV and newspaper to maximize both demographics and reach. They encourage advertisers to consider the strategy of reducing the size or frequency of their newspaper advertising and investing the
savings in branding their company with television advertising.
Time Well Spent: A new study from Watson Wyatt Worldwide. “2008 Report on Sales Effectiveness and Compensation,” found that shifting as little as two hours of an ad sales rep’s time back to selling each week could result in millions of dollars in ad sales gains. The report, which surveyed 800 salespeople from about 500 large companies (defined as those organizations with 2,000-plus employees or large-scale sales forces), revealed that companies can derive even greater value from their sales forces by carefully allocating activities between new business developers and account managers. Reallocating time and resources can create more than $600 million in additional sales for a $20 billion company.
Target Secondary Clients: Spending time on key accounts makes a lot of sense. Resources should be focused where they stand to bring the greatest return, right? But the Center for Sales Strategy suggests that secondary accounts not be ignored but instead be considered pools of prospects, some of which may achieve target or key account status. Moreover, things change. Some sectors will be hot one year and cool the next. For example, a year ago at this time, restaurants were generally doing well. The economy was solid, gas was cheaper, and plenty of busy people were opting for the convenience and indulgence of out-of-home dining on a regular basis. Today, the economy is shakier, gas and heating prices are skyrocketing and most people believe we are headed
for or even already in a recession. Things like dining out don’t seem so important. Companies are facing new marketing challenges, any of which could represent the tipping point that takes them from secondary status to target account prospects. Just as there is no such thing as a “permanent” key account that can be taken for granted, there are no secondary account lists which should be allowed to go stagnant or forgotten. Make a list of secondary or extra accounts and ask the following questions: Could any of these clients/prospects be facing challenges now that they could ignore a few months back? Might any of these companies more urgently need advertising than in the past? Could cable ad sales have renewed value to clients who are facing new challenges?
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OpenTV’s new advertising campaign platform is now available for testing by cable, satellite and telco operators. EclipsePlus, is an end-to-end platform designed to improve performance and scalability to support local TV advertising sales organizations, which will help operators maximize inventory, reduce manual tasks and improve operational efficiencies, according to OpenTV. Features include a dynamic scheduler; an automated scheduling system that improves inventory yield and reduces labor-intensive activities in large systems; and an advanced Web services interface, which provides support for electronic, real-time data exchange between the sales proposal system and EclipsePlus for avails clearance and order management. General commercial availability is slated for
May.
HealthiNation is working with Comcast Spotlight to offer digital video customers health information programming through Comcast's ad-supported on-demand destination, "Searchlight." Content is available to Comcast customers in Atlanta, Boston, Chicago, Detroit, Philadelphia and Seattle with a rollout across all of Comcast's markets in May 2008. Comcast Spotlight is offering local sponsorship opportunities to hospitals and other health service providers for HealthiNation's programs.
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Jonathan Bernard, Comcast Spotlight
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Jonathan Bernard
Director of Automotive Ad Sales
Comcast Spotlight |
Jonathan Bernard is an expert in automotive sales and Comcast Spotlight is putting that know-how into action by naming him director of automotive ad sales. His most recent responsibilities have been in Pittsburgh where he’s led Spotlight’s automotive sales efforts in the Tri-state area. Before that Bernard successfully ran Comcast’s first automotive sales team in Chicago for several years. Bernard’s new role at Spotlight will focus sharply on building strong internal communications & relationships between the company’s local and regional/national teams. He will also play a lead role in Spotlight’s relationship with Vehix, which Comcast recently purchased all of, as well as oversee the company’s licensing of Polk Insight data.
--Interviewed by K.C. Neel
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Nielsen Reports DVR Playback Adding To TV Viewing Levels
(Excerpted from a 2/14/08 article on the Multichannel News Web site)
Playback from Digital Video Recorders (DVRs) is increasing the amount of time people spend watching television, according to new data from The Nielsen Co. In comparing total television usage (Live viewing plus DVR playback) for persons 18-49 in November, 2007 to total television usage in November, 2005 (before Nielsen measured DVR homes and penetration was very low) Nielsen found that viewing had increased slightly throughout the day, and was three percent higher at 9:00 p.m. and five percent higher between 11:00 p.m. and midnight. This has implications for primetime viewing levels in the future because as the number of DVR households in the U.S. population grows, DVR prime time viewing levels will likely rise as well.
For More…Nielsen, Neuro-Marketer To Measure ‘Engagement’
(Excerpted from a 2/7/08 article on the Multichannel News Web site)
Looking for new ways to gauge so-called viewer “engagement,” Nielsen has made a strategic investment in NeuroFocus, which specializes in applying brainwave research to advertising, programming and messaging. Nielsen and NeuroFocus are joining forces to initially bring an array of new science-based products, services and metrics to clients in consumer packaged goods, television, film and emerging media.In addition, Nielsen will integrate NeuroFocus’ techniques into existing services to better understand the elements of successful consumer engagement. For example, NeuroFocus’ techniques will become a permanent feature in Nielsen’s Digital Labs research centers at the MGM Grand in Las Vegas and at CityWalk in Los Angeles.
For More…Ad Agencies Cool On FTC "Green Marketing" Guideline Changes
(Excerpted from a 2/12/08 article on the Broadcasting and Cable Web site)
Ad agencies have asked the Federal Trade Commission to take its time and gather more information before making any changes to its guidelines for so-called "green marketing." The commission is trying to decide whether the increase in marketing claims of environmental-friendliness need to be matched by restrictions on certain types of claims or third-party substantiation. The American Association of Advertising Agencies (AAAA), the American Advertising Federation (AAF), and the Association of National Advertisers (ANA), jointly argue that the FTC should not rush to judgment because existing guidelines on truth and accuracy in environmental claims are already effective and self-regulation already "ensures that environmental claims are not deceptive and must be
substantiated. Lastly, changes could cause confusion that could chill "valuable advertising messages."
For More…Point-and-Click TV Ad System
(Excerpted from a 2/11/08 article on the Broadcasting and Cable Web site)
A small Boston-based firm thinks it can achieve a long-desired goal for networks and advertisers—bringing point-and-click interactivity to the TV screen. And it thinks it can do it without scrapping existing cable set-top boxes or replacing legacy back-office systems used by media buyers and stations to manage the buying and trafficking of commercials.
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Nielsen apologized to its clients on Feb. 8 for the increasing number of delays in the delivery of its national TV ratings since the beginning of the 2007-08 season, according to MediaWeek. The company outlined a series of steps it would take to improve its processes and systems. Clients should expect to see a material reduction in the number of delays beginning in mid-March, the company said. With the new TV season, Nielsen has been delivering more datastreams than ever before including six data streams from live to live-plus-seven and DVR usage data. The research firm has also been working to increase the national sample and the number of A/P meters in that sample. Unfortunately, Nielsen's equipment and other processing
resources haven't kept pace, the company admitted.
For More…
The future of TV advertising will probably be a lot like the current state of online advertising: aggregated advertising networks, behavioral targeting, and automated buying systems enabling small, "long-tail" advertisers to compete alongside the TV industry's biggest marketers and agencies, according to a report from MediaPost. At least that's what a panel of TV industry executives blazing that path said late last month during one of the final sessions of the Future TV conference in New York. "We have built technology and have an infrastructure that the industry can use to connect all those hundreds of thousands of advertisers with all the permutations that come," Mike Steib, director of Google TV Ads, said in the search
giant's latest pitch to the TV industry that it can help it unlock underutilized, under-measured and undervalued advertising inventory, especially millions of local cable advertising avails that have become the ghetto of the TV advertising marketplace.
For More…
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Kathleen Kayse, former executive vice president-marketing solutions for AOL's Platform A organization, has been tapped to lead Discovery Communications’ digital-media ad sales as executive vice president.
The Nielsen Co. has hired Cheryl Idell as executive vice president, media product leadership. She had been executive vice president, media and marketing planning at Twentieth Century Fox.
Christopher Raleigh has been named senior vice president of advertising for The Weather Channel Media Solutions. He had been senior vice president-ad sales for GSN..
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EDITOR:
George Vernadakis
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K.C. Neel
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