National TV Spending Falls 11% Summer-To-Date, Live Broadcast Viewing Drops 25%
Season-to-date viewership dropped 25% to average 1.81 million viewers per summer prime-time episode, per Nielsen’s live program-plus-7 days of time-shifted video-on-demand metric, from May 25-August
13.
The Fabricant Launches Digital Clothing Collection Featuring AR Fashions
Brands and agencies are turning to attention metrics to drive better business outcomes
Gone are the days when viewability sufficed as a primary currency — the unit of value — for buying and selling ads. Instead, brands are moving toward establishing attention as the new currency as a part of an industry-wide push for measurement tools that focus on whether someone had an opportunity to absorb an ad’s message. While viewability tells advertisers that their ads were in a consumer’s view, it doesn’t provide much beyond that, but attention shows how engaged a consumer was, how they interacted with that ad, etc.
For advertisers, attention has the opportunity to enhance their outcome-driven media buying. Instead of acquiring media solely based on impressions or reach, they can make purchases by gauging attention generated by an ad campaign.
One issue with attention measurement is that not everyone defines it the same way, which could be one reason why it’s taking a bit longer for wide adoption.
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Bombora’s New Tool Merges An Unlikely Pairing: DSPs And ABM
Historically, there’s been no easy way to do all that at the account level in a DSP because a DSP’s main reason for being is to find the lowest-cost media
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TikTok Starts Serving Ads In Its Search Results
Pearls Before Swine by Stephan Pastis for Wed, 23 Aug 2023
Collaboration Will Drive Marketing’s People-First Future
Third-party cookies, once widely used by marketers to track consumers online and target and measure digital ad campaigns, have fallen out of favor with international regulators keen to protect consumer
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Candidates’ TV Ad-Buy Meal: Does That Come With An On-Air Interview Side?
connection between the two.