ARE YOU READY FOR SOME FOOTBALL TV ADS?: There’s one thing you can set your watch by in marketing. The second the confetti stops falling after the NFL’s Conference Championship Game celebrations (congrats Boston and Philly!), the hype around the Super Bowl ads begins. According to NBC, who’s carrying the big game, this year’s revenue total will be a record. In-game :30 commercials are going for as high as $5M (what?), and NBC will even throw in a few Winter Olympics ads for that price. With fewer than 10 unsold ad slots still available we have a pretty good idea of who’s doing what this year. AdWeek is keeping a running tally of which brands are in and which are staying on the sidelines in the attached link. The usual car/beer/soda suspects will be there. Interestingly, Groupon is the only digital publisher who’s bought ad time so far, with Google/YouTube pulling out after last year’s blitz. A few more CPGs are also coming back, which is a nod to the power of the Super Bowl’s brand-safe, mass-reach platform. As we get closer to the game expect to see creative “reveals”, as advertisers try to milk every last ounce of PR hype out of their ads. Hopefully we can actually watch a football game on February 4th, too. 🙂
TV’S FIRST WALLED GARDEN?: Sure, AT&T is stuck in a dogfight with the FCC over its planned purchase of Timer Warner. But that doesn’t appear to be slowing down their creation of the first Google/FB-style walled garden for Addressable TV. The attached AdExchanger link describes the Telco’s plan to merge AT&T’s cellular customer data with its DirectTV customer data to create a proprietary audience platform. This data could be used to deliver deterministic ads down to the individual level on DirectTV, and also on Time Warner’s massive TV audience (if that deal ever goes through). This is similar to the strategy Verizon is running to combine cellular data with its Oath properties (Yahoo and AOL), but that data will be used for digital ad delivery. What sets AT&T apart from Verizon, and Google/FB for that matter, is the ability to project this data onto traditional TV delivery. If successful, this will set up a have-your-cake-and-eat-it-too benefit for marketers who will get the targeted delivery of digital in the safe harbor of traditional TV. I’m thinking this will go over well with data-hungry brands who still use TV as their default media.
DIGITAL AUDIO MEASUREMENT GETS REAL: There was a ton of buzz in the digital audio space on Friday thanks to the MRC’s release of it’s first-ever Digital Audience Measurement Standards. This is an important step towards standardizing (and legitimizing) digital audio ratings, which up until now have been a patchwork of Triton ratings, comScore data, and publisher self-reporting. RAIN has a summary of MRC’s release in the attached link. The most important rulings involve how audio ads are heard – they must be unmuted and listened to for two seconds to count. There’s also a strong emphasis on what the MRC calls client-side measurement instead of server-side. This means ratings will be derived from ads received by listeners and not what is sent out by the publishers’ servers. This will eventually open the door for something called “audibility” (yes, viewability for audio ads), which will be a game changer for the entire industry. You can imagine how interested brands will be in buying digital audio ads which are proven to be listened to. This will eventually spell trouble for broadcast radio, since it’s not possible to prove an ad is heard by individual listeners sent over a radio transmitter. I say bring on the change!
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