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InterMedia Insights 7.25.2016

Hot Media Trends for July 25, 2016

  • This year’s broadcast national TV upfront ad sales will tally around $8.75 billion, a 4.7 percent increase from last year, according to early data from media consulting firm Media Dynamics. On the cable side, upfront sales reached $9.86 billion, up 4.3 percent from 2015. (Read More on ADWEEK)

  • The Rams’ return to the Los Angeles market is allowing Lotus Communications to score the Spanish-language rights to the NFL franchise’s play-by-play. “ESPN Deportes 1330KWKW will become the Spanish radio flagship under an agreement by Lotus and team management. “KWKW Deportes will help make our games accessible to all Rams fans for our exciting return back home to Los Angeles,” said, Rams chief operating officer, Kevin Demoff. In addition to airing six hours of game-day programming, KWKW will also air a variety of Rams-related content, including regularly scheduled “Rams Reports” and “Let’s Talk Rams” call-in talk segments. As part of the agreement, KWKW also will produce and distribute the broadcasts across the Rams Spanish Radio Network, stretching across California and beyond to markets such as Lotus-owned “ESPN Deportes 1460” KENO in Las Vegas. The L.A. Rams organization announced last month that it had signed a five-year deal to air its English-language play-by-play on ESPN Radio’s “710 ESPN” KSPN and Entercom classic rocker “The Sound” KSWD in a rare joint deal between two different radio groups. (Read more on Inside Radio)

 

  • Solid additions of 342,000 DirecTV subs weren’t enough to offset U-verse TV losses of 391,000 as AT&T shed 49,000 total video subs during Q2 2016. That’s been the video story at AT&T since it acquired DirecTV last July and applies a greater focus on the more profitable  satellite-based video platform.  AT&T, which lost 54,000 video subs in Q1, said it has added about 1 million net satellite subs since the AT&T acquisition. AT&T ended Q2 with 25.29 million total video connections (20.45 million satellite and 4.84 million (U-verse).  DirecTV Latin America, meanwhile, added 87,000 subs. AT&T posted Q2 consolidated revenues of $40.5 billion, up 22% year-on-year, thanks mostly to the addition of DirecTV, and earnings of 72 cents, up from 70 cents in the year-ago period. (Read More on MultiChannel.com)

 

  • According to research by the ad-tech company Turn, a survey of more than 200 creatives in the U.K. found that only 59% of respondents from large agencies have worked on programmatic campaigns. A mere 11% of small agencies were even confident that they knew what “programmatic” meant. Turn also found that when it comes to data exchanged between brands and their agencies, there’s a gap between what creatives want and what they get. A third (35%) of creatives surveyed reported not getting access to the data they need from brands, while another 29% said they’re not getting the data they need that media planning agencies have. Richard Robinson, Turn’s managing director, said he decided to conduct the study after hearing a lot of anecdotes about the disconnect between brands, their data and their agencies. Brands don’t understand the value of their own data, and because of that, a lot of data are in silos, making it less useful for brands and the agencies they’re working with. While data and programmatic advertising are often associated with buying audiences, Turn’s report found that 73 % of creatives said it should drive design. Second most popular was data-driven relevance for brands (67%), followed by location targeting (60%) and timing (59%). (Read More on ADWEEK)

 

  • At a time when “viewable impressions” are emerging as the industry standard for most digital media buys, Nielsen is integrating three of the leading verification providers DoubleVerify, Integral Ad Science and Moat into its digital media ratings system. The move is consistent with Nielsen’s history of integrating third-party data providers and processors of its ratings data to enable clients — advertisers, agencies and publishers — to analyze audience estimates based on the way they want to visualize them. The integration will enable Nielsen clients to calculate the delivery of “viewable, human, demographic ad metrics within Nielsen Digital Ad Ratings using a single tag,” (Read More on MediaPost)

 

Google Adwords

Google AdWords Campaigns – Get Your Digital House In Order Part 2

Check out our latest blog post to explain how to effectively dive into Google AdWords Campaigns. We cover the key points of:

      • The Growth of AdWords Campaigns in the Advertising Industry.
      • How AdWords Campaigns Work.
      • Effective AdWords Campaigns Strategies.
      • How AdWords Campaigns can Compliment Your Traditional Campaigns.

See the full post here.


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