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InterMedia Insights 8.29.2016

YouTube vs TV

Hot Media Trends for August 29, 2016

  • You Tube and TV—two competing mediums fighting for the same advertising dollars might actually be able to find common ground. A Nielsen case study commissioned by Google found that TV reach seems to drive YouTube engagement, and in turn, YouTube engagement drives TV reach. According to the report, people who view a TV program’s content on YouTube are more likely to tune in to the actual show. Because of that, as TV audience increases, so does YouTube viewership. According to Nielsen, digital advertising in the U.S. has been rising 15% every year since 2012 with no signs of slowing down. (In fact, according to eMarketer digital ad spending will surpass TV as soon as next year.) But the seemingly symbiotic relationship could be a sign for advertisers that both mediums might be better than just one. Nielsen evaluated 30 TV shows, including genres such as comedy, competition, drama and talk shows while analyzing historical data from YouTube and TV currency data from Nielsen’s own sources. Researchers then looked to see how the two formats moved in relationship with each other apart from promotions, seasonality, brand effect and show engagement. Researchers also studied habits of those who watched TV content on YouTube and compared it to those who didn’t. The results were “significant,” according to the case study of Nielsen’s findings. For example, there was an 18% increase in tune-in on TV for leading talk shows among an audience that watched YouTube content of the shows. Read More on ADWEEK

  • Browser developer Mozilla is supporting the proposed new set-top-box rules that would make it easier for people to watch TV programs on tablets and smartphones. In a letter to the (FCC), Mozilla’s public policy head Chris Riley wrote that the company believes the rules will help “open a technology environment that today is very closed, with the result of improved competition, greater innovation, and streamlined interoperability, all to the benefit of consumers.“ The FCC is weighing proposed regulations that would allow companies other than cable and satellite providers to develop boxes that can access pay-TV programs. If the rules go through, consumers could access over-the-top (OTT) programs and pay-TV programs from a single device. (Read More on Response Magazine)

 

  • Extreme Reach, an enterprise cloud platform company that aids workflows for TV and video ads, announced a partnership that enables Samba TV to access the company’s new Video Asset API. The partnership means that Samba TV, a provider of real-time TV audiences and media analytics, will be able to connect ad content with deeper analytics. Samba TV will use the Extreme Reach Video Asset API to access advertisers’ commercials at scale and in real-time, eliminating some manual steps in the advertising workflow and ensuring more accuracy in reporting for all advertising assets. Connecting the two platforms with permissions-based access will enable advertisers to see their campaign assets in connection with their analytics, in either platform, without manual data entry. The Video Asset API will support programmatic TV efforts, according to Extreme Reach. (Read More on MediaPost)

 

  • Advances in the connected car are hot topics in the automotive and audio industries, many consumers are asleep at the wheel about them. A recent Nielsen AutoTechcast report shows nearly one-third of Americans have never heard of these high-tech vehicles with advanced media and safety features. Consumers are most aware of new safety features, with the top five options being camera mirrors, smartphone links, blind spot systems, cameras for surround view and smartphone-navigational interfaces, Nielsen said. Consumers surveyed were least familiar with comfort and fuel efficiency features. Connected cars also offer dynamic infotainment systems that give car owners access to a multitude of audio programming options, including broadcast radio, streaming services, podcasts and on-demand audio. AM/FM radio has been the top entertainment choice in cars, and radio broadcasters are developing their own strategies to maintain that position in the era of connected cars. The bottom line, Nielson says, is that the auto and related industries need to work harder to introduce their advancements to a broad range of customers. (Read more on Inside Radio)

 

Facebook Advertising

Facebook Advertising – Get Your Digital House In Order Part 4

Check out our latest blog post to explain how to effectively deploy Facebook Advertising. We cover the key points of:

      • Domain Ads
      • Page Post Ads
      • Carousel Ads
      • Reaching Your Target Audience
      • Analyzing Your Results

See the full post here.


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