that is just not achieving goals? All of these questions impact
the right media mix.
What are the three biggest concerns for
marketers regarding the current TV media
landscape as we head into fourth-quarter
2017 and early 2018?
Feinstein: First, diminishing viewership of linear TV: how will
this affect my ROI? Second, the consolidation of cable TV: what
affect will this have on network options, and the viability of
remaining networks? Third, how are OTT and other non-linear
delivery of video going to start consolidating so advertisers can
buy scale? Even if 20 percent of linear TV viewership bleeds off,
there doesn’t seem to be any one place I can go to buy that missing 20 percent — and I certainly don’t seem to be able to buy it
Garnett: The TV landscape is pretty stable for planning and
buying — at least as bought through traditional outlets. That
said, we have seen small erosions of audience TV time overall,
with slightly larger erosion among the very young. Still, TV
remains the strongest medium for getting a message out to the
market about a new product or brand.
What’s tough is that marketers will have to fight the prejudices of their own companies to do the right thing when it
comes to TV. TV remains far stronger than the “futurists” predicted 20 years ago, having survived (and thrived) through the
DVR revolution and the past 10 years of streaming advances.
TV remains the most cost-effective way to drive the market —
a truth that is often forgotten behind the low cost of entry to
Koeppel: The current political climate is sucking all of the
oxygen out of the room. It’s a huge distraction that creates an
un-level playing field for marketers trying to arrest the public’s
attention. Second, AI is going to fundamentally change the way
people watch television and will likely narrow their consideration set — reducing random channel surfing, which could have
an impact on response.
Finally, despite increases in income growth and the lowest
unemployment rate in years, consumer spending has been anemic. This could have a direct impact on results in the second
half of the year, particularly around the holidays, and bleed into
McAlister: Rates! Rates! Rates! If people are switching;off, rates
should be coming way down.
What are the three biggest effects of the
expansion of TV programming viewing
options — subscription video-on-demand
(SVOD), OTT, TV Everywhere, mobile video,
Besasie: No. 1, the largest SVOD provider — Netflix — doesn’t
offer advertising, so until it does there is not much a marketer
can do — and the other SVOD platforms don’t offer much scale
for a performance-based marketer. Second, OTT — on the
other hand — is building scale and offers some opportunities for
performance-based marketers. Marketers should be testing the
waters of OTT and addressable. Finally, when thinking about
mobile video, it’s important to recognize that while the small
screen requires simplified creative, the majority of the views are
derived from social media. Make no mistake about it: video is
the focus of Facebook and Facebook is mobile. When thinking
about mobile, focus on Facebook.
Feinstein: 1) It complicates an already muddy medium; 2)
Expansion of choices can lead to narrowly placed media buying, generating sub-par reach with excessive frequency that can
negatively influence consumer attitudes toward an advertiser,
or worse, cause highly scattered media buying resulting in useless reach because there’s no ability to buy frequency in any one
place; and 3) where do I go to buy media?
McAlister: Millennials are not watching commercials, they
have even shorter attention spans, and they are becoming a
shrinking market for traditional DRTV marketing.;
Norris: With these services, we’ve given TV viewers access to
high-quality content anywhere, anytime, across any device —
and created more premium ad inventory for marketers. We’ve
also changed the dynamics of industry relationships, spurring
cross-functional collaboration among TV and digital ad teams
working to stay ahead in this tech-heavy environment.
How has technology changed the way
your company does business in the past 12
months? How will it in the next 12 months?
Garnett: The past 12 months have reflected constant evolution
as technology gives us opportunity. There are improvements in
many areas: cloud-based services, new ways of sharing data and
creative, leveraging new tech in production, etc. Yet, through
it all, we remember that success in advertising depends on people — not technology. It’s the choices and decisions that drive
This year’s shiny tech bauble is AI. But having worked
around AI since 1985, what we’ve seen this past year isn’t really
artificial intelligence — it’s renamed “big data,” where “
intelligence” refers to using algorithms to process data. This can be
quite useful, but it’s not game changing and performance marketers have done this for decades.
Koeppel: We’ve found there is no attribution tool available off
the shelf that can do what we need it to do with today’s sophisticated marketers, so our agency is employing more specialized
data scientists with advanced math degrees and data-modeling