Impressions vs GRPs: Is CPM the New Currency for Buying Local TV? - Webcast

We hope you had a chance to attend our Take Five for Your Future webcast, “Putting Fragmented Audiences Back Together Again: A Look at Video’s Audience-Based Future,” on October 26. Our panel of media and advertising experts shared their thoughts on how technology and analytics can assemble audience groups that have splintered to create campaigns that are more targeted, efficient and effective than ever. If you couldn’t join us, or want to review some of the information again, this is the full webcast recording.

Keith Camoosa, Senior Vice President of Consumer Intelligence at Warner Brothers, kicked off the panel discussion by exploring audience-based buying and how it differs from the current TV-buying model. He also discussed how to determine budget allocation between audience-based and content-based tactics.

Next, Jim Nail, Principal Analyst at Forrester Research, explained the relationship between programmatic and audience-based buying—including how they differ—and shared his insights into how buying will work differently for TV than it has for digital media.

Justin Evans, Comcast Spotlight’s Vice President, Principal Data and Research Strategist, shared how advertisers can use audience fragmentation to their advantage. Justin also explained how audience-based buying can find new value in the TV marketplace.

Andrew Feigenson, Senior Vice President of Ad Platforms and Networks at Nielsen, talked about the best ways to measure multi-screen, audience-based campaigns, and shared what type of consumer data is available for these audience-based buys and what the future will look like for measurement.

Our panel also addressed “hot topics,” including how audience-based buying will change the skills needed by buyers and planners at agencies, how it can generate more impressions at the same level of investment and how this transition will shape up.

To hear what our panel of industry experts had to say on these topics and questions, watch the full webcast . You’ll also hear their answers to questions that came in from our attendees asked during the live Q&A portion of the webcast.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive

We hope you had a chance to attend our Take Five for Your Future webcast, “Awareness to Action: The Critical Role Video Plays in Driving Web Traffic and Social Engagement,” on May 25. If you couldn’t join us, or want to review some of the information again, you can view the complete webcast now.

A panel of media and advertising experts shared their thoughts on the power of video to drive engagement with brands and their digital assets and we reviewed the results of two studies that reveal the important role TV and online video plays in moving consumers down the purchase funnel from awareness to action.

Sean Cunningham, President & CEO of the Video Advertising Bureau, kicked off the discussion by reviewing the results of the VAB report, “Ignition Point: The TV-Traffic Correlation for Call-to-Action Brands.” This report took a look at 125 brands, of all sizes, across six categories (restaurants, retail, travel, telecommunications/location-based mobile apps, financial, insurance) that represented more than $30 billion in TV advertising.

Next, Natasha Hritzuk, Vice President of Client Insights and Content Partnerships Research at Turner, shared the results of a recent study they conducted in partnership with 4C to better understand and quantify the impact of television advertising on social media brand engagement.

Lastly, Andrew Capone, Senior Vice President, Marketing and Business Development at NCC Media, talked about the role of TV advertising in each stage of the purchase funnel and how it has changed with the evolution of video consumption.

To hear the results of the VAB and Turner studies and what our panel of advertising and media professionals had to say on these topics and questions, listen to the full webcast.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive

Your TV and digital video advertising may be doing a lot more than you’re giving it credit for. The ability of video to generate brand awareness has long been recognized, but recent studies also point to the critical role it plays in generating social conversation and increasing web visits and transactions.

Watch this brief video to learn about the important role TV and digital video plays in moving consumers down the purchase funnel from awareness to action.

We hope you had a chance to attend our Take Five for Your Future webcast, “16 Questions Facing Media Pros,” on March 16. If you couldn’t join us, or want to review some of the information again, you can watch the complete webcast here.

A panel of media and advertising experts shared their thoughts on the most pressing issues facing the industry this year. We reviewed the results of an industry survey that we conducted earlier this year, asked the panelists weigh in on the topics covered in the survey, and invited the webcast audience to take part in live polls about them. In addition, we compared these results to a similar survey we conducted three years ago to see how our industry is evolving.

Carol Chung, SVP Media Technology at DigitasLBi, kicked off the discussion by sharing her thoughts on how media buying across screens will change at agencies as video consumption across multiple screens continues to increase.

Next, Amy Garfinkel, SVP, Director of Investment and Activation at Mediavest, gave her thoughts on which buy-side stakeholders are best positioned to deploy media campaigns that leverage addressable TV, video on demand, interactive TV and multi-screen integration.

Our Senior Director Corporate Research & Media Insights, Brad Adgate, weighed in on the shift in media currency from cost-per-point and GRPs to cost-per-thousand and impressions as cross-platform buys continue to increase. Later in the webcast, he also discussed the importance of measurement for these buys for the industry.

Next, both Jeff Jones, Director of Media Services at McCulloch+Company and Mary Meder, President at Harmelin Media addressed the hot topic of programmatic, and when they thought it will play a bigger role in TV buying.

The panel also addressed some of the biggest topics online advertising is currently facing – including ad blocking and ad fraud – and more importantly, how to combat them.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive

In January 2016, we asked advertising and marketing professionals from across the U.S. to share their thoughts on some of the most pressing questions they’ll face over the next year. From addressability to ad fraud, and measurement to media currency, learn what your peers and experts have to say as they look into the media crystal ball for the remainder of 2016 and beyond in this brief video.