Commentary: TV Programmers Need to Own Their Audience

By on 03/22/2013 2:39 PM @

TV programmers need to take control of their destiny via social and digital channels, says Ashley Swartz in this commentary on the state of the business. With the TV upfront getting underway shortly, she urges programmers to seize the opporunities afforded in social media and digital venues.


As an example, AMC actively tweets and engages with its “Walking Dead” viewers, including during the broadcast of each episode. That sort of interaction is vital given that 40% of tweets during prime-time are about TV shows, Swartz says. “You need to be where your consumers are. Tweet, engage, use hashtags, respond, include them in the conversation and track,” she says. This sort of control and interaction can help drive programmers forward so they don’t make the same mistakes of the music industry.

Swartz also points to a recent Nielsen-IAB study showing that shifting up to 15% of TV ad dollars to digital venues, while using the same creative, can yield a 3.6% or greater increase in reach. Brands can also drive down CPMs by moving dollars from TV to digital, so keep an eye on whether TV can continue to command increases during the upfront, she says. Swartz also discusses the inclusion of gaming consoles and over-the-top homes in Nielsen’s panels.

Ashley Swartz is founder and CEO of the New York-based consultancy Furious Minds.

Recent Videos
image
Video and Mobile Primed for Media Disruption, Havas’ Dominique Delport

CANNES — Video will become ubiquitous and will disrupt many aspects of the media landscape, says Dominique Delport, Global Managing Director of Havas Media Group, in this interview with Beet.TV about the future of video advertising. Consumers are engaging with video on nearly every platform and ...

image
Embrace Programmatic or Be Left Behind, Carat’s Jarvie

CANNES — It’s a given that the massive change in consumer habits and their interaction with new devices is causing great ripples in the ad business too. The byproduct of that change is the widespread creation of new technologies, says Euan Jarvie, Executive Director at Carat Global, in an ...

image
Teads Finds Success with Bet on Video Viewability

CANNES – When Paris-based Teads launched back in 2011, there was very little conversation about the viewability problems around video advertising, but that has changed and the bet by co-founder Bertrand Quesada looks like it is paying off. The company has recently raised a $30 million round and has ...

image
We Are “Short Step” to Full Automation of Advertising Transactions, PHD’s Cooper

CANNES – The  rate of change in the automation of advertising buying and selling and the industry will reach full automation in short order, say Mike Cooper, Worldwide CEO of Omnicom’s PHD media agency unit.   In the interview he also comments on the unprecedented number of media agencies in ...

image
“Xaxis Sync” Reached Short List at Cannes Lions: Caspar Schlickum Explains Why it Matters

CANNES – Powering real-time advertising buying is determined  by a number of signals, including data on which commercials are being aired at a particular time. Xaxis, the automated media buying unit of GroupM, launched a product last year called Xaxis Sync. It  synchronizes TV ads and serves related ...

image
Programmatic Will Transform Outdoor Advertising: VivaKi’s Hopwood

CANNES — Programmatic buying is still almost entirely associated with digital media, but the time might not be far off when creative is routinely served in real time on outdoor advertising displays. That’s what Danny Hopwood, VivaKi’s VP-solutions and platform operations for EMEA, envisions. He ...

image
Dispatch from Cannes: “This was the year of Snapchat,” Mindshare’s Johnston

CANNES – Every year at the Cannes Festival  there is a new player that captures the attention of media world.  “This was the year of Snapchat,” says Norm Johnston, Global Chief Digital Officer of Mindshare, in this interview with Beet.TV He says that Snapchat has proven its value to ...

image
Addressable TV Advertising is Here, Finally, says AT&T’s AdWorks Dunsche

CANNES – No longer pie-in-the sky, the long-anticipated technology enabling brands to deliver TV ads  to specific households is finally becoming a reality for cable and satellite operators including AT&T, says Maria Mandel Dunsche VP of Marketing for AT&T AdWorks, in this interview with ...

image
AdTech Firms Need to Adhere to Attribution Standards, GroupM’s Tilds

CANNES — Agencies like Group M are requiring that technology partners adhere to baseline standards when it comes to the measurement area of attribution modeling, says Cary Tilds, Chief Innovation Officer at Group M, in this interview with Beet.TV. “The one single thing I see in new technology ...

image
Bankoff Wants Vox’s Video On Mobile And Everywhere

CANNES — Vox Media‘s portfolio of eight sites may be pretty popular on their own. Together, the publisher claims around 170 million monthly uniques for the collection, to which it recently added Re/code. But CEO Jim Bankoff is thinking bigger. He wants to spread that content off from just owned ...

image
Mondelēz’s Bough Wants To Build Bigger, Better, Faster “Unicorns”

CANNES — Brands buying ads that drive traffic to wholesale retailers will push ecommerce to new heights, according to the marketing chief of Oreo and Toblerone company Mondelēz International. Bonin Bough reckons a coming fusion of media buying and ecommerce opportunities will fuel massive business ...

image
SMG Adds Video and Native Distribution to Content@Scale Program

CHICAGO — SMG is expanding the content platform it launched early last year to encompass video and native distribution channels. Designed to help SMG clients with their content marketing efforts, Content@Scale gives quick access to licensed content produced by more than 36 publishers and 135 content ...

loader