Old Habits Are So Hard To Break
While I'm overly engaged and excited about the concept of contextuality, that is getting the right ad to the right person at the right time, I'm reminded in an article I just read today on MediaPost.com how far we really have to go. See Magna TV Ratings Czar Debunks Nielsen's Commercial Ratings Plan, Calls It Flawed to see that the media buying engine in this whole equation is still caught up in buying the program not buying the consumer. The focus is still on rating points for programs that help to set the ad rates.The problem, from my perspective is that advertisers buy commercial time on shows because of the anticipated audience for that show. They didn't have any other way to reach their desired audience than to do it this way. I propose a future where the programming and the audience are uncoupled when it comes to ad buys. Give the advertisers the ability to buy their targeted audience, regardless of what shows they watch. Yes, it requires a complete revamp of the TV ad buying business, and changes the economics around significantly, but in the end where consumers have many more choices of how and when they use their media, the advertisers need to strive toward contextuality to gain their desired results.
-Andy
posted by Andy Huckaba @ 10:03 AM
0 Comments:
Post a Comment
<< Home