![]() As a rule, it includes ad exchanges, ad networks, demand-side platforms, supply-side platforms, and data management platforms. The programmatic advertising ecosystem is complex. Let’s find out what is the role of ad stacks in the programmatic ecosystem and how they solve problems that market fragmentation raised. Such a fragmented landscape pushes advertisers and publishers to look for ad tech stacks as they can serve multitude purposes of programmatic advertising. ![]() According to the stats, the last couple of years have brought to life a great variety of martech and adtech solutions, and now in 2019, we’re up to 7,150 of them. Specific channel-focused solutions partly solve the problem but they trigger another challenge related to tech fragmentation. ![]() If yesterday market embraced mobile, today it requires overarching omnichannel approach, analytics, creative management, and real-time attribution altogether. How full-stack ad tech is differentiated?ĭigital evolution is an everlasting contest.1 reason people like Netflix is because it’s commercial-free. Nathanson’s firm surveyed consumers and found that “the No. Long term, the creeping increase in ad loads should be a worry. The increase lifted A+E’s overall load by 3.2% in the second quarter. A+E Networks raised the ad load at its newer Viceland channel by almost 19% after a few years of reduced commercial time. Sometimes, programming changes can drive shifts in advertising. “Ad reduction is something NBCU takes extremely seriously,” Benarroch said, adding that “there’s still more to be done.” The company has followed through on that promise and plans to cut more ads during prime time next year, spokesman Joe Benarroch said. In February 2018, Linda Yaccarino, chairman of advertising and client partnerships at Comcast Corp.’s NBCUniversal, pledged to reduce prime-time commercial minutes by 10% across its networks, which include USA, MSNBC and Bravo. Viacom currently has the most commercial time of the major cable network owners, with over 14 minutes every hour, Nathanson said. Chief Executive Officer Bob Bakish said during an earnings call that his company’s commercial minutes “were unhealthily high” and that he planned to reduce them. The company expects to harvest valuable viewer data that leads to higher ad rates. last year, has said the $85-billion deal will ultimately lead to fewer commercials. A spokesman for the broadcaster said the increase reflected higher ad loads at the kids channel Boomerang, while TruTV cut its ad minutes by 8% and other networks were little changed.ĪT&T, which bought Turner parent Time Warner Inc. Turner’s commercial load rose 2.4% last quarter to more than 12 minutes per hour, according to Nathanson. ![]() ![]() In 2016, for example, Turner cut the commercial time on TruTV and three new shows on TNT.īut these moves haven’t extended across the company. By airing fewer ads, networks say, the remaining ones will become more memorable, and thus more valuable, allowing them to charge more. Media companies say they get it and have pledged in the past to scale back commercials to avoid alienating younger viewers accustomed to watching TV ad-free on Netflix. Too many commercials probably isn’t the main reason people cancel their cable-TV service, he said. “If you have to wait six minutes for your content to come back in a world where people have remotes and can quickly switch to Netflix or Hulu, that exacerbates the issue,” he said. The big issue isn’t the total amount of commercial time, but the long breaks that viewers must endure, Shimmel said. “And ad agencies aren’t willing to accept dramatically higher prices for more commercial time.” “Networks can’t afford to cut their commercial loads dramatically without it affecting ad revenue,” said Shimmel, who now runs his own consulting firm. The result is “an economic standoff” between the networks and advertisers, according to Howard Shimmel, the former chief research officer at Turner, which is now part of AT&T Inc. ![]()
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