The essence of television advertising has remained similar to that of decades ago. Ads are sold to reach niche markets to which they are expected to connect the programs that are broadcasting and to which the audience measurement systems that are sitting in front of the television say. However, audience measurement systems have been criticized in recent years for not providing very specific data and for having remained anchored in how they worked in the past.At the same time, the boom in digital advertising and the elements it has included in how advertising is bought and sold have made TV commercials a bit out of date. Advertisers have become accustomed to being able to buy very specific niches and to obtain very specific data on what is happening with their messages, something that traditional television cannot match.Therefore, and seeking to be more attractive to brands, television networks have been experimenting with different formats.
Digitization and the fact that Slovenia Email List viewers are increasingly using formats such as smart TVs make incorporating new types of ads more plausible. Televisions have thus been experimenting with formats that accommodate programmatic advertising and with new ideas such as advertisements and ‘affordable’ content .But now the experiments are going to become a much more general change that will reach the generalist networks, the ones that the average viewers see. And that could change television advertising in a much more mainstream way.The change will take place in the United States, the market that marks the evolution of television in a global way.Nielsen to measure ad by adAs The Wall Street Journal has learned , US networks – the cable channels that have the highest audience in the country – are going to start serving ads tailored to specific niches.
That is, it will open the possibility that a house is seeing one ad but its next door neighbors are seeing another. Advertisers are demanding such ads, and Nielsen is going to start measuring their results from the following year. Nielsen is the company that is responsible for measuring audiences and results of traditional television in the United States.Starting in 2021, Nielsen will not offer full advertising data. That is, it will go from measuring the ads giving the average advertising data of each advertising break to doing it for each ad individually. Instead of saying that the 10:30 AM break had an average audience of X million viewers, you will break down the data ad by ad.
For televisions this could reinforce the value not of the pauses but of the positions within each pause (something key, as they recall in the Journal , because television is losing steam and needs to revalue everything it offers), but it will also allow following the data in a more granular way allowing segmenting in a more specific way and not losing information.This will ensure that the data generated by the ads that are targeted in a personalized way, and already offered by several television companies, will not be lost. Right now, although brands wanted this type of advertisement, they found that there were no general measurement systems and a state level to track their results. It was good and pretty, but it lacked data, which is what advertisers care about. But Nielsen has also partnered with the two main US pay-TV giants, among others, which will further open up the potential market.