Five Things You Need to Know

By Harold S Geller, VP of Strategic Development, Advocado - An agency veteran driving industry relationships and spearheading new strategic partnerships. 

💡 WHAT YOU NEED TO KNOW #1:

Ad World’s Next New Acronym– ‘IIG’-- Sets Standard for Intrinsic Advertising 

• Takeaway: The Interactive Advertising Bureau and the Media Rating Council recently released a new draft of guidelines for measuring in-game advertising placements in gaming environments. The new guidelines will cover ad viewability, measurement, inactivity, and fraud while implementing a baseline for measuring intrinsic in-game ads.
  
  
• Why it matters: The updated standards allow the Interactive Advertising Bureau to ditch its outdated ways in the video game and advertising technology industry and catch up with the rest of digital media.  The question remains, what is the most accurate and effective way to accomplish this objective. Existing in the industry today is Watermarking IP that can be embedded into in-game advertising placement and provide real-time detection to advertisers.

💡 WHAT YOU NEED TO KNOW #2:

The Big Story: Incrementality Measurement Takeover

• Takeaway: Incrementality measurement is highly effective in calculating the impact of a company's digital marketing. However, brands must stay cautious about the expansion of their budget before they start seeing diminishing returns. Companies struggle to measure their advertising, especially with the dark patterns brands use online that would not normally pass in a brick-and-mortar store.  
  
• Why it matters: In practice, Incrementality measurement should not lead to "diminishing returns" when budgets are expanded if managed responsibly. Incrementality measurement, when supported by a counterfactual neural net system that explains which aspects of your media had the most significant positive (or negative) impact, provides the ability to understand if a variable like media spend on a specific network or during a specific day of week (even which creative) is changed orremoved from the mix what the impact will be.  As a matter of fact, this approach actually lets brands play "what if" scenarios with their media mix to find the most responsible areas to increase media spend.

💡 WHAT YOU NEED TO KNOW #3:

Netflix AD Tier Will Include Limited Targeting, No Third Party Measurement

• Takeaway: When it comes to advertising on Netflix, promoters can expect price tags as high as $60 million CPM, the inability to select where their advertisement is programmed, and limited targeting capabilities that are set far higher than any of the streaming giant's competitors. Other notable whispers from buyers on the development of Netflix's newest policy included the brand's lack of third-party measurement to verify its audience metrics and the fact advertisements will be sold in 30- and 60- second increments, with the limit of airing once per hour. 
  
  
• Why it matters: As Netflix's plans roll out for their upcoming ad-supported tier, transparency does not seem to be part of the plan, and advertisers will be playing by the rules of the streaming giant. Time will only tell if Netflix's lack thereof will affect the growth of one of the streaming platforms' most significant changes to the company to this date.  But, the reality is advertisers do not have to be held captive.  Watermarking technology (both audio and video, or combination of both) can be adopted that allows for First Party Ad Detection and transparency to advertisers any streaming environment.

💡 WHAT YOU NEED TO KNOW #4:

In New Setback, Nielsen Says Its ‘Big Data’ Isn’t Ready for Transacting 

• Takeaway: Despite Nielsen's initial promises, the company's "big data" is not ready for transacting, raising concern the publish date for the company's highly anticipated new cross-platform measurement system, Nielsen One, will also be delayed. The delay comes as Nielsen posted low-quality ratings consecutively for the industry to review despite the company's fight back for accreditation. 
  
  
• Why it matters: Nielsen clients want stability and efficiency, especially after the company lost its accreditation from the Media Rating Council during the pandemic. This setback and false promises regarding the company's big data are leaving top heads in the industry frustrated and doubtful that Nielsen will ever regain the trust and credibility needed to hold the stature and success in their position. Ultimately begging the question: Who will capitalize and take their place?

💡 WHAT YOU NEED TO KNOW #5: Poll:

More Viewers Get Their Local News from TV than From Any Other Source 

• Takeaway: According to a new Spectrum News/Morning Consult poll, the majority of Americans are pleased with their local news coverage, and 83% found their local news coverage on television and radio to be the most trustworthy outlet. 
  
  
• Why it matters: In a time where so much of our daily lives have shifted to an online stratosphere, the statistics from the poll exhibit people still crave the most simple human connections and traits such as, relatability and trust from the people delivering their news. So connecting with consumers when they are paying attention to advertising during local news is a great approach.  But it certainly adds complexity when going from a “national buy” strategy to “buying multiple local buys”, which demands the need to verify when and how long ads run, not to mention having the meta data and measurement behind these buys.