中国电视广告的现状
广告购买正在改变. For example, now you can buy from an agency that has deep knowledge of data around local viewing, or you can go to a TV manufacturer that has deep knowledge of all of the viewing on its hardware.
In today’s 分散的广告市场, 广告商正试图在各种平台上找到他们的客户, from cable TV to local programming and the many streaming services and FAST offerings competing for audience share. Statista预测，2023年电视广告收入将达到1000亿美元 $66.31 billion. IAB had 2022’s U.S. 在中央电视台的广告支出为 $21.2 billion, 这意味着人们已经知道如何在央视上购买广告了, 但与收视率从线性上升的速度不成比例.
“Most of our clients are larger agencies who are doing a wide swath of TV targeting and are trying their best on the buying side to combine multiple channels,Rich Kaufman指出, 业务发展副总裁 Centriply. 为这些客户服务, he says, “We aggregated and curated all the available inventory from every MVPD in every market, every cable zone, 还有(回归)地理定位.” Then, the company added on a lot of other targeted data for a better 360 view.
集中回答的一个问题是如何购买高级电视, a targeted audience that can be reached within multiple platforms and grouped by known data. A media campaign may include both digital and linear targets based on location, interest, propensity to buy, and all of the data a viewer has ever shared within third-party environs, plus first-party data they’ve also left as breadcrumbs to their buying habits.
Centriply has a data platform called TangoGEO that powers both planning and buying. 现在它与辛克莱等电视台集团合作, Hearst, Gray, Tegna, 和Nexstar，当他们需要回应多市场的提议时, such as new product launches to older millennials with families in neighborhoods of a certain net worth within suburbs of a specific size throughout the U.S.，以及其他数据点. The result is targeted local media planning and purchasing across multiple platforms. These targeted ad-buying decisions are complicated by the question of who is watching in the household.
An alternative to this is advertising on a specific TV, such as Vizio smart TVs. 这相当于电视的围墙花园, 品牌可以瞄准各种各样的东西, 但观看者必须在Vizio电视上.
Vizio 2019年开始广告业务. In Q2 2023, 57% of the time a consumer had their Vizio TV on, they were watching streamed content. Adam Bergman, Vizio广告和数据销售集团副总裁, 说公司的目标是全国, 一直到ZIP
plus four. This is similar to what Centriply does, but of course, only on Vizio hardware.
Vizio WatchFree + has more than 300 FAST channels with 8–12 minutes of advertising per hour. “过去7-8年,” Bergman says, “we’ve been collecting consumer opt-in viewership data from our televisions, where we gather second-by-second data on what the device is watching--what channels, 什么流媒体应用, what content, 以及观众所看到的广告.”
如果位置决定一切, then Vizio is making the best of having a home screen where viewers linger. On average, viewers spend 5–7 minutes searching for something to watch, Bergman says. This has given Vizio the opportunity to create a number of types of inventory to sell: program sponsorships, 传统广告位, 或者赞助内容, like a campaign the company did recently for The Home Depot in which viewers could shop via QR code during a program. About 70% of the Vizio inventory is transacted directly and the remainder, programmatically.
The question to ponder is who gets the better audience reach: advertisers who go deep on data from specific areas or those who go deep on specific walled gardens? And when will CTV advertising buys become proportional to viewing time? The first answer has a lot more data behind it and may be an easier choice. 第二个将最终改变流媒体业务. I’m looking forward to seeing ad budgets catch up to viewing time even if advertisers still don’t know who is viewing in each household.
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