“It is trickling into agency thinking. They know they need to look beyond age-gender demos and look at new data sources, even if they’re still buying ads in pods on ratings.”
For instance, advertisers are beginning to prioritize shows based on viewers’ tendency to buy certain products or brands. If a show’s audience tends to prefer margarine over butter, then a manufacturer like Parkay, Nail pointed out, might not care as much about that show’s Nielsen rating.
This is why additional data sets like purchase-level insights are increasingly attractive. A standard GRP alone doesn’t cut it anymore with multiplatform planning and buying.
“From the industry perspective, you’re no longer selling ratings,” Nail said. “You’re selling individuals and the right individual is going to be worth a lot more than $10 or $15 dollars a thousand to the right advertiser.”
From an execution standpoint, Nail said this will result in a plethora of new formats, like pre-roll pods with two or three advertisements or brands sponsoring streamed episodes.
This echoes a sentiment from BBDO ATL’s President and CEO Drew Panayiotou during the “Video Everywhere” panel at the Industry Preview conference. The industry, he said, is “moving away from reserving media in one format.” This includes shifting beyond reserving traditional TV in an upfront buy.
“In our own media sales and working with publishers … I approach it with certainty that ad loads are going to change,” said Scott Rosenberg, VP of business development at Roku, during the same panel. “The 30-second spot is a great spot, but it will be shorter and more interactive.”