Impressions Industry News

In the era of multiple platforms, the way to evaluate viewership must also evolve. The use of Impressions ensures that all viewers on all screens are counted. Using Impressions simplifies how we evaluate media across platforms and makes it easier to include local TV in the cross-platform consideration set.

Impressions recognize all TV audiences, resulting in the inclusion of a greater variety of programs – both extending reach and providing greater targeting for advertisers.

Impressions allow for more precise reporting of program performance and post-buy evaluation.

Moving to Impressions will facilitate and enhance the benefits of Automated TV, which takes the friction out of the local TV buy/sell process and paves the way for more sophisticated use of audience data.

Local TV broadcasters have coalesced around making this currency shift, and TVB is spearheading the initiative to educate all stakeholders, including media agencies, on the advantages of moving from ratings to Impressions, and to provide guidance on the implementation.

Oracle will use iSpot’s real-time impression verification and attention scoring for the TV portion of Moat Reach, the company said in a blog post.
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According to Linda Yaccarino, chairman, advertising and partnerships, marketers can now optimize and target their key audiences across all screens, all networks and all dayparts, making every impression data-informed.
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To facilitate political ad buyers’ critical buying decisions, local broadcast television is making fundamental changes to the way TV station buys are transacted – from a traditional ratings-based currency to an impressions-based currency.
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A move to impressions will facilitate the easy inclusion of local TV into multiplatform buys and offer proof of performance.
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The availability of viewing data has opened up new possibilities for buying and selling premium TV inventory in a new way that better reflects how viewers interact with content today and how advertisers want to engage those viewers.
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NBC and Telemundo TV stations have formed a partnership with TVSquared. The partnership aims to provide more information about results from commercials to advertisers at a time when local outlets face more competition for their dollars.
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With an impressions-based ad model, marketers will be able to more easily include local broadcast TV in cross-platform campaign planning — and more quickly assess performance.
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Local broadcast TV is moving away from ratings and toward impression-based selling. This enables local broadcast to be part of cross screen buys along with CTV and digital video, and unlocks audiences previously not counted under the ratings system.
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In 2020, this movement towards impressions-based measurement will continue to increase so that TV can keep up with its digital counterpart often seen as the "most measurable medium.”
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Local TV broadcasters have an answer for advertisers looking for more opportunities to invest in brand-safe, premium video: multiplatform campaigns that include spots in linear TV, OTT, online and mobile.
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