About admin

This author has not yet filled in any details.
So far has created 125 blog entries.

5 Game Changers Every Advertiser Must Know in October 2017

SQAD POD: 5 Game Changers Every Advertiser Should Know – October 2017

Industry news and insights podcast curated from the world of advertising and marketing trends.

We’re unpacking the sweaters and heating up the chai tea… that must mean autumn is finally here. But, before you drive into the mountains to watch the leaves change, or binge on Halloween candy, we’re taking a minute to get you updated on what’s happening in the world of advertising. This month, we’re talking about Google’s new Insight Engine Project and Stamp tools, Amazon’s full-court press as an advertising platform, the ability to read minds and manipulate consumers, and Adobe’s programmatic platform for connected TV ad targeting.

1. Part I: Google Using New Data to Attract Publishers

Once again, Google is stepping up its game against its biggest rivals, Facebook and Apple, to win the hearts of content publishers with the promise of providing them with the same valuable data it already offers its advertisers. The Internet giant says it will offer publishers previously unavailable data on website visitors traffic – including age, relevant search history, gender, and more – in a new tool it’s releasing known as the Insight Engine Project. The data will be a part of DoubleClick, Google’s ad sales management platform for publishers, and will allow publishers to more granularly target their ads through Google’s programmatic exchange as it reorganizes the vast amounts of raw data tracked on websites into an easy, readable format. It will also bring machine learning to DoubleClick, granting publishers insight on how their sites are performing against competitors. And as if that was not enough, they will also gain access to key ad metrics to aid in forecasting. The Insight Engine Project aims to help publishers pave the road ahead in a world where data and technology are vital, not just to success, but survival.

2. Part II: Google Swipes Another Snapchat Feature

It seems like poor Snapchat can’t catch a break these days. Every time it rolls out some cool new feature to attract more users, another platform is standing by ready to snatch it up and make it their own. Up next for cloning is Snapchat’s Discover section – the in-app media hub for entertainment & news content targeted at the coveted app users – which offers an engaging mobile experience unlike any other and has been serving as a significant source of revenue for the company. And surprising no one, Google has announced a platform that basically mimics Discover – only, they’re calling it Stamp, for some reason. Like on Discover, Stamp users will be able to swipe through headlines and trending stories just like they were texts, photos, and videos in an app. And to add insult to injury, Google will be digging into their very deep pockets to pay publishers (such as Conde Nast, Hearst, Vox) to produce content specifically for the service. While Google isn’t planning to sell any ads on the platform at the time, you can bet the advertising giant has big plans to monetize their new efforts. Meanwhile, Snapchat is trying to stay relevant and solvent by chasing startups and small businesses – hoping to get them to advertise on the app by luring them in with offers like free branded filters and early access to ad products. All of this in the hopes they can develop long-term strategic partnerships and box out Google and Facebook. If you stop and think too much about it, you might almost start feeling sorry for Snap… almost.

Amazon Gets Aggressive as an Advertising Platform

Amazon is cooking up some serious advertising initiatives, making moves to break out of its reputation as solely being a global marketplace and establishing itself as a respectable player in the world of ads and paid content. Amazon has been making serious moves in the advertising world, so much so that we have covered them in at least three recent Game Changers. It’s no secret that they are making aggressive moves and rising up as a serious player to disrupt the advertising duopoly of Google and Facebook. Now they have set their sights on adding 2,000 new jobs to New York City, mostly in advertising, and is planning to add more advertising features such as TV-like ads on its Thursday Night Football programming on Prime Video and self-service programmatic tools. In an advertising world that has long been dominated by the two giant powerhouses, Amazon is gaining speed at a spectacular pace. With their ambition, aggressive market plays, and seemingly infinite cash reserves, Google and Facebook should have one eye over their shoulder.

If Brands Could Read Your Mind

Imagine a world where brands had the power to read the minds of consumer… would they use this power for good or for evil? We may not need to wonder for much longer. The online auction-commerce giant eBay has launched what they are calling the Inspiration Zone, an experience where they hook participants up to an electroencephalogram headset that detects brain wave activity. They are then given 20 minutes to complete a series of number exercises and browse through an art gallery. Afterwards, based on the neural feedback provided during the seemingly mundane tests, participants are shown a shopping list specially curated by a deep-learning AI machine. In theory, the machine knows your brain and what you want, and can deliver far more tailored and relevant product recommendations. While you may not initially think you need the new DSLR camera or the vegetable spiralizer the AI is suggesting, the mere suggestion in the list may tickle your subconscious and suddenly hours or days later, you’re just itching to get the new gadgets. Is this just harmless efficiency or subconscious mind manipulation that creates inescapable urges to purchase unneeded items by bypassing the reasoning areas of your brain? While eBay says that it will not be utilizing this technology for marketing purposes, it’s only a matter of time. Maybe someday, your phone will be reading your mind and complicit in your new shopping addiction.

Adobe Expands Connected TV Advertising

As more households hook their TVs up to Rokus, Chromecasts, and other connected devices, advertisers are searching for new ways to capture the growing audience. Earlier this year, Adobe launched the Adobe Advertising Cloud to compete with major ad tech firms, offering tools for advertisers to manage TV and digital buying across platforms. Just this month, the company enhanced their Advertising Cloud with a new tool that will enable digital marketers to better target connected TV audiences through a cross-screen planner. Adobe is hoping to expand programmatic advertising, which has traditionally been used in digital, to the TV space. The Planner gives advertisers the power to execute linear TV buys, digital buys, or combinations of both using household-level data from both first and third parties. Additionally, Adobe is partnering with Nielson (for planning purposes), as well as a range of networks including A&E and Discovery. In a landscape where ad-supported, connected TV services are increasing at a rate of 30% month-over-month, Adobe seems to be making the right moves to lead the way in cord-cutter advertisement targeting.

By |October 16th, 2017|Game Changers|0 Comments

Protected: MediaTools 5.5 – 3rd Party Single-Sign-On (SSO) Integration

This content is password protected. To view it please enter your password below:

By |October 9th, 2017|MediaTools Update, Product Update|Enter your password to view comments.

DATA REPORT: Historical Unit Cost Analysis for Will & Grace Reboot

DOWNLOAD THE FULL REPORT

DATA SOURCE: SQAD MediaCosts: National (NetCosts)

Our Data SQAD Team has pulled historical cost data (2004-2006 season) for the NBC juggernaut, Will & Grace to see where the show was sitting for ad values compared to the competition; and to see how those same numbers would compete in the current TV landscape.

The data in this report is showing the AVERAGE :30sec AD COST for each of the programs listed, averaged across the date range indicated. When comparing ad costs for shows across different years, ad costs for those programs have been adjusted for inflation to reflect 2017 rates in order to create parity and consistency.

IN THIS REPORT:

WILL & GRACE

V.S. TOP SITCOMS ON MAJOR NETWORKS – 04/05 SEASON

Reviewing data from the second to last season of Will & Grace, we see that among highest rated sitcoms on broadcast TV of the time, Will & Grace came out on top for average unit costs for a 30 second ad during the Fall 2004 season. Although it had been seeing declining ratings over the previous 3 seasons, it dominated with an average ad cost of $325,619 – with Everybody Loves Raymond taking second place with an average cost of $268,163, and Two and a Half Men following closely behind at $266,167.

Looking at the second half of the season (Winter/Spring 2005), ratings continued to decline but Will & Grace again took first place with an average unit cost of $377,733. Second and third place remained the same, as well – Everybody Loves Raymond had an average unit cost of $298,851 and Two and a Half Men had $234,260.

COMPARISON DATA:

We compared Will & Grace to the following sitcoms for the 2004-2005 season:

PROGRAM FALL 2004 SPRING 2005
Arrested Development $188,144 $180,625
Two & A Half Men $266,167 $234,260
Everybody Loves Raymond $268,163 $298,581
George Lopez Show $117,689 $102,585
My Wife & Kids $127,867 $100,026
Will & Grace $325,619 $377,733
 
 

WILL & GRACE

V.S. TOP SITCOMS ON MAJOR NETWORKS – 05/06 SEASON

For Will & Grace’s final season, we compared it against other top sitcoms on broadcast TV and discovered that falling viewership had an impact on its place as top earner for comedies. Will & Grace came in second during the Fall 2005 season with an average unit cost of $186,883, right behind Two and a Half Men ($267,451). That ‘70s Show and The Office were neck and neck after Will & Grace, with average unit costs of $170,919 and $171,773, respectively.

As we transitioned into the back half of the season, average unit costs for Will & Grace jumped nearly 30% from the fall season to $242,500 – keeping it in second place behind Two and a Half Men ($261,927), and fending off challenges from The Office and How I Met Your Mother.

COMPARISON DATA:

We compared Will & Grace to the following sitcoms for the 2005-2006 season:

PROGRAM FALL 2005 SPRING 2006
According To Jim $126,806 $99,919
Bernie Mac $85,029 $92,388
How I Met Your Mother $159,014 $185,827
King of Queens $154,829 $167,013
That 70’s Show $170,919 $137,331
Two & A Half Men $267,451 $261,927
Will & Grace $186,883 $242,500
The Office $171,773 $198,298
 
 

WILL & GRACE

TOP SITCOMS TREND REPORT – 04 – 06 SEASON

Pulling back to view the trends over the last two seasons of the show, the year/year comparison trend shows Will & Grace experienced a dip during its last season, 2005-2006, coming in second for average unit costs at $242,500, behind Two & A Half Men ($261,927). Despite the drop, it still topped popular shows of the time like King of Queens ($167,013), That ‘70s Show ($137,331), and According to Jim ($99,919).

COMPARISON DATA:

We compared Will & Grace to the following sitcoms for the 2004-2006 season:

PROGRAM FALL 2004 SPRING 2005 FALL 2005 SPRING 2006
According To Jim $127,115 $117,227 $126,806 $99,919
Bernie Mac $164,597 $165,875 $86,029 $92,388
George Lopez Show $117,689 $102,585 $114,843 $85,461
King of Queens $126,848 $140,946 $154,829 $167,013
Still Standing $149,108 $148,613 $93,928 $73,858
That 70’s Show $187,113 $218,802 $170,919 $137,331
Two & A Half Men $266,167 $234,260 $267,451 $261,927
Will & Grace $325,619 $377,733 $186,883 $242,500
 
 

WILL & GRACE

V.S. TOP SITCOM FINALES

For perspective, we pulled the ad cost numbers for the finale episode of other popular comedies that said goodbye since Will & Grace dropped off the air, and equalized their average :30 costs for inflation. Of these finale broadcasts, Will & Grace saw the highest average unit cost of $574,233. King of Queens (finale May 14th, 2007) came in second at $483,245 and How I Met Your Mother (finale March 31st, 2013) in third with an average cost of $460,557.

COMPARISON DATA:

We compared the series finale show of Will & Grace to finale shows of other sitcoms on the major broadcasting networks, adjusting all the costs for inflation to reflect 2017 rates:

PROGRAM AIR DATE AVG :30 ADJ. INFLATION (2017)
How I Met Your Mother March 2014 $444,082 $460,557
King of Queens May 2007 $408,103 $483,245
Ugly Betty April 2010 $117,571 $132,378
The Office May 2013 $356,000 $375,196
Arrested Development February 2006 $98,000 $119,349
Scrubs March 2010 $166,600 $189,890
That 70’s Show May 2006 $182,500 $222,258
Will & Grace May 2006 $471,513 $574,233
 
 

WILL & GRACE

V.S. CURRENT RUNNING SHOWS – Fall 2016

Fall 2016 NBC Dramas

When considering the motivations for NBC’s resurrection of Will & Grace, it’s interesting to look at the current averages for :30 ads for NBC’s 60 min dramas currently running on the network. When adjusted for inflation, we see that the average :30 ad value of the worst rated season (‘05/’06) of Will & Grace is standing in a commanding position in the field, taking second, right after the juggernaut This Is Us.

While comparing the earning potential of a 30 minute sitcom against NBC’s 60 minute dramas is not a perfect comparison, it illustrates the earning potential NBC may be expecting with this reboot.

COMPARISON DATA:

We compared Will & Grace to the following NBC dramas running in the Fall 2016 season:

PROGRAM AVG. :30
Chicago Fire $147,676
Law & Order: SVU $87,470
The Blacklist $150,940
This is Us $272,702
Will & Grace* $227,596
 
 

Fall 2016 Comedies

When we look at the data from the top rated broadcast TV comedies airing in the Fall of 2016, we compared average unit costs during Will & Grace’s last season (adjusted for inflation) and found that the adjusted average :30 from their lowest rated season ($227,596) comes in second, right behind Big Bang Theory ($281,225). Seeing that the average :30 for the final season of Will & Grace is beating popular shows like Modern Family ($209,656) and Kevin Can Wait ($143,808), it’s reasonable to surmise that NBC sees the reboot as a strong competitor for ad dollars.

COMPARISON DATA:

We compared Will & Grace to the following comedies running in the Fall 2016 season:

PROGRAM AVG. :30
Big Bang Theory $281,225
Black-ish $138,232
Fresh Off The Boat $106,046
Kevin Can Wait $143,808
Life In Pieces $128,865
Modern Family $209,656
Mom $113,103
New Girl $100,676
Superstore $105,249
The Good Place $100,891
The Last Man On Earth $115,347
The Middle $132,572
Will & Grace* $227,596
 
 

WILL & GRACE

V.S. CURRENT RUNNING SHOWS – Spring 2017

Spring 2017 NBC Dramas

Looking at the back half of the 16/17 television season, we see that the adjusted average :30 for Will & Grace ($295,329) has taken the leading position among NBC’s most-valuable drama programming, beating out all of the 60 min dramas on the network including the breakout hit, This Is Us ($256,030). Of course, the bump in average :30 unit costs for Will & Grace in 2006, which pushed it over the top, can be attributed to the series ramping towards its finale in 2006.

COMPARISON DATA:

We compared Will & Grace to the following NBC dramas running in the Spring 2017 season:

PROGRAM AVG. :30
Chicago Fire $122,352
Law & Order: SVU $83,886
The Blacklist $130,058
This is Us $256,030
Will & Grace* $265,329
 
 

Spring 2017 Comedies

Looking at the second half of the 16/17 season, against a heavily packed broadcast TV roster of 30 min comedies, Will & Grace’s adjusted average :30 ad rates from their final (and lowest rated season) puts them at the top of the heap; ahead of the Big Bang Theory ($214,025) and Modern Family ($146,543) with an average (adjusted for inflation) unit cost of $295,329.

Even when comparing the average :30 unit cost of the lowest rated season of Will & Grace, against the top money-maker comedies on TV today, it’s easy to see that NBC had good reason to reboot this series – if only to regain a portion of the earning potential of the original series.

COMPARISON DATA:

We compared Will & Grace to the following broadcast TV comedies running in the Spring 2017 season:

PROGRAM AVG. :30
Big Bang Theory $214,025
Black-ish $116,557
Fresh Off The Boat $94,538
Kevin Can Wait $106,708
Life In Pieces $92,952
Modern Family $146,543
Mom $87,749
New Girl $137,417
Superstore $90,211
The Last Man On Earth $101,049
The Middle $113,251
Will & Grace* $295,329
 
 
DOWNLOAD THE FULL REPORT
By |September 29th, 2017|News Room, SQAD Data Reports|0 Comments

5 Game Changers Every Advertiser Must Know in September 2017

SQAD POD: 5 Game Changers Every Advertiser Should Know – September 2017

Industry news and insights podcast curated from the world of advertising and marketing trends.

Summer is wrapping up and everything is becoming pumpkin-spiced… that must mean fall is just around the corner. Before we unpack the sweaters and schedule our apple picking adventures, there’s just enough time to take a look at what’s moving and shaking the industry right now. This month, we’re taking a closer look at Facebook’s new video service, the vending machine renaissance, the growing number of brands shifting to in-house advertising teams, NFL’s ban on alcohol advertising, and Apple’s attack on ad tracking.

1. Watching Facebook’s Watch

If there is one thing we’ve learned about Mark Zuckerberg and the team at Facebook: they know a good idea when they see one. After swiping all the best ideas from Snapchat for their recently acquired Instagram service and messenger app, they now have set their sights on YouTube. For obvious reasons (nearly every video link on Facebook directs users to YouTube) Facebook has decided to launch “Watch” – a user-driven video streaming service. The new Watch allows content creators to upload their own original videos and gives users access to hundreds of shows from platforms like Buzzfeed, Discovery, ABC, A&E, and more. While Facebook is still testing the waters (read: how advertising and revenue sharing will work for its partners), it’s probably safe to say they have the resources and drive to become the YouTube contender Vimeo never could. According to the vice president of partnerships at Facebook, Dan Rose, the social media giant eventually plans to allow their billions of users to submit shows to Facebook for approval and distribution on Watch, providing a 55% share of the ad revenue. It appears the gauntlet has been thrown down, and the battle lines have been drawn for the future of short-form streaming programming.

2. Mini Retail Kiosks Redefine OOH Advertising

The venerable and once ubiquitous vending machine is getting a fresh new makeover and is making a grand re-entry into the market as the next big digital out-of-home advertising vehicle. This re-imagining is courtesy of Vengo Labs, a new company that has kiosks in 38 states and serves ads on about 1,400 screens. Advertisers can place ads digitally on-screen or physically as a wrap-around on the outside of the machine, while filling the device with targeted products and samples ready and waiting for the next passerby. The concept could be particularly appealing to brands who want to hone in on a specific target audience; for example, a protein powder company might set up a machine in a gym locker room, or a notebook company could set one up in a college library. The little kiosks are coming in with a huge potential to make OOH advertising more engaging and interactive.

3. Brands Are Giving Ad Agencies a Reason to Be Nervous

It looks like the trend of advertisers bringing their creative ad teams in-house is continuing, with Sprint being one of the latest large companies to do so, following in the footsteps of other large companies like Allstate, Unilever, Netflix. At the end of the day, an in-house ad department allows brands to better leverage their data, messaging, and spend – and gives them control over creative initiatives, search advertising, traditional media buying, as well as programmatic buying. As if to illustrate the problems brands are trying to avoid, Uber recently filed a lawsuit against its mobile advertising agency, Fetch, seeking a return of $40 million (out of the $85 million it paid) based on allegations of misrepresentation and false analytics. This lawsuit points to a significant problem the entire ad industry is now faced with, as more companies start to question their transparency and effectiveness. The agencies are going to need to make significant changes soon if they hope to stem the tide of brands jumping ship.

4. NFL Opens Its Advertising Doors to Spirits Companies

At the beginning of September, liquor giant Diageo ran the first ever hard liquor ad during a regular NFL game season, marking a significant milestone for the industry that has long been banned from buying spots during the coveted sports season. The NFL has lifted its ban on airing spirits and hard liquor ads, and allowed four 30-second liquor ads to be aired per game under the condition that they do not represent a football theme in any way and must carry a “prominent social responsibility message.” Despite the regulations set by the league on these ads – many of which do not apply to beer brands – this is a huge step forward for the broader alcohol industry, and opens the door for them to capture a sought-after audience. Is this latest change a sign of an enlightened NFL management, or simply the adapting policies of an organization looking to maximize ad dollars in the face of falling viewership? Either way, you can be sure you’ll be seeing more Captain Morgan and Absolute Vodka commercials during your Sunday night games.

5. Apple’s New Ad Tracking Limitations

With a few changes in the browser code on Apple’s Safari, the ad industry is up in arms. But the tech giant couldn’t care less. In its latest move to protect user privacy, Apple is limiting ad tracking in Safari, making it more difficult for ad buyers to target niche markets. The new limitation will protect users’ privacy by disabling their data from being tracked by third parties after 24 hours of visiting a website. Without long-running tracking cookies stored in the browser, advertisers lose their ability to custom tailor the ads they feed users on other sites. Now, when you look at that new pair of shoes on Amazon, you’ll only see the creepy ad for those shoes for 24 hours on other sites. While not expressly stated, it’s a good bet that Apple is doubling down on their reputation for protecting their users – which could attract more consumers to the products using these more-secure technologies. But, the change is leaving advertisers industry groups enraged, six of which have already published a letter expressing their frustrations over the limitation and how it has the ability to disrupt the Internet’s economy. How much Safari’s restrictions will impact the digital advertising landscape we have yet to find out, but it could really change the game if other browsers decide to follow suit (since the latest version of Safari only accounts for less than 15% of market share, according to W3Counter).

By |September 28th, 2017|Game Changers|0 Comments

DATA REPORT: NFL 5 Year CPMs

Are you ready for some foootbaaaaaallll… CPM volatility insights?!!? With the new NFL season starting to take over the hearts and minds of Americans from sea to shining sea, the DataSQAD thought it would be interesting to look back at the last 5 years of NFL upfront broadcasting CPM trends.

Coming into the 2017, all eyes are on the transitioning viewing habits of fans as they cycle from device to device to catch their favorite teams on the gridiron. Advertisers are hoping that improving ratings from last season signal a resurgence of TV viewers of all ages.

Network Volatility Reports

 
 
 
 
 
 

Demo Volatility Reports

Observations & Insights from the Data SQAD:

  • Average Household CPMs during the NFL season on CBS spiked 7% from 2015 to 2016.
  • ESPN crushed it with a 11% increase in average Household CPMs from 2015 to 2016 during the NFL season.
  • It’s been a steady climb for Household ad values during Fox Network’s NFL season since 2012… increasing 45% through 2016.
  • Chasing Adults 25-54… CBS saw the biggest CPM game-day gains of the 5 major networks broadcasting the NFL games from 2015 to 2016.
  • During the NFL season, both Fox & NBC TV networks have seen a respectable 15% CPM climb for Women 25-54 from 2012 to 2016.
  • From 2012 to 2016, ESPN saw CPMs for Women 25-54 drop 30% during the NFL season, while the NFL Network had gains of 60%.
  • Almost all the networks broadcasting the NFL games saw 2015/2016 drops in CPMs for Women 25-54, except for the NFL Network.
  • Comparing 2015 to 2016, CPM rates for Men 25-54 during the NFL season on the NFL Network dropped over 11%.
  • From 2015 to 2016, NFL Network had a CPM flip-flop with an 11% drop for Men 25-54 but, nearly 20% increase for Women 25-54.
Average Household CPMs during the NFL season on CBS spiked 7% from 2015 to 2016. Networks broadcasting the NFL games had Household CPM increases from 2015 to 2016 except for NBC, which saw a 6% drop.
From 2012 to 2016, CBS crushed it with a 63% increase in CPMs for Adults 25-54 during the NFL season games.
The cost of targeting ads at Women 25-54 on the NFL Network during the regular season rose nearly 20% from 2015 to 2016.
Of the 5 major networks broadcasting the NFL games, ESPN claimed the highest 2015/2016 CPM game-day increase for Men 25-54.
From 2012 to 2016, CPMs on ESPN during the NFL games fell 30% for Women 25-54 but increased nearly the same percent for Men 25-54.

ABOUT THE CPM VOLATILITY REPORT

The SQAD CPM Volatility Index is calculated as a percentage differential to the previous reporting period. Within the view port range, the first data point represents ‘0’ and subsequent points are plotted based on the percentage change from the previous point. The intention of the index is to show activity within a certain timeframe against the origination point.

By |August 29th, 2017|News Room, SQAD Data Reports|0 Comments

SQAD Expands MediaCosts: Local Cable TV Data

With the new changes in the Local Cable data set, you can bring true cross-media cost planning to your strategies. You’re going to love the deeper cost intelligence you’ll discover, and enjoy a new level of transparency in your local cable media buying process.

GET MORE INFO

EXPANDED MARKET INSIGHTS

We’ve added 53 more markets to the Local Cable database, giving you incredible transparency into 153 DMA markets.

MARKET RANK
NEW YORK 1
LOS ANGELES 2
CHICAGO 3
PHILADELPHIA 4
DALLAS-FT. WORTH 5
SAN FRANCISCO-OAK-SAN JOS 6
WASHINGTON, DC (HAGRSTWN) 7
HOUSTON 8
BOSTON (MANCHESTER) 9
ATLANTA 10
TAMPA-ST. PETE (SARASOTA) 11
PHOENIX (PRESCOTT) 12
DETROIT 13
SEATTLE-TACOMA 14
MINNEAPOLIS-ST. PAUL 15
MIAMI-FT. LAUDERDALE 16
DENVER 17
ORLANDO-DAYTONA BCH-MELBR 18
CLEVELAND-AKRON (CANTON) 19
SACRAMNTO-STKTON-MODESTO 20
ST. LOUIS 21
CHARLOTTE 22
PITTSBURGH 23
RALEIGH-DURHAM (FAYETVLLE 24
PORTLAND, OR 25
BALTIMORE 26
INDIANAPOLIS 27
SAN DIEGO 28
NASHVILLE 29
HARTFORD & NEW HAVEN 30
SAN ANTONIO 31
COLUMBUS, OH 32
KANSAS CITY 33
SALT LAKE CITY 34
MILWAUKEE 35
CINCINNATI 36
GREENVLL-SPART-ASHEVLL-AN 37
WEST PALM BEACH-FT.PIERCE 38
AUSTIN 39
LAS VEGAS 40
OKLAHOMA CITY 41
NORFOLK-PORTSMTH-NEWPTNWS 42
HARRISBURG-LNCSTR-LEB-YRK 43
GRAND RAPIDS-KALMZOO-B.CR 44
BIRMINGHAM (ANN AND TUSC) 45
GREENSBORO-H.POINT-W.SALE 46
JACKSONVILLE 47
ALBUQUERQUE-SANTA FE 48
LOUISVILLE 49
NEW ORLEANS 50
MEMPHIS 51
PROVIDENCE-NEW BEDFORD 52
BUFFALO 53
FRESNO-VISALIA 54
RICHMOND-PETERSBURG 55
WILKES BARRE-SCRANTON 56
LITTLE ROCK-PINE BLUFF 57
TULSA 58
ALBANY-SCHENECTADY-TROY 59
MOBILE-PENSACOLA (FT WAL) 60
FT. MYERS-NAPLES 61
KNOXVILLE 62
LEXINGTON 63
DAYTON 64
HONOLULU 65
WICHITA-HUTCHINSON PLUS 66
ROANOKE-LYNCHBURG 67
GREEN BAY-APPLETON 68
DES MOINES-AMES 69
CHARLESTON-HUNTINGTON 70
TUCSON (SIERRA VISTA) 71
FLINT-SAGINAW-BAY CITY 72
SPOKANE 73
OMAHA 74
SPRINGFIELD, MO 75
ROCHESTER, NY 76
COLUMBIA, SC 77
TOLEDO 78
HUNTSVILLE-DECATUR (FLOR) 79
MADISON 80
PORTLAND-AUBURN 81
SHREVEPORT 82
PADUCAH-CAPE GIRARD-HARSB 83
HARLINGEN-WSLCO-BRNSV-MCA 84
SYRACUSE 85
CHAMPAIGN&SPRNGFLD-DECATU 86
WACO-TEMPLE-BRYAN 87
COLORADO SPRINGS-PUEBLO 88
CHATTANOOGA 89
CEDAR RAPIDS-WTRLO-IWC&DU 90
SAVANNAH 91
EL PASO (LAS CRUCES) 92
BATON ROUGE 93
CHARLESTON, SC 94
JACKSON, MS 95
SOUTH BEND-ELKHART 96
BURLINGTON-PLATTSBURGH 97
TRI-CITIES, TN-VA 98
FT. SMITH-FAY-SPRNGDL-RGR 99
GREENVILLE-N.BERN-WASHNGT 100
DAVENPORT-R.ISLAND-MOLINE 101
MYRTLE BEACH-FLORENCE 102
EVANSVILLE 103
JOHNSTOWN-ALTOONA-ST COLG 104
BOISE 106
TALLAHASSEE-THOMASVILLE 107
TYLER-LONGVIEW(LFKN&NCGD) 108
SIOUX FALLS(MITCHELL) 109
FT. WAYNE 110
AUGUSTA 111
RENO 112
LANSING 113
FARGO-VALLEY CITY 116
EUGENE 117
PEORIA-BLOOMINGTON 118
TRAVERSE CITY-CADILLAC 119
MACON 121
YAKIMA-PASCO-RCHLND-KNNWC 122
MONTEREY-SALINAS 125
BAKERSFIELD 126
COLUMBUS, GA (OPELIKA,AL) 127
LA CROSSE-EAU CLAIRE 129
WILMINGTON 130
AMARILLO 131
CHICO-REDDING 132
COLUMBUS-TUPELO-WEST POIN 133
WAUSAU-RHINELANDER 134
TOPEKA 135
COLUMBIA-JEFFERSON CITY 136
MONROE-EL DORADO 137
MEDFORD-KLAMATH FALLS 139
DULUTH-SUPERIOR 142
ODESSA-MIDLAND 143
SALISBURY 144
LUBBOCK 145
SIOUX CITY 149
JOPLIN-PITTSBURG 151
ALBANY, GA 152
PANAMA CITY 154
BILOXI-GULFPORT 157
WHEELING-STEUBENVILLE 158
BLUEFIELD-BECKLEY-OAK HIL 159
IDAHO FALLS-POCATLLO(JCK) 163
MISSOULA 164
ABILENE-SWEETWATER 165
BILLINGS 166
UTICA 171
ELMIRA (CORNING) 175
JACKSON, TN 176
MARQUETTE 180
BUTTE-BOZEMAN 185
GRAND JUNCTION-MONTROSE 186
PARKERSBURG 194

EXPANDED DEMOGRAPHIC INSIGHTS

With this update, we’re giving you insight into 12 total demos, which will allow you to plan your budgets with finer detail than ever before.

DEMOS ADULTS WOMEN MEN
18-34
18-49
25-49
25-54
35-64
50+

EXPANDED DAYPART INSIGHTS

The latest update delivers an entirely new “Weekend” daypart, as well as a newly combined Prime Access & Early Fringe dayparts.

  • EARLY MORNING
  • DAYTIME
  • EARLY FRINGE
  • PRIMETIME
  • LATE FRINGE
  • WEEKEND
  • CABLE TOTAL DAY

Add MediaCosts: Local Cable TV to your subscription.

If you don’t already have a subscription to the Local Cable TV cost data, we’re here to help. Call 914-524-7600 opt 2 to contact your SQAD Account Executive, and we’ll get you setup with this expanded database.

By |August 16th, 2017|News Room, Product Update|0 Comments

5 Game Changers Every Advertiser Must Know in August 2017

SQAD POD: 5 Game Changers Every Advertiser Should Know – August 2017

Industry news and insights podcast curated from the world of advertising and marketing trends.

We’re speeding through August and back-to-school is right around the corner; but before all the kids are shipped back to class, there are still a couple precious weeks left to hit up the beach and ride the last waves of summer. This month, the surf is up in the world of advertising as we look at virtual reality ads, the Discovery-Scripps merger, Amazon’s amped up advertising game, voice-based search, and advertising’s return to TV.

1. Let’s Get Virtual

It looks like the future of advertising is finally here and we’re living in a day and age where we are no longer restricted to two dimensional ads on display screens. With the advent of virtual reality (VR), it was only a matter of time before we had virtual reality ads. Maybe you put on your VR goggles and the next thing you know, you’re making your way through different spaces furnished, stocked, and decorated with branded items – there’s a Crate & Barrel dining table; there’s a baby blue Kitchen-Aid mixer; look over there, it’s a Dyson vacuum. It’s all here, in virtual reality, and ready for you to experience. Looking to make a splash is the VR development company, Unity. They recently announced an interesting experience where VR users will suddenly see a floating door in their virtual world. If they choose to enter, they will surrounded by a whole new branded world, separate from the VR experience they were just in. If you think this all sounds crazy, just wait. You can bet, this is just the beginning of a whole new way to engage consumers.

2. Discovery and Scripps: A Love Story

For the past few months, all eyes have been fixed on Discovery and Viacom’s battle over the acquisition of Scripps Network. After much negotiation, Discovery has finally emerged as the victor, shelling out $14.6 billion worth in cash and stocks to acquire Scripps (which owns Travel Channel, Food Network, and the home-renovation channel we’re all guilty of binging on, HGTV). If approved, the union of Scripps and Discovery (which owns mega-channels including Discovery Channel, TLC, and the Oprah Winfrey Network) could have a major impact on advertisers because the new conglomerate would control around 20 percent of the ad-supported pay-television audience in the US. Perhaps even more compelling, five of the top female-focused networks would fall under one company. It’s hard to say what the long term effects will be, but you can bet we’ll all be watching to see how the cable TV advertising game changes.

3. Amazon is About to Shake Things Up

Last month’s Game Changers included talk about the seemingly unstoppable duopoly of Facebook and Google, and how advertisers were anxiously awaiting a third player to swoop in and shake up the balance of power. It looks like Amazon is emerging as a worthy challenger. As its connected services business continues to expand in every direction, it’s also gaining ground in terms of its advertising game. The online shopping giant is helping companies leverage their brand in effective and creative ways – by getting users to write reviews for products, offering ways to make products more visually appealing on their listings, and brainstorming how companies can utilize voice-activated search to connect with consumers. More advertisers are flocking to Amazon, drawn by the opportunity to make their products and brand more visible and of course, the prospect of increased ROIs. Even advertising executives foresee more agencies offering Amazon-focused services. There may come a point when Amazon reaches total retail domination, which begs the question: Will Amazon go all-in on advertising, next?

4. Alexa, How Will Voice-Based Search Change Advertising?

Right up there with virtual reality, voice-recognition is paving new roads in the world of marketing innovation. With Alexa, Siri, Google Now, and Cortana ready to answer your questions, we’re watching an evolution in the way people are searching for things online – shifting away from the screen and into a voice-only world. Google stats show 20 percent of Android searches are now done through speech, and Gartner predicts by 2020, 30 percent of web browsing will be done UI-free. That’s going to position A.I. virtual assistants like Alexa and Google Home to control the content and ads we get served. Maybe you ask your AI device a question about gardening soil… will they respond with paid content from Miracle Gro, or a suggestion for a 15-pound bag of Nature’s Care (conveniently available at the grocery store your Siri knows you shop at)? There is little doubt that voice-based ads have the potential to change the game of paid search, the real question is, when. As the balance shifts from screen search to voice, the volume of consumers using voice search will drive the biggest innovations in the space. Time will tell.

5. Advertisers Return to the Living Room

Digital content publishers are all about creating short, digestible content for mobile platforms nowadays, but YouTube is making a U-turn and bringing its attention back to the good old TV set. In 2016, YouTube saw its viewership on TV screens increase a substantial 90 percent compared to 2015, and predicts it will rise yet another 90 percent this year. People are “channel surfing” again – though not quite at the levels of television’s heyday – putting the living room back in the spotlight for advertising dollars. Why the reversal back to TVs? The answer is quite simple: they’re now equipped with smarter technology and streaming options that make it easy to pop content right onto the big screens. Set-top boxes like Tivo, Roku, and Fire TV have placed streaming content side-by-side with traditional broadcast content – and advertisers are noticing. According to video ad tech platform Freewheel, four years ago, connected TV devices accounted for only 2% of ads that ran alongside premium digital content… now it makes up 32% of those ads. The numbers show a trend that advertisers can’t ignore.

By |August 15th, 2017|Game Changers|0 Comments

DATA REPORT: Shark Week 2017

The venerable and dependable “Shark Week” on the Discovery Channel has been part of the popular culture since its debut in 1988. With years of success behind it and no sign of disappearing anytime soon, the Data SQAD decided to run a quick 10 year CPM Volatility Report on the programming block to see what insights jump out in the CPM data.

With 2017 seeing the head-to-head showdown between Michael Phelps and a great white shark pulling in more than 5 million total viewers (making it the highest-rated Shark Week special ever across P25-54, W25-54, and W18-49). Discovery became the No. 1 basic cable network in primetime Sunday night. So what does the CPM data say.

 

Observations & Insights from the Data SQAD:

  • In 2016, Discovery’s Shark Week had year/year increases in CPM value across ALL demos…except Men 25-54 (which saw a 25% decrease from 2015).
  • During this year’s Shark Week, CPM for Adults 25-54 was 23% higher than the CPM for Adults 18-49.
  • Despite the Olympic Games in 2012 & 2016, Shark Week saw year-over-year CPM increases in almost all demos.
  • Since 2008, Shark Week has seen a steady 32% increase for household combination CPMs.
  • Shark Week 2017 has seen a 36% decrease in CPM values for Men 18-49 compared to last year.
  • In 2012, the 25th Anniversary of Shark Week saw CPMs skyrocket 40% over the previous year, for Adults 18-49.
  • When Shark Week celebrated its 25th Anniversary in 2012, CPMs for Women 25-54 jumped 126% from the year prior.
  • Compared to last year, Shark Week CPMs for Men 18-49 dropped 36%.
  • Shark Week 2017 experienced a 51% year-over-year drop in CPM value for Women 18-49.

ABOUT THE CPM VOLATILITY REPORT

The SQAD CPM Volatility Index is calculated as a percentage differential to the previous reporting period. Within the view port range, the first data point represents ‘0’ and subsequent points are plotted based on the percentage change from the previous point. The intention of the index is to show activity within a certain timeframe against the origination point.

By |July 28th, 2017|News Room, SQAD Data Reports|0 Comments

5 Game Changers Every Advertiser Must Know in July 2017

SQAD POD: 5 Game Changers Every Advertiser Should Know – July 2017

Industry news and insights podcast curated from the world of advertising and marketing trends.

We’re right in the thick of summer – the cicadas are chirping, the backyard barbecues are in full swing, and we’ve got advertising news for you hot and fresh off the grill. This month, we’re diving into the pool of native advertising, the growing power of podcasts, how a “brandless” brand is trying to shake things up, the Facebook and Google duopoly, and the rise of A.I. (Artificial Intelligence).

1. Native Ads Make a Steady Climb

The vast ocean-like world of advertising is constantly in motion, and with the latest waves of change pounding the shore, print and programmatic have taken a beating. When we start to look at year over year numbers, print ads have dropped 8 percent, and more than 5,000 fewer advertisers purchased programmatic. It’s not “breaking news” that print ads have been in decline (as general print readership has fallen and moved over to digital), but the dip in programmatic spend may be surprising for some – since it seemed to be shaping up to be the prophesied savior of the advertising world. So, what’s happening? It looks like advertisers have decided to take a more cautious approach to programmatic. Their hesitation seems to reflect a broader concern for brand safety, integrity, and control – since advertisers have very little control of where their programmatic ads will end up on the Internet. But all is not lost for advertisers, while programmatic is cooling down, native ads are picking up the slack. Based on recent numbers, native ad buyers spiked 74% over the past year and demand for native ads has more than tripled since 2015.

2. Advertisers Have Their Eyes (and Ears) on Podcasts

People are increasingly tuning into podcasts for their entertainment and information needs on every topic under the sun, from the latest breaking news in Washington, to the latest mobile phone tech trends, to the growing community of adult My Little Pony enthusiasts. There’s a podcast for everyone. Thanks to the increasing listenership, it’s no surprise that ad revenue on podcast streams are on the rise – the Interactive Advertising Bureau predicts ad revenue from podcasts to exceed $220 million this year, a notable increase of 85% over 2016. There is a strong and growing audience for podcasts – these are people who are self-selecting into very niche conversations – and brands are noticing the value of streaming their ads into the eardrums of engaged and targeted listeners.

3. Name Brands: The End of an Era?

For as long as we could remember, popular TV ads reassured us that Cheerios was the best to help lower our cholesterol and that Mr. Clean will come ‘save the day’ (donned in his fitted and immaculate white t-shirt) when you finally accept that your bathtub has formed a ring suitable for Beyoncé. Now, imagine a new generation of consumers (a.k.a millennials) who are not impressed with brands and their well-manicured image. These consumers are not necessarily driven by name recognition as much as price, social/environmental impact, and ease of access. Their growing apathy towards name brands may be changing the marketing landscape, forever. Business Insider is predicting these new consumer attitudes could take a heavy toll on TV networks, which have always relied heavily on the $70 billion TV ad market from recognizable brands. Now, just in time to monetize on the millennial brand apathy, a new start-up has entered the market, ironically called Brandless. They have come to shake up the consumer goods industry with items that focus on the product, value, and impact rather than the brand… and somehow ended up creating a brand out of the lack of brand. Who knows how disruptive this new company will be for traditional brands; or how long it will take for their millennial target audience to realize that a “brandless” brand is still a brand… pretending to be brand-less.

4. Rising Up Against the Duopoly

The inevitable has happened: Google and Facebook have reached what looks like a state of a duopoly, presiding over the digital advertising world like two warring kings who have devoured the surrounding old kingdoms until only two remain. Well, it may not be as Game of Thrones as it sounds, but with their unrivaled power in the marketplace, these two behemoths have left little room for a third player. This total dominance has left advertisers anxiously awaiting a third player to shift the balance of power and keep prices in check. The two online giants accounted for 77% of the $12 billion in ad growth spending in the U.S. last year and on a grand scale, managed close to half of total global spending. Ad executives are looking for viable third players that could shake up the status quo – Amazon, Snap, and Verizon are doing their best to join the battle… but will they prevail? Beyond these scrappy services, news publishers are also looking for an opportunity to swipe at the big boys through collective negotiation strategies, going so far as to ask Congress for a limited antitrust exemption. Things are getting serious when Congress has to get involved.

5. The A.I. Revolution

What we had once deemed sci-fi and the apocalyptic fever dreams of Elon Musk has now become part of the reality – from chat bots to voice assistants, artificial intelligence (A.I.) is quickly being interwoven into the fabric of our everyday lives. Content marketers are starting to bet big on A.I. and leverage this new technology to target their users. Three in ten marketers in a NewBase poll said they planned to prioritize AI, compared to the only 13% who had the same sentiments last year. Marketers are beginning to see A.I. technology as something that will significantly impact the industry in the coming year, and they’ve already started brainstorming ways to implement it into their strategies. For those of you who think A.I. is “not ready for primetime”, Karim Sanjabi, Executive Director at Crossmedia, said, “snubbing AI would be akin to an agency turning its back on social media 10 years ago.” Those are some strong words that only time can prove prophetic.

By |July 24th, 2017|Game Changers|0 Comments

5 Game Changers Every Advertiser Must Know in June 2017

SQAD POD: 5 Game Changers Every Advertiser Should Know – June 2017

Industry news and insights podcast curated from the world of advertising and marketing trends.

It’s officially summer and we’re feeling the heat not only when we step outside, but also in the world of advertising. As new forms of media continue to dominate the advertising landscape with quick and engaging content, traditional media groups are racing to join the club. This month, we’re looking at the fusion of traditional and new platforms, the new six-second ad format, the rise of ad blockers, blockchain technology, and more.

1. Oh Snap! Time Warner Seals the Deal with Snap Inc.

In a rapidly shifting media landscape, traditional outlets are living in a constant state of worry about the future – especially in the race to capture the ever-elusive millennial market. Time Warner, in an attempt to reach the youth market, announced it will be investing $100 million in the production of micro-episodic programming and advertising on the social platform Snapchat, over the next two years. Each “episode” is expected to be three to five minutes long to leverage the media viewing trends of millennials. While this is new territory for Time Warner, this isn’t Snap’s first major video deal by any means; it has arrangements with ABC, ESPN, NBC and numerous other networks. An estimate from eMarketer says Snapchat’s ad revenue could jump 160% over last year, and be worth more than $770 million.

2. Fox Aims to Cut the Clutter with a New Six-Second Ad Format

Joining the apparent frenzy to reach the new generation of media consumers, Fox Networks Group is preparing a new six-second ad format for its digital platforms (and eventually traditional TV), mirroring an ad format recently adopted by Google’s YouTube. The ads are scheduled to roll out across digital and on-demand platforms, giving users no option to skip them. Why six-seconds? When YouTube first introduced the condensed ads, they found six to be the sweet spot – long enough to send a memorable message, but short enough for people to stay interested (and not hovering impatiently over the corner of the video waiting for the “Skip Ad” button to appear).

3. Mobile Ad Blocking Is on the Rise and Advertisers Should Be Wary

More and more online platforms are implementing mobile ad blocking, a trend that advertisers should keep an eye on – eMarketer predicts nearly 1 in 10 US smartphone users (9.6%) will use ad blockers in 2018, that’s up almost 8% from this year. The latest to jump on the ad blocking bandwagon is Twitter with a new update that enables users to block ads on mobile webpages opened via its app. This follows Google’s announcement of its plan to place ad blocks in its Chrome web browser next year. To give you a sense of what this means for the industry, predictions from Juniper Research say publishers are set to lose $27 billion by 2020 thanks to ad blockers. While publishers stand to lose out on revenue, you can bet platforms like Facebook, Google, and Twitter will be cashing in. But, it’s safe to say there is no altruism here; ad blocking by Twitter is probably less about the consumer, and more about who controls the ads you see while using their app. It’s a good bet Twitter’s native ads will still be showing in their application. Only time will tell if this gamble will pay off. We’ll have to see how much of the digital advertising pie these social networks can divert before the content providers push back.

4. Advertisers Harness the Power of Blockchain Technology

As the technology behind crypto-currencies, blockchain is making a splash in the advertising world to help improve the efficiency and transparency of advertising data. What is blockchain, you ask? Think of a massive Excel sheet where data is pooled together by multiple anonymous yet verifiable providers (the brand, agency, publisher, etc.). In this system there is no single, centralized authority to validate the data – it is simply verified automatically by connecting the dots between the participants in the chain. Theoretically it would allow various parts of the industry to collaborate without dependency on one party’s data – ultimately helping to maintain the security and privacy of individual data sources. This sounds like science fiction? Comcast’s Advanced Advertising Group recently announced an initiative to develop a “Blockchain Insights Platform”, which will be aimed at improving the efficiency of premium video advertising, with the intent to create better planning, targeting, execution and measurement across screens. It’s a bold new vision of connected advertising. Who knows where this could take the industry.

5. Meredith Speeds Up Ad Loading Times

Slow ad-rendering can be a total pain for advertisers and publishers alike, especially on mobile platforms where long loading times are rarely tolerated and viewers bounce at a much faster rate compared to viewing on desktop. After an audit of its ad coding, the Meredith Corporation decided to cut down on the amount analytics, research, and tracking codes on its webpages, allowing ad-rendering on its sites to speed up by 15-20 percent across desktop and mobile platforms. By increasing the speed at which the ads load to the page, Meredith increased its ad revenue a whopping 20 percent per visitor. In the same code flush, they also scrapped third-party data collectors and heat map products that visualize where users click, taking it upon itself to gather that data internally. With the positive results, we may see other publishers follow suit.

By |June 26th, 2017|Game Changers|0 Comments