Jun 16, 2021

BEYOND THE BASICS: Put Your Marketing in Motion with Video Advertising

Apr 28, 2021

What Digital Buyers Need to Know About Linear TV

By John Piccone, President QTT, a division of Viamedia

Published on Independent Communications News April 28, 2021

There is a whole new generation of advertising buyers and sellers who have fallen in love with the features of advertising technology without understanding the marketing objectives that drive media decisions.

To the digital buyer, critical metrics of success live in the headers of their analytics reports which represent bottom funnel metrics. Absent are traditional building block metrics that live in media mix modeling that have guided marketer’s media decisions for decades.

Nowhere is this more apparent than video advertising. Today a marketer can place its video advertising in many places: Linear TV, Connected TV, Desktop, Mobile and Digital Out of Home. But for decades, the lion’s share of video advertising share has gone to linear TV. Why is that? Simple…

TV Advertising Works

And advertisers know TV works. They may not have real time dynamic ad serving reporting, but decades of trial and error have shown TV works and as time passes the linear TV attribution game is only getting better. Correlations based on ad occurrence and website or mobile traffic generates millions of data points to give marketers even better insights on the value of TV.

Measurement Favors the TV Advertiser

A viewer must watch an average of 5 minutes of the TV program to be counted, even though many more people sample a TV show. Compare that to an online video ad that needs to be visible for only 2 seconds.

TV’s pricing can’t be beat.

Marketers have relied on Nielsen’s household sample to measure television viewership for decades. Most linear buys are against a broad demo group (Adults 25-54, Women 18+, etc) These Nielsen demos are priced by the sellers based on demand, supply and historical rate cards. This is no different if a digital buyer wants to buy a broad demo on YouTube or CTV. However, the key difference is that on TV you pay only for those audiences in that purchased demo. So due to the “spill” nature of TV the advertiser also gets everyone else who watch its ads, for free. Whereas with online video, thanks to dynamic ad serving only the purchased target audience sees the ad. If we run the advertising math, a TV Demo CPM of $20 on TV is actually a tiny fraction of that when you factor all the people who saw the ad. And for marketers who are building a brand, every eyeball counts. On the other hand, digital video CPMs remains static, or actually increase in the case of fraud or bot traffic.

Are there many benefits that digital video advertising offers that TV cannot? Of course. But it’s still clear that the cost of media, coupled with the advertiser-friendly measurement standards, is very hard to beat TV.

Inevitably the linear and digital worlds will collide. Marketers can now buy TV programmatically when it meets both buyer and seller objectives. Spoils will go to those who can understand linear and digital measurement and pricing metrics. Visit https://viamediatv.com.

Dec 1, 2020

DAVID SOLOMON PROMOTED TO PRESIDENT & CEO OF VIAMEDIA

Lexington, KY – December 1, 2020 –David Solomon, a 17-year Viamedia veteran, most recently serving as Chief Revenue Officer, has been promoted to President and CEO of the company, effective immediately. He succeeds Mark Lieberman, who joined the company in 2014 as President and CEO and who will remain a director on Viamedia’s board.

Nov 3, 2020

Viamedia Files Brief in Opposition to Comcast’s Petition to U.S. Supreme Court for Writ of Certiorari

Latest Step in Viamedia’s $500 Million Antitrust Claim Vs. Comcast

Nov 3, 2020

Viamedia Names Jim Loughran Senior Vice President of Digital

Published on businesswire.com June 22, 2020

Advertising Veteran Joins the Viamedia Team to Expand Digital Sales & Development

NEW YORK--()--Viamedia, the television industry’s largest independent local ad management company, today named Jim Loughran senior vice president of digital, effective immediately. Loughran will oversee, develop and grow the future of the company’s digital sales and operations. He recently served as senior vice president, national addressable, OTT and digital sales for Ampersand (formerly NCC Media), where he grew ad revenue from approximately $10 million to more than $100 million.

Viamedia is proud to announce our new Vice President of Digital, Jim Loughran. Jim's leadership and insight will be invaluable as we continue to grow the future of our digital sales and operations.

Tweet this

“Jim has demonstrated the ability to execute and drive digital sales,” said Viamedia President and CEO, Mark Lieberman. “As a leading local cross media advertising company, Viamedia is always seeking to bring the best leaders to create value for our advertisers. Jim is the right person to help make that happen, especially as our advertising business customers are looking for guidance as the economy reopens in a post-pandemic world."

Loughran will work alongside the cross-media sales teams to execute on objectives, oversee and coordinate product development and manage relationships with key strategic partners. He will be based in Viamedia’s New York City headquarters, and will report to Viamedia Chief Revenue Officer David Solomon.

Loughran brings to Viamedia more than 20 years’ experience leading digital, advanced television, OTT, mobile and linear advertising sales. Prior to Ampersand Loughran was vice president of sales for CBS Interactive, overseeing a $120 million sales effort on behalf of a portfolio of websites including CNET, CBS News, ZDNet, TechRepublic and Moneywatch.

About Viamedia

Headquartered in New York City with operational headquarters in Lexington, Kentucky, Viamedia provides a comprehensive audience and impression-based local video cross media advertising platform. As part of the platform, Viamedia has exclusive cable TV ad inventory from more than 60 Cable TV Distributors in 34 states across 76 DMAs, offering advertising on cable TV networks to more than 6,000 local, regional and national advertisers. Viamedia also offers those advertisers a complimentary suite of impression-based digital products including Viamedia's proprietary QTTTM as well as OTT, mobile, display, email, search, and social, in those DMAs and beyond. Viamedia's success is built on its proprietary software, people and processes. In June 2020, Viamedia launched #ChangeStartsRightHere, a grassroots campaign to foster positive conversations to help end racism. As part of the initiative, Viamedia has invited local business, minority leaders and law enforcement to submit spots about how they are working together to create positive change and a more inclusive future, which Viamedia will run free of charge across its nationwide footprint. For more information, please visit https://viamediatv.com and http://www.changestartsrighthere.com/.

Contacts

Chris Huppertz
Bob Gold & Associates
310-320-2010
viamedia@bobgoldpr.com

Stay Updated:

Get marketing insights, guide-books, tips and more.

Subscribe >