Local Advertising Keeps Pushing Toward An Outcome-Based Model
Local Advertising Keeps Pushing Toward An Outcome-Based Model - NewsLab
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As advertising increasingly shifts to outcome-based buying and selling, TV stations know they need to bring their linear operations in line with their digital platforms, giving clients all the information they want about exactly who their advertising is reaching.
That remains difficult on the linear side because it’s still very hard to measure exactly who is seeing an advertisement. When local TV audiences were much larger, Nielsen was able to extrapolate audience demographics across markets. Today, audience fragmentation means one sample doesn’t necessarily apply to another and exact demographics are hard to pin down.
But Nielsen is finally coming out with its local Big Data product in January, and buyers and sellers of local advertising are hopeful it will be a step in the right direction while also realizing that they still have some road to travel in measurement, said a panel of executives at TVNewsCheck’s Local Television Strategies event at NAB New York on Wednesday.
Heather Gundry
A big plus of the new product is that early analysis of the data reveals that it could expand local audience impressions by 15%-30%, said Heather Gundry, EVP, head of local audio and video investment at Dentsu, discovering many users that Nielsen’s current panel methodology could not expose.
“The fact that we can get more impressions to buy in local speaks to audience, because that way we can find that audience within our audience-based buying, because there’s so much more out there. What we have found with a number of our clients is at some point they’re
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