Forrester Blogs › Category: television

Web GRPs Are A Band-Aid Solution For Cross-Platform Ads

Posted by David Cooperstein on the CMOs Blog on August 15, 2011

  • 261 Recommendations
David Cooperstein

In the wake of Nielsen’s and Facebook’s announcement of a new “Web GRP” metric, there has been some exciting debate over whether GRPs will be good for the advertising industry as a whole. Dave Morgan made some excellent points in Mediapost about why GRPs will ultimately be good for online advertisers. However, I respectfully disagree that web GRPs are a step forward for effective cross-platform measurement. 

Although it is true that TV gets the lion’s share of marketers’ budgets, that doesn’t necessarily mean that online measurement should be retrofitted to make “apples to apples” comparisons. On the contrary, marketers are becoming more accustomed to the granular level of metrics and accountability online media offers and will not be content to keep TV GRPs and get a “best fit” measurement of GRPs online. Even if the industry isn’t giving up on GRPs as TV currency, TV networks like CBS are moving away from GRPs as the standard and would like to get beyond age and sex if possible. As the online video market matures and over-the-top video consumption grows, I believe marketers will begin to see the discrepancy in accuracy between the ads they buy on a prime-time show on broadcast and the ads they buy that are delivered via a YouTube, Netflix, or Hulu app on a connected TV. 

Read more

Categories:

Vendors: Establish Partnerships and Alliances To Expand M2M Market Opportunities

Posted by Michele Pelino on the Infrastructure & Operations Professionals Blog on March 1, 2010

Michele Pelino

Machine to machine (M2M) technologies are not new, but recently a wide range of service providers, device manufacturers, application developers, system integrators, and other companies are developing products, establishing business models, and implementing strategies to stake their claim in the M2M market. A quick search of M2M press releases during the past six months resulted in over 100 announcements on the topic of machine to machine or M2M.

Read more

Categories:

Vancouver 2010 – HD Video and Converged Networks Take Gold!

Posted by Henry Dewing on the Infrastructure & Operations Professionals Blog on February 19, 2010

Henry Dewing

I am writing this blog as I return from a whirlwind visit to the Vancouver Olympics - a truly digital Olympics relying on a converged network from Avaya and Bell Canada to deliver all of the data and media required for the games.  The Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games(VANOC) CIO, Ward Chapin, has been oft quoted saying that hosting the Winter Olympics is similar in scale to hosting 3 Super Bowls a day for 17 days, so when I spoke to him I asked how he does that.  Relying on a team of suppliers and partners that includes Atos Origi

Read more

Categories:

Who is the MVP of the Marketing Bowl: Social Media or Super Bowl Ads?

Posted by Augie Ray on the Marketing Leadership Professionals Blog on January 31, 2010

If you read this blog, you likely already care less about the Saints versus the Colts than you do about Super Bowl ads versus Social Media marketing. After all, the real money isn't earned from the battle on the field but in the battle that occurs during timeouts: Each player on last year's winning team earned a bonus of $83,000 while NBC earned around $213 million in ad revenue for the telecast.

A shift is occurring in the relative importance to marketers of Social Media and Super Bowl advertising.  Of course, the 2010 Super Bowl isn't the first we've seen of the marriage of Social Media and Super Bowl ads. Last year, Doritos struck gold with a UGC (User-Generated Content) ad produced by two unemployed brothers, and the brand is back this year with more UGC ads competing for even greater prize money.

Read more

Categories:

3DTV at CES: Poking Holes in the Hype

Posted by James McQuivey on the CMOs Blog on January 8, 2010

James McQuivey

It's high time somebody said it. Sit through one too many CES keynotes, press conferences, or pitches, and you just might leave Las Vegas with the mistaken idea that 3DTV is going to be in all of our living rooms next year. ESPN and Discovery are committing to 3D cable and satellite channels, Sony is upgrading its PS3s to do 3D, and Taylor Swift's live performance opening night at CES was shown live in 3D (Right behind her, mind you. You had to put the glasses on in order to see Taylor Swift in 3D when she was, actually, in 3D already, right in front of the audience.)

Read more

Categories:

Social Media is the New Super Bowl: Pepsi Refresh and What It Means to Marketers

Posted by Augie Ray on the Marketing Leadership Professionals Blog on January 3, 2010

If you track Social Media news, I'm sure you saw the eye-catching headline: "Pepsi's Big Gamble: Ditching Super Bowl for Social Media".  For the first time in 23 years--23 years!--the brand will not be purchasing a Super Bowl spot.  Instead, it is sinking $20M into a Social Media program called Pepsi Refresh.

Read more

Categories:

Syndicate content