CANNES \u2013 Are media buyers too preoccupied trying to define \u201cTV\u201d and \u201cvideo\u201d? It\u2019s worth approaching the issue from the sell-side, by way of Fox and ESPN.<\/p>\n

The answer rests on delivery systems, according to Joe Marchese, President, Advertising Revenue, Fox Networks Group.<\/p>\n

\u201cThe idea is, is a stream being delivered in a way in which you know who\u2019s watching and, secondarily, is a stream being delivered in a way in which you can either change the ads or not change the ads?\u201d Marchese said during a panel discussion by Comcast at the Cannes Lions Festival<\/a> of Creativity. \u201cLast portion is, is it being delivered on demand or live?\u201d<\/p>\n

Additionally, he suggested separating content from delivery vehicle. This yields a definition of TV as \u201clong-form storytelling, sports, news and information.\u201d<\/p>\n

To panelist Eric Johnson, EVP, Global Advertising Revenue at ESPN, behavior is a key component. People watch on average 63 of live sports, whether on a TV set or mobile phone. \u201cThe behavior looks the same. If they\u2019re watching SportsCenter they\u2019re watching for 15 minutes on a television or a mobile phone.\u201d<\/p>\n

Beyond definitions, the only thing that marketers should care about is the likelihood that their message was delivered, according to Marchese. The problem is \u201cpricing mechanisms and the currency we trade on. So we can innovate on the format all we want but if we don\u2019t change the currency, if we don\u2019t change what success is, none of it matters.\u201d<\/p>\n

ESPN is moving to a Nielsen Total Live Audience metric this year, Johnson said in response to a question by moderator Matt Spiegel of MediaLink.<\/p>\n

\u201cWe\u2019re seeing a 9 percent lift with young men in terms of streaming that\u2019s not being counted by the current Nielsen measurement tool. I think it\u2019s going to help immediately,\u201d Johnson said.<\/p>\n

Marchese would \u201clove to have Nielsen measure 9 percent more audience\u201d but wondered whether \u201cI have to take the same ads that were in the linear TV environment and then put them into the place, that other 9 percent where I could do a digital ad where you could get a different ad from me? Is that the only way I\u2019m going to get paid on that extra 9 percent?\u201d<\/p>\n

Johnson\u2019s response: \u201cWe are passing through the commercials for the part that\u2019s being measured by Nielsen and then we have another half that we\u2019re dynamically ad serving, that we\u2019re selling digitally, so to speak. So it\u2019s a little bit of the best of both worlds.\u201d<\/p>\n

This video is from The New TV Ecosystem Leadership Forum at Cannes Lions 2017, presented by FreeWheel<\/a>. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES \u2013 Are media buyers too preoccupied trying to define \u201cTV\u201d and \u201cvideo\u201d? It\u2019s worth approaching the issue from the sell-side, by way of Fox and ESPN. The answer rests on delivery systems, according to Joe Marchese, President, Advertising Revenue, Fox Networks Group. \u201cThe idea is, is a stream being delivered in a way in […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6587,6588],"tags":[5355,5532,5801,6183,6636],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47015"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=47015"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47015\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=47015"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=47015"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=47015"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}