SAN JUAN, Puerto Rico\u2014If reach is \u201cGod\u2019s gift to advertising,\u201d to paraphrase the late media research guru Erwin Ephron, it\u2019s a gift that doesn\u2019t keep on giving, according to Howard Shimmel. \u201cWe downplay the importance of being able to plan to optimize reach,\u201d says Shimmel, formerly of Turner Broadcasting.<\/p>\n

Now the President of consultancy Janus Strategies and Insights, which is named for a Greek god, Shimmel says we\u2019re now in a world where getting the right amount of reach in-flight is much harder.<\/p>\n

\u201cWhether it\u2019s average weekly reach for a CPG company, or it\u2019s reach within the last two weeks for a movie studio opening,\u201d he says in this interview at Beet Retreat 2018. \u201cTV\u2019s reach is compressing as ratings go down.\u201d<\/p>\n

What hasn\u2019t evolved is a measurement ecosystem \u201cthat actually allows you to stitch together all things addressable with linear so that you\u2019re doing is using addressable to get the reach points that you\u2019re not going to get with your linear schedule,\u201d Shimmel<\/a> adds. \u201cAnd you\u2019re also using addressable to avoid wasting addressable impressions with people who you could pretty well surmise are going to get a boatload of TV impressions.\u201d<\/p>\n

His example is a regular MSNBC viewer who is getting 20 TV impressions, \u201cwhat\u2019s the point of giving me two more impressions on digital? It\u2019s just a waste.\u201d<\/p>\n

Asked whether that\u2019s always the case, he says an exception could be advertisers using sequential creative messaging across platforms.<\/p>\n

\u201cOne of the things as an industry we\u2019ve made a mistake at is we\u2019ve never invested the right amount of money in planning tools,\u201d says Shimmel. \u201cUsed to be you would develop some reach and frequency curve off of Nielsen TV data and you\u2019d use them for five years. Because the world really didn\u2019t change.\u201d<\/p>\n

Today, an advertiser using 2016 data to plan for \u201csome first quarter 2019 scatter, you\u2019re probably twenty points off of the market in terms of average rating, so it means that reach and frequency curves have to change.\u201d<\/p>\n

Planning tools need to be more future-oriented, and planning and activation need to be closely meshed together. \u201cSo that you\u2019re able to say here\u2019s my TV base, I\u2019m going to score an addressable population based on expected levels of frequency, and then I\u2019m going to activate digitally to complement that in whatever an advertiser wants.\u201d<\/p>\n

This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page<\/a>. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN JUAN, Puerto Rico\u2014If reach is \u201cGod\u2019s gift to advertising,\u201d to paraphrase the late media research guru Erwin Ephron, it\u2019s a gift that doesn\u2019t keep on giving, according to Howard Shimmel. \u201cWe downplay the importance of being able to plan to optimize reach,\u201d says Shimmel, formerly of Turner Broadcasting. Now the President of consultancy Janus […]<\/p>\n","protected":false},"author":17,"featured_media":57607,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7653],"tags":[3803,6228,6637,7448,7574,7692,7693,7700],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57605"}],"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=57605"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57605\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/57607"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=57605"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=57605"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=57605"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}