LONDON \u2013 Which should be more important to television advertisers: viewer attention or ad “performance”? The answer poses risks for TV providers given the increasing march toward all things performance, according to Fox Networks Group\u2019s Joe Marchese.<\/p>\n

\u201cI feel that more and more TV is getting baited into trying to become a performance outlet,\u201d the President of Advertising Revenue says in this interview with Beet.TV at the recent EGTA Future of TV Advertising Forum 2018<\/a>.<\/p>\n

\u201cThe biggest thing would be to make sure you\u2019re not fighting a fight that you can\u2019t win or being tricked into fighting the wrong fight.\u201d<\/p>\n

Marchese says he understands why \u201cthe ideal\u201d would be to say \u201cprove performance and then I can spend more money there. But the truth is, performance is that I get people to sit there and watch the ad. That\u2019s what TV does.\u201d<\/p>\n

He notes that TV has always performed by helping to build brands over periods of time. But there\u2019s more of a balancing act going on among networks to let consumers \u201cdictate how many ads are tolerable. I\u2019m looking for a better way to say it, but tolerable it is.<\/p>\n

\u201cPeople think if the ads are good enough, people will like them. No. Advertising is an interruption. It\u2019s not what you came there for.\u201d<\/p>\n

Asked about household addressable TV ads, Marchese<\/a> points to such shortcomings in the quest for performance as co-viewing, wherein it\u2019s hard to determine what person among several who are watching a Sunday football game is actually being addressed, and going too far with person-specific targeting.<\/p>\n

Brands are built not only on advertising but also on cultural, family and familial ties, among other things, according to Marchese. \u201cTake it to the extreme. It feels odd to say, \u2018Imagine a world where we can perfectly target only the people we think are going to buy the product.\u2019 Then what would the brand mean anymore if no one else ever saw it? No one would know what that brand stands for, so what difference does it make if the person\u2019s wearing it?”<\/p>\n

As for the likes of Facebook, Amazon, Netflix and Google, Marchese believes that traditional TV must \u201ccreate a Netflix-competitive experience, or ad-supported TV, if you will. As far as the other three FANG members, \u201cTheir advertising is different. It\u2019s not a TV ad that\u2019s running there for the most part. It\u2019s performance advertising.<\/p>\n

\u201cBut I think you\u2019ll see the marketers reclassifying more and more dollars towards performance advertising. Because you know, who doesn\u2019t want performance?\u201d<\/p>\n

This video is part the Beet.TV preview series \u2018The Road to CES 2019.\u201d The series is presented by\u00a0dataxu<\/a>.\u00a0 For more videos, please visit this page<\/a>.\u00a0 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LONDON \u2013 Which should be more important to television advertisers: viewer attention or ad “performance”? The answer poses risks for TV providers given the increasing march toward all things performance, according to Fox Networks Group\u2019s Joe Marchese. \u201cI feel that more and more TV is getting baited into trying to become a performance outlet,\u201d the […]<\/p>\n","protected":false},"author":17,"featured_media":57873,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7740],"tags":[5801,6183,7490],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57871"}],"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=57871"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57871\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/57873"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=57871"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=57871"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=57871"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}