A Defining Moment: NYI's Betsy Rella on The State of TV Today -- Part 2

EB Moss How does quotHolistic media planningquot dovetail with impressionbased buying and what39s the actual definitionBetsy Rella Holistic means pulling everything together Right now you get TV in one place digital in another place Ideally you would have one platform where everything39s feeding into it in terms of your TV piece your digital piece your OTT piece your set top box video on demand piece That way you can look at them all separately but put it all together for an advertiser and have everything ideally flow through from the planning targeting reporting and attribution all the way down to that backend At NYI we39re in conversations all the time with vendors out there who are really starting to change the game and have that ability to pull different pieces into the platform I don39t think anyone39s 100 there yet but they39ve definitely made a lot of progressMoss What are the challenges then Is it adoptionRella Part of it involves legacy thinking and workflows that have existed for decades and quite honestly the systems themselves It all needs to feed into one platform so you39re not operating on a siloed basisAt NYI we sell all these different platforms in addition to our Linear product It39s a full footprint execution different from our addressable offering which targets only those households in the segment and it is datadriven so it utilizes either first or thirdparty data Or it could be a TVviewing segment that we create on our own based on the set top box data that we have access to through Altice for example Those segments are used to inform the media plan And at the end of the campaign we provide the Nielsen impression data based on the campaign to the client as well as the impression delivery based on that targeted segmentAnd there39s our Audience One product which pulls it all together so we are essentially onestop shopping for linear TV or addressable OTT set top box video on demand even live streaming in selling over a hundred basic cable networks across over 70 geographic zones as well as hyperlocal news channelsMoss What IS going on with local news versus network newsRella It39s exploding People are flocking to news right now as the situation changes every day Cuomo Prime Time keeps hitting its highest ratings We39re seeing News 12 and New York One as well as CNN Fox News MSNBC all up in double digitsMoss So news is powerful now but then people want to maybe chill out What39s going on with traditional versus OTTRella People certainly aren39t abandoning regular live TV but we know that about 130 million adults nationally are streaming nonlinear video to their TV set through an interconnected device or a smart TV So that39s about 56 and it differs by geography the top streaming markets are in that 60 to 70 range New York is just below that at about 59 If you look at Nielsen data the average time spent on video is about five and a half hours a day basically flat versus the prior year But we see an increase in TV connected devices growing from 47 minutes a day to nearly an hour a day while traditional TV viewing is dropping off a bit But we39re seeing that live plus time shifted TV still accounts for the most time spent in an average day about four hours So it39s still the largest chunk of the day whether it39s live or time shifted viewingMoss In terms of the futureRella What we39ve been seeing is the different tone that advertisers are striking now I saw a study that cited 22 of consumers say they want brands to share information on how they39re supporting their staff and customers during this time Others are saying they want the ads to provide a sense of continuity and normalcy Some people are looking for upbeat ads So while advertising has been impacted for sure it39s not going away And based on studies over the past many years the data shows that even in downtimes you still want to stay top of mind You still want to have your message out there and you still want to tell consumers that you39re there for them So we want to be there to help get their message outClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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A Defining Moment: NYI's Betsy Rella on The State of TV Today -- Part 2

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E.B. Moss

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