New in Town; Old-ish in Game

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Hello BuSo people.

I'm new to BuSo, but I've been in the advertising and digital marketing space since 2012 officially. I'm currently a Digital Marketing Manager in the tourism space and handle everything from SEO to PPC, Facebook ads, programmatic ads, YouTube ads, TV buys, channel management... and the list goes on. I also own a business on the side offering a variety of marketing services, mostly focused digitally. I've previously worked at a media company that owns several local news stations selling digital ads and TV, and prior to that I worked at an agency primarily focused on SEO and PPC in a variety of verticals.

I'm not new to forums. In fact, I was an admin of a car forum back in the day. I love data and I strive to continue to learn more about compiling and visualizing data. I try to back every decision I make with reliable data. I have a very dry sense of humor, which can come across poorly via text, so hopefully I don't offend too much. I'm just starting another project right now - won't get into too much detail yet - but it's a project that is comical to me considering some of the ridiculous nonsense I see happening in a specific industry that I think I could do much better than most of the other players in the space. I might share more info on that on BuSo another time.

I tend to ramble sometimes, so I'll cut this here. I'm looking forward to learning more and teaching some on BuSo!
 

Ryuzaki

女性以上のお金
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Welcome aboard, @HgCNO2. You seem to have earned quite a bit of experience in the past decade. It's impressive how many different areas of this game you've had your hands in.

Are you still in touch with the media company with the local news stations? I'm curious if they're sweating bullets as the Boomer generation ages and passes on. I'd be trying to liquidate those channels quickly. Did you get any insight into this during your TV ad buying days?
 
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In the market I worked in, we weren't really seeing any declines in ratings. Stations get reporting on this stuff usually quarterly, but will get this information more regularly as metered markets continue to spread (as opposed to diaries). Some of the larger, more metropolitan markets, on the other hand, were dealing with ratings falling across all stations in the market. Almost all TV stations will sell digital advertising, whether it be on their owned and operated sites or through programmatic networks or marketing services, so they probably aren't sweating revenue too much as long as they can adapt their content, thus revenue, to the medium that is most widely consumed in the market.

Ultimately, I think broadcast television is still a great medium for advertising toward the top of the funnel, but you need to be smarter when it comes to buying. I've pushed back against agencies trying to sell me on OTT when their claims are that OTT is targeted and TV is not. TV data is bigger now more than ever and with tools like Scarborough, you can get psychographics in the form of indicies to determine which programs index well for your target audience. Pair that data with rating (or better yet, thousands) data and you can get a very targeted TV campaign. At the end of the day, I think people will always care about local news, local weather, and live sports. Live news and live sports are the first two recommendations I always give people when considering TV because those two are the least likely to be DVRed. Nobody wants to watch old news and people often want to watch sports as it happens. I'd argue that there is no other advertising medium as high-impact at scale than TV. It's effectively interruptive compared to passive digital ads. Even the big tech giants know this; that's why you see Google, Facebook and Amazon running TV ads for their products.
 

Phenom

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Hey I know this dude. :wink: Welcome aboard.
 

bernard

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Welcome to BuSo.

I love data and I strive to continue to learn more about compiling and visualizing data. I try to back every decision I make with reliable data.
Do you use Data Studio?
 
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Do you use Data Studio?
Some Data Studio, but I want to learn Tableau. I've started playing around on the free version that makes the data public, so I'm not doing much in terms of private data on Tableau yet. From what I've seen in Tableau, it seems to be a way to easily organize the visualization in a PivotTable style. I'm pretty savvy in Excel and personally prefer to see the hard numbers than a visualization, but visualizing can tell a better story to those that need it quickly. That puts my challenge of applying Tableau at scale to better understanding SQL to pull the data into a live dataset barring API connectivity to different programs, at which point I'd need plug-and-play or a developer.
 
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@HgCNO2, are we at a point where views on TV can be measured by impressions rather than taking surveys or whatever they used to do?
 
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Some Data Studio, but I want to learn Tableau. I've started playing around on the free version that makes the data public, so I'm not doing much in terms of private data on Tableau yet. From what I've seen in Tableau, it seems to be a way to easily organize the visualization in a PivotTable style. I'm pretty savvy in Excel and personally prefer to see the hard numbers than a visualization, but visualizing can tell a better story to those that need it quickly. That puts my challenge of applying Tableau at scale to better understanding SQL to pull the data into a live dataset barring API connectivity to different programs, at which point I'd need plug-and-play or a developer.
As you said, Tableau is amazing for visualizing data. You can accomplish the same stuff in Excel, but it takes a few more steps. With that said, I still used Excel almost exclusively out of habit.
 
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@HgCNO2, are we at a point where views on TV can be measured by impressions rather than taking surveys or whatever they used to do?
Yes pretty much, depending on the market. Nielsen and comScore are the two big players in this game. Larger markets tend to be "metered markets." A metered market will basically use cable box data, maybe satellite box data and data fed back through Smart TVs, to give "overnight" rating data. They will be able to measure exactly how long programs are watched and all that data will be compiled with other information of yours including age, household income, and other demographic data in addition to psychographic data, for example, whether you have played sports in the last 12 months (indicating your likelihood to play sports or buy sporting goods in the future). Rentrak kinda blazed the trail for this and that's why comScore bought them. Nielsen realized the diary surveys were trash and are stomping through that blazed trail too. The smaller markets are less likely to be metered, so be sure to ask your reps if they are a metered market.

Note that ratings, which has been the standard for buying TV, are basically impressions. They're just a dumber way of doing the math, in my opinion. Impressions are simpler to buy on because an impression is an impression regardless of where you go. A point (read, rating point) is 1% of the market's total household. So one point in the NYC market (the number 1 market) is worth considerably more than one point in the Boise, ID market (currently market #102). It's also worth noting that 1 TV impressions != 1 digital impression. There might be a party of 12 watching a single TV ad, but it will count as 1 impression, as where for every member of that party seeing a digital ad on their mobile phone would be 12 impressions.