The SCREENS.tv Blog
For aggregators, more is not always more (4)
For the ever-growing advertising aggregators like Adcentricity, BookingDooh, rVue and SeeSaw Networks, size would seem to be everything...but is it?
Certainly, there is an extent to which sheer numbers are a necessary part of their model: the aggregator has to offer the media planner and buyer an easier route to their audience than going direct to individual networks.
Venue variety, and the range of audience groups it brings, also seems to be desirable – not only for increasing demographic coverage, but perhaps also because if one were going to aggregate only screens in a certain location type it would make more sense in the end to acquire the individual network operators, rather than just sell their airtime.
And territorial range – whether it’s across regions of North America, or in BookingDooh’s case across different European nations – evidently also helps to deliver the choice of demographic options as well as the volume of audience.
But as our story today and the details of BookingDooh’s vivid offer of a fortnight-long, 67m-reach campaign make clear, while it may be tempting to judge an aggregator by a simple yardstick such as the number of screens it offers, the true measure of its value combines all these considerations. Notably, the volume of screens in each of BookingDooh’s territories bears little relation to its total reach in that country – a sign that headline figures on network size can be worse than misleading.
Share this article with others
Post to del.icio.us
Post your Comment
Skip to comments
User reviews and comments that include profanity or personal attacks or other inappropriate comments or material will be removed from the site.
Additionally, entries that are unsigned or contain "signatures" by someone other than the actual author will be removed. We will take steps to block users who violate any of our posting standards, terms of use or privacy policies or any other policies governing this site.
In-Store Video
Posted 02/09/09 17:23 by Alan Klein
Reach is not engagement. That's why Dr. Tom Snyder of Emotion Mining and I teamed up to form EM Retail Engagement. The key is not body counts but real engagement and motivation by in-store media. Subconscious triggers can be discovered to break through the clutter and distractions at retail.
Audience is everything...
Posted 26/08/09 16:09 by Jeff Atley
Barnaby, You're correct in that the total number of screens and venues are not the full measure of an aggregation offering. Audience capacity and the ability to target based on the campaign objectives to provide impact and media efficiencies are key. Finally, systems and platforms will never replace the art of advertising and strategy which means the capabilities must be supported by in-depth knowledge, experience and foresight. To provide some numbers on the market, here is a quick breakdown of audience opportunity for the US by market based on a :15 second ad running for 4 weeks. MARKET SEGMENT, AUDIENCE IMPRESSIONS NATIONAL , 261078518 Top 20 DMAs, 162,212,742 Top 10 DMAs, 129,011,623 1 - New York City, 24,460,210 2 - Los Angeles, 28,705,916 3 - Chicago, 13,052,475 4 - Philadelphia, 4,953,632 5 - Dallas/Fort Worth, 10,984,456 6 - San Francisco/Oakland/San Jose, 15,606,006 7 - Boston/Manchester, NH, 3,606,694 8 - Atlanta, 9,127,254 9 - Washington, D.C./Hagerstown, MD, 6,150,076 10 - Houston, 11,624,652 11 - Detroit, 2,610,780 12 - Phoenix, 6,672,268 13 - Tampa/St. Petersburg/Sarasota, 4,149,691 14 - Seattle/Tacoma, 5,227,811 15 - Minneapolis/St. Paul, 3,440,312 16 - Miami/Ft. Lauderdale, 2,880,050 17 - Cleveland/Akron/Canton, 641,437 18 - Denver, 4,516,632 19 - Orlando/Daytona Beach/Melbourne, 2,463,828 20 - Sacramento/Stockton/Modesto, 1,338,553