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What Agencies Get Wrong About Measuring Tv www.spotsndots.com Subscriptions: $350 per year. This publication cannot be distributed beyond the office of the actual subscriber. Need us? 888-884-2630 or [email protected] The Daily News of TV Sales Monday, July 22, 2019 Copyright 2018. WHAT AGENCIES GET WRONG ABOUT MEASURING TV ADS A POSSIBLE SOLUTION: TRY INCREMENTALITY ADVERTISER NEWS Savvy marketers operate across channels to reach current The 2020 Chevrolet Corvette was unveiled last week at and potential customers. While search and social media a glitzy ceremony in Orange County, Calif., and General – Facebook, in particular – are still the most popular, TV Motors President Mark Reuss says the new version will start advertisers can be found on just about any platform, including under $60,000, 7 percent more than the current car’s base radio, direct mail and out of home. price of $55,900. Prices of other versions weren’t announced, In a column for AdExchanger, Tatari co-founder and but the current Corvette can run well over $100,000 with CEO Philip Inghelbrecht says this is partly fueled by the options, The Associated Press reports. Engineers say they drive for growth, but also from the fact that most advertising moved the V8 engine from the front to the middle of the car platforms have become easier to access and for better performance. They also changed its measure than ever before. Omnichannel looks so it resembles European mid-engine strategies, however, have created a gap in race cars... A brand known for its inclusive TV measurement, and it’s akin to the issue sizing and advocacy for women is going to of digital’s last-click attribution. A user may open a temporary concept store that may pave see three mobile ads before finally clicking the way for future locations, Chain Store Age through on a Google search result, but Google reports. Women’s bra and underwear company ultimately gets all the credit for the purchase. ThirdLove will open a temporary location Translating this to TV, someone may have in downtown Manhattan. Open Wednesday heard a radio ad three times, but the single airing of the TV through the end of 2019, the store will offer a personalized ad gets the credit for winning over the customer. This stems bra fitting and try-on experience, with more than 60 percent from the fact that most traditional agencies will still default to of the space dedicated to innovative fitting rooms... DSW the baseline-plus-lift model of measuring TV’s efficacy: Any has been improving the shopping experience to fend off unexplained traffic above the baseline is attributed to TV, and competition from direct-to-consumer brands, with in-store not the three radio airings in this particular example. nail salons, shoe repair services and other features designed One solution to this flawed argument would be to focus to drive more repeat visits. The moves seem to be working, on incrementality. Incrementality is achieved by measuring Glossy reports: Sales rose 3 percent in the first quarter, campaigns in a way that separates net new visitors, buyers and profits were up 6 percent... Albertsons began testing or installers, from the users that would have already visited, a delivery subscription service in March across several of its purchased or downloaded even if they hadn’t seen the ad. markets. Grocery Drive says about 12 stores now offer the For most people in the TV industry, incrementality is achieved service, and the company plans to bring it to more locations... by filtering out known (and large) digital traffic sources from Nation’s Restaurant News reports that Vintage Capital the baseline – non-branded search or Facebook, for example. Management has officially bid to buy Red Robin Gourmet This is largely insufficient, regardless of whether it relates to Burgers for $40 per share, regulatory filings show. Red Robin streaming or linear TV; the correct handling requires dynamic said it will consider the proposal from the private-equity firm, baselining and control groups. which already owns an 11.6 percent stake in the company... Rather than calculating lift from a fixed baseline, a dynamic J.C. Penney has hired advisers to explore debt restructuring baseline is continuously recalculated to account for simple, options that would buy more time for the money-losing U.S. short-term changes such as an uptick in morning traffic, retailer to forge a turnaround, people familiar with the matter which itself could be organic, but is also caused by other paid tell Reuters. The 117-year-old department store chain has sources, such as morning radio. As such, airings later in the debt totaling roughly $4 billion. day only get credit for lift that would otherwise not have been achieved. They are measured incrementally. Establishing incrementality is achieved with control groups. The two groups are similar, but one sees a spot and the other does not. The difference in response measures incrementality. If brands do not control for incrementality, the measurement of responders will include those who would have visited or purchased, even without (Continued on Page 3) NETWORK NEWS AVAILS ABC News has confirmed thatTexas Southern University If you want to work in media sales for the No. 1 duopoly in in Houston will host the third Democratic debate in September, St. Louis, we have a great opportunity for you! KTVI (FOX) as the field starts to shrink from its original cavalcade of and KPLR (CW) have immediate openings two dozen presidential hopefuls. ABC and Univision are for new business development/multi-media hosting the debate on Sept. 12 and, if necessary, Sept. 13. Account Executives. Experience required, The Democratic National Committee’s qualification bar is with a proven track record in reaching rising for candidates, which will help winnow the field. The goals and developing new business. Ideal polling threshold for the September debates will double from candidate will be a self-starter who is detail- the previous level of 1 percent to 2 percent, and the number oriented, a problem solver and a team of individual donors will also double from 65,000 to 130,000. player. College degree and at least 2 years Just six candidates — Joe Biden, Beto of outside sales experience is required. O’Rourke, Pete Buttigieg, Kamala CLICK HERE to apply. EOE. Harris, Elizabeth Warren and Bernie WJZY/WMYT, the Fox O&O television Sanders — have hit both the donor and Hot dogs are like station in Charlotte, N.C., seeks a highly polling targets, though there are still strippers. No one wants motivated Account Executive who several weeks before the deadline to to know the backstory. will help local and regional advertisers hit those statistical marks. September’s achieve their business objectives primetime debate will air live on ABC and through effective TV and digital on Univision with Spanish translation, as advertising. The ideal candidate must well as on ABC News Live streaming Jim Gaffigan be able to identify qualified targets, use service... John Diggle’s other son will be strong communication and presentation introduced in the eighth and final season skills throughout the sales process, and of The CW’s Arrow. Charlie Barnett (Russian Doll) is set maintain a high closing ratio. A four-year college degree as a new series regular in the role of John Diggle, Jr. Known is required. Media sales experience is strongly preferred. as J.J., he’s the Flashpoint-born son of John Diggle (David Knowledge of media math, TV ratings and web metrics is a Ramsey) and Lyla Michaels (Audrey Marie Anderson). plus. CLICK HERE for details or to apply now. EOE/M/F/V/D. Barnett joins previously announced new series regulars National broadcasting company seeks a community-minded, Katherine McNamara, Joseph David-Jones and Ben enthusiastic individual to fill aGeneral Manager position for Lewis. Arrow returns for its eighth and final season on Oct. the Johnstown, Pa., Designated Market Area, consisting 15 in its new Tuesday 9 PM (ET) time slot on The CW... of the State College, Altoona and Johnstown markets. The Former Nightflyers star David Ajala is boarding CBS All GM is responsible for managing the operations and sales Access’ Star Trek: Discovery as a new series regular for initiatives of a multimedia portfolio, including ABC and Fox the upcoming third season of the sci-fi drama. Deadline affiliates. Bachelor’s degree in Business Administration, says Ajala, the biggest new cast addition for next season, Finance or Economics. Minimum of four years of media sales will play a new character, Cleveland Booker (a.k.a. Book). management experience – preferably in broadcast TV sales – as a General, Local and/or National Sales Manager. Send PBS SETS DATES FOR FALL PROGRAMMING resume and cover letter including desired compensation to: PBS has unveiled its fall programming slate, which [email protected]. EOE. includes premiere dates for Ken Burns’ 16-hour Country KTSF, a well-established leader in Asian Language Music along with several other docunmentaries and the Television in the San Francisco Bay Area, seeks a driven new contemporary-history series Retro Report on PBS. Account Executive to be a key, engaging liaison between Also on tap are new editions of Frontline, POV, Great our television station and businesses to deliver outstanding Performances, American Masters and Independent results through the effective sales presentation of television Lens; four-part documentary series College Behind Bars; and digital solutions. The ideal candidate will be energetic, and the fifth and final season of British drama Poldark. positive, goal-oriented and have a sense of urgency. Must The new four-part docuseries College Behind Bars runs be highly organized and possess strong verbal and written Monday-Tuesday, Nov.
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