Amazon is offering advertisers a unique marketing opportunity within “Thursday Night Football,” inviting them to take advantage of new streaming tech by programming different creative messages within the same 30-second slot. “For the first time in NFL history, fans across the country will no longer view the same national commercials while enjoying live coverage provided by Prime Video on Fire TV devices,” Amazon said at the NewFronts. For example, an automotive brand could promote sports cars to younger adults, SUVs to outdoor enthusiasts and a general spot for everyone else — all in the same 30-second window. Continue reading Amazon Offers New Ad Model for Thursday Night NFL Games

Measurement is emerging as a major issue to be addressed at this year’s advertising sales presentations known as the TV Upfronts, taking place this month in New York City. Companies slated to present range from established players like NBCUniversal, hosting May 15 at Radio City Music Hall, to Netflix, which joins the heavyweights with a May 17 event at the Paris Theater. An increased emphasis on streaming platforms, which allow specific measurements rather than the panel extrapolations that have been the norm in the broadcast era, has shifted the focus to the analytics firms that quantify consumer viewing and identify patterns. Continue reading TV Upfronts to Contend with Analytics Upended by Streaming

Netflix is introducing its ad-supported tier in the U.S. starting November 3, at a monthly subscription fee of $6.99. The Netflix economy service will reportedly average between four and five minutes of ads per hour, with individual spots running 15 seconds to 30 seconds. Certain TV shows and movies won’t be included on the ad-supported tier due to contract restrictions. To provide advertisers with viewership measurement, Netflix will begin using Nielsen’s digital measurement service in the U.S. starting in 2023. This will mark the streaming giant’s first third-party ratings. Continue reading Netflix Ad-Supported Plan to Debut Nov. 3 for $6.99 per Month

ViacomCBS is teaming up with software and data company VideoAmp to develop a new advertising tracking and audience-measurement tool for linear and digital television programming. The move comes as networks and other content providers express increasing dissatisfaction over the methodologies of longtime industry measurement stalwart Nielsen, which media outlets claim has failed to accurately gauge viewers who have shifted from linear viewing to streaming on demand. Last month, Nielsen’s accreditation was suspended by the Media Rating Council. Continue reading ViacomCBS and VideoAmp to Develop TV Measurement Tool