Dive Brief:
- A Wall Street Journal article outlines a new concern for TV ad media buyers – the walled garden effect well-known in the marketing world from Facebook and Google’s closed systems with technology and data sets only applicable to campaigns on each ad platform.
- TV corporations are joining the data-driven advertising world taking cues from the digital world, but at the same time those companies are creating proprietary data-driven ad practices that some insiders worry will just be another version of the walled advertising garden for TV media buying.
- According to the article, some advertising executives would like to see the formation of a central technology platform that would allow marketers to buy across networks using a shared data set.
Dive Insight:
“The big thing we have to resolve is whether we’ll have walled gardens at each network,” Jonathan Bokor, senior vice president and director of advanced media at ad buyer MediaVest, told the Wall Street Journal. “If all of the TV networks look at the power of Google and Facebook, they’d all love to replicate that. And we’re not so into that.”
One development marketers can cheer is measuring campaigns across multiple channels, including more traditional channels like TV, is becoming easier.
Nielsen finally got into the act with its total audience measurement tool that tracks audiences across platforms. And late last month Nielsen announced a new metric, Social Content Rankings, that includes Facebook conversations and tweets from Twitter about TV shows on traditional broadcast and streaming services.
