{"id":2020,"date":"2021-11-19T08:30:28","date_gmt":"2021-11-19T13:30:28","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/11\/19\/no-its-not-just-you-buying-tv-ads-is-getting-harder-heres-why\/"},"modified":"2021-11-19T08:30:28","modified_gmt":"2021-11-19T13:30:28","slug":"no-its-not-just-you-buying-tv-ads-is-getting-harder-heres-why","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/no-its-not-just-you-buying-tv-ads-is-getting-harder-heres-why\/2020\/","title":{"rendered":"No, It\u2019s Not Just You. Buying TV Ads Is Getting Harder. Here\u2019s Why."},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376252 = window.plc376252 || 0;\n            document.write('<' + 'div id=\"placement_376252_' + plc376252+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376252, [300,250], 'placement_376252_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376252++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong><em>By Daniel Church, Head of Advanced TV Product at Beachfront<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s just say it: Buying TV ads is challenging. It\u2019s way too hard.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Time was, the big cable companies like Comcast, Altice, and Charter would have massive sales teams that would strike deals with smaller cable distributors and rep their inventory in exchange for a cut. They would go to a regional cable provider, for example, which had 250,000 subscribers and say, &#8220;Here\u2019s a check for X million dollars. I&#8217;ll give you 70% of everything I sell above that.&#8221; It was a great deal for the small cable companies <em>and<\/em> the big guys, and advertisers got simplicity and scale with their buys. Everybody was happy.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Fast forward to today, and the small cable distributor subscribers are getting even smaller. The big cable companies are hawking less of their inventory, focusing instead on selling their own supply. They\u2019ve changed their tune to: &#8220;I&#8217;m no longer giving you a guarantee. I&#8217;ll give you half of whatever I sell\u2014if I sell it.&#8221; These distributors have hired sales teams to sell their own inventory to survive\u2014and the upshot is a nightmare for TV ad buyers that want to tap into these environments.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now let\u2019s be clear, linear cable TV subscribers are falling, but there <a href=\"https:\/\/techjury.net\/blog\/cable-tv-subscribers-statistics\/#gref\" aria-label=\"are still 74 million of them in the US, read on tech jury\">are still 74 million of them in the U.S.<\/a>, and those 74 million people watch a lot of TV and buy a lot of stuff. So if you want to buy linear TV and reach highly-engaged local audiences, linear cable TV is still a killer channel for brands and advertisers.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">The caveat is you now have to wade through an increasingly fragmented landscape\u2014one that is awash with less experienced sellers and a lot of hassles. The market is becoming a lot more fragmented, which means a lot of people are advertising on big cable providers and ignoring the rest.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>This is an area where TV buying has moved <em>backward<\/em> over the past five years. <\/strong><\/h4>\n<p class=\"wp-block-paragraph\">The cable marketplace has become fragmented and slow. It can take two weeks to understand what inventory is available for each provider and another two weeks to get it executed. The linear TV buyers at some performance agencies, for example, have hundreds of people aggregating reports from all of these different cable companies. Hundreds of people!<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So if you want to buy linear TV and have a product that relies on this audience, it&#8217;s harder to activate inventory. It&#8217;s taking more resources, it\u2019s harder to set up\u2014and reporting happens at least a week after the campaign has ended, so you\u2019re not even sure what\u2019s been served until well after the fact. And you need more buyers to talk to more sales reps to get to any kind of scale. You get the idea.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A lot of these cable companies have never had to sell inventory directly. They don&#8217;t understand the advertising considerations. Linear TV is expensive\u2014not just to buy, but also to sell and service. Somebody on the cable side has to fill a schedule of ads, and this could come from multiple places. It&#8217;s insanely manual. Eventually, they also have to send that information back to the buyer, which is also slow and process heavy. And they do this every single day. Rather than invest to make legacy systems interoperable, many of these cable distributors are also trying to shift to the streaming side of things, which leads to even more fragmentation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We feel their pain. And (shameless plug here) it\u2019s this pain that we\u2019re trying to fix with Beachfront. We integrate directly into the cable providers\u2019 servers or headends. That allows cable companies to either do a channel carve off which tells us which channels they\u2019re not currently monetizing. Or they can put something in the schedule (a category code) that says a channel or spot is approved for real-time sale.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When a cable TV headend reads that category code, it initiates a call, and it\u2019s programmatically optioned and sent back within two seconds. In other words, we get a call to air an ad and in two seconds, figure out where it should go. And then immediately after it airs, we can generate a report showing it went live and what it cost. If we can&#8217;t fill an ad spot, we replace it with a direct response ad that the cable provider would have been running anyway, so there\u2019s no downside.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Whether it\u2019s ours or someone else\u2019s, these kinds of solutions are the future for all cable providers. Advertisers want to meet consumers where they are, which means they want to run on linear TV <em>and<\/em> connected TV (CTV), but they don\u2019t want to pay for the overlap if they\u2019re reaching the same audience twice. So if you run an ad 50% on linear, you want to be sure you can reverse-target on digital and CTV too.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not magic, but for many cable services, it\u2019s the next best thing. And for advertisers, it takes an awful lot of the pain out of buying linear TV.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376253 = window.plc376253 || 0;\n            document.write('<' + 'div id=\"placement_376253_' + plc376253+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376253, [300,250], 'placement_376253_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376253++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Let\u2019s just say it: Buying TV ads is challenging. It\u2019s way too hard.<\/p>\n","protected":false},"author":7,"featured_media":2021,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-2020","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>No, It\u2019s Not Just You. Buying TV Ads Is Getting Harder. 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