Last chance to save on Digiday Publishing Summit passes is February 9
This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
TV and streaming ads have historically been bought on the basis of how many people are shown an ad. But performance-minded marketers prize how many people did something after seeing an ad, such as visiting an advertiser’s store or purchasing its product.
This emphasis on performance has led some TV network and streaming service owners to offer guarantees based on their ability to deliver against specific business outcomes. As explained in the video below, the ad sellers are not so much pledging to generate a specific outcome count as a relative impact.
More in Future of TV
Inside NBCU’s $3 million Peacock Super Bowl pitch
February’s Big Game carries a big price tag for streaming inventory, and buyer need to double down. Still, it hasn’t put marketers off investing.
Future of TV Briefing: The creator’s economy’s ‘very loud, dirty little secret’ of brands’ late, delayed payments
This week’s Future of TV Briefing looks at how lengthening payment windows and late payments from brands continue to roil the creator economy.
Programmatic advertising on TV is set to increase this year
Comcast said programmatic ad spend on TV s trending up, as access widens and old borders between CTV, streaming and linear dissolve.