Short Takes: TV Beats Digital Again

Time to start embracing the GRP, reach and frequency, three martini lunches, handshake deals, whatever it takes. Because TV is beating digital by playing the same old low-tech games.

At least that’s a takeaway from a new survey released by the Association of National Advertisers, which found that 47 percent of marketers increased their TV budgets since 2009. That’s during a brutal recession and during a time when online media consumption ballooned.
For executives from the digital media world, this should be eye-opening. Marketers still love the sight, sound, motion and brand impact, despite all of its targeting shortfalls and lack of interactivity. During a panel session at Digiday’s Digital Publishing Summit in Bonita Springs, Fla., on Monday, MediaKitchen CEO Barry Lowenthal lamented the idea of the digital media industry adopted TV’s the GRP as “sad” and “backward.” It will be even sadder if the digital ad industry doesn’t start commanding a bigger share of dollars. Fights over metrics will seem backward at some point.

More in Media

climate change revenue

Lacking financial incentives, sustainability remains a hope, not a promise, in digital advertising next year

Reducing carbon emissions from the digital ad ecosystem is an important priority, but various players are skeptical that much can — and is — being done to practice sustainability.

Google’s 2024 cookie deprecation deadline is still on, says vp of global advertising Dan Taylor

Google’s vp of global ads is confident that cookies will be gone from Chrome by the end of next year, despite all the challenges currently facing the ad market.

Mythbuster: How the inconsistent definition of click-through rates affects publishers and their advertisers

Some email newsletter platforms’ click-through rates are actually click-to-open rates, which are measured against the number of emails opened rather than the emails sent. But buyers seem to prefer it that way.