Would You Bet Against the Power of TV?

By:  Ronald C. Pruett, Jr. CEO, Mercury Media

We’ve been analyzing marketing measurement tools and developments for many years now, and there’s nothing more exciting than finding a blazing, controversial new trend. The past few years have certainly provided that kind of excitement as customers have sprinted toward digital, mobile and social media. But as much as I want to find something new to present to clients, there’s one thing that just won’t move. That something is TV.

Marketers need to accept the fact that TV has not gone anywhere and has simply grown into a bigger behemoth than ever before, despite the ubiquitous presence of digital touch points. Now TV is becoming more interactive and it is that interactivity that will make the most popular device in the house – the most popular electronic device since the light bulb, even – more entrenched. Interactive TV is where direct response will find its most important intersection.

A Guide to Interactive TV Terminology

By: Michael Goodman, Senior Director of Analytics, Mercury Media Boston

Interactive TV is redefining television and the lingo we use to describe it.  To help you navigate this ever-evolving platform, I have put together this official Guide to Interactive TV Terminology.

Mercury Media Releases “The Power of Television”

We’ve released the first installment of TV Perspectives, a new series of white papers, spearheaded by our Sr. Director of Research and Analytics Michael Goodman, that will explore innovations in cross-platform advertising with a focus on direct response television.   “The Power of Television” explores how innovations like Addressable TV, TV Everywhere and Interactive TV are leading the evolution toward a harmonious video delivery ecosystem that will fortify the power of television as an ad medium for years to come.  Download the complete white paper here.

A Guide to Interactive TV Terminology

FOCUS: INTERACTIVE TV

By: Chris Conderino, EVP, Director of Planning, Mercury Media New York City

Interactive TV has been bantered about for the last 10 years and seemed no more likely than beaming up to the Starship Enterprise.  Suddenly it’s all over the trades, with every sector of the advertising business either prognosticating on its future or building it.  As with any new advancement there are new words that describe new processes or redefine and expand the definition of common terms.  For example, “video” has replaced “programming” as the term for moving pictures with sound.  And “TV” has become a “channel” or “platform” rather than the only medium to use channels.

This collection of “interactive TV” terms should help you get started and ready for the new frontier.

Interactive TV, A Perfect Storefront

FOCUS: INTERACTIVE TV

By: Chris Conderino, EVP, Director of Planning, Mercury Media New York City

As a New York media buyer for several years, I have always said that television advertising should act as an extension of a company’s storefront, meant to lure shoppers in and make the cash register ring.  Today, as marketing budgets shrink and CMOs are asked to show results for every dollar spent, this philosophy is truer than ever.  My advice to marketers is to put their TV ad dollars where they will have the biggest impact on their bottom line – Interactive TV.  When it comes to media storefronts, there are few as enticing.