Now comes the hard part.
Next month the 4As (American Association of Advertising Agencies) will meet to discuss converting the spot TV currency from CPP (cost per point) to CPM (cost per thousand). This is a dramatic (overdue) change in that it will allow package integration with other media including internet, mobile, newspaper and even network television which are all priced based on CPM.
Here's where it gets tricky: Everyone knows a targeted impression is worth more than a non-targeted, broad reach impression and we've just added a new facet to the definition of targeted.
Web publishers and digital media buyers have figured it out. A general market ad network garners a lower CPM than a category vertical. I have less faith in the television industry. Why? Data. On the digital side they get it, on the linear side they don't. There's another problem. The real value of targeted television goes way beyond the spot TV market to sub-DMA and eventually to the household. The value of the targeted geography is only as good as the data, and the data can not be syndicated. Its different for every marketer. Don't think Nielsen is too happy about this either. They could have helped make this conversion 10 years ago but there is no incentive for them to eliminate the need for syndicated data as television currency.
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