An online-heavy holiday shopping season moved up the usual TV ad demand to be more concentrated around Black Friday.
| In the so-called “scatter” market where networks sell their remaining inventory left unclaimed by upfront advertisers, ad buyers saw the amount of available inventory dry up and prices soar in the weeks immediately leading up to and following Black Friday. Ron Blevins, vp of media at TV ad buying agency Marketing Architects, said that ad prices were 10% to 15% higher than the normal or expected rates during the week of Thanksgiving and into the week of Nov. 30. Advertiser demand was likely higher and more concentrated around Black Friday because advertisers are much more reliant on online shopping for their holiday sales this year. Read more below. An online-heavy holiday shopping season moved up the usual TV ad demand to be more concentrated around Black Friday. Unlike other publishers that have built businesses around licensing their proprietary technology, media companies are not the primary target customers for AxiosHQ. For Digiday+ members, thanks to record e-commerce sales, it’s been a good year for direct-to-consumer founders. Except, maybe, for founders of direct-to-consumer razor startups. Other things to know about In this comprehensive new guide, learn tips and best practices for building intuitive and personalized voice search experiences. Sponsored by Algolia. Today’s mobile in-app environment is viewable, measurable — and where audiences of all demographics are spending a large part of their time. Download this micro-report for tips and advice for getting into mobile in-app. Sponsored by MoPub. | | |
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