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Omicron is not engaging TV news audiences

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Omicron is not engaging TV news audiences


Remarkable data from smart TV analytics platform Samba TV suggests that, just as cases caused by the Omicron variant spike, TV news audiences are weary of the whole subject. Samba TVs analytics capabilities are built into smart TVs and can be mapped to other screens. It creates content recommendations for viewers while offering data and metrics to content creators and advertisers.

The Omicron data comes from monitoring audiences for the three main U.S. cable news networks, CNN, Fox News and MSNBC. The metrics show the greatest audience reach for the November 2020 election, but also spikes in viewership coinciding with the pandemic’s onset, last winter’s spike in cases and the Delta spike in late summer (comparable with the spike of interest that coincided with the Black Lives Matter protests in summer of 2020).

Read next: 2022 predictions on CTV and cross-channel advertising

Although numbers of Omicron cases have outstripped those caused by earlier variants, audience reach across the three channels has remained essentially flat from October 2021 through the beginning of January 2022.

Graphic courtesy SambaTV.

Why we care. There are a number of things to care about here, from that exponential leap in cases at the right of the above chart to the depressing sense that even cable news viewers can’t take much more news. But there’s a reason marketers should care too. Slowly but surely, audience analytics for smart TV are catching up with analytics for the rest of the digital eco-system. Smart or connected TV may not be the whole solution for addressability in the post-cookie world, but it’s set to be an important part of it.

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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Taboola automates personalized homepages

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Taboola automates personalized homepages


The new Homepage For You offering announced by native advertising and discovery platform Taboola will use AI to automate the curation of relevant and personalized content on websites’ homepages. The automated surfacing of content likely to engage readers will complement editors’ existing ability to curate homepage experiences.

Among publishers already using the solution are McClatchy and The Independent. Beta testing showed a 30-50% increase in CTR with use of the tool. The dataset on which recommendations are based includes some 500 million daily active users.

Why we care. Adam Singolda, CEO and founder, said in a release: “If you open up a social media app, you are greeted with content you really want to see. For publishers, the most loyal readers are those who visit a homepage directly and look for editors to tell them what’s important for them to know.”

This is a telling argument. Social media channels like Instagram, TikTok and YouTube present personalized, curated experience the moment they are opened based on the user’s previous behavior. A solution like Taboola’s should take publishers in the direction of being able to compete — although many publishers will still want to strike a balance between editorial content and native advertising.


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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How to Develop Brand Architecture

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How to Develop Brand Architecture


Just like every building needs a foundation, every business needs brand architecture. It’s the structure that allows you to organize your offerings, develop a brand identity, and gain brand equity.

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Webinar: The next big thing in ABM

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When it comes to prioritizing digital experiences, it's either now or never


Account-Based Marketing is essential to any B2B strategy. And advanced practitioners are now looking for the tools to give them an edge to better connect with their audiences.

This requires sales and marketing to work together to identify and engage buying groups within their target accounts. Enter Buying Group Marketing.

To learn more, register today for “Market, Engage and Sell to Buying Groups Who Want to Hear From You,” presented by Influ2.

The post Webinar: The next big thing in ABM appeared first on MarTech.



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