February 6, 2013
This year’s Super Bowl commercials sported a distinctly digital theme. For starters, nearly half of the network TV ads were delivered digitally via the Extreme Reach platform. Also, a record number of Super Bowl commercials were introduced both on TV and online. And, during the game, most TV ads aimed to drive viewers to the Web.
The ad industry’s biggest event is an insightful indicator of advertising trends. This Marketing Land article points out some interesting cross-media trends among this year’s crop of Super Bowl ads. More than 80% of ads that aired during the Super Bowl featured an online call to action, driving TV viewers to Twitter, Facebook, or branded webpages. Almost all of these digital destinations featured interactive video content, taking the opportunity to directly engage with TV viewers once they made the jump online.
TV and online video advertising can be interconnected in a variety of ways that leverage the unique advantages of each medium while gaining new benefits from tying them together. Here’s an example of how stunning HD TV ads can now be instantly transformed into interactive ads for online video campaigns.
January 30, 2013
You’ve come a long way, baby.
It seems it was only a very short time ago that TV stations began receiving their ad content via the internet. In the early days, they said it couldn’t be done. But now, it is arguably the preferred transmission method.
In December 2012, Extreme Reach achieved an amazing milestone: 99.9% of broadcast TV stations in North America now receive their commercials electronically via Extreme Reach.
We’d like to extend a heartfelt THANK YOU to all of the broadcasters that have helped us achieve this milestone. By doing so, they now receive their ad content in the most efficient manner possible. And according to WFFF/WVNY Operations Manager Ken Kasz, “Life is so much easier now. It’s clear that you guys have been doing this long enough to make it easy.”
It’s the cloud computing technology behind the Extreme Reach platform that enables advertisers and broadcasters such as WFFF/WVNY to work smarter, faster and much more efficiently. This efficiency, speed and accessibility was paramount during our recent election year, and is an ongoing concern for broadcasters when they face inclement weather. Each year, severe storms bring standard shipping methods to a halt and adversely impact content delivered via satellite.
So, if you’ve been contemplating the move to file-based ad deliveries, it’s never too late. Extreme Reach is here to make it easy.
Tom Falcone is the Vice President of Network Relations at Extreme Reach.
December 5, 2012
It’s time to turn down the volume! In mid-December, content providers will face new challenges as they strive to comply with the CALM Act’s new audio level regulations for commercial advertisements. Fortunately, your team at Extreme Reach is here to help.
The FCC’s Commercial Advertisement Loudness Mitigation (CALM) Act takes effect December 13, 2012. Under this law, media uploaders and TV media must strive to tone down excessively loud commercials so that consistent audio levels are maintained from program to interstitial material. Content providers are already implementing new procedures and installing new monitoring equipment to prepare for these new regulations, as failure to comply with the CALM Act could result in significant fines.
To help you avoid these penalties, the Extreme Reach support team can offer suggestions and make recommendations to help you meet these new requirements.
The Extreme Reach platform and quality control capabilities will also be key in monitoring uploaded ads to see if they meet the CALM Act’s standards. If content does not conform to the new CALM specifications, the Extreme Reach team can normalize the file to meet the new loudness requirements. If the content is too far outside these requirements or cannot be normalized correctly, our support team can work with providers to re-submit content that meets the proper specifications.
The transition to these new regulations might seem challenging at first, but our team is here to guide you through this process. For more info on the CALM Act and how Extreme Reach can help you prepare for the December 13 deadline, check out this handy reference sheet or contact our support team.
Brian Kloeckner is the Director of Video Technology at Extreme Reach.
October 26, 2012
Recently, I had the pleasure of being a host at The Business Affairs Round Table in NYC, sponsored by Extreme Reach.
The venue was at capacity as Business Affairs, Casting and Production professionals discussed commercial production and union talent issues currently facing the industry.
I’d like to thank our keynote speaker, Stacy Marcus, an attorney in Reed Smith’s Advertising & Technology group. Stacy is well-known for her position as a negotiator for the ANA/4A’s Joint Policy Committee, which bargains the talent union contracts on behalf of the advertising industry. Her presentation, “To Be or Not To Be… A Commercial”, touched on some pressing topics.
Determining when branded videos fall under union contracts on the web isn’t easy. There is no hard and fast definition of an “internet commercial” in the SAG Commercials Contract — yet how we pay the performers and “real” people that appear in Web content depends on that contract’s language. And the difference in price can be substantial. As a result, this topic generated a wave of questions and numerous descriptions of the dilemmas industry professionals face on a regular basis. For example, length alone doesn’t define a commercial. Content that runs two minutes and 43 seconds can be considered a commercial. Content that’s 30 seconds may not be.
The discussion was lively, entertaining and illuminating. And I’ve barely touched the surface of what was covered.
Although this was just the inaugural event, I’m confident that future Business Affairs Round Table meetings will provide a great opportunity for our industry to share ideas and discover solutions. We’re looking forward to hosting these gatherings in New York, Chicago, LA and elsewhere on a regular basis. If you’re interested in learning about future events, or have suggestions for topics you’d like covered, contact us! We’d love to hear from you.
Jo Ann Kessler is the VP, Director of Business Affairs at Extreme Reach.