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Here’s Why Wednesday Might Be the Best Night for TV Advertising Jeff Greenfield, COO, C3 Metrics, said Wednesday ends up as No. 1 in ROI for several reasons. TV ad inventory is priced lower on Wednesday night than Sunday night, and the quality of TV shows is higher on Wednesday and Thursday than Monday and Tuesday, which also leads to higher audience engagement and makes them less likely to focus on smartphones and tablets while the TV is on. Wednesday is the “sweet spot” for consumer attention, said C3 Metrics, given that on Mondays people are busy with family chores and activities as they return to work and school. But as the week goes on they finish their errands, and consumers begin to focus more on leisure time. Then, when Thursday night arrives, people are starting to make their weekend plans. C3 Metrics said Thursday night is the best ROI performer for theatrical advertising, as has been the case for years.
Here’s Why Wednesday Might Be the Best Night for TV Advertising Jeff Greenfield, COO, C3 Metrics, said Wednesday ends up as No. 1 in ROI for several reasons. TV ad inventory is priced lower on Wednesday night than Sunday night, and the quality of TV shows is higher on Wednesday and Thursday than Monday and Tuesday, which also leads to higher audience engagement and makes them less likely to focus on smartphones and tablets while the TV is on. Wednesday is the “sweet spot” for consumer attention, said C3 Metrics, given that on Mondays people are busy with family chores and activities as they return to work and school. But as the week goes on they finish their errands, and consumers begin to focus more on leisure time. Then, when Thursday night arrives, people are starting to make their weekend plans. C3 Metrics said Thursday night is the best ROI performer for theatrical advertising, as has been the case for years.
C3 Metrics Only Measurement Company To Achieve Google ADH Compliance Google made significant changes in the data it would make available to advertisers in compliance with the General Data Protection Regulation (GDPR). The restrictions were placed on media buyers using its data transfer service and DoubleClick ID, mainly on YouTube. Jeff Greenfield, chief executive officer at C3 Metrics, discovered last summer that the C3 tracking tags Google approved to run on YouTube were being phased out due to GDPR -- not just C3’s tags, but all companies, globally. “Google wants us to be able to do our job, but we need to do it without running tags,” he said. “Every week we have a standing call with them that our CTO joins, along with our chief developer.” C3’s budget to comply with Google’s certification sits at close to $2 million, Greenfield admits -- basically because it’s an ongoing project. “You can see some of the grumblings from the agencies and holding companies, because I think people just didn’t believe it would happen, which shocks me,” he said.
C3 Metrics Only Measurement Company To Achieve Google ADH Compliance Google made significant changes in the data it would make available to advertisers in compliance with the General Data Protection Regulation (GDPR). The restrictions were placed on media buyers using its data transfer service and DoubleClick ID, mainly on YouTube. Jeff Greenfield, chief executive officer at C3 Metrics, discovered last summer that the C3 tracking tags Google approved to run on YouTube were being phased out due to GDPR -- not just C3’s tags, but all companies, globally. “Google wants us to be able to do our job, but we need to do it without running tags,” he said. “Every week we have a standing call with them that our CTO joins, along with our chief developer.” C3’s budget to comply with Google’s certification sits at close to $2 million, Greenfield admits -- basically because it’s an ongoing project. “You can see some of the grumblings from the agencies and holding companies, because I think people just didn’t believe it would happen, which shocks me,” he said.
C3 Metrics Is Rare Industry Example of Putting Money Where Its Mouth Is “Of the many ways ad agencies and research firms pitch themselves, actually buying ads in the media they use or measure for clients is rare — particularly TV. But in a possibly unprecedented example of a marketing-services firm putting its money where its mouth is — or vice versa — analytics firm C3 Metrics is running direct-response TV ads on entertainment and sports programming and winning attention from clients and new business as a result. “We have clients spending up to $100 million a year on TV able to optimize down to a spot level,” Mr. Greenfield said. “So we thought if this is working for them, there’s got to be a way to make it work for us, even if our audience is much smaller. TV is still in our minds the most powerful medium out there.”
C3 Metrics Is Rare Industry Example of Putting Money Where Its Mouth Is “Of the many ways ad agencies and research firms pitch themselves, actually buying ads in the media they use or measure for clients is rare — particularly TV. But in a possibly unprecedented example of a marketing-services firm putting its money where its mouth is — or vice versa — analytics firm C3 Metrics is running direct-response TV ads on entertainment and sports programming and winning attention from clients and new business as a result. “We have clients spending up to $100 million a year on TV able to optimize down to a spot level,” Mr. Greenfield said. “So we thought if this is working for them, there’s got to be a way to make it work for us, even if our audience is much smaller. TV is still in our minds the most powerful medium out there.”