Duplicate Messages Grow as Linear TV Audiences Stay Flat: Samba.TV Report

Coincidence or conspiracy?  Samba.TV just reported that duplicated impressions are growing on linear TV, resulting in both wasted ad spend and annoyed consumers.  In fact, 97% of linear impressions reach the same 55% of households.  Samba’s main message is that advertisers should spend more on non-linear TV to reach a broader audience and, presumably, reduce duplication.

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Google Extends Frequency Caps for CTV

February 4, 2022

Connected TV is one of advertising’s main frontiers, although at this point it’s well past the trailblazer stage.  But it’s still facing some challenges that more mature digital ad channels have largely addressed, such as applying frequency caps to limit how often the same person sees the same ad.  Google just knocked a few more bushes out of the way with a feature to control frequency across multiple CTV apps, rather than separately for each app.

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Gupshup Buys Knowlarity to Expand Communications Footprint

February 4, 2022

Off in another portion of the media forest, the communications platform vendors keep building their own empires.  The latest news is that messaging vendor Gupshup has purchased cloud communications platform Knowlarity.  The deal gives GupShup new capabilities for cloud telephony, contact centers, AI-powered chatbots, and speech analytics.  The combination of cloud communication platforms in marketing and customer experience applications probably deserves more attention than it’s been getting.

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One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.

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