REVShare Emerges as Successful Alternative to eBay's Television Spot Trade System for Scatter Market |
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By: REVShare Posted: 2007-04-25 09:58:22 |
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REVShare's time-tested TV advertising model solves recent challenges of automated spot trading while satisfying both the needs of advertisers and media. The hybrid model incorporates direct response (DRTV), cost-per-action (CPA), and traditional audience measurement. REVShare's technology, CPA Metrics™, provides advertisers with impressions and rating points equivalency, as well as daypart and DMA delivery of CPA schedules, without compromising stations. From having a long history of media relationships, REVShare's current advertising network is comprised of over 1,200 properties, including local cable, broadcast, syndication, and network cable, penetrating 110 million households totaling 93 percent of the U.S. population.
As a 20-year television industry veteran, Joseph Gray, CEO of REVShare, is not surprised that there has been market resistance to eBay's new spot television auction site. "There are two basic tenets to REVShare's model which have been fully embraced by both media and advertisers. First and foremost, our model does not commoditize media. Second, our model is performance-based, wherein advertisers only pay for media on the basis of consumer response, upholding accountability, while mitigating the effects of DVRs," states Gray. "It is imperative that the industry continue to develop platforms which increase the level of accountability of television advertising. Hybrid models which include traditional and advanced data combined with any form of measurable engagement or response metrics should be welcome news to both the networks and advertisers," said Patrick Ivers, managing partner of The Band, an agency specializing in enhanced TV advertising. "We applaud REVShare in its continuing efforts to benefit both networks and advertisers alike." "It really does take two parties to make a television auction trade environment work, the advertiser/agency and the media property," states Adam Warren, REVShare's VP of Network Sales. "The problem is that while the advertiser embraces the concept of automated CPM bid models, the television properties do not. The media is more interested in a model that allows them to monetize inventory without exposing individual station economics. REVShare's ability to project audience reach will better quantify the value of Scatter Market CPA inventory. Advertisers will receive comprehensive consumer response data as well as projected viewership data segmented by demographic, DMA, and daypart. The only thing the advertiser won't know is which consumer responses equate to which stations." REVShare's CPA Metrics facilitates a timely solution for brand advertisers, many of whom have already turned to direct response searching for new metrics and greater accountability. "Brand advertisers' adoption of direct response strategies has been an unstoppable tidal wave," states Warren. "REVShare has worked very diligently to perfect the reporting methodologies that incorporate viewership data with a number of proprietary methodologies to quantify cost-per-thousand and cost-per-point equivalency to CPA data. These new metrics can now be shared with agency partners in a way that does not compromise the interests of our network media partners." About REVShare Founded in 1989, privately-held REVShare specializes in cost-per-action (CPA) television advertising. The company has relationships with more than 1,200 combined English and Spanish local market television stations, cable systems, syndicators and networks which together reach 110 million U.S. households and are willing to provide television time on a results basis. With a customer-oriented team, proven client results, state-of-the-art technology and marketing acumen, REVShare continues to lead the industry in the evolution of television advertising models to meet the challenges of the next generation of convergence and interactivity. For more information on REVShare, please call 1.800.819.9945 or visit www.revshare.com. |
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