Beet.TV http://www.beet.tv The root to the media revolution Fri, 05 Feb 2016 11:02:40 +0000 en-US hourly 1 https://wordpress.org/?v=4.4.2 Nielsen Onboarding TAM As Measurement Wars Heat Up http://www.beet.tv/2016/02/iabnielsenwong.html Fri, 05 Feb 2016 11:02:40 +0000 http://www.beet.tv/?p=37552 PALM SPRINGS – After comScore’s merger with Rentrak to combine multi-platform media measurement, it’s over to you, Nielsen.

Ad agency Group M chairman Irwin Gotlieb last year told Beet.TV media measurement is broken because measurers are using the wrong yardstick in the multi-screen era.

So last year Nielsen launched Total Audience Measurement, a way to apply its Total Content Ratings to viewing across all screens.

Nielsen product leadership SVP David Wong tells Beet.TV that, after a couple of quarters, the system is now “in an onboarding phase” – seeking customers to come aboard, reporting that viewing.

“Over the next few months, the platforms will light up,” Wong says.

“Video is where all the growth is going to come in the future,” he adds. “That’s where Nielsen is focusing all our efforts to solve … complete, total audience video measurement – measuring video regardless of how it’s distributed, how it’s consumed, how it’s monetized, and to be able to do this in a consistent way with a comparable methodology across all these platforms.

“We have measurement for everything that shows up on the TV glass… all DVR viewing, VOD viewing, even over-the-top platforms… the problem we’re solving right now is, how do we bring in the digital part from computer and mobile devices?”

We conducted this interview last month at the IAB Annual Leadership Meeting.

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Deloitte Gets In To TV Tech Tools Game: Ledger http://www.beet.tv/2016/02/cesdeloitteledge.html Thu, 04 Feb 2016 12:34:24 +0000 http://www.beet.tv/?p=37558 LAS VEGAS — These days, it seems it is no longer enough for a consulting firm to just offering consulting advice – you have to back it up with implementation, too.

That’s what Deloitte is doing by partnering with three software providers to wrap up their offerings as one of its own, the so-called MarketMix for Media.

The company says the suite is an “over-the-top (OTT) platform to help Media and Entertainment (M&E) companies launch, monetize, and manage direct-to-consumer (DTC) content offerings”. Launched at the recent Consumer Electronics Show, it is comprised by three prongs:

  1. Adobe Marketing Cloud, for managing advertising.
  2. Zuora, for testing and managing pricepoints and subscriber relationships.
  3. Salesforce, to handle customer CRM.

So why is Deloitte getting in the game? Deloitte Digital principal Danny Ledge tells Beet.TV: “We looked at this as a two-stage shift in viewing behaviors:

  1. “Millennial buyers are no longer spending the majority of their time viewing content on traditional TVs. That time’s shifting away to non-traditional platforms.”
  2. “The decline in subscription households in dollars for MVPDs, TV operators, cable operators. That’s starting to really make a big dent on the impact of those businesses.”

Announcing its involvement, Adobe said: “The TV market has shifted. The growing adoption of OTT services among consumers has created an opportunity for media companies to develop a direct relationship with their audience instead of relying on distributors.

“This often involves a complete digital transformation that includes running new business operations, deploying new technology, and managing new engagement models.”

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Programmatic Ad Rates Will Be Higher Than Direct: Meredith’s Schenck http://www.beet.tv/2016/02/meredithschenck.html Thu, 04 Feb 2016 12:01:08 +0000 http://www.beet.tv/?p=37506 When programmatic ad trading entered the marketplace in the form of real-time buying from open online ad networks, many publishers feared it would devalue their inventory.

But, slowly, publishers have begun to exert controls to keep pricing higher than that. Now rates could rise higher again, one exec says.

“Publishers put their inventory in too quickly and didn’t manage that inventory – we started off in a low-rate environment,” programmatic VP Meredith Chip Schenck tells Beet.TV in this video interview. “That stigma has stuck.”

Since then, so-called private programmatic marketplaces, which ringfence inventory sources in to premium clusters, have done much to ease publishers’ concerns.

“There should not be a rate difference,” Schenck says. “We foresee a time when programmatic premium buying should actually be more expensive than standard direct buying for run-of-network or run-of-site media.”

Meredith is now making more revenue from premium programmatic than from open programmatic, and Schenck thinks there are more potential ways than even private marketplaces in which publishers can wring premium value from programmatic trading.

This video part of a series about the state of programmatic advertising sponsored by OpenX.  Please find other videos from the series here.

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One Screen Good, All Screens Better: Bloomberg’s Caine http://www.beet.tv/2016/02/bloombergcaine.html Wed, 03 Feb 2016 11:31:27 +0000 http://www.beet.tv/?p=37501 PALM SPRINGS — Bloomberg appears to have been undergoing a renaissance lately, with a line-up of strong products and a solid identity running across its many media outposts.

In the latest new advertising tie-up, Bloomberg Media has sold a sponsorship for the green room, during its new Bloomberg Go morning TV show, to Hewlett Packard Enterprises.

Variety reports: “The network joins some of its rivals in TV’s frenetic morning-news scrum in letting advertisers gain a seat, of sorts, at their news desk.”

How does Bloomberg sell ads across not just TV, but multiple screens? “This is all about innovation, more so than even disruption,” chief revenue officer and client partnership officer Paul Caine tells Beet.TV in this video interview.

“We’re in this state right now where consumers are continuing to adopt our platforms, continuing to engage with our premium content.

“There are many issues that have faced this industry – but we’re at this inflection point where it is all about how to best connect with our customers.”

We interviewed him last month at the IAB annual leadership meeting.

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Hearst Reaches Maturity With Programmatic: Parker http://www.beet.tv/2016/02/hearstparker.html Tue, 02 Feb 2016 23:07:23 +0000 http://www.beet.tv/?p=37504 Time was, newspaper folk sneered with apprehension at the rise of programmatic methods of digital ad trading, fearing automation in real-time open markets would devalue their ad inventory.

But times have changed, and those publishers which have dipped their toe in the water are finding growing returns on their terms.

“Programmatic is now a transactional channel that is just as viable as the traditional IO, direct channels,” Hearst digital revenue and analytics VP Susan Parker tells Beet.TV in this video interview. “We are moving more in to high-impact branded inventory – it’s no longer the back-fill.”

Parker acknowledges the newspaper business is somewhat “traditional”. She says she has an “educational” role to explain that programmatic technology “is not marginalising our direct sales”, telling newsprint execs: “Stop thinking about it as a channel and more as a technology.”

Despite operating papers around the US, Hearst has centralized its programmatic operations in New York to cater to national audience scale.

And Parker says she has tested an array of technologies: “We did not want to be locked in to any particular partner or platform. The market’s changing too fast. With the incredible diversity in ad-tech platforms, there’s no way to say we’re just going to do one thing; we’d be missing out on too many things.”

This video part of a series about the state of programmatic advertising sponsored by OpenX.  Please find other videos from the series here.

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As Merger Closes, Rentrak & comScore Push ‘New Model’ For Media Measurement http://www.beet.tv/2016/02/rentraklivekcomscore.html Tue, 02 Feb 2016 01:28:27 +0000 http://www.beet.tv/?p=37497 PALM SPRINGS — The merger of media measurement houses comScore and Rentrak just completed, heralding what the pair say is a new era in consumer tracking for brands and publishers.

According to comScore, the new entity can now see

  • 260 million desktop screens
  • 160 million mobile phone screens
  • 95 million tablet screens
  • 40 million television screens
  • 120 million video-on-demand screens
  • 40,000 movie theater screens

Brands are pushing for holistic media measurement to take account of multi-modal consumer viewing in the digital age. Whilst comScore’s heritage is in online measurement, Rentrak majors in set-top box and movie measurement.

Rentrak CEO Bill Livek tells Beet.TV, in this video interview: “We’re creating nothing short of a new model for the dynamic, cross-platform consumer.

“Cross-platform measurement is just in its infancy. But … when you add all the over-the-top digital platforms, there are a lot more consumers watching great TV shows. That’s great for the brand owners – they can use time and device as targets like never before.”

In the merger statement, Livek says: “The media industry can no longer be measured with samples in the thousands of households or individuals. The solutions our customers need must be based on unifying and making actionable massive amounts of information they can use as both a currency and to better manage their businesses.”

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Turn’s New CEO On Video And The ‘Three-Legged Stool’ http://www.beet.tv/2016/01/turnfalck.html Mon, 01 Feb 2016 04:02:04 +0000 http://www.beet.tv/?p=37486 PALM SPRINGS — The world of advertising demand-side platforms is so new, most people may only have dealt with one or two. Bruce Falck says he has worked for five.

Falck spent just four months as Brightroll’s COO until Yahoo acquired the company, last year joining Turn, the ad tech platform which boasts a DSP, a data management platform and an analytics offering, as CEO.

So what is Falck’s priority? “My big focus at Turn is going to be building out our video capabilities,” he tells Beet.TV in this video interview.

“Video is the fastest-growing segment in programmatic. Marketers need to have a unified buying platform that allows them to buy ‘Bruce’ wherever ‘Bruce’ is online.”

A year ago, Turn was granted five US patents to help them do just that, covering programmatic bid decisioning and anonymous data mining and warehousing. T

Times are changing, Falck says: “With the advertiser leaning in on the DMP but still relying on an agency to do the activation, it’s creating interesting opportunities for partnership.

“I call it the ‘three-legged stool’, where you have an agency, the brand and Turn sitting around a table together, with the brand using the DMP, the agency using the DSP and Turn as the technology provider consulting them on how to get to scale.”

This video part of a series about the state of programmatic advertising sponsored by OpenX.  Please find other videos from the series here.

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Sourcepoint Barokas’ Melds Ad Transactions To Beat Blockers http://www.beet.tv/2016/01/sourcepointbarokas.html Mon, 01 Feb 2016 03:56:33 +0000 http://www.beet.tv/?p=37466 If you believe some of the market research about the prevalence of consumer ad blocking, the sky is falling on a publishing industry that has long depended on advertising.

Those surveys may or may not be wholly accurate, but Ben Barokas is intent on solving the problem.

Whilst working as general manager of marketplace development at Google, Barokas says German publishers reported 40% of readers using blockers, pleading to the Chrome browser maker for help.

That help comes in the form of Sourcepoint – Barokas’ startup, which got $10m in funding last year to tackle the matter.

Sourcepoint does that by powering publishers to present readers running blockers with several options, ranging from “pay up”, to a gentle cajoling and more.

For Barokas, it’s about up-ending the historical “implicit transaction” in which consumers get free content for viewing ads.

“We need to change this – to make an explicit transaction… to have a conversation and engage the user around how they would like to compensate the publisher,” Barokas tells Beet.TV.

He says publishers are “put in jeopardy by individuals that thought they could get away with stealing content”.

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Genesis Media Figures Out Out-Stream: CEO Yackanich http://www.beet.tv/2016/01/cesgenesisyackanich.html Fri, 29 Jan 2016 10:44:49 +0000 http://www.beet.tv/?p=37460 LAS VEGAS — When should you put an in-article video ad on a page – and when should you hold back?

Two-year-old Genesis Media of New York is an ad tech platform aiming to sensitively place auto-playing out-stream video ads, a format that is gaining in popularity.

“Video ad formats are easy to build, they’re difficult to deploy,” Genesis Media CEO Mark Yackanich tells Beet.TV in this video interview.

“You need a better pool of signals to determine when and where you deploy these ad formats.”

Yackanich says Genesis employs math, unique to his business, to determine appropriate placement: “There are certain categories of content where these units make sense. Our job is to understand which pages those are.”

Genesis, already up to a reported $13m in investment, claims to have grown its business by 2.5 times last year, calculating on 25mn URLs every day for hundreds of publishers.

 

This video is part of a series produced at CES which are sponsored by Adobe.

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Adobe’s TVMM Is First OTT TV SSP: Videology’s Gaskamp http://www.beet.tv/2016/01/cesvideologygaskamp.html Fri, 29 Jan 2016 10:42:24 +0000 http://www.beet.tv/?p=37463 LAS VEGAS — Back in December, Adobe updated its Primetime ad platform with TV-buying capability, dubbed TV Media Management (TVMM), powered partly by Videology.

The feature aims to let broadcasters plan and package up ad slots in their over-the-top (OTT) offerings. So, what is the big idea?

“The content emerging on all of those platforms is premium content from broadcasters,”North America SVP Brent Gaskamp tells Beet.TV in this video interview.

“There’s been a struggle to determine how to monetize that inventory, because there’s not a Nielsen rating.

“They’ve been sitting on all this great VOD content, not knowing how to package and sell it because it’s lacked a key data set. A solution that allows the application of data … is great.”

 

This video is part of a series produced at CES which are sponsored by Adobe.

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