Beet.TV The root to the media revolution 2017-08-23T21:51:27Z https://www.beet.tv/feed/atom WordPress Robert Andrews <![CDATA[Sell-Side Has Big Upside: Tremor CEO Zagorski]]> https://www.beet.tv/?p=47431 2017-08-23T10:39:24Z 2017-08-23T10:39:24Z [...]]]> No wonder he just sold his new company’s demand-side operations. Whilst there is ongoing consolidation of ad-tech players catering to advertisers and their agencies, video ad-tech outfit Tremor Video’s new CEO Mark Zagorski says the same is not true amongst platforms serving publishers.

“You haven’t seen a ton of consolidation, particularly on the sell side of the business, because there’s still a lot of scale to be grown,” he tells Beet.TV in this video interview.

“You’ve seen a trend toward demand-side businesses either selling off or consolidating. You haven’t seen that on the sell side, because there’s still tons of opportunity here.”

Tremor Video sold part of its business to Taptica of Israel in August with a $50mn price tag for the sale. The rationale was to exit a demand side that has become busy and to stop serving both sides of the business, something which may give rise to conflict of interest, but also because Zagorski sees the sell side with lots of head room to grow.

“The space is booming,” he says. “Video … is exploding. It’s only going to greater, with the news that you’ve seen … with folks like Disney saying they’re going to create their own OTT packages. Where we’re positioned is even more exciting. We’re in a sell-side position, there’s not a significant amount of competition…

“Look at the success of companies like The Trade Desk or Criteo – that is success that Tremor can and will emulate – very high-margin, fast-growth technology business that has nothing but prospects down the road.”

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Robert Andrews <![CDATA[For Modern Businesses, Data Is King, IBM’s Bob Lord]]> https://www.beet.tv/?p=47419 2017-08-22T10:36:44Z 2017-08-22T10:36:44Z [...]]]> Modern business strategy is no longer just about “technology” generally – these days, the technologists who can map out, mash up and mine data for strategic benefit are pivotal to an organisation’s direction.

That is according to an ad-tech exec who now runs digital operations at IBM.

“The developer and the data scientist now is a very big decision-maker in where businesses go,” IBM’s chief digital officer Bob Lord tells Beet.TV in this video interview. “The business strategy and technology strategy are now one in all businesses.

“The people who are bringing value to brands on behalf of agencies are those individuals who have the core data science skills and analytics skills and development skills to use technologies in very new ways.”

The former CEO of Razorfish, Publicis’ online platforms and AOL Platforms, Lord himself studied industrial engineering at syracuse, before getting his MBA from Harvard, closing the loop between the two disciplines in the 80s.

But data is now more important than ever to CEOs and CTOs, Lord says. And, in the changing world of advertising, where data is fuelling of performance-based, precision-audience-targeted ad creative, Lord sees every reason that traditional marketing and new-wave tactics can combine.

“There is still a very strong place for brand messaging,” he says. “But there is a much stronger and tighter link in to the data science underneath that, to make sure you not only get a brand halo but accentuate that brand halo through a data-driven strategy.”

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Steve Ellwanger <![CDATA[Collaboration Can Overcome Fragmented Audiences: Comcast Cable President Marcien Jenckes]]> https://www.beet.tv/?p=47259 2017-08-21T14:29:10Z 2017-08-21T01:23:15Z [...]]]> Can industry optimism and collaboration defeat fragmentation? From the viewpoint of Marcien Jenckes, the answer is a resounding yes.

Jenckes, who is President, Advertising, Comcast Cable believes now is the time to be very optimistic about what premium video can be.

“It is the best way for marketers to reach their audiences. We’re coming off of the greatest Upfront in history. There’s a lot of successes that we can look at,” Jenckes says in this interview with Beet.TV at the annual Comcast/FreeWheel Client Summit.

Add to those factors “this incredibly, from my perspective, optimistic collaboration between all the players in the ecosystem.” Whether it’s networks or distributors, “We know the power of what we have and if we work together we can create value for everybody,” Jenckes says.

Now for the challenges. Alongside audience and data fragmentation, they include new digital competition and the need to rationalize different sources of demand.

While the golden age of TV is upon us, more platforms and viewing choices are making it difficult to pull together audiences for advertising purposes. And fragmentation isn’t a problem solely limited to audiences.

“Everybody has their own different data pools. People are struggling for how do you create joint identity across platform, or how do you find that segments you’re looking for across multiple pools of data.”

Among the many tools that Comcast’s Advanced Advertising Group has developed is its new Blockchain Insights Program, which combines the capabilities of FreeWheel, Strata and Visible World. The initiative expands upon the advertising relationship between Comcast and NBCUniversal as well as new collaborations with Disney, Altice USA, Channel 4 (UK), Cox Communications, Mediaset Italia and TF1 Group (France).

The companies will work together on a new and improved advertising approach to facilitate the secure exchange of non-personal, audience insights for addressable advertising.

“For us, making sure that the tools exist for that to happen as efficiently and effectively as possible is critical.”

This interview was recorded in Manhattan as part of the Comcast/FreeWheel 2017 U.S. Client Summit “Unifying The New TV Ecosystem.” This series of videos from the summit is presented by FreeWheel.

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Steve Ellwanger <![CDATA[Starcom’s Amanda Richman Named CEO USA Of MEC/Maxus Merger]]> https://www.beet.tv/?p=47437 2017-08-18T20:14:10Z 2017-08-18T20:14:10Z [...]]]> About four months from the merging of MEC and Maxus, Starcom veteran Amanda Richman has been chosen as CEO USA of the as-yet unnamed entity. Coming on board in October, Richman will report to MEC Global CEO Tim Castree.

“Amanda is a fantastic choice to be our US leader,” Castree said in a news release. “She is universally liked and respected by her people, her clients and her partners in the marketplace and I’m delighted that she’s joining our global team.”

In the same release, Richman said the MEC offer “was just too good of an opportunity to pass up. With leading talent and tech in place, we have an opportunity to drive the new agency model forward faster, in partnership with our clients and the marketplace.”

As President of Investment at Starcom USA, Richman architected and led the agency’s cross-channel investment practice across clients including Airbnb, Bank of America, Kraft Heinz and Samsung. Previously, she served as President of Digital for Mediavest, building its digital team and capability. Prior to joining SMG, Richman held digital leadership roles at The Interpublic Group as Managing Director of their first digital agency, and at Time Warner leading client services for the company’s interactive television division.

The merger of MEC and Maxus takes effect in January 2018.

Beet.TV interviewed Richman earlier this year in Los Angeles at the 4A’s conference. We are republishing the interview with today’s news.

Despite great advances in digital and television audience targeting, platform-specific creative is a milestone the industry has yet to achieve. Until a silver bullet arrives, there’s some “simple stuff” that agencies and brands can do, according to Amanda Richman.

“One of them being, let’s bring together all the right parties that all have the same interest in success in the briefing process,” says the President of Investment & Activation at Starcom USA.

In this interview with Beet.TV at the annual Transformation conference of the 4A’s, Richman discusses the need for creative—not just media—to drive effectiveness and the eternal value of human input in a technology laden industry.

Richman believes that digital audience targeting has been perfected and new network television audience optimization products are showing lots of promise toward the same end. Programmatic “is certainly elevating our game” with respect to brand safety, when it comes to controls and processes.

“But we still have not put sufficient time, resources and attention really to the space around creative messaging that is more bespoke to the audience,” she says.

The goal is to make a more meaningful impact with consumers and engaging with them not only in a campaign “but maybe across a longer period of time.”

As for the “simple stuff that we still need to crack,” it starts with having the right people at the table during the briefing process and then sticking to the brief. “Let’s map out what it is that we’re trying to achieve and understand where we actually can make that happens,” says Richman.

The process includes tapping the best practices of publishers that can help agencies understand, say, how to make the best six-second commercial format or the best experience on Snapchat. The end goal is to “really sequence and synchronize campaigns in a way that can make an impact over time,” Richman says.

“Humans and their ideas and their creativity lead the best work,” she adds. It’s something “you can’t replace with technology.”

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Robert Andrews <![CDATA[Tremor Video Sold Its DSP To Remove Friction, CEO Zagorski Explains]]> https://www.beet.tv/?p=47429 2017-08-18T10:35:33Z 2017-08-18T10:21:10Z [...]]]> When video ad-tech operator Tremor Video sold part of its business to Taptica of Israel in August, it meant a $50mn price tag for the sale. But, to Tremor CEO Mark Zagorski, it means more than that.

In this video interview with Beet.TV, Zagorski says ad-tech platforms which count both ad buyers and sellers as customers can suffer from a conflict of interest.

“It is now a totally unconflicted business,” Zagorski says. “It doesn’t have a demand-side platform to create friction in the marketplace for it.”

But that is not the only kind of inertia removed by the sale. By selling off, Tremor is also doubling down on its fastest growth and its biggest shot.

“It wasn’t core to where we think the big opportunity is for us, moving forward – the sell side of our business is growing at 83% … has very strong technology,” adds Zagorski, who joined in June after being a Nielsen EVP.

“OTT is a booming space. The stats we’re seeing – in the next three to four years, 50% of all television inventory will be delivered through some type of connected TV platform.”

Following the sale, Tremor Video has about $80mn in capital to invest in its new technology, Zagorski has previously said.

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Robert Andrews <![CDATA[IBM’s Watson Turns Dark Data Into Ad Gold, Bob Lord Says]]> https://www.beet.tv/?p=47417 2017-08-17T12:07:38Z 2017-08-17T10:46:49Z [...]]]> When IBM engineers developed their artificial intelligence engine Watson to compete in the TV game show Jeopardy! 10 years ago, they may not have expected that it would, one day, also help power the targeting of TV and other ads.

But that is now the prospect Big Blue finds itself with, now that Watson is being sold as a way to improve brands’ marketing results.

Having already toured the Cannes Lions advertising show on a trip to pitch Watson to agencies and the ad community, IBM chief digital officer Bob Lord, in this video interview, tells Beet.TV: “In the programmatic world, there is a very big role for a tool like Watson to help in that decision-making.”

Specifically, Lord says Watson‘s mix of artificial intelligence, machine learning and, generally, cognitive computing capabilities can help advertisers answer questions like “What is the appropriate buy?” and “What is the best creative to actually serve to that individual to create a value exchange between the individual and the brand?”

Lord thinks that is an area that programmatic users have not yet exploited well enough. So how exactly could Watson help?

“We only really have access to 20% of the world’s data right now,” he says. “A tool like Watson allows allows a media planner to get in to this unstructured data, dark data – the videos, the imagery, the conversations that people are having, so that you can get a better profile of an individual.”

So, Watson could take cues about individuals, from their geographical origin to the interests indicated by their social profiles, and turn them in to signals that ad platforms could use to customise creative delivery, Lord adds.

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Steve Ellwanger <![CDATA[Nielsen Now Measuring Content Viewing On Facebook, Hulu And YouTube]]> https://www.beet.tv/?p=47412 2017-08-16T16:09:11Z 2017-08-16T16:09:11Z [...]]]> Nielsen is giving its media clients a standardized way of measuring their content viewing on distribution heavyweights Hulu, Facebook and YouTube with the latest expansion of its Digital Content Ratings. Participating TV and digital publisher clients can now capture incremental viewing of their content within their reported audience numbers.

They will receive credit for video distributed on Facebook and YouTube within Digital Content Ratings, while Hulu will be providing select media partners with credit for current series content distributed on the platform, Nielsen said in a release.

“What we’re announcing is the ability to credit viewership to content when it’s distributed on Hulu, on Facebook and YouTube back to the media property that originated or created that piece of content,” Jessica Hogue, SVP, Product Leadership at Nielsen says in this interview with Beet.TV. “It demonstrates that we have the flexibility in our framework to be able to adapt our measurement to those new viewing environments.”

Nielsen’s move is in response to “a big theme that we hear from our media clients” regarding the need to provide measurement for distributed platforms, Hogue says.

Nielsen will provide content owners and distributors with the same visibility to data for all distributed video content.

“We do it in a standardized way and it gives our clients confidence that when we add those viewing impressions back into the measurement that they’re getting full coverage,” Hogue adds.

There’s no limitation in terms of the genre or the types of content Nielsen will measure on Facebook, Hulu and YouTube.

“Of course there’s always going to be a demographic skew. We look for all of those elements to be able to give texture to the story in context of where they might have watched that content somewhere else,” Hogue says.

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Robert Andrews <![CDATA[MediaCom’s Brook Uses Mobile To Prove Consumer Footfall]]> https://www.beet.tv/?p=47334 2017-08-15T14:34:31Z 2017-08-14T22:00:38Z [...]]]> Digital media have become infinitely trackable. But what if you want to track a consumer from a web property to a bricks-and-mortar one? And what if you want to figure out whether an online ad buy really motivated an in-store purchase?

These days, that kind of digital-to-physical attribution is totally achievable, and agency Mediacom is amongst those taking advantage of technology that uses mobile phones to follow consumers right up to the cash register.

“We’ve been working with tracking technology companies like Foursquare to allow us to tie back everything we do across channel and in content, back to traffic within stores, and then making those linkages to sales,” MediaCom advanced analytics managing partner Rachel Brook tells Beet.TV in this video interview.

“When we go out of in commerce to in-store, we have the opportunity to find the individual … It’s an opportunity to act.

“We’re working with a couple of different location partners to really understand what best practice there looks like, and how we need to develop an implementation and execution process.”

A number of tech vendors are in the marketplace offering location data, much of it embedded in apps like Foursquare’s or in served ads that reside in other apps, to indicate where in the world a customer is.

Linking that location data back to a unified profile of a consumer who may have seen a prior ad gives brands the ability to close the loop on figuring out ad effectiveness and return on investment.

Next up, Brook says she is targeting new data partners and machine learning capabilities for Mediacom’s toolset.

This interview was held at the Cynopsis Measurement and Data Summit in New York earlier this month.

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Steve Ellwanger <![CDATA[Media Rating Council’s George Ivie: Cross-Media Standards By Early 2018]]> https://www.beet.tv/?p=47307 2017-08-13T23:59:05Z 2017-08-11T14:20:53Z [...]]]> The early 1960’s were interesting times for radio and television, as Congress considered regulating audience research. How simple those days must seem now that the Media Rating Council—formed as the media industry’s self-regulating body—has tackled cross-media audience measurement.

This becomes more evident when one considers that the MRC is still dealing with standards for digital ad viewability and traffic fraud. It’s made great progress on that front, but there’s no resting on laurels for George Ivie, Executive Director and CEO of the MRC, which audits more than 100 products a year.

“We’re consumed by those two business cycles, accrediting things and writing standards,” Ivie says in this interview with Beet.TV. Allowing that “the timeline is somewhat difficult,” Ivie says the MRC hopes to complete cross-media standards for digital video within the first quarter of 2018.

“It’s very difficult to develop consensus on these things,” a list of which includes:

• Establishing common metrics across different media types

• Measurement of duration

• De-duplication of audiences across media types

• Setting reporting parameters for days, dayparts, etc.

• How to measure audiences (age, gender, targeting characteristics)

“It’s a very complex standard that we’re working on and it has a big reach,” says Ivie. “Right now we’re concentrating mostly on video but it will be expanded later to include audio and print and other types of media.”

One of the more vexing aspects of video measurement is to differentiate the value of different types of media vehicles appropriately, according to Ivie. “Things like how long people stay with the video, how they interact with the video, if there is any measurement of interaction,” he explains.

These elements will be measured on a common basis and then compared with TV measurement.

“We also are concentrating on differentiating and measuring ads and content separately, which is a key concept of the standard,” he adds.

Asked to assess the MRC’s progress with regard to cleaning up the digital ecosystem, Ivie says viewability was a tough standard to set. “It certainly was highly disruptive in the digital marketplace. Very tough medicine to swallow. But now it’s been assimilated, made more consistent.”

We interviewed Ivie at the Cynopsis Measurement and Data Summit in New York earlier this month.

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Robert Andrews <![CDATA[NBCU’s Rosen Aims To Take Audience Targeting To The Next Level]]> https://www.beet.tv/?p=47337 2017-08-09T14:46:32Z 2017-08-09T14:05:38Z [...]]]> It is now two and a half years since NBCU launched its Audience Targeting Platform (ATP), a way to let advertisers use data to reach specific audiences.

In that time, the company has offered up viewing data from 22 million Comcast set-top boxes, combined with other data from first- or third-party sources, to help marketers create more refined viewer segments.

Now Mike Rosen wants to go further.

In this video interview with Beet.TV, the NBCU portfolio and sales strategy EVP explains the next step.

“As you start to unlock the value in the targeting side, how can you se the data to understand the outcome measurement?,” Rosen asks.

“So… (we’re trying) to better understand what the different outcomes are from the different campaigns. We want to make sure the KPI we get is being properly measured and optimised.”

Rosen says outcomes for data-driven campaigns vary depending on many factors. But one thing all have in common is, they are better informed.

“We moved from simply looking at age-and-gender, which was the currency of our marketplace but also the only real measurement we had to transact, to something more richer – custom segments unique to each client,” Rosen adds.

And it is no longer pocket change that is changing hands in this way. This year, NBCU said it would make $1 billion inventory available for buying using data-based, non-Nielsen methods – equivalent to a tenth of its total ad revenue take last year.

This interview was held at the Cynopsis Measurement and Data Summit in New York earlier this month.

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Robert Andrews <![CDATA[Nielsen’s Hogue: OTT TV Measurement Is A Journey]]> https://www.beet.tv/?p=47324 2017-08-09T13:50:03Z 2017-08-09T13:08:13Z [...]]]> The complete cross-platform view of audiences’ consumption may not be fully in place today, but the industry is getting there, says a Nielsen executive responding to concern from a leading programmer.

Speaking with Beet.TV, Disney-ABC Television Group’s multiplatform research director Brian West had said the current state of multiplatform measurement was not good enough, and looked like taking a decade to reach completeness.

In this video interview, Nielsen product leadership SVP Jessica Hogue responds.

“It’s absolutely a fair call out,” she says. “There’s continued work to do there, it’s not standardised that everyone is in that measurement framework today. But it’s possible, we have the tools to do it.”

But Hogue says Nielsen has already spent the last few years working hard to give programmers and advertisers what they need.

She counters that Nielsen has expanded its TV measurement to new viewing options, including bundling census-level measurement. And she says Digital Ad Ratings now incorporated views of mobile and over-the-top (OTT) consumption.

“We have built a framework that allows for the flexibility, so we’re going to continue to evolve,” Hogue adds. “There will be new features.”

“Programmers want more. There’s always going to be work to do. It keeps us all employed.”

We interviewed West at the Cynopsis Measurement and Data Summit in New York earlier this month.

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Steve Ellwanger <![CDATA[A+E’s Nancy Dubuc: TV Landscape More Than Just Putting Out Great Shows]]> https://www.beet.tv/?p=47150 2017-08-10T15:33:44Z 2017-08-08T15:43:51Z [...]]]> As mantras go, “know thy audience” certainly speaks volumes about cross-platform television viewing. Content providers that take this to heart will become preferred partners to agencies and advertisers as innumerable publishing options are inevitably winnowed out by their capabilities and the quality of their offerings, says Nancy Dubuc.

The President and CEO of A+E Networks views cross-platform opportunities through the lens not of a TV company but “as a great content company” constantly honing its capabilities and execution.

“Historically, we’ve had to think in increments of 30 or 60 minutes. And now we have to think in increments of six seconds to six hours and everything in between,” Dubuc says in this interview with Beet.TV.

Knowing one’s audience is of paramount concern because it’s now more crucial than ever to know who you are speaking to and how you’re speaking to them, according to Dubuc. “It’s not enough just to put great television shows out anymore,” she says.

The question of balancing content and ad load gets lots of attention at A+E, but there’s only so much progress to be made given things on the agency and advertiser side. Dubuc cites a pace of change that’s “still lumbering” despite advances on the supply side.

“There’s a lot of friction between the publishers, the agencies and the clients. Unnecessary friction in some instances,” Dubuc says. “We know it goes back to the capabilities conversation.”

The concept of preferred clients and preferred partners “I think will take hold in the future,” she adds, “in that there’s just going to be too many publishing options, too many distribution options and too many options in general for brands to try and market their product.”

That’s when frictionless ease of use, along with brand and content safety, plus quality of content “will be key in differentiating yourself as one of those preferred partners.”

This interview was recorded in Manhattan as part of the Comcast/FreeWheel 2017 U.S. Client Summit “Unifying The New TV Ecosystem.” This series of videos from the summit is presented by FreeWheel.

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Steve Ellwanger <![CDATA[The Young Turks Video Network Raises $20 Million In Latest Funding Round]]> https://www.beet.tv/?p=47328 2017-08-08T18:13:44Z 2017-08-08T15:20:30Z [...]]]> Left-leaning political video network The Young Turks has raised $20 million in its latest and biggest funding round, with participation by Jeffrey Katzenberg’s venture firm WndrCo. Also backing the startup of former MSNBC anchor and TYT co-founder Cenk Uygur were 3L Capital, Greycroft and e.ventures.

In 2014, TYT received $4 million in backing and executed a Series A funding round in 2015 that yielded $4.25 million. What started as a live radio show now boasts 30,000 paying subscribers and produces about $3.6 million in subscription revenue, as The Hollywood Reporter reports.

Earlier this year, Beet.TV interviewed TYT Uygur about the roots of his progressive politics commentary. We are republishing the interview upon the news of his latest funding success.

It began as a live radio show, before the digital age forced it in to an on-demand box. But now The Young Turks, a video broadcaster producing progressive politics commentary, is set to make hay from a return to its live roots.

Sixteen years ago, co-founder Cenk Uygur launched The Young Turks on Sirius radio. since then, it has also built up a huge following for its online videos, with more expansion plans to come. But Uygur says new live broadcasting capabilities from social media operators are lighting up a whole new opportunity for the media network.

“Facebook and YouTube… once they gave their audience the ability to view it, viewers said, ‘Of course I want to watch things live!’,” Uygur says. “I got kicked off a plane and started live-streaming it. All of a sudden, this giant audience across the world is watching this drama unfold. It’s a beautiful, amazing new world.

“The audience has got used to watching it live. Before in digital you’d watch it on-demand. Now you get these pop-ups saying ‘Cenk is live’.”

Case in point – on the day of the 2016 US presidential election, The Young Turks rolled its live broadcast out across its platforms – as hosts’ initial optimism turned to horror at the result. But the outcome nevertheless proved one thing to Uygur.

“On election, we had a million hours of viewing in one day, on YouTube and Facebook Live,” he tells Beet.TV. “That’s when you now that live has arrived.”

And he is now targeting even newer platform opportunities, beyond social, to grow the audience further, like the live online TV app Pluto and “skinny” cable TV bundles that combine traditional and digital brands.

“We’re going to hire a lot more in the days to come, expand our shows, expand the platforms we’re on,” Uygur adds. “We’re going to keep on expanding until our lead is so large it depresses the competition.”

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Steve Ellwanger <![CDATA[605’s Ben Tatta On The Value Of Census-Based Audience Targeting Data]]> https://www.beet.tv/?p=47295 2017-08-08T14:31:59Z 2017-08-08T14:27:01Z [...]]]> Just as you can’t judge a book by its cover, you can’t judge a television network based on age and gender attributes alone. “Most networks are going to look somewhat similar. Although the audience size may be different, they’re going to have similar audience comps,” says Ben Tatta.

Hence the gradual shift toward audience-based selling, which allows for much more granular attributes that benefit both programmers and advertisers, the Co-Founder & President of data and analytics provider 605 says in this interview with Beet.TV.

“It’s very difficult to distinguish one’s audience based on age and gender attributes alone,” says Tatta.

It’s only when viewership data are overlaid with things like viewer propensity for consumer packaged-goods purchases, car purchases, international travel or pet ownership do “the unique aspects of one’s network” start to come to the surface.

“What the opportunity is going forward is for programmers to be able to use census-based data, like what 605 has to offer, combined with attributes beyond just age and gender so they can represent their inventory in a much more granular basis and get maximum value out of it,” Tatta says.

On the back end of campaigns, data drives attribution measurement. While there are various ways of doing so, Tatta believes census-level data offers the most robust measurement because matching is done at the individual or household-to-household level.

“So rather than taking a small set of households and projecting out the total transactions that occurred based on a campaign, we can actually do it using individualized data,” he adds.

At 605, it’s all done in a privacy compliant way through a safe haven, according to Tatta.

605 recently announced a strategic data partnership with Charter Communications wherein the broadband communications company will provide 605 with aggregated and anonymized TV platform data from all of its cable system operations nationally without divulging viewers’ personally identifiable data.

“Obviously, with the most recent news, we could not be more delighted. We have a tremendous partner in Charter. We think there are going to be tremendous things we can do together.” Among them are “to add value by providing insights and analyses on that data.”

Tatta considers the present as an exciting time to be in the audience data business, particularly given the industry’s desire for total network and show ratings across devices. “So we couldn’t be more enthusiastic about that and we’re really excited to be working with the programming and advertising partners that we have.”

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Steve Ellwanger <![CDATA[Disney-ABC’s Brian West: TV Measurement Must Be Platform-Agnostic]]> https://www.beet.tv/?p=47316 2017-08-08T16:09:26Z 2017-08-07T19:52:51Z [...]]]> When is good enough not good enough? For Brian West, it describes the current state of measuring viewing audiences on mobile and connected-television devices.

“There still is this tendency to prioritize measurement on desktop and kind of treat mobile and connected TV as also-rans in the measurement space,” says West, who is Director, Multiplatform Research, Disney-ABC Television Group.

The situation is acute given the amount of video consumption happening on both mobile and connected TV’s.

“We really need our measurement partners to find a way to bring their mobile and connected TV capabilities up to par with some of the more mature solutions they’ve developed for desktop based measurement,” West opines in this video with Beet.TV. “Because we’re at a point where this is the area where our growth is and we are no longer in a position where good enough measurement on mobile and connected TV is good enough for us.”

This is the main reason why ABC is calling for platform-agnostic measurement. He draws a distinction between the situation several years ago—when desktop “was basically platform-agnostic” and there were two major mobile operating systems—and now.

“But when you look at connected TV, if we began to do a platform-by-platform measurement solution, it’s going to take us a decade to get to a point where we have complete measurement,” West says.

Moving much faster “means piecing together data that is maybe tag-based, or possibly server- based, that’s calibrated against different types of demographic sources or other audience information sources,” he says.

ABC has research that provides an impetus for speeding things up in the form of the study it commissioned by Accenture that looked at spending by 20 different advertisers and ROI across media.

“It’s really essential that we define the groupings that we’re looking at a little bit differently,” West says. “We didn’t want to take this traditional TV definition and call TV everything that’s in a Nielsen C3 rating.”

One of the key takeaways of the Accenture study is that it’s typical for digital to get over-credited for advertising ROI and for TV to get under-credited.

West cites the halo effect of combining multi-platform TV with digital (a results lift of 18%) and the long-term impact of multi-platform, measured by the study as 1.3 times the impact in years two and three as in year one of a campaign.

“So multi-platform TV is able to drive impact for the brand and impact to sales over a longer and more sustained period of time,” says West.

We interviewed West at the Cynopsis Measurement and Data Summit in New York earlier this month.

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Steve Ellwanger <![CDATA[comScore Tracking TV Viewing Data in 35 Million Home with Charter/Spectrum Agreement]]> https://www.beet.tv/?p=47302 2017-08-08T16:09:50Z 2017-08-07T19:17:14Z [...]]]> If bigger is better for companies like Charter Communications and Time Warner Cable, it’s also a boon to cross-platform measurement providers like comScore. Often overlooked by headlines heralding the continued merging of cable providers are the gains made in tracking consumer behavior and the ability to match it with product and service consumption—benefitting both programmers and advertisers.

So it was when Charter scooped up Time Warner Cable (now Spectrum)  just over a year ago. Since then, renegotiation of comScore’s agreement with Charter brought comScore from 22 million measured households to more than 35 million, according to Jeff Boehme, SVP, Television Research at comScore.

The bottom line: comScore ended up with about 75 million reportable television sets in use, giving the company greater insight into tuning behavior, Boehme explains in this interview with Beet.TV.

“The importance is not just the tuning data. It’s the ability to match that tuning data with relevant audience consumer datasets so that not only can we track tuning we can track tuning we can track advertising and we can track consumption,” Boehme says.

Between its own data warehousing and relationships with companies like Experian, comScore can identify programs with high propensity of certain advertiser audience segments and match it to advertising campaigns in those programs.

“Now we can provide much more detail on the accountability of advertising, both in television as well as digital,” Boehme says.

comScore also has been on the ground floor of addressable TV advertising, given its own roots as well as those of Rentrak, with which it merged in early 2016. Early addressable players like DIRECTV and DISH relied on comScore and Rentrak to provide measurement capabilities.

One casualty of advanced audience measurement and correlation with consumer purchasers is waste, which has been a given throughout the history of TV advertising.

“Television now becomes more accountable because now what they can do is plan more effectively and deliver their segments with higher efficiencies,” Boehme says. “So no longer do we have waste factors that are standard among media buys.”

For programmers, the gains are mainly in the ability to better manage their portfolios “so the programmer understands what audiences now identified as consumers they need to attract and how.”

We interviewed Boehme at the Cynopsis Measurement and Data Summit in New York earlier this month.

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Robert Andrews <![CDATA[Ad Auctions Mean Better Returns For Video Publishers: Trade Desk’s Stempeck]]> https://www.beet.tv/?p=47275 2017-08-07T11:06:41Z 2017-08-07T10:39:45Z [...]]]> When programmatic burst on to the scene, it was mainly in the guise of real-time bidding, an auction system for remnant and low-value inventory that has since fallen out of favour with many big publishers.

But, though those publishers seek higher prices normally transacted through direct or human-sold deals with advertisers, auctions are still super-relevant in the video world – and can actually bring higher returns, says one programmatic platform operator.

“An auction is actually the best place to start if you have something that’s in scarce supply,” says The Trade Desk chief client officer Brian Stempeck, in this video interview with Beet.TV. “If you’re a publisher where you’ve got video inventory going for a high CPM, it’s actually the best place to run an auction.”

Why is auctioning inventory a better way to sell it? Because, like any auction, prices go up and because, like the best auctions, you can choose where to start the bidding.

“Let’s say you’re selling it for a $15 CPM and you’re sold out, that happens at a lot of video publishers,” Stempeck continues. “They can say, ‘Let’s set the floor at $15 and see what we can get above that’.

“That’s where programmatic comes in. There may be buyers on the demand side who say, ‘For this particular audience, I might be willing to pay $25’ – that’s more than the publisher got by selling it directly.”

Stempeck is talking about private marketplaces, a development on programmatic’s original auctioning ethos whereby publishers can limit who bids on their inventory and for how much, creating a rule-based marketplace that, in theory, should operate in their favour.

And private marketplaces are now more common in the video world than they have even become in display advertising, says Stempeck.

On the one hand, big TV networks are traditionally more likely to continue wanting to sell their expensive ad space directly or otherwise with strict controls. On the other, programmatic technologies now let them bring viewer data to bear on ad targeting. In the middle, Stempeck is hoping to benefit from growing consumer demand for online TV and video content.

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Robert Andrews <![CDATA[Brands Still Need Their Agencies in a Programmatic World: Trade Desk’s Stempeck]]> https://www.beet.tv/?p=47281 2017-08-07T11:07:58Z 2017-08-04T12:55:57Z [...]]]> Do advertisers need agencies anymore? As programmatic ad buying platforms have risen up and as many are now switching to a self-service online model that allows advertisers to control their own campaigns, many in the industry are wondering: is the agency about to be disintermediated?

But, while brands are certainly now putting a hand on the tiller of their ad-tech, that doesn’t mean they no longer need an agency to pilot the ship.

That is according to one trading platform executive watching brands trying to navigate the new-look waters of advertising.

“Oftentimes, in the media, you hear it’s this black-and-white decision of marketers either taking things in-house or working directly with an agency, and those are (said to be) the only two paths,” says The Trade Desk chief client officer Brian Stempeck in this video interview with Beet.TV.

“What we’re seeing is agencies are going for a middle path, where they’re saying, ‘I want to have a technology license with a DSP, I want to get closer to the DSP and know what’s going on if I’m spending $50 million a year in programmatic. But I don’t necessarily want to take that in-house, I want to take that to my agency to push the buttons on the campaigns, to optimise, to give me insights.’

One common idea in ad-tech is that tech platforms are actually happy to cut agencies out of the relationship with brands, so that they can gain higher-value contracts and work directly.

But The Trade Desk’s Stempeck says going all the way wouldn’t necessarily serve advertisers best, thanks to all the complexity that programmatic actually brings.

“Because programmatic is now in every channel … there’s a lot to take on,” he adds. “So (advertisers are saying) ‘I don’t necessarily want to take this in-house … I want to pay more attention, I want to get closer to the technology and we think that’s a good thing.’

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Steve Ellwanger <![CDATA[With Viewability Baked In, OTT Premium Video Is ‘The Major Trend’: FreeWheel’s Herve Brunet]]> https://www.beet.tv/?p=47222 2017-08-04T12:52:15Z 2017-08-04T12:50:43Z [...]]]> When mobile devices emerged as platforms for video viewing, there was a steep learning curve for ad buyers. Fast forward to over-the-top viewing on big-screen television sets and it’s déjà vu all over again.

There’s no denying the trend of OTT viewing in the living room environment. As FreeWheel reported earlier this week in its release of new OTT research, FreeWheel Signature Insights: The Power of OTT: Audiences & Experiences, this category of viewers complete 98 percent of all video ads. Further, approximately 36 percent of OTT viewership is comprised of viewing that lasts at least an hour.

To FreeWheel’s Herve Brunet, the screen in the living room is “a screen you want to be on. That’s the king screen really,” he says in this interview with Beet.TV.

Brunet, who is General Manager, Markets, at FreeWheel recommends that all publishers have more than one app on an OTT device. “It’s the most immersive experience one can get. That’s way it’s very important for all publishers to embark on the OTT journey.”

At its annual Client Summit this month in New York City, FreeWheel endeavored to educate the buy-side on the ins and outs of OTT, much the same as when mobile began to emerge.

“I think the buy side understands the merit of OTT, but they don’t really know how to execute on it. It’s getting there. It’s improving by the day,” says Brunet, whose business unit at FreeWheel handles both linear TV and online video.

While some technical issues also need to be addressed, viewability isn’t an issue when it comes to OTT.

“You don’t need to track viewability because it’s baked in. It is 100 percent viewable. Everybody knows it. It sits in the living room.”

Looking back a year ago, Brunet recalls the industry dealing with the “murky waters” of fraud issues but now believes “the market has changed dramatically. Now the market is very clear about wanting to go premium, and by premium we mean professionally produced content.

“Buyers do understand the value of that content,” he adds. “They also understand the value of that content on new screens like OTT. That’s the major trend.”

This interview was recorded in Manhattan as part of the Comcast/FreeWheel 2017 U.S. Client Summit “Unifying The New TV Ecosystem.” This series of videos from the summit is presented by FreeWheel.

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Steve Ellwanger <![CDATA[First Wave Of New FreeWheel Research Track Provides Extensive Insights On OTT]]> https://www.beet.tv/?p=47242 2017-08-03T18:07:46Z 2017-08-03T18:07:46Z [...]]]> Now that OTT devices are responsible for the lion’s share of premium video viewing, there’s no shortage of content on the publisher side. What is lacking is a deep understanding of how best to buy and sell OTT inventory, which FreeWheel is addressing with its new research track called Signature Insights.

The first installment of Signature Insights is titled The Power of OTT: Audiences & Engagement and is devoted to all things OTT.

“OTT in general is something that publishers have been investing a lot in. But I think there’s still a lot of opportunity and it’s sort of being undervalued in the market today,” Ying Wang, Director, Advisory Services, FreeWheel says in this interview with Beet.TV.

The overarching goal of the new research is to showcase the value of OTT, why advertisers should be buying it, how publishers should discuss it in the marketplace and to provide them with “more tools to be able to build value from that inventory,” says Wang.

While most people are familiar with OTT devices like Roku, Apple TV, game consoles and smart television sets, “I think a lot of the people who are buying digital are confused with OTT,” Wang adds.

Given uncertainty about how to buy, measure and transact on OTT ad inventory, there’s hesitation on budget allocation.

“I think that’s driving a lot of the issues in making OTT a bigger platform than it is today,” says Wang.

On the sell-side, FreeWheel’s clients are seeking more data to enlighten them on how they should be transacting OTT. “Right now, a lot of OTT is still flowing through direct sales channels, but there’s a lot of interest in trying to sell it programmatically.”

Thus the initial installment of Signature Insights will provide a complete understanding of the tools FreeWheel offers its clients so they can open up OTT to new demand sources in a safe manner.

When asked what’s next for FreeWheel’s new research track in 2017 Wang notes, “the theme of this year for FreeWheel and our research is unification; the lines between different screens are blurring.” FreeWheel’s new research track will explore ways in which publishers and advertisers can take advantage of the evolving landscape by studying activities like changing selling patterns, and how measurement is enabling cross-screen buys.

Then there is the user experience, which “continues to be something that’s a priority for our clients.” In addition to determining the optimal ad load and controlling creative repetition, “how do you get users coming back to your content is something that we want to look more into as well.”

This interview was recorded in Manhattan as part of the Comcast/FreeWheel 2017 U.S. Client Summit “Unifying The New TV Ecosystem.” This series of videos from the summit is presented by FreeWheel.

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Robert Andrews <![CDATA[The Double-Edged Sword Of Header Bidding, explains The Trade Desk’s Stempeck]]> https://www.beet.tv/?p=47278 2017-08-03T11:26:31Z 2017-08-03T11:26:31Z [...]]]> In the last year and a half, yet another new tech terminology has popped up in digital advertising, as platforms try to fix and enhance some of the wonkier off-shoots that programmatic has wrought.

In “header bidding”, rather than publishers entertain bids from multiple bidding sources in a “waterfall” sequence, they can see them all at once, and decide on the best price quickly.

But the technology is both good and bad news, says The Trade Desk chief client officer Brian Stempeck, concluding that header bidding is a net benefit…

The duplication challenge

“It used to be that you might see one impression, one time from an SSP – (for example), The New York Times selling through Rubicon; an impression comes in.

Well, (now) The New York Times might have a header implementation with a bunch of SSPs – OpenX, Index, Google. So, in some cases, we might see the impression more than once, there’s some duplication that’s happening

“So, as a buyer, you have to be a little bit more choosy about ‘Which pipe are you buying from? Which exchange do you want to buy from?’ So, supply path optimisation is a new variable to consider.”

The price payoff

“Five years ago, programmatic was more (about) remnant inventory. Now the publisher is saying, ‘With header bidding, lets open up that whole waterfall programmatically, to let previously-remnant demand compete with my direct-sold demand.

“Some inventory that the New York Times sold directly via insertion order five years ago, we now have a chance to bid on. That’s a good thing.

The trade-off

“It’s a double-edged sword. Costs go up the more impressions you look at – but, if you’re getting better inventory to look at in the first place, we look on that as a good thing.”

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Robert Andrews <![CDATA[With Charter Deal, 605’s Tatta Sees TV Targeting Rise Nationally]]> https://www.beet.tv/?p=47265 2017-08-02T12:26:17Z 2017-08-02T10:42:59Z [...]]]> The future of data-driven TV ad buying is moving in to sharper focus, after number-two US cable operator Charter invested in TV analytics company 605.

The deal involves Charter giving 605 access to its second-by-second TV nationaL viewership data, so that programmers and advertisers can better target their material. But it also involves 605 building an app to help Charter itself offer more refined ad targeting, and sees Charter making an investment in the group.

“They’re the second-largest MVPD in the country, collecting data from 41 states and 13 of the top 20 VMAs,” says Ben Tatta co-founder and president of 605.

“We have an audience app that we built with them that leverages set-top box data to allow their sales division to sell on a more audience-based (basis). That means moving beyond age and gender (criteria), to be able to sell on more granular attributes (like) car purchases or travel propensity, things that are more relevant to advertisers than just age and gender.”

Tatta previously had helped pioneer another cable operator’s approach to next-generation TV advertising, as a Cablevision executive. But he and partner Kristin Dolan left to form 605 as their own company, providing set-top box data to marketers.

Until lately, early advances in enabling addressable TV ad buying had been occurring in local TV ad markets. Now Tatta says the prospect is emerging of highly targeted TV advertising delivered nationwide, but doing so will require a footprint of scale.

“Our intent is to partner with any and every MVPD,” he adds. “Set-top box data has tremendous value.”

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Robert Andrews <![CDATA[Nielsen’s Abcarian On Measuring Hulu, YouTube TV & OTT’s Future]]> https://www.beet.tv/?p=47235 2017-08-02T01:50:03Z 2017-08-02T01:50:03Z [...]]]> For advertisers who want to start reaching consumers through new video platforms in the same way they are familiar with from TV, Nielsen had good news last week.

The media measurement agency announced it would now provide measurement for viewing through the Hulu and YouTube TV platforms, which some see as new-look digital alternatives to traditional cable TV subscriptions.

In this video interview with Beet.TV, Nielsen product leadership SVP Kelly Abcarian explains how it works – and what it means.

“Our partners embed the SDK or enable us to get measurement of their data so that we can measure at a census level the viewing that’s occurring in the ecosystem,” she says. “Then we calibrate that data with the high-quality panels so that we can produce a comparable rating as if that was being captured through that panel itself.”

Although there is a growing number of online viewing packages and “skinny bundles” like DISH’s Sling TV service, Abcarian imagines consumers trying many of the options, and settling down with their preferred subscription, just like with cable-TV, she says.

But, with few of the new platforms offering measurement currencies familiar from the TV world, some fear TV dollars will not flow to digital as fast as they otherwise might.

Speaking of her own solution, Abcarian says: “(YouTube has) rolled it out across 15 markets, with plans to continue to expand across many more. In the case of Hulu live, it’s nationally across all of the markets.

“People are recognising that independent, third-party measurement is key so that advertisers have confidence in transacting against these audiences coming to these platforms.”

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Steve Ellwanger <![CDATA[Targeting, Next-Day Reporting And Optimization Key To Addressable TV: FreeWheel’s Brian Wallach]]> https://www.beet.tv/?p=47207 2017-07-31T15:51:52Z 2017-07-31T15:51:52Z [...]]]> What’s the difference between bidding on real-time, digital advertising avails and addressable television inventory? Not much, thanks to aggregation and automation.

While the national addressable TV footprint grows bigger with each passing year, many advertisers are making use of household targeting to hone in on specific audiences. And those capabilities are getting more sophisticated, as Brian Wallach, SVP, CRO, Advanced TV at FreeWheel, explains in this interview with Beet.TV.

Advertisers can either buy a full avail—meaning serving a different message to every household in the footprint—or a split avail, “Where you can buy households that are just the consumers that you’re looking for,” Wallach says.

Taking things a step further, there is “a real opportunity” in leveraging data to find audiences at high indices for products and services. This involves choosing programs, networks and daypart mixes that have the highest concentration of consumers that meet an advertiser’s needs.

FreeWheel, the industry’s most complete advertising management solution, aggregates avails from distributors’ two minutes of local ad inventory to create a national, addressable footprint. “Generally speaking, we’re looking not to compete with the local advertising, so we don’t sell local or regional avails, even though our technology affords us the opportunity,” Wallach says.

The biggest TV advertisers still do direct deals with programmers. But when they need to augment particular audiences, reach them with higher frequency or, say, launch a new product, they don’t necessarily need a full schedule on one particular network, according to Wallach.

“They can leverage a platform like ours that can apply the data and buy across every single cable network that’s available in our footprint at the network and daypart intersection level.”

This is where automation comes into play by providing campaign reporting in near real-time. “The next day, we know where our commercials ran for our specific advertisers, at what network and daypart intersection, at the DMA level,” Wallach says.

“We’re at this place where you actually can leverage this information and tie it back to any performance metrics that you have as a marketer to see if this is working or not working. Because of our automation, we’re able to optimize the campaigns to help drive those KPI’s.”

This interview was recorded in Manhattan as part of the Comcast/FreeWheel 2017 U.S. Client Summit “Unifying The New TV Ecosystem.” This series of videos from the summit is presented by FreeWheel.

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Robert Andrews <![CDATA[Tru Optik & comScore Bring Demographic Ad Buying To Connected TV]]> https://www.beet.tv/?p=47230 2017-07-31T10:15:57Z 2017-07-31T10:15:30Z [...]]]> When it comes to the connected TV opportunity, many people are most excited about the opportunity to precision-target individual consumers using granular profile data. But that doesn’t mean demographics are done as a targeting mechanism.

Tru Optik, a technology vendor that offers a data management platform for over-the-top (OTT) TV advertisers, is now partnering with comScore to offer the latter’s demographic data as targeting criteria.

The pair’s announcement says the injection of comScore’s validated Campaign Essentials (vCE) in to Tru Optik’s OTT Marketing Cloud platform means the “familiar standard” of demographic information is arriving in connected TV, bridging the gap to the still-larger linear TV ad market, which has long used demographic targeting.

In this video interview with Beet.TV, Tru Optik CEO Andre Swanston says: “We were missing the ability to have a source of truth they were already using for demographic across linear. This will allow us to satisfy the needs of an even wider assortment of brands, agencies and publishers.

“It allows for people sitting on the sidelines because they wanted to measure their connected TV advertising … based off of demographic information.

“It allows … everything from planning to activation to measurement to leverage comScore demographic data.”

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