matter more media

I am delighted to welcome my dear friend Tracey Scheppach to this episode of the #BeetCast. I call her the “mother of addressable TV”. Well, she didn’t exactly invent addressable TV but she was by all accounts the first buyer of the medium. She was deeply involved with pilot projects in Colorado and Alabama in some twenty […]

he I am delighted to welcome my dear friend Tracey Scheppach to this episode of the #BeetCast. I call her the “mother of addressable TV”. Well, she didn’t exactly invent addressable TV but she was by all accounts the first buyer of the medium. She was deeply involved with pilot projects in Colorado and Alabama […]

SAN JUAN, PR — The new TV landscape offers advertisers the opportunity to better plan, target and measure their campaigns, in a manner more reminiscent of digital marketing. But how are advertisers adapting to the palette of options presented by OTT (over-the-top) and connected TV delivery? In a panel called “Buy-Side Perspectives – The Big […]

SAN JUAN– We’re at the tipping point for addressable. In an interview with Alan Wolk of TVREV at the Beet Retreat earlier this month in San Juan, Tracey Scheppach, CEO of Matter More Media, explained that we’re now on the right path to increase the addressable inventory. Scheppach was a pioneering advance TV senior executive, […]

With so much content at our disposal, how can we make more of it addressable? In an interview with Beet.TV, Tracey Scheppach, CEO and cofounder of Matter More Media, explains that this is a huge priority in the coming year. Scheppach was shocked to calculate that maybe 3% of all linear media has been made […]

CANNES—Perhaps the best way to summarize a panel discussion with executives from LiveRamp TV and NCC Media about advanced-TV interoperability is the following quote from NCC CEO Nicolle Pangis: “We’re in the bottom of the first inning of a baseball game that’s going to go into extra innings.” This theoretical game isn’t going to be […]

SAN FRANCISCO – New technology solutions are going to help replace household-level addressable television advertising with more granular targeting. But will agency holding company siloes stand in the way of creating, executing and optimizing the best advanced-TV campaigns? Former Starcom MediaVest Group advanced television specialist Tracey Scheppach has a foot in both of those spheres […]

MIAMI – What’s the best way to approach television targeting and measurement? And what’s the value of “waste” in the form of TV ad impressions? These and other topics were the focus of spirited and insightful debate at the recent Beet Retreat Miami 2017. Following are some of the more cogent exchanges during a panel […]

MIAMI – The year 2018 and, in particular, the Upfront television market will see a “tipping point” in achieving greater audience targeting precision. This should resonate well with direct-mail catalogers who should be looking beyond the mailbox to the set-top box. Thus says Tracey Scheppach, the former Publicis executive who spent upward of 15 years […]

MIAMI — The announcement was made in the summer but, already, it seems like cable operator Charter and TV ad data tech outfit 605 have converted their partnership in to visible results. In July, the pair announced 605’s methodology and technology would be used by Charter to fuel census-based TV measurement and analytics. In this recorded […]

LAS VEGAS — Addressable TV advertising is reaching scale across the country. Now it just needs to get a larger slice of air-time. That’s the view according to Steve Murtos, an ad agency executive who co-founded a digital video activation practice to help advertisers take advantage. “We’re counting upwards of 60n households in the marketplace, […]

LOS ANGELES – It’s been a busy six months for Matter More Media CEO & Co-Founder Tracey Scheppach. The addressable television specialist formerly of Publicis has a new partner in Co-Founder and Publicis colleague Steve Murtos and a new strategic data partnership with Tapad. Scheppach is particularly excited about new addressable TV operators and the […]

MIAMI — Recent estimates of the number of addressable US TV households count about 45m properties. The ability to target individual households with different ads at different times is now real. “Over the last three years, (I’ve done) … 250 campaigns, addressable to the household,” recalls Tracey Scheppach, the former long-time SMG advanced TV exec who recently […]

MIAMI – With some 250 addressable television ad campaigns under her belt, Tracey Scheppach’s worldview as she ventures out on her own can be summed up in four words: “From the couch out.” That’s because the CEO & Founder of the agency Matter More Media intends to “push myself to do everything different than a […]

MIAMI – Former Starcom MediaVest Group advanced television specialist Tracey Scheppach not only believes that addressable TV advertising works for all marketers but that a sweet spot exists in terms of spending. “An area that I think is ripe for this innovation is what I call mid market,” Scheppach explains in an interview with Beet.TV. […]

CHICAGO – In this fast-moving industry, it can be easy to keep your head down, obsess over the latest media metrics, and not really look up to see the bigger picture in life. But life forced Tracey Scheppach to do just that, when her son Ryan, then aged just seven, was diagnosed with leukemia. The next […]