MEC’s Tim Castree: Solving Cross-Screen Convergence Will Keep Agencies Relevant

CANNES – As long as television and premium video remain atop the ROI stack for marketers, agencies need to solve convergence of the two for their marketer clients. If they don’t, they could be disintermediated by giants like Facebook and Google and knocked down a rung on the value chain by new entrants like Accenture. […]

 
 

Live Sports Expensive But Engages Viewers: ESPN’s Johnson & Fox’ Marchese

CANNES – Yes, broadcasting live sporting events is expensive considering the rights fees. But it’s a great viewing environment at a time when consumers can avoid ads in other programming. It’s that “other” programming that concerns media sellers like ESPN and Fox, as evidenced by the discussion during a Comcast panel at the Cannes Lions […]

 
 

A+E, 605 Dissect Viewing, Transactional Data And Bust Some Myths In The Process

CANNES – Even if unified cross-screen audience measurement remains a bridge too far at present, understanding linear television audiences gets better all the time. This is something that A+E Networks can attest to following an engagement with TV analytics firm 605 in which ad exposure data was matched with transactional records. The result, as moderator […]

 
 

Yield Management is Essential for Digital Video Business, MEC Global CEO Tim Castree

CANNES – What constitutes “premium content” is in the eye of the beholder. So rather than trying to ascertain a common definition, one’s time is better spent understanding the drivers of ROI while taking into account things like environment, ad formats and targeting. “That’s really more what we’re focused on versus worrying too much about […]

 
 

MediaLink’s Matt Spiegel Parses The Meaning Of TV, Data Segmentation Standards

CANNES – Is the semantical divide between “television” and “digital video” crumbling? Judging from discussions at the Cannes Lions Festival of Creativity, the answer is yes. At least it is in the mind of Matt Spiegel, Managing Director of strategic advisory and business development firm MediaLink. Following his role as moderator of the FreeWheel/Beet.TV New […]

 
 

MediaLink’s Millard Welcomes Audience Buying, More Brand Safety

Buying television based on audiences as opposed to programming is a welcome evolution to media veteran Wenda Harris Millard. And while the term “quality programming” is in the eye of the beholder, she thinks marketers have every right to know exactly where their ads are running. “I’ve been in the business for a long time. […]

 
 

Adobe, Simulmedia Execs Examine How Digital Data Can Inform Linear TV

VIEQUES, PR – There’s no shortage of data to apply to linear television audience targeting and, likewise, a variety of ways to attribute campaign results. In the middle lies the customer experience, which is also data-fueled and growing more sophisticated by the day. These and other insights emerged from a discussion about enhancing the value […]

 
 

Publicis’ Shlachter Divines The Future Of Video Viewing, Commercial Load And Measurement

VIEQUES, PR – Imagine a future where the standard commercial load in one hour of video content is just five minutes. Where Facebook and YouTube have big subscription businesses reminiscent of traditional cable operators, and Netflix just might start selling ads. These were among a variety of possible scenarios explored at the annual Beet.TV Executive […]

 
 

605’s Dolan: Lots Of Moving Pieces To Audience Targeting And Measurement

VIEQUES, PR – Although consumers may perceive video content as being no different than traditional linear television programming, programmers and providers should try to look at things across a comprehensive ecosystem. The key word is “try.” This not to say that a common sales and measurement currency is in sight and, in fact, it seems […]

 
 

MediaLink’s Spiegel: New Audience Targeting Useless Without New Measurement Metrics

VIEQUES, PR – As Managing Director at MediaLink, Matt Spiegel attends more than his share of conferences and hears more than his share of jargon. So he’s heartened that much of the discussion at this year’s Beet.TV Executive Retreat was about business outcomes. “We’re having the business impact conversation, which I think is great,” says […]

 
 

Acquired By Cannes Owner, MediaLink Plays ‘Therapist’ To Ad Execs

BARCELONA — It was already consulting for media companies across the industry. Now MediaLink’s acquisition by Ascential, the company which runs the Cannes Lions Festival of Creativity is set to give the firm a stronger role easing the concerns of worried brand execs. In fact, CEO Michael Kassan says the company plays kind of a “therapist” function for agencies […]

 
 

CES Sessions: 605, NBCU, Turner And Omnicom Explore MVPD Data Sharing

LAS VEGAS – If multichannel video programming distributors won’t share their set-top box data, how do media buyers and sellers expand the practice of audience buying? Not quickly. This is the main takeaway from a Beet.TV panel discussion at CES 2017 focusing on advanced television targeting. Held at held the OMD Oasis at The Venetian, […]

 
 

CES Sessions: 605, NBCUniversal, Omnicom And Turner Discuss Dynamic Creative Optimization

LAS VEGAS – Everyone agrees that data can help to inform better video advertising targeting. The question is how best to do it. The narrow range of options was the focus of a Beet.TV panel discussion at CES 2017 conducted at the OMD Oasis at The Venetian. It brought together representatives of 605, NBCUniversal, Omnicom […]

 
 

CES Sessions: Parsing Ad Load Limits With 605, NBCUniversal, Omnicom And Turner

LAS VEGAS – Fewer but more impactful and relevant ads per commercial break aren’t going to happen overnight. But it’s the beginning of a road the industry must start to travel so as not to lose both current and future viewers of linear television. This was the consensus of media sellers and audience targeting specialists […]

 
 

CES Sessions: 605’s CEO Dolan Builds On Cable Industry Roots In Addressable Linear TV

LAS VEGAS – Although the Dolan family sold Cablevision Systems last summer, they have continued to stay close to the industry and are building on their experience in the new venture they’ve named 605. Television programmers and cable operators will be among the first to benefit from 605 CEO Kristin Dolan’s longtime involvement with addressable linear […]

 
 

MediaLink At CES 2017: Immersive Experiences, Sensations and Disruption

Strategic advisory and business development firm MediaLink is heading to CES 2017 to expose its clients—a mix of Hollywood, Silicon Valley, Madison Avenue and Wall Street—to “immersion and experiences in terms of sensations in marketing,” according to President and COO Wenda Harris Millard. If that’s not enough, there also will be disruption, the kind that […]

 
 

Beet Retreat Panel Explores Advanced TV: MasterCard, Bank of America, Publicis, Eyeview, Twitter

MIAMI – Maybe it’s fitting that a panel about the promise of advanced television advertising takes place in the state that brought us the Ringling Brothers. While data is fueling more qualitative audience targeting decisions, media agencies and their clients can be forgiven if they often feel like perpetual jugglers. What becomes clear from the […]

 
 

Twitter’s Moore: Communicating In An ‘Increasingly Visual’ Way For Users, Advertisers

MIAMI – As Twitter endeavors to future-proof itself, live video has been trending this year. The traditional 140-character communications platform sees “global video solutions” as a way of letting users view and communicate with all sorts of characters—with advertisers in tow. “If you open up that app today, it looks a hell of a lot […]

 
 

MediaLink’s Spiegel: Clean Up Overlapping Digital Supply Chain Partners

ORLANDO, Florida – Against a backdrop of headlines calling into question digital business practices by media agencies, the digital supply chain needs “clean up” its duplicative players or else marketers could pull back on their participation. That’s the prognosis of MediaLink Managing Director Matt Spiegel, who sees way too much duplication in that supply chain. […]

 
 

Marketers Are Yet To Grasp Advanced Attribution: Merkle, Furious Corp., Coull, MediaLink

VIEQUES, PR — In an age where the media we use give off signals back to advertisers, marketers are being sold on the potential to thread each in to a holistic view of customers and of their ad effectiveness. But the reality so far is a little different, a panel of advertising tech execs discussed at a […]

 
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