GroupM’s Schwartz Pursues Commercial Impression Count, Shares His Thoughts On OpenAP

Lyle Schwartz isn’t known for sitting back and letting things happen at their own pace, particularly when it comes to television and video audience measurement. GroupM’s President of Investment for North America feels he’s at “the 50-yard line” in his company’s push for the industry to be able to measure commercial impressions across screens, despite […]

 
 

Turner’s Speciale On App Partnerships, Honing In On Network Fans

BARCELONA – You never know where a client-specific initiative will lead in the mobile space. For Turner, a good example is its 2016 partnership with CA Technologies on the CNN Politics app. “That was the first thing we have ever done where we started with the mobile concept and then a lot of the ideas […]

 
 

Hulu Making Progress On Measuring Audiences, Not Just Screens

Hulu says it’s made a lot of progress moving beyond measuring just screens, so it’s likely that research for measuring audiences will be a key component of the company’s Upfront sales efforts this year. “We see now that 75 percent of our viewing is happening on living room connected devices,” meaning on a television screen […]

 
 

Advanced OTT Targeting, Inventory Aggregation Drive Magna’s Roku Partnership

Having made major advertising commitments to YouTube before last year’s Upfront television negotiating season, IPG’s Magna has a new partnership with Roku that gives its clients advanced audience targeting capabilities and “one-stop shopping” for premium inventory. In an interview with Beet.TV, Amanda Medeiros Kigel, Magna’s VP of Partner Innovation, says the exclusive arrangement provides advanced targeting […]

 
 

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, […]

 
 

Omnicom’s Steuer Hoping To Avoid ‘Hodge-Podge’ Of TV Audience-Buying Methods

LAS VEGAS – In the early 1990’s, advertising agencies began to unbundle their media departments into separate operating units. Now television networks are unbundling their audiences to meet advertisers’ increasing desire for better ad targeting. “Cable programmers have always gone narrow in the sense that their individual networks tended to be much more niche content […]

 
 

Turner’s Strober Explains Advanced Linear TV Audience Targeting

LAS VEGAS – Turns out you don’t have to be on Wall Street to run a futures market. It’s happening every day in the traditional linear television business, according to Turner’s EVP of Client Strategy & Ad Innovation. “Unlike digital, we’re actually working in a futures market,” says Michael Strober by way of explaining Turner’s audience […]

 
 

Predictive TV Targets Purchasers, Not Demos: Simulmedia’s Zimbalist

LAS VEGAS – People who are fixated on the future of television are missing a great opportunity to mine linear TV right now. And best prospecting asset is a marketer’s own first-party data. That’s the worldview of Michael Zimbalist, CMO of marketing technology company Simulmedia, as he takes in the activities at CES 2017. “The […]

 
 

SpotX’s Siotis On Census-Level Data: ‘Still Quite Siloed’

LONDON – As Leon Siotis takes in Europe, “What’s most fascinating about today is to see that there is no one thing that is happening with programmatic TV,” says the Managing Director for video advertising platform SpotX. “Each of the different countries is evolving differently. They’re trialing different ways to sell their inventory programatically.” In […]

 
 

Beet.TV Retreat 2016: MediaVest | Spark, Cadreon, MODI On The Value Of Advanced TV

MIAMI – In the tug of war that is television advertising, programmers pull the traditional ratings window beyond 30 days while advanced TV specialists grapple with more precise targeting. Somewhere in the middle lies a holistic view of all advertising impressions that buyers can bid for, but it’s a galaxy far, far away. This is […]

 
 

Google’s TV Mantra: Connect, Distribute And Monetize For Programmers

MIAMI – Google doesn’t have to search for television partners. The digital giant is busily helping broadcasters and cable networks connect with viewers while distributing and monetizing their content. “We definitely have a perspective that eventually everything is going to go IP,” says Brian Jankovsky, Director of Entertainment & Sports Partnerships at Google, during a […]

 
 

Traditional TV Measurement Won’t Lead To ‘The New World’: Omnicom’s Steuer

MIAMI – Marketers are ready to step off the “single-currency television ratings train,” but some agency buyers need to be prodded to look beyond Nielsen on the road to impression-based TV, says Jonathan Steuer, Chief Research Officer for Omnicom Media Group. The buy side needs to understand that “questions and strategy” have to have top […]

 
 

Rovi And TiVo Union Closes The Loop On Audience Targeting, Inventory Management

Playing both ends against the middle is an age-old tactic with which most children and parents are familiar. For TiVo, in its new iteration after being acquired by Rovi, the idiom sums up the combined forces being brought to bear on the business of audience targeting. Working the front end and back end of television […]

 
 

Nielsen Hopes Cross-Platform Measurement Will Inform Upfronts

MIAMI — The upfronts season, in which US TV networks tempt ad buyers to open their wallets by presenting their roster of programming, has begun – and Nielsen is hoping it is just in time for buyers to judge the likely audiences using its new viewer data products. The measurement firms’ new Total Audience Measurement system, to ascertain […]

 
 

eXelate Builds Nielsen In To ‘Enterprise Marketing Platform’: Garbaccio

Nielsen looks set to take on Adobe for data-driven marketing suite services, after integrating its earlier eXelate acquisition. eXelate is a data management platform (DMP), a software tool brands can use to slice and dice their customer data, and was acquired by Nielsen a year ago in a move which pooled the data sets eXelate had […]

 
 

Nielsen Onboarding TAM As Measurement Wars Heat Up

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 […]

 
 

Yahoo’s NFL Views Claim ‘Apples-To-Oranges’: Nielsen’s Clarizio

LAS VEGAS — It was billed as a first, and a successful one at that. In October, Yahoo broadcast its first ever live stream of an NFL football game, the one  between the Jacksonville Jaguars and Buffalo Bills from London. After the final whistle, Yahoo claimed to have broken ground by attracting 15m viewers. That would have made […]

 
 

Panel Debate: comScore vs. Nielsen vs. Rentrak: Finding Friction With Competing Ad Currencies

FORT LAUDERDALE — Fragmented content consumption has given rise to platforms that help advertisers and buyers aiming to put measurement back together. The only problem? They’re fragmented, too! Does any of this matter? Some marketers are becoming excited about the prospect of unifying ad measurements in to a single, holistic metric. But is that feasible? An entertaining panel convened at […]

 
 

Dynamic Ad Creativity Is Science-Fiction: Nielsen’s Solomon

The prospect that, in a connected era, TV ads could be assembled from multiple component parts to make up a 30-second spot that is custom-built for a particular individual viewer is getting some marketers is excited. But how viable is this idea, really? Nielsen’s precision and planning SVP Eric Solomon reckons: “Dynamic creative, at an individual […]

 
 

Nielsen Girds for Total Audience Measurement in 2016

FORT LAUDERDALE — One of Nielsen’s biggest goals for 2016 will be to introduce its multiplatform measurement tool tracking “total content ratings” into the marketplace, says David Hohman, Nielsen’s agency solutions EVP in an interview with Beet.TV. These sorts of advances can enable more “one-to-one marketing,” he says. The tool is designed for “total audience measurement” and to […]

 
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