Out-Of-Home Viewing Metric Assigns Value To Overlooked Audiences: Nielsen’s Kelly Abcarian on Turner Deal

Television networks whose programming is seen in such out-of-home venues as airports, restaurants and offices are getting a welcome lift from Nielsen. Lift as in the incremental size of OOH audiences beyond traditional ratings metrics. Time Warner’s CNN and Turner Sports this week signed on for Nielsen’s OOH measurement service, which uses a panel of […]

 
 

Fox Networks’ Noah Levine On The Six-Second Ad Format, Enhanced FX Offerings

Pleasing television viewers while meeting advertiser goals is the constant balancing act facing ad-supported content providers. With this in mind, Fox Networks Group recently embraced YouTube’s six-second ad format as it continues to experiment with limited-ad offerings and enhanced audience targeting. “Our biggest form of competition in human attention in the entertainment television space is […]

 
 

NBCUniversal’s Denise Colella: ‘Best Upfront Ever’ With Big Demand For Data Products

Coming off of its best TV Upfront ever, NBCUniversal has seen at least a tripling of its data products. While it’s a testament to the company’s investments in data capabilities and the NBCU Audience Studio, there’s still work to be done to deliver the best possible ad experience to consumers. This is the assessment of […]

 
 

FOX’s Marchese, ESPN’s Johnson Sort New Ad Currencies for Premium Video

CANNES – Are media buyers too preoccupied trying to define “TV” and “video”? It’s worth approaching the issue from the sell-side, by way of Fox and ESPN. The answer rests on delivery systems, according to Joe Marchese, President, Advertising Revenue, Fox Networks Group. “The idea is, is a stream being delivered in a way in […]

 
 

Tracking The Consumer Purchase Journey With MEC’s Nathalie Haxby

CANNES – For MEC, understanding the consumer purchase journey involves making waves and showing clients how their “momentum” stacks up against competitors. It’s a blend of data, content and technology—something that the Cannes Lions festival is catching up to, according to the global media agency’s Nathalie Haxby. “We’re seeing a lot of that now with […]

 
 

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. […]

 
 

Buy-Side Vets Tackle Audience Measurement, Creative Output Challenges

CANNES – Delve into the challenge of cross-platform video audience measurement with three buy-side veterans and you’ll get sports metaphors, frustration and eager anticipation for things like Facebook’s plunge into scripted programming. So it was when Comcast presented a panel at the Cannes Lions Festival of Creativity featuring Amplifi US’s Lucas Cridland, Magna’s David Cohen […]

 
 

Time Inc.’s Andrew Snyder On Bridging Digital, Augmented Reality And Legacy Print

CANNES – What does drinking beer and scaling Mt. Everest have in common? For Sports Illustrated, it was an issue dedicated to augmented reality with Coors Light tagging along in a “high-touch, custom-created solution.” The May 8 issue of SI was an AR-lover’s dream as it enabled readers to scan its content without the use […]

 
 

TV Still ‘Massively Important’ In LATAM Markets: MEC’s Renato de Paula

CANNES – U.S. television broadcasters can take solace in the fact that it’s not just their world that is being upended by digital distribution. The same thing is happening in Latin America. “Everybody’s trying to reinvent themselves in one way or another,” says Renato de Paula, CEO of MEC Latin America. “We are experiencing video […]

 
 

MEC’s Shenan Reed: Cultivating Walled Gardens, Watching For The Next Behemoth

CANNES – So many video ad units and platforms, so many ways to attribute value to those units. “Trying to figure out the value of a video ad unit depending on where it runs seems to be one of our challenges as an industry,” says Shenan Reed, MEC’s Chief Digital Officer for North America. And […]

 
 

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 […]

 
 

Alphonso’s Mark Gall: Connecting TV To Mobile, Consumer Ad Exposure To Results

CANNES – If you are one of the many people whose attention to a television show is shared by another device, there’s a decent chance Alphonso knows what you’re watching. The automatic content recognition company indexes TV like Google indexes the Internet. So when an Alphonso SDK in a tablet, smartphone, smart set-top box or […]

 
 

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 […]

 
 

While Video Formats Differ, It’s The Allocation Of Value That Counts: ESPN’s Eric Johnson

CANNES – Call it television, video or neither. What matters to ESPN’s Eric Johnson is that it delivers “value and impact” to advertisers. Like other attendees of the Cannes Lions Festival of Creativity, Johnson welcomed the many conversations about how the industry can come together and drive more effective ways of measurement. “We’re trading on […]

 
 

Fewer Commercial Interruptions Benefit Viewers, Advertisers: truTV’s Chris Linn

CANNES – Reducing commercial ad loads on network television is paying dividends for viewers and advertisers. Now the industry needs to balance context and content to improve the ad experience on digital platforms. That’s the prognosis of Chris Linn, President of Turner Entertainment’s truTV, which was the first network to announce limited commercial interruptions “and […]

 
 

Advertisers Want Great Content At Scale: Time Inc.’s Rich Battista

CANNES – Time Inc. doesn’t foresee a letup in the niche segmentation of television content going forward. And even if that content doesn’t attract huge audiences, that’s okay as long as viewers are “super engaged,” according to Rich Battista. Just in case this prediction doesn’t pan out, Time Inc. will be churning out all manner […]

 
 

Oath’s Pledge To Advertisers: Trusted Brands, Data And Distribution

CANNES – Sailing against companies like Facebook and Google, Oath—the combined AOL-Yahoo entity—finds itself navigating deeply competitive waters. So it’s apt that the person chosen to pilot the new vessel, John DeVine, not only ran Yahoo’s global operations but also is a former U.S. Navy officer. Oath is a portfolio of more than 50 media […]

 
 

Balancing Ad Loads, Seeking Consumer Value Exchange: Publicis Exchange’s Dave Penski

CANNES – In a world of seemingly endless video content choices, one thing is still missing: a better value exchange in which consumers realize that watching commercials might just be worth it. “I think it’s one of the things we’re kind of missing,” Dave Penski, CEO of Publicis Media Exchange Americas, says in this interview […]

 
 

FreeWheel Council for Premium Video Europe Debuts At Cannes With Major Industry Support

CANNES – Expanding its premium video advocacy footprint beyond North America, FreeWheel debuted the FreeWheel Council for Premium Video Europe (FWCE) at the Cannes Lions Festival of Creativity. Right out of the gate, the FWCE garnered the support of the some of the biggest TV programmers and operators across the region. Initial FWCE members include […]

 
 

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 […]

 
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