With 2.2 Million Households, Sling In Year Of Addressable Convergence With Dish

The year 2018 is one of “convergence” for Dish Network and its streaming Sling TV service, which combined now offer addressable advertising to about 9 million households. “We spent a lot of last year tying together the existing data partnerships on the Dish side with the Sling side and making sure that attribution and reporting […]


Look Beyond Media Tactics To Brand Strategy: Simmons CEO Feigenson

SAN FRANCISCO – One of the many positive outcomes that have emerged as the result of major marketers demanding greater digital transparency is a renewed focus on data quality. “I think what’s actually exciting is that we’re coming back to a sense of quality after a large period of flux,” says Simmons CEO Andrew Feigenson. […]


OpenAP Targeting Consortium Looking Beyond Traditional Measurement Data Sources, Fox’s Nicole Ruby

SAN FRANCISCO – As the advertising industry inches its way to more addressable linear TV, the OpenAP audience targeting consortium is looking to add more datasets to its platform. “There’s still a lot that we’re looking to be able to bring into it,” says Nicole Ruby, VP, Advertising Data Solutions, Fox Networks Group. Within OpenAP, […]


Wavemaker’s Castree Explains Purchase Journey Planning, Endurance Of Mixed Trading Models

Tim Castree likes to think about audiences “as the nests that sit inside that larger purchase journey context to opportunity.” Until you can completely understand those consumers, you cannot target them to fulfill those opportunities. Wavemaker uses a two-step process that begins with identifying “the gaps, barriers, challenges, opportunities” associated with the purchase journey, the […]


Integrated, Census-Level ACR Data Key To Determining Reach And Frequency

While the glory days of reaching 75% of television households with just one commercial are long gone, automatic content recognition (ACR) stands to help advertisers calculate incremental reach. “That can certainly be valuable, says Jonathan Bokor, SVP, Precision Video, Publicis Media. Bokor discusses the challenges posed by using disparate datasets depending on TV/video tactics in […]


NBCU: Powered By Marketers’ Datasets, Advanced Television Keeps Getting Better

SAN FRANCISCO – Offering marketers mass reach is what television’s always been about. But in this age of advanced TV, it’s becoming more about “mass, targeted reach,” according to Mike Rosen. The EVP of Advanced Advertising & Platform Sales at NBCU talks about taking an agnostic approach to more advanced audience targeting and why the […]


Laura Desmond: Agencies Undisputed Leaders Of Data ‘Alchemy’

SAN FRANCISCO – It can be pretty scary when a Chief Growth Officer forecasts a big decline in advertising spending in the next five years, as Publicis Groupe’s Rishad Tobaccowala did recently. To his former comrade Laura Desmond, it’s a call to action that agencies are in a unique position to fulfill. That’s because agencies […]


Wavemaker Credo: Understand Consumers And Their Purchase Journey, Then Choose Technology

Consumer purchases aren’t made in a vacuum. Which is why understanding all of the variables that precede actual purchases is the key to unlocking the consumer journey. “The idea that you go somewhere, you decide you want something, you make that purchase and then you’re done is incorrect. Inherently it just doesn’t make sense. It […]


To OpenX, Take Digital Quality Standards ‘And Run With Them’ Is The Path Success

SAN FRANCISCO – Investing in quality seems to be paying off huge for OpenX, the world’s largest independent advertising exchange. It just capped its 10th straight year of revenue growth, fourth consecutive year of profitability and its nascent video business saw 5,000% revenue growth in 2017. To CEO Tim Cadogan, the industry as a whole […]


ESPN Introducing Linear Optimization In The Quest For True Addressable Television

Although using first and third-party to target linear television audiences is in the testing phase, it stands to increase the attribution TV gets for prompting consumer behavior. “At ESPN, we certainly think the audience buying future is upon us,” says Vikram Somaya, SVP, Global Data Officer & Ad Platforms at ESPN. In this interview with […]


With More Than 700 Users, OpenAP TV Audience Consortium Eyes Growth Roadmap

Having launched last September 29, the OpenAP television audience targeting consortium platform of Fox, Turner and Viacom has more than 700 users. Meanwhile, Turner is beta testing mapping audience segments across its digital footprint. “We have a roadmap that takes us through essentially a 1.5 release and it’s going to go even beyond that,” Dan […]


TiVo Ramping Up TV Viewership Data ‘Quite Rapidly’ Via Service Provider Agreements

SAN FRANCISCO – Since its merger with Rovi, TiVo has been on a mission to bulk up its television viewership data by working with service providers “to acquire as much TV viewership data as we could amass,” says Walt Horstman, the company’s SVP/GM, Automated Media & Advertising. “So that’s been very successful and we have […]


As It Extends IdentityLink To TV, LiveRamp Looks To Make Addressable Campaigns Easier

SAN FRANCISCO – Television isn’t very “people-based” right now, a dynamic that LiveRamp hopes to change by extending its IdentityLink platform to the TV space. “There’s a lot of untapped opportunity in TV,” says LiveRamp Co-CEO Anneka Gupta. “It’s not very measureable.” The IdentityLink extension was announced to coincide with RampUp 2018, the LiveRamp conference […]


Alphonso And IRI Data Match Produces Scale For TV Attribution, Informs Digital Campaigns

SAN FRANCISCO – Matching IRI purchase data for 100+ million households with television ad exposure data from Alphonso’s 34 million household penetration produces “the missing piece” of multi-touch attribution. What finishes the puzzle is 12 million common households and more ways that TV can help to inform digital. “We’re seeing a full circle here where […]


Wavemaker: Consumer Engagement Is Conversations, Not ‘One Big Idea’

Creativity in media is less about pushing one big message out to lots of people than it is generating conversations with consumers at every step of their purchase journey, says David Gaines, Chief Strategy Officer, Wavemaker US. “We’re moving away, I would argue, from media planning and saying ‘well, we actually need a content strategy,’” […]


Forrester Survey Of ANA Members: Addressable TV At Inflection Point, Will Grow Rapidly

SAN FRANCISCO – Based on a survey of 88 Association of National Advertisers members and the Everett Rogers innovation adoption model, addressable television advertising has reached its inflection point and will grow quickly. This is because 15% of respondents regularly include addressable in their TV plans while another 35% have experimented with it. “These numbers […]


Wavemaker’s ‘Principal And Defining Obsession’ Is The Purchase Journey: CEO Tim Castree

Few people would contend that the modern consumer journey leading to purchases of products and services is easy to understand. But for Wavemaker, it’s a distinct way to both differentiate itself from other agencies while helping brand marketers cope with fragmentation and focus on optimizing the right things. This is why Wavemaker’s “principal and defining […]


Fox Networks Group Focus: Audience Target Optimization, Reducing Risk With Guarantees

The OpenAP audience-targeting consortium of Fox, Turner and Viacom has made it a lot easier to talk about advances in the traditional television ecosystem. And while last year’s Upfront was “very, very strong” for Fox, “this Upfront is going to be exponentially more powerful about focusing in on this type of conversation about precision audiences,” […]


Audience Delivery Across Platforms Will A Big Focus Of Upfront: Omnicom Media Group’s Jonathan Steuer

While it’s clear that the ratings erosion in linear television “dam has broken,” more networks offering their audience audience targeting solutions means more walled gardens, according to Jonathan Steuer, Chief Media Officer, Omnicom Media Group. Meanwhile, during this year’s TV Upfront season, “There’s going to be a much bigger focus on delivery across all platforms,” […]


NBCUniversal Will Trim Original Primetime Programming Ad Clutter By 20% This Fall

Declaring that “less is more” when it comes to the television viewing experience, NBCUniversal says it’s cutting advertising clutter by 20% in original, primetime programming and 10% across the portfolio starting this fall. In addition, the media giant is launching a new, 60-second, contextually programmed PRIME POD in the first or last break of a […]

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