TransUnion Acquires People-Based Marketing Firm TruSignal

On the heels of its recent investment in OTT data specialist Tru Optik, TransUnion has acquired people-based marketing technology provider TruSignal. Both relationships will help to enhance TransUnion’s role as an “enabler” that helps map consumer identities in a complex, multi-platform world, says the Matt Spiegel, the company’s EVP of Digital Marketing Solutions and Head […]

 
 

Mapping The Identity And Privacy Challenges With 4INFO’s Jenkins

Mapping consumer identities for the purposes of advertising targeting and attribution isn’t getting any easier in the face of rising privacy standards and consumer expectations. That’s in addition to the challenges TV programmers face in trying to stitch together their various viewing platforms, says 4INFO CEO Tim Jenkins. Finding a common ID across platforms for […]

 
 

WarnerMedia Teams with Xandr to Guarantee Advertising Outcomes, Donna Speciale

In addition to unveiling new and returning series, WarnerMedia used its UpFront presentation today to share case studies showing linear television’s impact on business outcomes and discuss its upcoming SVOD and AVOD services. “What I’m thrilled about is that we’re going to be showing a lot of results,” WarnerMedia President of Ad Sales Donna Speciale […]

 
 

TEGNA’s Daigle Explains Data And Analytics Partnership With Alphonso

TEGNA’s new partnership with Alphonso  provides advertising campaign attribution across linear television and OTT “in one fell swoop” and enhances the local station group owner’s consultative sales approach, says VP of Sales Intelligence Jessica Daigle. “We’ve entered into a new era where people are not buying platforms. It’s not just TV is the only game […]

 
 

Premion’s OTT And Connected-TV Solution Draws Local And National Advertisers

When local television station group owner TEGNA launched Premion in 2016 for one-stop OTT advertising, it didn’t know just how quickly local advertisers would take to OTT and connected-TV. “The point is that local caught on really fast,” says Premion President Jim Wilson. “We wanted to make sure that there was an opportunity to bring […]

 
 

Fox’s Callahan: Leaner Company Has A ‘Nimble Willingness To Partner’

It will be a new and nimbler Fox traversing the UpFronts and Cannes this year, evangelizing live events and enabling “the right mix of methodology and optimization” for audience targeting. “We are excited about the new portfolio,” Dan Callahan says of Fox Corp. following the sale of film and television assets to Walt Disney Co. […]

 
 

As TV Platforms Converge, So Do Buyers: Premion’s Wilson

Buyers of digital media and buyers of traditional television are “kind of meeting in the middle” when it comes to OTT and connected-TV” is the viewpoint of Premion’s Jim Wilson. They are attracted not just by audience reach but tying business outcomes to exposures. A division of TEGNA, Premion is an advertising platform for regional […]

 
 

Tubi Teams With Samba TV For Measurement, Adds New Advertising Formats

Advertising-supported streaming television provider Tubi has a new partnership with Samba TV to measure reach and frequency gaps across linear and OTT. The move comes as Tubi is introducing first-position, guaranteed ad pod impressions along with 60- and 90-second formats, trailers and sponsorships. “The marketplace for ad-supported is a coiled spring,” Tubi Chief Revenue Officer […]

 
 

New Formats Emerge As Consumer TV Choices Grow: Publicis’ Cohen

The “proliferation of great content” on television platforms basically guarantees that advertisers will be chasing the right amount of advertising for a very long time. “You’re going to naturally see consumers shift their viewing habits based on that,” says Yale Cohen, EVP of Activation Standards at Publicis media. “If they’re not happy with the experience […]

 
 

With OTT At ‘Critical Mass,’ Ad Experiences Take Precedence: Omnicom’s Candela

Lots of OTT television choices means a boon for consumers, but it also means programmers must balance ad loads better. “That’s certainly a place we have to keep an eye on with OTT,” says Onmicom Media Group’s Sal Candela. “A lot of viewers flocked to OTT very early on from the fact that it gave […]

 
 

TV Viewing Gaps Require Layering On A Multitude Of Data: MODI’s Winkler

If finding disparate television audiences can be compared to the process of creating a cake, right now there’s no foreseeable cap on the number of layers that might accrue. This is because the current big push is to deliver incremental advertising reach and frequency using a variety of platforms and data providers. In this interview […]

 
 

MediaLink’s Kassan Ponders The Impact Of TV Battles On Advertising

As the “battle of the titans” in streaming television rages on, advertising won’t be going away anytime soon, according to MediaLink’s Michael Kassan. “I think it’s going to have to find its level,” the Chairman & CEO says in this interview with Beet.TV at the 2019 Digital Content NewFronts. “I think it has to be […]

 
 

Hulu Will Test New Ad Format Suited To Binge Viewing

As Hulu unveiled a slate of new content offerings at its NewFronts presentation today, the streaming television service said it will beta test a new advertising format called the “binge advertising experience.” The new format will make it possible for marketers to target binge viewers with creative that is situationally relevant to their viewing behavior, […]

 
 

Fox’s Levine Joins 605, Sees A ‘Multi-Currency’ Future

As Noah Levine joins 605 from Fox, he sees in the television data analytics firm the capabilities of helping clients navigate a “multi-currency future.” He joined 605 two weeks ago as Chief Revenue Officer “because I believe the TV industry is entering a new period of change,” Levine says in this interview with Beet.TV. “The […]

 
 

Balancing Ad Investments, Frequency Across Linear & OTT: Horizon’s Samantha Rose

Managing advertiser’s television spending and ad frequency at the same time in the OTT world is still quite complicated. “It is very disparate and there are a lot of different options. We’re not looking at a singular GRP anymore,” says Horizon Media’s Samantha Rose. Despite early skepticism about the potential for ad-supported OTT services, they […]

 
 

Xandr Media’s Brown On Incremental Outcomes Boost Across TV Screens

AT&T’s Xandr Media unit is showing advertisers the incremental impact on business outcomes from the combination of both big- and small-screen television viewing, given the preferences of younger viewers. “From a TV perspective, younger audiences have left. The deeper ratings decline is within kind of the younger set and they’re just watching digital video, they’re […]

 
 

Regardless Of The Source, Unwatched Video Isn’t Viable: IRIS.TV’s Harrison

Amid the “battle that we’re seeing play out right now” among major media companies for streaming video revenue, one thing is certain. It’s hard to monetize video that doesn’t get watched, according to IRIS.TV’s Daniel Harrison. “You’ve got a lot going on, but ultimately each of these companies needs to figure out a strategy that […]

 
 

Hearst Television Integrates With FreeWheel Monetization And Revenue Management Platform

Hearst Television’s Hearst Anyscreen OTT offering is adding scale through an integration with FreeWheel’s Monetization and Revenue Management platform. It’s a first step toward also enhancing the value of its local broadcast inventory. “They’ll be putting demand into our marketplace and doing audience extension to find their audiences on other premium content in service of […]

 
 

Gamut Branching Out To National OTT Inventory Under Williamson

With its roots in local print, radio and television advertising, Cox’s Gamut has been branching out in recent years via partnerships with national TV networks for their OTT inventory. “So now we have an opportunity to be able to help local buyers kind of round out their entire local market video spend, get incremental reach […]

 
 

Xandr Media Finds More Buyers Leveraging Addressable TV for Reach and Frequency

During next month’s TV Upfront, AT&T’s Xandr Media will unveil “a big upgrade” for television advertising, a main thrust of which will be the use of ads addressable to devices households to frequency cap and manufacture reach. The company will present at it’s first “Xandr Front” event on May 14. “There is a need to […]

 
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