Steve Ellwanger

Trying to reach left-handed nurses who like to bowl? The process starts with “a small piece of the truth” that Experian Marketing Services teases into a scalable advertising target. Explaining the evolution of Experian’s work with television providers, Kevin Heindl, who is Director of Partner & Advertiser Solutions, said the company used to solve the […]

For DISH Media Sales, addressable television is both a futures and a future market. The former relates to uncertainty over when addressable inventory will run, while the latter is the eventual blending of DISH linear ads and ads on the company’s Sling service. “When you think about buying an audience with addressable television it’s a […]

Now that television networks finally have personally identifiable information about their viewers from over-the-top services, they’re better able to sell their audiences to advertisers. But misconceptions about addressable TV are still common, according to the Director of Television Solutions at Experian Marketing Services. “The networks as we all know never used to have any PII […]

While brands are expending considerable resources to reach the right consumer at the right time with advertising messages, once they reach those people “they’re still saying the same thing,” according to Victor Wong, the CEO of Thunder, a creative management platform. A software-as-a-service provider, Thunder did a survey with a major digital advertising exchange showing […]

While automobiles and insurance have long gone hand in hand, the auto category was among the first to embrace addressable TV ads. Now insurance companies are jumping on board, not only to activate lapsed homeowner policyholders but also to focus on niches like motorcycle coverage. In an interview last week in Manhattan during the Beet.TV […]

Putting technology aside, one of the biggest hurdles facing the growth of addressable television advertising—along with addressable ads on other platforms—is that of perception, according to the Director of Product Marketing for Experian Marketing services. “The biggest challenge is people think addressable TV advertising is sophisticated,” Brienna Pinnow said in an interview last week in […]

When Cardlytics was founded in 2008, using banking data to inform more targeted advertising campaigns was “just a twinkle in the eye” of its founders. They were happy to be able to connect marketers with online mobile banking customers based on their behavioral attributes. Now, within about 48 hours, agencies can determine from Cardlytics how […]

For brands and media companies that want to reach audiences like Millennials, multicultural households and homes with kids, over-the-top is “becoming less of an opportunity than a necessity,” according to the co-founder of Tru Optik, Andre Swanston. Tru Optik boasts the world’s largest census-level database of global OTT media consumption. Specifically, anonymized information—gathered without cookies—about […]

In less than two decades, Experian has evolved from a direct marketing provider with roots in snail mail and email to a big player in cross-channel solutions. Now it would like to expand its measurement capabilities in linear television, but that will require media owners to “play nice” so that everyone can benefit. “That is […]

If anything is holding back the growth of addressable television advertising, it’s not lack of inventory. DISH Media Sales, for example, manages some six million 30-second, addressable commercial spots each year, according to its VP of Media Sales & Analytics, Adam Gaynor. But for advertisers to deal with addressable TV operators and their existing technology […]

Ever heard of brands like Sennit, Glossier, VSCO or mymuesli? Interbrand cites these and dozens of others in its first annual Breakthrough Brands report because its Global CEO says marketers can probably learn something from these relatively young companies. “What we’re looking for is who’s going to be next,” Jez Frampton said in an interview […]

LAS VEGAS – While the mantra of the moment would appear to be cross-screen measurement of consumer behavior, Matt O’Grady says the “big nirvana” is cross-media measurement. That means not only knowing what people are doing on digital and mobile devices but being able to pull in television viewing, print reading and radio viewing. Those […]

CANNES – Marketing veteran Jordan Bitterman sees a “flight to safety” delivering advertiser dollars to places like Facebook and Google as marketers try to avoid ad fraud and other problems within the digisphere. He believes this, in turn, could have the longer-term effect of prompting other digital properties to make themselves brand-safe. Bitterman, whose career includes full-service […]

CANNES – At the end of this year’s television Upfront presentations, Lou Paskalis sensed a “digital divide” between media sellers. He credits ESPN, NBCUniversal and Turner for having making data an integral part their value propositions by virtue of the data pedigrees of their executives. In an interview with Beet.TV, the SVP of Global Communications, […]

LAS VEGAS – How do you determine where a line should be if it is constantly shifting? The line in question is consumers’ tolerance for ads in digital and traditional television programming and it changes along with their changing preferences, according to Nielsen’s President of U.S. Media. Lynda Clarizio says Nielsen’s two-day Consumer 360 conference […]

CANNES – Do data and technology that can enhance consumer television and video targeting for advertisers want to be open and uniform, or do they want to reside behind walled gardens? What started as a discussion about programmatic TV ads led to the bigger issue of openness, sharing and uniformity at a Carat-sponsored panel moderated […]

LAS VEGAS – The Nielsen Marketing Cloud wants to be known as more than just a data management platform. The distinction centers on two words: owned and integrated. Because Nielsen and its recent acquisition eXelate are “traditional data companies,” data access is one of the hallmarks of the Marketing Cloud, its EVP, Damian Garbaccio, says […]

LAS VEGAS – The next time you’re finishing a jog and check your mobile device, don’t be surprised if Gatorade is offering to reward your performance. It’s the respectful way to join brands with consumers on the go, according to Kiip Founder and CEO Brian Wong. Kiip (rhymes with keep) aims to be the nexus […]

LAS VEGAS – Early insights from Nielsen’s Total Audience measurement offering show a huge number of people viewing on-demand video content—viewers who fall outside of the standard seven-day audience measurement metric. When VOD is accurately measured, “we’re seeing significant lift from that viewing environment,” Jessica Hogue, SVP of Product Leadership at Nielsen, says in an […]

Not quite a decade ago, Experian was an integral player in the first test of addressable television advertising. Now, brand marketers are asking the information services provider to take them “beyond addressable TV” to coordinated, cross-channel targeting and advertising campaign measurement. How to achieve success along the way will be one of many topics of […]