TV Needs an Impression-Based Currency for Pay-Per-Performance: Sinclair’s Rob Weisbord

Pay-per-performance is an idea that’s gaining traction among buyers and sellers of media that increasingly talk about a “common currency” that unifies audience metrics for traditional channels like linear television with newer digital platforms. For station owners like Sinclair Broadcast Group, which covers about 40% of U.S. households, a common currency is significant in providing […]

 

OTT Shows Key Strength in Impression-Based Targeting: Pinnacle’s Kate Diehl

CHICAGO – The growth in over-the-top (OTT) video services has given advertisers another way to reach households that either canceled cable and satellite services of never signed up for them. Marketers and their media agencies also can get quick access to viewership data, helping them to make adjustments to their campaigns and complement their linear […]

 

TV Must Embrace Digital-Style Buying: Ampersand’s Pangis

Can a “GRP” transform into a “CTR”? The evolution of TV metrics may not be so, well, linear – but Nicolle Pangis believes that television must quickly learn to speak digital’s language if it is to truly benefit from the connected TV opportunity. Pangis is CEO of Ampersand – the initiative of Comcast, Cox and […]

 

Local TV Buys Gain From Digital Insights: Hudson MX’s Jay Stevens

Local TV advertising is getting more sophisticated with the development of technologies to help media buyers with their decision-making. That development is part of the broader convergence of traditional linear TV with various digital platforms that are gaining great consumer acceptance. Advertising agencies are responding to this convergence by combining the expertise of their broadcast […]

 

TV Ads Move Toward Cross-Platform Delivery: ViacomCBS’s Travis Scoles

Improved measurement of addressable advertising will underpin its growth as marketers and programmers have more tools to determine its effectiveness and hone their strategies in a cross-platform environment. Making those platforms more comparable is a key goal as TV audiences grow more fragmented among a growing number of choices among linear and over-the-top (OTT) channels. […]

 

‘We’re Breaking Silos for Audience-Based Buying’: OpenAP’s David Levy

LOS ANGELES – Tracking cross-platform viewership to ensure that advertising reaches its intended audience has become much more sophisticated as marketers, agencies, media outlets and measurement companies combine their consumer data in various ways. The goal is to create a “common currency” that helps to unify the measurement of audience exposure among traditional channels like […]

 

How MVPDs Will Extend Addressable Ads Nationwide: Comcast’s Larry Allen

Marketers are on the verge of expanding their addressable advertising efforts nationwide as cable TV companies work together to provide greater reach. Instead of being confined to two minutes an hour in local markets, addressable advertising inventory is expanding to 14 minutes among more households served by multichannel video programming distributors (MVPDs). “The goal is […]

 

‘TV Will Never Be the Same’: Comscore’s Carol Hinnant

Buyers and sellers of media increasingly talk about a “common currency” that helps to unify the measurement of audience exposure among traditional channels like linear television and newer digital platforms. Metrics that make comparisons of ad impressions more meaningful are becoming a reality, helping to support the ongoing growth in addressable advertising. “TV as we […]