The Marriage Of Digital & TV: Spectrum Reach’s Norris

For the longest time, it seemed like an unfair fight – digital platforms could sell super-targeted ads, whilst TV was stuck reaching the ill-defined mass. But now connected TV platforms mean digital-style ad buying can come to the living room, whilst even linear, old ad buys can benefit from digitally-infused planning. In this video interview […]

 

Don’t Forget To Feed The Funnel – How ‘Deterministic’ TV Can Build Brands, Too

The new super-power coming online in TV is tracking not only individuals’ viewership of shows and ads but, also, linking that viewership with eventual viewer outcomes, like website visitation, store visitation or even ecommerce purchase. That is why we are seeing so much discussion on whether advertisers will change their use of TV, which, traditionally […]

 

Skylar Kim and Jen Taylor: ‘Trying and Learning’ Paramount to Tune-In Marketing Partnership

What does a successful client-agency partnership look like when centered around tune-in marketing? In conversation with Beet.TV at the Beet Retreat in New York hosted by Horizon Media, Skylar Kim, svp of digital strategy and innovation at Horizon Media and Jen Taylor, senior director of digital marketing at A+E Networks, explained what has made their […]

 

At The Limits Of Attribution & Determinism: 605, WarnerMedia & Discovery Discuss

They are two of the key developments being touted to revolutionize TV ad buying – but are “deterministic” targeting and outcome attribution really up to scratch? During “Data Activation, the New Tool for Programmers”, a panel convened at Beet Retreat In The City, executives held a refreshingly frank discussion on the true state of two […]

 

The Past, Present and Future of Deterministic Data and Addressable Advertising

Data has reshaped the buy and sell sides of the advertising industry, as traditional channels begin to adopt digital tools. This shift in dynamic has meant the industry has had to evolve as well, and Spectrum Reach and Horizon Media are two such companies rethinking their strategies in a period of ongoing change. At the […]

 

Break The Silos: Horizon’s McElhinney On The Evolving Agency World

The changing capabilities of data-driven TV advertising are forcing ad agencies to change. In a panel dubbed “Finding A Path to Deterministic TV” at Beet Retreat In The City, Laura McElhinney, Chief Data Officer, Horizon Media, explained how her agency is adapting. McElhinney told Furious Corp CEO Ashley J. Swartz how Horizon is seeing challenges […]

 

TV Ad Attribution Can Go Beyond Outcomes: 605’s Levine

Connected TV devices are getting lit up with the new ability for advertisers to draw a straight line between ads shown to viewers and actions those viewers take as a result. It is the new practice of attribution, and technology vendors like TVSquared are busy helping broadcasters prove to advertisers how an ad exposure can […]

 

Spectrum Reach’s Kline: Linear and Digital TV Now Pushing Back on the Duopoly

With linear TV and digital colliding, the role of multichannel video programming distributors (MVPDs) has required fraternizing with the enemy to some degree. In conversation with VAB CEO Sean Cunningham at the Beet Retreat in NYC hosted by Horizon Media, David Kline, executive vice president of Charter Communications and president of Spectrum Reach, explains that […]

 

Horizon Media’s Campanelli: ‘First-Party Data Is the Holy Grail’

Addressable TV puts audience data and insight at the center of buyer and seller strategies, helping them to better target the people most likely to resonate with ad spots on both linear TV and, increasingly, OTT platforms. That’s helped inform smarter buys and has led to more transparency into how ads are performing and the […]

 

A+E Network’s Taylor: ‘Attribution Exists in a Way It Didn’t 5 Years Ago’

As A+E Network’s director of digital marketing, Jen Taylor is up against a lot of competition. No longer competing only against other channels, the network has to fight for attention against YouTube, other social media platforms and digital streaming channels. “The biggest challenge is the breadth of content available,” Taylor told Beet.TV at the Beet […]

 

Data Organization Key To Unleashing Advanced TV Ad Sales: Viacom’s Zilberbrand

The emerging future opportunities for selling TV ads smartly and with precision, in connected and even linear television channels, is messy and depends on getting your data house in order. So says one executive working on understanding audience behaviors for a media owner with dozens of channels. In this video interview with Beet.TV, Julian Zilberbrand, […]

 

Discovery’s Sam Garfield: The Full Force of TV Is Full-Funnel Attribution

Now more than ever, exploring new ways of compiling metrics as a way to best to approach television as a medium has become paramount. In a conversation with Beet.TV at the Beet Retreat in New York City hosted by Horizon Media, Sam Garfield, vp of data strategy and advanced advertising planning at Discovery Communications, explains […]

 

Horizon Media’s Rose: Don’t Underestimate Linear TV

What’s the best way to stay on top of advertising trends in television? In a conversation with Beet.TV at the Beet Retreat in New York City hosted by Horizon Media, Samantha Rose, senior vice president of video at Horizon Media says that it takes having conversations with different figures across the industry as well as […]

 

WarnerMedia Focused On Unlocking National Addressability: Aversano

“Addressable” TV technology promises advertisers the ability to precision-target ads at individual households. But, over the last year, Beet.TV has heard several executives say that nationwide roll-out must be solved if the opportunity can truly be unlocked at scale. Now WarnerMedia is gearing up to make announcements on how it wants to unlock that opportunity. […]

 

‘We Have the Best Data in the Business’: Spectrum Reach’s Kline

David Kline, the EVP of Charter Communications and President of Spectrum Reach, knows that his company is playing catch up to ad tech. But he’s confident that now, his company has “the best data in the business.” “I’ll tell you why,” Kline told Sean Cunningham, CEO of VAB, in conversation with Beet.TV at the Beet […]

 

VAB’s Cunningham: DTC Brands Reflect the Current State of Television

To get an idea of how TV’s role has changed for marketers, just look to DTC brands, says Sean Cunningham, CEO of the Video Advertising Bureau. “They reflect what the current state of television is, which is full funnel, all the time,” Cunningham told Beet.TV at the Beet Retreat hosted by Horizon Media in New […]

 

Smart TV Is Pulling Ad Spend Back From Digital: Horizon’s Campanelli

For so many years, the fear has been that the major online platform companies were sucking money from traditional media. But television may now be pulling back some of that ad spend, because the old dog is learning new tricks. “Several years ago there was a big move towards the digital side of things and […]

 

I Want My DTV: Furious’ Swartz On ‘Deterministic’ Television

Traditionally, TV has suffered from estimating knowledge about its viewers. The industry has come to call this “probabilistic” targeting. But its flip side, “deterministic” targeting, promises to give advertisers more accuracy by using real viewer data to find the known audiences. As LiveRamp explains it: Deterministic: “Create device relationships by joining devices using personally identifiable […]

 

Addressable TV Hitting Scale: 605’s Horner

Some of the best dishes take a long time to cook. And that has certainly been the case with advanced TV ad targeting, the new practice of laser-guiding ad creative for just the right viewer of a connected TV device. In this video interview with Beet.TV, the woman who runs product at a leading TV […]

 

TV Can Go Deterministic: 605’s Levine

Traditionally, TV has suffered from inadequate knowledge about those viewers. The industry has come to call this “probabilistic” targeting. But its flip side, “deterministic” targeting, promises to give advertisers more accuracy, by using real viewer data to find the known audiences. Still, at this stage in the game, too few executives understand enough about the […]