Five Years Out: How Data Will Change TV Ad Buying according to Nielsen, Cross MediaWorks, Turner & Sinclair

MIAMI — It is the “new oil” that is fuelling value creation in businesses across the world, and now the TV ad sales business is really getting its motor running on data. Advertisers’ own primary data, off-the-shelf datasets and more… a new world of viewer information has opened up to make TV ad targeting to […]

 
 

WPP’s New Finecast to be Global, Advanced TV Ecosystem

MIAMI — It has a large and increasingly switched-on populace, and, when it comes to television, more and more of that consumer base is going straight to over-the-top. In this video interview with Beet.TV, the CEO of a company GroupM has established to work on addressable TV advertising in the UK has an observation that may […]

 
 

Catalogers Prime Targets For Addressable Linear, OTT TV: Matter More Media’s Tracey Scheppach

MIAMI – The year 2018 and, in particular, the Upfront television market will see a “tipping point” in achieving greater audience targeting precision. This should resonate well with direct-mail catalogers who should be looking beyond the mailbox to the set-top box. Thus says Tracey Scheppach, the former Publicis executive who spent upward of 15 years […]

 
 

Sorenson Media’s Shears On Linear Addressable: ‘We’re Essentially Creating An Ecosystem’

MIAMI – Although best known for its video encoding software, Sorenson Media wants the television ecosystem to think holistically by using smart-TV data to inform every second of the viewing experience. Two of the company’s newest products are a measurement solution for local broadcasters and addressability for linear TV, according to VP of Advertising James […]

 
 

Nielsen’s Comcast Deal Meets Growing Data Demand: Abcarian

MIAMI — The partnership Comcast and Nielsen announced last month came as TV and advertising companies are making bigger and bigger demands for data that understands the modern viewer, according to one of the women familiar with the deal. The deal involves Comcast agreeing to give its set-top data to Nielsen’s local TV measurement service. “The need […]

 
 

Brands Need Core Competencies To Own And Effectively Mine Their Data: Cross MediaWorks’ Paul Alfieri

MIAMI – Looking at the competition between digital and television as some kind of warfare isn’t very productive, according to Paul Alfieri, CMO of Cross MediaWorks. “TV shouldn’t be looking at Facebook or Netflix and saying they’re stealing our revenue,” says Alfieri. “TV should be saying what are Facebook and Netflix and Amazon and Google […]

 
 

Digital Programmatic Disciplines For Television Are A Game Changer: DISH/Sling’s Adam Lowy

MIAMI – With addressable and programmatic advertising converging in the form of OTT television, expect a lot more one-to-one brand messaging and interactive viewer functions like commerce. “By bringing the strength of programmatic from the online and digital space over to this converging marketplace, it really changes the game of how you can buy and […]

 
 

Essence’s Gerber Says SVOD & Middle-Men Worse Than Duopoly

There is no shortage of horror, in digital media circles, that it is big platforms which are gobbling the lion’s share of ad spending. The latest Zenith figures estimate Google and Facebook took 96% of spending outside of China last year. But one of the world’s biggest media-buying agencies says there are bigger problems than […]

 
 

How 605 Has Helped Charter’s Data-Driven TV Ad Sales

MIAMI — The announcement was made in the summer but, already, it seems like cable operator Charter and TV ad data tech outfit 605 have converted their partnership in to visible results. In July, the pair announced 605’s methodology and technology would be used by Charter to fuel census-based TV measurement and analytics. In this recorded […]

 
 

Honeycomb TV Considers US Roll-Out In 2018

MIAMI — A European ad-tech firm founded by Adstream executives is examining a US launch for some time in 2018. Honeycomb TV, operational in the UK, France and Spain, was founded in London to help deliver TV ads to broadcasters for play-out. And the experience negotiating European regulatory terrain may stand it in good stead. […]

 
 

NinthDecimal’s Brian Kilmer On The Power Of Mobile To Drive Store Traffic

MIAMI – If you “see” consumers an average of 1,200 times each month, thanks to their mobile devices, you get a pretty good idea of their retail habits. Those learnings can empower new ways of understanding how website traffic impacts store visits. When location-data marketing platform NinthDecimal studied the connection between digital assets and offline […]

 
 

Videology’s Self-Serve Ad Platform Reboots The Business Model

MIAMI — At the end of a year in which the “transparency” debate and the arcane structure of agency and tech platform fees have come under pressure, some vendors have begun to accede to demands for a new way of working. Case in point: Videology, one of the leading providers of technology to enable advanced […]

 
 

What TV Can Learn From Digital In Audience Targeting: 4C Insights’ Anupam Gupta

MIAMI – Sometimes you need to learn from new media channels in order to better understand and use the ones that are much older. Social media and television is a case in point. Media technology provider 4C Insights cut its teeth on digital platforms like Facebook, Instagram, Twitter and others. As it shifts into the […]

 
 

With New Funding And Facebook Insider Status, Clinch Ramps Up Personalized Video: CPO Boaz Cohen

MIAMI – Personalized video provider Clinch has gained a bird’s-eye view inside the walled gardens of Facebook and Instagram. It’s one of just three companies out of several hundred applicants chosen to participate in Facebook’s global Marketing API Accelerator program, which concentrates on areas that are key to the social media giant. “We’re the video […]

 
 

Advertisers ‘Empowering’ Their Data For TV Buying: NBCUniversal’s Mike Rosen

MIAMI – What used to be transactional relationships based on dayparts and demographics in the television business is quickly evolving into “more of a data relationship,” according to NBCUniversal’s EVP of Portfolio Sales, Mike Rosen. “This is happening so quickly. What we now realize is it’s leading to a very different kind of relationship we […]

 
 

Three Ways OTT Ads Are Different, According to Innovid’s Chalozin

MIAMI — Slowly but surely, TV advertising has arrived on the internet. But now it needs to start functioning more like TV advertising again. In this video interview with Beet.TV, one of the leading platforms helping brands deliver ads to over-the-top TV platforms says the potential is huge – but OTT ads are a different […]

 
 

In TV, It’s Demographics To Audiences To Outcomes: Eyeview’s Brian Katz

MIAMI – If the folks at Eyeview are correct, there’s a predictable progression happening in the advertising world as it moves from buying audiences on broad demographics to more targeted transactions. “Everyone’s going to eventually move to outcomes,” says Brian Katz, the company’s VP of Advanced TV Insights & Strategy. “The CMO’s on the marketing […]

 
 

Lack Of Yield Optimization By TV Sellers Carries A Big Cost: Furious Corp.’s Ashley J. Swartz

MIAMI – A lack of television advertising inventory yield optimization by media companies can lead to “extreme volatility in pricing” to the tune of nearly 10% of topline revenue. “That is ultimately what is driving the opportunity cost of not maximizing yield,” says Furious Corp. CEO Ashley J. Swartz. Furious Corp. began operations in 2014, […]

 
 

Videology’s Tony Yi: Search, Last-Click Attribution ‘Don’t Behoove Traditional Media Companies’

MIAMI – The fragmented TV viewing environment is reality. But it doesn’t pay to wait for “the perfect system” for cross-screen measurement and ad campaign attribution. “I think the time is now,” says Videology’s Tony Yi. “Facebook video impressions are growing exponentially. Amazon is out there in full force.” In this interview with Beet.TV at […]

 
 

Oracle Data Cloud’s Daniel Harrison On The Quest For Holistic Digital, TV Planning And Activation

MIAMI – It’s hard to think of a company that has ramped up more data prowess than Oracle Data Cloud. But even with companies like BluKai, Datalogix, AddThis, Crosswise and Moat under its wing, achieving unified cross-screen audience measurement isn’t going to be a cake walk. “That is certainly one of the objectives for us […]

 
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