Data Plus Math Seeks To Provide Fast, Low-Cost TV Attribution

SAN JUAN, Puerto Rico—Attributing business outcomes to television advertising campaigns should not be just a “report card” after those campaigns are completed, according to Data Plus Math’s John Hoctor. This concept is what’s driven the company toward partnerships like its recent one with Millward Brown to provide full sales funnel attribution for TV and premium […]

 
 

Please Give to the Boys & Girls Clubs Of Puerto Rico as it Steps up its Educational Programming

SAN JUAN, Puerto Rico—Assisted by tutors who act as both companions and mentors, the Boys & Girls Clubs of Puerto Rico has elevated its traditional after-school homework assistance. “We’ve added art, STEM opportunities plus English and math,” says the organization’s President, Olga Ramos. “Our main objective at the Boys and Girls Clubs is to make […]

 
 

O’Grady Of NCS: All Marketers Heading To ‘Purchase-Driven Planning’

SAN JUAN, Puerto Rico—Add to the lexicon of industry terminology the concept of “purchase-driven planning,” fueled by shopper loyalty data and cross-channel advertising campaign measurement. “We’re very lucky to have access to both the Catalina loyalty card data and the Nielsen media and panel data that we can use for attribution,” says Matt O’Grady, CEO […]

 
 

Videa’s Gianunzio Charts The ‘Superhighway’ For Local Media Sales

SAN JUAN, Puerto Rico—When disruptors like Google and Uber want to reach consumers one on one, “they buy an ad on broadcast television,” says local-TV sales veteran and VP of Sales at Videa Archie Gianunzio. Now what local broadcasters need to do is make it as easy for their advertiser customers to deal with them […]

 
 

Beachfront Aims To Make Premium Video ‘As Real-Time As Possible’

SAN JUAN, Puerto Rico—To independent video supply-side platform Beachfront Media, it’s all about technology and transparency. “We look at the SSP as something that needs to be sort of independent of both the media company and advertisers,” says president and founder Frank Sinton. Beachfront tries to get “as close as possible” to audience and content […]

 
 

The Tension Between Cost Efficiency, ‘Proper Business Rationale’: A+E’s Heftman

SAN JUAN, Puerto Rico—As traditional television networks weigh the benefits of completely upending their business models, they also find themselves as middlemen of sorts between advertisers and agencies. This is the view of Ethan Heftman, VP, Precision/Performance, A+E Networks, who notes “a bit of a bifurcation, a division between what brands want and what the […]

 
 

Addressable TV’s Ironic Measurement Problem: Omnicom’s Steuer

SAN JUAN — By dint of being digital and connected, new over-the-top TV services are supremely measurable. So why is that a problem? In this video interview with Beet.TV, Omnicom Media Group chief research officer Jonathan Steuer opens up on the dilemmas presented by the emergence of connected TV platforms. Interviewing Steuer for Beet.TV is veteran […]

 
 

Consultant Matt Prohaska Sees A ‘Cross Pollination’ Of Agency Teams

SAN JUAN, Puerto Rico—Consultant Matt Prohaska senses less of a stigma surrounding programmatic television and more “cross pollination” of agency teams. But he sees things like frequency capping and reducing transactional friction costs as very much a work in progress. “Fortunately, thank god the stigma of programmatic TV and those two words being bridged together […]

 
 

With Long-Tail TV Video Rising, Publishers Face ‘Exhaustive’ Vetting: FreeWheel’s Smith

SAN JUAN, Puerto Rico—With more long-tail video migrating to television distribution, vetting that content is a demanding process, according to Neil Smith of FreeWheel Markets. A bit easier but also required is being able to map the personnel structure of major agency holding companies to figure out whom the company needs to work with. While […]

 
 

Quest For More Linear TV Scale Links 4C Insights With a4, MASS Exchange

SAN JUAN, Puerto Rico—With collaboration “really the key word,” 4C Insights continues to add to its ensemble of inventory aggregation partners for unified, cross-platform targeting and measurement given advertisers’ desire for more scale. “The theme for us continues to be to provide audience-driven solutions for marketers, where they can buy on an audience-basis inventory across […]

 
 

Giant Spoon Is NBCUniversal’s Invite To The Direct-To-Consumer Table

SAN JUAN, Puerto Rico—So-called direct-to-consumer brands have disrupted many product and service categories, from creation to distribution. But when they need more scale they’re turning to television, a trend that prompted NBCUniversal to partner with the agency Giant Spoon. Last month, the two companies launched Direct to Scale, whose core offerings are media strategy and […]

 
 

VideoAmp’s Prasad Discusses Beet Retreat 2018, Event-Level Forecasting

SAN JUAN, Puerto Rico—There’s lots of predictions about where television and premium video are headed. Then again, “There’s a lot of things that are actually already happening, probably more in some ways than a wider industry lens might understand,” says VideoAmp’s Jay Prasad. This is why Prasad reflects on this year’s Retreat in this interview […]

 
 

Getting Precise At The Household Level: Tru Optik’s Vermeulen explains Integration with Amobee

SAN JUAN, Puerto Rico — For some devices, ad targeting is all about profiling and reaching individual users with laser precision. The emerging online TV landscape is a little different. After all, television – at least, the one that persists in the corner or on the wall of a living room is a shared device. […]

 
 

Buy-Side Platform Sizmek Testing Its ‘Video Extension’ To Television

SAN JUAN, Puerto Rico—An early entrant in digital marketing, independent buy-side platform Sizmek has been eyeing its near-term future from a “video extension perspective” as its reach moves beyond web video to television. It was a logical move considering the big shift in video viewing to big screens, according to Managing Director of Product Hardeep […]

 
 

NCC’s Seth Explains The Longitudinal Approach To Cross-Platform Measurement

SAN JUAN, Puerto Rico—Building audience targeting segments for attributes like advocacy and loyalty is best done with sub-segments at the various steps of the purchase funnel, according to NCC’s Danielle Seth. In this interview with Beet.TV, the VP of Client Partnerships explains how NCC leverages its MVPD unique subscriber identifiers matched to set-top box data […]

 
 

Publishers Taking Ownership Of Video Brand Safety: OpenSlate’s Foyle

SAN JUAN, Puerto Rico — When people think about “brand safety”, the extent to which it is possible to assess ad inventory for alignment with an ad buyer, they often tend to put the onus on the buyer itself. But don’t publishers also have a duty to better indicate the kinds of ad spots advertisers […]

 
 

Inscape’s McAfee Traces The Arc Of VIZIO’s Data Privacy Regime

SAN JUAN, Puerto Rico—Being a pioneer has always carried risks and rewards. Smart-TV manufacturer VIZIO’s Inscape data unit found this out when the Federal Trade Commission a couple of years ago first started looking into what happens to viewer data collected with automatic content recognition, says Inscape SVP of Sales & Marketing Jodie McAfee. Interacting […]

 
 

Comscore’s Hinnant On Data Matching And Being In The OpenAP Universe

SAN JUAN, Puerto Rico—When it comes to matching consumer datasets, Comscore should be considered more of a chef than someone who actually produces food. “We offer these audiences tied to the viewing behavior of television and to digital audiences as well. What you have to understand is that we don’t have a hand in creating […]

 
 

Racing F1 With A Datsun: Furious Corp.’s Swartz On Local TV’s ‘Revenue Leakage’

SAN JUAN, Puerto Rico—For local television, the 2018 election cycle was tantamount to an early Christmas present. And although 2020 promises to be even better sales-wise, TV providers have to speed up their efforts to roll out targeted, impression-based advertising without cannibalizing their “core bread and butter traditional linear inventory,” says Furious Corp. CEO Ashley […]

 
 

Cross-Screen Planning, Measurement And Attribution An Iterative Process: TiVo’s Lutz

SAN JUAN, Puerto Rico—To TiVo’s Lisa Lutz, it’s not that people aren’t asking the right questions about creating audience segments and targeting them across platforms and devices. “It’s just that there’s so many questions and so many problems to be solved, we’re just not there yet,” says the VP of Product Management. “I think it’s […]

 
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