Biggest Agencies Will Join Direct-To-Consumer Brands In Advanced TV: dataxu’s Baker

The core problem of executing advanced or converged television targeting is deciphering consumer device identity, and that’s exactly why direct-to-consumer brands are flocking to it. And, dataxu’s Mike Baker predicts in the walkup to CES 2019, more of the biggest agencies will join in this year, as have many small and mid-size agencies. “What’s different […]

 

Disney’s Ferro Discusses Unified Ad Sales, Shift To Google Ad Manager

From ESPN to Disney to Marvel, The Walt Disney Company is “a house of brands, not a branded house,” says sales chief Rita Ferro. “And we think about each one of those brands and the power that each one of them mean to the customer.” The house of brands is now more unified than ever […]

 

Comscore’s Hofstetter Calls for Industry”Re-Education” Around Premium Video Investment

While the opportunities around premium video are “extraordinary,” educating the buy-side about cross-platform execution has long been a common industry theme. For Comscore, which has seen many changes over the past year, it’s more of a re-education process, according to President Sarah Hofstetter. In this interview with Beet.TV roughly a month into her new role […]

 

Scale Of Programmatic TV Growing ‘Ridiculously Fast’: 360i’s Rozen

At CES 2019 and then through the television Upfront season, advanced TV will be discussed and executed on a more significant scale than ever, according to 360i Chief Media Officer Doug Rozen. “That’s because there’s not only the interest but the capability and also the audience. This will be the first time as we go […]

 

In Expanding CFlight Portfolio-Wide, NBCU Systems Set To Progress: EVP Vazirani

As it looks to expand its CFlight all-screen audience measurement currency to its entire portfolio in 2019, NBCUniversal is finding that upgraded transactional systems are key to CFlight’s implementation. “I think everybody conceptually believes in this,” says Kavita Vazirani. “I think the challenges have come in the systems. That’s where the harder conversations have been.” […]

 

Viacom’s Gordon Traces The Arc Of ‘Outcome Optimization’

Entering 2019, transacting advanced-television buys will continue on a publisher-by-publisher basis. But Viacom’s Bryson Gordon expects to see “a lot more integration” of advanced-TV capabilities and KPI’s into how large advertisers plan their marketing. “What we have seen over the past twelve months is almost like a smoothing out of the market,” the EVP of […]

 

Disney+ A ‘General Entertainment Brand’ For Families, Says Sales Chief Ferro

When The Walt Disney Company launches the Disney+ direct-to-consumer streaming service in late 2019, it won’t be advertising-supported. But Disney Advertising Sales is already talking to brands that want to “experience the Disney customer far and away beyond just the traditional advertising,” says sales chief Rita Ferro. Disney+ will be the third piece of a […]

 

AI Can Give TV Ads Super Context: NBCU’s Feldman

Amid the ongoing march of VOD, TV isn’t without a fight. In fact, some of the smarter broadcasters are now using advanced software technology to wring far greater efficacy from their ad inventory than ever before. Case in point – NBCUniversal, which just switched on a new tool that uses machine learning to better indicate […]

 

Ad Buyers Want To Understand SVOD Impact: Amplifi’s Zhang

The rise of Netflix has given ad-funded media and ad buyers alike the collywobbles. Analysis from nScreenMedia suggests U.S. Netflix viewers, by substituting free viewing for subscription video-on-demand, are missing 2 billion ad views every day, totaling missing ad sales estimated at between $3 billion and $6 billion annually. So what’s an ad buyer to […]

 

Advertisers Seek ‘Interoperability’ In Television Offerings: EY’s Balis

Walking the floors of last year’s CES extravaganza, EY’s Janet Balis saw many separate consumer-facing ecosystems with smart technology in common. “And you see a lot of friction between the electronics in your kitchen suddenly communicating with your front door or communicating with the screens and devices and mobile experiences that we each have,” says […]

 

Video Tops The Performance Stack, But Distribution Too Fragmented: GroupM’s Castree

Even as more marketers come to understand the value proposition of advanced advertising targeting, more sell-side silos are being erected. This is why a big focus under new GroupM North America CEO Tim Castree is to encourage the disaggregation of data, inventory and technology. While a lot of progress has been made in the last […]

 

For Turner’s Levy, Viewers And Traditional TV Ecosystem Are Top Priorities

For most of the three decades that David Levy has been with Turner, it’s been advertising first, distribution second and consumer experience third. “We’ve now flipped that over the last couple of years and consumer experience is number one, distribution second and advertising third,” Levy says. As he looks ahead to CES 2019, he talks […]

 

Fox’s Marchese Weighs The Merits Of Attention Versus ‘Performance’

LONDON – Which should be more important to television advertisers: viewer attention or ad “performance”? The answer poses risks for TV providers given the increasing march toward all things performance, according to Fox Networks Group’s Joe Marchese. “I feel that more and more TV is getting baited into trying to become a performance outlet,” the […]

 

CFlight To Contextual Intelligence: A ‘Performance Report’ From NBCU’s Yaccarino

LONDON – A year ago, NBCUniversal brought together a cross section of advertising and media executives in New York to confront industry “inertia.” Its own remedies represent a “very strategic cadence” that includes its growing use of contextual ad offerings, says Linda Yaccarino. Core pillars of that cadence are measurement, commercial innovation and technology, The […]