UM’s Stimmel Assesses Advanced Audience Targeting And ‘The Hulu’ Of Data

Every television advertiser is trying to identify what their specific audience means outside of broad age and sex demographic targets. While the latter represent a “fairly blunt instrument that we use as a currency,” more media owners are executing in ways that line up better with how buyers want to execute their plans. An audience […]

 
 

Business Outcomes, Incremental Value Key To TV Audience Targeting: Assembly’s Lee

Supply and demand for television inventory is still a big part of conversations during the TV Upfront season, but it’s now accompanied by talk of OTT and VOD opportunities along with new transaction models like non age/sex audience targeting. When media agency Assembly talks with its clients, “These are all areas we feel are important […]

 
 

NBCUniversal’s Bhatia: ‘Broad Swath’ Of Industry Categories Opt For Audience Guarantees

Having set aside $1 billion in inventory for non-Nielsen audience guarantees during this year’s TV Upfront, NBCUniversal has seen demand for its audience targeting products double year over year. Although it’s a big commitment, market dynamics are in the company’s favor. “The reason we’re continuing to be confident about increases in demand is because we’re seeing […]

 
 

Unified Disney Sales Offers ‘Something For All Life Stages,’ Says O’Connell

Shortly before the 2017 TV Upfront began, Disney unified the way it sells ABC, Freeform and its Disney entertainment cable networks to advertisers. If only the advertising/media industry could coalesce around standardized cross-platform audience measurement. Like other media executives whose content is distributed on an ever-increasing number of platforms, Debra O’Connell “would like to see […]

 
 

The Pros And Cons Of Upfront TV Ad Sales: Initiative’s Bosetti

We are right in the middle of the upfronts, the spring season in which TV networks and publishers tout their upcoming content roster to secure upfront committed advertiser spend. But what do brands get out of the upfronts? One woman who guides advertisers through their upfront buying strategy says there are both pros and cons involved […]

 
 

Speciale: Turner Sees Ad Reduction Ratings Lift, Expects More OpenAP Members

After reducing the ad load in some of its programming on truTV and TNT, Turner has seen a corresponding ratings lift while seeking to bring more native ads to television as a complement to the ad reduction. And in this interview with Beet.TV during the 2017 TV Upfront, Ad Sales President Donna Speciale says she […]

 
 

UM’s Hill On The Evolutionary Pressures Reshaping The Television Market

There might not be anything revolutionary per se about the 2017 TV Upfront, but that’s not to suggest there aren’t a variety of evolutionary forces reshaping the competitive landscape. They range from competitive pressure to build out dynamic ad insertion capabilities to offering more precise audience targeting and ensuring brand-safe digital ad environments. These are […]

 
 

Starcom’s Richman Welcomes TV Networks’ Data Plays

Moves by big US TV networks to guarantee TV ads targeted at specific audiences using data beyond mere demographics have been welcomed by a major media agency. Several of the big US TV networks have declared they will make moves to let advertising buyers use granular and first-party viewer data, over and above traditional Nielsen data, to target ads […]

 
 

Target’s Argyilan On The Changing Value Of TV

Only one company spent more on US TV ads during the winter holidays, according to iSpot.TV – but Target is still looking for the box in the corner of the living room to prove its worth. One of the retail giant’s  top execs says TV is still performing for the chain – but that doesn’t mean times are not […]

 
 

Live Video And Living Room Viewing Are Premium Growth Areas: FreeWheel’s Lawlor

If premium video providers need a promotional tagline to summarize their current world, it could well be “Coming to you live on your living room television.” That’s because two of the biggest takeaways from the FreeWheel Video Monetization Report (VMR): Q4 2016 are a big uptick in live and simulcast viewing and a migration of viewing […]

 
 

MediaLink’s Millard Welcomes Audience Buying, More Brand Safety

Buying television based on audiences as opposed to programming is a welcome evolution to media veteran Wenda Harris Millard. And while the term “quality programming” is in the eye of the beholder, she thinks marketers have every right to know exactly where their ads are running. “I’ve been in the business for a long time. […]

 
 

Omnicom’s Geraci Surveys The Upfront Landscape, OpenAP Consortium

Given supply and demand dynamics amid shrinking television ratings, it still makes sense for brands with big TV budgets to participate in the annual Upfront negotiating ritual. Unlike last year, the President of National Video Investment for OMD USA doesn’t foresee significant price inflation this time around. “By and large, if you have a sizable amount of […]

 
 

Bought By Oracle, Goodhart’s Moat Takes Ad-Tech To TV Upfront

When people think of advertising analytics vendors that offer an insight in to the viewability of ad inventory, Moat is often top of most minds. Now it is also part of one of the biggest IT companies on the planet. New York-based Moat, founded seven years ago, has signed an agreement to be acquired by Oracle in […]