US TV ad spending is forecast by eMarketer to decline by 2.2% through 2019, thanks partly to a lack of big advertising events. Next year's presidential election will move the needle back up, but most people agree that TV ad spending is plateauing somewhat. What can restore positive momentum? Showing advertisers how TV advertising really works, according to one man at the [...]

In an age of content abundance, gaining cut-through seems harder than ever. So, how should media and entertainment companies best use advertising to drive attention for their new releases? Over a sustained period, across platforms and using a targeted approach, according to James Rothwell, Comcast VP, Global Agency, Brand & Industry Relations for Comcast Spotlight, which is Comcast Cable's ad sales unit. His [...]

Across the industry, TV companies are moving to respond to advertisers' growing demand to change the way they buy. Increasingly, ad buyers want to be guaranteed outcomes based on their actual campaign outcomes. But, with different advertisers each having unique different outcomes and measurement metrics for them, how can a TV platform manage the proliferating burden? An ad-tech exec serving TV publishers [...]

How detailed do you want to be about the way you measure your media effectiveness? And how can you patch together technology infrastructure to get you there? That was the subject of a conversation between Tim Castree, GroupM north America CEO, and Howard Shimmel, president of his own Janus Strategy & Insights at Beet Retreat in the City, “We’re Going Local!”. Asked [...]

Over the last few years of growth in data-fuelled, personalized TV advertising, one truth has been clear - the possibilities are great, but the proportion of programmatic spend within overall US TV ad spend is forecast to remain small. eMarketer puts that figure at 5% of the total in 2019. That opens up a disconnect with the proportion of TV viewing that [...]

The technology is in place, now ad agencies need to use it to better approach the opportunities afforded by advanced TV ad targeting. Fortunately, many ad agencies are now putting together the pieces involving audience data sets and software tools, according to Philip Smolin. "We're seeing a number of agencies that are on the leading edge of that evolution," says Amobee's chief [...]

Local TV may be commonly thought of as that linear channel from which advertisers are retreating to digital - but Brendaon Condon says it doesn't have to be that way. The chief revenue officer at Comcast Spotlight, Comcast Cable's ad sales unit, says he can help bring ad spend back to local cable - by proving to advertisers the effectiveness of [...]

It is the company that has long offered the infrastructure for local TV networks' ad management around the US. Now WideOrbit wants to service ad buyers, too. The San Francisco-based company offers a software platform that handles scheduling, billing, content management and invoicing for mostly local TV ads. "It really is the infrastructure of the supply side," says Mike Zinsmeister, WideOrbit chief [...]

The idea of "the attention economy" is at least a couple of decades old. This Wired story introduced the early digerati to the concept in 1997, though it had already been circulating in several forms since the 1970s. Yet, fast-forward to 2019, and it seems proliferating content plus diminishing, an obsession with data and ad supply chain issues are posing new [...]

Local TV ad sales execs, in recent years, have come under pressure from online channels that can prove their worth and from national TV that can deliver mass-reach campaigns. But the emergence of digital attribution technologies plugged in to local TV ad sales now promises to bring ad spending back to local TV operators. That is according to one TV ad-tech platform [...]

After 11 sessions, audience debate and a reception at the new headquarters of GroupM Worldwide at f the World Trade Center, what did it all boil down to? On August 7, Beet.TV convened executives from advertising, media and technology companies for Beet Retreat in the City, “We’re Going Local!”, an afternoon of hashing-out how new technology can help local TV grow [...]

Why would an advertiser want to precision-target individual TV-viewing households when who they really want to reach is...  everybody? That is a key question being asked of the emerging technology of "addressable TV", which supports such targeting. eMarketer has revised down its 2019 forecast for US addressable TV ad spending, from the earlier $2.54bn to $2bn, attributed to connected TV platforms gaining [...]

What happens on the road can also go off-road. That is what Comcast Cable's Spotlight ad sales division is thinking about one of the software suites it launched to power new-wave TV ads. The group's Instant Impact is an analytics platform that shows the impact on web traffic from airing an ad on Comcast, within 30 minutes of transmission. Initially, Comcast Spotlight rolled [...]

How do you generate more revenue when one of your main customer groups is turning away in droves? Offer something wonderful to your other key customer group. As US TV viewership declines, more companies are coming to think of the new capability of advanced viewer targeting as a way to ratchet up advertiser value from those viewers who remain. "Generating incremental ratings is [...]

A little over a year ago, Comcast Spotlight decided to assemble a measurement team to prove that linear television works beyond just upper-funnel performance metrics. The ad sales division partnered with TVSquared on a mission that is intended to extend to VOD and IP-delivered TV. “We absolutely know that we have to get beyond the core linear product because we want [...]

They may be natively digital, but the new wave of direct-to-consumer (D2C) ecommerce brands is being built, in large part, through advertising on television. And one major TV network's ad sales chief says the old box in the corner can give these sorts of brands the digital capabilities they need. "If you look at something like Chewy.com or Wayfair, these are brands [...]

TV platforms have been gaining super-powers which allow them to help advertisers precision-target individual households and control their ad frequency. Until now, it has been mostly the large national networks and OTT platforms benefitting from the new tools. But local players don't have to be left out. In this video interview with Beet.TV, Janet Balis, EY global advisory leader for media and [...]

eMarketer forecasts that ad spending on addressable TV platforms (those which allow buyers to target viewers or households) will constitute 3.7% of total US TV ad spend in 2019, an overall market which is now otherwise in marginal decline. If the new technology is going to help restore growth to TV ad revenue, it is going to need to go large. In [...]

As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control. “I think we’ll get to the day where it’s always on, real-time measurement,” says Bob Ivins, Chief Data Officer of NCC Media. Not that long ago, MMM was the sole answer to advertising/marketing attribution, [...]

Local cable operators are able to turn around declining TV ad spending when they add technology which demonstrates how TV ads drive outcomes like website visits. That is according to one executive who is seeing advertisers double their TV ad spending as a result. "For as long as we started this company, people have been talking about TV media dollars going away, [...]