GroupM’s Schwartz Pursues Commercial Impression Count, Shares His Thoughts On OpenAP

Lyle Schwartz isn’t known for sitting back and letting things happen at their own pace, particularly when it comes to television and video audience measurement. GroupM’s President of Investment for North America feels he’s at “the 50-yard line” in his company’s push for the industry to be able to measure commercial impressions across screens, despite […]

 

Discovery’s Price: Big Cross-Category Response To Discovery Engage Targeting Solution

Discovery Communications’ Discovery Engage audience targeting offering has been well received from a mix of product and service categories going into the 2017 TV Upfront. And the company is always open to new ways to standardize audience targeting beyond traditional age/sex demographic targets, says Ben Price, President of National Ad Sales. Having pushed its content […]

 

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 […]

 

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 […]