Tru Optik’s Andre Swanston On OptOut.TV For Viewer Data Freedom

MIAMI – Investor decks for martech ventures are typically rosy if not a bit over-the-top in their marketplace prognostications. Then there is the one that Tru Optik put together in 2014 as it tried to project the scale and growth for consumer uptake of OTT and connected-TV by 2018. “For every single one we actually […]

 
 

Catalogers Prime Targets For Addressable Linear, OTT TV: Matter More Media’s Tracey Scheppach

MIAMI – The year 2018 and, in particular, the Upfront television market will see a “tipping point” in achieving greater audience targeting precision. This should resonate well with direct-mail catalogers who should be looking beyond the mailbox to the set-top box. Thus says Tracey Scheppach, the former Publicis executive who spent upward of 15 years […]

 
 

Sorenson Media’s Shears On Linear Addressable: ‘We’re Essentially Creating An Ecosystem’

MIAMI – Although best known for its video encoding software, Sorenson Media wants the television ecosystem to think holistically by using smart-TV data to inform every second of the viewing experience. Two of the company’s newest products are a measurement solution for local broadcasters and addressability for linear TV, according to VP of Advertising James […]

 
 

Brands Need Core Competencies To Own And Effectively Mine Their Data: Cross MediaWorks’ Paul Alfieri

MIAMI – Looking at the competition between digital and television as some kind of warfare isn’t very productive, according to Paul Alfieri, CMO of Cross MediaWorks. “TV shouldn’t be looking at Facebook or Netflix and saying they’re stealing our revenue,” says Alfieri. “TV should be saying what are Facebook and Netflix and Amazon and Google […]

 
 

How 605 Has Helped Charter’s Data-Driven TV Ad Sales

MIAMI — The announcement was made in the summer but, already, it seems like cable operator Charter and TV ad data tech outfit 605 have converted their partnership in to visible results. In July, the pair announced 605’s methodology and technology would be used by Charter to fuel census-based TV measurement and analytics. In this recorded […]

 
 

What TV Can Learn From Digital In Audience Targeting: 4C Insights’ Anupam Gupta

MIAMI – Sometimes you need to learn from new media channels in order to better understand and use the ones that are much older. Social media and television is a case in point. Media technology provider 4C Insights cut its teeth on digital platforms like Facebook, Instagram, Twitter and others. As it shifts into the […]

 
 

With New Funding And Facebook Insider Status, Clinch Ramps Up Personalized Video: CPO Boaz Cohen

MIAMI – Personalized video provider Clinch has gained a bird’s-eye view inside the walled gardens of Facebook and Instagram. It’s one of just three companies out of several hundred applicants chosen to participate in Facebook’s global Marketing API Accelerator program, which concentrates on areas that are key to the social media giant. “We’re the video […]

 
 

Advertisers ‘Empowering’ Their Data For TV Buying: NBCUniversal’s Mike Rosen

MIAMI – What used to be transactional relationships based on dayparts and demographics in the television business is quickly evolving into “more of a data relationship,” according to NBCUniversal’s EVP of Portfolio Sales, Mike Rosen. “This is happening so quickly. What we now realize is it’s leading to a very different kind of relationship we […]

 
 

In TV, It’s Demographics To Audiences To Outcomes: Eyeview’s Brian Katz

MIAMI – If the folks at Eyeview are correct, there’s a predictable progression happening in the advertising world as it moves from buying audiences on broad demographics to more targeted transactions. “Everyone’s going to eventually move to outcomes,” says Brian Katz, the company’s VP of Advanced TV Insights & Strategy. “The CMO’s on the marketing […]

 
 

Lack Of Yield Optimization By TV Sellers Carries A Big Cost: Furious Corp.’s Ashley J. Swartz

MIAMI – A lack of television advertising inventory yield optimization by media companies can lead to “extreme volatility in pricing” to the tune of nearly 10% of topline revenue. “That is ultimately what is driving the opportunity cost of not maximizing yield,” says Furious Corp. CEO Ashley J. Swartz. Furious Corp. began operations in 2014, […]

 
 

Videology’s Tony Yi: Search, Last-Click Attribution ‘Don’t Behoove Traditional Media Companies’

MIAMI – The fragmented TV viewing environment is reality. But it doesn’t pay to wait for “the perfect system” for cross-screen measurement and ad campaign attribution. “I think the time is now,” says Videology’s Tony Yi. “Facebook video impressions are growing exponentially. Amazon is out there in full force.” In this interview with Beet.TV at […]

 
 

A+E’s 605 Partnership Boosts Audience Understanding: Dolan & Berning Explain

MIAMI — One of its main brands may be History but, when it comes to the future, A+E Networks knows it doesn’t have all the skills in-house to make its ad inventory more targetable. That is why A+E recently partnered with 605, the newly-formed company helping MVPDs optimize their ad spaces using data and technology. In this […]

 
 

Buying Audiences Across Connected-TV, OTT Can Alleviate Fragmentation: Publicis’ Jonathan Bokor

MIAMI – As connected-TV/OTT viewing proliferates and adds to viewer fragmentation, it’s not necessarily a bad thing if you can buy audiences as opposed to demos. And while two minutes of local able advertising inventory remains the norm for addressable campaigns, that’s slowly changing. In the connected-TV and OTT space, “There are quite a few […]

 
 

NBCU An ‘Amazing’ Partner In The Advanced TV Space: Target Media Director Nick Jezarian

MIAMI – When you’re swimming in data about your guests, context is everything to determine appropriate messaging. It’s no wonder, then, that content needs will grow. “What we find is that as we’re creating more targeted segments of guests that we can deliver messages to, each of those groups have different needs and things that […]

 
 

Spectrum Reach Testing Addressable Linear TV In New York, Los Angeles: SVP Rob Klippel

MIAMI – Spectrum Reach has been running test campaigns in Los Angeles and New York for its first addressable advertising offering on linear television with the goal of having both markets activated this year. “We’ll have five million households by the end of 2018 and then expand to the rest of our footprint and beyond,” […]

 
 

Speedy Fios Delivers Addressable TV Advantages: Oath’s Brett Hurwitz

MIAMI – Verizon was ahead of the technology curve when it began offering fiber directly to the home with Fios (fiber optic service) in 2005. Now that its Fios addressable television offering just celebrated its one-year anniversary, the company is able to tout the benefits that speed brings to advanced TV targeting. Because it’s a […]

 
 

‘We Are One And The Same’: Google’s Jennifer Koester On Traditional TV Going Digital

MIAMI – There are the headlines—traditional TV versus digital upstarts—and then there’s the reality behind the scenes. To wit, Google is playing a big part in helping traditional broadcasters transition to the digital future with solutions like dynamic ad insertion. In the U.S., “We work with 28 of the top programmers,” from sports content to […]

 
 

Target Media Director Nick Jezarian On Data, Creative Versioning And Addressable TV

MIAMI – To reach its guests in the most effective ways, Target wants to create “a different kind of video ecosystem.” This requires lots of data—a growing in-house capability of the retailer—a better understanding of the context in which those guests consume media, plus being more nimble with creative versioning. Target Media Director Nick Jezarian […]

 
 

A+E, Other Networks Pursuing New Television Attribution Model: Mel Berning

MIAMI – A+E is working with some of its competitors on new attribution modeling showing the ability of TV ads drive business outcomes, while the network tests video-on-demand addressability with Comcast and explores national addressable inventory. These are some of the network’s recent activities as outlined by Mel Berning during an interview at the recent […]

 
 

Reach Plus Frequency Equals ‘Nirvana’: Nielsen Catalina’s O’Grady

MIAMI – The traditional television ecosystem—buying on age and sex demographics—is “pretty well oiled.” So when some advertisers consider advanced audience targeting, there’s a certain amount of inertia, along with financial constraints, that can hold things back. Take low-penetration brands. Advanced targeting is challenging “because you may not find the reach that you want, but […]

 
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