Havas’ Kanefsky: TV Buyers Want Impact, Great Content And More Ratings Points

With all the talk about more precise audience targeting for linear TV, some basic things can get overlooked. For veteran buy-siders like Jason Kanefsky, who’s witnessing his 30th Upfront, those things include basic supply and demand dynamics. So while “we’re taking a lot of first steps in lots of different directions,” sometimes there’s progress in […]

 
 

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 […]

 
 

Programmers Are Making TV Ads Audience-Based: explains Disney/ABC, NBC, Turner, Viacom & 605 at Beet Retreat

VIEQUES, PR — Already this year, 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 on linear TV. Speaking on this Beet Retreat panel, representatives of the networks explained their strategy. The recent announcements […]

 
 

Accenture/ABC Study: Digital Sales Gains ‘Gated’ Without Multiplatform TV

How can the digital advertising market be saturated when there are so many places to buy ads? It depends on your definition of “saturated.” When Accenture Strategy did a deep dive on some $12 billion of its clients’ marketing spend in a multiplatform television effectiveness analysis for ABC Disney, “One thing we found is that […]

 
 

ABC TV/Accenture Study Find Understatement Of Multiplatform TV ROI

To quantify the “halo effect” that multiplatform television has on other digital advertising, ABC teamed with Accenture and examined $12 billion worth of ad spending. The advertising effectiveness project concluded that traditional media mix models have overstated the contribution of digital ROI and understated that of TV. ABC and Accenture began by redefining what is […]

 
 

Susan Lyne on Consumer Behavior, Women in Business, & Magazines

Watch the consumer. Always keep an eye on how she is changing. That’s the advice on how to thrive and survive in the media business from a veteran and a luminary who has shepherded TV networks, designer goods e-commerce sites and now a venture fund. “I am always struck by how much has changed, not just […]

 
 

ABC’s ‘Responsive Design’ Geared for Cross-Platform Ads

LAS VEGAS — ABC actively encourages advertisers to participate across all platforms, from smartphones to tablets, iOs to Android, local to national to digital, says Debra O’Connell, President of ABC National TV Sales, in an interview with Beet.TV at CES. The sites are built with responsive design so they work well on all platforms, she […]

 
 

Disney Apps’ Reboot Improves Kids’ Engagement

SAN FRANCISCO — The Disney/ABC Television Group says it has increased kids’ engagement with its mobile apps by refreshing the line-up through adding games to video last month. “We’ve already seen some of the stickiness increase,” the group’s video products and technology VP JR Grant tells Beet.TV. “(They place) an emphasis on getting more content types […]