Two Minutes And Beyond: The Addressable Future Of TV Ads

FORT LAUDERDALE — By now, it is a common accepted standard. Pay-TV providers have access to two minutes per hour of ad time in local programming. But what does the future look like, now that operators are lighting up household targeting for connected TV ads? Those two minutes could either get longer, or be more efficiently used, a […]

 

Two Steps To Scaling Addressable TV Heights: Invision’s Marshall

FORT LAUDERDALE — This year, the promise of “addressable TV”, allowing advertisers to target individual TV sets, became a reality. But it remains just a slither of a US TV industry that is worth circa $75 billion. “There’s two parts to scaleability with addressable:,” says Invision CEO Steve Marshall, whose company helps deliver ads to “addressable” […]

 

Programmatic Is Not Addressable: DISH’s Gaynor

FORT LAUDERDALE — DISH recently began selling ads on specific set-top boxes programmatically – but that doesn’t mean programmatic ad trading and household addressability are the same thing. “To us, addressable and programmatic are two distinct words,” according to DISH media sales VP Adam Gaynor. “Addressable can be programmatic, but it doesn’t have to be, and […]

 

‘Creative Versioning’ For TV Ads Is Here And Now: GroupM’s Gotlieb

The talk in ad land is all about when advertisers will get to deliver super-targed, hyper-optimized TV ads with digital precision. But don’t wait for that day – it’s already arrived, says a top agency boss. “We do dynamic creative optimization on the fly based on each individual’s specific history,” says GroupM global chairman Irwin […]

 

Addressable TV Ad Spend Up 3x: SMG’s Scheppach

The ability to target individual television ads with internet-style precision is no longer just a fantasy – it’s here and now. In fact, spending is booming. “I’m putting about three times as much money in the marketplace as I was a year ago,” Starcom MediaVest Group’s precision video EVP Tracey Scheppach tells Beet.TV in this video interview. […]

 

Addressable TV Is Here, Now And Small: IPG’s Bayer

For the last couple of years, the industry has been getting excited about the possibility to target individual homes via TV with the surgical precision of the internet. But so-called “addressable TV” is no longer far away. “A third of the United States right now is lit up for household-addressable advertising,” according to ad group […]

 

Future Of OTT TV Ads Is Better Engagement: Roku’s Rosenberg

Over-the-top internet TV box maker Roku may have begun its apps line-up with premium services like Netflix, but the operator is also building a business from enabling free app publishers to benefit from ads in the platform. Roku advertising VP Scott Rosenberg says ad-supported apps are amongst the fastest-growing category on the Roky platform. So […]

 

Dish Opens Up Addressable TV To Real-Time Bids

Three years after introducing an addressable TV advertising offering, satellite broadcaster Dish’s ad sales division is now turning that play programmatic. Dish Media Sales is calling its launch “the pay-TV industry’s first impression-by-impression programmatic marketplace for linear television”. It follows Clypd’s launch of a TV ad-buying software platform. Using it, advertisers can, internet-style, buy ads in linear TV using a […]

 

The Future of Addressable TV, as Seen by Weather’s Curt Hecht

The industry lost one of its true visionaries this week with the passing of Curt Hecht, 47, to lung cancer. A veteran digital advertising and publishing executive, Hecht was a pioneer in addressable TV.  He created experimental programs, including one of the first in 2006 with GM and Comcast. As Chief Revenue Officer of The […]

 

Addressable Television Grows for GroupM with 100 Campaigns in ’15

Addressable TV, delivering advertisements to a specific household’s cable or satellite box, is becoming a viable, albeit a nascent new medium with “hundreds of millions of dollars” being spent.  GroupM’s advance television unit Modi Media has implemented 100 addressable campaigns so far this year, says Michael Bologna, President, in this interview with Beet.TV Addressable works for brands, […]

 

Addressable TV Needs Standards: Modi’s Jamie Power

FORT LAUDERDALE — The emerging opportunity of connected TVs with household-level targeting capability may not be met without the kind of ad standardisation that the IAB’s inception brought to display, says one ad tech exec. “Everyone does something a little bit differently – each of the (TV) operators has different decks, data,” says Jamie Power, senior partner  for addressable […]

 

TV Operators Holding Back Addressable Dreams: SMG’s Scheppach

FORT LAUDERDALE — The industry talks a good game about using data from addressable TV sets to target TV ads at household level. But Tracey Scheppach has been knocking at that door for the last 13 years. Scheppach, EVP, who leads innovation at Starcom MediaVest Group and who leads VivaKi’s The Pool initiative, says TV operators […]

 

The Transformation of Television Advertising via Addressable is Inevitable, Videology’s Castree

FORT LAUDERDALE — It’s going to be gigantic when all the technology is in place – but why let the future get in the way of disrupting the present? “At end of 2015, we’ll be lucky if 3% of the total video universe is transacted programmatically,” ad tech firm Videology Group‘s north America MD Tim Castree […]

 

Adobe Relaunches “Auditude,” Integrated w/ company’s DMP

LAS VEGAS — The emerging age of targeted TV advertising will mean an end to reaching viewers based on the shows they watch and instead usher in individual viewer profiling. “Advertisers (today) are overwhelmingly buying audience … using content as a proxy for that audience,” according to Adobe Primetime’s principle product evangelist Noah Levine. “That’s […]

 

WPP’s Modi to Deliver “Addressable” TV Ads Programmatically with Videology

Modi, the recently launched advanced TV unit of WPP’s GroupM, is working with video adtech company Videology to deliver television advertising to specific cable and satellite users in real-time, using programmatic ad decisioning technology, explains Jamie Power, Senior Partner at Modi, in this interview with Beet.TV This new scenario will allow the agency to sell […]

 

Connect The Dots To Pay-By-Outcome Ads: Simulmedia’s Morgan

So far in the history of advertising, marketers have had to satisfy themselves with measuring the effectiveness of their spending against relatively soft outcome metrics, like clicks, views or consumers’ propensity to buy. But now some marketers are beginning to demand publishers and networks charge them only when ads have generated an actual sale. “The […]

 

MediaVest Wants National Scale From Addressable TV

MediaVest is loving the new local ad-targeting powers bestowed upon it by new “addressable” TV initiatives offered by Directv, Dish TV, Cablevision and Comcast. In fact, the ad agency has bought over 70 campaigns for more than 30 clients this way. But now the firm wants a bigger footprint. “It is the two minutes of […]

 

Programmatic TV Is A Hard Sell: SMG’s Scheppach

CHICAGO — Programmatic digital ad trading techniques have their place in the TV world – but no-one should expect adoption like that which has been seen in online display so far, says one video ad exec. “Digital thinking is, for sure, going to come over to TV,” says Starcom MediaVest Group’s precision video EVP Tracey Scheppach […]

 

Video First, TV Later: Digitas’ Zaben

CHICAGO — Digital video can come top of the marketing funnel – but the medium isn’t yet in a position to easily transition to the main screen in the house. “Video is a great first touchpoint (with audiences) – then we start to close them off with some of the display and lower-funnel tactics,” DigitasLbi’s programmatic […]

 

No Addressable TV Until Business Changes: Vertere’s Hanlon

CHICAGO — So-called “addressability” promises to make every individual TV set as targetable to advertisers as internet-connected devices are today. But that’s not going to happen at scale without a big shift, says an investment advisor and consultant. “Buying audiences in a more targeted fashion is antithetical to the way television sellers package and sell […]

 
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