Bank Of America Sees More Dynamic Segmentation As Addressable TV Grows

MIAMI – Having just dipped its toes into addressable television advertising, Bank of America is planning additional campaigns and looks forward to being able to do sequential messaging to specific consumer targets. “I think there’s a ton of opportunity in the space,” says SVP of Marketing Andrew Deming. The company’s overall goal is a shift […]

 
 

AT&T AdWorks’ Cordes On The Convergence Of Direct Mail, Addressable TV

MIAMI – AT&T AdWorks is seeing marketers in certain industry verticals redirect money from direct mail to addressable television advertising, along with using addressable TV for increased frequency against certain consumer targets. This synopsis by Brian Cordes, Director of Client Relations for AT&T AdWorks, was shared at the annual Beet Retreat this week. In an […]

 
 

Without National Avails, Addressable Demand Will Outweigh Supply: MODI’s Bologna

The head of GroupM’s advanced television unit foresees a shortage of addressable TV advertising inventory unless some big networks begin to offer national avails to augment the traditional two minutes of local time. MODI Media President Mike Bologna says five or six top cable and broadcast networks “are engaged in serious conversations with MVPD’s to […]

 
 

Fidelity’s Speros: Out Of Great Risk Taking Comes Great Creativity

BOSTON – First it was “Reach out and touch someone” for AT&T and now the ubiquitous “Green Line” for Fidelity Investments. Jim Speros had a hand in both creative endeavors, along the way refining his definition of creativity. “To create disruption, you have to start by being a curious person,” Speros, EVP of Corporate Communications […]

 
 

Addressable TV Opens Door To Closed-Loop Campaign Reporting: Experian’s Pinnow

Addressable television advertising removes the conjecture surrounding the fragmented viewing behavior of today’s audiences, according to Brienna Pinnow. “With addressable, I don’t have to guess if my audience is watching Shark Tank or Sharknado,” says Pinnow, who is Director of Product Marketing for Experian Marketing Services. “I actually get to target the right person at […]

 
 

Unduplicated, Cross-Screen Addressable Reach: ‘We’re There,’ Says MODI’s Bologna

The words “sophisticated” and “manual” would seem to be mutually exclusive, yet they go hand in hand with addressable television advertising. That’s because everything’s manual with addressable at this stage of its evolution, according to Mike Bologna, President of MODI Media. “So you could argue that the most sophisticated and exciting part of the television […]

 
 

Scale Is Key To Addressable TV: Neustar’s Dethero

Around the world, TVs are getting connected to the internet. And that means big new possibilities for the ways in which advertisers can reach viewers. For one, internet targeting capabilities support the delivery of individual ads tailored to specific households. It’s a theory that was a long time coming, but now the reality is hitting. […]

 
 

Addressable TV Cheaper Than Direct Mail, A Boon To Smaller Advertisers: Publicis’ Scheppach

Not only is addressable television advertising cheaper than direct mail, it enables smaller advertisers to harness the sight, sound and motion of TV and prepares them for a future in which all media will be addressable and programmatic. That’s the uptake from Tracey Scheppach, whose agency has done more than 200 addressable campaigns. “What we […]

 
 

DISH Lights Up Eight Networks For Spanish-Language TV Ads

Per Nielsen, Hispanic households are almost 20% more likely than others to subscribe to satellite television. Now DISH is “lighting up” eight Latino TV networks with addressable advertising that targets specific households with Spanish-language commercials. “It’s not just about brands finding Latino audiences,” Adam Gaynor, Vice President of DISH Media Sales, says in an interview […]

 
 

DISH, DirecTV Addressable Unit: Buying DMA’s Wasteful For Campaigns

Who would have thought that something so 1990’s as the digital video recorder (DVR) would help to transform political advertising? In the first presidential election to benefit from the granular targeting capabilities of addressable TV advertising, the joint venture between DISH and AT&T-owned DirecTV is helping political campaigns target more than 20 million households at the […]

 
 

AT&T Uses Humor To Target TV Ad Waste, Promote Addressable Offering

The leader in addressable television advertising, with some 13 million households, AT&T is using a humorous commercial during the TV Upfront negotiating season to sell the power of addressable while speaking to concerns about its cost and scale. The commercial, “Stop Showing the Right Product to the Wrong Customer,” offers up three vignettes: a grownup […]

 
 

Political Campaigns on the Cutting Edge of Advanced TV, Cablevision’s Ben Tatta

Political campaigns are at the forefront of combining linear and addressable television, with the latter’s frequent messaging changes bringing a whole new tempo to advertising on the medium. “It’s fascinating that of all the categories we work with, political probably is the most sophisticated in terms of the use of the data,” Ben Tatta, President, […]

 
 

AT&T Announces Scores of “Addressable” TV Upfront Events & Video Series with Beet.TV

With its acquisition of DIRECTV complete, AT&T has the largest “addressable” footprint for delivering television advertising on a household level.  The value of this emerging media will be presented to the industry this TV Upfront season with the first “Addressable Upfronts,” says Maria Mandel Dunsche, VP for Marketing at AT&T AdWorks, in this interview with Beet.TV Rather […]

 
 

SMG Maps Upper Funnel As It Expands Its Addressable TV Capabilities, Scheppach explains

Having rushed to the bottom of the funnel when the agency first executed addressable television ads, Publicis Groupe’s Starcom MediaVest Group has been mining the upper funnel of late and finding potential for marketers beyond autos and financial services. Experience at the bottom of the funnel proved that TV drives actual sales, according to Tracey […]

 
 

AT&T Unveils Programmatic Marketplace for Linear TV Powered by Videology

Advertisers will soon be able to buy linear TV advertising programmatically from AT&T in its 26 million homes, using data targeting that has been widely used for Web video. Advertisers will be able to bring their own data to a self-service, “private marketplace.”  They will be able to see results in a fully transparent manner, explains Jason […]

 
 

New IAB Chair Wiener: We Need to Embrace “Precision Engagement”

PALM SPRINGS – As the digital publishing industry gathered for the annual IAB Leadership Meeting this week to mark the  milestone of reaching $50 billion, its Chairperson says that publishers need reorient themselves around delivering advertising precisely to those who want the ads. Newly named IAB Chair Lauren Wiener, President, Platform Buyers,  Tremor Video,  says that […]

 
 

Big Year For Addressable, But Prime-Time Way Off: SMG’s Murtos

FORT LAUDERDALE — Although the advertising industry spent last year assessing ad tech vendor claims that addressable TV was ready for prime-time, things seemed to have settled in to a consensus in which many now realize the reality of wholesale change is not yet imminent. Ad agency SMG has already reported a tripling in client addressable […]

 
 

Banks Follow Autos To Addressable TV: Modi’s Thissen

FORT LAUDERDALE — Cars have proved that addressable TV advertising can work, now credit cards are ready to attest to its efficiency. The new concept means brands can advertise only to relevant segments of TV viewers, targeted at the household level, cutting out wasted spend. Joanna Thissen, targeted TV division at Modi Media, Group M’s division working […]

 
 

Invidi’s Addressable Horizons Expanding Fast: CEO Downey

FORT LAUDERDALE — “Addressable TV”, the practice of targeting individual households’ TV sets based on data characteristics, may have been the hot industry topic of 2015 – but Invidi, the Princeton, NJ-based ad tech vendor enabling broadcast operators with the technology, has already been doing so for 14 years now. The company already has traction, […]

 
 

TV Will Start Looking Like Internet: FreeWheel’s Rothwell

FORT LAUDERDALE — They say you can’t teach an old dog new tricks – but that’s exactly what is going to happen in media, as old-fashioned linear TV begins learning some of the ad targeting tactics digital advertisers have long enjoyed. That change is happening because, as TVs or TV boxes get connected to the internet and […]

 
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