Addressable TV Will Spawn a “Renaissance” in Creative Ad Making, SMG’s Scheppach

CHICAGO – The emergence of targeted, household-level TV advertising, will spawn a “renaissance” of creative ad making, says Tracey Scheppach, EVP of Precision Video at Starcom MediaVest Group, in this interview with Beet.TV She explains that creativity will be essential in delivering the right message to the targeted household. But this renaissance is not happening quite […]

 
 

“Convergent TV” Will Take Front Stage at Cannes Lions, Banker Kawaja

The transformation of television and the emergence “convergent TV,” will take front stage at the Cannes Lions Festival next month, predicts Terence Kawaja, co-founder and CEO of LUMA Partners, a prominent investment bank in the media and adtech sectors. The discussion of addressable TV, and the emerging opportunities for advertisers to deliver targeted advertising to individual cable and satellite […]

 
 

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 […]

 
 

AT&T Advanced Ad Division Zeroes in on ROI, TV Addressability

FORT LAUDERDALE — The advertising focus for 2015 will squarely be on ROI, thanks to the proliferation of programmatic buying, says Chris Monteferrante, VP National Sales at AT&T AdWorks, AT&T’s advanced advertising arm, in an interview with Beet.TV. AT&T AdWorks has rolled out a number of programmatic type products, including its TV Blueprint platform that enables […]

 
 

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 […]

 
 

Weather Channel Aims for Addressable TV

LAS VEGAS — Innovations in addressable TV have grown tremendously in the last ten years, and now Weather Channel is aiming to be the first fully addressable cable TV network, says Curt Hecht, Global Chief Revenue Officer at Weather Channel, in an interview with Beet.TV at the Consumer Electronic Show in Las Vegas. Weather Channel has experimented […]

 
 

AdTech Banker Kawaja: Video Ad Platforms Need To Differentiate

If you are tired of trying to distinguish one “end-to-end, full-service video targeting and decisioning” vendor from another, imagine how people from outside the digital video industry must feel. LUMA partners CEO Terence Kawaja says 2015 will see ongoing video tech momentum after the “inflection year” of 2014: “We’ve just seen 28 transactions across the video Lumascape, […]

 
 

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 […]

 
 

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 […]

 
 

‘Addressable TV Will Take Off In 2015’: SMG’s Scheppach

CHICAGO — In 2014, TV began learning the targeting tricks that digital media have deployed for years. In 2015, those techniques will kick in to high gear, says one ad agency exec. “(In) 2014, I see a marketplace that has essentially gone from zero to $300 million of spend,” according to Starcom MediaVest Group’s precision video […]

 
 

MediaVest’s Korenfeld: Addressable TV Ads Need Scale Player

NAPA, CA – The promise of targeting individual TV viewers with ads just like advertisers can on the web is certainly appealing to many in the business. But, so far, it’s mostly just an idea, says MediaVest advertising and technology platforms SVP Oleg Korenfeld. “It’s not scaleable enough (today),” Korenfeld tells BeetTV in this video interview. We’re […]

 
 

Comcast Set to Deliver Addressable Ads to U.S. Households This Year

Comcast, the nation’s largest cable operator, is ready to deliver addressable ads on a household level and will rollout the service fully this year. The ads will be the two-minutes that the cable programmers provide MSO’s within each hour. These are generally local ads. Comcast is not delivering the network-level ads on an addressable basis. […]

 
 

BSkyB Plans Bigger Footprint For ‘AdSmart’ Addressable TV

LONDON — British satellite TV and telco operator BSkyB hopes its AdSmart technology – one of the world’s largest real-world deployments of addressable TV – will soon extend to more TV channels and more countries. Launched in January after lengthy gestation, AdSmart sees different ads served to different viewers by storing alternate ads on their respective […]

 
 

Black Arrow Wants Cable Co’s To Monetize All Screens

SAN FRANCISCO — BlackArrow SVP Chris Hock says the company helps pay-TV operators make money from their content, no matter what screen it is served on. The San Jose, CA, firm’s technology is used by traditional cable operators in up to 32 million US homes, Hock says. The outfit’s product suites include software for campaigns, […]

 
 

GroupM’s Modi Media Hones In On TV Targeting

AT SEA OFF THE COAST OF FRANCE — GroupM has put its money where its mouth was by creating a unit dedicated to using new-wave technologies to target TV ads, says the man put in charge of the group. “Being able to utilize the technology that’s been installed in set-top boxes to identify households and […]

 
 

Rentrak Sees TV’s ‘Long Tail’ As Key To Linear Programmatic

SAN FRANCISCO — For David Algranti, it’s all or nothing. “For programmatic to scale to the levels we expect it to (in TV), it’s going to need to avail itself of all the TV (advertising) inventory, not some subsets of it,” says the product innovation SVP of video measurement supplier Rentrak. Algranti’s firm licenses return-path viewing […]

 
 

Addressable TV’s Roll-Out Will Be Uneven: Nielsen’s Seth

SAN FRANCISCO — Programmatically-driven addressable TV advertising in the digital age is “not a pipe dream” – but it will be realized in some countries sooner than others, says media measurer Nielsen’s EVP of global media products, Amit Seth. Seth tells Beet.TV the opportunity is being approached by both cable operators at their back-end and […]

 
 

‘Addressability Won’t Grow TV Pie’: Nielsen’s Hohman

Several technology developments are promising to revolutionize TV advertising with the same degree of individual targeting now being seen on the web. But will these new methods bring any more money in to a TV advertising game that is already worth circa $70 million per year in the US? “Fundamentally, it will probably be the […]

 
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