Don’t Forget To Feed The Funnel – How ‘Deterministic’ TV Can Build Brands, Too

The new super-power coming online in TV is tracking not only individuals’ viewership of shows and ads but, also, linking that viewership with eventual viewer outcomes, like website visitation, store visitation or even ecommerce purchase. That is why we are seeing so much discussion on whether advertisers will change their use of TV, which, traditionally […]

 

From NCC To Ampersand, Andrew Ward Explains Changes

The organization formed to smoothe the path to cable TV ad sales almost 40 years ago is rebooting itself for the age of data-based TV ad buys. Operated by Comcast, Charter and Cox Communications, NCC Media launched in 1981 to provide a common way for ad buyers to get on to disparate and disconnected cable, satellite and […]

 

NCC Media Hopes Its National Addressable TV Push Will Fuel The Spot Market

While NCC Media’s newly announced division will work to advance the national addressable television market, it will employ the same principles—better data, targeting and measurement—to grow the spot TV business. “It’s important to point out that NCC’s traditional business in the spot marketplace is not going to go anywhere,” says Andrew Ward, VP, Comcast Media […]

 

For Comcast, Better Data Will Monetize Long-Tail Ads And Attract National DR Dollars

MIAMI – Some people are anxious because addressable television ads represent a mere one percent or so of total TV spending. Then there’s Andrew Ward, who suggests that everyone take a step back and consider how far things have come in the past decade. Back in 2006, when Comcast first debuted addressable ads in Huntsville, […]

 

Creatives Left Behind On Addressable Sequencing, Industry Panel Says

FORT LAUDERDALE — The potential to target individual TV viewers using one of an array of pre-prepared custom ads will fundamentally change the way the business works – but the people who make those ads are going to have to catch up first, a panel discussion heard. Asked if the current wave of new advertising technology […]