‘Just Say Yes’?: TVSquared, NCC, FreeWheel Execs Debate Attribution Inertia

The emerging future in which software can measure all TV viewing and link viewers’ consequential outcomes back to ad exposures is coming in to view. But is full attribution really available today – or is it just a mirage? In a spicy panel at Beet Retreat in the City, “We’re Going Local!”, a trio of […]

 

TV Measurement Can Restore Ad Spend Growth: NCC’s Ivins

US TV ad spending is forecast by eMarketer to decline by 2.2% through 2019, thanks partly to a lack of big advertising events. Next year’s presidential election will move the needle back up, but most people agree that TV ad spending is plateauing somewhat. What can restore positive momentum? Showing advertisers how TV advertising really […]

 

Next Week at the #BeetRetreat: NCC Media’s Ivins On Real-Time Campaign Measurement, Attribution Partners

As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control. “I think we’ll get to the day where it’s always on, real-time measurement,” says Bob Ivins, Chief Data Officer of NCC Media. Not that long ago, MMM […]

 

Cross-Screen Identity Rests On Cooperation, Not Technology: Comscore, NCC Media, Nielsen

A big conundrum in cross-screen audience targeting is the need for cooperation across a multitude of potential partners even as the number of partners continues to multiply. And technology itself isn’t the white knight it was once thought of, judging from a panel discussion at the recent Beet.TV leadership forum. The panel titled Making Identity […]

 

Marketers Should Not Expect One Central Identity Graph: Comscore, NCC Media, Nielsen

Marketers that are seeking to better understand consumers’ identities need to start by earning consumer trust and then build platforms that are “privacy by design” were two main takeaways from a panel at the recent Beet.TV leadership forum. It seems likely there won’t be one central identity graph for each person judging from comments by […]

 

Shared Approach Needed For Addressable: NCC Media’s Ivins

PHOENIX — If you want to know the part that data is going to play in the future of cable TV ad sales, ask the chief data officer at the consortium owned by Comcast, Spectrum and Cox. NCC Media’s Bob Ivins says the industry is “at the beginning stages” of so-called household-level “addressable TV”, the […]

 

NCC Media’s Advanced TV Goals: National Capabilities, One Infrastructure

From its roots aggregating spot cable television buys for advertisers, NCC Media has learned how to “rationalize the irrational.” This will certainly come in handy as it expands beyond linear TV into digital. “Historically, we were seen as just an ad rep organization and what we’re trying to do is build adtech underneath it that […]