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 […]

 
 

With Advanced TV At Scale, ‘There’s Only Upside From Here’: Comcast’s Jenckes

As the result of addressability, attribution, data and technology, “I think we are at a time when advanced TV is at scale and there’s only upside from here,” says Comcast Cable’s Marcien Jenckes. “That doesn’t mean that all media will be bought programmatically,” Jenckes adds in this interview with Beet.TV at Advertising Week 2018 in […]

 
 

FreeWheel’s Clark Sees Growing TV Unity, A Ready Buy-Side

COLOGNE – There are cultural and regulatory differences, but the television industry in Europe and the United States realizes it needs more unity to meet advertisers’ expectations. And the buy-side is ready to go, even though more tools are needed to fully realize advanced TV, according to FreeWheel’s Dave Clark. From his position as GM, […]

 
 

FreeWheel Markets: A Focus On Audience, Measurement And Buy-Side Engagement

FreeWheel is “very happy to be heavily investing in Cannes again this year” as it looks to broaden its footprint on the buy side and find more strategic partners to tackle industry issues like attribution and measurement in television. As is the case in the ongoing TV Upfront season, there will be lots of discussion […]

 
 

TV As A Platform: A Common Goal Worldwide, FreeWheel’s James Rooke

The television industry is increasingly operating more as a platform than as individual providers, but there’s still work to be done to reinforce TV’s incredible power in an often changing and competitive media ecosystem. What’s not lacking is a global, common vision on the future of TV. “What’s very clear to me is there is an […]

 
 

Viacom Joins List Of FreeWheel Partners: Comcast’s Clark

The two companies may be at the center of the current swirl of media consolidation chatter, but that hasn’t stopped them making a tie-up of their own in the meantime. This week, Comcast saw its FreeWheel video ad-tech unit partner with Viacom to improve the future of advanced TV ad advertising. That adds Viacom to […]

 
 

FreeWheel’s Marcus On Using Voice Assistants To Understand Viewers

SAN FRANCISCO — These days, TV companies have a lot of new data sources with which to better understand viewer behaviour and with which to help advertisers better reach the right audiences. Could voice assistants like Alexa and Google Home be the next big technology to light up the data-collection opportunity? In this video interview […]

 
 

Charting The Future of TV Advertising With Vertere Group’s Tim Hanlon

As Tim Hanlon surveys the advanced television landscape, he sees “a quickening in the pace” of all things actionable. “Literally just six to 12 months ago, you couldn’t have an intelligent conversation about how television and data truly work together,” says the Founder & CEO of The Vertere Group. Things like attribution from set-top box […]

 
 

Combined With Linear, Fox’s Addressable Trial With Comcast And Hulu Is A ‘Cross-Platform Solution’: Noah Levine

Fox Networks Group has a new addressable advertising trial offering for targeting households that watch video-on-demand content using Comcast Cable’s set-top boxes, as well as in streaming content on Hulu. And while the 10 million households involved represent a small portion of overall cable TV addressability, combining that incremental reach with Fox’s linear properties tells […]

 
 

Audience Buying Now ‘A Regular Part Of The Planning Process’: NBCUniversal’s Denise Colella

COLOGNE – It’s taken a few years, but NBCUniversal is seeing audience buying becoming a mainstream choice for more advertisers across product and service categories. This comes three years after the media company began offering its Audience Targeting Platform during the Upfront negotiating period and after the second Upfront with its Audience Studio suite of […]

 
 

GroupM’s Rob Norman: BlockChain Technology Needed For Digital Transparency

Could blockchain technology, with its security and transparency, cure the ills of an often-murky digital media ecosystem? GroupM’s Rob Norman believes the attributes of blockchain will be a focus of the upcoming DMEXCO advertising and media trade show because of “an inevitable demand” from advertisers and agencies for some type of open ledger system for […]

 
 

Collaboration Can Overcome Fragmented Audiences: Comcast Cable President Marcien Jenckes

Can industry optimism and collaboration defeat fragmentation? From the viewpoint of Marcien Jenckes, the answer is a resounding yes. Jenckes, who is President, Advertising, Comcast Cable believes now is the time to be very optimistic about what premium video can be. “It is the best way for marketers to reach their audiences. We’re coming off […]

 
 

Targeting, Next-Day Reporting And Optimization Key To Addressable TV: FreeWheel’s Brian Wallach

What’s the difference between bidding on real-time, digital advertising avails and addressable television inventory? Not much, thanks to aggregation and automation. While the national addressable TV footprint grows bigger with each passing year, many advertisers are making use of household targeting to hone in on specific audiences. And those capabilities are getting more sophisticated, as […]

 
 

Comcast’s New Initiative Taps Blockchain For TV Ad Data Security

CANNES — Could the technology behind Bitcoin be used to power digital advertising data, not just a digital currency? At Cannes Lions, the festival of advertising creativity, technology and ad execs alike have been discussing the potential application of blockchain. But “potential” may already be an out-of-date description – because Comcast used Cannes to announce what […]

 
 

Overseas Convergence of TV And Video Presaged U.S. ‘Awakening’: Videology’s Ryan Jamboretz

CANNES – Call it digital déjà vu. The global convergence of television and video that has set off a wave of consolidation and new market entrants in the United States first began to emerge in Europe about two years ago. Fast-forward and you had deals like NBC and Comcast and now the pending acquisition of […]

 
 

Awesomeness Listened To Gen Z And The Brand ‘Really Took Off,’ Says Bouttier

Not many companies these days compare themselves to the cable television network pioneers of the 70’s and 80’s. Awesomeness is one of them. Using digital pipes instead of coaxial wiring, Awesomeness picked up early funding and set out to capture Gen Z—youths 12 to 24. Just as cable TV networks “erupted out of the new […]

 
 

Google’s Jen Koester: “We will be an open platform for the future of TV”

MIAMI – When it comes to what’s next in TV, Google’s goal is to operate as an open platform for future of TV. “We enable buyers and sellers to activate on data, to support direct deals, and to support programmatic in a seamless and efficient way,” says Jennifer Koester, Director Telco and Video Distribution at Google, in this […]

 
 

MultiChannel Providers Zero in on Partnerships, Ad Opportunities

FORT LAUDERDALE — As multichannel video providers adjust to the daily shifts in the TV, consumption and advertising businesses, many are diving deeper into advertising opportunities. At the recent Beet.TV executive retreat, operators shared their vision on how partnerships look in the years ahead especially as they dovetail with the growing programmatic ad business. At […]

 
 

A “Whole New World” of Video Advertising Coming to Comcast/NBCU, Driven by Set-top Data

CANNES – Comcast’s data from its twenty millions set-top boxes, coupled with marketers’ first party data, will create a “whole new world” for NBC Universal, for both advertising and content creation, explains Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships in this this interview with Beet.TV Comcast has been expanding its addressable technology via acquisitions including […]

 
 

Live Viewing Over Connected TV’s up 200%: FreeWheel’s Rooke

FORT LAUDERDALE — Viewers love TV, but they love watching TV on multiple device screens even more, says a video ad tech vendor targeting benefits form the consumer shift. “Consumers see TV as TV – an episode of Family Guy is an episode of Family Guy, regardless of where you watch it,” says video ad […]

 
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