With FCC Approval, ATSC 3.0 Is ‘Whole New World’ For Broadcasters, Pearl TV’s Schelle

SAN FRANCISCO – Lighthouses will soon be popping up all over the United States, but they won’t have anything to do with nautical navigation. The new facilities will bring to life ATSC 3.0, the Internet-protocol, over-the-air television transmission standard that will give broadcasters new ways of delivering and monetizing content. “Think of this new platform […]

 
 

BrightLine’s Corbelli Handicaps The Jockeying For Advanced TV Supremacy

When Jacqueline Corbelli founded BrightLine in 2003, television was a predictable if restricted experience for viewers, advertisers and content owners. Now, however, “Pandora’s out of the box,” Corbelli says as she observes the titanic machinations of media companies to keep up with contemporary viewing habits. Corbelli puts reasons for all those machinations into three buckets: […]

 
 

BrightLine’s DataCast: Targeted Ads Across The OTT Landscape

Long known for its dynamic ad capabilities, BrightLine decided to add “a data side to the equation” with its DataCast offering in early 2018. The platform was built from scratch to account for core differences between Internet and mobile approaches that do not effectively port to TV, and many premium content providers have since signed […]

 
 

Fox’s Marchese To TV Networks: ‘Be Prepared To Work In Chaos’

CANNES – Just because Joe Marchese is probably the most outspoken advocate for reducing video advertising load and giving consumers more choices doesn’t mean he’s naïve about the challenges involved. Give him 20 minutes to explain those hurdles and lunar landings can seem simpler to achieve. Such was the case at the 2018 Cannes Lions […]

 
 

Matt Prohaska Tracks OpenAP Uptake, Impact Of GDPR In EU

CANNES – With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite “a lot of energy and excitement” about the audience targeting consortium, he thinks it’s still ramping up during this year’s Upfront. “What we’re hearing from […]

 
 

In A Cross-Platform World, You Need A Host Of Partners: NBCU’s Colella

CANNES – In the modern-day television business, you can’t have too many partners to meet the growing demands of both viewers and advertisers. This is particularly true in the attribution space. “We understand that brands are going to demand their own special measurement. It’s not our place to determine exactly who they should use,” says […]

 
 

Progress Of OpenAP, NCC Media Helps Solve Fragmentation: MAGNA’s Anson

With advertisers still in the “test and learn phase” with advanced targeting of television audiences, NBCUniversal joining the OpenAP consortium “will really move OpenAP’s momentum forward towards a more usable tool that advertisers will want a part of,” says Julie Anson, Associate Director, Partner Innovation, Advanced TV MAGNA Global. Currently on the sell-side, there’s too […]

 
 

NBCU In OpenAP Means More Scale, Standardization: Initiative’s Bosetti

NBCUniversal’s decision to join the OpenAP audience-targeting consortium one year after its creation is a positive move that “gives us even more scale to buy and transact on from an audience standpoint,” says Maureen Bosetti, Chief Partnerships Officer at Initiative, IPG’s global communications agency. “Certainly the more partners that join OpenAP the more it allows […]

 
 

With More Than 700 Users, OpenAP TV Audience Consortium Eyes Growth Roadmap

Having launched last September 29, the OpenAP television audience targeting consortium platform of Fox, Turner and Viacom has more than 700 users. Meanwhile, Turner is beta testing mapping audience segments across its digital footprint. “We have a roadmap that takes us through essentially a 1.5 release and it’s going to go even beyond that,” Dan […]

 
 

Fox Networks Group Focus: Audience Target Optimization, Reducing Risk With Guarantees

The OpenAP audience-targeting consortium of Fox, Turner and Viacom has made it a lot easier to talk about advances in the traditional television ecosystem. And while last year’s Upfront was “very, very strong” for Fox, “this Upfront is going to be exponentially more powerful about focusing in on this type of conversation about precision audiences,” […]

 
 

OpenAP Audience Buying Consortium ‘A Tipping Point’: comScore’s Cathy Hetzel

Matching data sets for video advertising audience targeting is nothing new to comScore, particularly with Rentrak under its wing. Now with “100 percent market share” of all U.S. video-on-demand transactions, the company is encouraged by what partnerships like the nascent OpenAP consortium represent. Earlier this year, after Fox, Turner and Viacom announced the formation of […]

 
 

Turner’s Howard Shimmel On Audience Buying And The OpenAP Road Map

With all of the change happening in the television world, it’s nice to have professional sports in your portfolio. It’s one of few things “that’s keeping the old traditional ecosystem healthy,” says Turner Broadcasting’s Howard Shimmel. But it’s also nice to stay ahead of the audience targeting curve by using data science to analyze viewing […]

 
 

Advanced TV Targeting Can Produce ‘Value Differential’ For Advertisers: GroupM’s Lyle Schwartz

Media companies working together on advanced television audience targeting is “a nice first step.” What needs to happen faster is measurement of content on different devices—not of the devices themselves, says Lyle Schwartz. The President of Investment for GroupM North America acknowledges that advertisers know more about TV households than ever before. “The plethora of […]

 
 

Out-Of-Home Viewing Metric Assigns Value To Overlooked Audiences: Nielsen’s Kelly Abcarian on Turner Deal

Television networks whose programming is seen in such out-of-home venues as airports, restaurants and offices are getting a welcome lift from Nielsen. Lift as in the incremental size of OOH audiences beyond traditional ratings metrics. Time Warner’s CNN and Turner Sports this week signed on for Nielsen’s OOH measurement service, which uses a panel of […]

 
 

Havas’ Kanefsky: TV Buyers Want Impact, Great Content And More Ratings Points

With all the talk about more precise audience targeting for linear TV, some basic things can get overlooked. For veteran buy-siders like Jason Kanefsky, who’s witnessing his 30th Upfront, those things include basic supply and demand dynamics. So while “we’re taking a lot of first steps in lots of different directions,” sometimes there’s progress in […]

 
 

Brand Safety is Front and Center at NewFronts: OMD’s Winkler

Brand safety up, virtual reality down. To Ben Winkler, these are the two biggest changes year-over-year in the magnitude of discourse at the Digital Content NewFronts. “I haven’t seen a single presentation that didn’t begin, have a middle and end with brand safety,” says the Chief Investment Officer at OMD. “I’ve seen the biggest rise […]

 
 

Viacom’s Bevilacqua Discusses The Importance Of Fandom, OpenAP Objectives

If you’ve ever dressed like a Ninja Turtle or a SpongeBob character, you know what it’s like to be a passionate fan of a television show. Viacom spends a lot of time studying what its fans do online and offline and uses the data to best connect them with brands. “Fans are at the heart […]

 
 

Fox’s Levine Traces OpenAP Origins, Hints At Digital To Come

The OpenAP linear television audience-targeting consortium of Fox, Turner and Viacom will spend the next several months reaching out to other national TV sellers, educating the buy side and working toward a rollout in the fall. While the second phase of OpenAP is a work in progress, it will involve digital media as well. The […]

 
 

GroupM’s Schwartz Pursues Commercial Impression Count, Shares His Thoughts On OpenAP

Lyle Schwartz isn’t known for sitting back and letting things happen at their own pace, particularly when it comes to television and video audience measurement. GroupM’s President of Investment for North America feels he’s at “the 50-yard line” in his company’s push for the industry to be able to measure commercial impressions across screens, despite […]

 
 

UM’s Stimmel Assesses Advanced Audience Targeting And ‘The Hulu’ Of Data

Every television advertiser is trying to identify what their specific audience means outside of broad age and sex demographic targets. While the latter represent a “fairly blunt instrument that we use as a currency,” more media owners are executing in ways that line up better with how buyers want to execute their plans. An audience […]

 
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