Omnicom’s Steuer Wants More ‘Democratized’ Set-Top, ACR Data

Omnicom Media Group’s Jonathan Steuer is encouraged by the emergence of solutions that “co-mingle” set-top box and automatic content recognition viewing data, the most recent example of which is FreeWheel Media working with Inscape. At the recent FreeWheel NOWFRONT event in Manhattan, Steuer, who is Chief Research Officer, welcomed the “consistent effort across almost all […]

 
 

In OTT, What Is ROI? The Whole Value Chain Debates

SAN JUAN — For decades, the notion of return on investment from TV ads has been ironically straightforward. Brands would buy ads and, with little insight in to who really watched what, would need to unleash a slew of media mix modelling tools to understand what exposures may have led to which purchases. That imprecision […]

 
 

Addressable TV’s Growing Pains: Cadent, Dentsu, LiveRamp, Essence, Omnicom Discuss

SAN JUAN — It is the technology that can laser-target an ad at individual TV viewers or households, and then control how many more ads get seen across TV and other media. But what is the state of “addressable” television? A Beet Retreat panel convened by Beet.TV in Puerto Rico discussed that topic. Slow addressable […]

 
 

Addressable TV’s Ironic Measurement Problem: Omnicom’s Steuer

SAN JUAN — By dint of being digital and connected, new over-the-top TV services are supremely measurable. So why is that a problem? In this video interview with Beet.TV, Omnicom Media Group chief research officer Jonathan Steuer opens up on the dilemmas presented by the emergence of connected TV platforms. Interviewing Steuer for Beet.TV is veteran […]

 
 

Targeting & Reach Are Chocolate & Peanut Butter: Omnicom’s Steuer

As an advertising medium, TV has traditionally been all about attaining the biggest audience reach possible. Now that connected TV has the ability to reach individual consumers based on refined targeting criteria, some in the industry want it to become a one-to-one medium. But there is a third way. For Jonathan Steuer, Omnicom’s chief research […]

 
 

Blockchain Tokens May Solve Ad-Tech Challenges? Omnicom’s Steuer Thinks So

MIAMI — Bitcoin isn’t the only beneficiary from blockchain, the underlying technology that powers decentralized cryptocurrencies and, potentially, a whole lot more. That same kind of infrastructure is getting people in several industries excited. In particular, blockchains’ ability to store an immutable, public ledger of every system activity. In the advertising world, that capability has […]

 
 

Audience Delivery Across Platforms Will A Big Focus Of Upfront: Omnicom Media Group’s Jonathan Steuer

While it’s clear that the ratings erosion in linear television “dam has broken,” more networks offering their audience audience targeting solutions means more walled gardens, according to Jonathan Steuer, Chief Media Officer, Omnicom Media Group. Meanwhile, during this year’s TV Upfront season, “There’s going to be a much bigger focus on delivery across all platforms,” […]

 
 

Frustrated Advertisers Seek “Canadian” Approach To Delayed Total Measurement: Omnicom’s Steuer

Big advertisers, angry that fearful TV networks have thrown a spanner in the works of America’s big new cross-platform video measurement system, may take out their frustration in the upcoming TV ad sales upfront season. That is according to one ad agency man who represents brand clients. In this video interview with Beet.TV, Omnicom Media Group […]

 
 

CES Sessions: 605, NBCUniversal, Omnicom And Turner Discuss Dynamic Creative Optimization

LAS VEGAS – Everyone agrees that data can help to inform better video advertising targeting. The question is how best to do it. The narrow range of options was the focus of a Beet.TV panel discussion at CES 2017 conducted at the OMD Oasis at The Venetian. It brought together representatives of 605, NBCUniversal, Omnicom […]

 
 

Omnicom’s Steuer Hoping To Avoid ‘Hodge-Podge’ Of TV Audience-Buying Methods

LAS VEGAS – In the early 1990’s, advertising agencies began to unbundle their media departments into separate operating units. Now television networks are unbundling their audiences to meet advertisers’ increasing desire for better ad targeting. “Cable programmers have always gone narrow in the sense that their individual networks tended to be much more niche content […]

 
 

CES Sessions: Parsing Ad Load Limits With 605, NBCUniversal, Omnicom And Turner

LAS VEGAS – Fewer but more impactful and relevant ads per commercial break aren’t going to happen overnight. But it’s the beginning of a road the industry must start to travel so as not to lose both current and future viewers of linear television. This was the consensus of media sellers and audience targeting specialists […]

 
 

CES Sessions: 605’s CEO Dolan Builds On Cable Industry Roots In Addressable Linear TV

LAS VEGAS – Although the Dolan family sold Cablevision Systems last summer, they have continued to stay close to the industry and are building on their experience in the new venture they’ve named 605. Television programmers and cable operators will be among the first to benefit from 605 CEO Kristin Dolan’s longtime involvement with addressable linear […]

 
 

Supply Side Plumbing Hindering Race To More Targeted Ads: Omnicom’s Steuer

MIAMI – If the transition to more audience-based television advertising was a horse race, data would be in the lead and plumbing would be a laggard. “I think we’re at an important transitional moment from the world of content-based advertising, which is TV’s legacy to an audience based television world,” says Jonathan Steuer. That transition […]

 
 

Traditional TV Measurement Won’t Lead To ‘The New World’: Omnicom’s Steuer

MIAMI – Marketers are ready to step off the “single-currency television ratings train,” but some agency buyers need to be prodded to look beyond Nielsen on the road to impression-based TV, says Jonathan Steuer, Chief Research Officer for Omnicom Media Group. The buy side needs to understand that “questions and strategy” have to have top […]