Holistic, Cross-Platform View Presages Measured Business Outcomes: Nielsen’s Clarken

LAS VEGAS–At this stage of cross-platform advertising, Nielsen has positioned itself to comparable advertising measurement components. It’s up to the industry to solve “for those sets of rules that pulls the measurement together,” says Nielsen Global Media President Megan Clarken. The end goal is “how you can get a holistic view from television viewing across […]

 
 

As TV Advertising Evolves, New Brands Expect Business Performance: NBCU’s Yaccarino

LAS VEGAS—As television sets continue to grow in size along with the trend toward big-screen viewing, “it’s an exciting universe” that’s attracting a new crop of marketers as TV advertising gets smarter, according to Linda Yaccarino. “We feel great. It’s really a time of technology sophistication where it’s intersecting with creativity,” says the Chairman of […]

 
 

CFlight To Contextual Intelligence: A ‘Performance Report’ From NBCU’s Yaccarino

LONDON – A year ago, NBCUniversal brought together a cross section of advertising and media executives in New York to confront industry “inertia.” Its own remedies represent a “very strategic cadence” that includes its growing use of contextual ad offerings, says Linda Yaccarino. Core pillars of that cadence are measurement, commercial innovation and technology, The […]

 
 

Tremor Video DSP Adds Grapeshot To Its Brand Safety, Anti-Fraud Capabilities

If there’s a way to help clean up the digital media ecosystem—from TAG to ads.txt to DoubleVerify—Tremor Video DSP is a big participant and supporter. Because brand safety tends to be subjective depending on the advertiser, Tremor Video DSP is now relying on Grapeshot’s “contextual intelligence” capabilities, says CEO Lauren Wiener. Tremor Video DSP’s three-point […]

 
 

NBCUniversal Will Trim Original Primetime Programming Ad Clutter By 20% This Fall

Declaring that “less is more” when it comes to the television viewing experience, NBCUniversal says it’s cutting advertising clutter by 20% in original, primetime programming and 10% across the portfolio starting this fall. In addition, the media giant is launching a new, 60-second, contextually programmed PRIME POD in the first or last break of a […]

 
 

The Power NBCU’s “Symphony” w/ Apple News, Buzzfeed, Snapchat & Vox, Linda Yaccarino explains

CANNES – NBCUniversal’s Symphony initiative keeps adding new players to its promotional ensemble, wherein all company units pull to together to promote a specific initiative. This year Symphony will benefit from NBCU’s partnerships with the likes of Apple News, BuzzFeed and Snapchat. Therein lies a paradox of sorts, given NBCU’s public bashing of some of […]

 
 

OMD’s Ben Winkler: No ‘Us Versus Them,’ Advertisers Need Many Video Options

CANNES – OMD’s Chief Investment Officer welcomes a warming of the discourse between traditional TV content providers and their digital counterparts. Not only does it reflect reality, embracing both is the only way for advertisers to meet their business objectives, says Ben Winkler. In this interview with Beet.TV, Winkler mentions a conversation he had onstage […]

 
 

Screen Agnostic, Platform Specific Ads And Content Key To Engagement: NBCU’s Yaccarino

Finding the right context for traditional television commercials and creating platform-specific creative are challenges and opportunities for brands and their agencies. When it comes to the latter, being screen agnostic is a plus, according to NBCUniversal’s Linda Yaccarino. “I think the creative agencies are wrestling with two things,” the media company’s Chairman of Advertising Sales […]

 
 

NBCU’s Yaccarino Lauds Set-Top Box Insights for Advertising Results

National marketers want “scale that’s smart” by combining the best data from digital platforms with premium television content. And to close the loop, they want to be able to transact on a currency that reflects their desired business outcomes, says NBCUniversal sales chief Linda Yaccarino. She wants to “shine a light on the need for […]

 
 

Y&R’s Sable Sees A ‘Golden Age’ Of Content, Questions Hyper Targeting

Technology has done amazing things to create a variety of ways people can consume premium television content, helping to spark a “golden age” for content creators. But is the same technology and the data it enables encouraging the hyper targeting of audiences just because the capability exists? David Sable is quick to point out that […]