The Misconceptions Of Addressable’s Youth: MODI Media’s Cestaro

Some world-changing technologies explode overnight, others take years to burn so brightly. Addressable TV may be in the latter category. The ability of marketers to target individual viewing households with specific messaging seems revolutionary. But, though it has existed for several years now and though consumer technology deployment is wider than ever, discussions from successive […]

 
 

Universal Addressable TV Buying Will Be Elusive: MODI’s Cestaro

As TV gets lit up with advanced new advertising targeting capabilities, offers new controls for reach and frequency, buyers necessarily start wondering whether the expanding range of options can be unified. That doesn’t look like happening any time soon, says one man leading advanced TV for the world’s biggest ad-buying agency – but it also […]

 
 

Next Week at the #BeetRetreat: How Addressable Will Scale In 2019: MODI Media’s Cestaro

eMarketer forecasts that ad spending on addressable TV platforms (those which allow buyers to target viewers or households) will constitute 3.7% of total US TV ad spend in 2019, an overall market which is now otherwise in marginal decline. If the new technology is going to help restore growth to TV ad revenue, it is […]

 
 

Sorenson The ‘Apple Pay’ Of Addressable Television: MODI’s Cestaro

As addressable television advertising closes in on some 80 million homes by year’s end, Sorenson Media is emerging as “kind of a new player in this area” with a clear differentiation, says MODI Media’s Marc Cestaro. “They have not only national avails, they have local avails that go across cable and broadcast, which is new. […]