Relevance Depends On Data & Identity: TransUnion’s Spiegel

SANTA BARARA — Is relevance still… relevant? For years, marketers have talked about reaching a point in the advertising ecosystem where they can know so much about their audiences that they can craft and customize the most precise messages and content for consumers. That is still the hope, but getting there is going to take […]

 
 

Challenges And Opportunities Of New Ad Formats: A FreeWheel Panel At Cannes

CANNES – Innovative video advertising formats are on the upswing, creating the potential for “new-ad format fatigue” and the measurement challenges that accompany them. But if you can get marketer procurement people on board with the concept, that upswing could broaden considerably. These are among the takeaways from a panel discussion at the 2018 Cannes […]

 
 

Viacom’s Gordon Promises Panel A New Phase Of OpenAP

It is now over a year since some US TV networks came together to strive for commonality in how they tap the opportunity of advanced TV ad targeting. Now, it seems, they want to kick it up in to the next gear. Last year, Fox, Turner and Viacom teamed to co-found OpenAP, a new consortium to […]

 
 

Nissan’s Witherspoon Drives Cannes FreeWheel Discussion On Television’s Future

CANNES – How does a huge marketer like Nissan convince its procurement people to explore new, non-traditional ways of reaching audiences and measuring those efforts? “We have this kind of internal joke that right now we have more pilots than American Airlines,” is how Allyson Witherspoon, Nissan’s GM for Global Brand Engagement, explained it. At […]

 
 

Can TV Be A Platform? A Cannes Panel Discusses

It’s no coincidence that TV companies are facing a challenge to retain ad spend migrating to digital ecosystems run by the big native behemoths. Several initiatives and companies are now trying to tackle that problem. But what will it really take for TV to become a “platform”? In this panel discussion moderating by MediaLink’s Matt […]

 
 

Cannes Panel Unites OMD, Wavemaker, Nissan, true[X] Execs On Consumer Centricity

CANNES – People in advertising and media disagree about many things, but a more consumer-centric approach to both video content and advertising is a big exception. This was more than evident during a panel discussion at the 2018 Cannes Lions International Festival of Creativity as part of the FreeWheel Forum on the Future of Television. […]

 
 

TV Ad Load Reduction Could Cause ‘Short-Term Up And Down Pain’: MediaLink’s Spiegel

CANNES – At gatherings like the Cannes Lions International Festival of Creativity, audience segmentation strategies have been been front and center for the past few years. “I think now that a lot of learning discussions have come out we’ve come back to if you do that type of targeting, what are you going to say […]

 
 

Identity Resolution The ‘Underpinning Of Future Success’: MediaLink’s Spiegel

SAN FRANCISCO – While there’s little question that being able to identify and target individuals across devices and screens will play a huge role in future marketing, we should not think that everything will go one-to-one. This might seem unusual for those with their roots in digital media, but not to Matt Spiegel. “I think […]

 
 

Industry TV Veterans Tackle Targeting And Attribution At Beet Retreat Miami Panel, With MediaLink, Matter More Media, Cadreon/IPG, Publicis Media Exchange, 605 And Team Arrow Partners

MIAMI – What’s the best way to approach television targeting and measurement? And what’s the value of “waste” in the form of TV ad impressions? These and other topics were the focus of spirited and insightful debate at the recent Beet Retreat Miami 2017. Following are some of the more cogent exchanges during a panel […]

 
 

Ad Personalization, Content Discovery Are Focus Of Beet Retreat Miami Panel Featuring MediaLink, Innovid, TiVo And Sorenson Media

MIAMI – The old adage “don’t take it personally” will be upended in the world of advanced television. Respecting viewer attention and guiding them to relevant content are going to be critical elements in perpetuating the ad-supported business model. Such observations arise when people in key positions peer beyond what’s currently happening in the TV […]

 
 

Balancing New Revenue Streams: NBCU, Fox, Acxiom, Oath, A+E Execs Discuss

MIAMI — These days, consumers have more choices than ever before about how to consume video and TV content. And that means a new spectrum of opportunities – and challenges – for content owners and distributors. For companies more used to selling the context of their content to advertisers, the hot new possibility – in […]

 
 

Navigating New Solutions: Simulmedia, IAB, DISH, Videology, Google Execs Discuss

MIAMI — The medium of television is moving faster than than it has in decades, maybe even ever, as new opportunities to deliver, measure and monetize programming emerge almost weekly. In advertising, buyers are getting excited about a world in which planning moves beyond the broad demographic audience targeting of yore, to a world of […]

 
 

MediaLink’s Matt Spiegel Tracks The ‘Precision Marketing Journey,’ Choices Facing TV Broadcasters

MIAMI – It’s not just the television industry that’s undergoing massive change as linear slowly cedes to other viewing options. Marketers, meanwhile, must embrace new forms of measurement as table stakes in their efforts to keep pace with that change. For both, the question becomes “How can we enhance the speed of change,” says Matt […]

 
 

FOX’s Marchese, ESPN’s Johnson Sort New Ad Currencies for Premium Video

CANNES – Are media buyers too preoccupied trying to define “TV” and “video”? It’s worth approaching the issue from the sell-side, by way of Fox and ESPN. The answer rests on delivery systems, according to Joe Marchese, President, Advertising Revenue, Fox Networks Group. “The idea is, is a stream being delivered in a way in […]

 
 

MEC’s Tim Castree: Solving Cross-Screen Convergence Will Keep Agencies Relevant

CANNES – As long as television and premium video remain atop the ROI stack for marketers, agencies need to solve convergence of the two for their marketer clients. If they don’t, they could be disintermediated by giants like Facebook and Google and knocked down a rung on the value chain by new entrants like Accenture. […]

 
 

Buy-Side Vets Tackle Audience Measurement, Creative Output Challenges

CANNES – Delve into the challenge of cross-platform video audience measurement with three buy-side veterans and you’ll get sports metaphors, frustration and eager anticipation for things like Facebook’s plunge into scripted programming. So it was when Comcast presented a panel at the Cannes Lions Festival of Creativity featuring Amplifi US’s Lucas Cridland, Magna’s David Cohen […]

 
 

Live Sports Expensive But Engages Viewers: ESPN’s Johnson & Fox’ Marchese

CANNES – Yes, broadcasting live sporting events is expensive considering the rights fees. But it’s a great viewing environment at a time when consumers can avoid ads in other programming. It’s that “other” programming that concerns media sellers like ESPN and Fox, as evidenced by the discussion during a Comcast panel at the Cannes Lions […]

 
 

Alphonso’s Mark Gall: Connecting TV To Mobile, Consumer Ad Exposure To Results

CANNES – If you are one of the many people whose attention to a television show is shared by another device, there’s a decent chance Alphonso knows what you’re watching. The automatic content recognition company indexes TV like Google indexes the Internet. So when an Alphonso SDK in a tablet, smartphone, smart set-top box or […]

 
 

A+E, 605 Dissect Viewing, Transactional Data And Bust Some Myths In The Process

CANNES – Even if unified cross-screen audience measurement remains a bridge too far at present, understanding linear television audiences gets better all the time. This is something that A+E Networks can attest to following an engagement with TV analytics firm 605 in which ad exposure data was matched with transactional records. The result, as moderator […]

 
 

Yield Management is Essential for Digital Video Business, MEC Global CEO Tim Castree

CANNES – What constitutes “premium content” is in the eye of the beholder. So rather than trying to ascertain a common definition, one’s time is better spent understanding the drivers of ROI while taking into account things like environment, ad formats and targeting. “That’s really more what we’re focused on versus worrying too much about […]

 
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