Household Targeting Is Its North Star, But Modi Seeks To Pinpoint Individuals, Says Walters

VIEQUES, PR – Seth Walters is “insanely passionate” about commerce-enabled interactivity. Which makes him a logical evangelist for the power of connected television targeting and measurement. As Senior Partner for Interactive & Connected TV at Modi Media, the advanced TV unit of GroupM, it’s Walter’s job to help GroupM’s clients understand the opportunities for messaging, […]

 
 

On Addressable TV Execs’ Wishlist: Standards And Scale

MIAMI — Recent estimates of the number of addressable US TV households count about 45m properties. The ability to target individual households with different ads at different times is now real. “Over the last three years, (I’ve done) … 250 campaigns, addressable to the household,” recalls Tracey Scheppach, the former long-time SMG advanced TV exec who recently […]

 
 

Addressable Advertising Is ‘True Attribution,’ Says MODI Media’s Bologna

LONDON – The need for census-level data in the media planning process “is paramount right now,” according to Mike Bologna, President of GroupM’s Modi Media advanced television unit. “It’s what advertisers are looking for,” Bologna says in an interview with Beet.tv. “They night not necessarily need the data all the way down to addressability, but […]

 
 

Beet.TV Retreat 2016: MediaVest | Spark, Cadreon, MODI On The Value Of Advanced TV

MIAMI – In the tug of war that is television advertising, programmers pull the traditional ratings window beyond 30 days while advanced TV specialists grapple with more precise targeting. Somewhere in the middle lies a holistic view of all advertising impressions that buyers can bid for, but it’s a galaxy far, far away. This is […]

 
 

Addressable TV Is A ‘Tactic That’s Evolving’: Comcast’s Kevin Smith

MIAMI – Whether the subject is Nielsen ratings, video on demand or addressable television advertising, communications giant Comcast is all about the “macro experience” for consumers and advertisers. This holistic approach to the rapidly evolving entertainment landscape comes across loud and clear from Kevin Patrick Smith in a panel discussion at the recent Beet.TV Retreat […]

 
 

Automation And Standards Will Propel Growth Of Addressable TV, Says Modi’s Power

MIAMI – An apt analogy for planning and executing addressable television advertising could be tackling a giant jigsaw puzzle. Unless you’re a robot, there’s no way to automate the process of piecing it all together. Jamie Power began to learn this about three years ago when she joined the launch of GroupM’s Modi Media advanced […]

 
 

Advanced TV’s National Evolution: MODI’s Bologna

MIAMI — Addressable? Advanced? The way that television advertising is bought, targeted, sold and measured is changing. The new connection of TVs and TV boxes to the internet is offering up household-level targeting, when ads are fuelled by smart data sets. In this panel video interview at Beet Retreat 2016, Group M’s MODI Media president Mike Bologna, […]

 
 

From MAC To IP And Beyond: MODI’s Bologna Surveys Addressable TV Future

BOSTON – To the uninitiated, Media Access Control could sound like something they’d like to be able to do during political campaigns. But as television content and advertising continue to go over-the-top, the household set-top box identifier known as MAC is slowly giving way to IP addresses and other alternatives. MAC identifiers and cable TV […]

 
 

Unduplicated, Cross-Screen Addressable Reach: ‘We’re There,’ Says MODI’s Bologna

The words “sophisticated” and “manual” would seem to be mutually exclusive, yet they go hand in hand with addressable television advertising. That’s because everything’s manual with addressable at this stage of its evolution, according to Mike Bologna, President of MODI Media. “So you could argue that the most sophisticated and exciting part of the television […]

 
 

After Modi Deal, Innovid ‘Enters The Gate Of Media Giants’

Straight from striking an important partnership with Group M’s advanced TV division MODI Media, video ad-tech outfit Innovid is aiming to buddy up with the Goliaths of the industry – whilst challenging some of their more myopic tendencies. Innovid, which helps brands create, deliver and measure video ads for a range of 25 online TV platforms, was […]

 
 

Cablevision Inks “Upfront” Agreement with WPP’s Modi for Addressable TV Advertising

LONDON-   Cablevision, a large U.S. regional cable and Internet provider, long a pioneer in offering addressable TV advertising, has made its first “upfront” deal with Modi Media, the advanced TV unit of WPP.  It is a longterm partnership around addressable advertising. At the Future of TV Advertising Forum in London earlier this month, we interviewed Ben […]

 
 

WPP’s Modi Media Inks “Upfront” Addressable TV Buy with Cablevision

LONDON – Modi Media, the advanced TV unit of  WPP’s GroupM, will buy upfront inventory from Cablevision to deliver advertising in 2016 on an “addressable” or household level basis, says Modi’s CEO Mike Bologna in this interview with Beet.TV Bologna expects the growth of addressable households in the U.S. will reach 50 million next year. […]

 
 

True Ad Personalization Will Never Happen: Modi’s Thissen

All the talk in TV ad land is about the prospects for super-targeting viewers of connected TVs with hyper-individualized ad messages. One school of thought says that kind of dynamic personalization is “science-fiction“. And a leading addressable TV advertising exec is similarly bearish. “I don’t think true personalization, where you call somebody out by name and […]

 
 

What Price The Data That Fuels TV Revolution?

By now, we all know that “data is the new oil” that fuels myriad targeting capabilities in the precision online era. But who holds the best data and how important is it? “That data’s not free,” according to Modi Media president Mike Bologna. “Of the 50-plus household campaigns we’ve run so far this year, we’ve […]

 
 

Mike Bologna’s Three Prerequisites For Addressability

The ability to target individual TV sets with the same precision advertisers buy online ads is exciting some advertisers. One ad group has even tripled its spend on the format in the last year. But what are the building blocks of planning out an addressable-TV ad buy? Mike Bologna, CEO of GroupM’s addressable-TV ad unit Modi Media, […]

 
 

The Challenges In The Road To Targeted TV Ads

The hot discussion in the crossover of television and advertising technology is about household-level TV ad targeting. So-called “addressable” TV is slowly becoming a reality in some markets, promising markets internet-style specific targeting. But what humps are still in the road to an addressable future? In a panel on the topic, these executives discussed the topic… […]

 
 

Addressable TV Can Unleash TV Ad Creativity

CANNES — The $72 billion US TV advertising industry is premised on making 30-second spots that target consumers. Imagine what happens when TV sets give advertisers the cues they need to target customers individually. Michael Bologna, president of GroupM’s Modi Media division, which is working on just that proposition, says 2015 is the year it […]

 
 

Addressable TV Poised to Crack the $70 Billion Market

CANNES — Addressable TV has been in development for the last decade, but only now is it beginning to reach scale. That means that gross ratings points, or GRPs, may be starting to become obsolete. “You know what’s really silly?” says Michael Bologna, president of GroupM’s Modi Media, in a panel discussion at Cannes recorded by […]

 
 

Addressable TV Delivers Big Sales Lift, Scheppach, Bologna

CANNES — Addressable TV promises to be a powerful tool for reaching consumers at scale with creative that’s carefully targeted to them, but how much lift are marketers who are investing in it actually seeing? “You’re seeing 50, 60, 70% increase in sales lift,” says Tracey Scheppach, SMG’s EVP-Precision Video Director, in a panel discussion […]

 
 

Access to Set-top Data Holding Back Addressable TV, SMG’s Scheppach

CANNES — Since the value that addressable TV delivers is widely understood, what’s hampering its adoption?  Investment banker and CEO of LUMA Partners Terence Kawaja asks these panelists in a session taped aboard the AT&T AdWorks yacht. The mindset of big brands accustomed to the notion that they can buy a massive audience of adults […]

 
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