After Hurricane Maria, Digital Platforms Replaced Power-Dependent TV: NBC/Telemundo’s Cancela

SAN JUAN, Puerto Rico—When Hurricane Maria shut down Puerto Rico’s power grid in the fall of 2017, NBC and Telemundo gained a new appreciation of their digital platforms to continue engaging with viewers. “We didn’t have a business,” recalls Jose Cancela. “That really was a focus for us on seeing how without power, television is […]

 
 

With FCC Approval, ATSC 3.0 Is ‘Whole New World’ For Broadcasters, Pearl TV’s Schelle

SAN FRANCISCO – Lighthouses will soon be popping up all over the United States, but they won’t have anything to do with nautical navigation. The new facilities will bring to life ATSC 3.0, the Internet-protocol, over-the-air television transmission standard that will give broadcasters new ways of delivering and monetizing content. “Think of this new platform […]

 
 

BrightLine’s DataCast: Targeted Ads Across The OTT Landscape

Long known for its dynamic ad capabilities, BrightLine decided to add “a data side to the equation” with its DataCast offering in early 2018. The platform was built from scratch to account for core differences between Internet and mobile approaches that do not effectively port to TV, and many premium content providers have since signed […]

 
 

Overseas Convergence of TV And Video Presaged U.S. ‘Awakening’: Videology’s Ryan Jamboretz

CANNES – Call it digital déjà vu. The global convergence of television and video that has set off a wave of consolidation and new market entrants in the United States first began to emerge in Europe about two years ago. Fast-forward and you had deals like NBC and Comcast and now the pending acquisition of […]

 
 

Havas’ Kanefsky: TV Buyers Want Impact, Great Content And More Ratings Points

With all the talk about more precise audience targeting for linear TV, some basic things can get overlooked. For veteran buy-siders like Jason Kanefsky, who’s witnessing his 30th Upfront, those things include basic supply and demand dynamics. So while “we’re taking a lot of first steps in lots of different directions,” sometimes there’s progress in […]

 
 

UM’s Stimmel Assesses Advanced Audience Targeting And ‘The Hulu’ Of Data

Every television advertiser is trying to identify what their specific audience means outside of broad age and sex demographic targets. While the latter represent a “fairly blunt instrument that we use as a currency,” more media owners are executing in ways that line up better with how buyers want to execute their plans. An audience […]

 
 

Rogers Dissects TV Audience Declines And The Challenges Of Better Audience Targeting

With his multi-decade background at NBC, CNBC and TiVo, Tom Rogers knows a bit about television audiences. Given continued viewing declines, he believes the only way for broadcast and cable networks to maintain decent pricing is personalized ads with measurable business outcomes for advertisers. “I really don’t see any other answer given this confluence of […]

 
 

More Uniform Standards Would Advance One-To-One Targeting: VM1’s Shlachter

LAS VEGAS – True one-to-one advertising targeting on digital and linear television is being held back by too many competing standards, says the President of VM1, the dedicated Verizon agency within Zenith. “The interoperability of all these different systems and platforms and devices just don’t play nicely together today. But over time it’s definitely where […]

 
 

Voice Recognition For TV ‘The New Battlefront’: OMD USA’s Winkler

Pure programmatic buying of television ads in a real-time, automated fashion is not happening at any kind of scale today and probably won’t for a few years, according to the Chief Investment Officer for OMD USA. However, “A lot of the benefits from programmatic thinking are starting to come into the marketplace, mostly through the […]

 
 

Networks Have Caught Up With Viewers’ Digital Demands: ABI’s Rosen

LAS VEGAS — Time was, viewers grumbled about TV broadcasts being unavailable online and about digital delays on transmission. Now, however, the broadcasters are getting their act together, according to one analyst. “The rights restrictions have often lagged behind the technological capabilities,” says ABI Research practice director Sam Rosen. “What we’ve started to seen in […]