NBCUniversal’s Reidy On Big Screen Migration, AdSmart Venture With Sky

While video content fragmentation is great for viewers, it can be “a little overwhelming” for advertisers. One of the ways that NBCUniversal hopes to make it easier—on a global scale—is its new AdSmart offering with Sky, which was recently acquired by NBCU parent Comcast. “One of the newer and exciting announcements for us is Sky […]

 
 

NBCU, Sky Unify Audience Studio & AdSmart To Tap Global Brands

One was launched seven years ago, bringing targeted TV ads to individual households before the practice was even known as “addressable”. The other appeared in 2016, tying together four suites for buying ads across devices. Now Comcast is merging NBCUniversal’s Audience Studio with Sky’s AdSmart, after the owner acquired the European pay-TV company last year. […]

 
 

Comscore Raises Curtain On NBCU’s Outcome-Based Movie Campaign Guarantee

Like many companies, Comscore plays an important role in seeking to derive unduplicated reach curves for television audiences, along with other data advancements. It recently played a key role in a project with NBCUniversal in which NBCU guaranteed business outcomes for the first time, in a campaign for the movie The Upside. Comscore’s seat at […]

 
 

Turner’s Rockwood: Better Cross-Screen Measurement Means Easier Transactions

Given the complexity of the premium video marketplace, “It’s just been messy to do business,” says Turner’s Beth Rockwood. But that doesn’t mean complexity is necessarily a bad thing. For nearly 10 years the industry has been aware of the challenge of “needing to do something different and better,” Rockwood explains in this interview with […]

 
 

Purchase Of Adaptly Will Help Scale Accenture Interactive’s Activation Offerings

LAS VEGAS—Having just acquired digital platform marketing specialist Adaptly, Accenture Interactive Operations has added a key asset as it builds out its global “experience activation centers” for clients. “It was completely in our wheelhouse, in our sweet spot, and it’s going to allow us to scale our multi touchpoint activation credentials very, very quickly,” says […]

 
 

M1’s Spengler: Data Making Media ‘More Precise And More Powerful’

LAS VEGAS—If there’s one thing that unites media owners, ad-tech providers and advertisers it’s the value of understanding audiences. “They’re trying to find the customer too so we can join that up,” says Tim Spengler, the President of Dentsu Aegis Network’s M1 US. “So they’re very much aligned because they know that’s what we’re looking […]

 
 

Tubi Counting On ‘Subscription Fatigue’ To Ward Off New Streamers

LAS VEGAS—Now that the Tubi streaming movie and television service is “across everywhere,” it’s hoping that subscription fatigue helps it continue to be an advertising-supported complement to Netflix in the face of mounting streaming competition. “Before us there was YouTube and Netflix and that was it,” says Chief Revenue Officer Mark Rotblat. “We are across […]

 
 

As Streaming Choices Expand, Viewers Want Better Search And Recommendation: Turner’s Beck

LAS VEGAS—As major media companies prepare to offer consumers more direct-streaming video choices, they should be thinking about improving content search and viewing recommendations, according to Turner’s David Beck. Success will hinge on “Who makes it easy, frictionless for people to get to the content they want to, consume it, share it and engage with […]

 
 

From Ad Loads To AI, NBCU’s Marshall Charts A Better Sales Ecosystem

LAS VEGAS—Two years ago, NBCUniversal began to gauge viewers’ emotional states to create better audience segmentations. Now it’s using artificial intelligence that places the most appropriate ads within the most appropriate scenes within its shows. Its goal is to “evolve the consumer experience of watching live, primetime television into a better experience because we know […]

 
 

Hulu Beta Testing New Attribution Offering And ‘Pause Ads’

LAS VEGAS—With a “nice running start” of 11 years in the streaming video wars, Hulu is beta testing an attribution offering to correlate advertising exposures to advertisers’ business outcomes. Hulu announced the offering at CES 2019 as it revealed a subscriber base of 25 million, representing “pretty dramatic growth” of eight million year-over-year, SVP of […]

 
 

At NBCU, ‘One Cohesive Plan’ Spans Multitude Of Channels And Platforms

LAS VEGAS—It was hard to miss brands like Subaru and Metro by T-Mobile during last fall’s People’s Choice Awards on NBCUniversal’s E!. And that was the point of E!’s first-ever broadcast of the age-old show, which harnessed social media to distribute advertiser content far and wide, according to Advertising Sales & Partnerships President Laura Molen. […]

 
 

Television Will Fuel Luggage Provider Away’s Journey Up The Funnel

LAS VEGAS–With an online following and six stores in major U.S. cities and its own magazine, luggage marketer Away’s products have “a utility for a really wide swath of people.” But being a digitally native, direct-to-consumer brand, it hasn’t reached enough of those people so it’s looking farther up the purchase funnel by way of […]

 
 

Mindshare’s Gerhart: TV Customization, Utilization More Important Than ‘Hardware’

LAS VEGAS—Hardware is still a big topic of conversation at CES, but Mindshare’s Adam Gerhart would rather talk about “the customization and utilization of televisions and devices” and the resulting addressability for advertisers. In this interview with Beet.TV, U.S. CEO Gerhart discusses the “perfect balance” between TV’s scale and addressability along with the challenge that […]

 
 

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 […]

 
 

Re-Thinking TV Ad Load: NBCU, A+E, TiVo & NCC Tell Forrester’s Joanna O’Connell

SAN JUAN — How long should a commercial break be? How lengthy should a TV ad be? And how many is too many? Over the last 18 months, TV networks have wrestled with that question, as booming VOD subscriptions has gone hand-in-hand with growing consumer frustration toward excess interruption. That has spurred many networks to […]

 
 

In OTT, What Is ROI? The Whole Value Chain Debates

SAN JUAN — For decades, the notion of return on investment from TV ads has been ironically straightforward. Brands would buy ads and, with little insight in to who really watched what, would need to unleash a slew of media mix modelling tools to understand what exposures may have led to which purchases. That imprecision […]

 
 

‘Golden Age’ Of Television Requires Better Advertising: David Sable

LAS VEGAS—The continued rise of streaming services providing premium video without advertising avails is a big concern but it’s going to change within a couple of years. That’s because both Amazon and Netflix are headed toward ad-supported content, VMLY&R chairman David Sable predicts. The bottom line, Sable explains in this interview with Beet.TV at CES […]

 
 

NBCU’s Effik: Data-Driven Targeting Is ‘Married’ To An Enduring Upfront

LAS VEGAS—Even with all the advances being made in targeting television audiences and automating parts of the selling process, the annual ritual known as the Upfront isn’t going away anytime soon. “I think the Upfront’s still going to be very important for at least a few more years if not even beyond, for a very […]

 
 

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 […]

 
 

CES ‘Exhibitor’ Procter & Gamble Showcases Product, Retailing Tech Innovations

LAS VEGAS—Having long attended CES in the partner mode, Procter & Gamble chose this year to be an exhibitor at what Chief Brand Officer Marc Pritchard dubs the “consumer experience show.” It’s where the company is showcasing some of the technologically advanced products that have emerged from the approximately 130 internal “seed-stage startups” that the […]

 
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