Driving Ad Measurement Toward Outcomes: NBCU’s Vazirani

Another nail in the coffin for traditional ad measurement metrics? NBCUniversal has become the latest media owner to launch its own effort to quantify impact for advertisers. It’s called Total Investment Impact, an attempt to measure the effectiveness of advertising across campaigns, screens and platforms, focused not on simple impressions but on business results. In […]

 

‘Accelerated Innovation’ Will Fuel Data-Driven TV Ads: NBCU’s Colella

What if the “new normal” were better than the old one? Whilst the COVID-19 pandemic has up-ended traditional business practices, a growing school of thought, amongst those that are successfully pivoting, posits that these changes were overdue and are, ultimately, beneficial. In this video interview with Beet.TV, Denise Colella, SVP, Advanced Advertising Products and Strategy […]

 

NBCUniversal’s Denise Colella: The Launch of One Platform Brings Addressability to Linear Ads

LAS VEGAS– Denise Colella, svp of advanced advertising at NBCUniversal, says this year at the Consumer Electronics Show, the question that’s top of mind is whether or not this year is the year of addressable – when addressable measurement will finally extend beyond streaming services to all platforms. “Just as they used to say ‘Is […]

 

Adapting To Advanced TV: A+E, NBCU, LiveRamp Execs Discuss

Advanced TV ad targeting tactics present the promise of up-ending the traditional way in which TV ads are bought – upfront and for a mass audience – in favor of something more real-time and personalized. But buyers need to be walked through the transition, and an ultimate conversion to 100% addressable may not be the […]

 

D2C Tactics Scale Up To Big Brands: NBCU’s Brian Norris

Over the last year, TV networks have been bending over themselves to provide the capabilities demanded by the fastest-growing segment of new advertisers – smaller, “direct-to-consumer” brands. But it turns out those same capabilities may also trickle up to the big brands that were more commonly thought of as TV advertisers. That is according to […]

 

Sky’s The Limit For Comcast’s Advanced TV At Scale: Jamie West & Denise Colella

CANNES — When Comcast acquired European satellite TV provider Sky last year, it didn’t just get a leading continental telco and TV operator; it also got one of the world’s earliest addressable TV pioneers. Sky launched AdSmart back in 2014, using its own customer data to analyze viewers on advertisers’ behalf and sending household-specific linear TV ads […]

 

Brands, New Awards, CMO Growth Council: Cannes Lions Chairman Thomas Previews 2019 Festival

With a host of brands seeking to unlock growth through creativity, two new awards and a new initiative called Connect, Learn, Experience (CLX), the Cannes Lions International Festival of Creativity “will be a little bit busier and a little bit bigger than last year,” says Chairman Philip Thomas. Although Cannes Lions started in 1954, it […]

 

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 […]

 
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