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 […]

 

Comscore Has Local TV Measurement Deals With Nexstar, Scripps And Gray

LAS VEGAS—With new and expanded measurement deals with Nexstar and other local television broadcasters in hand, “We feel like the levee is breaking in local,” says Comscore CEO Bryan Wiener. This week, Comscore announced an expansion of its deal with Nexstar, the second-largest TV broadcaster, provide measurement and ad sales currency for all Nexstar markets, […]

 

In Expanding CFlight Portfolio-Wide, NBCU Systems Set To Progress: EVP Vazirani

As it looks to expand its CFlight all-screen audience measurement currency to its entire portfolio in 2019, NBCUniversal is finding that upgraded transactional systems are key to CFlight’s implementation. “I think everybody conceptually believes in this,” says Kavita Vazirani. “I think the challenges have come in the systems. That’s where the harder conversations have been.” […]

 

AI Can Give TV Ads Super Context: NBCU’s Feldman

Amid the ongoing march of VOD, TV isn’t without a fight. In fact, some of the smarter broadcasters are now using advanced software technology to wring far greater efficacy from their ad inventory than ever before. Case in point – NBCUniversal, which just switched on a new tool that uses machine learning to better indicate […]

 

Giant Spoon Is NBCUniversal’s Invite To The Direct-To-Consumer Table

SAN JUAN, Puerto Rico—So-called direct-to-consumer brands have disrupted many product and service categories, from creation to distribution. But when they need more scale they’re turning to television, a trend that prompted NBCUniversal to partner with the agency Giant Spoon. Last month, the two companies launched Direct to Scale, whose core offerings are media strategy and […]

 

CFlight To Contextual Intelligence: A ‘Performance Report’ From NBCU’s Yaccarino

LONDON – A year ago, NBCUniversal brought together a cross section of advertising and media executives in New York to confront industry “inertia.” Its own remedies represent a “very strategic cadence” that includes its growing use of contextual ad offerings, says Linda Yaccarino. Core pillars of that cadence are measurement, commercial innovation and technology, The […]

 

NBCUniversal’s Colella On The Value Of Contextual Optimization

SAN JUAN, Puerto Rico—NBCUniversal has a new tool to make sure that commercials are seen in the right context within specific television programs. “If there’s a wedding happening and people are in love and happy, you don’t want to see a hamburger,” says Denise Colella, SVP, Advanced Advertising Products & Strategy. The Contextual Intelligence Platform […]

 

At 50% Of Domestic TV Impressions, OpenAP Expecting More Members: Viacom’s Halley

Representing 50% of the domestic television impression supply, the OpenAP audience-targeting consortium has reached critical mass and created a uniform currency around advanced advertising, says Viacom’s John Halley. Phase Two will see more publishers joining OpenAP as it works on ease-of-use and other improvements for media buyers. In this interview with Beet.TV at the recent […]

 

‘Great Connections, Conversations’: Beet Retreat 2018 Comes At Industry Turning Point says NBCU’s Colella

Collaboration among television networks, digital-like standards and audience buying made easier are some of the discussions that NBCUniversal’s Denise Colella is looking forward to at Beet Retreat 2018 in San Juan from Nov. 28-20. “I really think we’re at a turning point,” says Colella, who is SVP, Advanced Advertising Products & Strategy. The annual gathering […]

 

Omnicom’s Sullivan On Xandr’s ‘Leapfrog’ Potential, Making TV Smarter

SANTA BARBARA, CA – Having spent more than 25 years on the sales side of the television business, Catherine Sullivan thinks AT&T’s new Xandr unit can leapfrog the industry. When it comes to helping marketers understand their target audiences and making TV smarter with more attribution and relevant advertising, “It can’t happen fast enough,” says […]

 

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 […]

 

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 […]

 

Greater Focus On Outcomes Will Yield More Credit For TV Industry: NBCU’s Rosen

The TV industry is looking at outcomes and attributions “in a unique way right now” to fend off digital and social competitors that have claimed advertising results for which they’re not always responsible, says NBCUniversal’s Mike Rosen. “There’s that old movie expression don’t bring a knife to a gunfight,” Rosen adds. Yet so far, that’s […]

 

Twitter Adds NBCUniversal, ESPN Content As It Broadens Viacom Offerings

Twitter has crafted new content deals with NBCUniversal and ESPN that the social platform says will extend the reach of those partners’ original shows. The company is also expanding its existing relationship with Viacom with offerings like Comedy Central’s Creator’s Room, BET Breaks and MTV News. Video views on Twitter have nearly doubled in the […]

 
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