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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, […]

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.” […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 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 […]

Like many agency television buyers, Todd Gordon spent a lot of time on the telephone buying inventory for clients that they didn’t necessarily want but that came in packages. “If you wanted to buy prime, you quite often also got late night and daytime,” says the Director of Programmatic TV for Adobe. “What’s remarkable about […]

With advertisers still in the “test and learn phase” with advanced targeting of television audiences, NBCUniversal joining the OpenAP consortium “will really move OpenAP’s momentum forward towards a more usable tool that advertisers will want a part of,” says Julie Anson, Associate Director, Partner Innovation, Advanced TV MAGNA Global. Currently on the sell-side, there’s too […]

NBCUniversal’s decision to join the OpenAP audience-targeting consortium one year after its creation is a positive move that “gives us even more scale to buy and transact on from an audience standpoint,” says Maureen Bosetti, Chief Partnerships Officer at Initiative, IPG’s global communications agency. “Certainly the more partners that join OpenAP the more it allows […]

On the spectrum of ad-tech bold moves, it has to rank high. Last week, NBCUniversal announced it would create nothing less than “the industry’s first unified advertising metric”. So-called CFlight is a new measurement metric that aims to give advertisers a total sense of campaign viewership across screens, creating a new currency and offering guarantees […]

NBCUniversal’s TV inventory is about to become available to more advertisers thanks to an expansion through Adobe’s Advertising Cloud TV suite. The pair are announcing that NBCU’s Audience Studio, its suite of audience buying tools, will now plug in to the Adobe system, effectively creating a programatic private marketplace comprising NBCU’s broadcast and cable TV […]

Even as new data sources continue to emerge, there’s not going to be a “magic bullet” that will enable television advertisers to figure out cross-screen reach and frequency. At the heart of the challenge lies consumer privacy, according to Lance Neuhauser, CEO of 4C Insights. “We have to continue to make steps forward in being […]

Among the more noteworthy aspects of the ongoing evolution of advanced television is the pace at which the use of syndicated data sets for targeting viewers has spurred the use of advertisers’ first-party data, according to NBCUniversal’s Mike Rosen. And even while advanced audience targeting will be the subject of many conversations at this year’s […]