NCC Media Creating National Addressable ‘Hub’ For TV Networks: Spectrum’s Kline

NCC Media is “working fast and furious” on becoming the hub for television networks to make their national advertising time addressable, says David Kline, who is President of Spectrum Reach and EVP of Charter Communications. “We are aggregating all our addressability, not just for the two minutes an hour we sell to our local national […]

 
 

NCC Media’s Ivins On Real-Time Campaign Measurement, Attribution Partners

As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control. “I think we’ll get to the day where it’s always on, real-time measurement,” says Bob Ivins, Chief Data Officer of NCC Media. Not that long ago, MMM […]

 
 

Cross-Screen Identity Rests On Cooperation, Not Technology: Comscore, NCC Media, Nielsen

A big conundrum in cross-screen audience targeting is the need for cooperation across a multitude of potential partners even as the number of partners continues to multiply. And technology itself isn’t the white knight it was once thought of, judging from a panel discussion at the recent Beet.TV leadership forum. The panel titled Making Identity […]

 
 

Mapping Identity is the “Holy Grail” in the Advanced Television Universe — Coming into Focus on March 5 at Beet Forum

The need for industry collaboration is a consistent theme when advanced television is discussed. Nowhere is this more salient than in the quest to determine the identity of individual viewers and design unduplicated reach curves for advertising. Because while unduplicated reach has been attainable in digital media, “when we start to include television or traditional […]

 
 

Shared Approach Needed For Addressable: NCC Media’s Ivins

PHOENIX — If you want to know the part that data is going to play in the future of cable TV ad sales, ask the chief data officer at the consortium owned by Comcast, Spectrum and Cox. NCC Media’s Bob Ivins says the industry is “at the beginning stages” of so-called household-level “addressable TV”, the […]

 
 

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 […]

 
 

Boys And Girls Clubs President Ramos: Puerto Rico Had An Education ‘Storm’ Before Maria

SAN JUAN, Puerto Rico—As an after-school organization that provides supplemental education services to 15,000 mostly impoverished youths, Boys and Girls Clubs of Puerto Rico found itself in the crosshairs of Hurricane Maria. “Before the storm, we already had a storm in the education sector, so with the storm it gets more complicated,” said President Olga […]

 
 

NCC 2.0 Aims To Solve New Fragmentation Era, CEO Pangis Says

SAN JUAN — It did it once before in an earlier media era, so can cable groups’ joint sales group tackle another wave of ad platform fragmentation? Operated by Comcast, Charter and Cox Communications, NCC Media launched in 1981 to provide a common way for ad buyers to get on to disparate and disconnected cable, satellite […]

 
 

NCC’s Seth Explains The Longitudinal Approach To Cross-Platform Measurement

SAN JUAN, Puerto Rico—Building audience targeting segments for attributes like advocacy and loyalty is best done with sub-segments at the various steps of the purchase funnel, according to NCC’s Danielle Seth. In this interview with Beet.TV, the VP of Client Partnerships explains how NCC leverages its MVPD unique subscriber identifiers matched to set-top box data […]

 
 

Data Keeps Marketers Up At Night: NCC Media’s Kent

SAN JUAN — If you are a national cable TV network these days, how do you go about crafting an ad sales pitch to big-brand clients? For Davina Kent, it is increasingly about data. Kent is the Comcast VP of advanced TV sales who, earlier this year, came on board at NCC Media – the […]

 
 

P&G’s Hernandez: Hurricane Maria Caused ‘Quantum Leap’ In How Puerto Ricans Use Media

SAN JUAN, Puerto Rico—Before Hurricane Maria made land in the fall of 2017, Procter & Gamble had been in the process of upping its involvement in digital media. What followed the devastation was an immediate reliance by P&G on traditional media and, a year later, a “quantum leap” in how Puerto Ricans consume media, with […]

 
 

‘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 […]

 
 

NCC Media’s Advanced TV Goals: National Capabilities, One Infrastructure

From its roots aggregating spot cable television buys for advertisers, NCC Media has learned how to “rationalize the irrational.” This will certainly come in handy as it expands beyond linear TV into digital. “Historically, we were seen as just an ad rep organization and what we’re trying to do is build adtech underneath it that […]

 
 

NCC Converges Data From Charter, Comcast & Cox While Adding OTT Inventory

To create what it calls “the largest data set in television,” NCC Media is converging the linear TV and digital data of its three owners—Charter Communications, Comcast and Cox Communications—as it broadens its inventory offering beyond local avails to OTT. One major advance is that NCC is marrying set-top box data showing content consumption and […]

 
 

With Advanced TV At Scale, ‘There’s Only Upside From Here’: Comcast’s Jenckes

As the result of addressability, attribution, data and technology, “I think we are at a time when advanced TV is at scale and there’s only upside from here,” says Comcast Cable’s Marcien Jenckes. “That doesn’t mean that all media will be bought programmatically,” Jenckes adds in this interview with Beet.TV at Advertising Week 2018 in […]

 
 

New NCC Media Unit’s Goals: Scale, Consistency And Simplicity In National Addressable TV

When it launches in June, the new and as-yet unnamed division within NCC Media has three goals for the national addressable television marketplace: Scale, data consistency and simplicity. “From a scale standpoint, it’s critically important that we get beyond the boundaries of any single provider,” says Andrew Ward, VP, Comcast Media 360. NCC Media is […]

 
 

Progress Of OpenAP, NCC Media Helps Solve Fragmentation: MAGNA’s Anson

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 […]