On The Edge Of Scale: Disney, Amobee, Nielsen Execs Weigh In

SAN JUAN — Ad spending on over-the-top (OTT) TV was expected to increase 40% to $2 billion in 2018, with addressable TV spend reaching $800 million, according to Magna. That means spending on addressable TV – with which buyers can use advanced data and return path to more precisely target viewers and households – would represent only […]

 
 

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.” […]

 
 

Nielsen’s Hohman Explains Foundational Currency, Monetization Metrics

SAN JUAN, Puerto Rico—In the complex and confusing world of advanced television and more precise audience targeting, everything starts with a foundation constructed of currency data, according to Nielsen’s Dave Hohman. Atop that foundation can sit a variety of “metrics to monetize,” he explains in this interview at the recent Beet Retreat 2018. The currency […]

 
 

New FreeWheel DRIVE Platform Unifies Measurement Across Total TV Reach

ORLANDO—FreeWheel’s DRIVE is a new suite of advanced advertising solutions designed to provide the “missing link” to reaching OTT and VOD viewers: holistic measurement. By partnering with Nielsen and its Digital Ad Ratings (DAR), buyers can apply age and gender targeting and/or measurement and guarantees to advanced TV campaigns. “We’re trying to put this all […]

 
 

Commonality Of TV Audience Segments Will Ease Buying Friction: Nielsen’s Abcarian

Because there is no fluidity of audience-based television buying to insure a common, consistent definition across buyers and sellers, friction is the byproduct. “And I think that’s what’s going to drive frictionless buying. Education and a common language so that everyone is speaking against that common building block,” says Nielsen’s Kelly Abcarian. The SVP of […]

 
 

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 […]

 
 

Brands Bring Own Data To Autonomous Ad Party: Nielsen’s Garbaccio

The last few years saw an explosion in the use of data sets bought from third-party organizations for ad targeting. But, in 2018, brands can use their own marketing data to target ads, too. In this video interview with Beet.TV, Nielsen EVP, Advertiser Direct & Marketer Cloud Damien Garbaccio observes three trends affecting brands: “Brands are […]

 
 

New Nielsen Gracenote Solution Yields Mobile Video Viewing Behavior Data

Nielsen’s Gracenote unit has a new Mobile Video Analytics solution embedded in mobile phones that provides a range of information on the quality and performance of the most popular mobile video streaming applications. It uses a combination of proprietary video quality and performance testing with real-time usage data from thousands of people in more than […]

 
 

Hulu Hopes comScore’s Campaign Ratings Quantify Shared Viewing

With 78% of its viewing happening on living room television sets, Hulu has a big stake in solutions like comScore’s soon-to-launch Campaign Ratings tool for measuring de-duplicated, cross-platform audiences. “I would say that there has been a lot of progress” in cross-screen measurement, says Hulu’s Julie DeTraglia. “I will give the industry all of the […]

 
 

Matt Prohaska Tracks OpenAP Uptake, Impact Of GDPR In EU

CANNES – With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite “a lot of energy and excitement” about the audience targeting consortium, he thinks it’s still ramping up during this year’s Upfront. “What we’re hearing from […]

 
 

Audience Panels Correct Big Data Errors: Nielsen’s Hohman

CANNES — Media measuring has come a long way since the days of audiences filling in a weekly diary of their TV consumption, or strapping a funny box to their media device. Now measuring media consumption is just as likely to be about taking actual raw data from publishers and networks. But that doesn’t mean […]

 
 

Next Up For Nielsen: Measuring Podcasts

CANNES — If you believe the hype, podcasts right now are one of the fastest-growing media in the market. Edison Research’s The Podcast Consumer, the most oft-cited proofpoint, now suggests weekly podcast listening has grown to 17% of Americans aged 12 or over, with a balanced gender split. More and more publishers are falling over […]

 
 

Initiative’s Gilbert: As Live Content Grows, Digital Mirrors Linear TV

Premium content, a multitude of new partnerships and how brands can create authentic resonance with consumers are the “common threads and themes” that Initiative’s Adam Gilbert takes away from the Digital Content NewFronts 2018. He also traces the arc of a digital content ecosystem that is in a sort of “retrograde” phase as live content […]

 
 

OpenAP Targeting Consortium Looking Beyond Traditional Measurement Data Sources, Fox’s Nicole Ruby

SAN FRANCISCO – As the advertising industry inches its way to more addressable linear TV, the OpenAP audience targeting consortium is looking to add more datasets to its platform. “There’s still a lot that we’re looking to be able to bring into it,” says Nicole Ruby, VP, Advertising Data Solutions, Fox Networks Group. Within OpenAP, […]

 
 

Forrester Survey Of ANA Members: Addressable TV At Inflection Point, Will Grow Rapidly

SAN FRANCISCO – Based on a survey of 88 Association of National Advertisers members and the Everett Rogers innovation adoption model, addressable television advertising has reached its inflection point and will grow quickly. This is because 15% of respondents regularly include addressable in their TV plans while another 35% have experimented with it. “These numbers […]

 
 

Audience Delivery Across Platforms Will A Big Focus Of Upfront: Omnicom Media Group’s Jonathan Steuer

While it’s clear that the ratings erosion in linear television “dam has broken,” more networks offering their audience audience targeting solutions means more walled gardens, according to Jonathan Steuer, Chief Media Officer, Omnicom Media Group. Meanwhile, during this year’s TV Upfront season, “There’s going to be a much bigger focus on delivery across all platforms,” […]

 
 

Five Years Out: How Data Will Change TV Ad Buying according to Nielsen, Cross MediaWorks, Turner & Sinclair

MIAMI — It is the “new oil” that is fuelling value creation in businesses across the world, and now the TV ad sales business is really getting its motor running on data. Advertisers’ own primary data, off-the-shelf datasets and more… a new world of viewer information has opened up to make TV ad targeting to […]

 
 

Nielsen’s Comcast Deal Meets Growing Data Demand: Abcarian

MIAMI — The partnership Comcast and Nielsen announced last month came as TV and advertising companies are making bigger and bigger demands for data that understands the modern viewer, according to one of the women familiar with the deal. The deal involves Comcast agreeing to give its set-top data to Nielsen’s local TV measurement service. “The need […]

 
 

Turner’s Howard Shimmel On Audience Buying And The OpenAP Road Map

With all of the change happening in the television world, it’s nice to have professional sports in your portfolio. It’s one of few things “that’s keeping the old traditional ecosystem healthy,” says Turner Broadcasting’s Howard Shimmel. But it’s also nice to stay ahead of the audience targeting curve by using data science to analyze viewing […]

 
 

Nielsen Enables Easier Measurement Of Netflix Consumption: Abcarian

Not that Netflix is open to advertisers yet – but, if it ever is, those advertisers may credit 2017 as the year when the building blocks of third-party Netflix measurement were put in place. Nielsen just switched on measurement for 13,000 streaming Netflix shows using TV-style ratings based on age and gender – the same […]

 
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