‘We Need to Prove TV Can Do More’: 605’s Noah Levine

Audience measurement has become more crucial for television networks and their advertisers, which are being lured to spend more on digital outlets including social media and internet search. The coronavirus pandemic has added to these competitive pressures as marketers seek to squeeze the best performance from tighter media budgets. Demonstrating the power of TV advertising […]

 

Attribution Is A House Of Cards: 605’s Levine

SAN JUAN, PR — The new opportunity to observe a consumer action and correlate it back to a TV ad view is a big deal. But it will count for nothing if it is not underpinned by a solid data foundation. So says Noah Levine, chief revenue officer at 605, a company helping advertisers buy […]

 

Television Transformation Will Be Driven by Consumer Experience, 605’s Levine

At the Consumer Electronics Show (CES), everything on display – whether it is a synthetic burger or a TV ad – is presented as technology. But that is the kind of optimism that is applied to every business sector that finds itself at the mind-expanding show. Whilst at the show in January, Noah Levine, chief revenue […]

 

At The Limits Of Attribution & Determinism: 605, WarnerMedia & Discovery Discuss

They are two of the key developments being touted to revolutionize TV ad buying – but are “deterministic” targeting and outcome attribution really up to scratch? During “Data Activation, the New Tool for Programmers”, a panel convened at Beet Retreat In The City, executives held a refreshingly frank discussion on the true state of two […]

 

TV Ad Attribution Can Go Beyond Outcomes: 605’s Levine

Connected TV devices are getting lit up with the new ability for advertisers to draw a straight line between ads shown to viewers and actions those viewers take as a result. It is the new practice of attribution, and technology vendors like TVSquared are busy helping broadcasters prove to advertisers how an ad exposure can […]

 

TV Can Go Deterministic: 605’s Levine

Traditionally, TV has suffered from inadequate knowledge about those viewers. The industry has come to call this “probabilistic” targeting. But its flip side, “deterministic” targeting, promises to give advertisers more accuracy, by using real viewer data to find the known audiences. Still, at this stage in the game, too few executives understand enough about the […]

 

How ‘Deterministic TV’ Will Drive Ad Outcomes: 605’s Levine

If you are in the ad targeting game, it helps to know who your viewers or readers are. Traditionally, TV has suffered from inadequate knowledge about those viewers. The industry has come to call this “probabilistic” targeting. But its flip side, “deterministic” targeting, promises to give advertisers more accuracy by using real viewer data to […]

 

Fox’s Levine Joins 605, Sees A ‘Multi-Currency’ Future

As Noah Levine joins 605 from Fox, he sees in the television data analytics firm the capabilities of helping clients navigate a “multi-currency future.” He joined 605 two weeks ago as Chief Revenue Officer “because I believe the TV industry is entering a new period of change,” Levine says in this interview with Beet.TV. “The […]

 

Programmatic TV Buying V. Supply And Demand: Prohaska, FOX, Dentsu Aegis, OATH

SAN JUAN, Puerto Rico—Fully IP-based television may be inevitable, but fully programmatic buying and selling of advertising inventory isn’t, according to buy- and sell-side executives who converged for a panel discussion at the recent Beet Retreat 2018. Moderated by consultant Matt Prohaska, the discussion touched on the eternal reality of supply versus demand in making […]

 

Fox Networks’ Noah Levine On The Virtues And Challenges Of TV Viewing Data

Sometimes, having a few options doesn’t provide one optimal solution. A case in point is television-viewing data, from traditional Nielsen panels to second-by-second tracking from automatic content resolution technology. “Each source of viewing data has its own virtues and benefits. They have challenges as well,” says Noah Levine, SVP, Advertising Data & Technology Solutions, Fox […]

 

Fox Networks Group Focus: Audience Target Optimization, Reducing Risk With Guarantees

The OpenAP audience-targeting consortium of Fox, Turner and Viacom has made it a lot easier to talk about advances in the traditional television ecosystem. And while last year’s Upfront was “very, very strong” for Fox, “this Upfront is going to be exponentially more powerful about focusing in on this type of conversation about precision audiences,” […]

 

Balancing New Revenue Streams: NBCU, Fox, Acxiom, Oath, A+E Execs Discuss

MIAMI — These days, consumers have more choices than ever before about how to consume video and TV content. And that means a new spectrum of opportunities – and challenges – for content owners and distributors. For companies more used to selling the context of their content to advertisers, the hot new possibility – in […]

 

Combined With Linear, Fox’s Addressable Trial With Comcast And Hulu Is A ‘Cross-Platform Solution’: Noah Levine

Fox Networks Group has a new addressable advertising trial offering for targeting households that watch video-on-demand content using Comcast Cable’s set-top boxes, as well as in streaming content on Hulu. And while the 10 million households involved represent a small portion of overall cable TV addressability, combining that incremental reach with Fox’s linear properties tells […]

 

Fox Networks’ Noah Levine On The Six-Second Ad Format, Enhanced FX Offerings

Pleasing television viewers while meeting advertiser goals is the constant balancing act facing ad-supported content providers. With this in mind, Fox Networks Group recently embraced YouTube’s six-second ad format as it continues to experiment with limited-ad offerings and enhanced audience targeting. “Our biggest form of competition in human attention in the entertainment television space is […]

 

Household Or Key-Holder: How Precise Can TVs Target Ads?

LAS VEGAS — On the spectrum of new-wave TV ad-targeting techniques, many executives are dreaming a degree of targeting precision that can customise ad delivery for individual TV viewers. That may be an intriguing possibility. Indeed, on many over-the-top devices, it may even be the norm. But, for a television industry whose infrastructure has been built up […]

 

Broadcasters Must Go Holistic In TV’s Fuzzy Future: Ooyala’s Braley

LAS VEGAS – The future is more complicated than it used to be. Now, a broadcaster’s go-to-market TV strategy can’t be just one distribution channel; it has to be many. That was the verdict of several executives on a panel of industry folk assembled to discuss TV companies’ response to the burgeoning new multi-screen future. The key […]

 

Fox’s Levine Traces OpenAP Origins, Hints At Digital To Come

The OpenAP linear television audience-targeting consortium of Fox, Turner and Viacom will spend the next several months reaching out to other national TV sellers, educating the buy side and working toward a rollout in the fall. While the second phase of OpenAP is a work in progress, it will involve digital media as well. The […]

 

‘Early Days’ For Advanced TV Ads, Says Fox’s Levine

MIAMI — TV is changing, and advertising with it. As TV services light up with internet connectivity, so, too, does the promise of serving individually-targeted ads to TV, in the same way as they already are online. Just don’t expect that prospect to go large any time soon. “There’s a lot of experimentation going on […]

 

Adobe’s Levine: Xbox, Roku Next On Broadcasters’ Internet Horizon

NEW YORK — Many broadcasters, cable and satellite operators have, over the last couple of years, rushed to bring their programming to new mobile and tablet devices. Next on the product roll-out list are living-room boxes. “We’re seeing a lot of major operators and programmers aggressively working toward delivering simulcast across a wide breadth of […]