CES Sessions: 605’s CEO Dolan Builds On Cable Industry Roots In Addressable Linear TV

LAS VEGAS – Although the Dolan family sold Cablevision Systems last summer, they have continued to stay close to the industry and are building on their experience in the new venture they’ve named 605. Television programmers and cable operators will be among the first to benefit from 605 CEO Kristin Dolan’s longtime involvement with addressable linear […]

 

Omnicom Experimenting With Versioning Of TV Ads In National Units

LAS VEGAS – Until addressable television advertising achieves greater national scale with less system-by-system logistics, what excites Omnicom Media Group’s Chris Geraci is the potential versioning of commercials. It would involve having versions of creative within a national commercial unit to appeal to different households. “We’re just beginning to experiment with one company that’s involved […]

 

Supply Side Plumbing Hindering Race To More Targeted Ads: Omnicom’s Steuer

MIAMI – If the transition to more audience-based television advertising was a horse race, data would be in the lead and plumbing would be a laggard. “I think we’re at an important transitional moment from the world of content-based advertising, which is TV’s legacy to an audience based television world,” says Jonathan Steuer. That transition […]

 

Traditional TV Measurement Won’t Lead To ‘The New World’: Omnicom’s Steuer

MIAMI – Marketers are ready to step off the “single-currency television ratings train,” but some agency buyers need to be prodded to look beyond Nielsen on the road to impression-based TV, says Jonathan Steuer, Chief Research Officer for Omnicom Media Group. The buy side needs to understand that “questions and strategy” have to have top […]

 
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