A+E Sales Extensions Benefit Advertisers And Viewers: VP DeMarco

With the right number of partnerships and extended sales forces, national television networks can provide local and national advertisers with “a higher frequency of opportunity,” says A+E Networks’ Jason DeMarco. In the process, there can be a reduction in repetitive ads. A+E’s core sales team handles linear, set-top box VOD and on-demand digital, Demarco explains […]

 
 

More National Brands Executing TV Locally: Premion’s Wilson

While discussions about consumer identity graphs “are continuing to emerge,” TEGNA’s Premion has been working on two of them. One is in conjunction with 4INFO and the other, for connected-TV devices, is with MadHive, according to Premion President Jim Wilson. 4INFO has long made custom identity graphs for Premion to identify certain audiences, Wilson explains […]

 
 

Publicis’ Tobaccowala: AdTech Must Yield Control, Compensate For Consumer Identities

Longtime advertising industry soothsayer Rishad Tobaccowala believes we’re all entering a third “connected” age that blurs the lines between advertising technology and consumer data rights. In a book to be published in early 2020 and in this interview with Beet.TV at the LUMA Partners Digital Media East event, he talks about why consumers should be […]

 
 

TEGNA’s Daigle Explains Data And Analytics Partnership With Alphonso

TEGNA’s new partnership with Alphonso  provides advertising campaign attribution across linear television and OTT “in one fell swoop” and enhances the local station group owner’s consultative sales approach, says VP of Sales Intelligence Jessica Daigle. “We’ve entered into a new era where people are not buying platforms. It’s not just TV is the only game […]

 
 

Premion’s OTT And Connected-TV Solution Draws Local And National Advertisers

When local television station group owner TEGNA launched Premion in 2016 for one-stop OTT advertising, it didn’t know just how quickly local advertisers would take to OTT and connected-TV. “The point is that local caught on really fast,” says Premion President Jim Wilson. “We wanted to make sure that there was an opportunity to bring […]

 
 

As TV Platforms Converge, So Do Buyers: Premion’s Wilson

Buyers of digital media and buyers of traditional television are “kind of meeting in the middle” when it comes to OTT and connected-TV” is the viewpoint of Premion’s Jim Wilson. They are attracted not just by audience reach but tying business outcomes to exposures. A division of TEGNA, Premion is an advertising platform for regional […]

 
 

Tubi Teams With Samba TV For Measurement, Adds New Advertising Formats

Advertising-supported streaming television provider Tubi has a new partnership with Samba TV to measure reach and frequency gaps across linear and OTT. The move comes as Tubi is introducing first-position, guaranteed ad pod impressions along with 60- and 90-second formats, trailers and sponsorships. “The marketplace for ad-supported is a coiled spring,” Tubi Chief Revenue Officer […]

 
 

New Formats Emerge As Consumer TV Choices Grow: Publicis’ Cohen

The “proliferation of great content” on television platforms basically guarantees that advertisers will be chasing the right amount of advertising for a very long time. “You’re going to naturally see consumers shift their viewing habits based on that,” says Yale Cohen, EVP of Activation Standards at Publicis media. “If they’re not happy with the experience […]

 
 

With OTT At ‘Critical Mass,’ Ad Experiences Take Precedence: Omnicom’s Candela

Lots of OTT television choices means a boon for consumers, but it also means programmers must balance ad loads better. “That’s certainly a place we have to keep an eye on with OTT,” says Onmicom Media Group’s Sal Candela. “A lot of viewers flocked to OTT very early on from the fact that it gave […]

 
 

TV Viewing Gaps Require Layering On A Multitude Of Data: MODI’s Winkler

If finding disparate television audiences can be compared to the process of creating a cake, right now there’s no foreseeable cap on the number of layers that might accrue. This is because the current big push is to deliver incremental advertising reach and frequency using a variety of platforms and data providers. In this interview […]