Charting The Future of TV Advertising With Vertere Group’s Tim Hanlon

As Tim Hanlon surveys the advanced television landscape, he sees “a quickening in the pace” of all things actionable. “Literally just six to 12 months ago, you couldn’t have an intelligent conversation about how television and data truly work together,” says the Founder & CEO of The Vertere Group. Things like attribution from set-top box […]

 
 

Netflix Will Beat Cable To Mass Addressable: Vertere’s Hanlon

MIAMI — Addressable TV, the idea that brands can target TV viewers at the individual household level using IP connections and data, is growing up, now that it can reportedly target around 50 million US households. But a nationwide footprint is still some way off, many industry execs believe. Tim Hanlon, founder and CEO of […]

 
 

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 […]

 
 

For Comcast, Better Data Will Monetize Long-Tail Ads And Attract National DR Dollars

MIAMI – Some people are anxious because addressable television ads represent a mere one percent or so of total TV spending. Then there’s Andrew Ward, who suggests that everyone take a step back and consider how far things have come in the past decade. Back in 2006, when Comcast first debuted addressable ads in Huntsville, […]

 
 

Beet.TV Retreat 2016: MediaVest | Spark, Cadreon, MODI On The Value Of Advanced TV

MIAMI – In the tug of war that is television advertising, programmers pull the traditional ratings window beyond 30 days while advanced TV specialists grapple with more precise targeting. Somewhere in the middle lies a holistic view of all advertising impressions that buyers can bid for, but it’s a galaxy far, far away. This is […]

 
 

Google’s TV Mantra: Connect, Distribute And Monetize For Programmers

MIAMI – Google doesn’t have to search for television partners. The digital giant is busily helping broadcasters and cable networks connect with viewers while distributing and monetizing their content. “We definitely have a perspective that eventually everything is going to go IP,” says Brian Jankovsky, Director of Entertainment & Sports Partnerships at Google, during a […]

 
 

Automation And Standards Will Propel Growth Of Addressable TV, Says Modi’s Power

MIAMI – An apt analogy for planning and executing addressable television advertising could be tackling a giant jigsaw puzzle. Unless you’re a robot, there’s no way to automate the process of piecing it all together. Jamie Power began to learn this about three years ago when she joined the launch of GroupM’s Modi Media advanced […]

 
 

Programmers, MVPD’s Should Unite On Addressable TV: Mediavest | Spark’s Bokor

MIAMI – Even though addressable television advertising is outpacing audience-indexed programmatic and over-the-top TV, OTT “is going to be the end game,” according to Jonathan Bokor. In the meantime, unless programmers and MVPD’s come together to make more inventory available for addressable ads, digital “will start to eat television’s lunch,” the Director of Advanced Media […]

 
 

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 […]

 
 

Media Research Is Now Data Science: TiVo’s FitzGerald

MIAMI — In some ways, it was the usurping of the old guard by the new school. Earlier this year, TV data company Rovi acquired set-top box outfit TiVo in a deal valued at $1.1bn. Then the combined entity took on the TiVo name, creating a corporation that own box the boxes and the data. So you’ll […]

 
 

AdMedia Veteran Scheppach: Addressable Is Premium Television Inventory

MIAMI – With some 250 addressable television ad campaigns under her belt, Tracey Scheppach’s worldview as she ventures out on her own can be summed up in four words: “From the couch out.” That’s because the CEO & Founder of the agency Matter More Media intends to “push myself to do everything different than a […]

 
 

Customer Data Unlocks Campaign Success, Simulmedia’s Storan Says

MIAMI — It’s the outfit that promises advertisers guaranteed business returns, even from television advertising. So what does Simulmedia say is the key to unlocking results? Brands win best when they bring first-party data to the table, says the company’s Jeff Storan. “The types of advertisers with which we’ve been able to deliver the most value are […]

 
 

Explaining Advanced TV To Advertisers: A Challenge And Refreshing, Says Cadreon’s Mantel

MIAMI – “If it’s not broken why fix it” is just one of many conversations agencies must have with their clients when the subject is advanced television targeting. And it’s often long-time TV advertisers that need the most hand holding as they march into the data-enhanced future. To Larene Mantel, it’s been “a challenge and […]

 
 

Digitization Of TV ‘Not For The Faint Of Heart”: FTI’s Hanlon

LAS VEGAS – While witnessing the digitization of television is “not for the faint of heart,” near-term agreement on multiple viewer measurement currencies is a step in the right direction for the digital and TV camps, says consultant Tim Hanlon. Hanlon, who is Managing Director of FTI Consulting, brings to the playing field decades of […]

 
 

Programmatic TV Is A Hard Sell: SMG’s Scheppach

CHICAGO — Programmatic digital ad trading techniques have their place in the TV world – but no-one should expect adoption like that which has been seen in online display so far, says one video ad exec. “Digital thinking is, for sure, going to come over to TV,” says Starcom MediaVest Group’s precision video EVP Tracey Scheppach […]

 
 

Video First, TV Later: Digitas’ Zaben

CHICAGO — Digital video can come top of the marketing funnel – but the medium isn’t yet in a position to easily transition to the main screen in the house. “Video is a great first touchpoint (with audiences) – then we start to close them off with some of the display and lower-funnel tactics,” DigitasLbi’s programmatic […]

 
 

No Addressable TV Until Business Changes: Vertere’s Hanlon

CHICAGO — So-called “addressability” promises to make every individual TV set as targetable to advertisers as internet-connected devices are today. But that’s not going to happen at scale without a big shift, says an investment advisor and consultant. “Buying audiences in a more targeted fashion is antithetical to the way television sellers package and sell […]