Mapping Identity is the “Holy Grail” in the Advanced Television Universe — Coming into Focus on March 5 at Beet Forum

The need for industry collaboration is a consistent theme when advanced television is discussed. Nowhere is this more salient than in the quest to determine the identity of individual viewers and design unduplicated reach curves for advertising. Because while unduplicated reach has been attainable in digital media, “when we start to include television or traditional […]

 
 

Re-Thinking TV Ad Load: NBCU, A+E, TiVo & NCC Tell Forrester’s Joanna O’Connell

SAN JUAN — How long should a commercial break be? How lengthy should a TV ad be? And how many is too many? Over the last 18 months, TV networks have wrestled with that question, as booming VOD subscriptions has gone hand-in-hand with growing consumer frustration toward excess interruption. That has spurred many networks to […]

 
 

Cross-Screen Planning, Measurement And Attribution An Iterative Process: TiVo’s Lutz

SAN JUAN, Puerto Rico—To TiVo’s Lisa Lutz, it’s not that people aren’t asking the right questions about creating audience segments and targeting them across platforms and devices. “It’s just that there’s so many questions and so many problems to be solved, we’re just not there yet,” says the VP of Product Management. “I think it’s […]

 
 

Dentsu’s Doug Ray and GroupM’s Lyle Schwartz Explore the Emerging TV Ad Landscape with Rob Norman at the Beet Retreat

Put Rob Norman, Doug Ray and Lyle Schwartz on the same stage and you’re going to get some entertaining and sobering dialogue about the future of television in all of its varied permutations. So it was at the recent Beet Retreat in the City as the veteran trio talked about the promise of addressable TV […]

 
 

How The Boys & Girls Clubs Of Puerto Rico Helps Youths Rise Above Poverty

For most people, it’s easy to forget that before Hurricane Maria devastated Puerto Rico last fall, the territory’s economy was already a disaster. But not Olga Ramos, who took over as President of the Boys & Girls Clubs of Puerto Rico just two months prior. With a successful 13-year career at Walmart and having spent […]

 
 

Beet Retreat In The City: TiVo’s Horstman Distills Roles Of Advanced TV Players

There’s so much enthusiasm expressed for the convergence of digital media and traditional television, it’s easy to wonder why targeting and measurement aren’t light years ahead. But given individual business demands, “everybody’s trying to get an edge,” says TiVo’s Walt Horstman. Meanwhile, because linear television hasn’t given up the Upfront negotiating mainstay, it’s still going […]

 
 

Beet Retreat Panel Pinpoints Changes Needed To Advance Targeted TV

Widespread change requires “a lot of experimentation for people to change dramatically,” and that process has just begun in the quest for more advanced television targeting, according to LiveRamp’s Allison Metcalfe. Then there is complexity, which can inhibit change when not all entities are committed to changing at the same pace, notes Mike Rosen of […]

 
 

OMD’s Geraci And Winkler Discuss The 2018 TV Upfront, Reduced Ad Loads

The 2018 television Upfront “is a marketplace with more moving parts than ever,” says media agency veteran Chris Geraci. Still, the age-old dynamics between supply and demand for linear TV advertising inventory endure. Overall, this year’s Upfront is “not all that different from a marketplace that’s reflective of a relatively healthy economic backdrop,” Geraci, who […]

 
 

Addressable TV Framework Can Add Value To Network Inventory: Charter’s Kline

Ben Tatta recalls the early days of addressable television experiments at Cablevision as “really just 100,000 households in Brooklyn” New York. Now there’s more than 35 million homes nationwide capable of receiving addressable ads, but David Kline, who gave Tatta his start at Cablevision, says it’s not enough. “National advertisers don’t want 40 million. It’s […]

 
 

One Year In, For Oath The Future of Television Is Addressable

The melding and pruning of assets within AOL and Yahoo under Oath started a year ago this month. A key indicator of Oath’s priorities arose in March when it shut down ONE TV, the self-serve platform for programmatic linear television, to go all in on addressable TV. “The future of how TV is being delivered […]

 
 

New Furious Corp. President Schaffer On Reengineering The Television Industry

Cloud-based media inventory yield management specialist Furious Corp.’s new president, Neil Schaffer, has helped execute business process reengineering to industries as varied as paper and optical products. When he views the television industry, he sees more “reacting more than pro-acting” in the face of platform proliferation. With more than a decade in the media industry, […]

 
 

Data-Driven Targeting Promise Becomes Application: 4C Insights’ Gupta

After years of talk and wishful thinking about data-driven audience targeting, “I think we’re getting down to the nuts and bolts,” says Anupam Gupta, Chief Product Officer at 4C Insights, the data science and marketing technology company. “A lot of the conversations now are not such much about the promise of all the stuff we […]

 
 

TV Upfront ‘Still A Good Long-Term Bet’ For Advertisers: OMD’s Geraci

Even as digital and traditional media compete for advertising dollars, some traditions remain resilient. A good example is the ongoing Upfront negotiating season, which began in the last quarter of 2017, during which media buyers make long-term spending commitments. “Time has proven that making the long-term bet is a good idea for both sides in […]

 
 

How Data Informs Creative, Changes Lives: TBWA\Chiat\Day’s Reyes

One of the more compelling presentations at last week’s Beet Retreat in the City was given by Nancy Reyes of TBWA\Chiat\Day New York. To show how data can not only inform creative but also actually constitute it, Reyes walked the audience through two campaigns from the Netherlands that sought to comfort lonely people and reduce […]

 
 

The Next Frontiers For true[X]: Voice Activation, Engagement Ads In Live Events

Video engagement advertising pioneer true[X] is looking to leverage the utility of voice-activated assistants and the power of live programming as it rolls out the next generation of attention-based video capabilities. “Engagement advertising is just the beginning,” says Pooja Midha, who recently joined true[X] as President. At last week’s Beet Retreat in the City, Midha—whose […]

 
 

Set-Top Box Data ‘Must Move At The Speed Of Digital’: TiVo’s Horstman

When TiVo and Rovi merged in the fall of 2016, one priority was to pool all of the set-top box viewing data from TiVo’s own hardware and combine it with data from cable and satellite operators. But the combined data were useful only to the extent that software could extract insights. “So when we first […]

 
 

LiveRamp Sees ‘Tremendous Movement’ Of Marketer Clients To Addressable TV

In the quest for addressable television with greater scale, brand uptake is accelerating concurrent with the efforts of companies like LiveRamp to educate the marketplace. Automation through software is lagging this uptake, according to Allison Metcalfe, GM of LiveRamp TV. “People are still pretty confused about what’s possible and how it works,” Metcalfe explains in […]

 
 

As It Scales Addressable TV, Charter Tests a Self-Serve Ad Platform

Armed with more precise viewer insights, cable television providers are well positioned to help not only their advertisers but their network affiliates as well by raising the value of their inventory. “So the days of us confronting each other I think from an advertising standpoint are over and I think we really are going to […]

 
 

Laura Desmond: Consumers Are Building Brands Now

Former Starcom CEO Laura Desmond perceives a “full-scale crisis of confidence in marketing” not due to a lack of advertising accountability but to the complicated nature of brand building. “We see it play out with the holding companies and how they’re doing and how they’re under pressure, and that impacts every other part of the […]

 
 

With Hurricane Season Nearing, Many Puerto Ricans ‘Still In Desperate Need’: GroupM’s Cowdell

A Puerto Rico devastated by last year’s Hurricane Maria is on the verge of its next hurricane season. “And there are still problems,” says GroupM’s Phil Cowdell. There will be more storms and “people are still living under roofs with plastic tarpaulins…there are still people who don’t have power. So what we have to do […]

 
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