Out-Of-Home Viewing Metric Assigns Value To Overlooked Audiences: Nielsen’s Kelly Abcarian on Turner Deal

Television networks whose programming is seen in such out-of-home venues as airports, restaurants and offices are getting a welcome lift from Nielsen. Lift as in the incremental size of OOH audiences beyond traditional ratings metrics. Time Warner’s CNN and Turner Sports this week signed on for Nielsen’s OOH measurement service, which uses a panel of […]

 
 

MEC’s Tim Castree: Solving Cross-Screen Convergence Will Keep Agencies Relevant

CANNES – As long as television and premium video remain atop the ROI stack for marketers, agencies need to solve convergence of the two for their marketer clients. If they don’t, they could be disintermediated by giants like Facebook and Google and knocked down a rung on the value chain by new entrants like Accenture. […]

 
 

Turner’s Levy Sees Great ‘Race To The Middle’ Of Media

CANNES – Each side needs a little of what the other has got, and they are coming together to make something better. That is one way to describe the current state of media – at least according to Turner president David Levy. Speaking with Beet.TV in this video interview, he sees a convergence of digital and […]

 
 

Havas’ Kanefsky: TV Buyers Want Impact, Great Content And More Ratings Points

With all the talk about more precise audience targeting for linear TV, some basic things can get overlooked. For veteran buy-siders like Jason Kanefsky, who’s witnessing his 30th Upfront, those things include basic supply and demand dynamics. So while “we’re taking a lot of first steps in lots of different directions,” sometimes there’s progress in […]

 
 

Turner’s Johnson Looks Beyond C7 To Dynamic VOD Ad Delivery

Over-the-top viewing of CNN “is blowing up in terms of consumption,” while video on demand is providing a big boost to Turner’s entertainment business. The latter provides a venue for commercial viewing via dynamic ad insertion beyond the C7 ratings window, according to Nick Johnson, SVP of Digital Media Strategy at Turner. As consumers migrate […]

 
 

Brand Safety is Front and Center at NewFronts: OMD’s Winkler

Brand safety up, virtual reality down. To Ben Winkler, these are the two biggest changes year-over-year in the magnitude of discourse at the Digital Content NewFronts. “I haven’t seen a single presentation that didn’t begin, have a middle and end with brand safety,” says the Chief Investment Officer at OMD. “I’ve seen the biggest rise […]

 
 

Viacom’s Bevilacqua Discusses The Importance Of Fandom, OpenAP Objectives

If you’ve ever dressed like a Ninja Turtle or a SpongeBob character, you know what it’s like to be a passionate fan of a television show. Viacom spends a lot of time studying what its fans do online and offline and uses the data to best connect them with brands. “Fans are at the heart […]

 
 

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 […]

 
 

GroupM’s Schwartz Pursues Commercial Impression Count, Shares His Thoughts On OpenAP

Lyle Schwartz isn’t known for sitting back and letting things happen at their own pace, particularly when it comes to television and video audience measurement. GroupM’s President of Investment for North America feels he’s at “the 50-yard line” in his company’s push for the industry to be able to measure commercial impressions across screens, despite […]

 
 

Speciale: Turner Sees Ad Reduction Ratings Lift, Expects More OpenAP Members

After reducing the ad load in some of its programming on truTV and TNT, Turner has seen a corresponding ratings lift while seeking to bring more native ads to television as a complement to the ad reduction. And in this interview with Beet.TV during the 2017 TV Upfront, Ad Sales President Donna Speciale says she […]

 
 

UM’s Hill On The Evolutionary Pressures Reshaping The Television Market

There might not be anything revolutionary per se about the 2017 TV Upfront, but that’s not to suggest there aren’t a variety of evolutionary forces reshaping the competitive landscape. They range from competitive pressure to build out dynamic ad insertion capabilities to offering more precise audience targeting and ensuring brand-safe digital ad environments. These are […]

 
 

OMD’s Geraci Surveys The Upfront Landscape, OpenAP Consortium

Given supply and demand dynamics amid shrinking television ratings, it still makes sense for brands with big TV budgets to participate in the annual Upfront negotiating ritual. Unlike last year, the President of National Video Investment for OMD USA doesn’t foresee significant price inflation this time around. “By and large, if you have a sizable amount of […]

 
 

Programmers Are Making TV Ads Audience-Based: explains Disney/ABC, NBC, Turner, Viacom & 605 at Beet Retreat

VIEQUES, PR — Already this year, several of the big US TV networks have declared they will make moves to let advertising buyers use granular and first-party viewer data, over and above traditional Nielsen data, to target ads on linear TV. Speaking on this Beet Retreat panel, representatives of the networks explained their strategy. The recent announcements […]

 
 

OpenAP Audience Buying Consortium Using Accenture For Back-End Posting: Turner’s Shimmel

LOS ANGELES – OpenAP, the fledgling audience-buying partnership of Fox, Turner and Viacom, will use Accenture for back-end posting of campaign results as it seeks to add more publishing partners. “The third-party post will come from a company who’s got a great reputation in the media management field,” says Howard Shimmel, Turner’s Chief Research Officer. […]

 
 

Cadreon’s Schmidt On The Value Of Unique Datasets, Sharing Among Clients

VIEQUES, PR – For Cadreon’s Erica Schmidt, data in and of itself doesn’t cut it. It’s having unique datasets to bring to the table as the IPG unit guides its advertiser clients through the maze of programmatic options. “What’s really interesting today is advertisers are much more serious about programmatic than they ever have been […]

 
 

Fox, Turner And Viacom Consortium: Scale And Efficiency For Audience Targeting, Says Turner’s Porter

VIEQUES, PR – Underlying the just announced consortium formed by Fox, Turner and Viacom called OpenAP is the reality that audience-based television selling is “complicated and complex,” according to David Porter, Turner’s VP of Ad Innovation & Programmatic Solutions. To speed advertiser adoption, the three media companies are hoping to make it much easier for […]

 
 

Turner’s Speciale On App Partnerships, Honing In On Network Fans

BARCELONA – You never know where a client-specific initiative will lead in the mobile space. For Turner, a good example is its 2016 partnership with CA Technologies on the CNN Politics app. “That was the first thing we have ever done where we started with the mobile concept and then a lot of the ideas […]

 
 

Choice And Control Key To Reaching ‘Plurals’ Generation: CN’s Miller

BARCELONA – Being “multiplatform by design” affords Christina Miller a crystal ball view into the wants and desires of Generation Z, also known as the Plurals generation. “We were serving millennials 25 years ago,” recalls the President of Cartoon Network. So what’s the difference? While millennials were digital natives, Plurals are mobile natives with an […]

 
 

Turner’s Martin On Content, Distribution And The Potential Of An AT&T Matchup

BARCELONA – As Turner continues to reinvent itself from the inside out, its Chairman and CEO sees the media giant becoming a “fan engagement company” to better monetize content. In this interview with Beet.TV at the Mobile World Congress, John Martin discusses Turner’s ongoing investments in data-enabling technology, partnerships with new distribution players and the […]

 
 

‘Mobile Throughout’ Is New Planning, Activation Mantra: Starcom’s Donohue

BARCELONA – When it comes to overall advertising campaign planning and execution, “mobile first” should morph into “mobile throughout.” It’s the most effective way to engage with mobile device users along their entire consumer journey, says the Global Brand President of Starcom Worldwide. Lisa Donohue offers this observation as she attends the Mobile World Congress […]

 
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