How Horizon Leverages Addressable TV For Entertainment Clients

One of the easier sells when it comes to addressable television advertising is the entertainment category, where advanced targeting can give a major boost to tune-in messaging. “I think it is something that we feel is a pretty integral part of the buy. We’re beyond trying to extol the virtues of addressable. It’s a base […]

 
 

Matt Prohaska Tracks OpenAP Uptake, Impact Of GDPR In EU

CANNES – With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite “a lot of energy and excitement” about the audience targeting consortium, he thinks it’s still ramping up during this year’s Upfront. “What we’re hearing from […]

 
 

In A Cross-Platform World, You Need A Host Of Partners: NBCU’s Colella

CANNES – In the modern-day television business, you can’t have too many partners to meet the growing demands of both viewers and advertisers. This is particularly true in the attribution space. “We understand that brands are going to demand their own special measurement. It’s not our place to determine exactly who they should use,” says […]

 
 

With Time Warner In Hand, AT&T Unveils New Brand Identity At Cannes

CANNES – On the heels of its court victory and completion of its acquisition of Time Warner, AT&T is flying a victory flag of sorts at the Cannes Lions International Festival of Creativity. It bought advertising at the iconic Carlton Hotel that combines the traditional AT&T blue with bright coral that embodies “energy, passion, innovation,” […]

 
 

Progress Of OpenAP, NCC Media Helps Solve Fragmentation: MAGNA’s Anson

With advertisers still in the “test and learn phase” with advanced targeting of television audiences, NBCUniversal joining the OpenAP consortium “will really move OpenAP’s momentum forward towards a more usable tool that advertisers will want a part of,” says Julie Anson, Associate Director, Partner Innovation, Advanced TV MAGNA Global. Currently on the sell-side, there’s too […]

 
 

NBCU In OpenAP Means More Scale, Standardization: Initiative’s Bosetti

NBCUniversal’s decision to join the OpenAP audience-targeting consortium one year after its creation is a positive move that “gives us even more scale to buy and transact on from an audience standpoint,” says Maureen Bosetti, Chief Partnerships Officer at Initiative, IPG’s global communications agency. “Certainly the more partners that join OpenAP the more it allows […]

 
 

With More Than 700 Users, OpenAP TV Audience Consortium Eyes Growth Roadmap

Having launched last September 29, the OpenAP television audience targeting consortium platform of Fox, Turner and Viacom has more than 700 users. Meanwhile, Turner is beta testing mapping audience segments across its digital footprint. “We have a roadmap that takes us through essentially a 1.5 release and it’s going to go even beyond that,” Dan […]

 
 

Fox Networks Group Focus: Audience Target Optimization, Reducing Risk With Guarantees

The OpenAP audience-targeting consortium of Fox, Turner and Viacom has made it a lot easier to talk about advances in the traditional television ecosystem. And while last year’s Upfront was “very, very strong” for Fox, “this Upfront is going to be exponentially more powerful about focusing in on this type of conversation about precision audiences,” […]

 
 

OpenAP Audience Buying Consortium ‘A Tipping Point’: comScore’s Cathy Hetzel

Matching data sets for video advertising audience targeting is nothing new to comScore, particularly with Rentrak under its wing. Now with “100 percent market share” of all U.S. video-on-demand transactions, the company is encouraged by what partnerships like the nascent OpenAP consortium represent. Earlier this year, after Fox, Turner and Viacom announced the formation of […]

 
 

Advanced TV Targeting Can Produce ‘Value Differential’ For Advertisers: GroupM’s Lyle Schwartz

Media companies working together on advanced television audience targeting is “a nice first step.” What needs to happen faster is measurement of content on different devices—not of the devices themselves, says Lyle Schwartz. The President of Investment for GroupM North America acknowledges that advertisers know more about TV households than ever before. “The plethora of […]

 
 

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 […]

 
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