Many Roads To Buy: Viacom’s Zilberbrand On Marketplaces & More

SAN JUAN, PR — How much methods should a broadcaster use through which to take advertising dollars, and how much control should it exert? Those were some of the questions being asked at the recent Beet Retreat San Juan 2020, when Julian Zilberbrand stepped up. Zilberbrand, EVP of audience science at Viacom, was asked by […]

 

Addressable TV Is Going National: Beet Retreat Panel

SAN JUAN, PR — Until now, the shimmering promise of targeted TV ads was stuck in a marginal concept – that it could only be executed in live, linear TV, and only within a sliver of ad inventory. But that is all set to change. US addressable TV is going national. In a session dubbed […]

 

TV Is Great But Complex, Say Stressed-Out Viewers: Viacom Research

Viewers still love TV, they use it to de-stress, and they have more of it available than ever. But the plethora of viewing options threatens to make audiences’ lives more complex, not less. That is according to research commissioned by Viacom. The owner of MTV, Nickelodeon, Comedy Central and Channel 5 recently published Today’s TV, […]

 

Don’t Forget To Feed The Funnel – How ‘Deterministic’ TV Can Build Brands, Too

The new super-power coming online in TV is tracking not only individuals’ viewership of shows and ads but, also, linking that viewership with eventual viewer outcomes, like website visitation, store visitation or even ecommerce purchase. That is why we are seeing so much discussion on whether advertisers will change their use of TV, which, traditionally […]

 

Data Organization Key To Unleashing Advanced TV Ad Sales: Viacom’s Zilberbrand

The emerging future opportunities for selling TV ads smartly and with precision, in connected and even linear television channels, is messy and depends on getting your data house in order. So says one executive working on understanding audience behaviors for a media owner with dozens of channels. In this video interview with Beet.TV, Julian Zilberbrand, […]

 

NBCU & Viacom Launch OpenAP Version 2.0

The US TV consortium set up to ensure advertisers can buy advanced TV ads using consistent audience segment descriptions may have just lost a key member, after WarnerMedia decided to approach the same problem on its own. But that isn’t stopping the remaining members of OpenAP from launching in to a new phase with the […]

 

Turf Protection, Not Lack Of Technology, Hinders Addressable TV: WPP’s Gotlieb

When history books are written about advertising, “there will be an indictment against our business for allowing our siloes to squabble with each other while the duopoly or triopoly ate everybody’s lunch,” according to WPP Senior Advisor Irwin Gotlieb. The squabbling is prominent in the addressable television advertising space, Gotlieb noted in his keynote speech […]

 

Three Fundamentals For Customized Ads: Viacom’s Bevilacqua

Viacom wants to help deliver TV ads that are targeted at individual viewers. It just needs three industry challenges to be overcome first. Back in 2015, Viacom was one of the first broadcast owners to sell ads based on data about advertisers’ audiences. The product it launched to do that was called Vantage, and is […]

 

Matt Prohaska Maps The Rise Of Consumer Identity Tracking

Consultant Matt Prohaska has been into digital media from its cookie roots to the modern day quest to track consumer identities across platforms. A frequent Beet.TV contributor, Prohaska also was a key participant in the recent leadership forum titled Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World. In this event recap, Prohaska, […]

 

Viacom’s Bevilacqua On The Vantage Advantage

Back in 2015, Viacom was one of the first broadcast owners to sell ads based on data about advertisers’ audiences. The product it launched to do that was called Vantage, and is now also used by rivals like Fox. In this video interview with Beet.TV, the man who runs it explains the undertaking. “How do […]

 

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 […]

 

Viacom’s Gordon Traces The Arc Of ‘Outcome Optimization’

Entering 2019, transacting advanced-television buys will continue on a publisher-by-publisher basis. But Viacom’s Bryson Gordon expects to see “a lot more integration” of advanced-TV capabilities and KPI’s into how large advertisers plan their marketing. “What we have seen over the past twelve months is almost like a smoothing out of the market,” the EVP of […]

 

Addressable TV Strategy Varies By Country: Viacom’s Kurz

The newest technology to get TV people excited is “addressability”, the practice through which internet-connected TV devices allow for granular targeting of individual audiences. That would move the world beyond the old system of selling ads against shows, to one in which advertisers buy actual audience members. But getting there globally may not be straightforward […]

 

At 50% Of Domestic TV Impressions, OpenAP Expecting More Members: Viacom’s Halley

Representing 50% of the domestic television impression supply, the OpenAP audience-targeting consortium has reached critical mass and created a uniform currency around advanced advertising, says Viacom’s John Halley. Phase Two will see more publishers joining OpenAP as it works on ease-of-use and other improvements for media buyers. In this interview with Beet.TV at the recent […]

 

NBCU Brings Audience Optimization Tech In-House, Custom Develops Algorithms

SANTA BARBARA, CA – NBCU has brought audience optimization technology in-house, developing its own algorithms and making it more responsive to market demands, says Denise Colella. NBCU had been using market-available software for its optimization activity, the company’s SVP, Advanced Advertising Products & Strategy, says in this interview with Beet.TV at the recent Xandr Relevance […]

 

Canadian Research Shows Misconceptions, Attributes Of TV Viewing: Viacom’s Kurz

TORONTO – Turns out that Canadian television viewers aren’t much different from those in other countries. Research shows that in-home viewing promotes “household bonding” while providing a much-desired cultural connection to the outside world. Not that the advertising industry knew this instinctively. In fact, it’s been looking in the wrong direction for awhile, according to […]

 

Viacom’s Gordon Promises Panel A New Phase Of OpenAP

It is now over a year since some US TV networks came together to strive for commonality in how they tap the opportunity of advanced TV ad targeting. Now, it seems, they want to kick it up in to the next gear. Last year, Fox, Turner and Viacom teamed to co-found OpenAP, a new consortium to […]

 

Can TV Be A Platform? A Cannes Panel Discusses

It’s no coincidence that TV companies are facing a challenge to retain ad spend migrating to digital ecosystems run by the big native behemoths. Several initiatives and companies are now trying to tackle that problem. But what will it really take for TV to become a “platform”? In this panel discussion moderating by MediaLink’s Matt […]

 

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 […]

 
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