AMC Networks – like the TV industry as a whole – is stepping up its efforts to make TV more data-driven. And a large part of that initiative means making its data across all AMC brands – including IFC, BBC America, SundanceTV and We TV – available to advertisers. In late December, it brought on […]
Dish runs a scaled addressable advertising business. But its process to decide whether to run a linear or addressable ad was highly manual. Staff used spreadsheets and spent two to three weeks just to schedule a single week of advertising. And managing yield – like figuring out whether an addressable or demo-based linear ad should […]
The California Consumer Privacy Act (CCPA) could disrupt audience-based TV advertising before it really has a chance to take off. The law, which goes into effect on Jan. 1, 2020 – less than 140 days from now – is chock full of language and requirements that TV broadcasters and their data partners need to pay attention to. […]
Jodie McAfee, SVP of sales and marketing at Vizio-owned Inscape, likes to stay “within whispering distance” of the engineering team. “I don’t ever want to be out there promising what I can’t deliver,” said McAfee, who joined Vizio in 2015 after more than four years helping build Samsung’s ad platform. But that doesn’t stop the […]
On paper, the OpenAP consortium makes perfect sense: TV networks banded together to stave off growing competition from the walled gardens. In reality, it’s a bit more complicated. Although OpenAP still counts three powerhouse publishers among its ranks – Viacom, NBCU and Fox – a founding member, WarnerMedia, left the group in April to compete […]
Jamie Power has been in addressable TV since the early days. After working her way up through the agency world as a media planner and a brief stint in sales, Power joined Modi Media, GroupM’s advanced TV division, in 2013. She’s now chief operating officer at Cadent Addressable, an advanced TV platform head up by […]
When DISH Media hired Dave Antonelli from the AI startup Cognitiv to lead its advertising strategy and sales, a key reason was his experience in startups around new tech. “When you work at a startup, you have to think and move quickly in a dynamic market, and that’s no different than what we are doing […]
WarnerMedia has exited the OpenAP Consortium. It’s a major blow to the TV industry’s attempt to jointly promote audience-based buying on television by creating standardized segments and measurement across their networks. Turner was one of the consortium’s original members in 2017, along with Fox and Viacom. NBCU joined the following year. But now that WarnerMedia […]
NBC Universal and Sky, both owned by Comcast, announced this week that they’re combining inventory and targeting tools. The hope is to help global advertisers expand their reach to international markets across TV and digital. Audience Studio, NBCU’s data-driven media offering, is merging with Sky’s ad tech offering, AdSmart. The combined entity will be called […]
Nielsen’s move into addressable TV planning and measurement starts with the smart TV. About a week after Nielsen bought Sorenson Media for $11.25 million in a bankruptcy auction, the measurement company has formally launched a new unit: the Nielsen Advanced Video Advertising Group. That group consists of Gracenote, which was acquired in 2016 for $560 […]
LiveRamp has added connected TV IDs to IdentityLink, its cross-device identity graph, the company said during its Monday Q4 2018 earnings report. Connected TV IDs are tied to a home IP address, and are used to distinguish households by companies that serve ads over smart TVs or OTT services, including some smart TV manufacturers, multichannel […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Matt Prohaska, principal and CEO at Prohaska Consulting. When I was 24, I resigned from a great job at BBDO to become the first New York salesperson at upstart media company CNET. When people asked […]
When Nexstar Media Inc. acquired local TV giant Tribune Media Co. Monday for $4.1 billion – outbidding private equity firm Apollo Global Management, LLC with an all-cash offer – it gained new status as the largest local TV operator in the country. Nexstar now has the opportunity to reach millions of customers with more sophisticated […]
Cadent has launched what it says is the first national platform for addressable TV advertising. The aptly named Advanced TV Platform is designed to be a planning and reporting tool for major advertisers looking to buy addressable TV inventory. The interface is created from multiple first-, second-, and/or third-party data sources, integrated into a single […]
TV data provider Sorenson Media filed for Chapter 11 bankruptcy Thursday, seeking to extricate itself from a costly deal with Sinclair Broadcasting. Sorenson provides technology so local affiliate networks owned by Sinclair or Hearst can dynamically insert targeted ads at the household level. It has a similar relationship with Samsung Ads. Sorenson’s Chapter 11 filings […]
Despite the massive steps the ad industry has made in figuring out addressable TV just this year, advancement comes not from stunning breakthroughs, but simply from attaching a few additional pipes and freeing a new trickle of inventory or data. On Thursday, Adobe Advertising Cloud TV soldered together a few more of those connections by […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Michael Connolly, co-founder and CEO at Sonobi. So, a group of guys is sitting down to watch the hockey playoffs on TV, and a Maybelline commercial pops up. Even if the cosmetics advertisement is […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tom Weiss, chief technology officer and chief data scientist at Dativa. After decades of planning and measuring TV with only minor iterations of the same fundamental techniques and technologies, marketers now find themselves confronted […]
Acxiom had a solid quarter – although it would have been a bit more solid if it still had its Facebook relationship. On Thursday, the company reported earnings for its fiscal quarter ending June 30, with total revenue clocking in at $227 million, up 7% year over year. If Partner Categories, Facebook’s now-retired feature for third-party […]
AMC Networks said Thursday it will allow advertisers to dynamically insert ads to reach specific households, marking its first foray into addressable TV. The offering will be available in the fourth quarter, said Adam Gaynor, AMC’s VP of advertising and data solutions. Sorenson Media’s addressable ad platform will power the capability with Samsung smart TVs […]
FreeWheel and Operative said Monday that they have partnered on an initiative called “Premium at Scale,” which lets advertisers buy digital and addressable TV inventory in one place. NBCU is the first media brand to sign on. Traditionally, ad sales on linear TV and digital have been very separate processes with very different measurements. Since […]
Nicolle Pangis, a former C-suite exec at WPP GroupM’s Xaxis and [m]Platform, has been appointed CEO and president of NCC Media. She will start May 29. NCC is a national cable sales group owned by Comcast, Charter and Cox Communications. In April, NCC started a division led by Comcast’s advanced ads division that will focus […]
Verizon’s Oath wants advertisers to know that although it shuttered its programmatic TV offering OneTV, its addressable TV business based on Fios households – which launched in late 2016 – is here to stay. Verizon knows that for addressable inventory, it’s later to the game than Dish network as well as AT&T and its DirecTV […]
This isn’t a test: Data-driven TV planning is finally having its moment. About 15-17% of advertisers in the US already regularly include addressable or advanced TV buys in their media plans, according to a joint Forrester/Association of National Advertisers survey of 126 ANA members released Wednesday. An additional 20-30% of advertisers plan to start dipping […]
Viacom on Monday formed a multi-year agreement with Comcast’s advanced ads business, FreeWheel, to expand its use of the tech platform. Previously, Viacom used FreeWheel to power digital ad decisioning, but now, it will also use FreeWheel’s operating system to manage yield and grow revenue across live TV, set-top box and video-on-demand inventory. In addition, […]
Cable conglomerates Comcast, Charter and Cox Communications said Wednesday they will build ad products that extend across their collective footprint. The three are forming a division within NCC Media – a national cable sales group in which they are joint stakeholders – to build data-driven ad products. Comcast’s advanced ads division, Comcast Media 360, is […]
The center of media activity at CES is the C Space in the Aria hotel. Here you will find the private meeting spaces booked by Turner, Spotify, Twitter, Oath, CBS, NBCU and Samsung Ads. As in the past, the C Space showroom floor – ostensibly an ad tech vendor showcase – was pretty barren this […]
Although cable operators used to be the primary keepers of TV’s distribution and data pipes, the pendulum is swinging toward programmers and smart-TV providers. Addressable inventory is increasing, driven by a surge in smart-TV OEMs licensing their data directly and local TV companies adding data and automation to their sales mixes. Sorenson Media, which is […]
Since 2011, ecommerce startup BarkBox has been delivering boxes of toys and treats to dogs and their owners. The six-year-old subscription service has half a million subscribers, became profitable in Q1 and is projected to reach $150 million in revenue for 2017. In August, BarkBox brought on Bank of America marketing vet Jay Livingston as […]
The two-year-old TV startup Adcuratio is rolling out a platform in Q1 2018 that lets marketers dynamically swap and insert personalized ads into linear TV streams based on CRM or other first-party data. Early beta testers will include the brands Clorox and Kohl’s, as well as agencies like Omnicom’s OMD and Publicis Groupe’s Zenith. The problem […]
