The deal would see Canadian media and telco company Shaw Communications exit the media ownership business, instead sticking with telecoms and broadcast network operation.
So what would Corus be getting? A company that has lately been amping up its interest in new-wave digital TV advertising techniques.
In this video interview with Beet.TV, Shaw Media next-generation media manager Barry Marcus says the company made three moves in the last six months:
Corus expects to complete the deal in Q3, subject to shareholder approval.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>Sometimes, things are moving too fast. But, standing back to take a look, Furious Corp CEO Ashley J. Swartz says 2016 will bring a “reverence” that everyone is all in this – the disruptive curve – together.
“It was display and search that printed money,” Swartz says. “Video doesn’t, and television may have done at one point, but it doesn’t any longer. And so, I think that this is a time of ‘FUD’, as one of our investors intelligently used that phrase – fear, uncertainty and doubt.
“I hope that we just get to a point where in lieu of … being divisive as an industry, there is a recognition that we all need one another to actually deliver the sea-change.”
Furious’ Prophet software aims to unite advertiser data sources to get a more holistic look at advertising campaigns.
“It’s going to change. I believe that there is going to be, finally some acknowledgment and recognition that not one person, regardless of how much free cash flow you print in a fiscal quarter, can be all things to everybody.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>Ad agency SMG has already reported a tripling in client addressable TV business last year
And SMG’s director Steve Murtos says lots of clients finally “leaned in” after years of evangelizing.
“There’s more scale coming,” he tells Beet.TV in this video interview. “Primarily, it’s been MVPD-led inventory but we’re starting to see some other sources come online.
“As you see more inventory, you’re gonna see more of everything else. It allows us to be able to secure more budgets, there’s going to be more data available for us to continue to measure. so I think 2016 is going to be a big year.”
Last year, SMG launched SMG Maps TV, an addressable TV measurement product that it says links addressable TV ad exposure to brand location visits,in partnership with PlaceIQ and Acxiom.
But Murtos thinks the industry isn’t changing overnight. “I think we’re still maybe two, three years out before we’re, before it’s at scale,” he says. “There’s still a lot of confusion in the marketplace, too many players all trying to do the same thing. I think that’s going take a good two years to shake out.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.2
]]>The pair plan to combine to pool comScore’s online analytics nous with Rentrak’s historic strength in measuring TV and movie audiences.
“We’re going to take the best of breed with their digital and the best of what we do in movies and TV Everywhere and bring them together for better multi-platform products for our customers,” Rentrak CEO Bill Livek tells Beet.TV in this video interview.
Ad execs like Group M’s Irwin Gottlieb have previously criticized media measurement agencies for being broken, failing to account properly for viewers’ modern video consumption. He backs the merger as an alternative to Nielsen.
So what does Livek see at the most exciting opportunity, after the deal’s closure?
“God, advanced TV is probably the most unbelievable thing I’ve seen in my career – the potential of commercials being addressed to the individual at the household basis,” he says.
“There can be commercials stored on the device in the home that can get triggered based on certain demographics. For example, if I’m at the end of my lease on my car, I can start seeing commercials for similar makes and models – all done in a privacy-compliant way, with the mass appeal of television and the efficiency of digital.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>But what’s dynamic can also me added to what is static. New York cable operator Cablevision is eyeing up the application of dynamic ads to shows recorded via customers’ set-top boxes.
“What I get really excited about is also our DVR,” COO Kristin Dolan tells Beet.TV in this video interview. “The cloud storage DVR works exactly the same way as VOD does. It’s stored, and DAI works on DVR content as well.”
Cablevision’s cloud-based DVR was upgraded last April to support recording of up to 15 channels simultaneously. That’s because content isn’t recorded to a local disc at all, but to Cablevision’s own servers in the sky. That could be the perfect opportunity to serve up regular dynamically-inserted ads.
“We do 30 million hours a month of DVR recording for our customers,” Dolan adds. “(We can) present to an advertiser the opportunity to refresh that ad.
“It just opens up even more inventory and more opportunities for partners, particularly programming partners, but also other advertisers to refresh their media and refresh their advertising and retarget a customer in a very unique way. So, it almost feels like the amount of inventory we have with DAI becomes almost infinite, so that’s truly exciting.”
She was interviewed for Beet.TV by Tim Hanlon.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>The new concept means brands can advertise only to relevant segments of TV viewers, targeted at the household level, cutting out wasted spend.
Joanna Thissen, targeted TV division at Modi Media, Group M’s division working on addressable, says car makers were the first brand category tobuy in.
“It just makes sense,” she tells Beet.TV in this video interview. “I mean, I live in Manhattan, I am never going to drive an automobile … You could blast me with an auto commercial 100,000 times, it could be the prettiest commercial of all time, and I’m still not gonna buy a car.
“Once some clients saw big players coming to the market, especially in the auto category, they saw the press and they were like, ‘this is a really cool idea, look at how successful these campaigns are’, and ‘if the auto industry with all their big money is coming to play, then maybe we should try to dip our toes in the water and see how that works’.”
Now 43 million US households are available to target addressably, Modi said recently. So who is next to the party?
Thissen sees financial services providers coming in next.
“If I already have a certain credit card, stop showing me ads for it – maybe show me a card that has a better interest rate,” she says. “CPGs are big to the industry, too. There’s so many different datasets – from NCS to 84.51° which was formerly Dunnhumby and Shopcom. All have this amazing shopper data that will allow brands to go and specifically target their competitors to drive sale and steal share.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.2
]]>The company already has traction, and the pace of change it is already seeing suggests a big uptick in the opportunity this year.
“We have 92 million homes under contract, 30 million of those installed,” CEO Dave Downey tells Beet.TV in this video interview. “Last month, we did 9 billion addressable impressions and we’re gonna triple that by next year so it’s at a rapid pace of growth.”
Invidi is currently in a big international expansion, with the company’s technology due to underpin an addressable service launch by Liberty Global’s Belgian broadcaster Telenet and channel owner SBS Broadcasting.
That is just one part of its ambitions. Downey says he has another 100 million homes identified all over the Pan Asia area, Europe, South America and other markets.
So what does “addressability” mean to this addressable pioneer?
“If we’re watching American Idol or The Voice or any of the more popular television shows and they go to a commercial break and the commercial’s for Revlon, obviously that’s a commercial geared towards a female of a particular age group,” Downey says. “There’s obviously other people watching that show who are outside that cohort.
“With addressability, we’ve been able to take television advertising and increase the value of single commercial instances of up to 700% … Think of direct mail with the sight, sound, and motion of TV – it’s a great combination.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>“Everyone proclaimed that the year was the year of programmatic TV and addressable and that sort of thing,” says Brett Adamczyk,VP of Business Development of Cox-owned Videa, an ad tech vendor enabling programmatic trading for local US TV markets.
“I think everything is still pretty nascent, and there haven’t been a ton of dollars flowing from a programmatic perspective, especially to the linear inventory side. There’s just not the scale, there’s not the technology.”
That’s a problem Videa is working on, along with a plethora of vendors hoping to hoover up a slice of US TV ad dollars as they – perhaps, one day – go programmatic.
Videa powers data-driven, automated solutions and services that are designed to simplify the buying and selling of television advertising, integrating with traditional television buying and traffic system data, yield optimization and audience targeting.
In common with many such companies, Adamczyk says the last year was about building the infrastructure for this future.
“If you don’t have the inventory scale, you’re not going to get the dollars,” he says. “I think you’re going start to see a majority of the marketplace really start to embrace it in the middle of 2016 and I think you’ll really start to see a tidal shift of dollars moving that way early ’17 after the political season.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by
You can find more videos from the Beet Retreat on this page.2
]]>That change is happening because, as TVs or TV boxes get connected to the internet and enabled with software services, the way content is consumed and ads traded is, many think, about to look a lot more like digital video.
“I think there are elements of linear that could be applied to digital – maybe finding ways to put a specific advertiser in a specific spot as opposed to the dynamic, continual dynamic allocation of those ads,” according to James Rothwell, the agency and brand relations VP for FreeWheel, a video ad tech vendor, in this Beet.TV video interview.
“But I think it’s more likely to be the other way around … I think linear is more likely to look like digital … where we’re taking the best of digital in terms of data, in terms of automation, in terms of dynamic insertion and applying those to the linear world.”
The industry is now replete with ad tech vendors trying to enable TV, a decades-old, one-way medium, with some of the qualities of online ad buying, like refined targeting and solid campaign measurement.
Whilst the change has started, many also concede they are in it for the long haul.
“We’ve got a long way to go,” Rothwell acknowledges. “There’s still decades of practices and infrastructure. That means that we’re just not gong be applying the same digital practices across the board.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>That is what we cover regularly here on Beet.TV, and that is the trend seen by Ashish Chordia, CEO of Alphonso, an ad tech company helping advertisers harness device data to target those ads on multiple devices.
“There is a thirst for data-driven, TV data, viewership-driven real-time TV data-driven advertising,” Chordia tells Beet.TV in this video interview. “Being able to retarget these audiences using this data has been just huge and a very massive growth area.
“I can target exactly the people who have watched my TV ad on television on the same day on their digital device – within that same few minutes. And that wasn’t possible a few years ago. It is insane what’s happening and what will continue to happen.”
Of all the ad tech vendors promising to light up video opportunities, Alphonso is one of the smaller in the pack.
With offices in San Francisco and New York and a small amount of funding under its belt according to Crunchbase, the company made a good fist of bolstering its profile using a video summit around last year’s TV upfronts season, however.
“At the heart of Alphonso, is a system that enables all sorts of OEMs – whether it’s TV or smart devices like set-top boxes or living room devices or mobile apps – to be able to collect data on what people are watching on those devices in real time,” Chordia adds.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.2
]]>So Operative, an ad tech platform operator which lets publishers manage their online ad space, is encouraging some of its customers to pool their slots. The outfit says it is launching a program called “partner premium”.
“it’s really designed for all these companies that are on Operative to share inventory with each other in a safe place… in an ad-tech tax-free environment,” says CEO Lorne Brown in this video interview with Beet.TV.
“We have big companies like Comcast and Cox and NBC that have lots of demand, lots of specialties, and we have supply-side people who would very willingly give their inventory to another Operative customer before they gave it to a programmatic company.”
Supply-side inventory cooperatives have cropped up in the last year, like Pangea Alliance involving several UK publishers, 1XL also in the UK, La Place in France and several in Latin America.
Operative’s is less formal than that, and keeps the deals optional between consenting publishers.
“A lot of the MSOs and the MVPDs already have relationships with programmers and cablenets, so it’s very natural for them to work together. They may be more inclined to work together than to say Google or Facebook. For a lot of people, it’s the devil you know when it comes to pushing out your inventory to somebody else.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by
You can find more videos from the Beet Retreat on this page.
]]>“Supply measured without taking in to account things like viewability and bought fraud wasn’t real supply anyway,” he tells Beet.TV in this video interview. “We refused to accept the IAB’s viewability standard, we have our own definitions, we have our own technologies on fraud prevention.
“The price of an impression that is 100% viewable and largely fraud-free is not going to be the same as the price of an impression that is fraught with those issues.
“If you’re going to compare costs across different media types, you’ve got to eliminate the bull before you have an apples-to-apples comparison.”
We interviewed Gotlieb at the recent Beet.TV executive retreat in Florida.
]]>
Adobe, whose Primetime powers the authentication back-end that enables TV Everywhere, recognizes the problem.
That’s why Adobe Primetime business development director Jim Bennette says one of his “bet bets” for the next 24 months is: “Increasing TV Everywhere adoption in North America.”
“We’re only at, like, 13% of the households that have the ability to a chess content via TV Everywhere authentication,” he concedes. “We have multiple strategies to solve that problem:
“Solving those three problems are the key objectives that we’re executing on.” Bennette says part of the work will be helping TV companies deliver media campaigns to drive up consumer awareness.”
Hear Bennette discuss the rest of his priorities for the next two years in this video panel interview.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by Xaxis SVP Christine Beaumier.
You can find more videos from the Beet Retreat on this page.
]]>“There was a mature measurement system in place for TV. As we moved into mobile and connected device and set top box, we experienced some real challenges,” Boykoff confesses. “That has been a pain point, although it looks like the industry is making strides in that area.”
What were those pain points, exactly? Boykoff says: “I think there’s been some friction on the buy side because they’re not sure who owns the budget… is it digital, is it linear? In the next few months, we’ll be able to start measuring it with third parties to validate who we’re reaching, but over the last year or two we haven’t been able to do that.”
A+E encapsulates channels for A+E, History Channel, Lifetime, LMN, FYI and H2. The company moved in to catering to connected devices in 2014.
The firm is now working with Nielsen’s digital content ratings (DCR), comScore’s third-generation VideoMetrix and with Rentrak on video measurement.
“We’ve heard from our buyers that they want to understand unduplicated reach and frequency across platforms,” Boykoff adds.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by Nielsen’s precision and planning SVP Eric Solomon.
You can find more videos from the Beet Retreat on this page.
]]>Programmatic isn’t a media platform, it isn’t a thing and the perception of the word is actually limiting the growth of the automated media movement.
Whatever the name, it’s the decision of the marketers who are driving these developments notes Spiegel who was a founder of Omnicom’s Accuen trading desk back in 2007.
This video was produced in last month at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen. You can find more videos from the retreat right here.
]]>
“Once the sales reps see incremental sales revenue … they become converts. But bringing the horse to water required a lot of time and effort,” COO Kristin Dolan concedes.
The proof is now clear, though. “You can do almost a laser-like media schedule for an advertiser that has never done television advertising before because they didn’t think they could afford it,” Dolan adds.
Here are three examples of how local addressability can work on Cablevision:
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The questions were asked by Vertere Group CEO Tim Hanlon.
You can find more videos from the Beet Retreat on this page.
]]>Does any of this matter? Some marketers are becoming excited about the prospect of unifying ad measurements in to a single, holistic metric. But is that feasible? An entertaining panel convened at Beet.TV’s recent executive retreat debated…
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by Furious Corp CEO Ashley Swartz.
You can find more videos from the Beet Retreat on this page.
]]>We spoke with him last month at the Beet.TV executive retreat in Florida where he was a participant.
For more videos from the conference, please visit this page.
]]>We spoke with him about untapped value of local television, establishments of a marketplace using Nielsen as the currency and the prospects for addressable advertising to become part of this.
We spoke with him last month at the Beet.TV executive retreat in Florida. You can find more videos from the series here.
]]>But other forms of data is actionable — and a consortium of nine local broadcast groups under the Pearl TV banner, is seeking to bring big data efficiencies to the local market.
Karl Spangenberg, SVP with the MediaLink consultancy, explain in this interview with Beet.TV how the new data-enabled activations are beginning to tranform the local TV ad market.
We spoke with him last month at the Beet.TV executive retreat. You can find more videos from the event here.
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The challenge is clients don’t always have the right tools at their disposal to find out which inventory is most valuable for different needs, he explains. “They have data but it’s not always applied to media properly. They have sales tools to set up campaigns, but when you look at the ability to sell across multiple types of models, layering in inventory, and how are systems taking into account the overlaps of hundreds if not thousands of pieces of data, that is where we see the speadshseets of the world falling apart,” he says.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>“We are seeing digital viewership on Roku, Apple TV, Xbox, and Amazon fire. The challenge in mobile and over-the-top has been getting the buy side to fully embrace those,” he says and that’s where better measurement will help. Partnerships with Nielsen for content ratings and Comscore for video metrics can help provide the transparency that the buy side wants, by validating the size of the audience and providing cross-platform metrics that can mesh with traditional metrics, he says.
First-party data is also key to bringing the buy side on board. A&E has amassed its own first-party data and can connect that with buy side data to provide better intelligence for buying and planning.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>Moderating this session is Christina Beaumier, SVP at Xaxis.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
You can find more videos from the Beet Retreat on this page.
]]>With deployments from Cablevision, Comcast, DirecTV and DISH Networks, the number of targetable TV sets is growing but, lately, we have heard still-optimistic executives sound a note of caution – don’t go expecting the technology to reach prime-time in 2016.
“We still only have 40+ million set-top boxes that are addressable,” Videology CEO Scott Ferber tells Beet.TV in this video interview. “Big marketers want to drive goods. They really need scale.
“As the addressable footprint grows in the linear feed, we’re going to see a massive increase very quickly in the amount of money spent on it. (But) it will be another couple of years before it gets mainstream-big.”
Ferber is pegging threats from Google and Facebook as likely to stimulate the roll-out of wider footprints from cable operators. The fireside chat was moderated by comScore executive chairman and co-founder Gian Fulgoni.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen. You can find more videos from the Beet Retreat on this page.
]]>But the US TV system is an outlier in a global context. Smaller, more integrated national systems in other countries seem to make partnering for programmatic or addressable initiatives more straightforward. Could they also be more lucrative?
“Two minutes an hour is just a US phenomenon. The rest of the world, where I’m doing deals, it’s programmers, broadcasters and distributors coming together,” New Jersey-based addressable TV platform provider INVIDI‘s CEO Dave Downey told a Beet.TV panel.
“We’re most excited about other markets where this two minutes an hour doesn’t exist.”
Next year, INVIDI’s technology will underpin a launch by Liberty Global’s Belgian broadcaster Telenet and channel owner SBS Broadcasting. The integrated system means far more minutes per hour are available to addressability. And Downey says it’s the “same thing in China, same thing in South America”.
Outside of the US, we are also seeing operators like the UK’s Sky launch advanced TV targeting, benefitting from owning both the network, the channels and the media sales operation.
But Downey says US addressability is scaling up hard, with DISH, DirectTV and Verizon combined serving up nine billion monthly addressable impressions recently.
Steve Marshall, CEO, INVISION, a multi-platform advertising campaign management technology provider, also spoke on the panel.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by Vertere Group CEO Tim Hanlon.
You can find more videos from the Beet Retreat on this page.
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