He shares his views on advanced TV and data with Maria Mandel Dunsche, VP, head of marketing for AT&T Adworks.
This event was co-presented by AT&T AdWork and Beet.TV. For more videos from this series, please visit this page.
Gotlieb to Headline the Beet Rereat on Advanced TV
Gotlieb will be the featured keynote speaker at next week’s Beet.TV executive retreat at the W Fort Lauderdale presented by Videology with Adobe, AT&T AdWorks and Nielsen. The participant line-up is below:
“That data’s not free,” according to Modi Media president Mike Bologna.
“Of the 50-plus household campaigns we’ve run so far this year, we’ve used pretty much a different source or a different piece of a single data source of reach and every different campaign. It is expensive.”
So far, ad tech vendors tend to boast to clients that they can unite a varied array of data sources to bring about super-targeting. The combined price of so much data is not a challenge often discussed. Time to go back to basics?
“We always recommend that an advertiser use their own data,” says Steve Murtos SMG SVP. “That’s the most accurate data. We’ve sent the best results (from that).”
Murtos predicts a “shake-out” of ad data providers. “The ones that are the best will rise to the top and be the standard,” he is betting.
Programming Note: Murtos will be a speaker at the Beet TV executive retreat in For Lauderdale this month.
They were interviewed last month by LUMA Partners CEO Terence Kawaja, at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>But what are the building blocks of planning out an addressable-TV ad buy? Mike Bologna, CEO of GroupM’s addressable-TV ad unit Modi Media, offered up in this template in an industry discussion panel:
“Three things need to happen before any addressable campaign gets executed:,” he said.
“Once those three things are determined, the campaign launches. If we don’t do those three things, it falls apart.”
He was interviewed last month by LUMA Partners CEO Terence Kawaja, at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>“They’re all spending millions and millions of dollars to produce this content – so far, they’ve recouped that investment by gaining new subscribers,” Modi Media president Mike Bologna tells Beet.TV in this panel interview. “They’re going to have to start to deploy some type of advertising model to recoup some of the revenue that they’re spending on this programming.
“While I don’t think it’s going to be a traditional television model … I do think it will be an addressable model. They have the ability right now to insert at that one-to-one level. We will look at Netflix just like we look at Roku today or Samsung tomorrow as another MVPD (multichannel video programming distributor).”
Citi senior media manager and SVP Kim O’Connor thinks the kinds of advertising run by these new players will look pretty familiar.
“It’s going to be addressable video – I don’t think we’re going to be talking about TV. When you look at the Hulus and the Amazons and Netflixes of the world, there are going to be dayparts. Maybe not tomorrow, but not too far in the future.”
This sessions was moderated last month by LUMA Partners CEO Terence Kawaja, at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>But what humps are still in the road to an addressable future? In a panel on the topic, these executives discussed the topic…
Modi Media president Mike Bologna
“Almost 50%, 47 million households, of the United States now has the ability to insert an ad at the household level.
“Demand is where it gets a little bit tricky. To truly benefit … the advertiser needs to know who they really want to reach… a really granular segment. This requires advertisers to think about, ‘Do I want to reach drivers of a specific vehicle?’ That requires pooling together different data sources.”
Starcom MediaVest SVP Steve Murtos
“As we start to scale, we need more automation. Agencies need to help advertisers understand how to think about this, what the right sequencing of messaging is.”
AT&T AdWorks Rick Welday
“It’s such a different mindset from an agency perspective. This is very different (from traditional ad-buying). There’s an evolution that still has to occur within the agency space to help customers understand that we’re no longer purchasing premium content – we’re pursuing the audience; the audience becomes addressable.”
Citi senior media manager Kim O’ Connor
“On our end, people are way more excited about the idea of being targeted and addressable than the idea that you’re going to run spots in Big Bang Theory
“The challenge is, the space is a little bit fractured. Five different providers, you have to go to each provider to get individual cost, there are five different research studies.”
Programming Note: Murtos will be speaking at the Beet Retreat next month in Floridaabout this and related topics.
He was interviewed last month by LUMA Partners CEO Terence Kawaja, at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>“There has been a fundamental shift – some viewers are spending more and more time with Netflix – and Amazon Prime-like objects. There is some loss of audience as a function of that,” according to GroupM chairman Irwin Gotlieb.
“But there is substantial loss of audience that is also a function of a broken or damaged yardstick.
“The current currency … fails to capture cross-device viewing as it should. Despite OCR, OCX and all those efforts – we’re just not doing the job we ought to do. Media, we have to have decent measurement to start with.”
Programming Note: Gotlieb will be speaking at the Beet Retreat next month in Floridaabout this and related topics.
He was interviewed last month by AT&T AdWorks marketing VP Maria Mandel Dunsche, at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>The new offering is called Addressable Plus.
We interviewed him last month at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>In addition to the massive scale of the newly merged entities, the technical capabilities developed by DirecTV will mean that advertisers can deliver ad messages to specific households and devices. The new company has the largest addressable footprint in the United States, says Welday.
We interviewed him last month at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>We spoke with him about the growth of addressable which will expand beyond the cable box to IP content via various audience optimization approaches, he predicts.
We interviewed him last month at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>Nowhere more so than in moving images. Where, once, online video was seen as an entirely separate channel from TV, the emergence of multi-faceted screens and cross-screen planning and buying is forcing redefinition.
“It’s not TV, digital or mobile – now people are talking about it more broadly as video across platforms,” says AT&T AdWorks marketing VP Maria Mandel Dunsche, in this interview with Beet.TV. “How you buy (advertising on) that is changing … to buying more of a format across platforms.”
AT&T finally closed its $49 billion acquisition of satellite television provider DirecTV this summer, following regulatory clearance, giving it the ability to deliver ads in to these screens.
“It only took 14 months!,” Dunsche jests. “The merger is finally complete. The future of delivering entertainment content on any screen the consumer wants it on is exciting. But from an advertiser perspective … AT&T Adwords now post-acquisition is in an incredible spot where we have the opportunity to become the leader in cross-platform advertising.”
We spoke with her last month at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>We spoke with him last week at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here.
Beet Retreat, November 11-13
Gotlieb will keynote our executive retreat on addressable television at the W Fort Lauderdale. We are pleased to announce the participants here. The event is presented by Videology with Nielsen, Adobe and AT&T AdWorks.
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