“Luckily, our club in Vieques was directly affected but was not directly impacted. So we were able to reopen our club really fast,” says Olga Ramos, President of Boys & Girls Club Puerto Rico. “Our Vieques community is a small community and it’s committed. And our Boys & Girls Club has become kind of the community center for the Vieques people.”
The Club has been handling everything from assisting the Federal Emergency Management Agency to provide Housing & Urban Development meals, Ramos explains in this interview with Beet.TV.
“Basically our club is where all of the NGO’s are coming together to provide relief efforts and help to the island. Besides our educational program, we’re doing everything we can do to make sure that the community bounces back to normal.”
Located eight miles east of the Puerto Rican mainland, Vieques relies on its own water sources, which were shut down by Hurricane Maria. So finding replacement supplies has been at the forefront of most relief efforts.
“Last week, we were awarded by the Banco Popular Foundation a desalination plant that we’re going to be taking to Vieques next Monday,” Ramos says. “As well, we were able to get a community water tank that would allow us to provide water to the community, either filtered rain water or pond water and make sure that we provide safe water for our kids.
“Looking into the medium term, we’re partnering with other institutions to make sure that we provide a sustainable system where Vieques people can get purified water for drinking.”
On Sept. 20, when Hurricane Maria struck Puerto Rico, the group ViequesLove was formed to provide assistance to the island. As of Nov. 9, the group had raised $879,420 from 7,122 donors via its GoFundMe website.
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>“Vieques is almost an indescribable place for most people. If you haven’t been there, if you haven’t lived there, it’s hard to understand it,” says Stephen Mueller, a Principal of the aid group ViequesLove who called the island home for three years. “There is something about the island, the community, the people there that’s just very different than what most of us have experienced.”
Since ViequesLove was formed the night that Maria struck Puerto Rico, it’s been juggling all manner of requests for assistance.
“We’ve gotten a lot of very interesting asks,” Mueller says in this interview with Beet.TV. “The most recent one that we did is we successfully got two radiators down there specific to the generators for water sanitation,” a route that stretched from Atlanta to Miami to the Puerto Rico mainland to Vieques.
“We’ve been lucky that we’ve been able to use private planes to get things down there,” Mueller adds. “There are a lot of moving pieces. It takes a lot of organization and creativity.”
Having been a resident and owned a business on Vieques, Mueller is well versed in the day in and day out milieu.
“Something as simple as going to the postal box requires about 30 minutes of your time, because inevitably you’re going to meet plenty of people that you know, and you all stop and chat, ask how their day’s going. It’s this huge sense of community and involvement.
“For the three years that we lived there, it was probably one of the best times of our lives and probably one of the few places that have truly felt like home.”
As of Nov. 6, ViequesLove had raised $873,696 from 7,084 donors via its GoFundMe website.
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>It was done “with the intent of raising thirty thousand or forty thousand dollars,” says Roush, who is Principal at ViequesLove. As of Nov. 6, the group had raised $873,696 from 7,084 donors via its GoFundMe website.
In this interview with Beet.TV, Roush recounts how it was clear from the start that the island’s infrastructure would be ravaged and that residents would be displaced in large numbers. But the day after ViequesLove was created, there was no word of government aid coming to the island.
“I think that in all of our original discussions that had never even been a remote possibility,” Roush says. “The worst-case scenario would be five days. That’s what it was with Katrina and that was the worst FEMA response to date.”
As the fifth day approached, it became apparent that nothing was happening.
“So we spoke with a few people, all via Facebook, and found out that Robert Becker was going down to the island pretty much any way he could get down there,” Roush says, referencing the veteran Democratic political campaign manager.
Efforts to find a boat to ferry Becker to Vieques came up short due to port conditions. “So we immediately shifted to finding a plane. And we found a plane. And we found a pilot who was willing to take this on. To our knowledge, we were only the second group to have gotten a plane onto the ground on Vieques after the storm.”
It all came together “because people worked together. I think that speaks very much to the kind of people that move to Vieques or live on Vieques and the way that they just are,” says Roush.
She’s now sure what the future holds for ViequesLove. “But we know that for as long as we have the support of the community and we have the funding, we want to be there to serve the people of Vieques,” she adds. “That might be schools, it might be rebuilding projects. We don’t know. We’re going to continue to take it day by day for now.”
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>“Three hurricanes, the California fires, we helped with the shooting in Las Vegas and we also assisted the Mexican Red Cross with the earthquake. We can’t do it without the help of volunteers and people who are ready to deploy at the time of need,” says Meinhofer.
In this interview with Beet.TV, Meinhofer welcomes additional volunteer manpower, but she stresses that preparation for any man-made or natural crisis requires advance preparation.
“There’s a need anywhere that there is a Red Cross chapter. This is the time for people to go to their local chapter, get training, get registered.”
When it comes to hurricanes, this has probably been the worst season the Red Cross has ever seen, according to Meinhofer.
“We heard about Irma and Maria coming right when we were working Hurricane Harvey,” Meinhofer says. “So as we are attending to two other hurricanes, Puerto Rico is also getting ready for the hit of Maria.”
In the U.S., the Red Cross manages some of the shelters that open when crises occur. “Puerto Rico is in charge of managing. So we support the government in whatever it is that they need to support the people from the island.”
To date, more than 500 Red Cross staff and volunteers have visited all 78 of the municipalities in Puerto Rico, according to Meinhofer, distributing food, water, Pampers and other supplies. “They come from anywhere. We have people from Alaska, we have people from Michigan.”
One of the group’s most important services has been “reunifying” people who are separated from their families because the power grid has been immobilized. The Red Cross uses satellites to reconnect them via their cell phones, regardless of whether family members are on Puerto Rico or elsewhere.
Acknowledging that the impact of Hurricane Maria on Puerto Rico will be long-lasting, Meinhofer encourages the involvement of new Red Cross volunteers. “We can’t do it without the help of volunteers and people who are ready to deploy at the time of need,” she says.
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>Before Maria, 90% of the group’s participants—mainly youths ages six to 18—were below the poverty level on the island, according to President Olga Ramos.
“When you look at that, our participants are lacking the main resources and opportunities that other kids on the island or outside of the island have,” Ramos says in this interview with Beet.TV.
While Boys & Girls Club Puerto Rico mainly provides educational services, after the hurricane hit “we saw the need and knew that we had to do some things differently,” Ramos adds.
So the organization converted its centers to community centers to provide food, water, shelter and other primary needs.
“Right now because of the storm, most of our schools are closed. The ones that are open are providing immediate services. Breakfast and lunch and some sort of educational support,” she says.
Phase one of the group’s post-hurricane is to provide limited services from 1 p.m. to 5 p.m., owing to the lack of electricity. “Our second phase will be to expand from eight to six so we can pretty much provide parents relief and they can go back to work while we take care of their kids with educational support.”
Ramos cites a financial gap of $8 million, $5 million of which is to continue providing whatever services the organization can and continue to pay employees. The other $3 million would be earmarked for an expansion of services—mostly meals and educational assistance. Some $2.5 million of the $8 million has been collected to date.
“Any contribution that we can get from private donors will be used toward our mission, which is to develop our kids and youths to their full potential,” Ramos says.
Boys & Girls Club Puerto Rico’s longer-term aim is to narrow the gap between its beneficiaries and youths whose families are better off financially.
“We are diversifying our offer so we are able to cater to what the island economy’s needs are, which are in tourism, health and technology and science.”
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>MIAMI – There are only so many first responders in a particular city or an entire country to deal with natural disasters like Hurricane Maria in Puerto Rico. This is where groups like Team Rubicon, an organization of military veterans, play a key role.
Brands that partner with Team Rubicon and other volunteer groups via sponsorships, donations or providing “boots on the ground” in disaster areas are “not just selling a product. You’re creating an aura about your brand and helping bring that to light in a very human way,” says Joe Rockhill, VP, Integrated Sales & Marketing, Fox Networks Group.
In this interview with Beet.TV, Rockhill explains how Fox wants to foster greater integrations between brand marketers and relief groups by creating a “groundbreaking docuseries” of original programming highlighting the activities of Team Rubicon. Following the interview with Rockhill, Team Rubicon Operations Section Leader Michael Lloyd provides a ground-level report on the group’s relief efforts to date in Isabella, a municipality in the northwest region of Puerto Rico.
Led by award-winning director Keif Davidson, Fox’s series about Team Rubicon will appear on Fox Broadcasting, FX, Fox Sports and National Geographic and will “live in culturally relevant programming and time periods,” such as The Long Road Home on National Geographic, Veteran’s Day initiatives and takeovers on FX, as well as programming like the Daytona 500, The World Series, Thanksgiving and Christmas on Fox Sports.
“Ultimately, the idea is that it would culminate in a 90-minute documentary that would live on our portfolio and air around Memorial Day of next year,” Rockhill says.
Fox is meeting with brands to see how they can “come on board and help tell the story of the men and women that are part of Team Rubicon, the heroes that are helping to rebuild these communities,” Rockhill says. “We want to understand what the initiatives are that our partners have and then find that alignment with what we’re doing with Team Rubicon so we can integrate them appropriately.”
Team Rubicon’s Lloyd relates how the organization has had a presence in Isabella for more than a month, providing medical care, clearing debris and helping to facilitate the availability of drinking water.
“Our medical teams have seen hundreds of patients,” Lloyd recounts. “In some cases just providing some mental health care as well.
“I think where our passion comes from is we’ve had a good opportunity to get to know the people and really experience what they’re going through on a personal level. The devastation on the island is complete. It’s an austere environment. It’s been one of the most gratifying Team Rubicon experiences that I’ve ever had.”
Stand With Puerto, The Industry Steps Up
This video reports on the pressing issues facing Puerto Rico and the organizations that are having an impact. It is part of a media industry initiative titled Stand With Puerto Rico. It is organized by Beet.TV and Omnicom Media Group along with founding partners AT&T AdWorks and Teads. Please find additional videos from the series here. The series was recorded in Miami at the Festival of Media/LATAM on October 30.
]]>The new AT&T AdWorks Lab is designed to show advertisers, agencies and other media professionals the future of media consumption and how marketers can most efficiently reach their targets across any platform. The experience starts in the Living Room of the Future then continues on a journey through 3,000 square feet of top-of-the-line technology.
“There’s a tremendous need for more education about emerging media in the space,” Maria Mandel Dunsche, VP, Head of Marketing, AT&T AdWorks, explains in this interview with Beet.TV. “Clients, agencies, they’re all clamoring for more information. I think that technology and the pace of change is moving quicker than anyone can handle.”
The key areas of the interactive space center on cross-screen viewing, programmatic media buying, the shift from contextual-based to audience-based targeting—with an emphasis on addressable and data-driven linear TV—along with branded content and entertainment and virtual/augmented reality.
“We want people to come into the space, to feel smarter after they leave,” says Dunsche. “We want them to be inspired. We want to get them really excited and interested to do more in emerging media.”
Visitors to the lab also can learn more about IoT, climb into the driver’s seat of a connected car and experience a VR adventure based on AT&T’s latest ad campaign involving a personalized trip to outer space, as MediaPost reports.
Other demos visitors will experience at the AT&T AdWorks Lab include:
• AT&T AdWorks’ new Data-Driven Linear TV advertising product
• Addressable TV and Cross-Screen Advertising
• AT&T AdWorks’ Video Inventory Platform
(VIP)
• Interactive Data Visualization Mapping TV Viewing Behaviors, OOH & Location-based Data Visualizations
]]>“Instead of a one-size-fits-all, one big event, we take a more tailored approach,” Maria Mandel Dunsche, VP, Head of Marketing, says in this interview with Beet.TV.
AT&T has been sharing with agencies and marketers findings from some of the hundreds of addressable campaigns handled by DirecTV, which it bought last year and hasbeen in the addressable marketplace for four years, as Advertising Age reports.
“It’s about educating them about how to best use addressable, not only TV but across platforms as well,” says Dunsche. “There’s a tremendous opportunity to educate clients.
She sees addressable advertising becoming a more important part of the conversation during this year’s TV Upfront season as marketers look for more accountability from TV advertising. Addressable not only can eliminate TV ad spend waste but also is “highly measurable and trackable through entire marketing funnel,” says Dunsche.
This segment is part of a series leading up to the 2017 TV Upfront. It is presented by FreeWheel. To find more videos from the series, please visit this page.
]]>For Sorenson Media, which uses data from smart television sets from partners that include Samsung, the main focus is that first screen. “That said, especially when you take an addressable approach, it kind of makes a lot of sense when you serve something on the first screen to follow up on the second screen,” says Stefan Maris, the company’s VP of Product Marketing & Partnerships.
Because Samsung has a device graph, it knows exactly what kind of devices are connected to the television and all the devices in the same household. So it knows the impression level data of exposure in the households and can use it to retarget those same devices.
“Those two worlds are definitely coming together,” Maris says in response to a question from moderator Ashley J. Swartz of Furious Corp. “In our view and our vision, TV is always leading. And then the second screen activation or extension if you like is always on top of that.”
Simulmedia has made big strides in measuring cross-platform exposure through its work with Facebook, showing reach across the social network and TV, according to Jeff Storan. Advertisers get a unified view of the audience they’re targeting on Facebook and how they’re reaching it with TV ads.
“For TV networks, they also get to see how those two mediums are working together to convert audiences to tune into their programming,” says Storan, who is Simulmedia’s VP of Marketing.
Device graphs and various data sets are fine for Joan Fitzgerald, VP of Product Management & Business Development at TiVo. “But then you have to build in a lot of custom targets and first-party targets, and I think that’s where things just slow down a little bit,” she says.
Noting that an unduplicated reach curve isn’t about to happen, Swartz asks about the limits of set-top box data in cross-platform planning. Does one just keep overlapping data sets “until you go from approachable audience with a net of two million to five moms in Duluth?” she says.
“I think creating more and larger single-source panels for the purpose of cross-media measurement is the path we have to take,” says Storen.
The reality is that advertisers are tracking against both age/gender targets and other targets defined by external data, according to Fitzgerald.
“We’re in this transition period,” she says. “You’re looking at the performance of that audience target over time and you’re experiencing the benefits of doing this kind of media planning optimization,” adds Fitzgerald. “But you’re delivering on both of these targets.”
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
]]>“We’ve been spending a lot of our time and a lot of our money on addressable television,” Mike Welch, Head of Strategy, Product & Business Development for AT&T AdWorks, says during an interview with Beet.TV this week at the Future of TV Advertising Forum.
AT&T, DISH Network and WPP recently announced their joint acquisition of INVIDI, a leader in providing addressable advertising platforms. In addition to extensive distribution in U.S. households, INVIDI is actively deploying its technology and negotiating distribution agreements in Europe, South America and Asia.
“The INVIDI acquisition is just an example of us being very bullish on the future of addressable,” Welch adds. “We think that there’s huge opportunity both domestically and internationally.”
From its billing relationships with TV and mobile customers, AT&T garners verified subscriber identities. When those identities are coupled with third-party data in an anonymous, privacy compliant manner, AT&T can deliver addressable ads to TV sets and mobile devices.
“We’ll do this with our owned and operated apps,” Welch explains. “So if it’s a DIRECTV, TV Everywhere experience that someone is watching on a mobile device, we’ll be able to deliver a specific, targeted ad to that device as well as to their TV set.”
AT&T’s cross-device reach is amplified through a partnership with Opera Mediaworks, the mobile advertising and marketing platform that serves tens of thousands of apps, Welch explains.
“You don’t have to necessarily be watching content on just an AT&T app in order for us to do this cross-screen addressability,” Welch says of the association with Opera Mediaworks.
Asked about the buy-side sentiment for cross-screen addressable solutions, Welch says “We need to continue as sellers to prove that it works. We’re seeing significant lift when you have exposure across screens.”
He cites the case study of an automotive marketer that saw an 85% lift in buy rate among targeted consumers versus a control group that was not exposed to any ads on any screens. “That’s powerful,” says Welch. “If we could get that story out and make believers out of folks, I think you’ll see this market explode.”
We spoke with Welch at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.
]]>But they are not doing it alone – the pair are joined in the deal by fellow acquirer WPP, the world’s largest ad agency holding group, though it is AT&T which will hold a controlling share.
New Jersey-based INVIDI helps advertisers serve household-targeted ads in to TV streams in the two minutes per hour of programming available to MVPDs. But it is also gaining traction overseas, where operators have fewer restrictions, with a launch to support Liberty Global’s Belgian broadcaster Telenet and channel owner SBS Broadcasting. The acquiring trio’s press release says INVIDI is “negotiating distribution agreements in Europe, South America and Asia”.
“Maintaining our independence and deepening our existing relationships with AT&T, DISH and WPP is a big move for our company and our people,” INVIDI CEO Dave Downey explains in the announcement, carried by The Drum. “Our ability to increase the value of ad inventory is transforming the way video advertising is purchased and distributed.”
Earlier this month, Adobe announced plans to acquire video ad-tech operator TubeMogul, in what many hope will be a wave of much-needed consolidation that makes a fragmented ecosystem more straightforward, especially on the buy side.
INVIDI seems destined to work with an increasingly well-armed AT&T AdWorks division, through the acquirers say they will leave it operating independently. INVIDI’s future will not only lay closer to the big guns acquiring it, nor just with a larger global footprint – the company is also going to space.
In this video interview with Beet.TV, recorded at last week’s Beet Retreat, CEO Downey says the company is launching technology called “satellite switching” – using low-orbit satellites to offer broadcasters multiple channel streams of linear ads in such a way, when substituted during commercial breaks, could perform something like addressable advertising.
“If it was able to be launched in North America, it would be a great caveat to introducing national addressability,” Downey said. “If you were to target the four or five broadcast networks, this may be an ability to get to another 25 to 30 million homes.”
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
]]>In an interview with Matt Spiegel, Managing Director of MediaLink, Cordes cites financial services companies as one sector siphoning direct mail dollars.
“In the credit card space, these financial companies have to stay compliant with fair lending, and a direct mail list is a compliant list that can be easily applied to addressable households in the same manner,” Cordes explains.
This is because direct mail lists are based on names and addresses, as is addressable TV. “It’s really a seamless way to take those same segments and move them to TV,” Cordes says. He adds that some marketers experiment with direct mail and addressable TV and weigh the outcome.
Asked by Spiegel about back-end correlation for addressable TV campaigns, Cordes says it doesn’t end with, say, someone in a targeted household simply opening a financial account.
“If you open up a brokerage account, for example, that’s a great acquisition for that company,” he says. “But if they never actually fund that account, that financial institution never makes any money off that customer. We can understand both the acquisitions and the funding part of it.”
Overall, AT&T is seeing more marketers use addressable TV for “increased frequency against those most likely to convert,” according to Cordes.
When the company launched its addressable TV product four years ago, it would not have expected consumer packaged-goods marketers to be among the ranks of the interested, much less involved.
While CPG, according to Cordes, was not expected “to be a major player but if you look at the numbers, it actually is.”
AT&T is in the process of “connecting the dots” between its more than 25 million pay TV subscribers and the 100 million-plus mobile screens it reaches, Cordes says. One stumbling block is getting advertisers and agencies to embrace a “video-neutral” strategy.
“One of the issues, frankly, we’re seeing is that a lot of times the mobile budgets will be siloed separately than the TV budgets and you got to work with two different teams to get a deal done,” Cordes says. “I think that’s changing.”
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
]]>In June at Cannes Lions, we spoke with Mastercard’s Ben Jankowsky about advanced advertising. Jankowsky will be one of the keynote speakers at the Retreat.
The participants for the event are:
Keynote Speakers:
Mike Bologna, President, Modi Media
Brian Cordes, Director of Client Solutions, AT&T AdWorks
Scott Ferber, CEO, Videology
Benjamin Jankowski, SVP Media, Mastercard
Bill Livek, President, comScore
Andrew Deming, SVP for Marketing, Bank of America
Tracey Scheppach, CEO & Founder, Matter More Media
Featured Speakers:
Jason Baadsgaard, CRO, Eyeview Digital
Jonathan Bokor, SVP, Advanced Media, Mediavest l Spark (Publicis)
Jason Burke, VP, Product, clypd
Dan Bruinsma, Chief Investment Officer, GroupeConnect (Publicis’ unit for Bank of America)
Denise Colella, SVP, Advanced Advertising Products and Strategy, NBCUniversal
Brendan Condon, President, AdMore
Michael Dean, VP, Programmatic & Data-Driven Sales, Disney ABC Television Group
Cordie DePascale, VP, Product, Mediaocean
Brad Danaher, Television Partnership Director, Experian
Lock Dethero, TV Partnerships Lead, Neustar
Dave Downey, CEO, Invidi
Lauren Fry, Senior Account Executive, AT&T AdWorks
Brent Gaskamp, SVP North American Development, Videology
Joan FitzGerald, VP, Product Management & Business Development TiVo
Adam Gaynor, VP, DISH Media Sales
Archie Gianunzio, VP of Sales, Videa (Cox)
Anupam Gupta, Chief Product Officer, 4C Insights
Walt Horstman, President of AudienceXpress (Visible World/Comcast)
Brian Jankovsky, Director of Entertainment and Sports Partnerships, Google
Nick Johnson, SVP, Digital Ad Sales Strategy, Turner
Rob Klippel, SVP, Advanced Advertising & Strategy, Spectrum Reach (Charter)
Jennifer Koester, Director, Telco & Video Distribution, Google
Kevin Lenane, General Manager, Video at Integral Ad Science
Noah Levine, SVP, Revenue Operations, Fox Networks Group
Sarah Locke, Director, Consumer Strategy, Research and Analytics at Cadreon/IPG
Stefan Maris, VP, Product Marketing & Partnerships, Sorensen Media
Ryan Moore, Global Agency Development Lead, Twitter
Jamie Power, Managing Partner, Modi Media, GroupM
James Rothwell, VP. Agency & Brand Relations at FreeWheel
Eric Schmitt, VP, Advanced Advertising, Acxiom
Kevin Patrick Smith, SVP, Comcast 360 Media
Jonathan Steuer, Chief Research Officer, Omnicom
Jeff Storan, VP, Marketing, Simulmedia
Tore Tellefsen, VP, TV Solutions, DataXu
Nick Troiano, CEO, Cadent
Andrew Ward, Group Vice President, Comcast 360 Media
Faculty/Facilitators:
Tim Hanlon, Founder & CEO, The Vertere Group, LLC
Matt Prohaska, CEO & Principal, Proshaska Consulting
Matt Spiegel, SVP, MediaLink
Ashley J. Swartz, CEO, Furious Corp
Special Participants:
Alex Aigner, COO, DataLab Digital
Mary Barnas, Vice President, Platform Adoption, Videa
Will Beaty, Senior Director of Business Development & Strategic Partnerships, NAB
Craig Berkley, Director, Sales, Acxiom
Boaz Cohen, GM, Advanced TV. Eyeview Digital
Stacy Daft, GM, Enterprise Business Development,Videology
Frank Ferrans, TV Partnerships Manager, Cardlytics
Laith Massarweh, Broadcast, Media and Entertainment Specialist, Google
Michael Kubin, EVP, Invidi
Jack Rotherham, CMO, FreeWheel
Ronan Shields, Digital Editor, The Drum
Dave Wilson, Founder, Wilson
Tony Yi, GM, Strategic Commercial/Business Development, Videology
Gordon Young, Editor & Chief & Co-Founder, The Drum
]]>The $49 billion DIRECTV deal has grown AT&Ts addressable household roster to 14 million from 12 million. “Our strategy is to continue to grow our addressable footprint but also grow our addressable offering across platforms,” Dunsche says in an interview with Beet.TV.
AT&T AdWorks has more than doubled the number of advertisers using its addressable TV offering, with thousands of campaigns currently in flight and a 90% repeat purchase rate. “Advertisers get a taste of it and it performs well for them and they want to do more,” adds Dunsche, citing categories that include automotive, consumer packaged-goods, financial services, quick-serve restaurants and retailers.
“At the outset, addressable addressable advertising CPM’s are higher than traditional linear spend, but when you look at the net effective CPM level because there’s zero waste it’s actually a far more efficient and effective spend,” Dunsche says.
On the distribution side, the union of AT&T and DIRECTV means access to more than 150 million screens across TV and mobile, fueling cross-screen ad targeting and results measurement. A main goal is “seamlessly delivering entertainment experiences cross platform,” Dunsche adds.
AT&T took the plunge into political addressable TV campaigns by pairing DIRECTV with DISH Network, forming the joint partnership known as D2 Media Sales. D2 can send targeted political messages to about 22 million addressable households.
“We work with every political presidential candidate that’s been in market,” says Dunsche. “It’s been a great year. Political advertising is definitely up.” One of the main selling points of addressable ads for political campaigns is the fact that “you can keep it within state boundaries” as opposed to traditional DMA-based buys.
This video is part of a series produced at the NYC TV and Video Week’s Advance Advertising summit. The series is sponsored by 4C Insights. For additional videos from the series, visit this page.
]]>“AT&T has taken the lead and I think they’re probably the best positioned” in the cross-screen addressable race, Bokor says in an interview with Beet.TV. “The thing that I think makes it challenging for cross screen is generally, the providers are not the same and the identifiers are not the same,” he adds.
For addressable TV, media agencies can avail themselves of a pay-TV company’s subscriber rolls, match those names and addresses to their target lists and do a match. By comparison, mobile devices are targeted based on ID’s, not names and addresses. “So you don’t have the same identifier that’s used to build the target list,” which makes it difficult to determine reach and frequency—particularly the latter, according to Bokor.
AT&T’s edge: it has access to consumer identifiers consisting of names and addresses, plus unique device ID’s. “What we really don’t want is, on some platforms that are emerging, you see the same person just getting hit many, many, many times,” Bokor says. “And you reach a point where the person is not happy about seeing the same ad over and over again.
“We need to be able to control frequency across screens and AT&T is now starting to offer that. It’s a very intriguing offering.”
While Mediavest | Spark hasn’t run many campaigns yet, “I think that’s going to become something that’s going to be of great interest over the next six months to a year,” says Bokor. He also hopes to be able to reach beyond just the AT&T user base. “But how you do that where two platforms that are not controlled by the same entity is a little bit more challenging,” he says.
The opportunity around addressable TV advertising for AT&T is reported in an article in today’s New York Times
This video explores the state of cross-screen addressable video advertising. The series is sponsored by AT&T AdWorks. Please visit this page to view more videos from the series.
]]>Mobile in particular is characterized by “an entire ecosystem of people creating new platforms that live on mobile and therefore new ad vehicles that live on top of those platforms,” Treuhaft says in an interview with Beet.TV.
With an advertising background spanning almost two decades at agencies like Grey, Young & Rubicam, VML and 24/7 Real Media, Treuhaft is no stranger to the digital world. Going from creating one 30-second television spot to “lots of different types of creative” for the likes of Facebook, Snapchat and Google is a big industry challenge.
“I believe that proliferation will just continue,” he says. “It’s incumbent on all of us as an industry to make that adaption, because the format changes will continue to come fast and furious.”
Hearts & Science sees that concurrent with platform proliferation, some of the dynamic will be less ad interruption. “Less sort of brands getting in the way of consumers seeing things that they want and more brands creating things that people want and bringing those things to people,” says Treuhaft. “That’s a lot of where we see opportunity in the future.”
He cites as an example Millennials who “overwhelmingly use the phone as the most important screen in their lives. We need to figure out how to be in front of them in the environment where they are consuming content.”
Treuhaft describes Hearts & Science as agency built with data and consumer understanding at an “atomic” level. “The data is all there and available. It’s just a question of how you action it,” he says.
This video explores the state of cross-screen addressable video advertising. The series is sponsored by AT&T AdWorks. Please visit this page to view more videos from the series.
EXPLORING CROSS-SCREEN ADDRESSABLE VIDEO ADVERTISING, PRESENTED BY AT&T ADWORKS
]]>“Let’s call it what it really is. Orchestration. I think it’s the Holy Grail for where we are in marketing are today,” Paskalis says of addressable advertising in an interview with Beet.TV.
As the financial giant’s head of Global Communications, Planning, Media Investment & Measurement, Paskalis recently oversaw the company’s first addressable advertising test for its Merrill Edge self-service trading platform product. The results will be revealed at Beet Retreat 2016 in Miami Beach.
“I can tell you we learned a lot,” Paskalis says of the test.
Paskalis has been an active participant in the ongoing shift from a probabilistic to deterministic marketing world. It’s not simply for the sake of efficiency, but because brands are competing for consumer attention in ways they never had to.
“We have to compete now because consumer expectations are higher than ever before about relevancy, and consumers are publishing greater and greater amounts of their own content which are highly relevant to their friends and family,” Paskalis says.
“So marketers need to play money ball. In order to do that, we need to be able to orchestrate experience across channels and platforms,” he adds.
Citing things like live Twitter streams of NFL games and presidential debates, Paskalis recognizes both the opportunities and costs involved in engaging with consumers in all of their varied moment-by-moment experiences.
“My challenge to my colleagues in the industry and to our agency teams is are we able to respond to those challenges? Are we able to respond to the variation we’re going to need in our thinking to make sure those experiences are elevatory for our brands, to compete for attention and having all these assets ready to go?” Paskalis says.
It will take a shift in mindset from the traditional media investment approach.
“It’s a longer tail model than a campaign, and we don’t really have a good infrastructure today to rationalize the return on investment for some of the assets we’re going to need to create that might not pay out for three, four, six, ten, twelve months,” Paskalis says.
This video explores the state of cross-screen addressable video advertising. The series is sponsored by AT&T AdWorks. Please visit this page to view more videos from the series.
]]>In the first presidential election to benefit from the granular targeting capabilities of addressable TV advertising, the joint venture between DISH and AT&T-owned DirecTV is helping political campaigns target more than 20 million households at the state and national level. Called D2 Media Sales and founded in 2014, the entity offers precision and scale that was heretofore unavailable.
That’s because traditionally, political campaigns have targeted households via Designated Market Areas (DMA’s). Which means genuine statewide reach wasn’t possible.
“You’re either buying local broadcast stations on a DMA basis or you’re buying cable interconnects in the same way,” says Joe Hockenjos, VP of Political Ad Sales at D2 Media Sales, in an interview with Beet.TV. “When you piece those together to complete a state you find that you’re buying a lot of waste, because a lot of those homes in the DMA’s will fall outside of the state that you’re primarily interested in.”
Enter the lowly DVR, informed by AT&T, DISH and DirecTV subscriber data, along with voter registration information and data from such third-party providers as TargetSmart and i360. Once a campaign selects a target audience, D2 delivers specific television commercials to that household during a commercial break when they are watching TV via a DVR.
How does D2 gauge results derived from addressable campaign ads?
“In terms of determining the value, because it’s a zero-waste product, they know that they’re getting into just those homes that have a great propensity to vote and to vote their way,” Hockenjos says. “You compare it to the other choices in the television marketplace and you see this as a superior way to get your message across.”
D2 hopes that the success of political campaigns will help to bolster commercial marketers’ embrace of addressable advertising, “just as we’ve done on the commercial side with different verticals like financial services, automotive and pharmaceuticals.”
]]>The commercial, “Stop Showing the Right Product to the Wrong Customer,” offers up three vignettes: a grownup in a classroom pitching complicated financial services to kids; a man trying to sell a rugged construction boot to a fashion model; and a showroom salesman pitching a muscle car to seniors.
“It’s based on insights that there’s a lot of waste with traditional TV advertising,” Maria Mandel Dunsche, VP of Marketing at AT&T AdWorks, says in an interview with Beet.TV. “The campaign shows all of the fun mishaps that happen when you may have the right product but you’re reaching the wrong audience.”
The communications giant believes that a lot of advertisers are questioning the value of television advertising.
“Gone are the days when nobody gets fired for putting their ad spend in television,” Mandel Dunsche observes. “Media planners and advertisers want TV to become as accountable as some other channels, such as digital.”
She answers questions about the scale of addressable TV as it now exists by pointing to AT&T’s 13 million households and the estimated 40 million addressable households that will be available to the advertising industry by the end of 2016.
As for cost, addressable is more expensive on a CPM basis because of its more granular targeting. “But you have to look at the effective CPM and not the CPM on the outset,” Mandel Dunsche says. “When you look at the fact that there’s no waste associated with addressable, you’re reaching 100% of your target audience. Thousands of campaign results show addressable can be very efficient way of driving results.”
The company continues to roll out cross-platform (TV to mobile) addressable advertising, an effort that includes last year’s trial with Opera Mediaworks.
A big target for addressable providers is the consumer packaged-goods category. Advertising Age reports that ConAgra has been running addressable TV ads for nearly three years.
We interviewed her as part of our series on addressable and the new world of television advertising. This series on Beet.TV is sponsored by AT&T AdWorks.
]]>Rather than hosting one big industry event, AT&T AdWorks will produce a series of some 100 smaller events around the U.S. starting next month. The events will be largely educational, meant to convey the value of addressable to the marketing and media community, she explains.
Beet.TV Partners with AT&T AdWorks on Video Series
As part of the Addressable Upfronts project, Beet.TV will produce a series of 25 video interviews with leading marketers and agency executives on the topic of addressable and advanced television advertising. Production begins next month in New York and Chicago. AT&T is the series sponsor.
]]>Advertisers will be able to bring their own data to a self-service, “private marketplace.” They will be able to see results in a fully transparent manner, explains Jason Brown, VP for National Advertising Sales at AT&T AdWorks.
The new programmatic marketplace is powered by Videology. Details of the AT&T plan was discussed on Thursday at an industry event on advanced TV presented by Videology in Manhattan. We interviewed Brown there.
News of the plans at AT&T was reported earlier today by the Wall Street Journal.
We interviewed him at the Videology Full Frontal Conference in New York. Please watch other videos from Beet’s coverage here.
]]>We spoke with him earlier this month at CES for this update on the evolving AT&T AdWorks offering.
This video is part of a series produced at CES which are sponsored by Adobe.
]]>At DISH Network, the focus in the last year has been on launching the programmatic platform and getting Sling up and running. “The Sling product without ads would not be able to be $20 per month so the ad element is front and center in the company. It’s a harbinger of how we become more targeted in general with ads,” says Adam Gaynor Dish Network, VP Media Sales and Analytics, Dish Network during the session.
Meanwhile, AT&T and DirecTV has devoted its attention into integrating two ad platforms and products, says AT&T AdWorks’ ad sales VP Chris Monteferrante. “To the consumer we need to make them seamless. If you go into an AT&T store, you’ll see packaging for DirectTV as your video service and U-verse, where it’s lit up, as your broadband provider,” he says. The next step will be to package those two services with mobile service and, ideally, reach a new level of growth, he says.
Comcast’s attention in the last year on this front has been investing in acquisitions and in plants to leverage its assets. “Our focus on advertising is to leverage the technologies for our internal use,” says Kevin Patrick Smith, SVP Comcast Media 360.
Making the most of the network is essential for Cablevision, says Ben Tatta, Cablevision’s Media Sales President. “We have a singular network and can reassemble data and info across the network and on any connected device and root that back to subscriber data, using real credentials and authenticated viewing.”
The key to navigating the shifting landscape as an operator or as a media company is to zero in on the customer, says Jamie Elden, Media General’s Chief Revenue Officer. “The market is consolidating dramatically, and we are all chasing the consumer and what we think is the next path.”
That’s why partnerships are more common than they were three years ago, 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.
]]>That’s according to AT&T AdWorks ad sales VP Jason Brown, who tells Beet.TV, in this video interview, the choice is not “either-or”.
“It’s both,” he says. “Brands still love to rub up against high-marquee live sports. There’s a ton of value to building awareness in association with quality content.
“On the flipside, there’s a ton of value in audience-based buying. Cord cutting has made everybody in the ecosystem a lot smart – everyone is optimising, whether it’s set-top box data, or you’re doing addressable advertising at the household level.”
The video is part of preview series leading up to the Future of TV Advertising Forum in London You can find videos from the series here. The series is sponsored by Xaxis.
]]>This month, the division announced it would offer integrated addressable advertising campaigns across TV and mobile devices, letting advertisers reach the same consumers with the same message across multiple screens.
“We’re in three betas with three Fortune-500 companies,”according to AT&T AdWorks ad sales VP Jason Brown. “We went to five companies with this idea; all five raised their hand. We feel like it’s going to be a pretty significant demand and somewhere in the first or second quarter of 2016 we’ll put this into the marketplace.
“If you think of AT&T you probably don’t think of TV first, but we’ve got the largest TV subscriber base with 26 million homes now between the Direct TV and UVerse coming together.”
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.
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