Panel moderator Ashley J. Swartz, CEO and Founder of Furious Corp., cites the lipstick and pig idiom as she asks Adobe Primetime’s Sr. Business Development Manager, Art Mimnaugh, about his customer’s cross-platform pain points.
“It’s hard,” says Mimnaugh. “You’re not going to have some of the standardized metrics across there” but programmers and operators are gaining more insights into their actual audiences.
“We keep getting into this chicken and the egg,” Mimnaugh adds. “As much as we want to transact on audiences in certain ways, if we don’t have the back end measurement in certain parts of it then people will say, ‘no I’m not really interested.’”
What it comes down to is the proper value exchange. “That value exchange looks different depending on the lens you’re coming from,” says Mimnaugh.
“I think you’ve got to take risk,” says Kevin Patrick Smith, SVP of Comcast Media 360. “Risk comes with key advertisers and their agencies going out of the box working with us on new media, new measurement, new integrating and realizing that it’s not perfect. But we’ve got to push the envelope and go out of traditional measurement and try new things.”
Asked by Swartz to describe the role of Google in the future of television, the digital giant’s Jennifer Koester says it’s an open platform devoted to data activation for advertisers via seamless direct and programmatic buys.
“Everybody is looking for this unified system that pulls in legacy and over the top and digital and lets you plan against that and optimize against that,” says Koester, Google’s Director of Telco & Video Distribution. “People just have to open their minds to new platforms and new platform partners to think about solving this.”
Rob Klippel says Charter Communications is focused on being able to consistently pull audience measurement data across its footprint and have a “common, consistent view” of its customers.
“I know that might seem mundane, but for us we’ve got three different versions of that all on separate physical networks right now,” says Klippel, who is SVP of Advanced Advertising Products & Strategy. “So trying to pull that all together right now is a pretty big task.”
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.
]]>At the Beet Retreat, Swartz led a deep dive into the future of TV advertising, especially as it relates to data and measurement.
Key players in the TV advertising landscape are looking for a unified system that pulls in legacy TV, over-the-top and digital and lets marketers and providers plan and optimize against that, Koester says during the discussion.
To get there, the industry needs to take risks on media, new measurement and new integration. “We need to push the envelope and go out of traditional measurement and try new things. Get new measurement for some campaigns. We are working with advertisers to get some insight on a correlation of media with sales. . .it’s not an overnight solution,” says Kevin Patrick Smith, Senior VP at Comcast 360 Media. “But I love working with partners who will work with us and will change the game.”
One of the biggest questions for the future of TV and digital advertising is what sort of backend measurement can enable standardized metrics. “You need to allow for standardized data modeling that lets you drive the transaction for operators, programmers and advertisers,” says Art Minnaugh, Senior Business Development Manager, Adobe Primetime.
Understanding audience data consistently cross the customer footprint is key to Charter, says Rob Klippel, SVP Advanced Ads and Strategy at Charter. “That’s the foundation to everything we try to do. For us, that’s to drive capabilities to let us become more efficient marketing partners for our advertisers, to turn around media campaigns and media plans, and to help them accomplish their goals and have the data to prove that out.”
This panel 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.
]]>Prompted by panel moderator Ashley J. Swartz, CEO and Founder of Furious Corp., to reflect on the transformation of Comcast over the last several years, Smith, who is SVP of Comcast Media 360, invokes the fictional Philadelphia-based company Kabletown.
“When you look at the legacy cable company created by Ralph Roberts, which was parodied on a show called 30 Rock, which is on a network we owned, and you look at where it is today, the way we look at it is in the eyes of the customer and certainly the advertiser,” Smith says.
He goes on to cite the “radical evolution of measurement” from C3 and its innumerable permutations along with the many choices consumers have for viewing video content. “I think it’s constantly evolving, but the one thing that we really do focus on and we have to be cause it’s competitive is the consumer experience,” says Smith.
When he mentions addressable TV advertising, Smith puts it into a larger perspective. “I’m so glad you’re taking this beyond just addressable,” Smith says. “I think addressable is a tactic. It’s part of a plan. It’s evolving. We’re all learning.”
While specialist companies like GroupM’s Modi Media are “very advanced” in the addressable TV space, “others are getting up to par,” according to Smith.
He then acknowledges the benefits of addressable TV for providing more accountability for advertising spending, in the process offering a caveat that’s close to home at Comcast.
“And for us, we want to do that,” Smith says of addressable. “But we’re a big advertiser. We spend a significant amount of money. So we want to use it too. But it’s all in the context of our overall media plan and the tactics that we deploy.”
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.
]]>But what does the future look like, now that operators are lighting up household targeting for connected TV ads?
Those two minutes could either get longer, or be more efficiently used, a Beet Retreat panel concluded:
Media General chief revenue officer Jamie Elden also joined the conversation.
The panel was chaired by industry consultant 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.
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