“People are still pretty confused about what’s possible and how it works,” Metcalfe explains in this interview with Laura Desmond at last week’s Beet Retreat in the City: Television Advances as Consumers Choose.

LiveRamp helps several hundred brands make the best use of their CRM data to implement people-based marketing across more than 500 publishers and digital marketing platforms, “and so there’s a natural extension in talking about television as well,” says Metcalfe.

In March, LiveRamp extended its IdentityLink platform to the TV space. Its Connect Select solution is designed to empower MVPD’s on the sell-side.

Educating LiveRamp’s brand clients has sparked a “tremendous movement on their behalf. I think we’ve got 40 brands that had never been in addressable TV working with us and executing campaigns in the last two quarters alone,” says Metcalfe.

Desmond was one of the early pioneers of addressable TV while at Starcom, beginning with a trial in Huntsville in 2005 with Charter and Comcast followed by more trials in 2009 and 2012.

“We actually were the mover that put DirecTV into the addressable business,” Desmond recalls. “In all four of those use cases, what we saw was a tremendous business case. Zapping was down by 33 percent, engagement increased anywhere between ten to forty percent. Yet the dollars aren’t flowing.”

Says Metcalfe, “There’s overwhelming evidence this works.” She notes that MVPD’s and companies like one2one Media “talk about how the majority of their business is repeat business. They have such high retention rates because once you try it, you see how well it works you come back.”

Underlying hurdles to adoption include brand procurement people not understanding why a CPM for an addressable campaign may be higher even though the effective CPM can be lower. Using a hypothetical household CPM of $25 for a non-addressable campaign, Desmond says, “It’s a good buy, it’s targeted but it comes with waste.” And while reducing waste can mean a higher effective CPM, “People have a hard time wrapping their arms around that.”

In a recent earnings call, LiveRamp CEO Scott Howe CEO said the company’s addressable TV unit is growing at a rate of 70 percent this year. What are the drivers of the growth?

“The activation of the buy side, I just can’t underplay that enough,” responds Metcalfe.

Another priority at LiveRamp is bringing TV-specific identifiers into its identity graph.

“Currently, our graph is PII based and email and mobile ID and device ID. We need to get to a point where we have IP to household that scales as well as the Roku ID or the Hulu ID or the Chrome stick ID. To really unlock those connected-TV cases to empower the networks to have a better understanding of true viewership of their content as well as the advertisers,” says Metcalfe.

This video was produced at the Beet Retreat in City & Town Hall on June 6, 2018 in New York City. The event and video series are presented by LiveRamp, TiVo, true[X] and 605. For more videos from the series, please visit this page.

In this interview with Beet.TV at the recent Cadent & one2one Media UpFront 2018 event, Ward pegs the spot TV universe at about $30 billion in advertising sales, with the NCC-aligned MVPD’s representing roughly $6 billion. “We actually think there’s a terrific opportunity to grow that spot business by bringing to the table many of the attributes that are going to drive the addressable marketplace around data, targeting and measurement,” he adds.

As with the new NCC division, which is expected to launch in June, the overall concept is to move away from traditional Nielsen age/gender audience measures and “deliver audiences in a more robust manner than traditionally has been afforded” to the local TV marketplace.

Across the 60 or so cable networks “that we insert advertising in each of our markets, that aggregate impression pool is about sixty to seventy percent of total viewing,” Ward explains. With two-thirds of viewing and one-fifth of dollars spent, “We think there’s opportunity to grow that core spot business by layering on increased levels of data, targeting and measurement focused in the spot environment.”

Although the sales structure of the new NCC division will rely on a “very much independent sales effort focused on the national addressable marketplace, we think the work we will be doing in that environment will also fuel the spot marketplace.”

This video was produced at the Cadent & one2one Media UpFront 2018 industry summit. You can find more videos from the series here. The sponsors for this series are Cadent and one2one Media.

NCC Media is owned by Charter Communications, Comcast Corporation and Cox Communications.

“Really what we’re talking about is all of MVPD inventory in the live linear environment, the on-demand environment as well as the digital environment,” Ward adds in an interview with Beet.TV at the recent Cadent & one2one Media UpFront 2018 event.

“That’s really one of the primary drivers behind the creation of the enterprise. How do we begin to federate those solutions” in a horizontal manner.

Comcast Media 360, Comcast Spotlight’s former national advertising sales team, will form the foundation of the new unit together with resources from NCC Media, Charter Communications and Cox Communications, NCC media said in a news release.

The second goal—data consistency—will address such advertiser concerns as audience segment definitions, which can vary from one media company to the next. Ward also wants to extend that consistency to analytic and data partnerships to bring uniformity to “what is currently an irrational marketplace.”

Simplification will require structuring “an end-to-end solution” to ensure that transacting national addressable TV campaigns is profitable for advertisers.

“Nobody doubts the sound strategy of using richer data to more precisely deliver audiences and measurement those audiences in more robust ways,” says Ward. “But we’ve got to encase that transaction in elegant architecture from pitch to pay, such that the process is simplified.”

The new unit within NCC Media will use viewers privacy compliant, non-personally identifiable data. This is not an issue because the companies involved are subject to 1980’s rules that Ward characterizes as “probably the strongest consumer protection language in the marketplace.”

All of the aforementioned goals have one common thread: To move national TV targeting, measurement and attribution into the future.

“We don’t fundamentally believe that the future of television planning, buying and measurement will sit on top of an age/gender definition and on top of a panel-based survey methodology,” Ward says.

He takes a broad view of the term “addressable” and points to other forms of audience targeting, including by geography. “Our addressable strategy is part of an overarching targeting approach that also takes into consideration various lenses. Context, device, geo and ultimately household,” Ward says.

This video was produced at the Cadent & one2one Media UpFront 2018 industry summit. You can find more videos from the series here. The sponsors for this series are Cadent and one2one Media.

“We’re a one-stop-shop for national addressable scale,” Bologna adds in this interview with Beet.TV. “We package everything together.”

To improve simplicity and reduce complexity, “Our business is, for the most part, identifying a particular segment, dynamically inserting a television commercial to that household via that segment, and then tying that ad exposure back to a sale.”

In describing the addressable marketplace, Bologna depicts a landscape with multiple systems, technologies, data sets and reporting scenarios.

“In the absence of a single platform that ties all of that together, it makes the process laborious, cumbersome, sometimes monotonous and frankly difficult and frustrating.”

To execute addressable TV at scale typically entails “making phone calls to eight, ten different systems,” among them MVPD’s, satellite operators, telecom companies and smart-TV providers.

“You’re applying multiple different data sources, you’re integrating multiple different measurement systems. That’s where the bandwidth comes in and that’s where the complexities come in,” Bologna says.

So even if there’s no question that if executed properly, the return on investment is there with addressable, sometimes that return “from a time perspective might not necessarily be there and that’s what we solve. We have everything already aggregated together.”

The majority of one2one Media’s inventory derives from the local two minutes per hour of cable inventory that is owned and operated by MVPD’s. While some national TV networks also make addressable inventory available—the majority of it VOD—along with some broadcast inventory via smart TV’s, those two sources comprise “less than ten percent of the inventory in the business right now.”

One indication of the value of addressable TV, according to Bologna, is that more than 95% of one2one Media’s advertisers “come back and they usually come back at a higher budget because they see the results.”

This video was produced at the Cadent & one2one Media UpFront 2018 industry summit. You can find more videos from the series here. The sponsors for this series are Cadent and one2one Media.

These trends will help to change the TV business “more in the next two years than it has in the last fifty,” says Jamie Power, Chief Operating Officer of one2one Media.

In addition to aggregating linear TV inventory, one2one does the same for addressable video supply. “Anyplace we can apply the same data and then get the measurement on the back end we’ll do it,” whether it’s OTT, mobile or desktop, Power adds in this interview with Beet.TV.

Goals vary by advertiser needs—from sales lift, web traffic or foot traffic to physical locations. “We can even tie addressable exposure back to social media chatter.”

Post-campaign analysis indicates return on ad spend. One2one knows by category and advertisers “how much they can pay and we’re able to go back and adjust the pricing,” Power adds. “So you’re able to finally ad some transparency to television and see what works, what doesn’t work.”

Knowing what doesn’t work is valuable feedback “because you’re able to go and make adjustments to future campaigns.”

In the simplest terms, MVPD’s that are able to offer addressable advertising have invested in technology to make their set-top boxes function like digital ad servers.

One2one is “starting to look at matching the smart TV device ID, IP address and ACR technology” to make addressable TV perform more like digital media, which will enable in-flight campaign optimization. Legacy systems cannot do this because “it takes a couple of weeks to populate the set-top boxes and get the right messages to right households,” Power says.

For brands with very broad consumer targets, addressable might not make sense unless, say, those brands want to conquest against competitors. Many advertisers start testing addressable by working with one TV provider then scale up from there.

Power cites the example of an online retailer with which one2one has worked for four years. At the beginning, the retailer’s total targeted households were 700,000 and it achieved a return on ad spend of $300,000. This year, its campaign reached more than seven million households and its return was in excess of $6 million, according to Power.

This video was produced at the Cadent & one2one Media UpFront 2018 industry summit. You can find more videos from the series here. The sponsors for this series are Cadent and one2one Media.

As advertisers increasingly seek better audience targeting and efficiency, “The marketplace has kind of come our way,” says the company’s President of Advertising Sales, Jim Tricarico.

Less than five years ago, Cadent was “a DR product,” Tricarico explains in this interview with Beet.TV at the recent Cadent & one2one Media UpFront event in Manhattan. “It was a way for people to get inexpensive GRP’s. But we knew that in order to evolve, we had to create a network-like solution.”

That solution is used by a host of premium brands, including Amazon, Home Depot, Johnson & Johnson, L’Oreal and Procter & Gamble.

Tricarico says Cadent can access network inventory for advertisers at a 30% to 50% discount from direct-network buys. “We’re never out there saying we’re better than network, we’re instead of network. We really just want to be a complement to network and solve some of those problems that are going on in the marketplace.”

Cadent has access to inventory on all networks and such major sporting events as the Olympics and NCAA tournaments.

A TV veteran whose background includes stints at MTV Networks, Viacom and Screenvision, Tricarico smiles while noting that some people talk about data as though it never existed before. “Every plan has data behind it. The question now is how deep is that data that they’re using,” he says.

Noting that Cadent eschews “walled gardens,” Tricarico says the company does what data tells it to do.

“Whereas when you go to a network group, they actually optimize to their portfolio because they don’t have access to every network. We buy directly against the data and optimize to the data and not to the portfolio.”

In addition to its own data, Cadent has partnerships with companies like 605, which has access to Charter Communications’ 10 million set-top boxes, and with Adobe and Videology. Cadent can cross-reference advertisers’ data with that of 605, “or we become more of an execution arm where we work with the Adobes and the Videologys of the world to execute on the fact that they’ve already put data over their plans and they use us as the inventory source.”

To broaden its footprint on the local broadcast side, Cadent has spent the past year hiring an internal buying group and now has relationships with more than 600 local TV stations, according to Tricarico.

“People are so desperate to find efficient GRP’s that even in cable there’s not enough reach to find them all. What’s growing so much right now is both news and syndication on the broadcast side.”

This video was produced at the Cadent & one2one Media UpFront 2018 industry summit. You can find more videos from the series here. The sponsors for this series are Cadent and one2one Media.

“We have knowledge and capabilities to essentially put dollars to work over three-, six-, twelve-month campaigns like we do in Upfronts,” the CEO of Cadent and one2one Media adds in this interview with Beet.TV. “The evolution of addressable will follow the same evolution that I think advanced TV has.”

At this month’s Cadent & one2one Media UpFront event in Manhattan, the sister companies brought together industry leaders to discuss the state of advanced and addressable TV, along with end-to-end solutions encompassing mobile and over-the-top viewing.

Troiano shares two takeaways from the event: TV’s standing in the media hierarchy and the evolving role of data in driving brand engagement.

“With all that’s happened in the marketplace and the changes over the last couple of years, TV still is a dominant medium for brand advertising and will continue to be so,” he says. “Second, the use and influx of data is forcing evolution and change within our industry. Facebook, Google certainly have some of the best data in the space, but data isn’t what drives brand engagement. TV does.”

While the evolution will take time and will be accompanied by “bumps in the road,” the best way to achieve it is through collaboration by advertisers, programmers and technology/platform companies.

“I think if we keep true to the value of television, what it means for our advertisers and for our clients, and find ways to take advantage of what technology and data offers, we’ve got a bright future,” says Troiano.

Troiano says no one questions the value of addressability and the application of data to bring digital-like capabilities of ROI to TV. “The challenge that the industry has encountered is how do you actually make it easier to simplify that process to execute addressable television across a national footprint.”

In the past year since one2one Media joined Cadent under the Cross MediaWorks umbrella, “we’ve invested tremendously in technology and workflow. It’s exactly what we did with Cadent over the past three to four years where we brought scale and stability and ease and transparency to an unwired base of inventory.”

Asked to look ahead, Troiano thinks data-driven television “will continue to be a much bigger play for next year, a percentage of the media buy for the Upfront. The evolution of addressable will follow the same evolution that I think advanced TV has. Two years ago they dabbled with it. This year it’s going to be a significant part of the upfront, at least the upfront discussion.

“Whereas next year I think there will be a larger percent of the transaction in the Upfront for advanced TV, addressable we expect to be the same thing for next year.”

This video was produced at the Cadent & one2one Media UpFront 2018 industry summit. You can find more videos from the series here. The sponsors for this series are Cadent and one2one Media.

“For us, it goes back to the simplicity of understanding the consumers really well,” says the company’s VP of Brand Marketing, Tim Goldsmid. “As a small advertiser company, we have to do that better than larger companies. We don’t have the scale.”

Smaller brands “need to be very clear about what it is you want to accomplish, and then once you’ve got your media plan together or your plan of attack, you want to make sure you’re measuring and learning,” Goldsmid explains in this video interview with Beet.TV taped last week at the Cadent & one2one Media UpFront event.

Jack Link’s identifies specific needs and then matches up the appropriate consumer targets with the most appropriate media channels. “We do a lot of measurement and read on the back side and then scale from there. So we have a lot of little tests going on to see how we can connect with consumers and then move it forward from there,” says Goldsmid.

If the chosen medium is TV, Jack Link’s will shoot “multiple amounts of content and then we’ll optimize and get feedback. We have a partner that can tell us which spots or which creative is running, whether it be digital or TV, and then we optimize from there.”

One of the brand’s partners is Cadent “because they bring a solution that allows us to be much more efficient in the marketplace that we couldn’t get if we weren’t working with a partner like them. If we were going straight to networks.”

By working with Cadent, Jack Link’s is able to localize because Cadent buys media on the local level and offers “different solutions and products that allow us to go into different markets.”

Having worked with other small brands, Goldsmid says it’s all about testing, learning and then scaling.

“You need to basically be scrappy and push your agency or partners to find different solutions, like a Cadent, like other partners that are out there,” he says. “Because it’s not a one size fits all solution anymore. There are very different ways that you can put your marketing model together.”

This video was produced at the Cadent & one2one Media UpFront 2018 industry summit. You can find more videos from the series here. The sponsors for this series are Cadent and one2one Media.

That goal is “to be to find the right segment and then create all these different creative executions for the ads to resonate at higher rates,” says Jamie Power, COO of addressable inventory aggregator one2one Media.

Right now, “the majority of clients are only using addressable as a means to increase frequency against high-value households simply because they can’t afford to do four spots,” Power explains in this interview with Beet.TV at the Advanced Advertising Summit. “And it works.”

But it works even better when advertisers create multiple spots. “We see that it resonates at higher rates and we see higher ROI. But then when you factor in the cost of the creative, then the ROI goes down. So we just need to work out the creative model.”

The traditional creative model “doesn’t work because creative is too expensive. So I think there’s going to have to be modifications made to efficiencies around creative so we can have different segments against different creative units.”

Over the past half-dozen years, addressable has been expanding to ever-larger scale “but it’s been challenging for advertisers to execute,” Power says.

one2one Media aggregates inventory that can now be targeted to some 63 million households and, by the end of the year, to 70 million. It has data from 7.5 billion impressions that can be mapped to every type of business outcome.

“I’m able to understand what a brand wants to do and then I can start a plan at an optimal place. We also have integrations with all the providers to get the back end media delivery.”

The company still works mostly with agencies but as some marketers take programmatic media in-house they are considering programmatic addressable. “The clients that we work directly with, they put that in their programmatic bucket,” Power adds.

She says addressable can work for any product/service category “As long as it’s the right use case. If a client tells us what they want to achieve, I think there’s an application for addressable.”

The plethora of data available enable Power to show sellers “what a client can pay to make sure that the ROI is going to pay out. A category like CPG is obviously going to pay a lower CPM than auto or financial.”

While addressable ads won’t be going the route of other media inventory during Upfront negotiations, “I think clients will hold money back for these data driven tactics in television.”

This video was produced at the Advanced Advertising Summit in New York. Please find more videos on this page from the Beet.TV series presented by 4C.

While pursuing these topics can lead to circular conversations—everyone agrees on the need for change but no one thinks it won’t happen soon, if at all—such discussions actually help to clarify a very complex landscape. This was the goal of a panel at Beet Retreat Miami 2017 featuring executives from FreeWheel, one2one Media and digital-first agency Essence.

Moderator Matt Spiegel, Managing Director of strategic advisory and business development firm MediaLink, kicked things off by asking for specific suggestions that would remove roadblocks from the advanced TV space. What follows are a sampling of responses.

Adam Gerber, SVP, Investment, North America Essence: “Everyone’s got different agendas. The MVPD’s don’t want to allow me to bump my first-party data up to their set-top boxes unless I’m buying local media through them. That’s not a long-term success for anyone in this business, to link business models that don’t need to be linked. On the distribution side, there are affiliate agreements that restrict national networks from selling local inventory. That’s going to cause a problem if we’re talking about moving to an addressable model where national networks want to be able to sell.”

Mike Bologna, President, one2one Media: “Unfortunately, I agree with a lot of what you said. It really comes down to how we articulate change in our business. Everybody around here knows that nothing moves quickly in this business when it comes to change. We’re all used to thinking cheaper is better. So in terms of moving this along, it’s about identifying how something might cost a little bit more but the return on it might be more than the X factor of that cost.”

Herve Brunet, GM, Markets, FreeWheel: “We’re living in a world where video sits in two worlds, basically linear TV and digital video, and these are still two silos and they’re run separate at the agency level but also at the publisher level. We think that needs to become a lot simpler, it needs to become one pool of inventory, it needs to become one way for the buyer to find their viewers, as opposed to two different ways.

So how long will silos hold back progress, asked Spiegel.

“I think we are going to continue to see it rise in silos because there isn’t one person that can actually snap their fingers, make a decision and bring it altogether,” said Bologna. “But that doesn’t mean that it isn’t worth doing all the work and working through all those silos if the return pays out, which can be demonstrated with the proper data.”

Gerber pointed out that consumers want two things: live and on-demand programming. Delivery mechanisms are irrelevant. “They don’t give a rat’s ass whether it’s through a DVR, through their VOD platform, through a connected TV app, through any other number of mechanisms that get the content to their screen,” said Gerber. “It’s not about platforms it’s about experiences and it’s about delivering an ad in those experiences.”

Organizational malfunction isn’t going away anytime soon, noted Bologna. “It exists at agencies, it exists at media companies, it exists at the brands. In my opinion, the best we can do is work within the organizational malfunction and do the best we can.”

Gerber cited the status quo of how brand portfolios do business, beginning with their budgeting processes, explaining how it works against an addressability model. Using the hypothetical example of a telecommunications company, he said it should be able to message across various product suites based on what it knows about its customers.

“But if they’re building their brand budgets and their campaigns from the product level up, addressability doesn’t scale,” said Gerber. “Because what you want to be able do is push addressability from the top down. When you know about a consumer and they’re in a particular mental state in terms of purchase you want to serve them the right product. Serving them the right product that’s out of flight because it doesn’t align with the brand budget doesn’t work. So client org structures have to completely flip in terms of how they manage their marketing budgets for this to work.”

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.

“TV shouldn’t be looking at Facebook or Netflix and saying they’re stealing our revenue,” says Alfieri. “TV should be saying what are Facebook and Netflix and Amazon and Google providing that the customer, the marketer, needs today and how can we also provide that.”

In this interview at the recent Beet Retreat Miami 2017, Alfieri also posits that brand marketers that do not take control of their data and have in-house data science capabilities are going to lose to those that do.

Alfieri is a recent addition to Cross MediaWorks, the network composed of video specialty firm Cadent, full-service agency TCA and one2one Media. He’s returning to the TV side from technology platform company Turn and admits to a particular “bias” for marketing, of which he learned the classic version in pre-digital college.

He cites a gap between people like himself who graduated from college in the early 1990’s and recent grads who possess more data chops and affinity. That gap has posed a problem for many brand marketers that “don’t understand the importance of a data foundation or a technology foundation in their own shop.”

Going forward, marketers that lack control and ownership of their data—along with the in-house capabilities of continually gathering data to comprehend the changing needs of their audiences—will be left behind.

“You’re going to lose to those companies who can. If you’re outsourcing those activities and you don’t have those core competencies internally, you’re ultimately going to fail,” Alfieri says.

He adds that it’s incumbent upon marketers to stay on top of data and technology so that they are in a position to drive change in the industry. They can “put pressure, positively, on the marketplace to be creative and start working together.”

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.

That is according to one executive in the space who co-founded her own company to help advertisers benefit from the opportunity.

“I think we’re early days for OTT, the targeting layer just started,” one2one Media’s COO Jamie Power says in this video interview with Beet.TV. “But, as a marketer, you have to pay attention to OTT, because that’s the way the audiences are shifting.”

Mike Bologna and Power – who were CEO and managing partner, respectively, of GroupM’s advanced TV unit Modi Media – are now president and COO of one2one Media, a company helping agencies to plan, implement and measure advanced TV advertising on multi-channel video programming distributors.

Since inception, the company has launched an intelligent entertainment platform and an analysis tool for on-demand movie consumption.

Consumption is growing, and advertisers are taking interest – but Power says the journey is not yet complete.

“What’s broken right now in television is that we’re not measuring TV viewing across all these different screens,” she adds. “Once that happens, marketers will be more and more comfortable shifting dollars into OTT.

“With a generation of cord-nevers and cord-cutters, and people experimenting with different ways to get content, marketers need to get in the OTT game.

“Addressable television, if you think about it, it’s 100% viewable impression. There’s no bots hitting in your living room. There’s no fraud. Everyone needs to really start embracing technology.”

This video is part of series on developments with OTT. The series is presented by Sling TV and DISH Media Sales.  Please find more videos from the series here.  For the Sling/DISH report on OTT and the marketplace, download this report.

Now the big issue is “consistency,” Bologna says in this interview with Beet.TV.

“Addressability is still very much a system-by-system product. And the advertiser wants scale. So in order to really give them that scale, the various systems and products need to be stitched together and presented as one.”

Bologna will be one of more than three dozen featured speakers at next week’s Beet Retreat Miami, where industry executives will gather to discuss the coming of age of targeted TV advertising.

The scale of addressable linear TV is another longtime industry talking point. Now Bologna says it’s no longer an issue because by the middle of 2018, there will be in excess of 70 million households capable of being targeted with addressable ads. “That’s huge. So scale isn’t a problem.”

Inventory is a different story, being limited as it is to the two minutes of local time made available for addressable campaigns.

“There’s a lot of discussions going on now about once we’ve utilized all of the two minutes per hour that we’re currently working with now for inventory that there will be some national inventory involved,” says Bologna.

Last spring, one2one Media set out to leverage an integrated set of systems and technology to drive efficiency and yield by automating workflows and providing a unified reporting approach for addressable video. It also works with skinny bundle pioneer Sling TV, which like other OTT providers is expanding the pool of targeted TV avails.

“The beauty of Sling, because of the way it’s technologically set up, is it has the ability to deliver real time addressability in the forms of both targeting and attribution,” Bologna says. ““So the addition of Sling to the addressable pool is actually a very good thing and something we’re excited to expand in.”

The flip side to OTT generating more ad inventory is fragmentation, according to Bologna, something that one2one Media has set out to alleviate.

“I can’t say I’m terribly upset about it,” he says of fragmentation.

This video is part of series on developments with OTT. The series is presented by Sling TV and DISH Media Sales.  Please find more videos from the series here.  For the Sling/DISH report on OTT and the marketplace, download this report.

Last spring, one2one Media set out to leverage an integrated set of systems and technology to drive efficiency and yield by automating workflows and providing a unified reporting approach for addressable video. Six months later, President Mike Bologna voices no regrets.

“Our thought process has been spot on. There’s huge demand in the market for what we’re doing and the reception from agencies and advertisers has been fantastic,” Bologna says in this interview with Beet.TV at the Masters of Marketing Conference of the Association of National Advertisers.

One-to-many could well describe advertisers and agencies “having to communicate and talk to 12 different systems using 40 different pieces of technology and 100 different data partners,” Bologna adds. “We do that all for them.”

Right now, the primary source of addressable video right comes via the two minutes of ad inventory each hour that MVPD’s serve up either through linear or the video-on-demand stream. This represents most of one2one Media’s campaigns, with the other 30 percent extending out on to connected television, tablets and smartphones.

“Because we use the same data sets and the same matching agents, we’re able to create an unduplicated reach and frequency of the ads delivered to those specified segments and then tie it back to sales,” Bologna says.

Advanced TV company Cross MediaWorks launched one2one Media in April of 2017, adding to a portfolio that consisted of creative and media agency TCA and video solutions provider Cadent.

“Over last six months alone we’ve seen an increase in customer billings by over 50 percent. That leads me to believe that the industry is really starting to tie together the value of a one-to-one video spot and the sales attribution associated with it.”

This video is part of a Beet.TV leadership series produced at the ANA Masters of Marketing Conference, 2017. The series is presented by FreeWheel. Please find more videos from Orlando, visit this page.

“Right now the scale for addressable television – either linear or VOD – is  57mn,” says one2one Media chief operating officer Jamie Power in this video interview with Beet.TV. “That’s about half of all US households.

“That number will grow to about 70mn households by the end of 2017. So, we have scale there.”

Power is one of two of advertising execs who set up and led GroupM’s advanced TV advertising division, and who have now moved on to run their own, independent company in the Cross MediaWorks portfolio.

Mike Bologna and Jamie Power – who were CEO and managing partner, respectively, of Modi Media – have become president and COO of one2one Media, a company helping agencies to plan, implement and measure advanced TV advertising on multi-channel video programming distributors.

“It’s the most exciting time to be in television right now,” Power continues. “We’ve always known that television works, we  never had the data to prove it. Now we have all this data we’re able to show clients that TV does more than drive awareness.

We can target prospects, we can drive conversion. We can use smarter targeting, like we’ve done in digital for years.”

one2one sets out to aggregate addressable inventory and create a managed service so that, instead of talking with multiple MVPDs and working with multiple different data sets and trying to stitch together measurement and sales data, it can all be done by one2one.

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.

Mike Bologna and Jamie Power – who were CEO and managing partner, respectively, of Modi Media – now become president and COO of one2one Media, a company helping agencies to plan, implement and measure advanced TV advertising on multi-channel video programming distributors.

“This is the third job of my life,” Bologna tells Beet.TV. Prior to that, I was with GroupM and WPP for 19 years and, before that, I was pumping gas at Texaco gas station.

“What the industry lacked was an independent entity to bring together all the various constituents to make this a one-stop shop. Taking data, matching it against subscriber files and sending different ads to relevant households and tying it back to sales… that’s a lot of work, and a specialised skill set.”

one2one sets out to aggregate addressable inventory and create a managed service so that, instead of talking with multiple MVPDs and working with multiple different data sets and trying to stitch together measurement and sales data, it can all be done by one2one.

The move connects back to Bologna’s association with Nick Troiano, the former CEO of advanced TV advertising company BlackArrow, whose acquisition by Cross MediaWorks in 2015 also made Troiano CEO of the group, which serves as a holding group to Cadent, The Cross Agency and now one2one.

This video is part of Beet.TV’s coverage of the 2017 NAB Show in Las Vegas.   The series is sponsored by Ooyala.  For more coverage of NAB, please visit this page.