This episode of the BeetCast is hosted by Ashley Swartz, CEO and founder of Furious Corp and a longtime Beet.TV contributor.
Linear TV provides the reach and value that advertisers want. Furthermore steaming is not for everyone as a third of the country doesn’t have fixed broadband, Morgan notes.
While overall viewership for linear TV will continue to decline, CPM’s will rise and the overall marketing spend on TV will remain relatively stable, he predicts.
Please subscribe to the #BeetCast on your favorite podcast service.
The #BeetCast is sponsored by Tru Optik, a Transunion company.
]]>The macro change that will take place in the TV industry will be massive dislocations and reallocations of billions of dollars worth of media advertising spend over the course of the next number of months. This doesn’t mean that digital companies will be the winners and everyone else will lose. Rather, the steps that people and companies take right now will be a determining factor of their ability to stay afloat.
“Historically, we find that the companies that become the most myopic, that focus on how to just get through today, how to just get through this week, will find themselves running out of steam in a couple months as fatigue sets in,” Morgan says.
Those companies that are able to take a longer and more measured view will likely be successful. There could be unique business opportunities to come from the pandemic, too. Morgan said that Simulmedia has never been as busy as they have been the past two weeks. This is because there has been a general growth around advanced advertising and there have been significant cancellations in live sports, so billions of advertising dollars that were allocated for sporting events now cannot run.
“That advertising needs to happen,” Morgan said. “They need to create that awareness among those consumers to be able to meet their business goals.”
Simulmedia has spent much of their time the past few weeks redeploying money that was targeted to sports viewers so that advertisers could still hit those audiences. Morgan believes that this industry disruption is due to the advertising schedule being traditionally built off of tentpole events like March Madness and other large live events.
“We’re not going to be able to find audiences based on old truisms of types of content and types of programming,” Morgan says. “We’re going to have to rely on data, we’re going to have to rely on analytics, we’re going to have to rely on automation, we’re going to have to show advertisers real transparency. This is going to ultimately fracture infrastructure processes that were sort of baked in concrete over decades.”
Morgan believes it’s important to calm his employees in the short term, but more crucial to look ahead and explore what they will be doing in the third and fourth quarter of 2021 and 2022 and get prepared for the long haul.
“How the media industry responds, how we are able to deliver news, information, how we’re able to deliver entertainment programming to help people through this is going to be important, and that’s going to be paid for with advertising. We’re going to have to find ways to make this work,” Morgan says.
This video was recorded remotely using the #BeetCam
]]>CFlight was launched in the spring of 2017 to enable holistic video planning across platforms by measuring all live, on-demand and time-shifted commercial impressions. It initially was available for solely for NBC’s primetime and sports programming, Vazirani, who is EVP, Insights & Measurement for NBCU, explains in this interview with Beet.TV.
“Going into next year we will expand it across the portfolio, and we’re working through how do we make it less friction with the systems and what are the investments we need to make from an operations perspective to make this easier across the portfolio,” says Vazirani.
In addition to facilitating cross-platform planning, CFlight also was intended to “raise the bar on digital and provide guarantees on completed views” while providing a new way for NBCU to maximize ad inventory and yield portfolio-wide. “It was really a mechanism to deliver on our vision to measure across all screens, all platforms and have a unified impression measurement approach.”
She stresses the open source, transparent nature of CFlight’s methodology. After considering “many different partners,” including Comscore, Adobe and VideoAmp, NBCU chose Nielsen’s C3 and C7 TV ratings and its Digital Advertising Ratings for digital media.
“We know we’ll evolve it in the future, but the key was that this is open source and we are very transparent with our methodology.
According to Vazirani, marketers thought CFlight was “conceptually fantastic” at the outset and that agencies were also excited. She cites Simulmedia’s adoption of CFlight two months ago as it added OTT inventory to its campaigns as additional validation. But systems remain a challenge.
“We’re still on some of our older billing systems. How do we transform from an operations perspective to now report on it holistically and how does an agency ecosystem transform from that?”
In the meantime, NBCU is building “a continuum of measurement” from unifying impressions with CFlight being able to assign credit to television and providing marketers with a closed-loop evaluation of their campaign and, eventually, a series of campaigns.
This video is part the Beet.TV preview series “The Road to CES 2019.” The series is presented by dataxu. For more videos, please visit this page.
]]>NBCU’s aim with CFlight was to give advertisers a sense of how their marketing campaigns are being seen, regardless of time or location.
In this video interview with Beet.TV, Simulmedia CEO Dave Morgan, whose company helps brands use data and targeting to buy ads in linear TV, says: “It’s the most progressive thing we’ve seen in TV advertising measurement in ten years. since we had the C3.”
C3 was launched to include DVR viewing in TV measurement. But today’s viewing options are far wider than DVRs. And TV networks are struggling to retain advertisers because single-channel measurement shows declining linear viewership.
That is why the industry has been scrambling to piece together viewing across all devices.
“CFlight it lets you count apples as apples,” Morgan says. “(It answers questions like) ‘What is linear viewing?’, ‘What is C3 viewing?’ … whether it was delayed viewing or exact linear.
“The easier it is for more people to buy on the same thing, the more the marketplace will grow, the more it will accelerate, easier it is for spend to happen.”
This video is part of Beet.TV’s coverage of the Future of TV Advertising Forum 2018, London. The series is sponsored by Finecast. For more segments from the series, visit this page.
]]>TV operators are familiar with setting the terms of the deals through which marketers get to buy air-time – even the very process which leads to deals getting done at all.
But, in an age where digital media have ripped up rules of other advertiser funded channels, TV must also learn to let advertisers have more control.
That is the view of Dave Morgan, CEO of Simulmedia, a company whose platform helps marketers better target TV viewers.
“The future of all marketing and all advertising is building products and building processes that are centered on the advertiser,” says Morgan in this video interview with Beet.TV.
“They must exert more control, we need to let them determine the actual inventory they take on a spot-by-spot basis much more. We need to let them make decisions.”
Morgan is talking about a TV ad buying system that operators themselves have historically controlled – the annual “upfronts”, in which channel owners present their upcoming content roster for ad buyers to bid against ahead of broadcast.
Now TV is learning a thing or two from the web and online video, which have dispensed with these manual modes of selling inventory and instead sell through programmatic platforms, automatically.
Morgan says the lesson from search and social is that, when a publisher enables that for a buyer, it can say: “We think we’re both going to win.”
He acknowledges automation raises fears, but thinks it can grow the market.
“Particularly the smaller emerging marketers who would love to exploit TV, they don’t want to work the old fashioned way with hand-sold ads,” Morgan adds. “They want a high degree of automation.
“The pressures that the TV companies are under in the U.S. from Wall Street will drive them more towards putting automation in the places they need, so that they can invest in things like content development.”
This interview was conducted at the EGTA New York meetings hosted by Viacom. EGTA, the Brussels-based trade association of international television companies, is the sponsor of this Beet.TV series. For more videos, please visit this page.
]]>A growing number of companies is choosing both, rather than either.
Case in point – Simulmedia, which had, until now, majored on lighting up advertiser access to linear TV spots using data techniques, is now adding over-the-top TV ad inventory to its offering.
Through an integration with SpotX, Simulmedia says it can now offer buyers spots from 50 OTT streaming TV networks, Mediapost reports. comScore, Nielsen and NBCUniversal’s CFlight are also tapped for partnerships.
What’s the big idea?
“We needed more OTT inventory,” says Simulmedia president John Piccone in this video interview with Beet.TV. “We realized … there was a need to fulfill incremental reach for marketers and incremental revenue for the sale side on that.
Piccone says the first advertisers to take advantage are all direct-to-consumer brands.
“They grew up on this notion of digital marketing that want to make it to the big screen,” he says. “They need more reach. The first movers are going to get the best opportunity.”
So far, so good. Most big advertisers these days want to advertise on both linear and on-demand channels.
Bu Piccone says Simulmedia brings something new to the mix.
“A lot of people have been approaching the market from a digital-plus-linear perspective,” he adds. “We’re going the other way. Our experience is linear from a data driven lens and now we’re adding on OTT.”
]]>“There’s a really big mission. Whether AT&T itself is going to be able to do it or not we’ll see,” Morgan says in this interview with Beet.TV at the recent Xandr Relevance Conference in which he discusses his Simulmedia advanced TV solutions company having achieved profitability and its new Transparent TV offering.
Although AT&T has the means to distribute its own content, it will need to work with multiple MVPD’s to scale household addressable advertising. Simulmedia collaborates with about a dozen of the top US television companies to aggregate and scale audience targeting, so Morgan understands what’s at play.
“It’s certainly trying to bring together the whole ecosystem,” he says of Xandr. “I think it realizes that it’s going to require a lot of partners to get there.”
Asked whether the combined assets under Xandr—which include AppNexus—will constitute another walled garden, Morgan says that’s an overused term. It’s not a “binary issue” of whether a business is either a walled garden or not, he says.
“I think companies that use data have to maintain certain protections around that data for proprietary reasons, for privacy reasons. I think clearly AT&T is going to be able to leverage a massive amount of consumer data and consumer media data and communications data for advertising that will certainly be able to drive more relevance, the title of this conference,” Morgan says.
He expresses praise for AT&T CEO Randall Stephenson’s presentations at the conference, noting that Stephenson was “pretty clear” that he’ll be making more acquisitions. “He talked about why they did the deal, and he talked a lot of specifics about the advertising business and what they need to do.”
Morgan mentions in passing that Simulmedia has achieved profitability and explains the unveiling of Transparent TV in June of 2018. “We’ve unbundled our audience network offering so that we’re providing more direct automation to marketers,” he says.
With Transparent TV, advertisers can directly manage their campaigns against strategic audiences with total transparency on media outputs, marketing outcomes, competitive insights and pricing, according to a news release. This includes spots, networks, dayparts, GRPs and CPMs, and such marketing outcomes as reach maximization, conversions, and sales attribution and ROI.
This video is part of a series leading up to, and covering the Xandr Relevance Conference in Santa Barbara. For more videos from the series, please visit this page. This Beet.TV program is sponsored by Xandr, a unit of AT&T.
]]>Combining Xandr’s content assets with tech and ad delivery “is an exciting way to build an offering that hits both sides. It’s not just data and tech and targeting and it’s not just the content side. It’s a good marriage of both,” he adds in this interview with Beet.TV at the recent Xandr Relevance Conference.
Asked about the broader application of addressable TV advertising, Campanelli notes that Horizon isn’t in the camp of those who believe that all TV will be addressable in the future. He sees it more as a complement to TV’s broad reach.
“Addressable is incredibly important and it’s going to play a bigger role as time goes on and an increasingly important role,” he says.
But there is a caveat in the use of TV’s reach to influence people who may not be aware of particular brands. “The value is reaching consumers who are not in your target today but could be tomorrow. Or someone who is not in your target but could be a word of mouth to someone who’s in your target.
“So there’s a value in reaching people outside of your target and addressability is about just reaching that target effectively. They’ll to coexist together but we don’t see a world where it’s entirely addressable.”
How much of TV will be linear versus on demand is a different question to Campanelli, who nonetheless says the ability to reach mass audiences is crucial. “Addressable is a critical complement to that but it’s not the way that all of television should work.”
To fully understand the rapidly evolving TV space, Horizon formed a unit several years ago called Horizon Advance to explore addressable, third-party programmatic TV vendors like Simulmedia and new techniques like data matching.
“It’s a complicated space. We learned it and we had to immerse ourselves to learn it.”
As opposed to an activation team, Horizon Advance is more consultative for clients and other in-house teams. “It’s been a huge asset to Horizon and our clients,” says Campanelli.
This video is part of a series leading up to, and covering the Xandr Relevance Conference in Santa Barbara. For more videos from the series, please visit this page. This Beet.TV program is sponsored by Xandr, a unit of AT&T.
]]>Meanwhile, during this year’s TV Upfront season, “There’s going to be a much bigger focus on delivery across all platforms,” Steuer adds in this interview with Beet.TV.
He likens the networks’ embracing audience-buying, platform-based tools to a continuation of the evolution of better TV targeting from the likes of Simulmedia and unwired networks and “picking up where the TRA platform left off,” a reference to the technology purchased by TiVo before its acquisition by Rovi.
A big challenge to the buy-side, according to Steuer, is stitching together the various network offerings.
“In a world where the lines between linear TV and other digitally oriented methods for delivering television programming, whether that’s streaming services or video downloads or on demand from the cable operators, all of that is making it extremely complex to measure audience delivery across multiple providers,” Steuer says.
Gone are the days of a single TV currency based on Nielsen panel data, which are too small to measure more granular audiences.
“The more severe problem is finding those granular audiences across a variety of different platforms and delivery mechanisms,” Steuer adds.
On-boarding clients’ first-party data has led to many opportunities, but there are limitations to such datasets because they don’t provide a view of the entire marketplace.
“It gives you who your current customers are. That first party data is a great suppression mechanism if what you’re trying to do is go fined people who aren’t already your customers.”
On the plus side, first-party data can easily connect exposure with outcome “because you already know on a person level exactly who the people are.”
This Upfront will be Steuer’s second representing the buy-side, so he offers his thoughts with “a grain of salt required here.” He’s optimistic because given linear ratings erosion, networks aren’t to maintain the status quo while offering patchwork solutions “around the edges” to make up for ratings shortfalls.
“I think it’s going to be a different dialogue than we’ve had in previous years and one that has much more of a data informed story throughout, because the old way of saying ‘we’re really strong in 18-34’ doesn’t ring the clients’ cash registers anymore,” says Steuer.
This video is part of a series The New Marketplace for Television Advertising, presented by dataxu. Please find more videos from the series here.
]]>In advertising, buyers are getting excited about a world in which planning moves beyond the broad demographic audience targeting of yore, to a world of advanced TV, where granular characteristics and data can help target specific audiences viewing specific content.
But this emerging world is, itself, more granular than simply “advanced TV”. So, how do companies at the vanguard of the revolution make sense of the wealth of different tactics coming in to view?
A panel convened at Beet Retreat debated that question. Here is a flavor of what they said…
Simulmedia VP, Partner Relations, Marc Goldstein:
“There’s just so much out there, and there’s so much happening. What we’re able to do in the national TV space, to be able to find a custom audience to be able to guarantee that audience to be able to guarantee on a conversion to be able guarantee on ROAS (return on ad spend). These are things that we’ve been talking about for a long time and marketers have been talking about but we’re actually seeing them in action.
“The power of the traditional GRP still exists as the power of your television. I think in most cases we’re seeing marketers though realize that we can take portions of their budgets and put it towards these new opportunities.”
IAB mobile and video SVP and GM Anna Bager:
“(Advertisers) need proof points.”
“Where we as the IAB really are going to double down and do research and try and understand better… there’s a lot of questions around six second ads… ‘What does that mean for ad load, and what and in the long run does that mean for us and our profitability, and how are we going to make money here?’
DISH Advanced TV & Digital director Adam Lowy:
“The digital tech stack is opening up a whole new ballgame. You’re just finding an audience and I don’t care if it’s on iOS, Android, PC, Mac, Roku… you know, the DISH set top box doesn’t matter anymore.
“We’re going cross platform pretty soon… (There are) tremendous opportunities within live TV back to the big screen. We see a lot of sessions on mobile devices and we’re seeing a lot of people watching content like this.
“Six-second ads, we will see that. Will we see a collapse of ads and, you know, shorter pods? Yes, I think that works. In live TV, we probably won’t see that.”
Videology GM, Strategic Commercial/Business Development Tony Yi
“There’s certainly service providers that have capabilities technologically to do some of it right now. I think from a mass national level, though, you really need to have respondent level matching with your dataset to truly understand who you’re reaching if you can get device level even better.”
Google Strategic Partner Lead Peter Dolchin:
“Publishers just want optionality at this point. There’s still a very distinct way and legacy way of selling this inventory through upfront and so forth. But there are specific advertisers who are looking for new experiences.
“If you analyzed all your first party data in one place, and Google Cloud can help you do that, it starts to take down all of these silos that exist that have been really difficult for the entire industry. Once you have the ability to have all of your data in one place, you’re able to analyze it in a much faster way.”
The panel was moderated by MediaLink managing director Matt Spiegel.
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 certainly one of the objectives for us as well as for a number of partners that we work with in the space, and it certainly seems like it’s going to require a number of stakeholders to get to where the industry wants us frankly to be,” says Daniel Harrison, Head of TV Solutions for Oracle Data Cloud.
With 97 of the top 100 US advertisers and slightly less of the top 100 globally, there’s very little in the way of data that Oracle hasn’t seen on the digital side. Now a core focus, according to Harrison, is to “deliver solutions to all flavors of TV, from national linear to addressable VOD, linear to connected and OTT.”
Oracle doesn’t lack for partnerships in the TV space, counting Hulu as an early collaborator and also The Trade Desk, DataXu and TubeMogul, all of which have been “investing quite a bit to solve for TV through their own initiatives so we are working to align closely with them,” Harrison says in this interview at the recent Beet Retreat Miami 2017.
The first time that Oracle Data Cloud enabled its purchase-based audiences for linear national TV was through a linkup with Simulmedia, something company founder Dave Morgan called “a defining moment in the transformation of TV to a data-driven, audience-targeted business.”
Asked about the quest for unified, cross-platform measurement, Harrison says clients are indeed looking for a more holistic approach to planning and activating both digital and TV. That would mean no longer having to ““drop that digital audience that you’ve customized and invested a lot of time and effort into at the gate and then pick up a totally different audience derived very differently to solve for it in, let’s say, TV and other media.”
A second priority for Oracle’s clients is measurement, i.e. what’s really driving lift, and to bring its digital methodology to the TV space. “That’s where again you come up against the uniqueness of each of these different media types and the need to address them first in and of themselves and then in a more overarching way across media.”
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.
]]>Simulmedia CEO Dave Morgan tells Beet.TV his current company, which helps advertisers and agencies link consumer purchase behaviour to set-top box data, will switch on a software-as-a-service model in the next couple of months.
Until now, Simulmedia was working manually with its customers to tackle the emerging opportunities in advanced TV ad-buying.
“We built a lot of our tech platform anticipating that, at some point, it would be made available as software,” Morgan tells Beet.TV in this video interview.
“My previous two businesses both had standalone software offerings. We started last year to start unbundle that so we could disconnect the activation of the media service from the predictive analytic part of our platform and our user identity graph.
“We’re going to be launching our first beta customers over the next month, two months, and we’re going to have this in full production by the end of this year.”
In the last few months, we have covered moves by Time Inc’s Viant and AOL’s ONE to acquire and launch online software platforms as services that let ad buyers control more of the process.
Morgan says TV advertising has traditionally stood apart from – and, arguably, behind -other media channels, which have come up to speed with data-driven targeting techniques.
He says TV advertising should no longer be an “opaque silo”, with proliferating, fragmenting viewing across new channels meaning measurement is now full of holes – gaps that a a range of vendors like Simulmedia are trying to fill in.
We interviewed Morgan last week at the LUMA Partners Digital Media Summit.
]]>These and other insights emerged from a discussion about enhancing the value of traditional TV at the 2017 Beet.TV Executive Retreat. Moderated by MediaLink Managing Partner Matt Spiegel, it featured Arthur Mimnaugh, Head of Advanced Advertising for Adobe, and Marc Siegel, the CRO at advanced TV provider Simulmedia.
Siegel described the process of using advanced data sets to both predict where people are going to be watching TV and reaching them in a cost-efficient manger. Finding untapped audience potential can be counter-intuitive, as in “We’re seeing that if you’re a sports enthusiast, there’s plenty of those watching the cookie channel,” Siegel said.
The goal for Simulmedia is to generate unique audience reach by gauging how many new people a particular ad inventory unit will bring to an advertiser. This is typically a complement to an advertiser’s Upfront or base buy.
“There’s certainly a wide debate on what the right attribution model is,” Siegel said. “There is not a one-size-fits all when it comes to measurement.” It can range from a direct-to-consumer brand with lots of data to work with to those in consumer-packaged goods where data sets can have “a little less fidelity.”
Mimnaugh explained how Adobe helps marketers extend the information they already know about the users they already have in order to improve their viewing experiences. “One big area of focus is the collective group and the value of it,” he said in a reference to Adobe’s Device Co-Op, a network to brands to work together to better identify consumers across digital touch points. “So you can look at ad sequencing and targeting and other types of storytelling, when you’re merging that between what you’re going to do on traditional linear versus what’s actually happening on digital.”
Asked by Spiegel how advanced is the conversation about consistent consumer ID’s, Mimnaugh said, “I think we are seeing more and more of the notion of a common ID. It’s a process.”
For his part, Siegel noted that Simulmedia isn’t in the personally identifiable information business. “What we’re seeing is CRM’s collapsing with DMP’s identifiers and being able to transfer that over to linear has been a huge move,” he said.
This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.
]]>Simulmedia, founded by Dave Morgan, is the latest video ad-tech company to try moving more of its technology to a self-service model.
In this video interview with Beet.TV, the company’s sales VP Marc Siegel says: “We have some really cool things coming out in the next three to six months.
“Our platform, VAMOS, Video Advertising Marketing Operating System, is really going to be something that’s really going to be developed to put in the hands off our key customers.
“(It will) really allow them to use it more as a self-service tool, allow them to be able really to predict and plan on a people basis against really important custom target segments that they’ve built that we can ingest and that we can help to grow their business.”
In the last few months, we have covered moves by Time Inc’s Viant and AOL’s ONE to acquire and launch online software platforms as services that let ad buyers control more of the process.
The move from managed service to self-service is an emerging trend in ad-tech right now. Venture investment is turning away from business models where revenue is linked to ad spend itself, as VCs prefer the certainty of guaranteed recurring revenue and the efficiency of empowering customers to do the heavy lifting some ad-tech providers do behind the scenes.
Simulmedia’s tools give ad buyers access to ad inventory across nine MVPDs and 80 networks.
VAMOS’ Insights section is a self-service online portal through which clients can access reporting for their campaigns, request future campaign options, and receive fast and interactive results.
This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.
]]>That’s the worldview of Michael Zimbalist, CMO of marketing technology company Simulmedia, as he takes in the activities at CES 2017.
“The future will come,” Zimbalist says. “The future will be maybe like one to one, maybe not. One never knows. But there are so many things we can do today to optimize linear.”
Simulmedia does predictive planning informed by a single-source data set of viewing behavior from set-top boxes and smart TV’s plus purchase behavior. “We don’t have to be constrained by 40,000 plus Nielsen households,” Zimbalist says.
The company buys inventory from networks and cable operators to use TV as an “acquisition vehicle” for brands to gain new customers.
“When people talk about data, the most valuable data that any brand has is their customers,” he says. “The one asset that can’t be commoditized in this day and age if you’re a brand is your first-party data.”
The concept is to look forward instead of backward, according to Zimbalist. “We can now watch and see and anticipate what people are going to watch on TV, not just look retrospectively at what they’ve watched in the past to make a plan,” he explains.
Predictive modeling of viewing behavior as viewing behavior changes is a “fantastic opportunity” for planners, Zimbalist adds. “When you do that particular modeling against targets that are purchasers of your product and not just age and demo, you’ve optimized linear TV today,” he says.
This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For 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.
]]>Brands win best when they bring first-party data to the table, says the company’s Jeff Storan.
“The types of advertisers with which we’ve been able to deliver the most value are those that have large stores of customer data and have a direct relationship with their customers,” says the company’s marketing VP.
“Retailers, financial services companies, travel category advertisers… we can match their CRM data with our set top box data panel and use that as a basis for finding their target audiences. They can activate their own customer segmentations, they can use it to find within their customer segmentation more responsive audiences to their advertising message.”
The worlds of advertising and marketing are colliding because marketing, which often revolves around gathering and leveraging customer data, is now getting plugged in to advertising technology, which can super-target audiences.
There has been a lot of hype about that collision. And Storan says that customer data can best serve an ad campaign.
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.
This interview was conducted by Verte Group founder and CEO Tim Hanlon
]]>The rule would compel cable companies to offer their programming not just over their own boxes but through those of third-party vendors, too.
One ad industry veteran things that is going to shake things up – and quickly. “This is going to have enormous implications for all advanced TV advertising,” according to Simlumedia CEO Dave Morgan, pointing to three big changes:
Morgan’s Simulmedia helps advertisers place ads through new TV platforms, paying on guaranteed business outcomes.
“They’re world is going to change on them whether they want it or not,” Morgan adds. “If they don’t start availing themselves of data-driven TV advertising today, they’re going to be caught flat-footed.”
This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis. Please visit this page for more videos from Seville.
]]>That’s what Simulmedia, the ad technology vendor, is doing. Although the company focuses on helping clients find the best inventory in linear television, not online video broadcasts, Simulmedia strategy VP Jeff Storan says buyers of ads in that platform can benefit from measuring true return on investment. And that can mean something different to every advertiser.
“We’ve been doing more direct measurement of business outcomes that television advertising can drive for an advertiser,” he says.
“That’s sales by people who had seen television advertising, but it can also mean things that are more specific in given advertising categories – for a mobile game developer, it can be app installs, daily average use, average revenue per user.
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.
]]>“With the whole mantra that ‘television is dead’, actually, what we’re seeing is that it’s very alive and well alive when it comes to getting your money back in your marketing efforts,” Simulmedia chief strategy officer John Piccone tells Beet.TV in this video interview.
“We can match … people who have seem … or didn’t see an ad on television and what action did they take in a window of time that the advertiser sets. With an exposed conversion rate and an exposed conversion rate, you can see the lift that television advertising has.
“Television drives so much other activity in a digital environment. A blank search field is not how you build awareness.”
Simulmedia’s technologies aim to bring internet-like ad targeting to linear TV, and have access to 80% of linear TV ad inventory.
]]>Increasingly emboldened by the guarantees that are offered by online advertising, some TV ad buyers are calling for an improvement. And that is what former Tacoda head honcho Dave Morgan‘s current business, Simulmedia, is enabling.
“We decided to put our money where our mouth is,” Morgan tells Beet.TV in this video interview.
“We’re going to guarantee the actual performance of a branded TV ad against a measured biz outcome – typically, that’s purchase or sales, it could be website visits or a media mixed attribution model that the client does.”
Morgan says pricing TV ads based on their actual business effect “de-risks” the buy for advertisers: “Television advertisers has never had the closed loop capabilities that online have. Brand advertisers want to have their cake and eat it too. They want to make sure they have significant reach but also that it’s accountable.”
Morgan was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
]]>“We have access to set-top box data,” Simulmedia business development manager Michael Glantz tells Beet.TV in this interview. “We have great partnerships with Nielsen to get aggregated credit card data and CPG basket purchase data so we can target any purchaser of deodorant, or people who go to McDonalds a certain frequency in a month. We can look at who’s seeing our ads and who’s going to the supermarket or restaurant.”
So far, Simulmedia is mostly working on confirming purchases of small, high-turnover goods. Next, it wants to help longer-term advertisers like insurance providers and auto makers benefit, too.
Glantz was interviewed at Beet.TV’s annual executive retreat.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>Look for a convergence of digital trends, he predicts. “The big trends are: all media is going digital, all media is going on demand, all media is becoming personal and all media is becoming accountable. Those are certainties. There are questions about how it unfolds, but in next three to four years it will really hit,” he says, adding that the root of these changes began decades ago.
Morgan has helmed several leading firms in the industry, including founding and running Tacoda, the shop that launched behavioral marketing as well as the ad serving network Real Media. Now he leads Simulmedia, an audience-based TV advertising technology company that is focusing on marrying audience buying with TV, especially in the currently upfront. “I’ve been on a twenty- to twenty-five year path toward this digital change in media and advertising, and I didn’t want to miss the critical moments or innings in the game when we saw things that would take decades to develop finally happen,” he says in explaining why he’s stayed in the business for so long, and steered so many companies.
His tenure had led to being known as a “change agent,” and some of that comes from being in the right place at the right time, he says. “The number one thing to being a good change agent is to go someplace changing. Then pick the things you can actually affect. Big markets won’t be changed by one person or one company, but if you can read the trends right you can get in them.”
Morgan was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital. This is part of the Media Revolutionaries series presented by Microsoft and Xaxis. Please visit this page to view more from the series.
]]>“Marketers want to know how a campaign drives sales, so we bring datasets together, like credit card data and match that to our viewership for who is seeing an ad to what are they doing in the world,” he says.
The push to provide that level of insight on effectiveness comes from the marketers, and as a result Simulmedia has added new capabilities to its technology. Last fall, for instance, Simulmedia paired up with Nielsen to help track retail purchases. Via that partnership, Simulmedia can measure a TV spot against what purchases occurred when viewers saw the ad.
Coming next in 2015, he expects media companies to leverage more of their own data for media buying and planning.
Glantz was an analyst at Forrester Research before joining Simulmedia in 2012.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
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But now some marketers are beginning to demand publishers and networks charge them only when ads have generated an actual sale.
“The kind of accountability that the advertisers are getting used to is now infecting the TV marketplace,” according to Simulmedia CEO and digital ad veteran Dave Morgan, whose company is helping ad buyers plan TV campaigns with digital efficiency. “We’re going to see a shift from selling just on media outputs like gross rating points and demographics to business outcomes – by sales…
(This will be accomplished) not by a media mix model on what happens a year ago or a campaign you did nine months ago … but tying off on sales data with retailers, packaged goods companies and loyalty cards – connecting every singe TV impression to its individual impact at the household or personal level on sales.”
He was interviewed at the TV Of Tomorrow show in New York by Furious Corp. CEO Ashley J. Swartz for Beet.TV.
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