“I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna Global, tells Beet.TV in this video interview.
“We’ve been on a journey for a long time where now TV is (supposedly) going to be empowered with better data and technology than ever before and I think we’re on the beginning steps of that journey. But, I do think the upfront (for TV ad sales) is not going away.
“The upfront won’t die. It’s a very strong part of the way a client goes to market.”
Although ad buyers can buy specific audiences who may be watching a diverse range of content, Bayer says there will continue to be value in the process of committing upfront ad spend against a specific TV show. But he does see addressable TV reaching 100 million-home scale in the US, something which will tempt advertisers away.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
Bayer was interviewed on stage by moderator Ashley Swartz, CEO of Furious Corp.
You can find more videos from the Beet Retreat on this page.
]]>“The concept of being able to target according to CRM data on television is crazy-unique,” says Eyeview CEO Oren Harnevo, whose company helps deliver addressable-TV ads. “It hasn’t really started to scale. This year is a very big opportunity for brands to put more money in.”
“MSOs and MVPs have done a really good job in terms of opening up their data. Digital has been growing so fast and has been so accurate. When they open up, agencies, marketers and the vendor community start to take it in. Now there’s a wave of this starting to happen.”
Eyeview this month placed at nine in Deloitte’s Fast 500, an index of annual growth in technology, media, telecommunications, life sciences and energy tech companies in North America.
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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The new, Videology-connected software aims to help media owners better manage and monetize their ad inventory. Adobe’s Primetime group product manager Jonathan Tabak says there are three elements:
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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“(It) is going to allow us the opportunity to live-sync digital audiences with a TV set using first- or third-party data, which gives us this universal view of the value of audience,” according to the company’s programmatic TV VP Randy Cooke.
“That’s ultimately what we’re getting at here, is ‘What is that value of audience and how can a media owner extract that value across all distribution channels?’
“(The) long-term goal here is to enable media owners with sort of a closed loop view of RROIY at a campaign level. If you think about the ability to sync audiences across screens, what you effectively can do is create a campaign stream for a media owner that allows them to value inventory inside of a campaign.”
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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In this video interview with Beet.TV, Adobe Primetime business development director Jim Bennette says the team has three priorities for 2016:
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.
]]>“You do have to pay a premium on a CPM basis for addressable,” MediaVest advanced media SVP Jonathan Bokor tells Beet.TV in this video interview. “However, your effective CPM is generally going to be lower if you structure the campaign correctly because there are a lot of impressions that you no longer have to serve.
“If someone just leased a car a month ago … you don’t need to serve them (ads) at that time. In a national cable or broadcast campaign, you’re going to expose all those people. With addressable, you can eliminate them from the target, and you don’t have to pay for that exposure. You’re eliminating the waste. It is more efficient.”
Bokor says MediaVest is currently placing super-targeted ads on TV for auto and consumer-packaged-goods advertisers, and is even able to trace the effect of ads all the way through to purchase. ” These are things we’ve want ed to do for as long as television’s been around,” he says.
We interviewed him last month at an event hosted by Mediaocean on the topic of Social TV.
]]>A range of software and data providers is helping brands to do that, and Nielsen is one.
“We ingest the Twitter firehose,” says Nielsen Social president Sean Casey. “We measure the Twitter response to television in the United States, Australia, Italy and Mexico through Nielsen Twitter TV Ratings.
“Networks are looking at social information while the show airs to understand where were the spikes in the programme that elicited the greatest response. They know which are the clips they should distribute across their platforms and social platforms.”
Advertisers can also tap in to what viewers are doing whilst they aren’t watching their TV ads to enhance those campaigns.
“Our data shows, if the advertiser is interested in one of their goals being to drive earned media, advertising in that social program has a much greater likelihood of driving earned media,” Casey says.
We spoke with him last week at Mediaocean event about social TV.
]]>“We’ve come a long way, but adoption is still really early,” according to
Videa president Shereta Williams, whose company aggregates TV ad spots in to a supply-side platform, connected to buying platforms like Mediaocean, Videology and Adapt.TV (AOL).
“The next 12 months will be about getting that adoption curve… a lot more scaled supply available for buyers to buy. We’ll start to learn what are the right business rules, the right metrics, how much of an impact can this really have.
“It will be a lot of learnings over the next 12 months, and 2017 is when you’ll really start to see money shift in to this channel in a big way.”
Although tools like Videa are giving TV ad buyers digital-style chops, few go as far as facilitating linear TV ad buying in real-time, like some online display ad tech platforms. Williams is amongst the platform bosses who thinks it is better to work with the TV industry’s traditional norm of doing ad deals much farther in advance.
]]>“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.
]]>“There’s a bit of both conversation and concern that TV is going to move all the way down the funnel and be a direct-response medium,” Launce Neuhauser tells Beet.TV in this video interview. “(That) negates one of the biggest benefits that TV has, which is its ability to reach large audiences and change brand preference.”
Neuhauser says advertisers are going to need TV – but the reason may surprise you.
“People are actually having babies at a slowing rate compared to the generation before – the amount of new consumers coming in to market is lessening,” he observes. “The biggest (ad) spenders are having a harder time continuing to grow. They’re going to have to reach and retain their current customers. They’re going to have to reach new customers and change their brand preference.”
Neuhauser says that’s what the scale and reach of TV excels at. So why throw the baby out with the bath water?
Programming Note: He will be a speaker at the Beet.TV executive retreat next week in Florida.
]]>AdVance is the name given to a new suite from the company’s Sky Media ad sales division, threading together data from TV and internet to give advertisers new possibilities.
“We are trying to break down the barriers between TV and digital to enable linear TV viewing data to power digital ad serving,” Sky Media deputy MD Jamie West tells Beet.TV in this video interview. “Sky’s in a position to do that because we have … a three-million-household, second-by-second viewing panel.
“When you overlay that with IP address, device ID or cookie ID, you have an opportunity to serve sequential stories across platforms.”
For Sky Media, which has long sold ads on the web as well as on TV, it is part of a multi-platform initiative.
“The next challenge for Sky is to think about how we can evolve in other media – not just thinking about addressable TV,” West says.
“Advertisers are asking us to work much more closely with them across all media, not just TV. A campaign is planned holistically across all media – but, when it comes to execution, that campaign is served in silos – TV is bought separately to press and radio.”
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>But what humps are still in the road to an addressable future? In a panel on the topic, these executives discussed the topic…
Modi Media president Mike Bologna
“Almost 50%, 47 million households, of the United States now has the ability to insert an ad at the household level.
“Demand is where it gets a little bit tricky. To truly benefit … the advertiser needs to know who they really want to reach… a really granular segment. This requires advertisers to think about, ‘Do I want to reach drivers of a specific vehicle?’ That requires pooling together different data sources.”
Starcom MediaVest SVP Steve Murtos
“As we start to scale, we need more automation. Agencies need to help advertisers understand how to think about this, what the right sequencing of messaging is.”
AT&T AdWorks Rick Welday
“It’s such a different mindset from an agency perspective. This is very different (from traditional ad-buying). There’s an evolution that still has to occur within the agency space to help customers understand that we’re no longer purchasing premium content – we’re pursuing the audience; the audience becomes addressable.”
Citi senior media manager Kim O’ Connor
“On our end, people are way more excited about the idea of being targeted and addressable than the idea that you’re going to run spots in Big Bang Theory
“The challenge is, the space is a little bit fractured. Five different providers, you have to go to each provider to get individual cost, there are five different research studies.”
Programming Note: Murtos will be speaking at the Beet Retreat next month in Floridaabout this and related topics.
He was interviewed last month by LUMA Partners CEO Terence Kawaja, at an event about the future of addressable TV presented by AT&T AdWorks in association with Beet.TV Please find more videos here
]]>“It’s been better than we expected,” Medialaan digital head Olivier van Zeebroeck tells Beet.TV in this video interview. “After one year, without advertising around it, we already have more than 500,000 subscriptions. We reach one third of youngsters between 12 and 24 years old who have an account already where they give their data.”
But van Zeebroeck is not resting on his laurels.
“It’s a big step forward. But now the challenge we have is to build a better long-form product,” he says.
“In November, we will launch StevieFree, which is an over-the-top platform, where we will offer the five channels free with dynamic ad insertions, also live, which is a big challenge to manage.”
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>“The pricing for video right now is predominantly CPM,” Tal Chalozin, CEO of Innovid, which helps turn video ad spots in to interactive ad spots, tells Beet.TV in this video interview. “However, a lot of people are now judging this investment by the ROI that they’re getting.”
Chalozin’s company helps introduce clickable, hoverable, swipeable and expandable elements in to video advertising, so that users can dive in to ad content – and advertisers can turn on viewers. In this world, the time viewers spend inside a video is becoming part of the currency.
“On a regular video with no interactive elements on top of it, you can only spend at most 30 seconds,” Chalozin says. “But, f you are Netflix and the consumer is interested in the latest show, you can spend more time. This is the biggest KPI we see brands measuring.”
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>UK satellite TV platform Sky’s AdSmart technology leverages household data the provider already holds about subscribers, and uses its broadband lines to send customised ads to customers’ TV set-top boxes.
“We are further had in some aspects than other European countries,” according to Mediaocean client services Stuart Smith, whose company helps ad agencies combine data sets to target video ads.
“Sky are leading ahead. They’ve got the set-top boxes, they’ve got the data, they’re doing that right now. It’s brought new advertisers in to TV. There are advertisers in local arts of the UK who wouldn’t necessarily have advertised on television who can now target the remote part of Brighton that buys certain cars.”
Sky spent several years refining its targeting initiative in to AdSmart, but rivals are playing catch-up.
“Other companies such as Virgin, I know they’re doing something but these things take time,” Smith adds. “And then you’ve got ITV, which is a massive part of UK television, where there is no set-top box data.”
here is a need for the UK TV industry to sell programmatically, Smith reckons: “Ninety-six percent of linear TV spots achieve a one or less rating. So there’s room for greater automation.”
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>Companies tackling and talking about that problem are now commonplace. One such, Cadreon, believes the answer lays in what global president Arun Kumar calls “advanced TV” – a mix of household-level addressable capability, programmatic audience buying and smart TV sets.
“TV ratings are dropping because people are not just watching it on the main screen in the house; they’re watching on all these different platforms,” Kumar tells Beet.TV in this video interview. “The measurement systems have not kept up pace.
“There is a lot of viewing that takes place for some of these programmes, but it just doesn’t take place on the channels which we measure. But, as an advertiser, I want to be able to reach these people. You can target them on other platforms. The possibilities are endless.
“So the fascination with ‘Are we going to get cheaper pricing by moving to a programmatic trading model?’… that should not be a topic of discussion. The bigger component is, in a dynamic age where consumers are moving fluidly in their journeys between platforms, how are you going to keep track of that?”
Cadreon’s Audience Measurement Platform (AMP) and advanced TV platform, built with TubeMogul, help advertisers combine multiple data sources to target audience groups.
This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax.
]]>Speaking with Beet.TV in this video interview, FreeWheel marketplaces GM James Rooke channels marketers’ concern: “How am I going to unify my (advertising) inventory to get greater scale … regardless of screen?
“You may have different measurement providers for OTT versus for a set-top box environment – how do you stitch all that together? It’s very fragmented right now. (But) things are moving at light speed.”
For its part, FreeWheel recently tied up with Canoe Ventures, which helps pump ads in to US cable operators’ VOD platforms, to begin combining the buying process for ads across VOD, set-top box and internet video.
“It opens up a large amount of long-form premium video inventory for the programmers to be able to monetize,” Rooke says. “As buyer concern increases about inventory sets that may not be considered premium, set-top box is a fraud-fee, 100%-viewable in a leanback engaged environment… it’s the best stuff there is.”
FreeWheel is a wholly-owned unit of Comcast.
This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax.
]]>The Trade Desk, a demand-side advertising platform, is working to bring more ad targeting to Roku, the connected TV box in 14 million US homes.
“Because it’s device … it’s really no different than a mobile phone or a laptop with a cookie. They can overlay audience data on top of that. You can do targeting at the Roku device level,” Brian Stempeck, chief client officer, tells Beet.TV.
“Companies like LiveRail are starting to activate that data to say, ‘Ok, this cookie that Coca-Cola has, that’s the same as this user on a Roku’ – so you can then target those users.”
This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax.
]]>But that’s the wrong question to ask, according to GroupM global chairman Irwin Gotlieb. He says the same approaches have been used since TV ad buyers started using demographic data in the mid-190s.
“By 1997, we were using optimization tools that used respondent-level data. We became less focused on context and more focused on audiences,” Gotlieb says. “If you use optimization tools… you can lay some foundation schedules in… you’re building specific audiences… You’re looking at a gajillion combinations … you’re doing some very, very specific work that can only be done systemically. That’s programmatic.”
“I laughed when one of the other agencies said that, within three years, they would be 50% programmatic. What, have you been living under a rock? We’ve been 80% programmatic in that regard for 20 years.”
Gotlieb says real-time programmatic bidding is an unlikely prospect in TV because so much advertising is bought upfront, not in the spur of the moment. But he does think the currency of TV ads will focus more on buying audience profiles, rather than 30-second spot exposures, as TV technology becomes more connected.
Gotlieb was interviewed in this session by Maria Mandel Dunsche, VP of Marketing for AT&T AdWorks.
More on the future of television and prospects of dynamic ad insertion in this article in the Wall Street Journal.
Gotlieb was on a Cannes panel discussion on targeted TV advertising presented by AT&T AdWorks. Please visit this page for more videos from the series.
]]>“A lot of the broadcasters used to have websites as a marketing arm to their core TV business,” according to Lakana‘s president Phillip Hyun. “Now that digital has really become a real viable business, a lot of the marketers are seeing their digital strategies having to be run as real businesses.”
St Paul, Minnesota-based Lakana was formed in April when Nexstar Broadcasting Group merged three of its units – Internet Broadcasting Systems, EndPlay and Inergize Digital – to create a multiplatform company supporting broadcaster efforts.
Hyun says Lakana powers the websites and digital initiatives of around 250 local US TV channels and has a combined audience of 100 to 130 million people. When those channels want to publish thousands of videos each day and breaking news streams, cost can become prohibitive, he says.
We interviewed Hyun at the NAB Show. Beet.TV’s coverage of the show was sponsored by Akamai. Please find more coverage from Las Vegas here.
]]>Havas Media channel investments EVP Melissa Keller says her agency has gone from “seeding” experiments with clients last year, to implementing full-on “roadmaps” this year, in an interview with Beet.TV about the future of TV advertising.
And multi-platform advertising sales software firm Invision’s CEO Steve Marshall agrees: Two years ago, we were reaching out to our customers … (their reaction) was, ‘Run to the hills, get away from this as fast as I can’. Tn the last six months … that’s changed quite a bit. They’ve said they have to invest. everyone is taking it seriously.”
“Programmatic” techniques have shaken up the online display ad sales market. Now it has arrived in online video. Mainstream TV roll-out is harder still, but many think specific implementations will happen eventually, albeit not quite in the same guise as online programmatic.
“It’s not going to be for a while,” Keller says. “What we push is, it’s going to be data-informed television. If there is an ability for television to move from demography to audience buying, we need to dive in.”
Marshall thinks cable operators will begin better leveraging the customer data they own through their set-top boxes to offer better targeting capabilities. They were interviewed by Dan Ackerman, Senior VP of ONE by AOL.
We spoke with them this week at a taping of industry titled Why TV Advertising Will Never Be the Same. The event was co-produced at AOL in partnership with Beet.TV. For more videos, please visit this page.’
]]>One factor is lack of a common, open format for audience targeting data, says Havas Media channel investments EVP Melissa Keller.
In an interview with Beet.TV, she targets “getting standardization of the metrics we’re looking at and going beyond one (provider’s) ecosystem.
“They’re only optimizing within their set. That’s great if the core customer’s watching those seven networks, but I watch more than just those seven networks.”
For multi-platform advertising sales software firm Invision’s CEO Steve Marshall, a big problem to making programmatic TV happen is complexity and fragmentation.
“Programmatic’s biggest challenge moving in to the audience buying world is, how do I manage my inventory,” he said? “Before, I had very standard day-parts that I sell and every advertiser fits in to that.”
We spoke with them this week at a taping of industry titled Why TV Advertising Will Never Be the Same. The event was co-produced at AOL in partnership with Beet.TV. They were interviewed by Dan Ackerman, Senior VP of ONE by AOL. For more videos, please visit this page.’
]]>“2015 will be the year many of them realize they’ve got to get on this programmatic TV journey to imp the relevance of TV in this digital era,” according to Mark Frain, sales head of MCN, a joint venture of News Corp’s Australian subsidiaries Foxtel and Fox Sports which sells ads on channels. “If they don’t , doomsayers about TV will be proved right.”
Frain’s MCN is already making in-roads on that journey. In October, it announced it was going “fully programmatic” by launching a private marketplace using AOL, as WSJ reported.
The firm, whose assets number 68 television channel brands and 122 websites including Fox8 and Fox Footy, recently launched its own initiatives this year to, Fraine says, “apply the dynamics of programmatic in a digital sense and bring that to linear TV:”
A new Foxtel set-top box, iQ3, that is “100% IP-driven”, will further allow advertisers to buy household-level addressable ads in the next year, Frain says.
We spoke with him this week at a taping of industry titled Why TV Advertising Will Never Be the Same. The event was co-produced at AOL in partnership with Beet.TV. For more videos, please visit this page.’
]]>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.
]]>Last month, the pair announced video ad tech vendor Videology would plug in to FreeWheel to help advertisers buy video inventory programmatically on publisher sites through its FourFronts program, an extension of its private marketplace.
“Historically, they’ve been buying planned media against a show-level set of data,”Videology north American development SVP Brent Gaskamp tells Beet.TV in this video interview. “Now they can bring in first-party data or leverage third-party data and apply that in a more strenuous way for the outcomes of their campaigns.
“This is not programmatic from the last mile. This is about programmatic automation and workflow to enable data exchange in the planned media environment.
Gaskamp 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.
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