The Future of TV Advertising Forum, London 2016 presented by 605

LONDON – Ashley J. Swartz’s message to media owners is clear: Be agile, flexible, and get your internal act together. “There’s a lot of value and insight intelligence around audience that is untapped within the enterprise of a seller,” Swartz says in an interview with Beet.tv. “I think there’s a lot of unlocked value that […]

LONDON – As Leon Siotis takes in Europe, “What’s most fascinating about today is to see that there is no one thing that is happening with programmatic TV,” says the Managing Director for video advertising platform SpotX. “Each of the different countries is evolving differently. They’re trialing different ways to sell their inventory programatically.” In […]

LONDON – Marketers have just begun to scratch the surface of mining the biggest behavioral data set ever amassed: social media. “There’s just so much there,” says Josh Dreller, VP of Product Marketing at multiscreen analytics and activation provider 4C Insights. With more than 1.5 billion social media users in database mapped to 250,000 interest […]

LONDON — When your ad is spreading across TV, pre-roll video, in-stream ads, mobile, tablet and umpteen other platforms, how do you begin to measure its success? That is one of the key challenges occupying the minds of brands and their agencies these days.  And it’s certainly one troubling GroupM unit Mindshare. “One of the […]

LONDON — The US is not the only TV market where census-level data has begun to be used to target television advertising campaigns. The technology is also being deployed in other markets, too, according to one of the industry’s top media measurers. “I think census-level data is very much a reality now,” says Margo Swadley, […]

LONDON –It may own several of the leading pay-TV platforms on the continent but, in Europe, group operator LibertyGlobal says its subsidiaries are enablers of the addressable ad opportunity for broadcasters themselves. “It’s about keeping the value and dollars in the content ecosystem – equipping our content partners with more tools,” Liberty Global advanced advertising […]

LONDON — Recent estimates are that around 46% of US households can receive household-specific, individually-targeted TV ads, through so-called “addressable” TV advertising. But, whilst US penetration is high, it is not necessarily the country leading the tech charge, says one exec with a multi-country view of the opportunity. “We see, in the addressable TV world. very much […]

LONDON — European satellite TV operator Sky is far more than a one-trick pony. As well as beaming satellite TV for the last couple of decades, Sky is also a telco, a TV channel operator and an ad sales house. That diversity gives it breadth that extends beyond its own platform, and beyond its own content. Case in point […]

LONDON – The need for census-level data in the media planning process “is paramount right now,” according to Mike Bologna, President of GroupM’s Modi Media advanced television unit. “It’s what advertisers are looking for,” Bologna says in an interview with Beet.tv. “They night not necessarily need the data all the way down to addressability, but […]

LONDON — When you are facing the challenge both to beef-up your technology capability and to roll out across channels at the same time, should you pick multiple tools that can help each deployment, or one that claims to do it all? Many tech vendors these days are fond of boasting their “end-to-end” status, claiming to be able […]

LONDON – Adam Gaynor has a way of making the most confusing subjects sound quite simple. For example, addressable television is a “product.” Programmatic is a “process.” In the United States, says DISH Network’s VP of Media Sales & Analytics, “When you ask 10 people what programmatic TV is, you get 11 answers.” But in […]

LONDON — The organization charged with measuring UK TV viewing for channels’ advertisers, Broadcasters’ Audience Research Board (BARB), used to be criticized for its traditionalist approach to the task – a 5,1oo-household panel method supposed to represent country-wide viewing in a multi-media age. But BARB is reinventing itself. The board already measures laptop, desktop and tablet TV viewing […]

LONDON – If anyone in the premium video business doubted the logic behind FreeWheel’s acquisition of StickyADs.tv, French media giant Canal+ dispelled it by choosing the combined entity to optimize and manage its advertising inventory across all screens. “So now we can safely say we have a presence as FreeWheel at very single broadcaster in […]

LONDON — About 42% of US homes are now able to receive so-called “addressable advertising” – TV ads custom-targeted at individual homes thanks to one of a variety of return-path TV systems. But how much of the multi-billion-dollar TV advertising industry could be funnelled through that channel in the years ahead. It’s early days, but […]

LONDON — In the emerging world of “addressable TV advertising” – in which operators can swap out a standard 30-second spot for one custom-targeted at a single viewer – cable and online platforms may appears to have the upper hand. But satellite is far from out of the game. UK satellite pay-TV operator Sky had its AdSmart […]

LONDON – If where you spend your time and money says a lot about your priorities, AT&T has anted up in a big way on cross-screen addressable advertising with its participation in the acquisition of INVIDI Technologies. “We’ve been spending a lot of our time and a lot of our money on addressable television,” Mike […]

LONDON — In what is beginning to look like a season of exits for video ad-tech startups, addressable TV specialist INVIDI was last month acquired by AT&T, DISH and WPP. The 16-year-old company has come in to its own of late, by helping advertisers serve household-targeted ads in to TV streams in the two minutes per hour […]

LONDON — It just launched its new V6 set-top box and a weird Android tablet this week and, though the kit reportedly does not upgrade the advertiser offering, according to The Drum, UK cable operator Virgin Media is already helping serve targeted ads inside catch-up programming. Virgin Media, formed out of a merger of regional cable operators […]