The New Marketplace for Television Advertising, presented by dataxu

While there’s no shortage of data available for enhanced consumer targeting, some advertisers still cling to gross rating points and broad demographic targets. “Some clients are opting in a little bit more than others,” says Anthony Laurenzo, SVP, Non-Linear Video, Dentsu Aegis. “We’re starting a slow evolution away from age and gender demography to more […]

As the ability to identify and target television audiences across devices becomes ever more precise, it’s changing the way advertisers perceive both quality and the prices they are willing to pay. “There is a return to premium media from an advertiser perspective, an appreciation and a willingness to pay actually a premium price,” says Sandro […]

The ability to target TV audiences with granular data, going beyond traditional age- and gender-based contextual matching, may have existed for a couple of years now. But history will likely show that the opportunity is still just getting started. “The opportunity is huge,” says Erica Schmidt, the global CEO of IPG Mediabrand’s ad-tech unit Cadreon. […]

The year 2018 is one of “convergence” for Dish Network and its streaming Sling TV service, which combined now offer addressable advertising to about 9 million households. “We spent a lot of last year tying together the existing data partnerships on the Dish side with the Sling side and making sure that attribution and reporting […]

For advertisers, the US local cable TV market has historically been bought using broad geographies, demographics and programming day-parts to try reaching the right audiences. But Comcast’s ad sales division is now helping buyers use data and advanced analytics to more precisely reach the viewer of their dreams, no matter what screen they are watching […]

While the glory days of reaching 75% of television households with just one commercial are long gone, automatic content recognition (ACR) stands to help advertisers calculate incremental reach. “That can certainly be valuable, says Jonathan Bokor, SVP, Precision Video, Publicis Media. Bokor discusses the challenges posed by using disparate datasets depending on TV/video tactics in […]

Although using first and third-party to target linear television audiences is in the testing phase, it stands to increase the attribution TV gets for prompting consumer behavior. “At ESPN, we certainly think the audience buying future is upon us,” says Vikram Somaya, SVP, Global Data Officer & Ad Platforms at ESPN. In this interview with […]

Having launched last September 29, the OpenAP television audience targeting consortium platform of Fox, Turner and Viacom has more than 700 users. Meanwhile, Turner is beta testing mapping audience segments across its digital footprint. “We have a roadmap that takes us through essentially a 1.5 release and it’s going to go even beyond that,” Dan […]

The OpenAP audience-targeting consortium of Fox, Turner and Viacom has made it a lot easier to talk about advances in the traditional television ecosystem. And while last year’s Upfront was “very, very strong” for Fox, “this Upfront is going to be exponentially more powerful about focusing in on this type of conversation about precision audiences,” […]

While it’s clear that the ratings erosion in linear television “dam has broken,” more networks offering their audience audience targeting solutions means more walled gardens, according to Jonathan Steuer, Chief Media Officer, Omnicom Media Group. Meanwhile, during this year’s TV Upfront season, “There’s going to be a much bigger focus on delivery across all platforms,” […]