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Ben Tatta recalls the early days of addressable television experiments at Cablevision as “really just 100,000 households in Brooklyn” New York. Now there’s more than 35 million homes nationwide capable of receiving addressable ads, but David Kline, who gave Tatta his start at Cablevision, says it’s not enough. “National advertisers don’t want 40 million. It’s […]

The melding and pruning of assets within AOL and Yahoo under Oath started a year ago this month. A key indicator of Oath’s priorities arose in March when it shut down ONE TV, the self-serve platform for programmatic linear television, to go all in on addressable TV. “The future of how TV is being delivered […]

Cloud-based media inventory yield management specialist Furious Corp.’s new president, Neil Schaffer, has helped execute business process reengineering to industries as varied as paper and optical products. When he views the television industry, he sees more “reacting more than pro-acting” in the face of platform proliferation. With more than a decade in the media industry, […]

After years of talk and wishful thinking about data-driven audience targeting, “I think we’re getting down to the nuts and bolts,” says Anupam Gupta, Chief Product Officer at 4C Insights, the data science and marketing technology company. “A lot of the conversations now are not such much about the promise of all the stuff we […]

Even as digital and traditional media compete for advertising dollars, some traditions remain resilient. A good example is the ongoing Upfront negotiating season, which began in the last quarter of 2017, during which media buyers make long-term spending commitments. “Time has proven that making the long-term bet is a good idea for both sides in […]

One of the more compelling presentations at last week’s Beet Retreat in the City was given by Nancy Reyes of TBWA\Chiat\Day New York. To show how data can not only inform creative but also actually constitute it, Reyes walked the audience through two campaigns from the Netherlands that sought to comfort lonely people and reduce […]

Video engagement advertising pioneer true[X] is looking to leverage the utility of voice-activated assistants and the power of live programming as it rolls out the next generation of attention-based video capabilities. “Engagement advertising is just the beginning,” says Pooja Midha, who recently joined true[X] as President. At last week’s Beet Retreat in the City, Midha—whose […]

When TiVo and Rovi merged in the fall of 2016, one priority was to pool all of the set-top box viewing data from TiVo’s own hardware and combine it with data from cable and satellite operators. But the combined data were useful only to the extent that software could extract insights. “So when we first […]

In the quest for addressable television with greater scale, brand uptake is accelerating concurrent with the efforts of companies like LiveRamp to educate the marketplace. Automation through software is lagging this uptake, according to Allison Metcalfe, GM of LiveRamp TV. “People are still pretty confused about what’s possible and how it works,” Metcalfe explains in […]

Many in the advertising world are shifting their goals for TV marketing. No longer is the format just about building brand – in the connected TV era, attribution can also help marketers close the loop, all the way through to purchase. But Ben Tatta doesn’t think marketers should focus only on a single goal. He […]

Armed with more precise viewer insights, cable television providers are well positioned to help not only their advertisers but their network affiliates as well by raising the value of their inventory. “So the days of us confronting each other I think from an advertising standpoint are over and I think we really are going to […]

Former Starcom CEO Laura Desmond perceives a “full-scale crisis of confidence in marketing” not due to a lack of advertising accountability but to the complicated nature of brand building. “We see it play out with the holding companies and how they’re doing and how they’re under pressure, and that impacts every other part of the […]

A Puerto Rico devastated by last year’s Hurricane Maria is on the verge of its next hurricane season. “And there are still problems,” says GroupM’s Phil Cowdell. There will be more storms and “people are still living under roofs with plastic tarpaulins…there are still people who don’t have power. So what we have to do […]

Giving people choices when it comes to television advertising sounds pretty straightforward, but it’s complicated by the fact that many viewers want an effortless experience. “This is why voice activation is working so well, because it’s actually the only thing easier than picking up a remote and pressing the buttons,” says Ben Winkler, Chief Investment […]

These days, the term “premium” typically accompanies the word “video.” But premium must also apply to viewer engagement with ads and the results that should accrue to advertisers, according to Pooja Midha. The new President of true[X] will share the company’s insights on how viewer interaction will transform the video ad business in a presentation […]

It took streaming video options and ad-free platforms to tip the scale, but the advertising industry has finally caught on to the importance of the viewer experience. “The big picture is that programmers are thinking today more about the user experience than they ever have before,” says OMD’s Ben Winkler, who will join a host […]

MIAMI – What’s the best way to approach television targeting and measurement? And what’s the value of “waste” in the form of TV ad impressions? These and other topics were the focus of spirited and insightful debate at the recent Beet Retreat Miami 2017. Following are some of the more cogent exchanges during a panel […]

MIAMI – The next generation of television—as represented by things like the ATSC3.0 standard—is now in sight. Then again, so is the moon. To hear panelists at the recent Beet Retreat Miami explain it, lunar landings might be easier to achieve than getting TV broadcasters en masse to quickly embrace the future. Asked by moderator […]

MIAMI – Put several media industry professionals on a panel and ask them about the challenges of television and video audience measurement and you’re going to get lots of lively conversation. Along with some very blunt observations about just what’s holding back the progress of “advanced TV.” So it was at the recent Beet Retreat […]

MIAMI – The old adage “don’t take it personally” will be upended in the world of advanced television. Respecting viewer attention and guiding them to relevant content are going to be critical elements in perpetuating the ad-supported business model. Such observations arise when people in key positions peer beyond what’s currently happening in the TV […]