addressable

MIAMI – Former Starcom MediaVest Group advanced television specialist Tracey Scheppach not only believes that addressable TV advertising works for all marketers but that a sweet spot exists in terms of spending. “An area that I think is ripe for this innovation is what I call mid market,” Scheppach explains in an interview with Beet.TV. […]

MIAMI – As it builds out and scales up its Audience Targeting Platform, NBCUniversal is seeing big increases in budgets and clients taking advantage of more precise targeting via linear television. And while its various TV and digital targeting products are tied to specific platforms, the company is weaving the “connective fiber” that will create […]

BOSTON – To the uninitiated, Media Access Control could sound like something they’d like to be able to do during political campaigns. But as television content and advertising continue to go over-the-top, the household set-top box identifier known as MAC is slowly giving way to IP addresses and other alternatives. MAC identifiers and cable TV […]

BOSTON – In the media business, being in the television is like being in the kitchen—to the 100th power. Which is one of the reasons Dan Ackerman joined Samba.tv from a long stint at AOL Like many others, he was frustrated about trying to make sense out of all the disparate data sources that might […]

ORLANDO — Marketers are more challenged than ever and the job is much bigger, says, Alan Schulman, National Director of Content Marketing & Creative Experience at Deloitte Digital, in an interview with Beet.TV at ANA. “It’s not just about the brand, but the entire customer experience,” he says in this deep dive interview about the changing role […]

BOSTON – Shereta Williams is hoping that 2017 will mark the tipping point for scaled advertising inventory from local television stations, whose power has been diminished by competing and often more efficient media. Although it’s not the only player in the local-sales automation space, Videa, of which Williams is President, has the imprimatur of owner […]

So-called addressable TV is lighting the way for new brands toward a kind of future TV advertising that is customized and targeted at individual households. That’s bringing in new, smaller advertisers for which TV may previously have been too costly. But one surprising new group of buyers is those from overseas. At Cadreon, IPG Mediabrands’ ad-tech unit, […]

FORT LAUDERDALE — The potential to target individual TV viewers using one of an array of pre-prepared custom ads will fundamentally change the way the business works – but the people who make those ads are going to have to catch up first, a panel discussion heard. Asked if the current wave of new advertising technology […]

FORT LAUDERDALE — You can have all the ad tech in the world but, in this day and age, is it really advertising that can connect with consumers any longer? Bank Of America media SVP Lou Paskalis thinks brands need to take a leaf out of the books of publishers and broadcasters they historically have advertised […]

FORT LAUDERDALE — “This has really been the year of addressable TV. We’ve done literally triple the amount of work compared to 2014,” according to Experian addressable advertising product lead Brienna Pinnow. Now the data company wants to do more? But what exactly? “To develop the technology and platform to really become the hub of addressable TV for […]

FORT LAUDERDALE — This year, the promise of “addressable TV”, allowing advertisers to target individual TV sets, became a reality. But it remains just a slither of a US TV industry that is worth circa $75 billion. “There’s two parts to scaleability with addressable:,” says Invision CEO Steve Marshall, whose company helps deliver ads to “addressable” […]

FORT LAUDERDALE — Last year was been characterized by the industry wondering when TV platforms would open up to support addressable TV advertising. This year seems to have been characterized by actual roll-out. Next year could mean larger-scale adoption. “The concept of being able to target according to CRM data on television is crazy-unique,” says Eyeview […]

Household-level targeting of TV ads is not a distant reality – it’s here and now. You just may have to pay more for it, says one ad agency exec. “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 […]

The UK’s satellite TV and broadband provider Sky has already taken a world-leading deployment in addressable TV advertising under its AdSmart technology. Now it’s looking to combine its multi-platform offerings in to a single ad proposition. AdVance is the name given to a new suite from the company’s Sky Media ad sales division, threading together data from TV […]

The ability to target individual television ads with internet-style precision is no longer just a fantasy – it’s here and now. In fact, spending is booming. “I’m putting about three times as much money in the marketplace as I was a year ago,” Starcom MediaVest Group’s precision video EVP Tracey Scheppach tells Beet.TV in this video interview. […]

For the last couple of years, the industry has been getting excited about the possibility to target individual homes via TV with the surgical precision of the internet. But so-called “addressable TV” is no longer far away. “A third of the United States right now is lit up for household-addressable advertising,” according to ad group […]

Video ad tech vendor Eyeview, which has been more used to helping deliver digital video advertising, is now getting in to the main TV screen in the living room. CEO Oren Harveno tells Beet.TV the company is  working with Cablevision and DISH to deliver ads to so-called “addressable” TVs, at the individual household level, plus with Clypd and […]

COLOGNE — Over the last couple of years, many broadcasters and advertisers have been getting excited about so-called “addressable” TV – the ability to target advertising at individual households, in which consumers have distinct characteristics. But “addressable” may not take off everywhere. “Each market is a little bit different,” says Conor Mullen commercial director of RTÉ, the Republic of Ireland’s […]

CANNES — So-called “addressable TV”, in which TV sets can now speak back to broadcasters, are tantalizing with the promise of household-level ad targeting. But addressable TV is not just about more refined TV targeting – the device in the living room is one platform that will feed in signals to an overall system which will produce […]

CANNES — The $72 billion US TV advertising industry is premised on making 30-second spots that target consumers. Imagine what happens when TV sets give advertisers the cues they need to target customers individually. Michael Bologna, president of GroupM’s Modi Media division, which is working on just that proposition, says 2015 is the year it […]