kelly abcarian

NEW YORK – This year’s CIMM Summit arrives as the media, marketing and adtech industries debate the best ways to set the value of cross-platform advertising for brands of all sizes. “We’re 18 months to two years into a transition to a multicurrency marketplace,” Jon Watts, managing director of the Coalition for Innovative Media Measurement […]

Major media companies and advertising agency holding companies this year formed a Joint Industry Committee to help set standards for ad transactions in cross-platform premium video. A key goal is to eliminate the barriers among companies that want to protect the privacy of their customers while also finding ways to harness first-party data to make the […]

CANNES – Advertisers are demanding television viewership metrics that reflect the way people spend time with traditional linear TV and newer streaming video platforms. Comcast’s NBCUniversal has worked to provide insights into what’s currently achievable in audience metrics by sharing the results of a recent test-and-learn project that included 158 brands. Kelly Abcarian, executive vice president […]

The dramatic shifts in people’s media consumption habits from linear television to streaming have led advertisers to demand more accurate viewership metrics. Comcast’s NBCUniversal has worked to provide marketers with that information, most recently in a “test-and-learn” project that included 66 advertisers. “For the first time, we’re able to actually get an understanding of true […]

LOS ANGELES — The television industry is grappling with significant changes in the way viewership is measured, including greater emphasis on how advertising campaigns drive business outcomes. With consumers splitting their time among a wider variety of screens, cross-platform measurement has become a bigger priority. Amid these developments, NBCUniversal this year undertook a major effort […]

LOS ANGELES –  More great conversations from the stage of the Beet Retreat in Santa Monica last month.   Delighted  to present thee segments on this episode of the #BeetCast podcast. Lots to  listen to about the changing state of TV measurement with Ashwin Navin of Samba TV in a conversation with Howard Shimmel, plus  a […]

LOS ANGELES — If anyone wanted to understand the clamor to reinvent the TV ad measurement space, they need only look at the Lumascape-like graphic Kelly Abcarian presented at the recent Beet Retreat in Santa Monica. Transformation is a journey—and if we’re ever going to get there, we’re going to need a map. So proud […]

NEW YORK – Consumers have more ways to watch television programming among different electronic devices, challenging the media and marketing industries to measure that activity. NBCUniversal, whose media brands include NBC, MSNBC, USA, SyFy and the Peacock streaming service, has called for new ways to quantify audiences and the effect of advertising. The company in […]

Advertisers need to come together with media, measurement and ad-tech companies to support the growth in advanced TV. Their partnerships will lead to greater automation and better outcomes that drive more investment in advertising as linear TV and digital video converge. Interoperability Is Great Unifier Kevin Lemberg, head of partnerships for advertising solutions at Comcast […]

CHICAGO — Marketers are moving beyond traditional media yardsticks like age and gender to measure the business outcomes of their advertising campaigns. Increasingly, those metrics need to reflect the time that viewers spending with traditional linear TV and newer digital channels. “There’s so many challenges as we look across the industry that we need to […]

CHICAGO – Nielsen’s consortium that is beta-testing addressable TV advertising technology has just got a big name broadcast tester, in the shape of Hispanic TV netword Univision. Nielsen recently began working with seven US TV networks to beta-test addressable TV advertising technology, ahead of a planned full launch later this year. A+E Networks, AMC Networks, […]

SAN JUAN, PR — Until now, the shimmering promise of targeted TV ads was stuck in a marginal concept – that it could only be executed in live, linear TV, and only within a sliver of ad inventory. But that is all set to change. US addressable TV is going national. In a session dubbed […]

SAN JUAN, PR — Nielsen is working with seven US TV networks to beta-test addressable TV advertising technology, ahead of a planned full launch later this year. A+E Networks, AMC Networks, ViacomCBS, Discovery, Fox, NBCUniversal and WarnerMedia will run dynamically swapped-out ads ads in live linear TV feeds, under the scheme launched in January. “The […]

LAS VEGAS — A+E Networks, AMC Networks, CBS, Discovery, Fox, NBCUniversal and WarnerMedia will run dynamically swapped-out ads ads in live linear TV feeds as part of a beta test for Nielsen’s addressable TV advertising technology. Nielsen announced the beta on Monday. It will run through the first half of 2020 ahead of a planned […]

In the complex and fragmented US TV ecosystem, the roll-out of “addressable” TV advertising capabilities outside of an OTT environment is somewhat limited. TV networks give cable and satellite platforms the ability to sell just two minutes per hour of advertising in their live feeds of network programming. What is it going to take for […]

Over the last few years of growth in data-fuelled, personalized TV advertising, one truth has been clear – the possibilities are great, but the proportion of programmatic spend within overall US TV ad spend is forecast to remain small. eMarketer puts that figure at 5% of the total in 2019. That opens up a disconnect […]

CANNES — Smart TVs offer amazing new opportunities to target viewers at the household level – but getting your head around what is still a fragmented and evolving ecosystem is a bit like herding cats. In a sit-down discussion at Cannes Lions, Tracey Scheppach – who encountered that challenge over years spent specialising in smart […]

Having bulked up on assets in the smart-TV space, Nielsen is targeting next year for the launch of a platform that will help scale addressable television advertising. Key to the effort will be executing ad replacement and decisioning. One of Nielsen’s most recent acquisitions was of Sorenson Media. The company now has technical underpinnings of […]

Because there is no fluidity of audience-based television buying to insure a common, consistent definition across buyers and sellers, friction is the byproduct. “And I think that’s what’s going to drive frictionless buying. Education and a common language so that everyone is speaking against that common building block,” says Nielsen’s Kelly Abcarian. The SVP of […]

MIAMI — It is the “new oil” that is fuelling value creation in businesses across the world, and now the TV ad sales business is really getting its motor running on data. Advertisers’ own primary data, off-the-shelf datasets and more… a new world of viewer information has opened up to make TV ad targeting to […]