one2one media

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 […]

While NCC Media’s newly announced division will work to advance the national addressable television market, it will employ the same principles—better data, targeting and measurement—to grow the spot TV business. “It’s important to point out that NCC’s traditional business in the spot marketplace is not going to go anywhere,” says Andrew Ward, VP, Comcast Media […]

When it launches in June, the new and as-yet unnamed division within NCC Media has three goals for the national addressable television marketplace: Scale, data consistency and simplicity. “From a scale standpoint, it’s critically important that we get beyond the boundaries of any single provider,” says Andrew Ward, VP, Comcast Media 360. NCC Media is […]

Every brand looks at the television business differently when trying to target specific audiences. But when they consider addressable TV advertising all of them see “a very fragmented marketplace,” says one2one Media President Mike Bologna. “We’re a one-stop-shop for national addressable scale,” Bologna adds in this interview with Beet.TV. “We package everything together.” To improve […]

That addressable television will increase from 63 million cable and satellite households to 70 million by the end of 2018 is a big number. But behind the scenes, smart TV’s have the potential to optimize addressable campaigns in-flight. These trends will help to change the TV business “more in the next two years than it […]

What do you do when you’re the “800-pound gorilla” aggregating advertising inventory from some 200 MVPD partners? In the case of Cadent, you extend your reach to local television broadcasters to become a one-stop shop. As advertisers increasingly seek better audience targeting and efficiency, “The marketplace has kind of come our way,” says the company’s […]

Heading into this year’s television Upfronts, advanced TV targeting will become a bigger part of conversations between buyers and sellers, as it will a year from now. “A corollary to that is so will addressable,” says Nick Troiano. “We have knowledge and capabilities to essentially put dollars to work over three-, six-, twelve-month campaigns like […]

Beef jerky is a good example of products not suited to broad-based television advertising, which is why the family owned Jack Link’s brand opts for more precise audience targeting. “For us, it goes back to the simplicity of understanding the consumers really well,” says the company’s VP of Brand Marketing, Tim Goldsmid. “As a small […]

With eight U.S. multichannel video programming distributors (MVPD’s) offering addressable television inventory, inadequate scale is becoming less of an issue. But achieving the “holy grail” will require a new approach to the cost of creative production. That goal is “to be to find the right segment and then create all these different creative executions for […]

MIAMI – Structural barriers. Organizational barriers. Silos. All of these play their part in retarding the progress of advanced television for all parties involved. While pursuing these topics can lead to circular conversations—everyone agrees on the need for change but no one thinks it won’t happen soon, if at all—such discussions actually help to clarify […]

MIAMI – Looking at the competition between digital and television as some kind of warfare isn’t very productive, according to Paul Alfieri, CMO of Cross MediaWorks. “TV shouldn’t be looking at Facebook or Netflix and saying they’re stealing our revenue,” says Alfieri. “TV should be saying what are Facebook and Netflix and Amazon and Google […]

Advertising through over-the-top TV services is still nascent, still essential and still waiting to be fully unlocked by better measurement. That is according to one executive in the space who co-founded her own company to help advertisers benefit from the opportunity. “I think we’re early days for OTT, the targeting layer just started,” one2one Media’s […]

A year ago, a big challenge for providers of addressable TV ad solutions was the industry’s ability to understand the value exchange compared with mass, linear TV spots. “I don’t think that’s the case anymore,” says Mike Bologna, President of one2one Media. Now the big issue is “consistency,” Bologna says in this interview with Beet.TV. […]

ORLANDO – To reach households with addressable ads on a one-to-one basis at scale, advertisers and agencies need to do it on a one-to-many basis. This is due to the technology and infrastructure variations between multichannel video programming distributor (MVPDs) and smart TV manufacturers. Last spring, one2one Media set out to leverage an integrated set […]

It has taken a while, but methods of targeting TV ads at the household level have now hit a critical mass in the United States, according to an exec from a brand new company hoping to help ad agencies take advantage. “Right now the scale for addressable television – either linear or VOD – is  57mn,” says […]

LAS VEGAS — Two of the advertising execs who set up and led GroupM’s advanced TV advertising division have moved on to run their own, independent company in the Cross MediaWorks portfolio. Mike Bologna and Jamie Power – who were CEO and managing partner, respectively, of Modi Media – now become president and COO of […]