viacom

Given supply and demand dynamics amid shrinking television ratings, it still makes sense for brands with big TV budgets to participate in the annual Upfront negotiating ritual. Unlike last year, the President of National Video Investment for OMD USA doesn’t foresee significant price inflation this time around. “By and large, if you have a sizable amount of […]

VIEQUES, PR — Already this year, several of the big US TV networks have declared they will make moves to let advertising buyers use granular and first-party viewer data, over and above traditional Nielsen data, to target ads on linear TV. Speaking on this Beet Retreat panel, representatives of the networks explained their strategy. The recent announcements […]

LOS ANGELES – OpenAP, the fledgling audience-buying partnership of Fox, Turner and Viacom, will use Accenture for back-end posting of campaign results as it seeks to add more publishing partners. “The third-party post will come from a company who’s got a great reputation in the media management field,” says Howard Shimmel, Turner’s Chief Research Officer. […]

VIEQUES, PR – For Cadreon’s Erica Schmidt, data in and of itself doesn’t cut it. It’s having unique datasets to bring to the table as the IPG unit guides its advertiser clients through the maze of programmatic options. “What’s really interesting today is advertisers are much more serious about programmatic than they ever have been […]

VIEQUES, PR – Underlying the just announced consortium formed by Fox, Turner and Viacom called OpenAP is the reality that audience-based television selling is “complicated and complex,” according to David Porter, Turner’s VP of Ad Innovation & Programmatic Solutions. To speed advertiser adoption, the three media companies are hoping to make it much easier for […]

LAS VEGAS – In the early 1990’s, advertising agencies began to unbundle their media departments into separate operating units. Now television networks are unbundling their audiences to meet advertisers’ increasing desire for better ad targeting. “Cable programmers have always gone narrow in the sense that their individual networks tended to be much more niche content […]

The television industry has made great strides trading on alternatives to selling advertisers exposure against demographic targets. But true, biddable “programmatic” broadcast inventory remains a longer-term goal . This is how Viacom’s Julian Zilberbrand sums up the semantics surrounding the current state of programmatic television. In an interview with Beet.TV, the company’s EVP of Audience Science […]

Viacom’s Colleen Fahey Rush longs for the day when target definitions that fuel the proprietary advanced television solutions built by individual media companies can be standardized. However, “I think it’s going to take a little longer than 12 months for what comes next,” Rush says in an interview with Beet.TV. The company’s EVP and Chief […]

Viacom is aiming to be a “pioneer” in delivering video advertising on a one-to-one, or addressable basis, says Julian Zilberbrand, Executive Vice President, Audience Science, in this interview with Beet.TV Coupled with the ad delivery, will be the development of essential attribution modeling, he adds. Zilberbrand recently joined Viacom in the new position from ZenithOptimedia […]

So many media, so many metrics. The job of a marketer has become fragmented indeed. No sooner has one new metric been cooked up, it seems another sprouts up, making measurement like whack-a-mole for many executives. Should the industry embrace the chaos, or shoot for a single, all-encompassing success metric? “We’ve been in the midst of […]

Data, data everywhere. The modern marketer has copious data sources at her fingertips to plan, buy and assess online advertising. Amid the conversion of Mad Men in to Maths Men, it feels like “data” is the only game in town. But are we beginning to witness a counter-revolution, a return to the roots of Madison […]

ZenithOptimedia  EVP Julian Zilberbrand has been tapped by Viacom as EVP of the newly formed Audience Science unit.  The unit will apply audience targeting around cross-platform delivery of video advertising.  The news was reported this morning by the Wall Street Journal. Earlier this year, during the Digital Content NewFronts, we sat down with Zilberbrand to talk […]

A single currency for measuring the impact of social interactions with brands would help eliminate confusion in the marketplace, says Viacom Media Networks’ integrated marketing EVP. “There’s a collection of third-party data reporters in addition to first party,” Dario Spina tells Beet.TV. “There’s a lot of confusion on … the data results you want to […]