Videology

MIAMI – The year 2018 and, in particular, the Upfront television market will see a “tipping point” in achieving greater audience targeting precision. This should resonate well with direct-mail catalogers who should be looking beyond the mailbox to the set-top box. Thus says Tracey Scheppach, the former Publicis executive who spent upward of 15 years […]

MIAMI – Although best known for its video encoding software, Sorenson Media wants the television ecosystem to think holistically by using smart-TV data to inform every second of the viewing experience. Two of the company’s newest products are a measurement solution for local broadcasters and addressability for linear TV, according to VP of Advertising James […]

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 […]

MIAMI — At the end of a year in which the “transparency” debate and the arcane structure of agency and tech platform fees have come under pressure, some vendors have begun to accede to demands for a new way of working. Case in point: Videology, one of the leading providers of technology to enable advanced […]

MIAMI – Sometimes you need to learn from new media channels in order to better understand and use the ones that are much older. Social media and television is a case in point. Media technology provider 4C Insights cut its teeth on digital platforms like Facebook, Instagram, Twitter and others. As it shifts into the […]

MIAMI – Personalized video provider Clinch has gained a bird’s-eye view inside the walled gardens of Facebook and Instagram. It’s one of just three companies out of several hundred applicants chosen to participate in Facebook’s global Marketing API Accelerator program, which concentrates on areas that are key to the social media giant. “We’re the video […]

MIAMI – What used to be transactional relationships based on dayparts and demographics in the television business is quickly evolving into “more of a data relationship,” according to NBCUniversal’s EVP of Portfolio Sales, Mike Rosen. “This is happening so quickly. What we now realize is it’s leading to a very different kind of relationship we […]

MIAMI – If the folks at Eyeview are correct, there’s a predictable progression happening in the advertising world as it moves from buying audiences on broad demographics to more targeted transactions. “Everyone’s going to eventually move to outcomes,” says Brian Katz, the company’s VP of Advanced TV Insights & Strategy. “The CMO’s on the marketing […]

MIAMI – A lack of television advertising inventory yield optimization by media companies can lead to “extreme volatility in pricing” to the tune of nearly 10% of topline revenue. “That is ultimately what is driving the opportunity cost of not maximizing yield,” says Furious Corp. CEO Ashley J. Swartz. Furious Corp. began operations in 2014, […]

MIAMI – The fragmented TV viewing environment is reality. But it doesn’t pay to wait for “the perfect system” for cross-screen measurement and ad campaign attribution. “I think the time is now,” says Videology’s Tony Yi. “Facebook video impressions are growing exponentially. Amazon is out there in full force.” In this interview with Beet.TV at […]

MIAMI – As connected-TV/OTT viewing proliferates and adds to viewer fragmentation, it’s not necessarily a bad thing if you can buy audiences as opposed to demos. And while two minutes of local able advertising inventory remains the norm for addressable campaigns, that’s slowly changing. In the connected-TV and OTT space, “There are quite a few […]

MIAMI – When you’re swimming in data about your guests, context is everything to determine appropriate messaging. It’s no wonder, then, that content needs will grow. “What we find is that as we’re creating more targeted segments of guests that we can deliver messages to, each of those groups have different needs and things that […]

MIAMI – Spectrum Reach has been running test campaigns in Los Angeles and New York for its first addressable advertising offering on linear television with the goal of having both markets activated this year. “We’ll have five million households by the end of 2018 and then expand to the rest of our footprint and beyond,” […]

MIAMI – Verizon was ahead of the technology curve when it began offering fiber directly to the home with Fios (fiber optic service) in 2005. Now that its Fios addressable television offering just celebrated its one-year anniversary, the company is able to tout the benefits that speed brings to advanced TV targeting. Because it’s a […]

MIAMI – There are the headlines—traditional TV versus digital upstarts—and then there’s the reality behind the scenes. To wit, Google is playing a big part in helping traditional broadcasters transition to the digital future with solutions like dynamic ad insertion. In the U.S., “We work with 28 of the top programmers,” from sports content to […]

MIAMI – To reach its guests in the most effective ways, Target wants to create “a different kind of video ecosystem.” This requires lots of data—a growing in-house capability of the retailer—a better understanding of the context in which those guests consume media, plus being more nimble with creative versioning. Target Media Director Nick Jezarian […]

MIAMI – The traditional television ecosystem—buying on age and sex demographics—is “pretty well oiled.” So when some advertisers consider advanced audience targeting, there’s a certain amount of inertia, along with financial constraints, that can hold things back. Take low-penetration brands. Advanced targeting is challenging “because you may not find the reach that you want, but […]

What is the relative marketing impact of advertising in different kinds of digital video? Many debate the benefits of so-called “premium” video but, in this video interview with Beet.TV, Videology CEO Scott Ferber breaks out a three-tier stratification of that construct, with with different impact ratios for each: 4:1 – Full episode player (eg. Fox, NBCU, […]

MIAMI – These are busy times at Disney|ABC following the consolidation of sales groups and it couldn’t come at a better time. Advertisers “want fewer, they want bigger, they want better,” says Marco Forte. With this year’s reorganization, Forte is SVP, Disney|ABC Sales & Marketing. In this interview with Beet.TV at last week’s Beet Retreat […]

ORLANDO – What is considered a “safe” digital advertising environment for one brand might be unacceptable to another. For the latter, blacklisting entire websites or domains is one solution, but it doesn’t have to be that way. This is one of the concepts behind comScore’s rollout of its new Activation suite, an offering that enables […]