Google is adding advanced TV buying capabilities to its demand-side platform, DoubleClick Bid Manager (DBM). For the first time, Google will connect its ad tech to addressable TV inventory through its broadband and TV service, Google Fiber. Google will also support local market TV buys in DBM through a partnership with WideOrbit, as well as […]
As the upfronts near, Nielsen is trying to prove the efficacy of its total audience measurement. The product, Nielsen’s framework for measuring viewership consumption across all screens, had a limited commercial release in early March. Nielsen has been criticized recently by networks like NBC, which claim total audience measurement is incomplete since it doesn’t consistently […]
Michael Bologna and Jamie Power – both leaders from GroupM’s advanced television-buying unit Modi Media – have left the media agency and founded an addressable TV media-buying startup called one2one Media. One2one is owned by Cross MediaWorks, a consortium of media and advertising companies. One2one matches advertiser first- and third-party data to multichannel video programming […]
Roku will offer audience guarantees this upfront season, joining big networks like NBC with similar programs. Several agencies, including Horizon Media and Hill Holliday’s media spinoff, Trilia, are beta testing Roku’s audience guarantees. Roku’s offering is based on the set-top box maker’s existing integration to Nielsen Digital Ad Ratings, which helped buyers determine their waste […]
Discovery Communications wants to prove out the value of its digital properties – both the ones they own and the ones where they’ve invested. “How do we create [intellectual property] on every device, not just linear?” said Discovery CEO and president David Zaslav during the media company’s Tuesday upfront. “As a cable channel, it’s all […]
Unlike in digital, where marketers can buy across multiple publishers, TV planning is largely limited to a single broadcaster’s inventory. Fox, Turner and Viacom have jointly formed an advanced audience platform called OpenAP, which will roll out to media agencies and advertisers in early April, to try to solve that challenge. While each network has […]
The fallout from the Federal Trade Commission’s (FTC) litigation against smart TV manufacturer Vizio for “unfair and deceptive data-collection” practices didn’t end with its $2.2 million settlement in February. Separately, Vizio is also embroiled in a class-action lawsuit that industry insiders predict is far from over. These allegations stem from claims the smart TV manufacturer […]
Brand advertising is becoming a necessary ingredient for B2B success. While US telco CenturyLink sees two-thirds of revenue come from B2B services, consumer-oriented strategies like a national TV campaign and sports sponsorships are taking a larger share of CenturyLink’s budgets, said CMO Bill Hurley. Consumer branding increasingly “lays the foundation” for effective B2B sales, Hurley […]
Forward-thinking marketing organizations want to integrate digital and OTT media plans with upfront sponsorships and commitments. But doing so isn’t always black and white. Citi, for instance, integrates addressable TV planners with those who focus on traditional upfront commitments or digital video. “Instead of looking just at TV, we’re going to ask more of our […]
Mike Jones, the former CEO of MySpace, knows a thing or two about driving viral engagement with video. As co-founder and CEO of startup incubator Science Inc., he was an initial investor in Dollar Shave Club, which rose in popularity with a single video and was acquired by Unilever for $1 billion last July. Jones has a […]
