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 […]
Apple’s big iOS update last year created large amounts of new media inventory, which the company is monetizing through a big ad deal with NBCUniversal and direct relationships with publishers. Now the mobile platform giant is opening the gates to outside measurement of its ad impressions, AdExchanger has learned. Through its sales agreement with NBCUniversal, Apple […]
Dish’s streaming TV service, Sling TV, which reportedly topped 1 million subscribers last fall, is now focused on monetizing its audience cross-platform. Connecting the pipes for programmatic monetization across Sling TV, Dish and Dish Anywhere didn’t happen overnight, but Adam Lowy, GM of advanced TV, said years of work are paying off. Dish has been “quietly […]
by Allison Schiff, Alison Weissbrot, Sarah Sluis, James Hercher, Kelly Liyakasa and Ryan Joe Programmatic advertising comes in many flavors. A handful of brands load up to take their buying fully in-house. Many give their agency partners carte blanche. Other brands take ownership of the tech contracts and segmentation, while letting their agencies pull the […]
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 […]
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 […]
If publishers and platforms often hold contentious relationships with each other, NBCUniversal shows signs of wanting to change that frenemy dynamic. Leading up to last week’s Snapchat IPO, NBCUniversal invested $500 million in the video messaging and content app, CNBC reported Friday. That investment would give the media company an approximately a 2% stake, according to […]
NBC is putting its money where its mouth is. The broadcaster on Thursday revealed it would commit to sell $1 billion in targeted media based on audience guarantees in time for the 2017-2018 upfront. Although that figure only represents about 17% of the estimated $6 billion NBC transacted through advance commitments last year, it’s […]
Roku generated nearly $400 million in 2016 revenue, mostly from standard hardware sales around its devices. But $100 million of its revenue was attributed to Roku’s media licensing and advertising businesses, which are expected to be its biggest growth drivers. The real MVP of Roku’s media and licensing segment may be the set-top box manufacturer’s […]
The Dentsu Aegis Network is testing a cross-screen measurement system developed by video platform YuMe, released Wednesday, which maps connected TV (CTV) IDs to Nielsen panels. The system gives TV planners access to audience measurement based on demographic breakouts across multiple app publishers through a partnership with Nielsen. Dentsu’s digital video investment team wants a […]
Complementing Comcast’s massive cable footprint is a 750-person technology solutions group, comprised mostly of engineers who build video products for publishers and advertisers. “We’re mostly focusing on video technology solutions that help customers improve how their video operations run,” said Barry Tishgart, VP of Comcast Technology Solutions, a division of Comcast Cable. Projects include powering video-on-demand […]
Erica Schmidt, managing director of North America for Cadreon, will speak about the state of programmatic and advanced TV at Programmatic IO on April 5 in San Francisco. The times, they are a-changing for traditional TV planners. Advertisers and agencies increasingly expect to buy TV, over-the-top (OTT) and mobile on a converged basis. And many want to […]
Product placements aren’t new, but with the rise of subscription video-on-demand (SVOD) services – and a reduction in cable networks’ commercial loads – branded TV content is primed to take off. That said, it’s hard to credit a sale of a bucket of KFC chicken to Jimmy Kimmel peddling it on his late-night show, so one company […]
Simulmedia has sweetened its targeting capabilities for TV buyers. Through a strategic deal with consumer market research and retail analytics firm IRI, revealed Wednesday, marketers can now target their linear TV ads based on predictive purchase segments called IRI ProScores. These segments determine consumers’ likelihood to purchase based on different propensities. This is the first […]
Veteran Tremor Video CEO Bill Day has resigned, effective immediately, and will serve as a special adviser to the company through June. Paul Caine, the non-executive board chairman for Tremor since 2014 and former Bloomberg Media CRO, will step in as interim CEO and lead the search for a permanent replacement, the company said Thursday. […]
In the 16 years since it launched in 2001, Propel, Gatorade’s fitness-focused water brand, has slipped from top-of-mind presence for its audience to out of mind. “Consumers would say, ‘I love Propel. I kind of forgot about it,’” said Gina Hardy, senior marketing director of Gatorade at PepsiCo. To get its brand back in action […]
After Tegna spun off its broadcast and digital media business from Gannett in 2015, it built a managed services unit called Premion, focused on over-the-top advertising in regional and local markets. Premion initially used Tegna’s 700-person sales force but is now bulking up with dedicated sales staff. “We just brought on a regional sales director […]
IPG Mediabrands’ investment arm, Magna, revealed on Wednesday it is doubling its investment in over-the-top (OTT) TV provider Roku. It declined to name specifics but noted the deal has multiple implications for inventory rates and pricing, third-party research and data. Magna is forming a private deal with Roku to allow more precise targeting between the agency’s […]
Tubi TV knows that not everyone wants to pay for premium content. “We see a strong desire among viewers who want free content, whether they’re viewers in search of value or subscription viewers who can’t find the content they want on their SVOD [subscription video on demand] service,” said Thomas Ahn Hicks, co-founder and head […]
TV buying is becoming more data-driven, even on the linear side. But buyers and sellers are questioning whether audience targeting works on the medium. “’Should TV be bought on an audience basis?’ is still an outstanding question,” Donna Speciale, president of ad sales at Turner, said Wednesday at AdExchanger’s Industry Preview conference in New […]
Intuit’s TurboTax is one of the rare companies that blends its more traditional brand marketing investments in TV with digital and performance. This strategy, which happens at both the organizational and budget level, is intentional. “You’re consuming brand messages on television while surfing the internet on your phone or scrolling through Facebook,” said Cathleen Ryan, […]
What are broadcast advertising leaders thinking about now, with addressable TV on the horizon but squalls demanding attention? Linda Yaccarino, NBCU chairman of ad sales and client partnerships, addressed her pressing concerns and goals with Jennifer Breithaupt, Citi’s managing director of media, advertising and global entertainment, at AdExchanger’s Industry Preview on Wednesday. Below are Yaccarino’s […]
Despite the perception that over-the-top TV (OTT) supports digital ad-buying tactics – like dynamic insertion and targeting at scale – buying connected TV is still a largely manual process. “Everything we do right now is I/O-direct with publishers,” said Seth Walters, senior partner for interactive and connected TV (CTV) for WPP’s advanced TV agency, Modi […]
Like its competitors, IBM is acquiring and building a video stack. Instead of focusing on media execution, however, IBM is using Watson and data analytics to improve the relevancy of video content, ads and delivery models. “In ad-supported video, how do you make ultra-targeted ads tailored down to the individual for customer acquisition?” said David Mowrey, […]
CES has always been about TV, and 2017 was no exception. Displays got a whole lot sharper and devices got a whole lot thinner. But the TV advancements most relevant to marketers and advertisers revolve not around the hardware but the software, which enables addressable ads and better measurement. To be fair, CES isn’t exactly […]
TV buyers are used to transacting on GRPs and Nielsen ratings, while digital buyers purchase targeted impressions. That has complicated the way advertisers plan, buy and measure their emerging cross-screen campaigns. Several companies have built tools to address the problem, but many have sold brand-direct or by way of the trading desk. RTL Group–backed VideoAmp […]
Addressable TV significantly expanded in 2016, both in terms of ad spend and the total size of the addressable market. In 2015, addressable TV ad spend reached $400 million in the US and grew to $890 million in 2016, according to eMarketer. That’s quadruple the spend flowing into the marketplace in 2014. Last year, more […]
Maureen Bosetti, the chief investment officer for IPG Mediabrands’ Initiative, will discuss dynamics for this year’s upfronts alongside other TV power players at Industry Preview on Jan. 18 in New York City. The 2016 TV upfronts ended with networks posting double-digit CPM increases, but will that momentum carry into 2017? Two key factors could help buyers wield […]
Over-the-top (OTT) television is at an inflection point. While it’s a promising way for media owners to capitalize on changing consumer consumption habits – the number of connected TV users totaled 181.8 million viewers in 2016, a 20% year-over-year increase, according to eMarketer – with reward comes risk. OTT’s lucrative CPMs could also attract bad […]
Agencies are developing skills and business models around advanced TV buying, just as they once did for programmatic buying. GroupM has a dedicated department in Modi Media. IPG Mediabrands’ Cadreon, Dentsu Aegis’ Amplifi, Omnicom and Publicis Groupe also have added expertise. Even independent agencies like Horizon Media are building out advanced TV centers. “Advanced TV” […]
The Trade Desk is muscling its way into the TV operating system business with its Ventura OS – but the real story isn’t the product itself. It’s what TTD’s ambitions reveal about conflicts of interest within the industry and the inherent mismatch between consumer and advertiser needs.
The broadcast and streaming worlds are being pulled together by a wave of major M&A, from Fox’s $22 billion acquisition of Roku to Paramount’s merger with Warner Bros. Discovery. TV Land, naturally, is watching closely.
Ask Ad Manger offers instant troubleshooting help when a campaign isn’t delivering as expected, ideally by diagnosing the problem and suggesting how to fix it.
Goodway Group has reduced the number of SSPs it works with from about 20 at the end of 2024 to just single digits today.
CloudX, which makes AI infrastructure for app publishers, is expanding from monetization to agentic buying for user acquisition.
The Trade Desk expanded its relationships with a host of travel, hospitality and mobility-focused commerce media partners, including Uber Advertising, Booking.com, United Airline’s Kinective Media and MARRIOTT MEDIA.
