Like the packaged products he helps market, Omnicom Media Group Chief Research Officer Jonathan Steuer wishes data segments disclosed their ingredients on the side of the label. “You really have to dig to figure out what’s in [a segment] right now,” Steuer said Monday at the Advertising Research Foundation’s Audience Measurement Summit in Jersey City. […]
Cadent, a media network and data platform for pay TV providers, has rolled out a TV targeting tool that taps into TiVo’s data sets. Available initially as a managed service, the product is Cadent’s first since its acquisition last August of addressable and video on-demand ad platform BlackArrow. GroupM’s advanced TV specialist Modi Media is the first […]
GroupM’s 25-person advanced TV team, Modi Media, is investing three times the amount it did in connected TV this year over last, driven mostly by exploding consumer demand and growth in media availability. To support its growing investment, Modi will use interactive video ad server Innovid to aggregate audience and measure ad views across 25 […]
Television may be a little late to the programmatic party, but addressable TV promises to blend performance efficiencies with proven sales lift – and that’s changing the face of the TV buy. Media agencies were historically agents of the upper funnel, but data and technology are redefining the awareness and consideration phase. “A client used […]
TV ad delivery will become more addressable as more viewers stream video from set-top boxes and consume IP-based content. Although the addressable TV ad market is still only worth $300 million compared to linear TV’s $70 billion, cable operators and agencies agree that growing the addressable TV footprint will introduce more flexibility into the cross-platform […]
WPP Group-owned media agency GroupM’s launch Monday of spinoff Modi Media, intended to improve targeted television ads, expands WPP’s authority on addressable and interactive TV tools and services. Michael Bologna, GroupM’s former director of emerging communications who was named as Modi’s president, said Modi will operate as a separate business unit with access to clients […]
