Michele Toller, Empower MediaMarketing's VP, offline investment and activation, uses a new BIA/Kelsey report on the 2017 outlook for programmatic in local TV as a jumping-off point about the state of the industry.
Many Eicoff clients are eager to explore the potential of both addressable television and "programmatic" TV options, says SVP/media group director Eileen Bousquet in an interview.
Refusing to buy into walled gardens is hardly a realistic or wise option, given today's overriding mandate for a consumer-led, audience-based strategic approach, agreed executives on a MediaPost television panel.
Turner and other media companies are investing heavily to be able to sell much of their inventory through targeted audience-based deals in the near future - and they need measurement partners to step up to that challenge, says Dan Aversano, SVP of ad innovation and programmatic solutions for Turner.
Over the course of this year, we've reported on a number of test buys driven by the demand for greater efficiency and effectiveness.
What measurement methods and metrics make sense for the new TV landscape? A recent MediaPost panel explored this issue ... and more.
The nature of television and viewership are morphing, but a serious lag in measurement capabilities is impeding marketers' ability to leverage the new dynamics, says George Musi, SVP, head of analytics and insight at Optimedia.
While content delivery and ad insertion technologies for TV and video will eventually merge, that's years away. How are media buy- and sell-side strategies evolving in the meantime?
Starcom Mediavest Group supervisor Daniel Solarz reported some outcomes from a cross-channel campaign, and discussed addressable's current limitations at MediaPost's TV Insider Summit.
addressable "is real, and it's here," and it's in many cases producing measurable lifts in sales and return on advertising spending (ROAS), as well as in KPIs, reports Daniel Solarz, supervisor, Starcom Mediavest Group/SMG.