• How Advertiser Sales Data Will Turn The Sales Funnel Into An Hourglass
    We are entering the stage where anonymous data-matching techniques are improving enough that an individual's television-viewing behavior can be directly matched to his or her purchase information. This development will have a dramatic impact on how television advertising is bought and sold.
  • How Programmatic Can Amplify Your TV Buys
    Programmatic buying can be used to extend TV audiences to improve a cross-channel campaign. These audiences can be targeted in a number of different ways: by show, for example, target audiences of "Big Bang Theory"; by category, for example, target audiences of televised sports; by TV events, for example, target the Super Bowl audience; by daypart, for example, target day-time audiences; by custom segments that combine any of the above with first- or third-party data; and by viewership, for example, target light viewers of any of the above.
  • Demystifying The Use Of TV Audience Data: A Call For Standardization
    Network groups' increasing investments in TV audience data suggest that this is not a passing fad -- and may soon become the lingua franca for most TV campaigns. That means TV media buying is about to become very complex very quickly. To build a data-driven TV plan requires understanding several key aspects of the data available and how it will be applied to the inventory.
  • Moneyball 2.0
    Welcome to a world of multiple exchanges, complex algorithms, confusing jargon, aggressive middlemen, and tuned-out clients. Sound familiar? Well, it's not ad tech. It's Wall Street. The eerie parallels between today's Wall Street and the increasingly automated world of advertising are unmistakable in Michael Lewis' new book, "Flash Boys." (Lewis has shed indirect light on our industry before with his 2003 book "Moneyball," which became the the hero narrative for quants.)
  • Programmatic TV: Lines Of Demarcation
    Spain. July 2, 1494. A stone-cold morning. Spanish King Ferdinand II complains to his queen, Isabella: "The Portuguese. Always the Portuguese." Isabella munches on a quail egg and light toast. "Boundaries," he murmurs.
  • TV Audience Buying Is Only Half the Story
    TV audience buying is only half the story of programmatic TV. The other half is technology automation. And the good news is that the tech is much further along than many realize. In fact, in some areas, it has leapfrogged over digital tech.
  • Is A Programmatic TV Upfront Like Managing Your 401K?
    As the TV upfront season begins in earnest this year, many agencies and their clients are asking central questions about programmatic TV. "How does programmatic TV fit into the upfront?" Or, "Should a programmatic TV upfront exist? " At first blush, the answers are "it doesn't" and "no." Programmatic TV is the marriage of TV audience data with tech automation to optimize a campaign in-flight. The attraction of programmatic TV stems from its agility and immediacy in TV planning and buying. Programmatic TV is at its best when optimizing campaigns on TV inventory this week, next week, or even next ...
  • The TV Upfront: A Shaman's Tell
    At lunch the other day, a shaman I know brought up the topic of the implosion in recent years of upfront-like events hosted by the media community. How do you digest them all, he queried. A full plate, I responded: TV Networks, Cable Networks, Syndicators, NewFronts, Digital Place-Based and most recently, Programmatic TV'ers ... hundreds of presentations and industry gatherings. Age and gender? What else, I replied. Data infusion? Minimal, at best. While passing the fried pickles he asked whether I was familiar with the Native American tale of the TV Upfront and the gathering of sticks. I wasn't. He ...
  • A Practical Definition Of Programmatic TV
    Programmatic TV advertising has become a hot topic over the past year, but what does it really mean? The digital advertising players have been developing a programmatic ecosystem for some time, yet they define programmatic in what amounts to a "I'll know it when I see it" manner. So how might we map such a loosely formed concept to the TV advertising industry?
  • Inevitable Impact Of TV-Derived Business Outcomes On This Year's Upfront
    We are entering a new era of television history, an era where data has as much value as content. In the 2015/16 upfront season, the networks will still need to deliver on the promise that content will carry the audience weight it has historically delivered. But starting this year, the networks will also need to predict, guarantee and deliver the audiences most likely to buy an advertiser's product.
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