• Party On: The Super Bowl's OOH And Streaming Bonanzas
    This year, brands paying up to $5 million for broadcasting a 30-second ad will also be part of a historic development on the audience front: For the first time, all national ads will also be included in the digital stream. Advertisers will also have more options for monitoring every aspect of their digital performance during the big game.
  • AOL & Programmatic TV
    Programmatic TV will definitely play a part in AOL's future, according to Marta Martinez, SVP, AOL Advertising. Martinez was interviewed at length by Real-Time Daily's editor Tobi Elkin for a post that was published previously in RTBlog. Here are the relevant parts of the Q&A:
  • Programmatic TV: Marrying Before You Date (A Possible New Standard)?
    Since mid-2015, there have been a plethora of organizations and individuals calling for all media peoples associated with the programmatic TV realm to create standards as befits a proper media vertical. I'm all for evolving our programmatic TV universe whether scrutiny is focused on any or all of its components. My concern is that we, as well-intentioned conspirators, spend too much time formalizing that which is still in its primordial testing phase. The perspiration that goes into the articulation of perceived value propositions could easily, in my opinion, be re-diverted to actual in-market trials where the participants share with its ...
  • Programmatic TV: The Score
    To date, all television inventory represented in programmatic TV proposals is opaqued. A proposal delineates TV networks and impressions by network, but not impressions by program or daypart for the individual networks represented in the proposal. It is extremely difficult to vivisect.
  • Programmatic TV: What's Gross Got To Do With It?
    On the phone the other day trying to advance a local programmatic TV negotiation, I queried the vendor on whether there was a transactional fee for its service. Some platforms, like Videa, pass the fee onto the TV station or publisher; others, like Comcast's Audience Plus, offer all-inclusive gross packages, e.g., inventory, transactional costs and posting. Understanding and accepting that we were engaging in digital modeling, of course there would be an ad-serving fee. No problem. Gross or net? Silence.
  • Videology, TubeMogul And The Trade Desk Ranked As Top DSPs For Video
    Companies moving toward (or already using) programmatic TV buying should consider the results of a recent study of video advertising demand-side platform (DSP) providers. Forrester Research named Videology, as well as TubeMogul and The Trade Desk, as leaders in its Wave report, an evaluation of video DSPs.
  • Why Programmatic Will Save Digital Outdoor
    As outdoor ads become more like TV/video, they can likewise use programmatic techniques for ad buying. Sean Hargrave discussed the linking of digital outdoor with programmatic in a recent post for London Blog, reposted here.
  • TV Programmatic & The Snow Cone
    A New Yorker cartoon: A man and his young son walk up to an ice cream truck on the street corner. The vendor is an Eskimo. The man and his son request a snow cone. The vendor responds, "You have to be more specific - my people have more than four hundred different words for snow cone."
  • Viamedia, Rentrak Team For New Political Ad-Planning Tool
    Helping to navigate the expected wild swings in local TV advertising inventory for the political season, pay TV provider advertising sales company Viamedia and media measurement company Rentrak recently announced a political advertising planning tool. Using Rentrak's Advanced Demographics, the tool was developed to plan, purchase and manage TV inventory for the 2016 political season. It can show where ad inventory will be in highest demand, allowing political and other marketers to shift media dollars to other areas.
  • The DMA To DMZ: An Impression
    If memory serves me well, back in the mid-1950s two opposing media research forces were vying for hegemony over the naming and defining rights for a "media market," a static, physical piece of property that was defined by many characteristics, such as number of people, homes, education, families, dwelling, income, boundaries, occupation, that would stretch continuously in many shapes and sizes across the United States. The two top contenders were ADI (area of dominant influence) and DMA (designated marketing area). My understanding is that somehow Nielsen Media Research won the coin toss, and DMA it has been ever since.
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