• Programmatic TV: In Their Own Words
    Charlene Weisler and I thought it would be an interesting proposition for this week's Audience Buying Insider to allow some of the prominent programmatic TV players to speak for themselves rather than through our vivisection of their value propositions.
  • In Defense Of Swapping: TV Programmatic Inventory
    One of the impediments to the acceptance of TV programmatic platforms by the ensconced TV buying community is the concern over whether there will ever be sufficient "quality" inventory -- a.k.a. broadcast and cable network programs in traditionally valued dayparts -- available for the wonders of a transparency-automated, workflow-efficiencied, and third- and first-partied, mixologized-data platform that propels the TV planning and purchasing process into the digital epoch. There's precedent, with myriad examples of broadcasters and cablers swapping their most valued video inventory with outside sales entities for cash or the promise thereof. From the beginning:
  • 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.
  • It's All TV, Isn't It: A Rumination
    I'm a TV guy, and proud of it. I enjoy horizontally watching a slew of my favorite professionally produced TV programs, surfing the electronic program guide, and neurotically scanning my personal video recordings selections to ascertain future storage capacity. I eagerly await the ubiquitous deployment of advanced TV applications in the televisual realm: addressability (with interactive extensions), telescoping, intuitive navigation (encompassing all content, all the time, on-demand) and TV programmatic pragmatism coupled with more meaningful, manageable "big data." That's me. So here is my question to you: Why the continued TV and digital video divide, though agencies religiously profess the ...
  • TV Programmatic: The Best Of All Possible Worlds?
    There was a Panglossian philosophy, the metaphysico-theologo-cosmolo-nigology, espoused around the time of the Lisbon earthquake of 1755, which stressed that "things cannot be otherwise than they are; for as all things have been created for some end, they must necessarily be created for the best end." TV programmatic, for example.
  • Programmatic TV: Groping For Translatable Measurements
    Charlene Weisler and I are putting the finishing touches on a series of interviews we conducted in the programmatic TV space. We queried representatives from four verticals: ascending programmatic TV advertising agencies (US International Media, Varick Media Management); pioneering platforms (TubeMogul, Videa); data-ists (Datalogix, Rentrak); and inquisitive content providers (TV channel Reelz, TV station group Nexstar). I mention these interviews, which often focused on the evolving meaningful, usable, data-infused research, as a segue to a recent incident that occurred in Chicago while visiting a client.
  • 'Risk Sharing' With Audience Data: It's Complicated
    Audience data for TV has quickly become the defining trend for 2015. Like many other industries in the Big Data era, TV has never had so much data available before. Spending patterns from credit card databases are now matched to TV viewership trends. So are shopper card databases from retailers and auto registrations. With all this new data, it's possible to now know what Oreo cookie lovers watch on TV and which networks are big hits with United Airlines frequent flyers.
  • Long Tail, Short Snout: A Twice-Sold Tale
    Chris Anderson's tome, "The Long Tail: Why the Future of Business is Selling Less of More" (2006), wrestled the "long tail" distribution concept from the dominion of theoretical statisticians into the upturned palms of e-tailers, who the author posited would inherit the earth, to the bemusement of entertainment Goliaths. The strategy: sell a large number of unique items with relatively small quantities sold of each, in conjunction with the sale of fewer popular items in large quantities. Within months, the TV community appropriated the long-tail concept, adding the term to its lexicon.
  • 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.
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