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.
Entrenched methods and silos, as well as scale, budget, standardization and measurement limitations, must all be overcome before OTT can really take off, according to a panel at MediaPost's Television Insider Summit.
The current value and limitations, and future prospects, of intermediaries working with media and media buyers were the focus of a recent MediaPost Television Insider Summit session titled: "How Many Middlemen Does It Take To Screw Up TV?"
Lack of data standardization is a substantially bigger hurdle to programmatic TV's speed of adoption than incompatibilities with the traditional TV selling/buying process was one takeaway from industry pros on a panel during the latest BIA/Kelsey webinar updating developments in PTV.
As television and video content blur into "T-video" and viewing habits become even more fragmented, sometimes-erroneous assumptions are bound to pop up. During MediaPost's OMMA TV Insider Summit, GfK's Karen Ramspacher reported on research that sets the record straight.
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.
Livestreaming is starting to earn a place alongside traditional television programming formats and channels, and will only grow in importance, according to three media pros on a panel at MediaPost's OMMA Video event.
Videa, the Cox Media Group supply-side platform, announced its official launch this week and Nielsen announced that it will expand its Portable People Meter tech into local TV ratings.