• How Planning Problems Are Hindering Cross-Channel Campaigns
    Kleiner Perkins's Mary Meeker recently released her annual Internet trends report, and of the many emerging behaviors described, there's one that brands have already taken note of: cross-device consumption. We expect that this behavior will only continue to grow and in doing so, will open up a whole world of interesting possibilities for advertisers. In fact, many have already attempted to leverage those with holistic new cross-channel campaigns. It sounds great, but so far things aren't turning out as planned.
  • Measuring Returns From TV: Where Is ROBI?
    A few weeks ago, I was talking with a colleague from one of the major audience data companies about the future of measuring TV. With all the big data we have at our fingertips, we will soon use the same measurement tools for TV brand campaigns that we use for digital. "If you can't measure it, you can't manage it," is one of the undisputed business mantras from Peter Drucker. My colleague was concerned that the current and upcoming generation of marketers and CMOs have been so thoroughly schooled in this belief that they will tend to manage TV brand ...
  • TV Programmatic: More than Real-Time Bidding
    Programmatic buying is getting a good deal of attention -- and recent articles have speculated on leveraging infrastructure created for digital programmatic to accelerate the rise of programmatic in television. While this may be easier said than done, several programmatic vendors are investing heavily in building the infrastructure that will be required to deliver a programmatic TV capability. Things are progressing quickly and the results are encouraging.
  • 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.)
  • Remnant Is Dead -- Long Live Remnant!
    Is "remnant" a good thing or a bad thing? How could the same word to describe undesirable ad inventory be interpreted both ways simultaneously? Why does it still cast a long shadow on TV, but has disappeared into the sunset of the online advertising lexicon? Let's flip back a few pages into the media archives and find out.
  • 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:
  • Programmatic TV: Bringing Sexy Back, Ad Dollars, Too
    Melanie is a colleague of mine who is an exceptional marketer. Melanie is also a self-described shoe fashionista. Digital marketers know plenty about Melanie's shoe shopping habits, along with the habits of her fellow shoe fashionista friends. They know she shops at Gilt, Zappos, Rue LaLa and Nordstrom. They likely know the type of shoes she's going to buy almost as soon as Melanie knows it. But in TV, we've known so little about Melanie -- in fact, all we know is that she is a female, aged 18-34. So until now, we haven't been able to get a clear ...
  • Facebook And The TV Data Revolution
    Facebook's announcement that its mobile app will start to act like Shazam and "listen" to your music and TV choices has struck some as creepy and invasive. Privacy is always a concern to me as a person. But as a professional, what's interesting is the fact that Facebook is helping the TV data revolution go massively mainstream. That revolution is being fueled by an emerging class of TV data-gathering, using a process called automated content recognition, or ACR. What's revolutionary is that ACR is democratizing TV data gathering, promising to inject into the marketing and media mainstream what had been ...
  • TV Isn't Like RTB -- But That Doesn't Mean It Isn't Evolving
    The promises of digital were faster execution, more accurate measurement, and more robust targeting than TV had ever seen, And yet, TV is still where the budgets are. No matter how many strides digital has made, TV is still king. TV can learn from digital, but those lessons aren't to be found in the RTB world, which is where most of us have been looking. Before TV can realize its programmatic future, digital needs to.
  • When An Irresistible Force Meets An Immovable Object
    In the boxing ring of TV are two fighters. In the near corner is "Irresistible Force," a fighter known for a granular understanding of audience behaviors through data. He can punch far above his weight when it comes to understanding what audiences watch on TV. In the far corner is "Immovable Object" -- also known as Status Quo. His powerful contextual physique throws inertia-laden punches, leaving opponents wondering how he is still standing in the ring after all these years.
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