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Joseph Abruzzo

Member since August 2006

  • Chief Exploration Officer Havas Media
  • 200 Hudson St
  • New York New York
  • 10013 USA

media investment consulting

Meet Joseph at MediaPost Events

  • Joseph attended Media Agency of the Year, January 12, 2010

Articles by Joseph All articles by Joseph

  • TV Programmatic: More than Real-Time Bidding in Audience Buying Insider on 02/17/2015

    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.

  • 5 Steps to Drive Adoption of Mobile Payment Apps in mCommerce Daily on 10/08/2014

    Apple recently introduced a smart watch, Apple Pay and two new versions of the iPhone 6, which offer screens larger than the iPhone 5 and the Samsung Galaxy S5. However, one can argue that the most important part of the announcement deals with Apple's introduction of a "near field communication" (NFC) capability to the iPhone 6, which will enable

  • Social TV, Earned Media Channels And Millennials in Metrics Insider on 08/13/2014

    How important is social TV: people posting and reading comments about TV programs on social media platforms? A recent study, undertaken by the Council for Research Excellence in September and October of 2013, surveyed the online population of people 15 to 54 and found that on a typical day, about 19% of them are reached by social media regarding prime-time TV.

  • TV Programmatic: More than Real-Time Bidding in Audience Buying Insider on 07/15/2014

    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.

  • For The Economic Recovery, Consumer Component Finally Falling Into Place in MediaDailyNews on 06/02/2014

    There are now several indications, including last week's release of the Conference Board Consumer Confidence Index (May 2014), that the U.S. economy is moving in the right direction and the final pieces for a more complete recovery are falling into place.

  • Leveraging Big Data To Improve TV Targeting Precision in Audience Buying Insider on 05/23/2014

    Big data now represents the next step in improving television program selection and targeting precision. Merge, append, fuse and model are all terms that can bring increased precision for reaching high value prospects. These methods are discussed below:

  • Things To Consider For Marketing Communications Development Under The Affordable Care Act in Marketing: Health on 05/13/2014

    Millions of Americans who could not previously afford health insurance and those who had been denied health insurance coverage because of pre-existing conditions now have access to affordable health insurance coverage.

  • Aggregating Small TV Ratings Can Build Unique Reach  in MediaDailyNews on 03/28/2014

    Despite the very low ratings per telecast within cable, highly dispersed schedules offer the opportunity to build unique reach - a fraction of a rating point at a time. And, as optimizers bear out, the benefits of a combined broadcast and cable schedule are magnified when considering cable cost efficiencies, just look at "Big Bang Theory" and "Modern Family."

  • A Road Map For Improving Measurement Of Online Sales Return  in MediaDailyNews on 02/21/2014

    Advertisers are demanding greater accountability. They are looking for data points that help to reduce risk and maximize the sales return on their marketing investments.For many, the data points they look toward are contained in marketing mix modeling results.

  • Comcast Plans To Expand Supply Of On-Demand C3 Ratings in TV Board on 06/27/2013

Comments by Joseph All comments by Joseph

  • Leveraging Big Data To Improve TV Targeting Precision by Joe Abruzzo (Audience Buying Insider on 05/23/2014)

    Thanks Ed. We have found the data and methods discussed above to be useful supplements to Nielsen Ratings in cases where the groups that we are attempting to reach have a low incidence and limited representation with the Nielsen panel. This is especially important in the evaluation of buying opportunities within long-tail (low-rated) cable networks. Finally, this is the only option for the 100 or so cable networks that currently have no persons-level ratings measurement.

  • Leveraging Big Data To Improve TV Targeting Precision by Joe Abruzzo (Audience Buying Insider on 05/23/2014)

    Thanks for your comments. We're always interested in delivering the right message to the right prospect - this includes the idea of segmented messaging. We think the idea of targeting precision applies to both individual television properties as well as to the portfolio that we purchase to reach a particular target prospect. If, in the process of developing targets, we're able to identify a group that represents significant business potential, it’s important to first understand how to unlock that opportunity.

  • Aggregating Small TV Ratings Can Build Unique Reach by Joe Abruzzo (MediaDailyNews on 03/28/2014)

    As Erwin Ephron taught me, dispersion is important if you want to build unduplicated reach. And concentrating too many GRPS in one place in not advised. I think this is an interesting analysis of the benefits of small ratings that can be dispersion across days and dayparts.

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