• Putting The T- In TRPs: How Gildan Leveraged Programmatic To Target Better
    To illustrate how t-shirt and activewear (including undies) marketer Gildan leveraged programmatic TV, Steve Parker Jr. showed a spot that got right to the point, literally. The spot, which showed a cornball magician poised to poke sharp-pointed swords into woman volunteer in a magic box. The woman asked the magician to wait while she shimmied out of her Gildan t-shirt, presumably to save it from having the magician's swords tear holes in it. She then said, "Okay, go ahead."
  • Programmatic TV: Don't Overthink It

    Programmatic TV deals can outperform certain digital video buys -- somewhat surprisingly for one digital media agency.

    In doing a programmatic TV deal for clothes-maker Gildan USA,  Steve Parker Jr., ceo/co-founder of Charleston, SC.-based Levelwing, speaking at MediaPost's TV Insider Summit, said: “It was interesting that [programmatic TV] outperformed online and mobile pre-roll.”

    In phase one, Gildan, whose competition is the likes of Fruit of the Loom and Hanes, targeted males 18-34, with income of $50,000 to $100,000. Parker said programmatic TV drove 20% in reduction in cost per thousand [CPM] prices versus traditional TV deals. “We ...

  • Addressable/Programmatic TV Deals: Lacking Traditional TV Data Points?
    What is the downside of addressable/programmatic TV deals? Sometimes it's the lack of traditional TV specifics. An addressable/programmatic TV buy that media agency US International Media made recently for a Caribbean Island client struggled with some of these issues.
  • Talking About A Mysterious Island Designation In A Not-So-Mysterious Island Location
    The not-so-mysterious location is the one we've been talking about all week: Amelia Island, FL, the venue of MediaPost's Insider Summits this week. The mysterious island destination, is the one US International Media's Ryan McArthur and Mitch Oscar were talking about using addressable TV and programmatic TV campaigns to market during a keynote presentation at the TV Insider Summit. The presentation raised more questions than it answered, including how targets for reaching prospects to promote the destination, which is located 1,449 miles south of Amelia Island.
  • Media Mix: Going Backwards Can Mean Going Forward.

    As the digital media market matures, some marketers have gone back to traditional media as part of their media mix. 

    Jack Jackson, associate integrated media director of Zimmerman Advertising, speaking at the MediaPost TV Insider Summit said that in general, automotive marketers a few years ago had 10% of budgets in digital, then rising to 50%. Now he says it’s headed back to traditional TV.

    “It is shifting back, wanting to go back to broadcast -- wanting to go back to localized cable, or radio, if they have to,” he says.

    In addition, Jackson ...

  • Can Programmatic Solve Brands' Frequency Problem?
    With regard to ad frequency, there remains a serious disconnect between creative and media teams. In other words, too few brands consider how the over delivery of ads affect the quality of their message. It's a real "pet peeve" for Fariba Zamaniyan, SVP of Audience Insight at TiVO Research. Yet the programmatic revolution is forcing a "convergence" between creative and media, Zamaniyan told attendees of MediaPost's TV Insider Summit, on Friday. Brands are "going to need highly targeted frequency," she said. Lilian Ligor -- senior manager for global broadcast marketing at Vista Print -- agreed. "At times we have too ...
  • OTT May Be At 5%, But Don't Expect Any Immediate Solutions
    Over-the-top platforms are a hot topic on Madison Avenue -- mainly because they are a hot way for consumers to access TV and other forms of video content -- and while agencies and brands are investing more heavily in such outlets, don't expect any kind of "5% solution," at least not anytime soon. The 5% solution was a concept coined by defunct but once influential ad agency Ted Bates (since merged into Publicis and Zenith Media) to create a media planning and buying structure for dealing with then fast-growing consumer video platform cable TV in the early 1980s.
  • OTT: New TV Tech, Big Promise, But Some Old Sales Ideas

    Focusing on over-the-top digital TV platforms, there is a lot of future expectation and promise, as well as some old line TV sales thinking as well.

    Oleg Korenfeld, executive vp of ad tech and platforms for MediaVest, speaking at MediaPost's TV Insider Summit, says many sellers who come from a traditional TV background are packaging new OTT product like traditional linear TV, and focusing on CPMs, for example.

    “As buyers we should be asking for more... talk to them like you are talking about [buying] a digital platform,” says Korenfeld.

    In discussion with OTT set-top box ...

  • Is TV Going To Die? Maybe, Sort Of, Depends On How You Define It
    That's how the opening panel on Day Two of MediaPost's TV Insider Summit kicked off this morning. Fear not -- the answer does not mean the death of future TV Insider Summits, necessarily. But it does suggest we might need to change the way we think about television. "We don't even call it TV," said moderator, Keith Pieper, vice president-technology at IMM. Talking about his own family view, Pieper said his household now calls it "screen time."
  • New Targeted TV; Lawn-Mowing 'Aficionados' and 'Loathers'

    Adding programmatic and addressable TV efforts for new motorized outdoor power equipment helped boost Troy-Bilt -- and even got them on ESPN.

    Elizabeth Ballash, media director at Marcus Thomas LLC, speaking at MediaPost TV Insider Summit, says Troy-Bilt was looking to launch a new line, Flex, where one engine comes with multiple attachments, including snowblower, leaf blower, and lawn mowing.

    The target audience was consumers 25-54, mostly male. Using GfK MRI data, Ballash segmented its audience into a number of categories, from the resistors to lawn maintenance, “loathers” -- all ...

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