• 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 ...

  • 'High-Indexing,' It's The New Programmatic
    That's the way Jamie Power described the role of programmatic media-buying in television during her opening keynote at MediaPost's TV Insider Summit. Power, managing partner at WPP/GroupM's pure play advanced TV media-buying shop, said she doesn't like using the word "programmatic" to describe the programmatic part of what her agency does, mainly because it's a "bad word" in the industry these days and means different things to different people. Mainly, she said it's just a confusing word. By contrast, "high-indexing" explains what the process is trying to achieve: acquiring TV inventory that indexes higher among the consumers agencies and brands ...
  • Programmatic TV: Doesn't Work Perfectly, But Close Enough
    One-to-one marketing is still too hard for TV -- at the moment, anyway. But programmatic TV deals can work -- generally well. Speaking at the MediaPost TV Summit, Oscar Garza, global director of programmatic of Essence, says, with regard to true one-to-one TV marketing: "It's easier on digital, but not on linear TV. Addressable will improve on that."
  • Addressable TV: Though Still Young, Efficiencies Available

    Although addressable TV deals are still in the nascent stage, some deals are now increasingly efficient for marketers.

    Speaking at MediaPost's TV Summit, Jamie Power, managing partner of Group M’s pure-play addressable TV unit Modi Media, says the business is growing. Now one-third of all TV homes are addressable -- soon to be half of all TV homes.

    Current addressable media deals aren’t for everyone. Power says a media addressable deal works when targeting 5% to 30% of those homes. Under 5% isn’t efficient.

    Power says addressable works best when reaching consumers at the ...

  • Omnicom's Steuer: OTT Will Force TV's Hand, Enabling Much More Targeted Inventory
    The TV industry has been talking about addressability and precision targeting for decades, but the reality is the vast majority of TV advertising buys are still based on old-school boxcar numbers or some version of demographic segmentation of Nielsen ratings. That's all about to change, according to Omnicom Chief Research Officer Jonathan Steuer. Speaking on a panel at MediaPost's TV Insider Summit on Amelia Island, FL, this morning, Steuer said, "I think we're going to see a lot of change going on over the next three to five years. Mainly because if the traditional TV sources don't make their inventory ...
  • Thar's Gold In Them Thar Nils
    In this case, the nils are the so-called "long-tail networks" whose audience reach isn't statistically significant enough to be measured by Nielsen, but who nonetheless add up to some real TV advertising opportunities, if you know how to measure them. That was the case made by Alex Lundry, Chief Analytics Officer, Jeb Bush Campaign/Co-Founder, Deep Root Analytics, during the opening panel discussion at MediaPost's TV Insider Summit on Amelia Island, FL, this morning.
  • Caution: Buying Into Early OTT For Marketers

    Not all is smooth running for marketers with over-the-top digital TV platforms.

    With regard to OTT, Kyle Roberts, president of Smart Media Group, speaking at the MediaPost TV Insider Summit, says: “The consumer experience is really important... there are lot of times I see a black screen in digital video.”

    Roberts add: “In the OTT space, I say caution: There may be scenario where you are not going to get a digital delivery seamless experience on the buy side.”

    Jonathan Steuer, chief research officer for Omnicom: "We are still at the point where we seeing a lot of ...

  • GoDaddy's Fischer: Forget Attribution, Think 'Contribution'
    GoDaddy is well known for its extravagant use of TV media buys, having bought time in every Super Bowl every year of its existence except last year. And tellingly, that may have something to do with Eric Fischer joining as director of global brand media a couple of years ago. While Fischer did not explicitly make a connection between GoDaddy bowing out of the last Super Bowl, he did make a case for utilizing TV with much more of a scientific precision than most marketers have utilized it to date. Speaking during the opening keynote at MediaPost's TV Insider Summit ...
  • The $735,000 Effective CPM
    When it comes to the 2016 Presidential campaign, the most effective CPM is about $735,000, according to political media-buying expert Michael Beach. During a keynote presentation at MediaPost's TV Insider Summit on Amelia Island, FL, Beach made the case that when you refine the projected $3 billion in media spending that will be allocated in the race for the White House, it is really only there to influence a relatively small percentage of the U.S. population: about 4 million "actual" and "persuadable" voters residing in the swing states that will determine the presidency.
« Previous Entries Next Entries »