John Collins, managing director of broadcast and iTV at Media Storm, lays out the challenges he feels will need to be overcome in order for buyers and sellers to realize addressable's potential.
The questions are: How long will it take for metrics generated by solutions encompassing all of the key platforms to be available, and what solution or solutions will come to be most widely adopted?
Previous columns have presented the benefits and limitations of addressable. It's time to turn some attention toward connected and OTT.
Enhanced targeting capabilities are driving accelerated investment by national marketers in local media, according to BIA/Kelsey analysts' local marketing and media predictions for 2017.
Michele Toller, Empower MediaMarketing's VP, offline investment and activation, uses a new BIA/Kelsey report on the 2017 outlook for programmatic in local TV as a jumping-off point about the state of the industry.
Many Eicoff clients are eager to explore the potential of both addressable television and "programmatic" TV options, says SVP/media group director Eileen Bousquet in an interview.
Refusing to buy into walled gardens is hardly a realistic or wise option, given today's overriding mandate for a consumer-led, audience-based strategic approach, agreed executives on a MediaPost television panel.
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.
Over the course of this year, we've reported on a number of test buys driven by the demand for greater efficiency and effectiveness.
What measurement methods and metrics make sense for the new TV landscape? A recent MediaPost panel explored this issue ... and more.