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Ed DeNicola

Member since April 2004Contact Ed

  • CSO, Head of Media Partnerships SceneSave
  • Twitter: Ed DeNicola@ed_denicola
  • 73 Riverdale Ave. E.
  • Tinton Falls New Jersey
  • 07724 USA

Ed DeNicola started his career in media at a cable TV network. He spent just short of 20 years at The Nielsen Company working mostly with TV networks and DBS providers. From there, he learned TV ad targeting from the company that invented it (TiVo Research) and had an opportunity to apply those learnings for a political consultancy in primary races and the 2016 US presidential election. He is currently working to make TV shop-able.

Articles by Ed All articles by Ed

  • 'The Great Hack's' Great Assumption in Marketing Politics Weekly on 10/21/2019

    The hit Netflix movie "The Great Hack" is what happens when people with no media research experience make a movie about ad targeting. The problem with the film is that it is based on speculation and does not include any attribution research or evidence that proves that data caused the Trump and Brexit campaigns to win.

  • The Media Math Behind Russian Meddling in Marketing Politics Weekly on 10/09/2019

    The Mueller investigation confirmed that the Russians meddled in the 2016 U.S. presidential election. However, it is not believed to have had a material impact on the outcome of the election. Here's my math on that.

  • What Will TV Advertising Look Like In 10 Years? in MediaDailyNews on 05/03/2018

    It's 2028 and no one remembers the uproar surrounding Cambridge Analytica (CA) and Facebook anymore. The latter's market cap returned to its prior level after a short time. A lot of people made enormous sums of money back in 2018 buying Facebook stock when the perceived data breach caused the price to drop. Both Mark Zuckerberg and Sheryl Sandberg have a lot more gray hair today than they did ten years ago.

  • Will Data Resurrect TV? in Television News Daily on 08/15/2017

    There is an optimal allocation that advertisers should endeavor to strike with digital and TV budgets. The hyped-up rivalry between TV and digital is more fiction than reality. The two types of advertising are complimentary. It is not an either-or proposition.

  • C3 And The Next Media Frontier: Set-Top-Box Data  in TV Board on 02/05/2010

    The national television industry has every reason to congratulate itself for successfully adapting its ad currency to accommodate for a disruptive technology known as the digital video recorder (DVR). The acceptance and implementation of C3 ratings happened very quickly considering the enormity of the change.

  • Set Top Box Research: A Call for More Open Dialogue  in TV Board on 08/07/2009

    From a research perspective, digital set top box (STB) data is the most exciting thing to happen to the television research business since people meters rolled out in the late eighties. It has the potential to have a giant impact on the industry" second by second data, new ad retention metrics, precise commercial and brand ratings, enormous sample sizes as well as the ability to directly link tuning data with other information at a household or device level.

Comments by Ed All comments by Ed

  • 'The Great Hack's' Great Assumption by Ed DeNicola (Marketing Politics Weekly on 10/21/2019)

    Thanks for your comments, James.  When writing on this topic, I don't receive too many high fives.  You're right about the need to vet digital ads.  I thnk it will need to be mandated; for profit companies like Facebook are not going to want to add the expense and resources unless it's a legal requirement.  Years ago when I was a marketing rep for The Nielsen Company, much of our time was spent vetting TV network ads that included Nielsen data.  They had to be approved.  It was very time consuming for the company.  It's also not a task that could be easily automated using AI.

  • The Media Math Behind Russian Meddling by Ed DeNicola (Marketing Politics Weekly on 10/09/2019)

    You may be right about that, Douglas.  I've never studied or tracked it.  One thing I can say from my time working for a political consultancy is that it was surprising to learn from my digital counterparts how easy it is to execute a digital ad campaign in another country right from offices in here the US. 

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