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Justin Evans

Member since January 2011Contact Justin

  • SVP Collective
  • 99 Park Ave
  • Fl 5
  • New York New York
  • 10016-1601 USA

Articles by Justin All articles by Justin

  • Moneyball 2.0 in Audience Buying Insider on 05/01/2015

    Welcome to a world of multiple exchanges, complex algorithms, confusing jargon, aggressive middlemen, and tuned-out clients. Sound familiar? Well, it's not ad tech. It's Wall Street. The eerie parallels between today's Wall Street and the increasingly automated world of advertising are unmistakable in Michael Lewis' new book, "Flash Boys." (Lewis has shed indirect light on our industry before with his 2003 book "Moneyball," which became the the hero narrative for quants.)

  • The Three Pillars Of Programmatic in Audience Buying Insider on 10/31/2014

    I recently had a conversation with Mike Welch, who heads AT&T's advertising business, and we very quickly found ourselves doubling back on our discussion to define the term "programmatic TV." Impressed by the clarity of Mike's take on the subject, and assuming that this "definition conversation" is happening in boardrooms and across lunch tables throughout the industry, I am herewith offering up a definition of programmatic advertising - particularly programmatic TV - in the public interest.

  • The New Basics: TV and Digital in Audience Buying Insider on 10/03/2014

    As the industry focuses on programmatic TV as an exciting, emerging way to shore up brands' network TV schedules, it is sometimes easy to forget that one medium is already acting as a highly targeted complement to TV: digital. Pairing advertising from multiple channels to create a greater impact is not a new idea. In fact, most marketers and admen have believed this to be a successful tactic since before the buzzwords "audience targeting" were known in the realm of measured media. What's different today is that, especially in digital, the level of sophistication and science supporting these tactics has grown -- in both targeting and measurement.

  • The More Measurement Changes... in Audience Buying Insider on 09/05/2014

    The television industry right now is very lucky. It is being challenged by a host of technology and business innovations shorthanded with the term "programmatic." Unlike other business revolutions, there is a near-perfect precedent for programmatic TV: digital. (This is no accident; digital ad concepts - and people - are making this new TV revolution happen.) I have made this comparison in past columns; today I will focus on programmatic media measurement.

  • The 80/20 Advertising Economy in Audience Buying Insider on 08/08/2014

    When a phrase like "programmatic advertising" takes hold - just as "the Internet" took hold in the '90s - it tends to be wrapped in imperatives and superlatives. "Everything is going programmatic." "It's the future." Executives making strategic decisions, when confronted with these imperative phrases, can feel a level of panic. Everything is going programmatic? It is? When? What do I have to do? As we collectively prepare for a future that involves programmatic TV, it may be useful to try and be accurate about how much TV media is likely to be traded programmatically, versus through traditional means. What is the potential size of the programmatic TV market?

  • Moneyball 2.0 in Audience Buying Insider on 07/11/2014

    Welcome to a world of multiple exchanges, complex algorithms, confusing jargon, aggressive middlemen, and tuned-out clients. Sound familiar? Well, it's not ad tech. It's Wall Street. The eerie parallels between today's Wall Street and the increasingly automated world of advertising are unmistakable in Michael Lewis' new book, "Flash Boys." (Lewis has shed indirect light on our industry before with his 2003 book "Moneyball," which became the the hero narrative for quants.)

  • Facebook And The TV Data Revolution in Audience Buying Insider on 06/13/2014

    Facebook's announcement that its mobile app will start to act like Shazam and "listen" to your music and TV choices has struck some as creepy and invasive. Privacy is always a concern to me as a person. But as a professional, what's interesting is the fact that Facebook is helping the TV data revolution go massively mainstream. That revolution is being fueled by an emerging class of TV data-gathering, using a process called automated content recognition, or ACR. What's revolutionary is that ACR is democratizing TV data gathering, promising to inject into the marketing and media mainstream what had been the preserve of very expensive market research. It's worth considering how this data revolution works.

  • Data Meets TV, And They Get Along in Audience Buying Insider on 05/09/2014

    TV can't adapt. Digital will inherit the earth. That was the thinking in 2010. Digital had successfully overcome one giant industry - print - gobbling its market share and its cultural relevance over the course of a mere 10 years. So why not swallow another sector? Why not TV? No matter what digital executives would say publicly, privately they were emotional. Why are advertisers still spending so much money on TV? they fumed. It galled them that advertisers' biggest ad spend had not shifted to the efficient, data-oriented, targeted delivery of the Internet. Cut to 2014. Not only has TV grown steadily in both usage and dollars, but the sexiest corner of data-driven media is in TV. What has changed?

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