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Ted Mcconnell

Member since April 2005Contact Ted

  • SVP, Audience Validation Lucid Llc.
  • Cincinnati Ohio
  • 45206 USA

Long time at P&G running Digital Marketing Innovation. 5 Years consulting in the online Ecosystem, mainly measurement related. Now SVP Audience Validation at Lucid.

Articles by Ted All articles by Ted

  • Revisiting Close Your Eyes, Make a Wish in Media Insider on 09/06/2018

    Here's what we could do as an industry to make advertisers' wishes come true -- maybe not exactly practical, but pointing us in the right direction.

  • Close Your Eyes, Make A Wish in Media Insider on 08/02/2018

    Last month the WFA dropped a little bomb: eight principles designed to improve partnership in the ad industry. Here's what they say they wish for:

  • The Lion Jumped The Shark in Media Insider on 07/05/2018

    The Cannes Festival of Advertising, where Lions come from, may not have jumped the shark yet, but it's headed that way. That's important not just because the Lions are the Oscars of advertising, but because the festival itself is a mirror of our industry. This year's look in the mirror gave a rather unflattering reflection. What happened?

  • My Horribly Dis-Integrated Living Room in Media Insider on 06/07/2018

    A recent study reported that consumers like streaming TV more than cable TV. Way more. Duh. However, there is a cost to all this wonderful stuff. Making all the tech play together can be excruciating. It shouldn't b

  • The Droid You're Looking For in Media Insider on 05/03/2018

    I did a little research to determine if, by looking at my Facebook data, a smart marketer might have predicted my purchases. In short, could they tell if I was the droid they were looking for?

  • Buyer, Where Art Thou? in Media Insider on 04/05/2018

    RampUp, a confab about marketing tech, took place last month in San Francisco. This conference sets the tone for our odyssey into loop-closing, intention-stalking, consumer-clairvoyant, data-driven digital marketing.The main takeaway was that the speed of change continues unabated. Details follow.

  • The Block Chain Gang in Media Insider on 03/08/2018

    Blockchain might seem like the sort of faux-fabulous technology that will go down in history with Segway and MapQuest. But it's technically elegant., new, fun and brilliant. t's a distinctive brand that holds the promise of fending off bad guys so the good guys win! What's not to like?

  • And The Oscar For Business Strategy Goes To .... in Media Insider on 02/01/2018

    Facebook just reduced its inventory on purpose - unleashing massive speculation on the real reasons why the noteworthy ad platform took this step. Why would a perfectly good and profitable company attempt to take the moral high ground at the expense of shareholders? Altruism seems, well, out of character for a Silicon Valley behemoth, right?

  • Hamsters, Duct Tape -- And The Death Spiral in Media Insider on 01/11/2018

    Silicon alleys and valleys are littered with the remains of startups that dressed up to be SaaS. Some of them, to get rich quick, positioned themselves as SaaS platforms whether they were or not. In practice, you get a lot of runway when your valuation goes from not-SaaS to SaaS. Suddenly your company will be worth more than double! Whether by deceit or naivete, the roots of failure go back to decisions made in the beginning.

  • A Tale Of Two Tails in Media Insider on 12/14/2017

    Targeting works -- which, by the way, is why everyone does it, and continues to do it. Just check the stock price of Criteo -- or Google, for that matter.

Comments by Ted All comments by Ted

  • Unpacking Omar Sheikh's $100B Call On Future Of Data-Targeted TV Ads by Dave Morgan (Online Spin on 05/11/2017)

    Nice Dave. And its not only not implausable, it seems likely, but the sensability does not take 400 pages. All you have to do for an incremental 100 billion is roughly double the current average cpm. How could targeting do that? Its not complicated. If you halve out-of-target impressions at the same cpm, you double the roi. But then, of course, you have more impressions than you can sell, all things being equal. However, targeting allows smaller buyers to buy just what they need, so you make up the difference with fill rate. Think about a Walmart. There are 10's of thousands of Brands. Only a small portion can afford to advertise on TV ... because most brands know that their target is a person, not a demographic. Enabling all Brands to pay only for access to their target, and no others, will bring them to the TV media marketplace. As you know, that's exactly what happened with digital. Data can halve waste, double ROI, and enable access to media for those who did not previously find it productive. It might come at the expense of digital to some extent. In any case, its no stretch to think that TV can double their cpm by introducing radical quality improvements. Even today, in addressable TV, pinpoint targeting gets triple the cpm, and advertisers happily pay. Why? I guess it works. 

  • Advertising's Top Model by Ted McConnell (Online Spin on 02/02/2017)

    Ed. Yes. The difference between commercial and program ratings maps to the difference between advertising exposure and vehicle exposure, as you know. There are of course dozens of measures at each layer, but the model itself (and I suspect you personally knew some of the people who developed it) provides a basic framework that transcends all the complexity we are now dealing with. With all the measurement gaffes that have made the news, I thought our readers might appreciate solid ground in the swamp of spin.

  • Meddling With Models by Ted McConnell (Online Spin on 12/29/2016)

    From Wikipedia A statistical model is a class of mathematical model, which embodies a set of assumptions concerning the generation of some sample data, and similar data from a larger population. A statistical model represents, often in considerably idealized form, the data-generating process. So ... I'd say, by this definition, yes, Nielsen ratings are a model. 

  • Addressable TV: If It's So Smart, Why Isn't It Rich? by Ted McConnell (Online Spin on 12/01/2016)

    A couple of slight adjustments here, responding both to Ed and David, and Thank you both very much for your kind comments. Dish, and I assume AT&T, offer like 50 demo targeting variables (which are as accurate as axciom or experion HH information ... so now you can distinguish easily between different sorts of 18 to 49 year olds (Income, Ethnicity, Kids, geo, etc.).  They also offer (and I assume AT&T has this as well) program type propensity targeting. So, people in the top decile for "News", for example, for about 30 program types.  Typical inventory is last minute of every half hour, so, 4 30 second spots per hour. Across 50 million HH, that would be 200 million impressions per hour ... many billions per day, which is nothing to sneeze at.  The surrogate for viewing is more than just the set being on ... it includes any STB operation as evidence of a person in the room, and the reach is not counted unless such evidence exists. (Ask Rentrak). Probably as accurate as depending on someone pressing a button on a Nielsen box, or self reporting in a diary ... and the sample sizes are huge, close to 1/3rd of all sets for Satellite, and census for at least some Cable addressble like CableVision. To David's question,  there are some pretty good tricks. Here is one. If you have a TV campaign targeted to programs (as a surrogate for demo), just buy the demo you want across the addressable network, but only target program propensities that are not covered by the network buy. So, you will get everyone you want except the ones likely to have watched the Network TV you bought. In effect, optimizing cost per reach point. Another trick is to use it like Digital. Just take all the email names of your converters, hand them to you supplier, and they will develop a privacy compliant custom segment of STB-ID's which can be trafficked. That datset can also be modeled out for reach extention. I would expect any of the Addressable suppliers can do this stuff. There is a lot more cool wonky stuff having to do with integration with Digital campaigns, and the media suppliers are quite famliar with it. 

  • Confessions Of An Ad Blocker by Ted McConnell (Online Spin on 10/27/2016)

    Thanks Ed. But I did say "bombastic". :). Regarding the plug that will refrain from blocking if you pay. That's pure thug. Did you hear about Ad Nauseum? They have a plug that will click on every ad with the intention of confusing optimization and creating bad data. That's more like vandalism. Niether one of those however refute the idea of a democracy of computers. Open systems, like democracy, suffer some consiquences to support freedom. Without police, though, its anarchy. All it says to me is that its still the wild west. There's no Sheriff. Rules, and rule of law, make a free system, safe for honest citizens. 

  • The Data Quality Imperative by Ted McConnell (Online Spin on 10/13/2016)

    Amen. + "Provenence" ... beautiful word choice. :). t.  

  • The Most Important Book I Read This Summer by Dave Morgan (Online Spin on 09/09/2016)

    Wow. Eloquent, and timely. 

  • Programmatic TV Ad Buying Will Never Work by Ari Rosenberg (Publishing Insider on 09/08/2016)

    Ari, I must respectfully disagree with a lot of this, although the point of view is not uncommon. Programmatic did not drive prices down. Publishers creating inventory from thin air did that.  In fact, publishers support audience targeting by retargeting their own audiences, right?  Audience targeting does not demean content. It just gets advertisers what they wanted in the first place. Content had been a surrogate for audience since the beginning. Look at the flow of a media plan from advertiser to media. It starts with audience, and great content gets more audience but not necessarily aligned to every advertiser's needs. Does context help. Yes. Tons. That's why Brands want both. Auctions only drive prices down when the buyers can't inspect the goods. If they can,  the prices go up if the goods are good. Clicks were indeed the definition of "works" for direct sellers, but they never were for Brands. I have Brand after Brand tell me they don't care about clicks. In the early days, clicks were so irrevalent that the agency would not even code a click tag in the ad! And true, clicks are great for DR, but remember that the in the total world of retail, only 6-9% is online. The other trillion is driven by the top of the funnel. There was never any idea that clicks drive commerce. There were just publishers who wanted to serve the campaign objectives of their DR focused customers, which is fine.  Having created an exchange for linear TV, I can tell you that programmatic TV advertising can work for seller and buyer for the simple reason that it creates a transparant distribution channel for a high quality medium. I would predict that programmatic would work better for TV than online precisely because oversupply is not a problem. Precision matching of audience with need is a killer strategy.PTV is in fact a lot about workflow and (you did not mention) access to the medium. Broader access to the medium creates fill rate, which drives prices up because media value goes up when niche audiences can meet niche products. How many customers does Google have? So, yes. PTV will take some time, but only because of the natural vaguries of Broadcast communications. But, soon, data will prevail. We will be able to evaluate spots, and pay a fair price for them. Remember that buying groups are complicit with all this. Maybe they should buy the best spot, not the cheapest. Its up to us to be able to show what's good. Shame on us if we can't. 

  • Targeting In The Cross-Hairs by Ted McConnell (Online Spin on 07/08/2016)

    Ed, Thanks you for your comments here, and other columns in Media Post. The audience here is perhaps not aware of your long standing thought leadership in our field. The way I read your resume, you were deep into the subject of audience planning before most of us knew what planning was! I hope the readers here do (and will continue to) take special notice of your commentary. 

  • Can Media Owners And Sellers Become Agencies, Before Agencies Become Media Owners And Sellers? by Dave Morgan (Online Spin on 03/03/2016)

    From an advertiser perspective, its bad news when the referee decides to play quarterback. This invites the sort of conflict that got agencies into trouble in the first place. When one media choice yields higher margin for the decision maker than another, how can an advertiser trust that the right decision has been made? 

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