David Wiesenfeld

Articles by David All articles by David

• Size Crucial For OTT Audience Measurement in Television News Daily on 07/26/2017
  

  To reliably capture even basic viewing behavior, an OTT barometer needs to work in an environment in which measurement challenges, like content proliferation, audience fragmentation and time-shifting, exist to the extreme.

• The New Golden Age Of TV ... Advertising? in Television News Daily on 12/08/2016
  

  People-based targeting is a ready antidote. Systems built from the ground up around consumers are inherently "cross device" and are beginning to displace legacy approaches. In addition to improving the user experience, people-based targeting dramatically improves campaign reach and efficiency.

Comments by David All comments by David

• OTT Is The Future But We Must Act Now To Avoid Digital Mistakes by Oleg Korenfeld (Marketing Insider on 07/17/2018)
  

  Ed,You're correct that it's possible to inform linear TV ad buys using characteristics beyond the usual gender and age. However, so-called indexed linear buys are still program-based, unlike OTT buys which are audience-based. There's a huge difference in efficiency between the two.For example if you're looking to target consumers in the market for a luxury car - a group with about a 2% incidence - you can make a linear TV buy that cobbles together a collection of shows disproportionately watched by luxury car intenders. Even if luxury car buyers are 10x more likely to tune in to those programs than the typical consumer, ~80% of impressions still miss the target. Better than an age/gender buy, but far less efficient than an OTT buy which can deliver 100% of impressions to the target spec.

• Technology No Longer Issue In Audience-Based Buying: Q&A With GABBCON's Gabe Greenberg by Charlene Weisler (MediaDailyNews on 07/26/2017)
  

  Ed's point is valid, and will become more salient to media buyers as advanced TV continues to take hold. What NBC and other networks are doing is allowing advertisers to buy shows based on characteristics beyond demos. That's an improvement for sure, but they're still selling shows, not audiences. So a car brand can now buy time on a show that is 5X more likely to watched by people in the market for a luxury car. But if only 2% of consumers are in the market for a luxury car, 90% of the buy is still wasted.OTT and some addressable platforms allow advertisers to buy audiences; e.g., just the 2% of consumers shopping for luxury cars. Over time, look for advanced TV to shakeout in favor of pure audience-based targeting vs. indexed program buys. Major advertisers and media agencies have made it clear they want TV inventory to transact on an audience basis, and they will continue to press for that.   

• Good Old Traditional TV by Jack Loechner (Research Brief on 04/11/2017)
  

  That's right - two thirds of TV consumption in OTT homes is still linear TV. Still, my takeaway from the comScore report is the remarkable growth of OTT, especially considering there are still sizeable content content gaps (sports, news), and OTT viewing requires some amount of habit change on the part of consumers. While TV has resisted the forces of digital longer than other forms of entertainment, it appears to be heading toward a tipping point, driven by increasing consumer demand to control the viewing experience, disintermediation of traditional producer-distributor relationships, and a crumbling economic model ... 

• Good Old Traditional TV by Jack Loechner (Research Brief on 04/11/2017)
  

  Not 31% of all US homes - 31% of US Homes with OTT. Source is an earlier slide in the same comScore report cited in Jack's article.

• Good Old Traditional TV by Jack Loechner (Research Brief on 04/11/2017)
  

  Jack's numbers are accurate, but the information as presented by comScore downplays the disruption of OTT on TV viewing habits by focusing on OTT households that still have cable or satellite service. If you add in the 31% of OTT households that are "OTT only" (i.e., have cut the cord), OTT households consume 1 hour of OTT for every 2 hours of linear TV viewing.Close to two thirds of US households consume OTT content, so if you net it all out, OTT accounts for 20% of Total US TV view time, nearly 3X the share it had in Q4 2013. With live news, sports, and local programming now becoming available over the top, look for OTT to continue to take big bites out of traditional TV view time over the next 1 - 3 years.

• OpenAP Raises Questions Amid The Praise by Karlene Lukovitz (Audience Buying Insider on 03/17/2017)
  

  Great recap of the reaction to OpenAP & surrounding "open" questions. One big question is whether OpenAP will power true audience-based buys (i. e., reach segment X across whatever consortium programs they are viewing) or if it will be used to make more precise program-based buys (i. e., Segment X indexes highest for Programs A, B, and C, so advertiser should buy Programs A, B, and C to reach reach Segment X more efficiently).Guessing it's the latter, which is an improvement, but will still result in lots of ad impressions among consumers outside the designated target audience. If so, the OpenAP initiative is ceding a lot of ground to some addressable platforms and especially OTT, which enable pure people-based targeting.

• For PTV, 2016 Brought Advanced Data Advancement by Karlene Lukovitz (Audience Buying Insider on 12/23/2016)
  

  Thanks to Karlene for another insightful piece. For my money. no one does a better job keeping readers informed and up to date on digital media & measurement ... no easy task in such a complex and dynamic space.

• Programmatic TV Ad Buying Will Never Work by Ari Rosenberg (Publishing Insider on 12/08/2016)
  

  Interesting perspective, and a logical argument as long as the networks are in the driver's seat. Advertisers and agencies, however, are the buyers, and in the long run, buyers usually gain the upper hand. Yesterday's comments by Group M chief Irwin Gottleib suggest this may happen sooner than later: http://v-net.tv/2016/12/08/groupm-increases-the-pressure-for-addressable-tv-advertising/

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

  Great article by a super smart guy. Would love to hear Ted's perspective (or others') about what is required for TV platforms that enable precision targeting like addressable and OTT to take off from an advertiser perspective. Greater penetration? A consistent, horizontal view of audience size & characteristics across ad sellers? More centralized buying? Something else?

• Millennials Experience High Levels Of Ad Blocking, Piracy by Wayne Friedman (MediaDailyNews on 09/20/2016)
  

  The message from Millennials is that we have the ability to access content when & where we want, with less intrusive levels/forms of advertising, and at a reasonable price. Millennials disproportionately subscribe to commercial solutions that provide exactly this (Netflix, Spotify).It's incumbent on the media & entertainment industry to adapt to changes in consumer behavior and technology by evolving its products and business models. One way M&E companies can look at ad-blocking and "piracy" is that it's consumers pointing in the direction of the service features and content they will pay for if you provide it.

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