Search by name, company, title, location, etc.

Gerard Broussard

Member since October 2004Contact Gerard

Advisor/consultant specializing in audience measurement, targeting and segmentation, advertising effectiveness, addressable TV and programmatic placement.

Articles by Gerard All articles by Gerard

Comments by Gerard All comments by Gerard

  • Is There A Future for Research? Q&A With Jeff Boehme by Charlene Weisler (MediaDailyNews on 07/15/2021)

    Great interview, Charlene.  Jeff, thanks for capturing the metamorphasis of TV research and metrics over the years so well.  We definitely need standards to bring all the disparate big data pieces together.  A shout out to Jane Clarke and CIMM for playing a key role in standardization efforts to date.  

  • Viewers Are Killing TV Measurement And Something Has To Change by Tom Weiss (Television News Daily on 02/11/2020)

    The disruption that has been unfolding in the TV space is likely to continue until the marketplace, i.e., marketers and media agencies galvanize support for an alternative source(s) of TV ratings currency. This switchover will be more of a process than an event that unfolds during the next several years as the industry will continue to operate in a multi-source world where Nielsen remains the go-to age and gender currency for audience guarantees.  There is mounting evidence, however, that more deals are being guaranteed on data-driven-linear (DDL) targets woven from set top box, smart TV and first- and third-party consumer data.  In effect, this dynamic is more like the big bang expansion of the universe that will likely continue until the advertising industry agrees upon standards for cross-media measurement that include tecnological connecting of pipes and standards for metrics; the master plan for this work is now unfolding under the auspices of the WFA (World Federation of Advertising).  For the immediate future, grab some popcorn, watch the show and do your best to select the right combination of data sets for planning and transacting TV ads.      

  • Don't Blame Targeting by Ted McConnell (Media Insider on 08/01/2019)

    Nicely said, Ted!  The quality and accuracy of consumer target segments is a Pandora's box of issues that needs opening but marketers, media agencies and media companies (and let's not forget the data providers) might be too perplexed and frightened at what they would find.  Amazing that not more industry focus in concentrated here.  But I'm feeling that will change pretty soon, but will need the backing of advertisers.  Gerard  

  • Turner Leaves Open AP Consortium by Wayne Friedman (Television News Daily on 04/20/2019)

    Not surprising, given Xandr's internal focus but disappointing as it seems that TV network groups have such an opportunity to collectively marshall resources to improve their products.  Economies of scale could potentially be achieved through cooperative standardization of third-party data contracts and ad avails systems development.  I suppose the networks want to retain their "special sauce" approach but the individual flavors may get lost if advertisers and media agencies have difficulty making holistic sense of all the offerings out there. 

  • Digital Ad Marketplaces Don't Work For TV by Dave Morgan (Media Insider on 10/25/2018)

    Dave, Nice piece.While the road to automation of linear TV buying is going to be gradual, we could be in for some surprises within the next couple of years on the OTT front. vMVPD skinny bundles like Google TV, Sling, Playstation Vue are beginning to amount to more than a hill of beans, currently at 7.1 million homes, expected to more than double by 2020. Right now, the commercials airing on national broadcast and cable networks should be the same in linear as in OTT skinny bundles.  It will be interesting to see, however, how this might change as streaming, with addressable capabilities, becomes a more dominant means of viewing.  Perhaps networks would offer some kind of addressability during national commercial air time which might suit an advertiser like Unilever who can lock in TV inventory but then dynaically allocate spots against individual brands within its portfolio to individual homes that best match target audience profiles.  Under this scenario, you would need some digital-like ad serving technology, which streaming is well suited for.  I'm not an engineer but it seems it would be a matter of time before the tv networks would explore this avenue to improve on their inventory yields, which have been languishing. 

  • Ad-Supported OTT Viewers Incremental To TV by Alex Weprin (Digital News Daily on 10/09/2018)

    Amen, Jack!!  With all that is out there . . .

  • TV Advertising's Future Will Focus On What We Actually DO With Data by Dave Morgan (Media Insider on 07/12/2018)

    All excellent points, especially about the erosion of the conceptual art of media planning.  It seems that when device graphs are connected with consumers, a cross platform measurement-and-reporting victory is declared.  But this technical feat is useless without full knowledge of the conceptual underpinnings on how advertising works.  The TV industry now appears to be committed to learn more how advertising works by packaging ad inventory with the goal of achieving business outcomes.  Encouraging.  Ths movement could be a catalyst for media agencies to intensify efforts to advance their own TV buying models and train personel on how best to tweak TV (and all media) investments to improve client business.  When I was overseeing research and analytics on the media agency side, more often than not the strategic planners would ask my department to run the more complex media planning software modules.  I kind of wonder if things have changed.  If not, they need to.   

  • Is The Future Of Advertising The Six-Second Spot? by Larissa Faw (MAD on 04/04/2017)

    Hopefully, TV will retain longer-duration ads because of an already higher ad load than digital video, where there is usually one pre-roll ad potentially followed by a mid- and/or post roll.  TVision, a firm with a 1,500-home panel that measures face-to-screen attention using infrared cameras, has found that longer TV commercial pods tend to degrade viewer attention more than the number of ads within the pod.  Of course, the 3-minute, 30-spot scenario that Ed depicts is unprecedented and might likely spur viewers to reach for their remotes, smartphones or a snack.    

  • Turner: Measurement Side Needs To Step Up For Audience Deals by Karlene Lukovitz (Audience Buying Insider on 12/30/2016)

    I assume that all mentions of data partners here refer to firms that provide consumer transactional information e.g., purchases.  IMHO, there needs to be some kind of standardization in order to create a currency around consumer-purchase based targets, thereby clearing the roadblock for executing advanced targeting at scale. Standardization would cover data quality checkpoints (representativeness, recency, data collection methods, etc) and nomenclature, i.e., the same/similar definitions and names for consumer targets across data providers.  I also agree with Dan A. that data firms need to have more skin in the game and should accelerate their processing and reporting for post analysis, otherwise campaign course correction and future media planning will suffer.  They will likely pick up the slack advanced target inventory amounts to 15% or of all TV ad spend.   

  • Rethinking The Single Currency Model by Josh Chasin (Metrics Insider on 07/17/2015)

    Josh, fabulous piece!  I don't see how the U.S. advertising industry can make advertising more effective without deploying more granular, enriched data for targeting and segmentation, without recognizing more than one currency.  While the digital world is admittedly in a state of flux sorting out the viewability issue and others like it, the world of TV is entering a new programmatic phase where buyer and seller recognize two targets: a primary standard, age gender metric complimented by a secondary target that may be the product of integrating TV data with consumer transactions.  The secondary target audience delivery benchmark and guarantee, if there is one, is agreed upon by buyer and seller.  Let the buyer and seller determine their appetite for the use of alternative currencies, ideally armed with knowledge about the data quality of all sources. 

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.