• The Complicated TV Connection of Friends, Family and "Battlestar Galactica"
    TV viewers want to connect with programming -- as well as their friends and family. But in a future, automated TV programmatic world, this might be a complex challenge for marketers. One major concern could be co-viewing. Christy Tanner, senior vp/general manager of CBS Interactive Media Group, in speaking at OMMA Programmatic Video event, says 73% of TV viewing is with family and/or friends. “The major challenge for this industry is hitting your real target,” she says. “The assumption we make about people is often false.” And, in that regard, it gets complicated when it comes to ...
  • How Political Advertisers Are Minimizing Waste
    Unless they're blessed with Trump money, minimizing waste is a top priority among political advertisers. The challenge is especially vexing when you consider that congressional districts aren't arranged by zip code. Fortunately, the rise of mobile combined with better cross-channel tracking technology is making it easier to track individual voters, according to Evan Hanlon, VP of Strategy & Investment at audience-buying giant Xaxis Americas. "Offline-to-online matching on a one-to-one basis" is now a reality, Hanlon told attendees of OMMA Programmatic Television, on Wednesday. Yet, many on the traditional side of things are still stuck in the past, noted Chris Choi, ...
  • Making Sense Of Programmatic TV
    When it comes to today's TV buys, Magna Global is measuring performance in a number of different ways. Yet the strategy and intelligence firm's key performance indicator remains "efficient incremental reach over the base buy," according to Todd Gordon, executive vice president and managing director at the IPG Mediabrands unit. As Gordon told attendees of OMMA Programmatic Television on Wednesday, he's obviously interested in higher yields, and greater concentrations of target audiences, but that takes time. More broadly, Ben Tatta, president of media sales at Cablevision, said the "ability to measure ROI is a huge step forward." Within a year, ...
  • Agencies Still Struggling With Programmatic Quality Control
    With respect to programmatic, the biggest issue that agencies struggle with remains quality inventory, panelists agreed at OMMA Audience Buying on Tuesday. The "assurance of quality of data" is by far the biggest unknown, said Jamie Rubin, SVP and group media director at ad agency Campbell Ewald. When attempting to gauge quality, there remains "an enormous amount of subjectivity" in the marketplace, Ewald added. Moreover, many agencies still "struggle with opacity of media strategies," according to Will Sandwick, director of analytics at The Barbarian Group. As a result, they're "still making assumptions about what's driving efficiency," he said.
  • Beware Of Big Data Rabbit Holes
    In this data-rich age of ours, the biggest danger is drowning in the stuff, and expending critical time and resources -- effectively chasing your own tail. That's according to George Musi, managing partner of analytics, insights and attribution at Mindshare. "Only data related to key questions are relevant," Musi told the crowds at OMMA Attribution on Tuesday. Too many marketers think they should be gathering all the data they can, and then combing through it for useful insights. That, says Musi, is a recipe for disaster. "I've never seen it work," he said. "You're going to end up broken beyond ...
  • What Attribution Is Not
    Without naming names, it's clear that certain individuals still think attribution simply refers to that act of crediting specific touchpoints with the sale of a product, or some other desired outcome. Not so, says Corina Constantin, VP and US director at PHD. Rather, attribution is specific to machine learning algorithms, Constantin just told attendees of the OMMA Attribution conference, on Tuesday. Meanwhile, attribution is not generally reduced to digital touchpoints, but digital certainly has the ability to measure individual touchpoints, Constantin notes. Still, when conceptualizing attribution, it's "less a matter of the type of channels, [and] more a matter of ...
  • Who Should I Target To... Next?
    Speaking at the OMMA Attribution event, Tina Moffett, senior analyst for Forrester, says when it comes to attribution, marketers continue to point to a number of benefits. But sourcing of data remains a major problem. In reviewing a Forrester survey, Moffett says marketers working on attribution "will say they are happy with the [data management] partners they are working with. [But] it's taken a long time. [They say] 'It's not because of them, it's because we end up not knowing our data.'" Some of this realization occurs for marketers when they check other options for measurement, which brings up questions ...
  • How Much Do Hispanic Audiences Actually Over Index?
    Unless you've been living under a rock, you know that Hispanics are "over indexing" across new media channels. That fact has already been mentioned about 1,000 times here at MediaPost's Engage: Hispanics conference, on Thursday. But, what does it actually mean? Well, about 45% of Hispanic audiences rely on phones as their primary digital device, while that share drops to about 37% among non-Hispanic audiences. That's according to data cited by Jordan Greene, Principal of Mobile Media at Mella Media. Says Greene, that means that "mobile's a pretty good place to start" when targeting a Hispanic audience. Needless to say, ...
  • Making The Most Of Hispanic Marketing Efforts
    Are there any social or mobile platforms on which Hispanics don't over index? Not according to panelists at MediaPost's Engage: Hispanics conference, on Thursday. "Hispanics are the over-indexing mainstream," half-joked Gabriel Andriollo, Digital Strategist and StudioB Lead at Burson-Marsteller Miami. That, of course, doesn't mean brands can compete any less aggressively to reach this valuable demographic. To do so, what are some strategies that the pros are employing? For Telemundo, creating its own content is key, according to Gustavo Granados, Senior Director of Digital Production at the NBCU unit. "That's what makes the difference," Granados said. The key for Conill ...
  • Millennials Panelists: They Are Not Your Father's Millennials, They Prefer Print, TV Too
    Some surprising misconceptions about Millennial consumers are being uncovered this morning during the opening panel of MediaPost's "Engage: Millennials" conference in New York City. Take their media consumption. Millennials are not one uniform segment of "always-on," ever-connected, digitally-hooked media consumers, said Victor Pineiro, Vice President, Social Media, Big Spaceship.
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