What is the downside of addressable/programmatic TV deals? Sometimes it's the lack of traditional TV specifics. An addressable/programmatic TV buy that media agency US International Media made recently for a Caribbean Island client struggled with some of these issues.

The not-so-mysterious location is the one we've been talking about all week: Amelia Island, FL, the venue of MediaPost's Insider Summits this week. The mysterious island destination, is the one US International Media's Ryan McArthur and Mitch Oscar were talking about using addressable TV and programmatic TV campaigns to market during a keynote presentation at the TV Insider Summit. The presentation raised more questions than it answered, including how targets for reaching prospects to promote the destination, which is located 1,449 miles south of Amelia Island.

As the digital media market matures, some marketers have gone back to traditional media as part of their media mix.  Jack Jackson, associate integrated media director of Zimmerman Advertising, speaking at the MediaPost TV Insider Summit said that in general, automotive marketers a few years ago had 10% of budgets in digital, then rising to 50%. Now he says it’s headed back to traditional TV. “It is shifting back, wanting to go back to broadcast -- wanting to go back to localized cable, or radio, if they have to,” he says. In addition, Jackson …

With regard to ad frequency, there remains a serious disconnect between creative and media teams. In other words, too few brands consider how the over delivery of ads affect the quality of their message. It's a real "pet peeve" for Fariba Zamaniyan, SVP of Audience Insight at TiVO Research. Yet the programmatic revolution is forcing a "convergence" between creative and media, Zamaniyan told attendees of MediaPost's TV Insider Summit, on Friday. Brands are "going to need highly targeted frequency," she said. Lilian Ligor -- senior manager for global broadcast marketing at Vista Print -- agreed. "At times we have too …

Over-the-top platforms are a hot topic on Madison Avenue -- mainly because they are a hot way for consumers to access TV and other forms of video content -- and while agencies and brands are investing more heavily in such outlets, don't expect any kind of "5% solution," at least not anytime soon. The 5% solution was a concept coined by defunct but once influential ad agency Ted Bates (since merged into Publicis and Zenith Media) to create a media planning and buying structure for dealing with then fast-growing consumer video platform cable TV in the early 1980s.

Focusing on over-the-top digital TV platforms, there is a lot of future expectation and promise, as well as some old line TV sales thinking as well. Oleg Korenfeld, executive vp of ad tech and platforms for MediaVest, speaking at MediaPost's TV Insider Summit, says many sellers who come from a traditional TV background are packaging new OTT product like traditional linear TV, and focusing on CPMs, for example. “As buyers we should be asking for more... talk to them like you are talking about [buying] a digital platform,” says Korenfeld. In discussion with OTT set-top box …

That's how the opening panel on Day Two of MediaPost's TV Insider Summit kicked off this morning. Fear not -- the answer does not mean the death of future TV Insider Summits, necessarily. But it does suggest we might need to change the way we think about television. "We don't even call it TV," said moderator, Keith Pieper, vice president-technology at IMM. Talking about his own family view, Pieper said his household now calls it "screen time."

Adding programmatic and addressable TV efforts for new motorized outdoor power equipment helped boost Troy-Bilt -- and even got them on ESPN. Elizabeth Ballash, media director at Marcus Thomas LLC, speaking at MediaPost TV Insider Summit, says Troy-Bilt was looking to launch a new line, Flex, where one engine comes with multiple attachments, including snowblower, leaf blower, and lawn mowing. The target audience was consumers 25-54, mostly male. Using GfK MRI data, Ballash segmented its audience into a number of categories, from the resistors to lawn maintenance, “loathers” -- all …

That's the way Jamie Power described the role of programmatic media-buying in television during her opening keynote at MediaPost's TV Insider Summit. Power, managing partner at WPP/GroupM's pure play advanced TV media-buying shop, said she doesn't like using the word "programmatic" to describe the programmatic part of what her agency does, mainly because it's a "bad word" in the industry these days and means different things to different people. Mainly, she said it's just a confusing word. By contrast, "high-indexing" explains what the process is trying to achieve: acquiring TV inventory that indexes higher among the consumers agencies and brands …

One-to-one marketing is still too hard for TV -- at the moment, anyway. But programmatic TV deals can work -- generally well. Speaking at the MediaPost TV Summit, Oscar Garza, global director of programmatic of Essence, says, with regard to true one-to-one TV marketing: "It's easier on digital, but not on linear TV. Addressable will improve on that."