Although addressable TV deals are still in the nascent stage, some deals are now increasingly efficient for marketers. Speaking at MediaPost's TV Summit, Jamie Power, managing partner of Group M’s pure-play addressable TV unit Modi Media, says the business is growing. Now one-third of all TV homes are addressable -- soon to be half of all TV homes. Current addressable media deals aren’t for everyone. Power says a media addressable deal works when targeting 5% to 30% of those homes. Under 5% isn’t efficient. Power says addressable works best when reaching consumers at the …

The TV industry has been talking about addressability and precision targeting for decades, but the reality is the vast majority of TV advertising buys are still based on old-school boxcar numbers or some version of demographic segmentation of Nielsen ratings. That's all about to change, according to Omnicom Chief Research Officer Jonathan Steuer. Speaking on a panel at MediaPost's TV Insider Summit on Amelia Island, FL, this morning, Steuer said, "I think we're going to see a lot of change going on over the next three to five years. Mainly because if the traditional TV sources don't make their inventory …

In this case, the nils are the so-called "long-tail networks" whose audience reach isn't statistically significant enough to be measured by Nielsen, but who nonetheless add up to some real TV advertising opportunities, if you know how to measure them. That was the case made by Alex Lundry, Chief Analytics Officer, Jeb Bush Campaign/Co-Founder, Deep Root Analytics, during the opening panel discussion at MediaPost's TV Insider Summit on Amelia Island, FL, this morning.

Not all is smooth running for marketers with over-the-top digital TV platforms. With regard to OTT, Kyle Roberts, president of Smart Media Group, speaking at the MediaPost TV Insider Summit, says: “The consumer experience is really important... there are lot of times I see a black screen in digital video.” Roberts add: “In the OTT space, I say caution: There may be scenario where you are not going to get a digital delivery seamless experience on the buy side.” Jonathan Steuer, chief research officer for Omnicom: "We are still at the point where we seeing a lot of …

GoDaddy is well known for its extravagant use of TV media buys, having bought time in every Super Bowl every year of its existence except last year. And tellingly, that may have something to do with Eric Fischer joining as director of global brand media a couple of years ago. While Fischer did not explicitly make a connection between GoDaddy bowing out of the last Super Bowl, he did make a case for utilizing TV with much more of a scientific precision than most marketers have utilized it to date. Speaking during the opening keynote at MediaPost's TV Insider Summit …

When it comes to the 2016 Presidential campaign, the most effective CPM is about $735,000, according to political media-buying expert Michael Beach. During a keynote presentation at MediaPost's TV Insider Summit on Amelia Island, FL, Beach made the case that when you refine the projected $3 billion in media spending that will be allocated in the race for the White House, it is really only there to influence a relatively small percentage of the U.S. population: about 4 million "actual" and "persuadable" voters residing in the swing states that will determine the presidency.

Media usage is topping out. Speaking at the MediaPost TV Insider Summit, Luke Stillman, vp digital intelligence, Magna Global, says this comes to around 90 hours a week. "From here on out, it's a zero sum game." Unless, he says, somewhat tongue-in-cheek, where people start sacrificing sleep.

Ignite Farm Managing Partner Michael Friedman knows how to give a back-handed compliment. During his opening keynote on Day Three of the Email Insider Summit, Friedman touted Spirit Airlines -- for its email marketing, not its in-flight experience. Acknowledging that he only flies Spirit when he doesn't have any other choice and that it's not a great passenger experience, he then went on to crow about its inbound service. You know, the email kind.

If you notice a subscriber begins interacting with your inbound email less, it's probably best to keep it to yourself and find another way of re-engaging them. To do explicitly communicate that behavior -- or lack thereof -- with a subscriber would be pretty "ball" and most likely ineffective, Ryan Phelan, vice president-marketing insight at Adestra, noted during Day Two of the Email Insider Summit on Amelia Island, Fl, this morning. If you do acknowledge the subscriber's waning email interaction, "You've got to work on the tone of that message," he said. Otherwise, you might come across like an ex-boyfriend …

There's creepy databased marketing practices and then there's really, really creepy databased marketing practices. And the difference most likely comes down to how the user experiences. That was the net takeaway of the "What's Next" section of the "Searching for the Next Big Thing" panel discussion at the Email Insider Summit on Amelia Island, FL, this morning. Case in point: Getting an email from Ancestry.com that they've found your dead great grandmother.