• TV Political Media Buying: Networks Can Be A Better Bet
    Increasingly TV networks can be a more attractive buy for political candidates and political issues versus local TV stations.Will Feltus, senior vp of National Media Research, a political media agency, speaking at the MediaPost TV Insider Summit, says because TV stations continue to be a dominant media planning component when it comes all kind of political campaigns, their spot rates prices have grown accordingly.  So much so, he says, TV networks shows can offer better pricing. For example, a weekend network TV news shows, such as ABC’s “This Week with George Stephanopoulos” was priced at $7,500 …
  • Powerful TV Targeting Tools... for Power Tools
    Positec Tool -- an older skewing power tools and lawn care equipment brand found at Lowe’s-- was looking for a different media approach for its big fourth quarter selling period. Instead on focusing on its traditional 35-54 Nielsen demographic and its typical associated cable TV networks -- such as Fox News Channel, and the DIY Network -- it looked at more advanced TV targeting data. “We were letting the media push our [media planning/buying],” says Lindsay Hendricks, senior media manager of Positec Tool. Hendricks says for its brand to succeed it needed to expand to …
  • 8 Best Practices For Evaluating A Programmatic TV Platform
    As more advertisers and their media agencies evaluate tactics for implementing programmatic TV (PTV), what should they look for in PTV vendors? Media buyers at Los Angeles-based agency Quigley-Simpson offered best practices during MediaPost's TV Insider Summit in Scottsdale, Arizona.
  • How Modi Media Approaches The Advanced TV Ecosystem
    In today's quickly evolving and highly fragmented advanced TV universe, everything starts with data, according to Mike Bologna, president, GroupM's Modi Media, who spoke about his agency's approach at MediaPost's TV Insider Summit in Scottsdale, Ariz.
  • Hulu's TV ad impressions: Not about individual shows, but total audiences
    How much of your media plan is going to specific shows on certain OTT services? You may not get many answers. “We are selling audiences,” says Jim Keller, vp of east and midwest of Hulu, speaking at MediaPost’s TV Insider Summit. “It shouldn't matter whether you watching are ‘The Voice’ or ‘South Park’.” So finding out, he says, for example, that 60% of your media buy/impressions is coming from ‘The Voice’  may not be in the cards. Also, because Hulu is co-owned by Comcast’s NBCUniversal, 21st Century Fox, Walt Disney Company, and Time Warner (which has a …
  • Addressable TV: Slow-Growing, But Better Targeted
    TV addressable advertising deals are still growing, but challenges remain -- especially when it comes to the ongoing differences between TV networks and media owners in terms of data, pricing, and other issues.
  • DMP Benefits: Finding New Customer Groups... And Lots More
    What is a DMP good for anyway? Plenty, Gary Milner, director of global digital marketing for Lenovo, in speaking at MediaPost’s Brand Marketers Insider Summit. For many brands that don’t use a data management platform there can be major issues for companies that still work in silos. Milner says this was the case before Lenovo took on a DMP, in which it uses the Adobe platform. Lenovo’s DMP connected those silo work areas --  analytics, testing/optimization, creating multichannel campaigns, and media ad buying. An DMP helps Lenovo segment its data: Onsite engagement, offline data, media data (coming from …
  • Vox Not-So-Populi: Why T3 Is Shorting Donald Trump
    Always love hearing T3's Ben Gaddis speak for a couple of reasons. One is he seems like a really nice guy and super earnest. The other is I feel like he's already got one foot in the future. It was where his other foot was planted that sparked this blog post. Gaddis was speaking about the role of voice as the next big disruptive force in media, advertising and marketing to a bunch of brand marketers gathered at the Brand Marketers Insider Summit here in Austin, TX. Austin, of course, is the home of T3. That aside, I think Gaddis …
  • Always be ...
    John Trahar, founder and strategic creative lead at Greatest Common Factory, closed the Brand Marketers Insider Summit "tip sheet" panel by posing question that may be the greatest tip of all: What should brands always be doing to engage their consumers? Invoking the famous Alec Baldwin delivered line in "Glengarry Glen Ross" line -- "always be closing" -- Trahar said, "Always be what?"
  • Want To Unbox Customer Experience? Use Social Video
    Some interesting startup brands telling their stories at the Brand Marketers Insider Summit in Austin. We heard the Mizzen+Main team talk about their launch of a performance fabric dresswear brand. Now Jordan Finger, vice president-growth marketing of Freshly.com is talking about how he's been growing his ecommerce brand, which delivers healthy chef-prepared meals to people's homes.
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