Comcast Technology Solutions - leaderboard - 1-23-17

Analysis for 'Advertising'

  • NBCU EVP Dan Lovinger On How to Balance Audience-Targeted Ads With Traditional Context-Based Ads [SHIFT VIDEO]

    NBCU is balancing audience-based targeting conducted though a variety of data and platform initiatives with ads sold the traditional way, based on context and Nielsen metrics. That was one of the key takeaways from a keynote with Dan Lovinger, NBCU’s EVP, Advertising Sales, NBC Sports at our recent SHIFT // Programmatic Video & TV Ad Summit.

    In a wide-ranging interview with Wall Street Journal senior editor Mike Shields, Dan discussed how NBCU’s Audience Targeting Platform (ATP) enables the company to re-optimize upfront buys across its entire portfolio, using its own data. Dan contrasted ATP with the company’s recently-launched NBCUx for Linear TV, which allows advertisers to bring their own data and then review all available scatter inventory to create an audience-targeted media plan.

    As Dan explained, both approaches are meant to give advertisers more flexibility and efficiency in reaching desired audiences. While the use of data is core, Dan sees data more as a commodity, with the real value being how and where it’s being applied. And while audience-based targeting is gaining momentum, Dan noted that context is still very important and many advertisers remain focused on that.

    In the interview Dan also discussed how NBCU is expanding its access to more digital inventory via deals with BuzzFeed and Apple News. He also elaborated on digital viewership in the recent Rio Olympics and how those ads were sold, especially how NBCU structured deals with both Facebook and Snapchat. Dan also highlighted how NBCU has reduced its ad loads in VOD and is very focused on optimizing the viewer’s experience, among other topics.

    NBCU has become a leader in the use of data and automation to mine more value from its broad portfolio of networks and digital inventory. Dan’s interview offers great insights about how NBCU is thinking about data and evolving its business going forward.

    Watch the keynote interview

     
  • Akamai full banner - 1-25-17
  • Perspective What's this? 5 Video Ad Market Predictions for 2017

    Convergence has been one of the main themes in video during 2016, as more content traditionally delivered via broadcast channels is being converted to digital streams. The marketplaces of the future - programmatic or otherwise - are beginning to form as media owners piece together a range of sales techniques to maximize their yield. Some of the big trends and changes we expect to see in 2017 are:

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  • Akamai full banner - 1-25-17
  • Digging Into Programmatic Video and TV Transactions [SHIFT VIDEO]

    At the recent SHIFT // Programmatic Video & TV Ad Summit, we had a deep dive session called “Transactions in Transition: Sizing Up the New Possibilities” in which our panel discussed the key changes in transactions/business models for programmatic video and TV. The panel explored the trend in content providers pursuing private marketplaces along with how they’re operationalized, the shift to audience guaranteed models, yield optimization and the pros and cons of header bidding for video ads plus much more.

    The session included Jason Barnett (Head of Programmatic, Teads.tv), Dvir Doron (Chief Marketing Officer, Cedato), Erica Schmidt (EVP, Managing Director, North America, Cadreon), Bryan Sherman (VP, Director, Programmatic, Media Technology, Digitas LBi), with Matt Prohaska (CEO and Principal, Prohaska Consulting) moderating.

    Watch the session video now

     
  • Brandlive - full banner - 2-14-17
  • The Role of Mobile and Connected TV Devices in Programmatic [SHIFT VIDEO]

    Watching video on mobile and connected TV devices is exploding, particularly among younger audiences. Yesterday’s Q3 ’16 FreeWheel Video Monetization Report noted that 22% of video ad views were on connected TVs (up 63% YOY) with 17% on smartphones (up 39% YOY) and another 9% on tablets (up 15% YOY). Combined, that means nearly half of all video ad views are on mobile and connected TV devices.

    To further explore video advertising on these devices and programmatic’s growing role, at our recent SHIFT // Programmatic Video & TV Ad Summit, we had two dedicated sessions, one on mobile and one on connected TV devices.

    The mobile session included Brian Danzis (Head of Global Video Monetization, Spotify), Jeremy Hlavacek (VP, Global Automated Monetization, The Weather Company, an IBM Business), Frank Sinton (CEO and Founder, Beachfront Media), Sarah Warner (Managing Partner, Digital Investment Lead, Programmatic and Video, GroupM), with Alanna Gombert (SVP, Technology & Ad Operations, IAB) moderating.

    The connected TV session included Sean Buckley (SVP, Global Revenue, SpotX), Scott Rosenberg (VP, Advertising, Roku), Seth Walters (Senior Partner, Interactive & Connected Television, Modi Media, part of GroupM) with yours truly moderating.

    Below are the session videos.

    Watch the session videos

     
  • Brandlive - full banner - 2-14-17
  • Why Premium Video Providers are Navigating Carefully Into Programmatic [SHIFT VIDEO]

    At the recent SHIFT // Programmatic Video & TV Ad Summit a recurring theme was how premium video providers are navigating carefully into programmatic. To dig in more deeply, we devoted a full session to the topic, which featured Mike Dean (VP, Programmatic and Data-Driven Sales, ABC), Jason DeMarco (VP, Programmatic and Audience Solutions, A+E Networks), Doug Fleming (Head of Advanced TV, Hulu), Jana Meron (VP, Programmatic and Data Strategy, Business Insider), and James Rooke (Chief Revenue Officer, FreeWheel) moderating.

    The group did an excellent job exploring all the key issues including how they’re thinking about the role of automation vs. data, how to achieve scale in targeted cross-platform campaigns and then accurately measure attribution, why standards are the most important missing piece of the puzzle, how to satisfy the buy side’s desire for more data, what types of technologies they’re seeking and much more.

    All in all, it was a candid discussion of how premium video providers think about the opportunities and challenges of programmatic, and where things are going from here.

    Watch the video (32 minutes, 27 seconds).

    Watch the video now

     
  • IBM Cloud Video - full banner - 12-8-16
  • Understanding the Rise of Programmatic Video & TV [SHIFT VIDEO]

    With programmatic video and TV ad spending forecast to increase to $15 billon in 2018, our opening session at last Wednesday’s SHIFT conference set the stage with a candid discussion around where programmatic video and TV advertising are today, what the role of targeting/data is, what points of friction remain, and what kinds of advertisers and content providers are benefiting most, among other topics.

    Participating in the session were Ian Ferreira (EVP, Programmatic, WideOrbit), Lauren Fisher (Sr. Analyst, eMarketer), Adam Heimlich (SVP, Programmatic, Managing Director of HX, Horizon Media), Dean Lucente (Sr. Director, Advanced TV & Programmatic Media Solutions, Comcast Spotlight), with Lorne Brown (Founder and CEO, Operative) moderating.

    If you’re looking to understand all the main opportunities and challenges relating to programmatic video and TV, you’ll find this session very worthwhile.

    Watch the video now

     
  • NABShow OVC - full banner - 2-8-17
  • Why Programmatic Video & TV Ad Spending Will Hit $15 Billion in 2018 [SHIFT Video]

    At last week’s SHIFT // 2016 Programmatic Video & TV Ad Summit, we were privileged to have Lauren Fisher, senior analyst at eMarketer, kick off the day by presenting details behind her forecast that programmatic video and TV ad spending will hit $15 billion in 2018, more than doubling from 2016’s estimated $7 billion.

    In her 15-minute presentation, Lauren highlighted the critical roles of data, targeting, audience fragmentation, mobile and connected TVs in driving programmatic video & TV ad spending forward. Below is the video of her presentation, and her slides are available here.

    Watch the video now

     
  • NABShow OVC - full banner - 2-8-17
  • LAST CHANCE to Join 400+ Colleagues at Tomorrow's SHIFT // 2016 Programmatic Video & TV Ad Summit

    The SHIFT // 2016 Programmatic Video & TV Advertising Summit is tomorrow, Wednesday, November 30th in NYC. If you've been debating whether to attend, this is your last chance to decide. Here are some incentives:

    Over 50 industry leaders will be speaking on 12 sessions. Executive speakers represent companies including A+E Networks, ABC, Business Insider, Conde Nast, Fox Networks, GroupM, Havas Media, Horizon Media, Initiative, Magna Global, Roku, Spotify, Turner, Univision,The Weather Company, Xaxis plus many others.

    Our 2 amazing keynote guests are Dan Lovinger, EVP, Advertising Sales, NBC Sports Group, who will be interviewed by Mike Shields from the Wall Street Journal and Amanda Richman, President, Starcom USA, who will be interviewed by Matt Spiegel, SVP, MediaLink.

    Over 400 industry colleagues are registered, guaranteeing a premier day of networking and learning.

    All paid registrants are entered to win 1 of 3 Roku Ultra 4K players. Perfect for yourself or for a stocking stuffer gift this holiday season.



    Many thanks to our 16 generous sponsors including Premier Partners Altitude Digital, AOL, SpotX, VertaMedia and Videology; Headline Partners Alphonso, Beachfront Media, Cedato, FreeWheel, Operative, Placemedia, Teads, TiVo and WideOrbit; and Branding Partners JW Player and Roku.

    Please join us!

    Learn more and register now!

     
  • IBM Cloud Video - full banner - 12-8-16
  • One Week From Today at SHIFT: Digging Into the $15 Billion Programmatic Video & TV Opportunity

    Our SHIFT // 2016 Programmatic Video & TV Advertising Summit is coming up just 1 week from today, on November 30th in NYC.

    eMarketer is forecasting that programmatic video & TV ad spending will more than double from $6.9 billion in 2016 to $15 billion in 2015. eMarketer’s senior analyst Lauren Fisher will kick off SHIFT, presenting her analysis behind the forecast, including key drivers and challenges. Lauren will then join a panel moderated by Operative’s CEO and founder Lorne Brown, which will further explore the big trends driving programmatic.

    Following will be 11 sessions throughout the day, covering all of the most important aspects of programmatic video & TV. Automation and data are poised to be a much bigger part of video & TV advertising, as the entire industry responds to buyers’ shifting preferences and the influence of leaders like Google and Facebook.

    Our morning keynote interview is with Dan Lovinger, EVP, Advertising Sales, NBC Sports Group and our afternoon keynote interview is with Amanda Richman, President of Starcom USA. In addition, Lisa Valentino, SVP, Network Sales and Partnerships, Conde Nast & Chief Revenue Officer, Conde Nast Entertainment will be featured in an afternoon spotlight fireside chat.

    All SHIFT paid attendees will be entered to win 1 of 3 Roku Ultra 4K players, generously provided by Roku. Additional discounts are available on 5-packs and 10-packs. And, startups and students can register for the reduced $245 ticket (contact me for the code).

    In addition to SHIFT’s high-impact program, there will be lots of great networking opportunities with speakers and hundreds of attendees.

    Please join us for this top-notch day of learning and networking around programmatic video & TV.

    Learn more and register now!

    And have a Happy Thanksgiving!

     

     
  • Brandlive - full banner - 2-14-17
  • VideoNuze Podcast #348: Cord-Cutting Update; How Do Ads Fit Into Video’s Future?

    I'm pleased to present the 348th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    We lead off this week with a cord-cutting update, based on reported Q3’16 results from the 11 largest pay-TV operators in the U.S. Video subscriber losses expanded a bit, to 255K in Q3 ’16 vs. 210K in Q3 ’15, with a continuing shift to cable operators and away from satellite and telco. As I wrote on Wednesday, depending on how the DirecTV Now, Hulu and YouTube skinny bundle launches in 2017, subscriber losses could accelerate.

    We then shift to discussing new TiVo survey data that provides insights about online video viewers’ tolerance for ads. As Colin points out, despite respondents stating they have a low tolerance, their behavior suggests otherwise. That suggests there’s more potential for ad-supported premium video, in addition to the SVOD model that has thrived.  

    Speaking of ads, I also point out the surprising research from Brightcove this week, that 46% of people who watched a branded video on a social platform then made a purchase. That’s the kind of performance that gets marketers’ attention and could portend an increase of more TV ad dollars moving to social.

    Listen in to learn more!
     
    Click here to listen to the podcast (24 minutes, 24 seconds)



    Click here for previous podcasts

    Click here to add the podcast feed to your RSS reader.

    The VideoNuze podcast is also available in iTunes...subscribe today!

     
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  • Videology Partners With Autobytel for Buyer-Intent Data to Improve Targeting

    In another indicator of how TV and video advertising are becoming more data-enabled and precise, Videology announced a partnership this morning to incorporate Autobytel’s anonymized first-party buyer-intent data into its platform. Autobytel collects data from approximately 8 million consumers per month at its various properties.

    The data will enable marketers to more accurately target consumers who are actually in the market for a car, using their own preferences for brands, price points and features. Given the longer consideration time associated with buying a car, marketers’ ability to implement specific “lower funnel” marketing messages aimed at in-market buyers is much more efficient.

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  • IBM Cloud Video - full banner - 12-8-16
  • LAST DAY to Save $100 on Tickets to Nov. 30th SHIFT // 2016 Programmatic Video & TV Ad Summit

    Today is the LAST day for early bird discounted tickets for the SHIFT // 2016 Programmatic Video & TV Advertising Summit on Wednesday, November 30th in NYC. Early bird registration saves you $100 and also doubles your chances* of winning 1 of 3 Roku Ultra 4K players, generously provided by Roku. Additional discounts are available on 5-packs and 10-packs. And, startups and students can register for the reduced $245 ticket (contact me for the code).

    There are over 40 industry executives speaking on a dozen different sessions at SHIFT from ABC, A+E Networks, Alphonso, Altitude Digital, AOL, Beachfront Media, Cadreon, Cedato, eMarketer, FreeWheel, Foundation Capital, Fox Networks Group, GroupM, Havas Media, Horizon Media, Hulu, Magid, Magna Global, MediaLink, Modi Media, Nielsen, Operative, Optimedia, Placemedia, Prohaska Consulting, Roku, Spotify, SpotX, The Wall Street Journal, The Weather Company, TiVo, Turner Ad Sales, Univision, VertaMedia, The Vertere Group, Videology, WideOrbit and Xaxis and others.

    Our awesome keynoters include Amanda Richman, President of Starcom USA and Dan Lovinger, EVP, NBCU, as our keynote guests as well as Lisa Valentino, SVP, Network Sales and Partnerships, Conde Nast & Chief Revenue Officer, Conde Nast Entertainment participating in a spotlight fireside chat.

    I hope you’ll join us for this must-attend day of learning and networking!

    Learn more and register now!

    (* Early bird registrants get 2 entries each for the Roku Ultra drawings.)

     
  • Akamai full banner - 1-25-17
  • VideoNuze Podcast #346: Is YouTube’s Own Success Hurting YouTube Red’s Prospects?

    I'm pleased to present the 346th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    This week Colin and I discuss YouTube’s continued success, picking up on my post from earlier this week. Google’s executive team highlighted YouTube’s contribution to the company’ Q3 ’16 financial results. One of the big reasons is the viewer- and advertiser-friendly TrueView ad format, which can be skipped in 5 seconds.

    But TrueView’s popularity has created a high bar for ad-free subscription services based on YouTube content, to succeed. Vessel was one victim and now even YouTube’s own YouTube Red SVOD service, which has a reported 1.5 million subscribers, is under the same pressure. Colin and I explore the issues YouTube Red faces.

    Listen in to learn more!
     
    Click here to listen to the podcast (22 minutes, 58 seconds)



    Click here for previous podcasts

    Click here to add the podcast feed to your RSS reader.

    The VideoNuze podcast is also available in iTunes...subscribe today!

     
  • NABShow OVC - full banner - 2-8-17
  • Only 1 Week Left to Save $100 and Win a Roku Ultra at Nov. 30th SHIFT // 2016 Programmatic Video & TV Ad Summit

    Reminder that there’s just 1 week left to take advantage of discounted early bird tickets for the SHIFT // 2016 Programmatic Video & TV Advertising Summit on Wednesday, November 30th in NYC. Early bird registrants save $100 on regular tickets and also double their chances* to win 1 of 3 Roku Ultra 4K players, generously provided by Roku. Further discounts are available on 5-packs and 10-packs. And, startups and students can register for the reduced $245 ticket (contact me for the code).

    There are now over 40 industry leaders scheduled to speak at SHIFT from ABC, A+E Networks, Alphonso, Altitude Digital, AOL, Beachfront Media, Cadreon, Cedato, eMarketer, FreeWheel, Foundation Capital, Fox Networks Group, GroupM, Havas Media, Horizon Media, Hulu, Magid, Magna Global, MediaLink, Modi Media, Nielsen, Operative, Optimedia, Placemedia, Prohaska Consulting, Roku, Spotify, SpotX, The Wall Street Journal, The Weather Company, TiVo, Turner Ad Sales, VertaMedia, The Vertere Group, Videology, WideOrbit and Xaxis, with many others to be announced soon.

    We’re privileged to have Amanda Richman, President of Starcom USA and Dan Lovinger, EVP, NBCU, as our keynote guests as well as Lisa Valentino, SVP, Network Sales and Partnerships, Conde Nast & Chief Revenue Officer, Conde Nast Entertainment participating in a spotlight fireside chat.



    I hope you’ll join us for this must-attend day of learning and networking!

    Learn more and register now!

    (* Early bird registrants get 2 entries each for the Roku Ultra drawings.)

     
  • NABShow OVC - full banner - 2-8-17
  • Program and Initial Speakers for SHIFT // 2016 Programmatic Video & TV Ad Summit Now Available

    The program and initial group of over 25 speakers for SHIFT // 2016 Programmatic Video & TV Ad Summit on Wednesday, November 30th in NYC are now available on the SHIFT web site. The program includes 12 sessions that will dig into all aspects of programmatic video & TV. There are keynote interviews, fireside chats, research presentations and discussion sessions all meant to enhance attendees’ understanding of the burgeoning programmatic video & TV landscape.

    Our initial group of speakers come from leading advertisers, agencies, content providers/publishers, technology providers and investors. Our keynoters are Dan Lovinger, EVP, NBCUniversal Sports Ad Sales, who will address the topic of How NBCU is Innovating with Programmatic and Amanda Richman, President, Starcom USA who will talk about Agencies Evolving Role in the Programmatic Video & TV Era.

    Other speakers are from ABC, Alphonso, Altitude Digital, AOL, Beachfront Media, Cedato, eMarketer, Foundation Capital, FreeWheel, Horizon Media, Hulu, Magid, MediaLink, Nielsen, Operative, Placemedia, Prohaska Consulting, Roku, Spotify, SpotX, The Wall Street Journal, The Weather Company, TiVo, Turner Ad Sales, VertaMedia, The Vertere Group, Videology, WideOrbit and Xaxis, with many others to be announced soon.

    Reminder that all paid registrants will be entered to win 1 of 3 Roku Ultra 4K streaming players, generously provided by Roku. In addition, early bird registrants save $100 off the regular rates. Further discounts are available on 5-packs and 10-packs. And, startups and students can register for the reduced $245 ticket (contact me for the code).



    Learn more and register now!

     
  • Brandlive - full banner - 2-14-17
  • Google, VUDU and LeEco: 3 More Potential Video Disruptions Coming?

    Each week brings more innovation, product announcements and new business models to the ever-changing video industry. This week was certainly no different, and news from 3 companies - Google (a deal with CBS for its Unplugged skinny bundle), VUDU (a new ad-supported on-demand movie offering) and LeEco (a range of new products from the Chinese giant, including TVs and content) - caught my attention. Each has the potential to cause further industry disruption, or amount to nothing. Below I share thoughts on each.

    continue reading

     
  • NABShow OVC - full banner - 2-8-17
  • Turner Chairman and CEO John Martin Touts Flexibility, Data, Audience-Based Selling, and Mobile

    In an interview this morning at the Paley Center, Turner Chairman and CEO John Martin hit on several key themes he believes will be critical to the company’s future success. Specifically, Martin cited business flexibility, the power of data, the shift to audience-based ad sales and mobile. Following are some of the details of the interview, which was conducted by the Guardian’s Matthew Garrahan.

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  • NABShow OVC - full banner - 2-8-17
  • Perspective What's this? Here’s Why It’s Only the Beginning of the AI Revolution for Digital Video Advertising

    It’s no secret that Google, Facebook, Amazon, IBM and Microsoft have begun using AI for commercial purposes, and now, numerous marketing and advertising agencies have begun to follow suit. Indeed, AI has begun to permeate the marketing and advertising industry because of its capacity to process, analyze and optimize big data in ways heretofore impossible.

    As a result, we are seeing a revolution in digital advertising, including in the video sector, and in particular, programmatic advertising; and it’s a revolution that’s only just begun.  In fact, industry experts believe that what we see today is just the tip of the iceberg of what we will see four years from now when AI will have an even more profound impact on marketing and advertising.

    continue reading

  • NABShow OVC - full banner - 2-8-17
  • NBCU EVP Dan Lovinger and Starcom USA President Amanda Richman to Keynote SHIFT // 2016 Programmatic Video & TV Ad Summit

    I’m excited to share that Dan Lovinger, EVP, Entertainment Advertising Sales Group at NBCUniversal and Amanda Richman, President, Starcom USA, will be our keynote speakers at our SHIFT // 2016 Programmatic Video & TV Ad Summit on Wednesday, November 30th in NYC.

    Dan will be interviewed by Mike Shields, senior editor at the Wall Street Journal, about how NBCU is innovating with programmatic. With its NBCUx private exchange initiative, NBCU has been one of the most forward-thinking TV network groups. Most recently NBCUx was extended for linear TV, enabling buyers to leverage data and automation across NBCU’s TV networks. In the interview, Dan will discuss how NBCU is building on its traditional ad sales strengths with programmatic, what’s on the roadmap for further innovation and how programmatic will scale across the TV industry.

    Amanda will be interviewed by Matt Spiegel, Managing Director, Marketing & Technology Solutions at MediaLink about agencies’ evolving role in the programmatic video & TV era. Agencies have new opportunities to use data and technology to add value for clients as planning and buying models evolve. Amanda will share insights about how agencies are re-inventing their role for the programmatic era and what’s ahead.

    Both Dan’s and Amanda’s keynote sessions will be highlights in a packed day of deep-dive sessions, with over 25 speakers already on board from throughout the industry.



    Early bird registrants save $100 off the regular rates, with further discounts available on 5-packs and 10-packs. And, startups and students can register for the reduced $245 ticket (contact me for the code).

    I hope you’ll join us for this must-attend day of learning and networking!

    Learn more and register now!

     
  • Brandlive - full banner - 2-14-17
  • SpotX and Vemba Team Up to Ensure Profitable Video Syndication

    SpotX and Vemba have teamed up to ensure that video syndication is profitable for both video content providers and online publishers. The companies have jointly launched a new product that enables publishers to set minimum profit margin parameters which determine whether a pre-selected video from Vemba’s library should actually play.

    SpotX’s SVP, Global Revenue Sean Buckley and Vemba’s CEO Garrick Tiplady explained to me how the product addresses critical syndication challenges and works at a practical level.

    continue reading

     
  • Brandlive - full banner - 2-14-17

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