Data and automation are at the heart of programmatic’s influence on video and TV advertising. At the recent SHIFT // Programmatic Video & TV Ad Summit, we dug in deeply to data and measurement in a session including Larry Allen (VP, Ad Innovation and Programmatic Solutions, Turner Ad Sales), Joan Fitzgerald (VP, Product Management and Business Development, TiVo), Noah Levine (SVP, Advertising Data & Technology Solutions, Fox Networks Group), George Musi (SVP, Head of Analytics and Insight, Optimedia | Blue 449), with Tim Hanlon (Founder and CEO, The Vertere Group) moderating.
A key theme the panelists explored was the complexity involved with multiple measurement systems and data sets. With traditional TV and Nielsen as a single currency, transacting was relatively simple. But with the panelists explaining how their companies are using data and how this leads to customized buys, advertisers’ ability to synch up objectives and results is getting ever more complicated. How to solve this is clearly going to be an ongoing challenge.
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.
The TV industry is in a race to data enable its ad inventory to keep pace with online video and digital alternatives like Facebook and Google that offer finely-grained audience data at massive scale. Earlier this week TiVo Research and Cadent announced a new joint solution that is another good example of how the industry is creatively pursuing data enablement to build more targeting value across its inventory.
TV programmers like Viacom and AMC are in the same position that print companies like The New York Times and Conde Nast were ten years ago. As consumers moved to reading content online, the legacy publishing companies figured they could replicate their business on a new channel. No one could believe that a tech company with no real content could compete for brand advertising budgets. We all know how that played out.
Now, consumers are cutting the cord and moving to digital channels to watch TV. There is more to lose on both the buy and sell side during this time around. TV advertising is considered by advertisers to be the holy grail of inventory, and they don’t want to lose it any more than the TV companies do. However, the siren song of audiences at scale and with technical ease could change their minds.
Adobe and comScore have announced a major new partnership this morning for improved cross-screen measurement, a thorny issue for all content providers and advertisers in an increasingly fragmented viewing landscape.
As part of the deal, comScore is integrating into its Cross Media, Audience and Advertising product suites, Adobe’s Certified Metrics, which is standardized digital census data powered by Adobe Analytics. Adobe Certified Metrics will supplement comScore’s existing cross-platform audience data and recently acquired census TV data via Rentrak. The key benefit is improved insight into viewing on connected and mobile devices.
The convergence of video and TV advertising is everywhere these days. The latest evidence is a new tool that OpenSlate unveiled last week that gives ad buyers the ability to screen YouTube inventory based on custom criteria and then see how it translates into TV-equivalent reach and demographics.
OpenSlate’s CEO Mike Henry demo’d the new YouTube GRP Planning Tool for me last week, illustrating how buyers can enter target audience information to build an “unwired TV network,” then enter a budget and see how this equates to Total Rating Points and GRPs for a YouTube campaign.
Canvs, which interprets video viewers’ social sentiments about their favorite TV programs and ads across 250 different TV networks, has raised a $5.6 million series A round, led by KEC Ventures, with participation from Rubicon Venture Capital, Gary Vaynerchuck and BRaVe Ventures, Social Starts and Milestone Venture Partners.
I spoke to Canvs CEO and co-founder Jared Feldman last week who explained the company’s approach and why its syndicated research portal has been quickly adopted by almost 3 dozen TV networks, studios, ad and talent agencies to date including Sony Pictures, SMG, NBCU, Viacom and others.
I'm pleased to present the 306th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week Colin and I share our top predictions for the video industry in 2016. We also look back at our predictions for 2015 and rate how we did (how’s that for accountability?).
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At the recent SHIFT // 2015 Programmatic Video & TV Ad Summit, the data’s vital role in programmatic was a recurring them. In a dedicated morning session, “Data is the New King: Re-Aggregating Audiences in the Programmatic Era,” Matt Spiegel, SVP/GM, Marketing and Technology Solutions at MediaLink led an insightful discussion
Participating on the session were Bob Ivins (EVP, Cross Media Business Development, comScore),
Brian Leder (SVP, North America Media, Razorfish), Manny Puentes – CTO, Altitude Digital and Julian Zilberbrand (EVP, Audience Science, Viacom).
Among the many topics the group explored were how to validate 3rd-party data sets, how data drives ROIs, the impact data has on content creation, new staffing requirements and lots more.
Viacom announced that it has added 3 new executives to its Viacom Vantage data-driven ad product, which was itself announced in late April. Joining Viacom are Bryson Gordon as SVP of Data Strategy, Gabe Bevilacqua as VP of Product Management and Kodi Foster as VP of Data Strategy. Together they’ll oversee development of new data products to micro-target viewers which are overseen by Kern Schireson, EVP of Data Strategy and Consumer Intelligence for Viacom Media Networks.
These are complicated times for video content providers, with more opportunities to monetize their video inventory and partner with advertisers, yet more complexity as well. How to succeed in this rapidly evolving environment was the topic of our Video Ad Summit panel, “Modernizing the Monetization of Video: The Content Provider’s Perspective.”
The session included Lorne Brown (Founder & CEO, Operative), Sean Holzman (Chief Digital Revenue Officer, Bonnier), Stephano Kim (SVP, Ad Operations & Chief Digital Strategist, Turner Broadcasting), David Morris (Chief Revenue Officer, CBS Interactive) and Lisa Valentino (Chief Revenue Officer, Conde Nast Entertainment), with Tom Herman (CEO, DashBid) moderating.
The wide-ranging discussion touched on various topics including how campaign success metrics are changing, why performance and engagement are paramount, how content providers are creating their own data management platforms and selectively exposing their first-party data, why the consumer is really in the driver’s seat, the role of branded entertainment, the challenges of moving to a direct-to-consumer approach at scale, ad-blocking and much, much more.
I'm pleased to present the 278th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
This week Colin and dig into why data is taking center stage for video content providers and advertisers. We completely agree with the point Videology Chairman and CEO Scott Ferber made in his opening presentation at this past Tuesday's Video Ad Summit, that "The One With the Data Rules" in the converged world.
There is growing recognition that data is the glue that will guide multiscreen strategies and executions, in both content development and advertising. We discuss how companies like Netflix, Hulu, Sling TV and others are already capitalizing on data. Yet, it's still early days for exploiting data's full potential.
As our Video Ad Summit morning keynoter, David Cohen, Chief Investment Officer of Universal McCann said very well, we're in a phase where advertisers are trying to re-aggregate audiences across platforms and services at a scale comparable to what was available on TV not that long ago. Doing so is incredibly difficult, but data is the key to ultimately enabling this.
Listen in to learn more!