Advanced Advertising: GroupM's Bologna: Addressable Ads Finally Resembling Scale
September 13, 2011 | By Andrea Morabito
At Broadcasting & Cable /Multichannel News event, Michael Bologna discusses the progress being made with addressable advertising.
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Why Television?
July 25, 2011 | By Mark Lieberman
Television remains the most powerful branding medium, but technology is rapidly changing the look and feel of the TV industry: programming is more engaging, accessible and relevant, while sophisticated analytic techniques give advertisers more insight and flexibility.
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Do You Suffer From PBS?
July 15, 2011 | By Seth Haberman
Personal Bias Syndrome often makes people think that their own media consumption habits are representative of the norm; however, Seth Haberman explains that this is not usually true.
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Upfront: Wait Until Next Year
June 16, 2011 | By David Verklin
David Verklin, CEO of Canoe Ventures, offers perspective about this year's upfront and how it will change next year to include augmented television capabilities.
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TV of Tomorrow Show: Interactive TV Advertising - Who's Going to Click
November 18, 2010 | By Seth Haberman
This panel brings together leaders from multiple areas of the industry to discuss current and future developments in interactive TV advertising, such as questions like – What will interactive advertising look like? Do past interactive TV trials or current user behavior on the Internet provide any clues as to which kinds of interactive TV advertising will prove most effective going forward?
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The Two Faces of Social TV
December 29, 2009 | By Seth Haberman
To this casual observer of the Internet, two very strong and divergent trends are locked in a Manichean struggle, played out endlessly through a series of technological accomplishments pulling against each other. For simplicity let's call them the individual and the crowd.
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Addressable TV: an FAQ
November 30, 2009 | By Andrew Hampp
Addressable TV ads have been held up as the Holy Grail ever since the internet boom of the late 1990s -- "delivering dog-food ads to dog-food owners" as Canoe Ventures CEO David Verklin famously put it. But the progress has been slow at best. A series of high-profile trials in markets such as New York City, Baltimore and Huntsville, Ala. has helped the cable industry prep 2010 to become the first year addressable advertising could be ready for prime time.
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The Living Room War: Redefining Television
November 13, 2009 | By Seth Haberman, Benjamin Faes, Sab Kanaujia, Giles Wilson and Jeffrey Coles
Monaco Media Forum 2009 Panel
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Debunking the IPTV Myths
November 01, 2009 | By Tara Walpert Levy
With all the hype about the growth of online video viewing, I decided to check it out for myself by watching all my TV shows online for an entire week. My plan was to watch Hulu or abc.com and to supplement with iTunes on the big screen via Apple TV. I also wanted to experiment with Boxee, a start-up company that aspires to provide a common user interface for enabling consumer viewing of online video on a TV screen.
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Cablevision's Interactive Ads
October 20, 2009 | By Todd Spangler
Cablevision Systems has signed deals with at least four marketers -- Unilever, Gillette, Benjamin Moore and department store chain Century 21 -- for its interactive TV service that lets digital-cable viewers click their remotes to get more information or product samples during a 30-second local ad spot. Cablevision also is progressing on addressable advertising, which lets local advertisers deliver up to five different spots segmented based on a variety of demographic criteria.
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Bringing the click into TV ads
October 12, 2009 | By Tara Walpert Levy
As the market makes progress in addressable television advertising solutions, interactive applications are also gaining traction. Once advertisers are given the ability to deliver relevant ads to target consumer segments, the natural extension is to enhance that relevant ad with an interactive component that makes the message even more compelling and immediately actionable.
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Cablevision Promises Interactive TV Ads – This Time for Sure
September 15, 2009 | By Stephanie Clifford
Cablevision Systems Corp. plans to announce details of a new offering that allows TV viewers to press buttons on their remote to see more information about selected ads, and to order samples of things like shampoo or toothpaste. Called Optimum Select, the new service will be available to all Cablevision customers with digital set-top boxes.
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Visible World Aims to Get Addressable Data Right
August 17, 2009 | By Andrew Hampp
Visible World, one of the most established players in the realm of targeted TV advertising, hopes to make strides against one of addressable advertising's biggest obstacles: data measurement. The company is partnering with Acxiom, Experian and Nielsen for a first-of-its-kind data exchange that will merge all the set-top-box data advertisers and agencies need to determine targeted ads' effectiveness under one platform.
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Measuring the Results of an Ad, Right Down to the City Block
August 05, 2009 | By Stephanie Clifford
The people who buy media have found their jobs more complicated lately, what with all the new ways of measuring response. Buying local media adds another layer of complication. Mediabrands, an ad-buying and planning division of the Interpublic Group, plans to introduce Geomentum, a unit that will focus on this problem.
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Exchanges Will Play Role In Addressable TV Says Visible World President Tara Walpert Levy
August 05, 2009 | By Tara Walpert Levy
Tara answers some tough questions on the state of the industry, advertiser readiness for addressable TV advertising, future of ad exchange models and more.
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The New Creative Imperative
July 29, 2009 | By Alan Schulman
It has been said that "media is the new creative." To clarify, the idea is that in this age of hyper-audience fragmentation, the "who" you're speaking to is now as important as the "what" that's being said.
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Google partners with Visible World for addressable TV ads
July 28, 2009 | By Carol Krol
Google announced it has formed a partnership with Visible World, an addressable TV ad technology company. The new relationship will give Google TV advertisers the ability to dynamically create several versions of a TV ad, targeted to specific segments, using Visible World's automated platform.
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TV Universe Expands, Share Of Channels Tuned Does Not
July 21, 2009 | By Joe Mandese
Despite the rapid expansion of alternative media options, Americans continue to watch more, not less TV, according to an annual benchmark report from Nielsen Co. But they are spending that increased viewing time watching a relatively small percentage of the TV channels available to them.
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Keval Desai Interview, Google TV Ads
July 09, 2009 | By Tracy Swedlow
This interview with Keval Desai, Director of Product Management for Google TV Ads, provides an in-depth overview of Google's ongoing efforts in the TV advertising space. Topics discussed include why Google decided to move into TV advertising, plans for targeting the US cable space, and how the company views initiatives and standardization efforts such as Canoe, EBIF and tru2way.
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Teens Make Time for Digital and Traditional Media
June 25, 2009 | By Georg Szalai and Colbern Uhl
"Don’t get too caught up in the hype of digital media usage" is a key message of the new Nielsen Co. research How Teens Use Media report .
The notion that teens are too busy texting and Twittering to be engaged with traditional media is exciting, but false. Instead of replacing traditional media with new media consumption, teens are simply making time for both, it concludes.
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Addressable Advertising TVOT 2009 Panel
June 21, 2009 | By Seth Haberman
This panel brings together executives from all tiers of the TV advertising market, including distributors, networks, agencies and advertisers in an attempt to answer a question: In a world where all television ads can be addressable, who will reap the most benefit – the buyers, the sellers or the clients?
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The Promise of Personalized Video Ads
May 18, 2009 | By Jeremy Lockhorn
The media universe was already on a path to fragmentation before the Web came along. Cable niched television. Magazines grew to cover a tremendous array of interests. The Web has accelerated and intensified this trend, providing an even lower cost way to create and share content globally. The barriers to creation of great content -- including video -- have mostly been torn down.
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Advanced Advertising Goes Primetime
May 18, 2009 | By Tara Walpert Levy
Futurists have long called for the abandonment of the traditional TV upfront in favor of new digital possibilities in buying and selling. But history shows that while stories of auctions and arbitrage exchanges abound every year, so far, none of the digital buying and selling platforms has made many inroads in the TV marketplace.
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Big Thoughts: Digital Hollywood's Impact On The Small Screen
May 13, 2009 | By Seth Haberman
I recently participated in the latest installment of Digital Hollywood in Santa Monica, Calif. Marching to the beat of Ezra Pound's injunction to make it new, the crowd pounded the last nails in the coffin of old media led triumphantly by the charge of online video. The good news is that in the video revolution that hasn't happened yet, advertising escapes, prospers and lives in harmony.
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Targeted Ads: The Holy Grail?
May 04, 2009 | By Daisy Whitney
The idea of targeted advertising has been held out as the promised land of marketing, a sort of holy place where advertisers can finally talk directly to consumers about their products and services, without mindless chatter.
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More People Worldwide Watch More Channels on More Devices
April 28, 2009 | By Jack Loechner
According to findings from the Accenture second annual Global Broadcast Consumer Survey, television viewership has grown since last year, with 40% of viewers watching six or more television channels vs. 35% in 2008, and 39% watching eight or more television programs per week vs. 33% last year.
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Visible World CEO Seth Haberman on Addressable Advertising
April 27, 2009 | By Tracy Swedlow
Tracy Swedlow interviews Seth Haberman on the importance of Addressable Advertising. What are the latest developments in addressable advertising? Can trust exist between the cable industry and the broadcasters through Canoe Ventures? How will interactive advertising work with addressable advertising?
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TV Still Occupies Two Thirds of Adult Screen Time
April 18, 2009 | By Jack Loechner
The new Video Consumer Mapping (VCM) study for the Council for Research Excellence (CRE) by Ball State University's Center for Media Design (CMD) finds that younger baby boomers (age 45-54) consume the most video media, and confirms that traditional live television remains the "800-pound gorilla" in the video media arena.
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Staying Power: TV Ads Score High Consumer Impact
April 15, 2009 | By Wayne Friedman
Television advertising contributes more than half the impact of all marketing -- from initial awareness through purchasing -- when consumers are exposed to an overall campaign.
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