Forrester On Addressable TV: ‘It’s Not Just Experimentation, It’s Real This Time – Thank God’

This isn’t a test: Data-driven TV planning is finally having its moment. About 15-17% of advertisers in the US already regularly include addressable or advanced TV buys in their media plans, according to a joint Forrester/Association of National Advertisers survey of 126 ANA members released Wednesday. An additional 20-30% of advertisers plan to start dippingContinue reading »

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Altice USA Launches Advanced TV Unit A4

Altice USA launched an advanced TV business on Thursday called A4 to provide marketers and MVPDs with audience-based, multiscreen advertising solutions. A4 is the culmination of multiple acquisitions by Altice, starting with Cablevision in 2015, said A4 President Paul Haddad, who heads the 500-person team. Altice also has acquired addressable TV platform Audience Partners andContinue reading »

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AT&T Advertising’s Talent Bench Takes Shape

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Ever since AT&T hired GroupM honcho Brian Lesser last August to lead its new advertising and analytics business, he’s been on a hiring spree. And many of the recruits share one thing in common: They’ve earned their programmatic stripes in some capacity. Time will tell how the AT&T Advertising & Analytics division will develop shouldContinue reading »

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NBC Hires An SVP Of Ad Tech And Other Talent To Boost Advanced TV Ad Measurement

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NBCUniversal is deepening its bench of data-driven executives, revealing on Wednesday that it had hired its first SVP of advertising technology, Ed Kozek. Kozek was previously SVP of ad product and engineering for The Weather Co., where he worked on the audience and data platform WeatherFX. Now he will manage NBCU’s proprietary ad products. NBCUContinue reading »

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Everything Old Is New Again, As MGM Finds Data-Driven Ways To Monetize Its Classics

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MGM Networks is expanding to OTT platforms and expects data-driven TV advertising to revitalize the studio’s library of films and TV shows. Last year, MGM Networks launched an OTT app for the Comet sci-fi channel and saw 120,000 downloads despite minimal promotional spend, said senior VP Todd Parkin. The company plans to launch OTT appsContinue reading »

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Havas’ Innovation SVP: Advanced TV Buyers Needs Reach, But Not At Data’s Expense

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For Gabrielle Rossetti, leading innovation and strategy for Havas sometimes means acting as a scout on behalf of brand clients. Even if a tool doesn’t fit into a client’s tactical tool kit, Rossetti’s team can help them build a blueprint for the future. “It’s about helping them understand where they can innovate and the technologiesContinue reading »

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As Agencies Ramp Up Advanced TV, Will Business Models Resemble TV Or Digital?

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Agencies are developing skills and business models around advanced TV buying, just as they once did for programmatic buying. GroupM has a dedicated department in Modi Media. IPG Mediabrands’ Cadreon, Dentsu Aegis’ Amplifi, Omnicom and Publicis Groupe also have added expertise. Even independent agencies like Horizon Media are building out advanced TV centers. “Advanced TV”Continue reading »

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