Posts for 'Data'

I attended the 2023 IAB NewFronts earlier this week and today on Inside the Stream we discuss my 5 key takeaways. These include 1) connected TV as the dominant throughline in all the presentations, 2) an early shift in messaging around how CTV campaigns should move to more full/lower-funnel KPIs, 3) whether the overwhelming volume and pure free, ad-supported nature of FASTs should be concerning, 4) how CTV platform/glass ownership will be a critical competitive differentiator going forward, and 5) why, of the 14 presentations that I attended, three companies’ presentations stood out in particular.  

Listen to the podcast to learn more (44 minutes, 51 seconds)

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Comcast Advertising will license aggregated viewership data from its devices to VideoAmp, the companies announced today. VideoAmp will incorporate the data into its cross-platform measurement solution which spans and de-duplicates set-top box and SmartTV data sets.

The deal is the latest industry move to innovate measurement and develop alternative currencies to Nielsen heading into the upfronts. The rise of streaming, VOD, CTV and direct-to-consumer businesses along with the desire to compete more effectively with digital alternatives have compelled the industry to develop more audience-based measurement approaches.

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IRIS.TV and SpotX (part of Magnite) announced this morning they’re partnering to offer industry-standard contextual targeting segments to SpotX’s video ad supply. The move will give ad buyers the ability to target and verify the category of video on all screens.

SpotX will be able to give ad buyers access to video-level metadata that has been “IRIS-enabled” for targeting in CTV and digital video, driving more value for content owners, especially in in brand-safe CTV where viewership is soaring and ad performance is superior.

Noting the challenges the partnership will overcome, SpotX’s SVP of Strategic Partnerships Kristen William said, “Our clients have been demanding increased visibility into the content they are advertising in, but access to contextual data is extremely complicated as it comes in a variety of formats as well as being locked behind content management systems and video players.”

For more on how IRIS.TV enables video data for contextual segmentation to create more value for both ad buyers and content owners, see my interview below with VP of Publisher Partnerships Lauren Gabriele. Lauren will also be moderating a session at this week’s VideoNuze Connected TV Ad Summit virtual “Targeting in CTV: The New Data Paradigm,” with Xumo, Index Exchange and Icon Media Direct.

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IRIS.TV’s VP of Publisher Partnerships Lauren Gabriele explains the role of contextual data in connected TV inventory in the 10 minute interview below. Lauren notes that ad buyers considering CTV inventory are focused on brand safety, transparency, measurement and attribution, especially relatively to traditional linear TV.

Content providers can address these areas by enabling improved contextual analysis of their video segments which Lauren believes can be a a strong signal of brand safety. Lauren provides examples of how content providers, especially in news, are doing this already, helping unlock value in their CTV inventory.

To learn more, attend the session Lauren is moderating at next week’s VideoNuze Connected TV Ad Summit virtual, “Targeting in CTV: The New Data Paradigm” with panelists from Xumo, Index Exchange and Icon Media Direct. Registration is complimentary and you can win a Roku TV and Streaming Soundbar.

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TV ad measurement provider iSpot has enhanced its unified ad measurement capability allowing brands to more accurately gauge incremental reach and effectiveness of cross-screen campaigns. iSpot has integrated demographic data into its Unified Measurement platform to provide person-level cross-screen ad measurement in real time across linear TV and 300+ streaming services. This includes age, gender, household occupancy and co-viewing measurement.

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Peer39 is introducing a set of pre-bid cookie-free contextual planning and targeting tools for connected TV ad buyers. This means that CTV ad buyers will gain insights into the programming where CTV ads run, so that they can better target and manage their campaigns.

In a briefing, Alex White, Peer39’s COO, told me that the tools address two industry challenges: demand side platforms have been limited in their ability to surface information about programming causing fragmentation and a lack of contextual categorization about the programming. Alex believes this is the first time contextual data on CTV programming has been offered.

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Data has become the rocket fuel behind video advertising and an audience-based buying future – helping advertisers boost targeting for higher ROIs, while allowing content providers to propel the value of their inventory and transact more fluidly.

At our recent 9th annual Video Ad Summit, a panel including Natalie Gabathuler-Scully (SVP, Revenue Operations, Vevo), Ben Maughan (VP, Business Development, Product, and Client Services, Advanced Media and Advertising, TiVo), George Musi (EVP of Marketing Sciences, Citi, Publicis OneTeam) and Dan Punt (Senior Managing Director, FTI Consulting) as moderator, dug into the above topics and much more.

In particular, the panelists explored what’s involved in investing in a data strategy, the complexity of audience targeting models (and who does this modeling work), the incremental value of data when used appropriately and key challenges including many proprietary anonymous ID spaces that aren’t interoperable.

Data tends to be an overused word in the video ad business, but the panel demystified where data’s value really lies.

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SpotX has released its “2019 Video Advertising Trends” report, highlighting 4 key trends:

1. New offerings will come into play for OTT video services.
2. Traditional TV will continue to transform for today’s digital landscape.
3. Shifting consumer expectations of ad experiences and personal data usage will drive innovations in ad transactions and delivery.
4. Industry-wide transparency efforts and regulation will spur larger investments in data management.

The report offers numerous insights about each of these 4 trends (and others). The report’s discussion of the latter two are especially relevant and thought-provoking.

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Beachfront, a leading supply-side platform for video ads, has partnered with MadHive, a data management platform, to enrich and verify audiences on connected devices. Frank Sinton, President and Founder of Beachfront told me in a briefing that the company is focused on validation of inventory quality and audiences, issues that are top of mind for its publisher customers.

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How data is being used to improve monetization and user experiences is one of the hottest industry topics these days. But is data living up to its potential? At our recent VideoNuze Online Video Ad Summit, we focused a session on this question, with panelists including George Musi (EVP, Data, Analytics, Insights, Blue 449/Publicis Media), Lance Neuhauser (CEO, 4C), Bre Rosetti (SVP, Director of Strategy and Innovation, Havas Media), Vikram Somaya (SVP, Global Data Officer and Ad Platforms, ESPN) and Dan Punt (Managing Director, FTI Consulting) moderating.

The session explored the value of data for brands, using data to uncover what’s meaningful to consumers, how to deal with limitations imposed by walled gardens, how data can power subscription models, when does value of data actually start to diminish, the importance of having the right infrastructure and talent in place, evolving to data-driven decision-making, complying with GDPR and much more.

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Today I’m continuing our “In Focus,” series, in which I preview one of the sessions at our 8th annual VideoNuze Online Video Advertising Summit, coming up on Tuesday, June 12th, including what I hope you’ll learn and why I think the topic is important.

In focus today is our 1:35pm session, “Is Data Living Up to Its Potential?” which includes George Musi (EVP, Data, Analytics, Insights, Blue 449/Publicis Media), Lance Neuhauser (CEO, 4C), Bre Rosetti (SVP, Director of Strategy and Innovation, Havas Media) and Vikram Somaya (SVP, Global Data Officer and Ad Platforms, ESPN), with Dan Punt (Managing Director, FTI Consulting) moderating.

Data has become the most important ingredient in the advertising ecosystem, driving how tens of billions of dollars of annual spending are distributed by advertisers eager to micro-target their desired audiences and achieve the highest return on ad spend. It is no secret that Google and Facebook in particular, have used their massive troves of user data (sometimes to their detriment), to help advertisers’ quest for targeting and efficiency in the digital world.

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Gracenote has announced a new data solution allowing unified search and discovery of content between virtual multichannel video programming distributor (“vMVPDs” or “skinny bundles”) and on-demand libraries. The solution is targeted to device-makers and cable/satellite providers which offer both skinny bundles and on-demand content to viewers.

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VideoNuze readers are invited to attend 4C’s closed-door VIP breakfast session in New York this Thursday, April 19th, “The Modern Microscope: Using Data to Predict Marketing Success.”

At the event, executives from global brands and agencies, along with press & analysts, will gather to hear from industry experts including:

- Terry Kawaja - Founder & CEO of LUMA Partners, who will discuss how technology is changing to empower marketers to reach their audiences

- Susan Bidel - Senior Analyst at Forrester Research, who will share research and insights about where marketers are on this journey

- Seth Stephens-Davidowitz - New York Times columnist and bestselling author of Everybody Lies, who will explain how data and audience insights is helping marketers get there

- Other speakers include Krishan Bhatia (EVP Business Operations & Strategy, NBCUniversal), Marni Walden (former EVP and President, Global Media, Verizon), Lance Neuhauser (CEO, 4C) and Anupam Gupta (Chief Product Officer, 4C).
 
The VIP breakfast will be at The Ace Hotel New York, 20 W 29th Street, on Thursday, April 19th, 8am – Noon.
 
Learn more about attending here.

Yesterday I produced the Online Video Program at the NABShow in Las Vegas. It was a great day of learning, with 30+ speakers on 8 sessions focusing on the rise of OTT. There were many highlights, but to be brief, below I’ve summarized 5 soundbites that hit my radar:

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On behalf of 4C, I’m pleased to invite VideoNuze readers to attend a closed-door VIP breakfast session in New York on Thursday, April 19, “The Modern Microscope: Using Data to Predict Marketing Success.”

At the event, executives from global brands and agencies, along with press & analysts, will gather to hear from industry experts including:

- Terry Kawaja - Founder & CEO of LUMA Partners, who will discuss how technology is changing to empower marketers to reach their audiences

- Susan Bidel - Senior Analyst at Forrester Research, who will share research and insights about where marketers are on this journey

- Seth Stephens-Davidowitz - New York Times columnist and bestselling author of Everybody Lies, who will explain how data and audience insights is helping marketers get there
 
The VIP breakfast will be at The Ace Hotel New York, 20 W 29th Street, on Thursday, April 19th, 8am – Noon.
 
Learn more about attending here.

At our SHIFT // Programmatic Video & TV Ad Summit a couple weeks ago we had two sessions that were connected: one that focused on executing the roadmap for success in audience buying and one that focused on maximizing data’s ROI.

Panelists for the audience buying panel included Gabe Bevilacqua (SVP of Product Management, Advanced Advertising, Viacom), Jason DeMarco (VP, Audience and Data Solutions, A+E Networks), Anupam Gupta (Chief Product Officer, 4C Insights) and Adam Hecht (VP, Monetization, SintecMedia), with Mary Ann Halford (Senior Advisor, FTI Consulting), moderating.

Panelists for the maximizing data’s ROI panel included Scott Ashby (Sr. Director, Advanced Ad Products, Fox Networks Group), Judith Hammerman (SVP, Data Solutions & Programmatic Solutions, Time Inc.), Mark Risis (Head of Global Data Partnerships, IBM Watson Advertising), Damian Garbaccio (Global Chief Revenue Officer, Nielsen Marketing Cloud), with Brian Leder (Partner and Chief Strategy Officer, Promatica), moderating.

Watch the session videos now!

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Late last week Videology announced DETVgo, a free product that allows ad buyers to begin using data-enabled TV advertising to target specific audiences and then build and optimize media plans. Stacy Daft, Videology’s GM, Enterprise Business Development, told me in a briefing that DETVgo gives ad buyers a low barrier path for trying data-enabled TV ad buying.

All of the major TV networks are investing heavily in data enablement of their ad inventory to help buyers more precisely target audiences. This is a critical step as big digital players, including Google and Facebook, have ramped up their video initiatives to grab a share of TV ad spending.

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Inscape and Sorenson Media announced a partnership this morning to help local broadcast station gain insights into viewers’ behaviors. Inscape, whose automatic content recognition (ACR) technology collects viewership data from over 7 million opted-in smart TVs in the U.S. is powering Sorenson Media’s Spark Station Analytics. The companies have been collaborating for over a year with over 80 local broadcasters now using Spark Station Analytics.

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NBCU is enabling clients to buy national TV ads using a self-serve programmatic TV approach. The new private market arrangement is powered by technology provider 4C. NBCU already works with AOL, TubeMogul and Videology to enabling programmatic buying of its ad inventory. The first client using the self-service approach is Target, which will be able to meld its first-party customer data with NBCU’s own audience data to target certain viewers with ads.

Target’s agency of record is GroupM’s Essence, which is where Adam Gerber, formerly SVP of Client Development and  Communications at ABC, was recently appointed SVP of Investment for North America.

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