Data, Data Everywhere in the Upfront: An Overview -- Part 2

More companies spurred by the publication of last weekamp8217s article contacted me to say that they too are in the data space Jeff Lucas Head of Sales Viacom added his voice to the discussion saying that amp8220Viacom has listened to clients and has been ahead of the data curve by identifying ways to capture data differently and piloting new ad products several years agoamp8221For an independent network like Ovation the jockeying for data positioning is just so much showmanship Liz Janneman Executive Vice President Ad Sales at Ovation TV noted that there is amp8220so much data and so much noise and confusion on this entire issueamp160 Everyone is claiming to have the bestamp8221It makes for a lively ongoing discussion This week I asked media executives whether their data efforts are gaining traction and impacting their businessMy take It may be too early to tell if all of these ambitious data initiatives are making an appreciable impact on revenue The Upfront is just getting started Time will tell But the ability of companies to scale and deliver on these promises will be pivotal components in any long term revenue generator With smaller independent networks the lack of resources money as well as data could pose a challenge for future growth should the industry embrace these Big Data driven solutionsQuestion 2 Is your company39s data initiative gaining traction in the industry How is it impacting your businessDavid Poltrack Chief Research Officer CBS Corporation and President of CBS VISION Yes since we announced the initiative in March our CPA offering has gotten a considerable amount of traction Our preliminary conversations with clients focus on what we are able to do the accountability we are able to provide and the tools we will employ to measure the results While this is not part of our Upfront negotiations for interested clients it can certainly be a part of the broader conversationJo Ann Ross President CBS Network Sales Our CPA initiative has garnered significant traction That said we have not yet formally launched our crossplatform data management solution We expect to have options available to advertisers over the next few months that will likely be part of the 20152016 season To date our data initiatives have been complimentary to our business as we expect the vast majority of TV buying and selling to be transacted on demos for the current UpfrontMike Rosen Executive Vice President Advertising Sales NBCU We are bringing ATP into the market for the first time as part of the 201516 Upfront marketplace and the client reaction across broad categories has been tremendous Advertisers have embraced the fact that we are bringing them the targeting that they are accustomed to in digital and employing that level to linear television for the first time ever at massive scaleBeth Rockwood Senior Vice President Market Resources Discovery Communicationsamp160 In the past year we have gained experience in managing behavioral targets in addition to our traditional targetsamp160 Recently we have seen increased interest from advertisers to improve targeting and optimize the impact of their schedulesamp160 Advertisers are interested in the data as well as in our insights about the connections between our viewers and their brands and how that connection can be leveraged towards ROIHoward Shimmel Chief Research Officer Turner Broadcasting We have been executing and learning from our next generation ad capabilities for a couple of years introducing some of our ad products during last yearamp8217s Upfront The initial work involved vetting many of the various data providers The next stage involved working with Ad Sales to cocreate the products weamp8217ve taken to marketamp160 We also worked closely with our Data Science team to build CAE Competitive Audience Estimator a system that allows us to forecast audiences for specific advertiser targets that weamp8217re using to drive our targeting productsLiz Janneman Executive Vice President Ad Sales Ovation TV For a deal where we are creating custom content or seamless integration into an original episode Ovation partners with the advertiser to measure ad recall purchase intent and likelihood of sharing that positive experience with friends and familyamp160 That advertiser can also add a few other metrics to measure or ask questions to better grasp the impact of brand experience or brand integrationamp160 We39ve conducted many of these studies across a wide category of advertisers and now have sufficient benchmarks to measure against other advertisers in the category or other programs on any other channelamp160amp160amp160amp160amp160amp160Paul Haddad Senior Vice President and General Manager Advanced Data Analytics Cablevision Media Sales Since introducing censuslevel audience tuning data we have seen a record number of campaigns specifically with our programmers and automotive clients who are using our insights and data to deliver targeted promotions and advertising to householdsamp160 Within the industry we are collaborating with multiple players including ESPN and Time Warner Cable bringing together two leading firstparty data sets and providing advertisers unprecedented granularity and robust intelligence about the unique value of the impressionElizabeth HerbstBradyamp160Executive Vice President Ad Sales Strategy Viacom Our data initiative Viacom Vantage is an innovative predictive ad product that pioneers a new approach to matching advertisers with their custom targets while offering more choice more flexibility and increased accountability We piloted a beta version of Viacom Vantage more than a year ago with five partners and the results exceeded expectations Client feedback has been very positive and we expect to do more Viacom Vantage deals this year because its customization and precise targeting is unique in the marketplaceTom Ziangas Senior Vice President Research and Insights AMC Networks I believe we are exposing our data abilities to agency and advertisers but as is the case with all industry efforts with data driven sales and buying everyone has their own amp8220black boxamp8221amp8221secret sauceamp8221 so it makes it difficult to impact the overall marketplaceamp160 Internally this initiative is creating time efficiencies that are leading our smartest research folks to shift the balance of their time to more insights to drive our businessHanna Gryncwajg Senior Vice President Sales RLTV With all of these data announcements I am concerned about the ability of independent long tail cable networks to compete in the market It is likely that these smaller networks would have financial limitations as well as limited access to data and are therefore at a disadvantage in showcasing the uniqueness and value of their audiences The hyperbole behind all of these dataoriented announcements could negatively impact our businessThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of Media Village management or associated bloggersamp160

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Data, Data Everywhere in the Upfront: An Overview -- Part 2

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Charlene Weisler

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Data, Data Everywhere in the Upfront: An Overview -- Part 2

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Charlene Weisler

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