Data, Data Everywhere in the Upfront: An Overview -- Part 3

The question this time is whether these initiatives are scalable and if so howamp160Read Part 1 hereamp160andamp160Part 2 hereThere is a bit of skepticism in the industry regarding true scalability of these initiatives which for many means that they are adoptable across the industry As Liz Janneman Executive Vice President Ad Sales at Ovation TV said amp8220From a marketeramp8217s perspective how can they aggregate all of this data from different networks and all other partners if the data is proprietary and therefore canamp8217t be aggregated across their entire media buyamp8221How indeed For others scalability means the ability to grow the data service more deeply within a company and across oneamp8217s owned media propertiesMy take At this point I am not sure that many of these data initiatives are truly scalable outside the walls of the company For a variety of reasons I do not expect any of these initiatives to expand and integrate into general industry use anytime soon They are generally proprietary services some with a amp8220secret sauceamp8221 of datasets and algorithms Just like the agency optimizer models of yesteryear todayamp8217s data initiatives seem to serve as a marketable point of difference for networks I believe that it is the combination of quality content and deliverability of targeted audiences within the currency and sales service backing up all transactions that will be the ultimate arbiter of business success But offering a way to accentuate ROI through the data chain is a nice added bonus that may tip a sales decision in a networkamp8217s favorQuestion 3 Is your data initiative scalable If so howKatie Larkin Executive Vice President Advertising Sales Research and Strategy NBCU Yes NBCUniversalamp8217s broadcast cable Hispanic news and sports programming are all included in our Audience Targeting Platform ATP We are offering this to select clients but broadly across all categoriesMike Rosen Executive Vice President Advertising Sales NBCU Our offering by its nature is the most scalable of anything in the marketplace because NBCUniversalamp8217s portfolio of assets has the most scale of anyone out there We reach 93 of all US adults every single month The essence of optimization is to build effective reach of specific audience segmentsStephano Kim Senior Vice President Ad Operations and Chief Data Strategist Turner Turner Data Cloud will now become Turneramp8217s central repository of data spanning digital and linear ecosystemsamp160Advertisers and their agencies can now transact in any format they prefer with any data source they choose including their own first party dataBeth Rockwood Senior Vice President Market Resources Discovery Communications We are working with several systems that will make our initiatives scalableamp160 Discovery is working with Lake5 for data analytics and with clypd for audience optimization and a higher level of automationamp160 Systems are essential however good targeting work is customized and requires a higher touch approach and direct collaboration with clientsamp160Paul Haddad Senior Vice President and General Manager Advanced Data Analytics Cablevision Media Sales Our datarelated initiatives continue to grow and we are now introducing automation Just a couple of weeks ago we introduced Total Audience Application an advanced datadriven platform that leverages the power of first party data sources to automate the audience and media planning of addressable and optimized linear television campaignsamp160 The platform reduces the media planning process from weeks to just minutes and evolves the traditional spotbased adbuying model to one that is audience and impressionbasedDavid Poltrack Chief Research Officer CBS Corporation and President of CBS VISION Yes it is definitely scalable From a pure research perspective we are the best equipped network to add analytics for optimal targeting To underscore this we recently released data showing that consumers across all major buying categories watch more CBS programming than any other network By delivering our clients a base audience rich in consumers we are able to layer on analytics to target more efficiently and effectively than our competitorsGeri Wang President Ad Sales ABC Our TWDC digital portfolio offering provides marketers with the largest premium video audience marketplace opportunityamp160 No other media company producing premium original content reaches more people for more time with more ad supported videoamp160 Our linear TV offering is rooted in ABC Primetime this seasonamp8217s No 1 A1849 entertainment primetime lineupamp160 Thereamp8217s no better place to find scaleElizabeth HerbstBrady Executive Vice President Ad Sales Strategy Viacomamp160 Viacom Vantage is scalable not only because we can offer it across our robust portfolio of networks but also because we can efficiently handle the AtoZ process from analytics to creative integrations to operational and inventory managementamp160Tom Ziangas Senior Vice President Research and Insights AMC Networks Too early to tell at this juncture but I believe it will be Developing our own DMP and Business Analytics Research Tool BART that encompasses Nielsen AMRLD TVE data VOD data online Website data EST OTT will make it scalableIn Part 4 to be published next week I ask these questions Do we need a standard metric with all of these data innovations If so then what should it beThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage management or associated bloggers Image at top courtesy of freedigitalphotosnet

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Data, Data Everywhere in the Upfront: An Overview -- Part 3

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Charlene Weisler

We Are the Outliers - By Jack Myers

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Data, Data Everywhere in the Upfront: An Overview -- Part 3

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Charlene Weisler

We Are the Outliers - By Jack Myers

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