Please Demystify All the Hullaballoo about Advanced TV

This article will take the fine sorting work you39ve already been doing and perhaps help sharpen the focus or add color here and there These are the questions people are asking that we did not get to in the recent Leadership Conversation with Comcast39s Marcien Jenckes Dish39s Kevin Arrix and Cadent39s Jamie Power with Jack Myers and meOf all the moves being made today which ones stand the greatest chance of changing the world bigtimeIn general the moves being made by Comcast and all the MVPDs with the networks should be put in Category A amp8211 including Blockgraph The reason is that the lessons I was taught trying to create collaboration in the 90s were a partner to make the network inventory deterministically addressable nationally and programmatically at vast scale b be able to prove you have the silver bullet in terms of ROI and privacyHow are we to interpret Project OAR and what Nielsen is doing in AddressableThe TV set manufacturers and their upstream chip and other tech suppliers have long targeted being the switch for addressable commercials delivered in every home in the world Today Inscape Samsung and others are delivering on that dream hampered by scale lack of ease of buying and balkanization amp8211 that last point is the really important one Buy side much prefers national buys over local buys amp8211 more profitable especially in the era in which procurement tunnel vision forced the agencies to expend their creativity in nefarious ways amp8211 days that are hopefully going out the exhaust behind us as our steep learning curve from Mother Nature39s ruler on our wrist forces us to reinvent everything for the future we all want to come out of this dark testIn a way the MVPDs and the TV set manufacturers are competing to be the addressable ad delivery system Now so is Nielsen probably as result of new management seeing the ratio between the size of the measurement business and the size of the ad delivery business This race will go to whomever leads collaboration The advertiser wants it all in one place So far the MVPDs are closer to doing that They should be after all the work we did together twenty and more years agoWhy wouldn39t the networks hold all the cards in this game What do they need MVPDs or TV set manufacturers for They have OTT and they can keep all the moneyWisely the networks are testing all the alternative scenarios and will make the right decisions based on the best business analytics However the advertisers and agencies want one stop shops Ampersand is that for some inventory Freewheel is that for some inventory a4 is that for some inventory Cadent is that for some inventoryamp160 and the deals being made now between MVPDs and networks is going to become the new top of the list one stop shop although they will all contribute to the final solution based on the collaborations they have already amassed themselves The networks either have to create their own collaboration that was Hulu amp8211 now part of Disney or most likely play in all of themHow is measurement going to be doneMost of the data are now distributed across the MVPDs networks TV set manufacturers and others That data collaboration has to be an integral part of the overall addressable ad inventory programmatic aggregation The closest existing model for that today is 605Ed Papazian asks or more accurately states quotuntil CMOs or brand managers are allowed to buy this way addressable is going to be held back As long as corporate buys are made on lowest CPM sexage and use up most of the money addressable is marginalizedquotThe interesting exchange between Ed and Ben Tatta is in LinkedIn spring boarding off an earlier article here Ben having toiled in the fields for years at Cablevision knows that there are hundreds of advertisers who do not buy the upfront that way and who are more careful spenders and that39s where a lot of the early addressable money came from along with automotive financial and the entertainment industry itselfTo be continued if there are more questions amp8211 please send me yours thanksClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Please Demystify All the Hullaballoo about Advanced TV

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Bill Harvey

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Please Demystify All the Hullaballoo about Advanced TV

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Bill Harvey

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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