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This is a story I'm keeping an close eye on as more unfolds. Viacom, Fox, and Turner have come together to create a digital platform that will allow advertisers to create uniformed targeting parameters across multiple TV networks.
Basically they are attempting to catch up to Facebook level targeting to help their clients, advertisers, target consumers better. It's been LONG OVER DUE to say the least. It's 2017 and they are just now "thinking about it".
One issue: media companies tend to offer their own sets of data-driven ad products and sources of data. That means advertisers often have to recreate and redefine the audiences they want to target--such as recently married couples in the market for a mortgage, or new parents looking for diapers--for each TV outlet, with no standardization across the industry.
Sauce: Turner, Viacom and Fox Join Forces for Data-Driven TV Ad Buying
--Sauce: Turner, Viacom and Fox Join Forces for Data-Driven TV Ad Buying
With the TV upfront season weeks away, advertisers are seeking audiences beyond the ones measured by Nielsen, which are based on age, gender and income, mimicking ad buying on the digital side.
[..]
Comcast’s NBCUniversal unit recently said it would sell $1 billion of its ad inventory during this year’s upfront market using its in-house Audience Targeting Platform, rather than Nielsen.
Turner (twx, +0.10%), Viacom (viab, -1.39%) and Fox (fox, +0.23%) say this type of media buying doesn’t work if each company uses its own set of data on its own system. Advertisers are distrustful on the digital side because major players like Facebook Inc and Alphabet's (goog, +0.39%) Google create their own measurements, akin to grading their own homework, they say. Targeted advertising has mostly been deployed for smaller and one-time ad deals, but "each upfront we’ve been getting more interest and more negotiations on audience buying," said Donna Speciale, Turner’s president of advertising sales.
OpenAP's goal is to allow an advertiser or an agency to define an audience segment or work with the networks to create one, then target that segment across all three companies' TV networks.
More Sauce: Turner, Fox, and Viacom Unveil a ‘Laser Focused’ Television Ad Targeting Program
[..]
Comcast’s NBCUniversal unit recently said it would sell $1 billion of its ad inventory during this year’s upfront market using its in-house Audience Targeting Platform, rather than Nielsen.
Turner (twx, +0.10%), Viacom (viab, -1.39%) and Fox (fox, +0.23%) say this type of media buying doesn’t work if each company uses its own set of data on its own system. Advertisers are distrustful on the digital side because major players like Facebook Inc and Alphabet's (goog, +0.39%) Google create their own measurements, akin to grading their own homework, they say. Targeted advertising has mostly been deployed for smaller and one-time ad deals, but "each upfront we’ve been getting more interest and more negotiations on audience buying," said Donna Speciale, Turner’s president of advertising sales.
OpenAP's goal is to allow an advertiser or an agency to define an audience segment or work with the networks to create one, then target that segment across all three companies' TV networks.
More Sauce: Turner, Fox, and Viacom Unveil a ‘Laser Focused’ Television Ad Targeting Program