Back in June, clypd's Chief Research Officer Pete Doe presented a whitepaper at ARF's Audience Measurement 2016 conference. We're excited to have the whitepaper, titled "Is This is the Beginning of the End for Age and Gender Targets?" available to share with you.
Linear TV Deals are moving away from gender and age targets towards advanced targets using fused research databases, transactional databases and first-party customer data. This is an important development in buying and selling TV ads, for both buyer and seller.
This morning, we are excited to announce the release of Optimize Private Marketplace (PMP), a suite of sales tools for media companies engaged in yield optimization and advanced audience sales transactions.
Several leading media companies, including Discovery Communications, ESPN, and Fox Networks Group have been using the clypd platform to prepare for and engage with their brand and agency partners on new opportunities that leverage data and an increased level of workflow automation. This latest offering builds upon clypd’s existing linear TV private marketplace offering. Features include end-to-end deal lifecycle management, data onboarding, yield-optimized and audience-focused scheduling, and proposal generation.
And tackle four industrial problems, including a programmatic TV problem proposed by clypd, during a week-long workshop. This happened on June 12-17, 2016 at Duke University during the 32nd Annual Mathematical Problems in Industry (MPI) Workshop. This year, the MPI workshop attracted 84 mathematicians from universities, industry, and national laboratories from Canada, the UK, and the US.
You may have seen reports that Nielsen has expanded its US National People Meter panel and is using modeling in this expansion. What does this really mean? To understand the change that Nielsen has introduced, it’s useful to lay out the Nielsen TV measurement landscape in the US.
clypd's Chief Relationship Officer, Mark Mitchell, talks with Andy Plesser of Beet.TV about the latest happenings in TV advertising, including programmatic TV and the potential of cross-screen ad impressions.
The television advertising landscape has recently been flooded by a deluge of innovation. While this exciting activity is creating incremental opportunities by way of enhanced ad sales strategies, insightful analytics and a growing alignment with digital video, we mustn’t ignore the foundational tactics on which TV advertising is supported.
The buying and selling of linear TV advertising hasn’t changed in decades – until now.
Unlike the real-time, impression-based transaction that defines digital advertising, the traditional television media buy is impacted by technological limitations and disparity in sales strategies. These impose that decisions be made well in advance on broad-based demographic targets such as age and gender. Ratings are researched and ads scheduled, but the process is labor intensive and doesn’t accurately show available inventory and its audience. The growth of programmatic TV is addressing some of these challenges, giving the parties informative and actionable data sets and varying levels of workflow automation.
Video consumption through digital means has skyrocketed, thanks in part to Google’s absorption of YouTube in 2006. Meanwhile, television has also continued its upward growth, despite industry expectations. The higher media consumption patterns offer media companies, marketers, and technology companies a huge opportunity to unite the two watching streams, but it’s not without its challenges.
In my former life in the world of digital video advertising, we looked to leverage “cross-screen digital video” as we quickly recognized that “online video” was not going to be restricted to the personal computer. This proved to be true as folks watched the latest Boston snow storm reports from a work computer, then laughed at a Louis C.K. skit via an iPhone from the caboose of the disabled MBTA and later, enjoyed Sophia the First with their kids on an iPad.