Hot List: Everyone (But Streamers) Wants TV Tran$parency
“We got a lot of ‘This can’t be true. Oh my God, this is my life’s work. What have I been doing for 20 years?’” - Truthset CEO Scott McKinley, to AdAge
As so many of you get ready for Advertising Week (or thank goodness you’re not going) and/or if you were consumed by horrific global events and want to brush up on what happened this week, this email is your chance to skim the headlines that mattered.
New Currencies Are Now Eating Monopoly Money: Turns out the industry is keeping its commitments to new currencies two years into the first wave. As Alan Wolk discovered interviewing Travis Scoles the day Paramount and iSpot announced a new currency deal, choice is actually breeding innovation.
Alan’s Week in Review connects the measurement dots back to the JICs growing power in the measurement wars.
Meanwhile, VideoAmp is powering ad activation and measurement for Dentsu starting with a campaign across 7 networks. Innovid, which also combines ad serving and measurement, announced it is injecting machine learning to automatically adjust CTV campaigns based on performance.
All of this competition is good news for Inscape, which supplies all the screen-level data to make these innovations possible.
IDs, Please: While cookie talk won’t crumble, identity will continue to be THE THING marketers have to figure out against new privacy laws. This week, a massive study of looking at postal addresses and identity from CIMM and Truthset revealed on average, nearly HALF of the data used for ad targeting is wrong (with some data providers as good as 70% and others as poor as 30%). Luckily, now getting it right can be far less costly than continuing to get it wrong.
Dude, Where’s my Ad? Speaking of transparency and context, Dentsu is combining GumGum and IRIS.TV to get more transparency around video ad placements.
Not a Dope Jam: As actor talks break down again, prospects of new TV content to start the new year is slipping away. Expect a production logjam once entertainment work stoppages conclude.
Knowledge Is Power: Streaming services have a vice grip on data, and everyone else wants access to it. They’re unlikely to get it, as Mike Shields discusses.
Never Go Out of Style: If a record-setting tour wasn’t enough, Taylor Swift is about to strike box office gold – and didn’t need the NFL to do it, as Dade Hayes highlights in Deadline.
“We need streaming data, [and some streamers are] not willing to share it. They are not going to fork over their most precious commodity. We as buyers are waiting for it.” - Mariel Estrada, Head of Video Currency, Omnicom
Download our latest special report: Local TV: Perils & Promise In The Age Of Streaming from Alan Wolk, Tim Hanlon & Evan Shapiro. We surveyed 60k Americans about how important local TV is to them, and some of the results – like how many young people are still tuning in – may surprise.
For a limited time, TVREV subscribers can get the report for FREE.
NEWS YOU CAN USE
Advertising
HOW ROKU IS TRAINING TV VIEWERS TO GO FROM WATCHING TO PURCHASING - Parker Herren [Ad Age]
Denstu combines Gumgum, IRIS.TV for ad placement transparency - Tommy Clift [StreamTV Insider]
Innovid Is Riding The Waves Of Ad Tech Consolidation With An Eye On CTV Measurement - Alyssa Boyle [AdExchanger]
Why Experian chose Travis Kelce to star in a campaign…before the Taylor Swift rumors - Alyssa Meyers [MarketingBrew]
Netflix’s Ad Exec Shakeup Was Part of Effort to Speed Growth - Sahil Patel [The Information]
THE WAR IN ISRAEL—HOW BRANDS, AGENCIES AND AD TECH FIRMS ARE RESPONDING - Garett Sloane, Aleda Stam [Ad Age]
Streaming Wars
Why So Many Streaming Services Are Struggling - Andrew Rosen [The Information]
In the Streaming Era, the Streamers May Know Too Much - Mike Shields [Next In Media]
Crunchyroll launches FAST channel as viewership growth continues - Tommy Clift [StreamTV Insider]
CNN and NBC Set to Battle for Future of Streaming News - Brian Steinberg [Variety]
Even ‘Suits’ Creator “Underestimated” Series Amid Its Newfound Streaming Success - Nellie Andreeva [Deadline]
Google Will Drop Claim That YouTube TV Is ‘$600 Less Than Cable’ After Charter Complaint to Advertising Board - Todd Spangler [Variety]
Data & Measurement
PARAMOUNT PICKS ISPOT.TV AS TV AD CURRENCY ALTERNATIVE TO NIELSEN - Jack Neff [Ad Age]
Hispanic Audience Measurement Requires Nuance. We’re Still Using Blunt Instruments - Hana Yoo [AdExchanger]
NEARLY HALF THE DATA USED FOR AD TARGETING IS WRONG - Jack Neff [Ad Age]
Google Introduces Ad-Measurement Tool, Privacy Sandbox Forces Change - Laurie Sullivan [MediaPost]
PMG sharpens CTV, OTT expertise with Camelot acquisition - Aaron Baar [Marketing Dive]
40% Of FAST Users Upped View Time In Past Year - Karlene Lukovitz [MediaPost]
Landscape
SAG-AFTRA talks break down over streaming pay in a setback for Hollywood’s back-to-work plans - Wendy Lee, Meg James [LA Times]
How the short-form video boom is driving marketers to creators for content production - Kristina Monllos [Digiday]
‘Daredevil’ Hits Reset Button as Marvel Overhauls Its TV Business - Borys Kit [THR]
TV and film producers prepare for potential post-strike production logjam - Tim Peterson [Digiday]
The Taylor Swift Movie Hasn’t Needed The NFL’s Help To Become A Major Theatrical Event - Dade Hayes [Deadline]
CNN Boss Mark Thompson to Staff: Network Is ‘Nowhere Near Ready for the Future’ - Isabella Simonetti [WSJ]
Sports
WHY AMAZON’S NFL BLACK FRIDAY BROADCAST WILL FEATURE MORE INTERACTIVE ADS AND CPG BRANDS - Garett Sloane [Ad Age]
TIRED OF PLAYING WAITING GAME, MLB DECLARES TIME’S UP IN RSN FIGHT - Anthony Crupi [Sportico]
MLB Momentum Takes Hit From Playoff Ratings Dip, Format Debate Eric Fisher [Front Office Sports]
Should the NFL buy ABC from Disney? One analyst makes the case. - Emily Bary [Market Watch]
NWSL STRIKES 4-YEAR MEDIA DEALS WITH ESPN, AMAZON, CBS AND SCRIPPS - Scott Shoshnick, Eben Novy-Williams [Sportico]
The College Football Playoff Is Becoming One of the Hottest Media Properties - Amanda Christovich [Front Office Sports]
Ligue 1 gets creative in pitch to U.S. media rights prospects - John Ourand [SBJ]
