Other Reasons To Sell Local Audiences

Posted by Rebecca Rozakis on Dec 11, 2014 10:00:23 AM

We’ve talked before about some of the reasons why aggregating inventory and layering in data to sell by audience instead of by unit can help local television. In our last post, we talked about the plight of unrated and lower rated networks. While low or nonexistent ratings can make a network unattractive to buyers, there are still a lot of people watching, people who represent potential customers to advertisers. Selling impressions allows lower rated networks to repackage their impressions in a new, more attractive, more easily sold form.

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Topics: Blog Posts, TV Audience Buying, TV Audience Targeting, TV Buyers, TV Buying

Local TV Measurement: A Blueprint

Posted by Rebecca Rozakis on Dec 3, 2014 10:15:24 AM

In our last post, we talked about how local TV is measured, and how that measurement is improving. But why should advertisers and agencies care?

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Topics: Blog Posts, TV Audience Buying, TV Audience Targeting, TV Buyers, TV Buying

Local TV Measurement: A Primer

Posted by Rebecca Rozakis on Nov 19, 2014 9:00:07 AM

Since 1950, Nielsen has been measuring TV audiences. Today, even people outside the TV world are at least vaguely familiar with the concept of ratings, and TV buyers and planners live and breathe Nielsen data. But while the national ratings may be well understood, TV measurement is changing fast. And the national numbers can’t tell the whole story. To take full advantage of the TV inventory available today, it’s worth brushing up on local measurements and how they’re changing.

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Topics: Blog Posts, TV advertising, TV Audience Buying, TV Audience Targeting, TV Buyers, TV Buying

TV Audience Buying: Getting the Content You Didn't Know You Needed

Posted by Melanie on May 7, 2014 12:43:58 PM

Nielsen, a data partner of AudienceXpress, posted yesterday morning about the result of a piece of their latest television research:

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Topics: Blog Posts, Industry Buzz, Programmatic TV, TV Audience Buying

TV Data for Improved Audience Buying: Nielsen Launches Local Buyer Reach

Posted by Melanie on Feb 10, 2014 1:25:49 PM

Nielsen today announced the launch of Local Buyer Reach, a new data-set for local TV, that will connect TV viewership data with both online and offline consumer transactions. This will allow TV stations to better understand the characteristics of their audience, and demonstrate that to advertisers.

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Topics: Big Data, Data Driven TV, Industry Buzz, Nielsen, Programmatic TV Buying, TV Audience Buying

Walt Horstman Discusses Programmatic TV Buying at the TVOT Show

Posted by Melanie on Jan 28, 2014 11:30:45 AM

AudienceXpress General Manager, Walt Horstman, appeared on a panel at December's TV of Tomorrow (TVOT) show: "TV Advertising 2.0 is Here: Is the Industry Ready?" Walt discussed programmatic TV buying, Big Data, and TV audience buying on a panel with IPG/Magna's Matt Bayer, Adap.TV's Christophe Gillet, CIMM's Jane Clarke, Canoe's Chris Pizzurro, and Disney/ABC's Rick Mandler.

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Topics: Automated TV Buying, Big Data, Blog Posts, Industry Buzz, Programmatic TV Buying, TV Audience Buying, TV Audience Targeting, TVOT Show, Walt Horstman

The Super Bowl Goes Programmatic

Posted by Melanie on Jan 28, 2014 9:30:15 AM

This Sunday is Super Bowl Sunday in New York, and Kirk McDonald’s article in AdWeek last week projected into Super Bowl Sunday 2020, when the author’s beloved New York Jets will once again reclaim the Super Bowl glory that was theirs in 1968, and all Super Bowl ads will be programmatic.

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Topics: Blog Posts, Industry Buzz, Programmatic Ad Buying, Programmatic TV Buying, Super Bowl Sunday, TV Audience Buying, TV Audience Targeting

In a Programmatic World, Real-Time isn't Fast Enough

Posted by Melanie on Jan 9, 2014 9:00:56 AM

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Topics: Automated TV Buying, Blog Posts, First Party Data, Programmatic TV Buying, Real-Time Marketing, Third Party Data, TV Audience Buying

2013's Biggest News in Programmatic

Posted by Melanie on Dec 30, 2013 10:00:05 AM

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Topics: Blog Posts, Data Driven TV, Industry Buzz, Programmatic Media Buying, Programmatic TV Buying, TV Audience Buying

The Weather Channel Embraces Programmatic TV Buying

Posted by Melanie on Dec 2, 2013 12:55:24 PM

CableFAX interviewed the Weather Channel's VP of Programmatic, Jeremy Hlavacek, about the channel's new foray into programmatic TV buying. AudienceXpress also gets a mention, as one of the companies on the forefront of programmatic TV buying. When asked about the growth of programmatic, and how it relates to the Weather Channel's strategy, Hlavacek said:

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Topics: AudienceXpress, Industry Buzz, Programmatic TV Buying, TV Audience Buying, TV Audience Targeting

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