The Most Important Panel of my Life

I won a Technology Emmy for introducing settop box data and addressable commercials but I considered that I had failed at the larger objective My dream had been to unite the MVPDs and TV networks to create in 1997 a platform very much like Google and Meta have today for their own very different sort of ad inventory Making it not only easier to buy TV but also using addressable to fill in homes that had received insufficient frequency and to switch a campaign from linear to addressable as soon as some substantial number of targets was beginning to get excessive frequency The addressable ads would hit not only the latter amp8220insufficientsamp8221 but also those targets completely unreached so farAlso not only optimizing for the buyside brand growth but also for the sellside revenue yield at the same time The idea was that if the buy side got a 50 increase in ROAS they could afford to pay a 15 premium and still have a 35 ROAS increase The buy side would benefit because the whole world benefits when TV programmers can create terrific new programmingAlso speeding up data delivery to overnightThese were my unfulfilled aspirationsI had invented frequency capping and that is being used today but not at a holistic campaign level so it has very little effect on stopping excess frequency a bugaboo that WFAANA has been working on since 2019 with 90 million already invested in measuring the phenomenon But measuring it does not solve itUltiMedia is a new platform that does all of those things It is already in place open for business in 30 million US homes amp8211 the Spectrum footprint And other inventory owners are leaning in and in some cases already cooperating with UltiMedia because they are on the same track to making TV easier to buy High on this list are the TVBamp160and Audyns TVB is seeking to aggregate local broadcaster inventory and Audyns is seeking to roll up longtail national network cable inventory TVB and Audyns are building their own platforms UltiMediaamp8217s platform is tvbeat which Spectrum is using as are 40 other TV broadcasters and MVPDs in nine countries and we have added additional optimization layers on top of tvbeatamp8217s optimizers from RMT Bill Harvey Consulting and datafuelX and the ability to bring in more addressable inventory through InvidiThe zeitgeist has brought its muselike effect to even more players in our industry and Iamp8217ve tried to list them all in this previous postThis is an idea whose time has come UltiMedia TVB and Audyns are coming at it from slightly different directions although aligned on all of them Both TVB and Audyns are aimed at making TV easier to buy above all else UltiMedia is seeking to do that and also to solve the WFAANA problem of excess frequency and is also trying to get the most accurate data to be used on a daily basis as regards measuring the impact of each media type on brand growth which is the number one aim of all marketers and 70 of all CEOs interviewed by McKinsey recently When the most accurate data are used television is shown to more than pay back its higher CPMs even for addressable TV with its 40 CPMs amp8211 I should say especially addressable TVThe overrotation to digital first ahead of TV has been spurred by numerous factors including one stop shop ease of buying fast data feedback low CPMs herd mentality but also by the ability of walled gardens who give themselves their own report cards to make it seem as if all those sales are being caused by digital when most of those buyers also saw the brandamp8217s ads on television andor would have made the same purchase without the ads UltiMediaamp8217s plan is to bring in the ARF and make sure that only the most impeccable methodologies are being used to measure outcomes A truly level playing field with all the transparency that television has always had and clean room technology to eliminate all privacy and confidentiality concernsMost important to the Ultimedia plan AI winwin optimization using proven advanced audiences and proven RMT resonance proven fastgrowth markets proven predictability of shopping trips and addressable ability to reach people right before those trips plus the fabulous methods developed by each of the leading agencies and advertisers Only AI can tie all that together in realtime and all of this has been built The winwin of it was built by my company Next Century Mediaamp16020 years ago Not all of this AI optimization is ready for a flight that has to start next week but the three most powerful parts are ready for next week those are RMTai advanced audiences and addressables for targeted reachfrequency optimizationReady to go right now in 30 million US homes With all of you ready buyers out there you better move fast because the inventory will soon become scarce We expect to get a lot more inventory for you soon Please join us and make this an allindustry effort There is a win in there for all of us even for digital This is 22nd Century MediaRMT and Source Digital Announce PartnershipRMT which has previously announced partnerships with other AIs including Wharton NeuroscienceAI Semasio and Viomba has just concluded a partnership development arrangement with Source Digital an AI company that adds psychological metadata to content and ads at the secondbysecond level This provides Source Digital with more training data by RMTamp8217s proven salesratings lifting technology for advertising including tunein and enables RMT to scale by moving to 100 AI functionality We can now measure the motivations in thousands of ads per day and optimize the exact moment to insert exactly the right overlay ads in smart TV content allowing that and do much moreImage Pier 57 NYC Source hudsonriverparkorgPosted at MediaVillage through the Thought Leadership selfpublishing platformClick 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 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