The Business Of Data With Jon Lafayette: Helping CTV Swing For The Fences
Everyone seems to know something is wrong with CTV. While streaming viewership climbs, ad dollars are slower to shift. In this edition, we see several companies looking to make CTV more advertiser friendly. And as baseball's hot stove season heats up, we look at how the Texas Rangers used data from Nielsen to improve their new TV network.
Gracenote Tunes Up Its Contextual Ad Targeting Game with Content Connect
'We’re taking a big step towards giving advertisers transparency, control and maximum scale across all CTV platforms,' said Gracenote’s Kanishk Prasad
Contextual advertising has been hailed as a way to target consumers without getting overly personal.
You put the right ad in the right part of a show, and voila, it gets noticed. If someone's selling flour, you put the ad in a scene where someone’s baking. And so on.
Gracenote, Nielsen’s programming data unit, has a lot of metadata about shows and what’s in them. That data has been used by studios to let distributors know what's in their libraries. It has also been used to help viewers search for the type of show they want to watch. [READ MORE]
Texas Rangers Get Winning Numbers from Scorekeeper Nielsen
Baseball is famous for its data. Fans can recite how many home runs Hank Aaron hit, how many wins Cy Young registered, the number of bases Rickey Henderson stole and how many championships the Yankees have won.
Some baseball stats, like batting average, and earned run average, have been calculated by children for decades. More recently a new generation of advanced metrics have been created so we can understand the game better. Now we can learn what contributes to winning and losing by studying wins over replacement (WAR), fielding independent pitching (FIP), weighted runs created plus (wRC+) and defensive runs saved (DRS).
Last year, as the regional sports network business cratered, the Texas Rangers were one of the teams that decided to set up their own local television business. Not surprisingly, getting up to date measurement was high on the list of things thought about when the Rangers Sports Network was being launched. [READ MORE]
Vizio Adds FanDuel Sports Network to Streaming App Lineup
Many people who stream their television think it’s hard to find the games they want to watch. Now there's good news for people who live in markets where their teams play on FanDuel Sports Network.
Smart TV maker Vizio has made a deal to make the FanDuel Sports Network app available on Vizio sets and on smart TVs using the Vizio operating system.
This means subscribers with Vizio sets can directly access live and on-demand local sports programming from FanDuel Sports Network. Customers can download the app through the Vizio home screen. [READ MORE]
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