The Business Of Data With Jon Lafayette: iSpot's New Exec
As we follow how data helps us keep track of what people are doing, we also want to keep an eye on the people in the data business. So we check in on iSpot welcoming a new president and chief revenue officer. We also look at the CTV space and how better data can help FAST channels create more revenue growth. Thanks for reading.
Julie Van Ullen Named President and CRO as iSpot Bolsters Executive Team
'She has a clear vision for how iSpot’s measurement and data assets will power performance and efficiency in the next generation of advertising,' said iSpot CEO Sean Muller.
Cross-platform TV measurement company iSpot said it named Julie Van Ullen as president and chief revenue officer, new positions at the company.
Van Ullen most recently had been chief revenue officer at Rakuten Rewards, which saw 125% revenue growth under her leadership.
The move expands the executive leadership for Bellevue, Washington-based iSpot, which provides measurement for leading marketers and media companies. [READ MORE]
Measuring FAST: Nielsen Puts Share Of Viewing at 6.8%
Viewing via streaming is growing, but measuring that viewing remains a challenge. This is especially true in the world of free ad-supported streaming television.
A lot of data is closely held by streaming platforms, which means the people who program channels feel they are trying to monetize them with one hand tied behind their backs. Advertisers also must deal with sketchy data and continually complain about the state of cross-channel reach and frequency measurement.
U.S. ad spending on FAST was projected to reach $5.7 billion, according to Statista, and is expected to grow at an annual compounded rate of 2.73% to $6.61 billion by 2030. Industry executives believe growth could be faster with improved measurement.
So it was very interesting when Brian Fuhrer, senior VP, product strategy & thought leadership at Nielsen, spoke last month at a FAST conference run by Amagi, which provides the backroom technology for many of the free ad-supported streaming television channels. [READ MORE]
Big Demand For New Stephen King Show On HBO
TV shows and movies based on stories by Stephen King have been frighteningly successful. And the new HBO series It: Welcome to Derry is on track to follow in the footsteps of hits like The Shawshank Redemption, Stand by Me and The Shining.
Welcome to Derry is a prequel to the films It and It: Chapter 2 and tells early stories about Pennywise, the clown who feeds on children’s fear every 27 years.
According to Parrot Analytics, the pre-release U.S. audience demand for Welcome to Derry is higher than any other recent TV show adapted from a King work. [READ MORE]
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