Turner Asserts Its Reach Beyond TV Screen, Advertising Innovation: “We’re In This Together” — Upfronts

At Turner’s annual upfront at the Theatre at Madison Square Garden, company head Kevin Reilly and ad-sales chief Donna Speciale emphasized the Turner networks’ reach beyond the TV screen and its efforts to reinvent the traditional TV advert…

At Turner’s annual upfront at the Theatre at Madison Square Garden, company head Kevin Reilly and ad-sales chief Donna Speciale emphasized the Turner networks’ reach beyond the TV screen and its efforts to reinvent the traditional TV advertising model. “The industry spends a lot of time talking about the future,” Speciale said. “But talk is not action and we're not changing fast enough.” While Reilly described the company as being “trapped by C-3 ratings,” Speciale…

Cartoon Network Rolls Out Largest-Ever Slate, Deepens Creative Bench

Cartoon Network announced its largest slate of content ever from a group it called “a new wave of creators telling stories that are relevant and reflective of today’s kids.”
The Turner kids network said new series rolled out in the upfront season include Owen Dennis’ adventure series Infinity Train and Diego Molano’s Latin American supernatural comedy Victor and Valentino.
Those new shows will be join Apple & Onion from George Gendi, which just premiered; Craig of The Cree…

Cartoon Network announced its largest slate of content ever from a group it called “a new wave of creators telling stories that are relevant and reflective of today's kids.” The Turner kids network said new series rolled out in the upfront season include Owen Dennis' adventure series Infinity Train and Diego Molano's Latin American supernatural comedy Victor and Valentino. Those new shows will be join Apple & Onion from George Gendi, which just premiered; Craig of The Cree…

Turner Says Ad-Targeting Initiatives Address Need For “Reinvention”

Turner execs used their upfront presentation today to talk up their access to data that can enable advertisers to target spots across its channels and on more precise criteria than traditional age and sex demos.
“Our industry was in need for a reinvention,” Turner Ad Sales President Donna Speciale says. “We’re transforming the experience well beyond television — from mobile and social to over the top and VOD. We create content that is tailor made for every environment…

Turner execs used their upfront presentation today to talk up their access to data that can enable advertisers to target spots across its channels and on more precise criteria than traditional age and sex demos. "Our industry was in need for a reinvention,” Turner Ad Sales President Donna Speciale says. “We’re transforming the experience well beyond television — from mobile and social to over the top and VOD. We create content that is tailor made for every environment…

Fox, Turner and Viacom Team Up on New Audience Measurement Platform

Fox Networks Group, Turner and Viacom have joined forces on a new audience measurement platform, OpenAP.

OpenAP is the television industry’s first open platform for cross-publisher audience targeting and independent measurement, the unlikely alliance stated on Wednesday. Additional information about OpenAP will be provided at an April event hosted by all three companies.

TV’s big ad sales period — the upfronts — take place mostly in May.

Also Read: Inside ‘SNL’ Ratings Surge: Here’s How – and When – People Are Watching This Season

The new Nielsen alternative (of sorts) announcement came in the midst of a multi-day reporting delay from the TV Ratings giant.

In addition to the temporary frustration networks must be feeling over the recent outage, Nielsen’s highly anticipated Total Audience metric, which is intended to count alternative platforms in addition to the traditional small-screen, has been bashed into submission — or at least, delay.

By the way, Nielsen had something to say about OpenAP:
“We strongly support the consortium’s efforts to create a clearinghouse to audit the audience-based advertising delivery of its members,” a spokesperson told TheWrap. “Nielsen’s gold standard data measures many, if not most, of these audience-based advertising guarantees. We support the consortium’s goals to give advertisers and agencies verified and audited reporting of delivery. This is an important part of what is needed to create openness and transparency in ad buying and selling. We look forward to cooperating and working with the consortium.”

Also Read: Kelly Ripa’s 173 Guest Co-Hosted ‘Live’ Episodes, Ranked by TV Ratings (Photos)

Below is the full note the media-network groups jointly sent to the media today, which was signed by Fox Networks Group’s Joe Marchese, Turner’s Donna Speciale and Viacom’s Sean Moran.

The evolution of television has brought new advances in audience targeting across premium publishers, which is enabling advertisers and agencies to drive more efficiency and more effectiveness with their TV budgets. 

While demand for audience targeting has grown significantly, adoption has been limited by the fact that audience buying is not as transparent, as consistent and as easy as traditional guarantees. It doesn’t need to be that complicated. That changes today.

Also Read: 10 Highest-Rated New Broadcast TV Series of 2016-2017 Season (Photos)

Today, we are proud to introduce OpenAP, television’s first-ever open audience platform. Founded by a consortium of television publishers and operated by a leading independent auditor, OpenAP will deliver cross-publisher targeting and independent measurement for advanced audiences. 

This means consistently defined audience targets can be activated across any OpenAP member publisher. It means truly independent measurement and reporting by design, not just reactive third party verification. It means an open platform that supports industry-standard measurement sources and data, not just proprietary, walled-garden, self-governed reporting. It is consistent matching for an advertiser’s custom first-party audiences in the development of cross-publisher media plans. 

Also Read: 10 Lowest-Rated New Broadcast TV Series of 2016-2017 Season (Photos)

OpenAP will be a single platform that agencies and advertisers can integrate with their own planning systems to activate advanced audience targeting and independent measurement within premium content. That premium content reaches 93% of all television audiences today, and we hope it will expand if additional publishers join OpenAP in the future. This consortium is a necessity to move our industry forward.

On Friday, April 7, the three of us will gather and share more information about OpenAP with agency, client and media influentials across our industry. We have never been more excited about the future of television and look forward to sharing more with all of you.

Related stories from TheWrap:

Nielsen Reveals 10 Biggest Fall TV Shows on Twitter and Facebook

Nielsen to Delay Total Audience Report Rollout

Nielsen’s Blind Spot and the Fight for the Future of TV Ratings

How Nielsen Has Built a TV Ratings Monopoly Nearly as Old as TV

Nielsen, ComScore Spar at Awkward TV Ratings Summit Panel

Fox Networks Group, Turner and Viacom have joined forces on a new audience measurement platform, OpenAP.

OpenAP is the television industry’s first open platform for cross-publisher audience targeting and independent measurement, the unlikely alliance stated on Wednesday. Additional information about OpenAP will be provided at an April event hosted by all three companies.

TV’s big ad sales period — the upfronts — take place mostly in May.

The new Nielsen alternative (of sorts) announcement came in the midst of a multi-day reporting delay from the TV Ratings giant.

In addition to the temporary frustration networks must be feeling over the recent outage, Nielsen’s highly anticipated Total Audience metric, which is intended to count alternative platforms in addition to the traditional small-screen, has been bashed into submission — or at least, delay.

By the way, Nielsen had something to say about OpenAP:
“We strongly support the consortium’s efforts to create a clearinghouse to audit the audience-based advertising delivery of its members,” a spokesperson told TheWrap. “Nielsen’s gold standard data measures many, if not most, of these audience-based advertising guarantees. We support the consortium’s goals to give advertisers and agencies verified and audited reporting of delivery. This is an important part of what is needed to create openness and transparency in ad buying and selling. We look forward to cooperating and working with the consortium.”

Below is the full note the media-network groups jointly sent to the media today, which was signed by Fox Networks Group’s Joe Marchese, Turner’s Donna Speciale and Viacom’s Sean Moran.

The evolution of television has brought new advances in audience targeting across premium publishers, which is enabling advertisers and agencies to drive more efficiency and more effectiveness with their TV budgets. 

While demand for audience targeting has grown significantly, adoption has been limited by the fact that audience buying is not as transparent, as consistent and as easy as traditional guarantees. It doesn’t need to be that complicated. That changes today.

Today, we are proud to introduce OpenAP, television’s first-ever open audience platform. Founded by a consortium of television publishers and operated by a leading independent auditor, OpenAP will deliver cross-publisher targeting and independent measurement for advanced audiences. 

This means consistently defined audience targets can be activated across any OpenAP member publisher. It means truly independent measurement and reporting by design, not just reactive third party verification. It means an open platform that supports industry-standard measurement sources and data, not just proprietary, walled-garden, self-governed reporting. It is consistent matching for an advertiser’s custom first-party audiences in the development of cross-publisher media plans. 

OpenAP will be a single platform that agencies and advertisers can integrate with their own planning systems to activate advanced audience targeting and independent measurement within premium content. That premium content reaches 93% of all television audiences today, and we hope it will expand if additional publishers join OpenAP in the future. This consortium is a necessity to move our industry forward.

On Friday, April 7, the three of us will gather and share more information about OpenAP with agency, client and media influentials across our industry. We have never been more excited about the future of television and look forward to sharing more with all of you.

Related stories from TheWrap:

Nielsen Reveals 10 Biggest Fall TV Shows on Twitter and Facebook

Nielsen to Delay Total Audience Report Rollout

Nielsen's Blind Spot and the Fight for the Future of TV Ratings

How Nielsen Has Built a TV Ratings Monopoly Nearly as Old as TV

Nielsen, ComScore Spar at Awkward TV Ratings Summit Panel