Tag Archives: Dan Aversano

Unlocking the Television Futures Market

Dan Aversano
During the Marketing Analytics & Data Science Conference, Dan Aversano, SVP, Ad Innovation & Programmatic Solutions, Turner Ignite, presented “Unlocking the Television Futures Market.” 

Attendees learned how Turner is cracking the TV futures market by using predictive analytics to advance audience targeting and optimization for their clients.

Dan began the discussion with the six things that make advertising work:
1. Who: audience targeting
2. What: creative messaging
3. Where (context): content
4. When: recency
5. How often: frequency
6. Where (platform): screen

He then described the process of how to buy audiences in linear TV. 

It begins with behavioral/attitudinal viewership data from panels, set top boxes, aggregators and SmartTV. 

Next, is analytics. Competitive Audience Estimation (CAE) measures what affects program audiences, which include:

- Time attributes (year, seasonality, day of the week, time of the day, and holidays and special events)
- Program attributes (genre, format, duration, and lead in)
- Programs offered by competitor networks
Competitive Reach Estimation (CRE) is a data-driven approach to forecast unduplicated audience across a media schedule. It compliments CAE and naturally extends learning from the targeted audience. CRE handles the complexity of estimating where audience duplication will occur in a schedule.

Finally, you need to consider the business model. The marketplace rules monetization!

Watch for additional #MADSCONF follow-up stories!


Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

See TV’s Future through Predictive Analytics

Photo by Donald Tong
“[Television is] an invention that permits you to be entertained in your living room by people you wouldn’t have in your home.” - David Frost, English journalist, comedian, writer, media personality and television host

In my posts “TV’s Transformation – Revolution or Reinvention?” and “How the Social TV Landscape is Evolving,” I share media experts’ insights on TV’s evolution and how media companies in the Digital Age must learn to adapt or die.


In “The Reinvention of Media,” Geoff Yang states that “the best of them (media companies) will create content like Hollywood, think and package like Madison Avenue, and distribute and promote like Silicon Valley.” 

Learn how Turner Broadcasting is cracking the TV Futures market by using predictive analytics to advance audience targeting and optimization to drive greater outcomes for Turner’s clients across the company portfolio-wide.

Join Dan Aversano, SVP, Ad Innovation and Programmatic Solutions, and Wes Chaar, VP, Analytics, Data and Decision Sciences for Turner Ad Sales, as they present “Unlocking the TV Futures Market’” at the Marketing Analytics & Data Science Conference(MADS) on June 8-10 in San Francisco, California.

Register today for MADS to learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.

Session descriptions are from the Marketing Analytics & Data Science Conference brochure.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com