Bianlifeng (便利蜂)

What Would A Verizon-Charter Merger Mean For Addressable TV?

Verizon is reportedly considering a merger with Charter Communications, per The Wall Street Journal, as telecom-media consolidation accelerates following AT&T's Time Warner bid. The potential deal would combine Verizon's wireless and telecom reach with Charter's scale in cable TV and broadband, creating a cross-platform footprint with expansive data opportunities for advertising. Charter is the second-largest US cable provider by subscribers, serving about 25 million business and residential customers in 41 states. Charter's Time Warner Cable merger last year added about 11 million cable households, bringing total video subscribership to roughly 17 million. The move would give Verizon access to Charter's addressable TV ad division, Spectrum Reach, which houses the former Time Warner Cable Media and Kernel, its creative TV agency. Verizon previously acquired AOL and was pursuing Yahoo, underscoring a strategy to build audiences and scale in ad tech and content.

The Marketer’s Authentic Ad; VivaKi Looks To 2012 Digital Acceleration; +1 Goes Direct For Display

AdExchanger’s December 6, 2011 news roundup highlights shifting digital ad strategies and leadership changes across major networks. Ad Age notes marketers are seeking more authentic, real-looking creative amid concerns about fake hype. Publicis VivaKi reshuffles digital leadership after Digitas’ Laura Lang departs, with Razorfish CEO Bob Lord asked to convene a Digital Transformation Team and deliver recommendations in Q1 2012; Digitas’ global CEO role will remain unfilled until strategy is finalized, while digital is reported to account for about 30% of Publicis’ revenue. AppNexus outlines its Apps marketplace strategy, signaling buy-side apps first and sell-side apps to follow, with publishers leveraging closer integration with a limited set of vendors. Google expands the +1 button into direct-sold display via DoubleClick for Publishers, aiming to extend reach and generate more data signals. Additional notes cover leadership calls at WPP, mobile ad spending forecasts, and shifts in kids’ TV viewership and related media consumption.

Centro Looks To Automate The Buying Of Premium Inventory With Transis Says Pres Riegsecker

Shawn Riegsecker, founder and president of Centro, discusses how the company has evolved since 2001 and why Transis represents a new phase: an automated software platform designed to replace labor-intensive, low-value tasks in digital media planning, buying, tracking, and reconciliation. Centro argues that traditional processes are fragmented and costly, with servicing costs on digital campaigns averaging 25-30% of media spend, and that agencies spend roughly 80% of their time on transactional work. Transis is positioned as a software-based solution offering three partnering models: a Transis-only arrangement, Shared Services (where Centro handles ad operations and month-end billing), and Centro Media Services. Notably, Transis currently does not buy directly from major ad exchanges. Centro aims to build critical mass through direct agency relationships, maintaining a focus on local online media and collaboration between buyers and sellers to drive bigger, more strategic campaigns.