Reality check: Streaming won't be easy for Trump TV

An AT&T-Time Warner merger won’t open floodgates for targeted TV ads, With the closure of Vine, Snapchat may see an influx of creators, Pepsi CMO: Marketing today involves 'a veritable jungle' of tech, [get_the_title] Next to the actual election, the most intriguing thing about Trump is what he plans to do if he loses. Speculation is rampant that he plans to launch a streaming video network. But [he'll be facing some major hurdles]. One thing the AT&T and Time Warner merger won't usher in: A wave of targeted TV advertising. Here's a [With Twitter's announcement last week that it's shutting down the six second looping video platform, Viners who have amassed audience have to think where they can take the audience. For many of them,][Snapchat is the answer]. Marketing today involves "a veritable jungle" of tech, according to Pepsi CMO Seth Kaufman. He explains how the drinks brand [Ad blocking is still seen as a threat to publishers, but ad blocking rates][Contoured cheeks and impeccably groomed eyebrows dominate makeup tutorials. But for those who don't have the time or energy, a new breed of minimal makeups brands is offering an increasingly popular alternative,][reports our sister publication, Glossy].   [TLDR Title]   [Reality check: Streaming won't be easy for Trump TV] Sahil Patel A Trump OTT network would have costs that the Republican candidate needs to think about. Tech expenditures alone would cost more than $12.2 million annually. And that's not even including other overhead and content-related costs. In fact, if Trump were to spend a tenth of what Fox News spends annually ($828 billion), he'd still need to get 692,000 subscribers to pay $10 per month just to break even. [An AT&T-Time Warner merger won't open floodgates for targeted TV ads] Ross Benes Last week, AT&T and Time Warner executives told investors that a mega-merger could benefit marketers because combining the companies' viewer data will boost targeting adverting on TV. While that's hypothetically possible, there are many obstacles aside from data access that prevent individualized television ads from becoming popular. According to multiple sources, TV's clunky technology, the cost of adding data and intermediaries and the leverage that sellers have over buyers, make it unlikely that a merger would significantly affect targeting on TV. "You hear big ambitions with every big deal that happens," said an ad tech exec. "They're painting a real ambitious future, partly because they need to win over all their constituents." Advertisement   [The new programmatic arsenal: How Turner, The Economist are beefing up their approach] Sponsored Content Ooyala Premium publishers and broadcasters are acknowledging programmatic as a key component of their digital ad strategies. In order to take control back from the demand side in today's programmatic landscape, they're stockpiling some tools in their programmatic arsenals--tools like automated guaranteed and maybe even ad reinsertion. Ad sales professionals at The Economist and Turner weigh in on good programmatic practices and how it can help to experiment. - Sponsored by Ooyala [With the closure of Vine, Snapchat may see an influx of creators] Yuyu Chen More than half of top Vine stars left the platform earlier this year for other outlets, notably Facebook and Snapchat. But the shutdown of Vine further pushes small to mid-tier Viners toward other networks too, now. "Not so much Instagram. There isn’t that sense of rawness and authenticity which Vine has on Instagram," said Tim Armoo, co-founder of video influencer platform Fanbytes. [Pepsi CMO: Marketing today involves 'a veritable jungle' of tech] Tanya Dua As consumer demand evolves faster than ever before, how consumers engage with brands is also constantly changing. Remaining ahead of the curve in such a landscape requires parallel innovation and transformation in products, marketing as well as talent. Leading that charge at PepsiCo North America Beverages is CMO Seth Kaufman, who leads the brand's vast beverage portfolio of carbonated soft drinks, waters, teas and energy drinks in the U.S."I have a simple and straightforward agenda for our department, which is accelerating our transformation journey across three dimensions — portfolio, marketing and talent transformation," Kaufman told Digiday. [Get the state of the industry report on building mobile audiences] Sponsored Content Factual Mobile spend is on rise and usage of audience data is following it. In order for industry professionals to take full advantage of the shift, they're going to have to get even better at speaking the language of data. We surveyed about 150 brand and agency professionals to see how they’re buying segments, layering data and making the most out of mobile. Get the state of the industry report now. Sponsored by Factual. [European publishers see ad-blocking rates stabilizing] Brian Morrissey All hope is not lost in the war on ad blocking. Publishers in Europe report making cautious headway, with a variety of measures taken by publishers, combined with still-low mobile ad blocking rates, slowing the overall growth in ad blocking users. The open question is whether ad blocking will catch on in mobile, which would be very bad news for publishers. [With programmatic partners, two's company, but when is it a crowd?] Sponsored Content PulsePoint We've all been there. We thought we knew what we wanted at the time, and we found a partner that could provide. Maybe you found the perfect match for outstream video, or a platform that was really into native. You felt great. But time changes all things, including your programmatic proclivities. This cheeky column will show you what to look for in real programmatic partners. Sponsor content by PulsePoint. Advertisement     [Careers Title]   October 27, 2016 [Programmatic Publisher Tech/Ops Manager] TrustX New York, NY   October 26, 2016 [Strategist With Ambition] Bullish Inc. 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