Q&A Interview with Sherrill Mane - IAB

Though once a senior level researcher, Sherrill Mane expanded her range of media experience to include Sales Marketing Strategy prior to her current position. In her role as SVP Industry Service for the Interactive Advertising Bureau (IAB), Sherrill is responsible for IAB industry relationships and member activities around standards, best practices and growth. In this interview, she talks about IAB's standards of measurement, the future of television, the internet landscape, cross-platform and the IAB's ground breaking study with The Harvard Business School.

There are five insightful videos in that cover the following topics:

Subject Length (in minutes)
Background (8:10)
Internet Standards (5:57)
Internet Landscape (5:56)
Future of TV (3:43)
Cross Platform, Harvard Study (8:12)



Charlene Weisler interviews Sherrill Mane, SVP at the IAB who talks about her extensive media background in this 8:10 minute video:




Sherrill Mane, SVP at the IAB discusses Internet Standards of Measurement. The video is 5:57 minutes long:




Charlene Weisler interviews Sherrill Mane who discusses the Internet Landscape, working with the agencies and share of business in this 5:56 minute long video. Here is also a link to a description of the work of the Committees and Councils of the IAB.




Charlene Weisler interviews Sherrill Mane who talks about the Future of TV as it blends into the internet. The video is 3:43 minutes long:




Charlene Weisler interviews Sherrill Mane of the IAB who discusses Cross Platform and her work with Bain on the subject, a special IAB Harvard Study (known as the Economic Value of the Advertising-Supported Ecosystem Study ) and also offers some predictions for the next five years. The video is 8:12 minutes long:




Here are the links to other documents from the IAB:

Terms & Conditions Announcement

An Interactive Television Advertising Overview

Q&A Interview with Mark Lieberman - CEO TRA

Mark Lieberman, Chairman and CEO of TRA, is acutely aware of how the market valuates media and how the advances in technology can help advertisers get more information about their media effectiveness. In this fascinating interview, Mark discusses TRA and how it provides greater insight into viewer behavior, how the TV currency is changing, the targeting of swing purchasers, the use of set top box data in measurement and, looking ahead, some predictions for the next five years.

There are four insightful videos in that cover the following topics:

Subject Length (in minutes)
Background and TRA (6:38)
TV Currency (6:02)
Projects & Predictions (6:53)
Agencies and Swing Purchasers (4:55)




Charlene Weisler interviews Mark Lieberman, CEO of TRA who discusses his varied and extensive background including a stint in the George Bush administation. The video is 6:38 minutes long:





Mark Lieberman, CEO of TRA talks about the current TV Currency and how it can improve with the use of set top box data. This video is 6:02 minutes long:




Mark Lieberman talks about his industry predictions for the next five years as well as some of his current projects. This video is 6:53 minutes long:




Charlene Weisler Interviews Mark Lieberman who talks about agencies and TRA's measurement of swing purchasers in this 4:55 minute long concluding video:

Q&A Interview with Bruce Goerlich - CRO Rentrak

Bruce Goerlich, Chief Research Officer for Rentrak, brings his extensive agency research experience to the supplier side to help further strengthen the role of set top box data in media measurement. In this fascinating interview, Bruce discusses Rentrak and its many data sources, the role of set top box data as a metric, how agencies can post on STB data, dramatic changes in the industry in the past five years and, looking ahead, some predictions for the next five years.

There are four insightful videos in that cover the following topics:

Subject Length (in minutes)
Background (6:12)
Rentrak (5:59)
STB Analytics (6:07)
Past & Future (3:34)



Charlene Weisler interviews Rentrak CRO Bruce Goerlich who talks about his background and how agencies can use set top box data as a currency. This video is 6:12 minutes long:




Rentrak CRO Bruce Goerlich who talks about Rentrak and its new initiatives. This video is 5:59 minutes long:




Charlene Weisler interviews Rentrak CRO Bruce Goerlich who talks about Set Top Box data analytics such as latency and set on / set off. This video is 6:07 minutes long:





In this concluding video, Rentrak's Bruce Goerlich discusses the past and future of research, measurement and media in general in this 3:34 minute video:

Q&A Interview with Jack Wakshlag, CRO, Turner Broadcasting

Jack Wakshlag, Chief Research Officer for Turner Broadcasting, is a legend in the media industry. Over the years, Jack has helped form industry standards and has demonstrated the value of research for the media marketplace. In this provocative and insightful interview, Jack talks about such cutting edge research topics as Cross Platform Measurement, the future of C3, his current initiative “TV in Context”, the value of CTAM, how to insure good quality research, how to groom the next generation and, looking ahead, some predictions for the next five years.

There are seven videos in this fascinating interview that cover the following topics:

Subject Length (in minutes)
Background (4:18)
Cross Platform Measurement (6:46)
C3 (3:47)
Research Quality (4:59)
CTAM (1:37)
Current Projects (4:18)
Development (3:12)



Charlene Weisler interviews Turner Broadcasting Chief Research Officer Jack Wakshlag about his background - how he got to where he is today. Jack talks about how he met Richard Zackon whose has been interviewed on this blog too. This video is 4:18 minutes long:





Charlene Weisler interviews Turner Broadcasting Chief Research Officer Jack Wakshlag about Cross Platform, specifically its measurement. This video is 6:46 minutes long:





Charlene Weisler interviews Jack Wakshlag who discusses Nielsen's C3 metric which is the current industry standard for purchasing and posting advertisements on television. This video is 3:47 minutes long:





Charlene Weisler interviews Jack Wakshlag who gives his predictions for the next five years. Jack also discusses the concept of research quality - how to tell good from bad. This video is 4:59 minutes long





Jack Wakshlag talks to Charlene Weisler about CTAM and its importance in the industry. This video is 1:37 minutes long:





Charlene Weisler interviews Turner Broadcasting Chief Research Officer Jack Wakshlag about his department's current projects. One of which is called TV in Context which places advertising in appropriate places around the programming content to increase viewer engagement on a biological level. This video is 4:18 minutes:





In this final video that is 3:12 minutes long, Jack talks about how to develop the next generation of researchers and his philosophy on how to create a healthy and productive quality research department: