From Facebook To Television With DTC Retailer Touch Of Modern

Having started with Facebook as its primary advertising platform, online retailer Touch of Modern tried television a couple of years ago. “And it quickly became actually the majority of our marketing spend,” says Co-Founder & CEO Jerry Hum. Touch of Modern, whose app and website cater to millennial males, started business in 2012 as the […]

TV Serves Brand & Performance: Marketing Architects’ Hengel

In 2019, all the marketing talk is of combining data and connectivity with TV and the potential mass audience, creating a targeted rich advertising opportunity. But Minneapolis-based Marketing Architects has working on the next generation of TV ad for more than two decades now. The independent agency was founded by Chuck Hengel in 1997 to create […]

Horizon Next’s Turner On Connecting, Balancing TV Environments

It’s not just so-called direct-to-consumer brands that are trying to bring “daily rigor and accountability to video.” Effectively connecting different television environments is a common goal across the spectrum of advertisers, says EVP and Chief of the Horizon Next direct-marketing agency Gene Turner. “For most of the DTC brands and even the performance brands that […]

Comcast, Charter & Cox Want TV Industry To Unite For Addressable Ads

CANNES—Comcast, Charter Communications and Cox Communications have launched an industry initiative called On Addressability with the goal of uniting television distributors behind addressable advertising. “It’s a call to action,” says Comcast Cable’s President of Advertising, Marcien Jenckes. “It’s really about initiating a process this year that’s going to scale addressability across television,” Jenckes adds in […]

NCC Media Creating National Addressable ‘Hub’ For TV Networks: Spectrum’s Kline

NCC Media is “working fast and furious” on becoming the hub for television networks to make their national advertising time addressable, says David Kline, who is President of Spectrum Reach and EVP of Charter Communications. “We are aggregating all our addressability, not just for the two minutes an hour we sell to our local national […]

Xandr: A 12-Month ‘Whirldwind’ Recap From CMO McDonald

CANNES—A year ago at the Cannes Lions, AT&T provided a sneak peak of its future with a tease banner outside the Carlton Hotel that would presage the launch of Xandr, formerly AT&T Advertising & Analytics. “It’s been quite a whirlwind year since Cannes 2018,” says Xandr Chief Marketing Officer Kirk McDonald. What followed was Xandr’s […]

Procter & Gamble’s New Partnerships: Merging Advertising With Other Creative Worlds

CANNES–Procter & Gamble’s first-ever P&G LifeLab installation at the Cannes Lions International Festival of Creativity is part of the company’s effort to “reimagine creativity to reinvent advertising” through a variety of new creative and technology partnerships. “We’ve been focusing on reinventing brand building for the past couple of years, a lot on media, a lot […]

Touch Of Modern’s Hum On The Importance Of TV Attribution

Touch of Modern Co-Founder & CEO Jerry Hum’s advice for direct-to-consumer brands is quite simple. He recommends having a diversified marketing portfolio and, if a company’s just spending on digital media, “definitely look at TV.” Performance has always been a priority for the retailer geared to millennial men “because we grew up in the digital […]

Creative Testing Unleashes Marketing Architects, Hultgren Says

Not all media agencies are on Madison Avenue. In the case of Marketing Architects, Minneapolis is the perfect place to be powering the next generation of TV ad. The independent agency was founded by Chuck Hengel in 1997 to create TV campaigns for businesses looking to reach major milestones.  In the last couple of years, […]

‘More Than A Bike’: How Video Drives Peloton

Over the last year, one new tech company has moved very fast whilst standing still. Peloton has made waves with its static workout bike that is married with live and on-demand head-mounted video exercise instructions. Not just for its product model, Peloton has also found itself nestled amongst the growing crop of “direct-to-consumer” (D2C) retailers. […]

FreeWheel’s Marcus: How Smart TV’s Complement Cable Box Viewing Data

When you co-mingle television-viewing data from set-top cable boxes with data from smart TV’s, you get closer to tracking fragmented consumption. But what complicates measurement of IP-delivered video content is an understanding of what IP-connected devices are actually associated with people in a given household. That’s a person-level frontier that FreeWheel plans to tackle, according […]

Spark Foundry’s Giacosa Wants AI To Get Emotional

People keep talking about artificial intelligence as though it is some distant future. The reality is that many companies are now using variants of AI to enhance their business processes. Case in point – Publicis agency Spark Foundry is using machine learning on audience data points to enable the creation of dynamically-produced ad creative, customized […]

Local TV Buyers Need Power: Hudson MX’s Stevens

Local TV is one of the biggest advertising opportunities – but the ecosystem needs new efficiencies to ensure advertisers can make the most of the medium. That is according to an ad-tech veteran who spent years bringing programmatic technology to market – and now aims to use digital to unlock new dollars in local TV. […]

Comcast Spotlight Goes Down The Funnel For TV Attribution With TVSquared

A little over a year ago, Comcast Spotlight decided to assemble a measurement team to prove that linear television works beyond just upper-funnel performance metrics. The ad sales division partnered with TVSquared on a mission that is intended to extend to VOD and IP-delivered TV. “We absolutely know that we have to get beyond the […]

NCC Media’s Ivins On Real-Time Campaign Measurement, Attribution Partners

As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control. “I think we’ll get to the day where it’s always on, real-time measurement,” says Bob Ivins, Chief Data Officer of NCC Media. Not that long ago, MMM […]

Extreme Reach Extends AdBridge Platform To Media Sellers

Extreme Reach’s creative management platform AdBridge was originally intended to help creative “move at the same speed as media” for advertisers. Now it’s being extended to simplify distribution for media sellers. “What we’ve discovered and what some of our receiving partners have come to us with is their issues have gotten more complicated. They have […]

Local TV Advertisers Find Results In Measurement: TVSquared’s Kinsella

Some may think local advertisers and TV networks are under-powered when it comes to ad-tech capabilities – but that isn’t necessarily so, according to a growing number of vendors serving a local market that is increasingly keen on data-driven solutions. One of them is TVSquared, a company helping brands learn how TV advertising is driving traffic […]

OTT Won’t Stop US TV Ad Shrinkage: GroupM’s Wieser

Five months after the “most-quoted man in advertising” moved from Pivotal Research to go in-house at GroupM, Brian Wieser has some mixed news for his new employer. Wieser, who was a media and marketing soothsayer at the research firm and is now business intelligence global president for the agency, says TV ad spend will decline […]

Tracking Incremental Reach Expands With ACR Data: FreeWheel’s Wallach

FreeWheel’s already formidable footprint in tracking video viewing across screens got a boost when it began to factor in smart-TV data from Inscape. And with TVSquared as a partner, campaign attribution and optimization can happen much sooner than has traditionally been the case. “From a measurement perspective and understanding viewership and consumption, we are partnering […]