Combined With Linear, Fox’s Addressable Trial With Comcast And Hulu Is A ‘Cross-Platform Solution’: Noah Levine

Fox Networks Group has a new addressable advertising trial offering for targeting households that watch video-on-demand content using Comcast Cable’s set-top boxes, as well as in streaming content on Hulu. And while the 10 million households involved represent a small portion of overall cable TV addressability, combining that incremental reach with Fox’s linear properties tells […]

 
 

MEC’s Tej Desai: Raising The Perception Levels Of Marriott’s 30-Plus Brands

ORLANDO – Marriott hotels knows a lot about what people talk about on social media and it’s become “a content machine” fueled by data and technology. “In our work for Marriott, we talk about customer centricity all the time,” says Tej Desai, Managing Partner at agency MEC. A year ago, Marriott itself comprised 19 different […]

 
 

‘Measurement Is Everything’: MediaCom Chicago’s Art Zambianchi

ORLANDO – While there’s been no shortage of issues—from transparency to artificial intelligence to brand purpose—at the Masters of Marketing gathering, there’s also a galvanizing effect. “Today I think was a renewed call to action for the community,” says Art Zambianchi, Managing Director of WPP’s MediaCom agency in Chicago. “One of the refreshing parts of […]

 
 

Chicago Cubs President Explains The ‘Interesting Journey With Our Fans’

ORLANDO – Some customer journeys are longer than others. Consider the plight of Chicago Cubs fans who “stayed with us for 100 years without a title,” says the team’s President of Business Operations, Crane Kenney. That ended with the World Series in 2016, triggering a change in communications strategies for the venerable Midwest sports franchise. […]

 
 

Looking For ‘Moments That Matter’ To Entice Beer Drinkers: MillerCoors’ Brad Feinberg

ORLANDO – When it comes to selling beer, there is no “linear funnel” as has been standard marketing textbook fare for decades. MillerCoors has a three-pronged approach to understanding to whom, where and when to distribute its messages. “I think a lot of marketers today start with a creative brief and the idea, ‘Here’s my […]

 
 

Lane Bryant’s Brian Beitler: Changing How Women See Themselves Yields Positive Brand Lift

ORLANDO – It should come as no big shock that millennials cite Facebook and Netflix as the top brands in positive word-of-mouth sentiment among their peers. That specialty size apparel retailer Lane Bryant would rank as the most improved brand in 2017 is a testament to the company’s efforts to improve the way that the […]

 
 

one2one Media’s Mike Bologna: Huge Demand For One-To-One Video, Sales Attribution

ORLANDO – To reach households with addressable ads on a one-to-one basis at scale, advertisers and agencies need to do it on a one-to-many basis. This is due to the technology and infrastructure variations between multichannel video programming distributor (MVPDs) and smart TV manufacturers. Last spring, one2one Media set out to leverage an integrated set […]

 
 

Forget Storytelling, It’s All About ‘Story Making’: Mastercard’s Raja Rajamannar

ORLANDO – Listening to Mastercard’s Raja Rajamannar, one wonders how marketers juggle the myriad the complexities and challenges that did not exist a mere decade ago. Even if they manage to master technology, brand safety, cause marketing and acquiring suitable talent, consumers don’t want to see their ads. So it’s a bit ironic that brands’ […]

 
 

Ad Viewability, Verification Drive Creative Reset For P&G: Chief Brand Officer Marc Pritchard

ORLANDO – After its push for digital media transparency began to gain traction, Procter & Gamble began to realize that it needed to alter its creative game. Things like ad duration and frequency took on new importance. “It forced us to raise the bar even higher on ad creativity,” says P&G Chief Brand Officer Marc […]

 
 

First Wave Of New FreeWheel Research Track Provides Extensive Insights On OTT

Now that OTT devices are responsible for the lion’s share of premium video viewing, there’s no shortage of content on the publisher side. What is lacking is a deep understanding of how best to buy and sell OTT inventory, which FreeWheel is addressing with its new research track called Signature Insights. The first installment of […]

 
 

Targeting, Next-Day Reporting And Optimization Key To Addressable TV: FreeWheel’s Brian Wallach

What’s the difference between bidding on real-time, digital advertising avails and addressable television inventory? Not much, thanks to aggregation and automation. While the national addressable TV footprint grows bigger with each passing year, many advertisers are making use of household targeting to hone in on specific audiences. And those capabilities are getting more sophisticated, as […]

 
 

Tracking Trends In Programmatic Premium Video With FreeWheel’s Neil Smith

Viewing of premium video is certainly fragmented. But the same holds true for selling ad inventory programmatically, regardless of whether “pipes are connected” from the desktop all the way to set-top box video on demand. “There are different levels of maturity in terms of the ease or liquidity of programmatic transactions and there are different […]

 
 

TV Ads Still About Creativity: FreeWheel’s Van Ullen

CANNES — Cannes Lions is billed as “the international festival of creativity” but, judging from some of the tech talk that has made in-roads in recent years, you could forgive a delegate for not feeling very creative anymore. So, in a world of ad-tech, what place does creativity have at the table anymore? Creativity is […]

 
 

While Video Formats Differ, It’s The Allocation Of Value That Counts: ESPN’s Eric Johnson

CANNES – Call it television, video or neither. What matters to ESPN’s Eric Johnson is that it delivers “value and impact” to advertisers. Like other attendees of the Cannes Lions Festival of Creativity, Johnson welcomed the many conversations about how the industry can come together and drive more effective ways of measurement. “We’re trading on […]

 
 

Balancing Ad Loads, Seeking Consumer Value Exchange: Publicis Exchange’s Dave Penski

CANNES – In a world of seemingly endless video content choices, one thing is still missing: a better value exchange in which consumers realize that watching commercials might just be worth it. “I think it’s one of the things we’re kind of missing,” Dave Penski, CEO of Publicis Media Exchange Americas, says in this interview […]

 
 

FreeWheel Council for Premium Video Europe Debuts At Cannes With Major Industry Support

CANNES – Expanding its premium video advocacy footprint beyond North America, FreeWheel debuted the FreeWheel Council for Premium Video Europe (FWCE) at the Cannes Lions Festival of Creativity. Right out of the gate, the FWCE garnered the support of the some of the biggest TV programmers and operators across the region. Initial FWCE members include […]

 
 

FreeWheel Report: OTT TV Eclipses Desktop For Premium Video Consumption

CANNES – Live streaming video is helping to break down the perceived barriers between traditional television and premium video, while OTT viewing continues to see tremendous growth, according to the latest FreeWheel Video Monetization Report (VMR). In this interview with Beet.TV, VMR author Ying Wang discusses the first quarter VMR findings, which show that premium […]

 
 

Bank of America Shifts to Calendar Planning, Uses UpFront To Select Partners, Publicis’ Schauer explains

As it has for many decades, financial giant Bank of America will have a presence at this year’s UpFront. But having recently changed to a calendar year for planning purposes, BOA will be focused mainly on selecting the most appropriate publishing partners. BOA’s agency, Publicis GroupeConnect, decided that the UpFront planning model “just wasn’t suiting […]

 
 

Y&R’s Sable Sees A ‘Golden Age’ Of Content, Questions Hyper Targeting

Technology has done amazing things to create a variety of ways people can consume premium television content, helping to spark a “golden age” for content creators. But is the same technology and the data it enables encouraging the hyper targeting of audiences just because the capability exists? David Sable is quick to point out that […]

 
 

FreeWheel’s Rooke: Marketers Have Gained Deeper Understanding Of Brand Safety Across Screens

Having veered into negative territory over the past few years, the pendulum of industry discourse about digital video is swinging back to positive. And while there’s work to be done to streamline the planning and execution of premium video advertising, more marketers now have a deeper understanding of the benefits of being in its brand-safe […]

 
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