Investments in Ad Ecosystem Will Get Results: VAB’s Sean Cunningham

NEW YORK – Investments in advertising technology will help marketers and media companies become better at reaching audiences more effectively, says Sean Cunningham, president and chief executive of trade group VAB. These investments will be evident, even if the timeline is slower than some people expect. “My members are investing in dozens of enabling companies […]

 
 

OpenID Helps Unify TV Ad Buying with FreeWheel, Magnite and Xandr Integration: OpenAP’s Chris LoRusso

NEW YORK – OpenAP today introduced a way to unify delivery of all television advertising buys and to support cross-platform measurement of campaigns. The advanced advertising company added programmatic interoperability to OpenID, its unique identifier for linear TV and digital audiences. Integrations with FreeWheel, Magnite and Xandr’s Monetize SSP give media buyers the ability to […]

 
 

Streaming Video, Linear TV Complement Each Other for Best Reach: Comcast’s James Rooke

NEW YORK – The sudden jump in viewership for streaming video sped up a longer-term shift away from linear television. Amid these changes, both channels have a role in helping advertisers to reach consumers most effectively. “There’s a bit of a false narrative in the market at the moment that’s getting pushed in terms of […]

 
 

Consumer Identifiers Are Key to Holistic View of TV Audiences: Paramount’s Travis Scoles

NEW YORK – Advertisers face a variety of challenges in figuring out the best ways to reach consumers who not only view television programming on several connected devices, but also have more tools to guard their privacy. This fragmented media environment drives a need for a holistic solution for marketers and media buyers. “The biggest […]

 
 

ANA, 4A’s, IAB, Horizon Media, Publicis Media and Others Join ‘Get Out the Vote’ Industry Initiative

The advertising industry specializes in inspiring people to take action, and where better to start than with its own members? Many younger adults, 18-30, do not participate in one of the most important ways to take action or stand up for issues about which they care: voting. The recently launched Voting MAVEN, which stands for “media […]

 
 

Acquisitions Broaden Performance Marketing Platform on CTV: MNTN’s Ali Haeri

Performance marketing platform MNTN has worked to give television advertisers, including brands that had never run TV campaigns, a way to make their efforts more successful. As connected television (CTV) enables brands to reach target audiences on different devices, performance campaigns can be further enhanced. “We’ve found that a lot of our clients — this […]

 
 

Streaming Content Must Be As Diverse As Younger Audiences: Sabio’s Aziz Rahimtoola

A variety of studies have shown that people want to see themselves represented in television content and advertising. Technology company Sabio is helping producers of streaming content to monetize their efforts to create programming for diverse audiences. “The only way you can actually have pluralistic viewpoints on media today is to not only certainly incentivize […]

 
 

Partnership With Fox Stations Supports Advanced Ads: Comscore’s Carol Hinnant

NEW YORK – Comscore this week said it had struck a deal with Fox Television Stations to provide local TV broadcaster with audience data to support its growth in advanced advertising. Marketers will be able to improve their ad targeting based on more granular consumer data from Comscore. “They [Fox] spent some time really digging […]

 
 

Advertisers Can Attain 100% Incremental Reach on CTV: Simpli.fi’s James Moore

Marketers are looking for ways to reach consumers through linear and connected television (CTV) without showing the same ads to the same viewers too many times. Advertising automation platform Simpli.fi recently introduced the ability to provide buyers of linear TV advertising with complete incremental reach on CTV. “One of the number one challenges with buying […]

 
 

CTV Offers Advancements in Performance Advertising: Magnite’s Dan Fairclough

Digital media outlets gave a variety of direct-to-consumer brands, including disruptive startup brands, a way to advertise to target audiences and quickly see how their campaigns were performing. As more consumers spend with connected television (CTV), marketers are gaining access to a video channel that combines audience targeting with the emotional power of television advertising. […]

 
 

Integration With Amazon’s Ad Marketplace Supports CTV Growth: IRIS.TV’s Richie Hyden

As marketers shift their ad spending to streaming platforms, they’re also looking for reassurances that their commercials appear within brand-safe shows. Connected TV publishers can offer more information about their programming to advertisers through Amazon’s digital advertising marketplace following a recent integration with video data platform IRIS.TV. “We’re going to increase the available inventory for […]

 
 

Fan Experience for ‘House of the Dragon’ Marks Stronger Ties with CTV Partners: Roku’s Grace Lam

Roku helped viewers celebrate the premiere of HBO Max’s much-anticipated “House of the Dragon” with an exclusive fan experience on its streaming devices. Featured content included trailers, theme packs and special looks at the characters in the series, whose action takes place 200 years before the events in the hit fantasy show “Game of Thrones.” […]

 
 

CTV Enables More Flexibility With Performance Marketing: MNTN’s Chris Contreras

The past decade saw a proliferation of digitally native brands that harnessed the power of social media platforms like Facebook and Instagram to reach target audiences. Many of these marketers are gaining the ability to launch targeted television campaigns as more people hook up their TVs to the internet. “Certain segmentation is very similar to […]

 
 

Brands Should Prepare for Next Tech Trends: OMD CEO George Manas Chats With Omnicom Media’s Ben Hovaness

CANNES – Separating passing fads from enduring innovations can vex marketers as they decide what kinds of technologies to adopt in their advertising. Lately, there is consistent discussion about Web3 as the next stage in interactive media after the commercialization of the internet and the growth of social media. Web3 is seen as a more […]

 
 

Women Have Many Ways to Help Each Other With Career Advancement: Lynn Branigan, She Runs It

CANNES – Women in leadership roles at work are important role models for other women who seek to advance their careers, start businesses and handle a variety of competing responsibilities. Sharing the benefits of their experiences with other women is especially helpful and is a key mission of She Runs It, the organization that started […]

 
 

Attention Metrics Offer Improved Consumer Insights for Advertisers: dentsu X’s Leah Meranus

CANNES – Consumers are dividing their time among a bigger selection of media channels and connected devices, and it’s not always clear whether they’re paying attention to advertisements that appear among their preferred choices of content. This uncertainty has spurred greater interest in measuring attention. “Marketers really need to start focusing on attention as a […]

 
 

Social Media Marketing Requires Grasp of Consumer Tastes: TBWA\Chiat\Day NY’s Nancy Reyes

CANNES – Brands that seek to engage consumers on newer social media apps such as Snapchat, TikTok and BeReal must learn how people use the platforms to share content, stay in touch with each other and entertain themselves. Without these insights, marketers run the risk of turning off consumers, facing mockery and damaging their brands. […]

 
 

Deficient Metrics Drive Vicious Circle in Lower Ad Spending on Diverse Media: AIMM’s Lisette Arsuaga

CANNES – The media and marketing industry has touted the importance of including under-represented people in advertising and content, but they don’t have the right tools to measure those efforts, said Lisette Arsuaga, cofounder of the Alliance for Inclusive and Multicultural Marketing. The majority of data providers are telling marketers “that their data is 95% […]

 
 

Media Interoperability Will Unlock More Revenue Growth: Comcast Advertising’s James Rooke

As marketers seek to reach consumers among a variety of media channels and electronic devices, Comcast Advertising is working to help them to harness data to improve their targeting. “We’re really proud of the work we’ve done across Comcast Advertising more broadly at enabling more programmers and networks to be lit up by addressable enablement,” […]

 
 

Professional Purpose Is Grounded in a Sense of Legacy: Spark Foundry’s Esther ‘E.T.’ Franklin

CANNES – Giving people a sense of purpose at work increasingly is viewed as a necessary step toward keeping them engaged with what they do. About 85% of people said they feel as if they have a sense of purpose, but only 65% believe they can describe that purpose, according to a survey by consulting […]

 
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