Alt Currencies Will Have Bigger Role in Upfront Sales: Paramount’s Colleen Fahey Rush

SAN JUAN, Puerto Rico – Media companies this year are teaming up a bigger variety of audience measurement providers as they showcase their programming for brands and agencies for upfront advertising sales. Paramount has worked to evaluate newer datasets and metrics that to set the value of advertising transactions, or what are known as currencies. […]


Frequency-Capping of Ads Is Key Milestone: FreeWheel’s Alex Strickland

SAN JUAN, Puerto Rico – Regular viewers of television can be forgiven for being annoyed when they are shown the same commercial repeatedly during a program. Moreover, advertisers don’t want to damage their brands or waste media dollars when they are working to automate their media buying. For these reasons, frequency-capping of ads across different […]


Measuring Attention Shows Value of Advertising: dentsu’s Celeste Castle

SAN JUAN, Puerto Rico – Consumers divide their attention among multiple media channels and connected devices, challenging marketers to better understand how their advertising affects purchase decisions. Advertising and marketing agency Dentsu has worked to deepen understanding about attention. “We sought to build an open economy around value impressions connecting our clients to their audiences […]


Converged Video Is Key to Reaching Consumers: GroupM’s Mike Fisher

SAN JUAN, Puerto Rico – Television viewership is evolving as more households connect the consoles to the internet and many younger consumers think of video as a mobile-first experience on app such as TikTok. Advertisers have to be mindful of these changes as they seek to engage potential customers. “Converged video is arguably the most […]


Linear TV, Streaming Video Work Together to Reach Consumers: CBS’s Radha Subramanyam

SAN JUAN, Puerto Rico – Television audiences have more control over the viewing experience than ever before as they connect a variety of devices to the internet to do everything from bingeing on a series to watching live sports. “What we’re really encouraged to see, because now we have a few years of data against […]


Brands Want More Transparency in Automated TV Ad Buying: OMD’s Georgina Thomson Chats With Joanna O’Connell

SAN JUAN, Puerto Rico – The digital transformation of the TV advertising marketplace is generating more data about media-buying activity, but what’s needed are standards for how to classify the information. Accepted definitions of content genres and other data would help. “We’ve done a lot of good work to access that data and have it […]


Data Clean Rooms Enable Privacy-Compliant Audience Targeting: TelevisaUnivision’s Brian Lin

SAN JUAN, Puerto Rico – People’s concerns about privacy and stricter regulations on data sharing are pushing brands, agencies and media companies to adopt data clean rooms. The technology helps to match data records without sharing the information, helping advertisers to harness first-party data when working with media companies such as Spanish-language broadcaster TelevisaUnivision. “We’ve […]


Newer Video Ad Formats Compress Purchase Funnel: OMD’s Georgina Thomson

SAN JUAN, Puerto Rico – The television audience is growing more fragmented as viewers divide their time among a wider selection of streaming platforms and connected devices. The growth in streaming also is driving grater experimentation with ad formats, including those that give viewers a way to respond quickly and easily. “There’s really a lot […]


Digital Formats Are Transforming Outdoor Ads: OAAA’s Anna Bager

SAN JUAN, Puerto Rico – Many technology companies whose revenue comes from digital advertising have cut jobs in the past year, partly reversing two years of rapid hiring to keep up with the strong growth in streaming and online shopping during the pandemic. Outdoor advertising has seen opposite trends, bouncing back as brands seek to […]


True Ad Outcomes Are Measured With Sales: Affinity’s Damian Garbaccio

SAN JUAN, Puerto Rico – Marketers for years have fretted that they weren’t sure whether their advertising was working. With every refinement to media measurement, the goal has been to pinpoint what exactly motivated a consumer to buy something again and again. “The progression has always been to measure more and more outcomes,” Damian Garbaccio, […]


Media JIC Must Be Inclusive of Diverse TV Audiences: TelevisaUnivision’s Daniel Aversano

SAN JUAN, Puerto Rico – Major media companies and advertising agency holding companies are coming together in the recently formed Joint Industry Committee to help set standards for ad transactions in cross-platform premium video. Spanish-language broadcasting giant TelevisaUnivision wants to ensure that these standards adequately reflect the growing Hispanic audience. “There are still hundreds of […]


Dentsu Media, GroupM, Horizon Media, IPG Mediabrands, Omnicom Media Group, Publicis Media, RPA join JIC to Help Set Standards for Premium Cross-Platform Video Ad Currencies

The joint industry committee (JIC) formed in January by major media companies expanded to include media agencies Dentsu Media, GroupM, Horizon Media, IPG Mediabrands, Omnicom Media Group, Publicis Media and RPA. The committee today announced its certification criteria for setting the value of cross-platform advertising transactions, or what are known as currencies, for premium video. […]


Sharing Our Learnings About Currencies Helps TV Ad Market: Paramount’s Michele Stone

SAN JUAN, Puerto Rico – The upfront sales season for media companies this year is expected to include a more diverse group of measurement companies whose data help to set the value of advertising transactions, or what are known as currencies. Media giant Paramount last month distributed a manual at the Beet Retreat San Juan […]


CTV’s Local Ad Inventory Deserves to Have Premium Pricing: Gamut’s

SAN JUAN, Puerto Rico – Millions of households have connected their televisions to the internet, opening up the possibility for national brands to reach targeted groups of consumers in ways that are similar to more established kinds of digital advertising. Connected television (CTV) also can enable local advertisers – such as car dealerships or regional […]


Ad Transparency Faces Hurdles in Programmatic Market: Fox’s Abbie Reichner

SAN JUAN, Puerto Rico – The television advertising market is growing more automated with the adoption of programmatic technologies, opening up the possibility for marketers and agencies to obtain real-time data about campaigns. This information will help to make the media marketplace more transparent, but more work needs to be done. “We could provide the […]


3A’s of Television Advertising Are Attention, Addressability and Automation: Paramount’s Julian Zilberbrand

SAN JUAN, Puerto Rico – Marketers want to know not only that their advertising is being delivered through media channels, but also that it’s affecting consumer behavior. Increasingly, these insights include measurements of people’s attention to advertising. Paramount – whose media brands include CBS, Comedy Central, MTV, VH1, Nickelodeon and Showtime, along with streaming platforms […]


Brands Deserve Bigger Role in Currency Debate: VideoAmp’s Michael Parkes

SAN JUAN, Puerto Rico – Buyers and sellers of television advertising are working through a period of major disruption in how they set the value of their transactions, or what is known as a currency. The growth in streaming has spurred a need for a currency that helps advertisers to compare digital video with traditional […]


Cross-Platform Measurement Is Key Priority as Local Ads Drive Outcomes: Madhive’s Kristin Wnuk

SAN JUAN, Puerto Rico – Advertisers have many ways to reach consumers through multiple media channels, but comparing each platform’s value is still challenging. Setting the value of an ad transaction, or what’s known as a currency, is a necessary step in improving media plans. “We’re still not at a point where we know how […]


Consumer Insights Come From Data and Content: Spark Foundry’s Lisa Giacosa

SAN JUAN, Puerto Rico – Marketers are swimming in data, especially as connected devices like mobile phones and smart TVs generate nearly endless information about consumers. The data are most valuable when they provide an accurate picture of people’s behavior. “When data is used correctly, what it enables us to do is to get to […]


Media Currency Tests Are Shaping View on Upfronts: GroupM’s Bharad Ramesh

MARCO ISLAND, Fla. – This year’s upfront sales season for television networks and video publishers will be informed with insights from the latest tests of what are known as currencies, or ways to set the value of ad transactions. That’s according to WPP’s GroupM, which recently piloted currencies among 16 of its advertiser clients to […]

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