Getting Ready for Return of Live Sports: Turner’s Frank Wall

Live sports showcase linear TV’s ability to deliver mass awareness for brands, making their absence during the past few months of the coronavirus pandemic even more dramatic for advertisers. With the National Basketball Association and Major League Baseball resuming play this month, sports marketing is poised for a comeback. Frank Wall, senior vice president of […]

 

‘Buyers-First’ Mentality Drives Ad Sales Strategy: AMC’s Kim Kelleher

Technology is reshaping the way that marketers reach target audiences, and AMC Networks is at the forefront of testing methods to help advertisers boost the efficiency of their media buys. The network also has partnered with a variety of media-buying platforms to expand their inventories. “Our mentality was: We have a ‘viewers-first’ mentality around distribution, […]

 

‘We Need to Prove TV Can Do More’: 605’s Noah Levine

Audience measurement has become more crucial for television networks and their advertisers, which are being lured to spend more on digital outlets including social media and internet search. The coronavirus pandemic has added to these competitive pressures as marketers seek to squeeze the best performance from tighter media budgets. Demonstrating the power of TV advertising […]

 

Pandemic’s Effects on Video Production Are Likely to Last: CNN’s Otto Bell

The coronavirus pandemic has forced marketers and their advertising agencies to react quickly to an unsettled situation that can change each day. These disruptions are likely to have a lasting effect on how ad campaigns are developed and put into the production pipeline. “There will be an emphasis on quick-turn production — producing spots and […]

 

Marketers Seek Ad Flexibility Like Digital Platforms Offer: Omnicom’s Sal Candela

Advertisers are pushing for greater flexibility from their media partners as effects of the coronavirus pandemic on the economy pressures them to be more resourceful with their spending. That dynamic is disrupting this year’s network upfront advertising marketplace, magnifying calls for changes to the way media outlets sell commercial time. The Association of National Advertisers […]

 

Tubi Delivers Audiences Not Reached by Linear TV: Fox’s Marianne Gambelli

Fox Corp. this year bought video streaming service Tubi to expand its reach outside of linear TV, an acquisition that ended up being exceptionally well timed. Millions of people stuck at home during pandemic lockdowns have had more time to watch video on every screen, including advertising-based video on demand (AVOD) services like Tubi. Marianne […]

 

‘It’s Up to Us to Close the Deal’ on Promoting Equality: BET Networks’ Louis Carr

The media and marketing industries can play a key role in promoting racial diversity, a topic that has become more pronounced in recent weeks. The killing of George Floyd while in police custody in Minneapolis ignited mass protests against racism and police brutality, and spurred advertisers to be more vocal about social justice. As the […]

 

Valuing Older, Higher-Income Households: Discovery’s Jon Steinlauf

Advertisers for years have sought to reach young adults who are in the early stages of forming brand loyalties and setting up their own households. However, they shouldn’t neglect efforts to reach older, higher-income households that will help drive the recovery from this year’s pandemic slowdown. That’s the one of the key messages from Jon […]

 

Streaming Apps Drive Sales Growth During Pandemic: Discovery’s Jon Steinlauf

The coronavirus pandemic led many advertisers to pull back on media spending in the past few months, but broadcasters have found pockets of strength in their streaming media platforms. Discovery forecasts that it will end the second quarter with higher ad sales than a year earlier for its streaming apps, which are a key part […]

 

Linear TV, OTT Can Complement Audience Reach: Disney’s Rita Ferro

Streaming platforms are investing billions of dollars in original programming every year, raising the stakes for linear TV channels that aim to deliver audiences to advertisers. While linear TV has key strengths in sports, news and events, it also has the power to reach audiences with other kinds of original programming. Rita Ferro, president of […]

 

‘Second-Screening’ Will Be Key for Sports Coverage: Disney’s Rita Ferro

Broadcasters have experienced a dearth of live sports with the suspension of operations by professional sports organizations during the coronavirus pandemic. That absence has raised expectations for the upcoming return of the National Football League, whose regular season last year was responsible for 47 of the 50 most-viewed telecasts, according to researcher Nielsen. Rita Ferro, […]

 

Linear TV Will Be More Data-Driven with Addressable Ads: Matterkind’s Muzzy

Addressable advertising promises to give marketers more focused targeting of audiences while cutting spending on wasted viewer impressions. That data-driven approach requires more insights about consumers and their openness to seeing messages from sponsors. Sean Muzzy, president of North America for addressable advertising company Matterkind, discusses the potential for its audience-based approach in Beet TV’s […]

 

Peacock Will Bring Innovation to Free, Ad-Supported Streaming: NBCU’s Laura Molen

NBCUniversal is getting into the streaming game with next month’s rollout of Peacock, setting the stage more innovation and value-added services for advertisers. Peacock’s service includes free, ad-supported streaming that has the potential to support more interactivity between brands and consumers. Laura Molen, president of advertising sales and partnerships at NBCUniversal, discusses the future of […]

 

‘We Are Encouraged by the Second Quarter Scatter Market’: NBCU’s Laura Molen

The coronavirus pandemic led some advertisers to exercise options to obtain media placements at lower prices, but the scatter market is recovering as demand bounces back. Marketers seeking measurable business outcomes don’t want to be left behind as many cities and states ease lockdowns, letting brands reconnect with their customers. Laura Molen, president of advertising […]

 

Scatter Market Is Rebounding Into Third Quarter: ViacomCBS’s Ross

The coronavirus pandemic’s effect on media prices has led some advertisers to wonder whether they can find better deals in the scatter market rather than the upfronts. As advertisers shift media dollars into the third quarter and boost demand, deals may be harder to find. Jo Ann Ross, president and chief advertising revenue officer at […]

 

‘We Need the Upfront to Move From the 20th to the 21st Century’: Essence’s Gerber

The coronavirus pandemic has disrupted the upfront market for TV networks whose fall programming is in flux, but that hasn’t stopped advertisers from ongoing talks about their media strategies. There’s still a role for an upfront market amid the uncertainty and advertiser demands for greater flexibility, Adam Gerber, global chief media officer at Essence, a […]

 

ViacomCBS’s Ross Sees Pandemic As Way to Deepen Ties With Advertisers

The coronavirus pandemic has disrupted every industry including major broadcast networks that reach millions of U.S. households. Amid the turmoil have been opportunities to strengthen connections for media outlets to strengthen connections with advertisers that have revamped their media plans. Jo Ann Ross, president and chief advertising revenue officer at ViacomCBS domestic advertising sales, discusses […]

 

‘We Made a Huge Bet on Streaming’: Hershey’s CMO Baskin

This month’s virtual IAB NewFronts will be a chance for advertisers to learn more about streaming media platforms as they plan for the fall season and beyond. Confectioner Hershey is looking ahead to the second half of the year, and the possibility of putting its media dollars to work during the key Halloween and holiday […]

 

Programmatic Video Gets More Attention Among Buyers: GroupM’s Brown

The IAB NewFronts this month come as media buyers focus on cross-channel opportunities including programmatic video advertising. Jessica Brown, director of digital investment at WPP’s GroupM media agency, said the coronavirus pandemic has hastened a longer-term move from linear TV toward digital media consumption, and advertisers are taking notice. “We always knew that streaming was […]

 

Pandemic Speeds AVOD Growth Among Subscription-Weary Viewers: UM Worldwide’s Stimmel

This month’s virtual IAB NewFronts will help to heighten interest in streaming video platforms that are ramping up their sales efforts and touting premium content to draw bigger audiences, Jon Stimmel, chief investment officer at advertising agency UM Worldwide, said in an interview with Beet.TV. The coronavirus pandemic spurred a massive jump in media consumption […]