‘Cookie-Cutter’ Media Buys Don’t Work in Politics: NYI’s Randi Langford

This year’s elections brought record levels of spending on campaigns, with the Center for Responsive Politics raising its estimates of a final tally to more than $14 billion from $11 billion only a few weeks before. It’s still too early to tell how much of that amount went into television ads, but there’s little doubt […]

 

E-Detailing, Telehealth Are Key Marketing Priorities Amid Pandemic: Heartbeat’s Dan Haller

The coronavirus pandemic has raised public awareness about health issues, but it also presented many challenges to marketers of health-related products and services. With many doctor’s offices closed down temporarily earlier this year, healthcare marketers had to find other ways to communicate with physicians and their patients. “A lot of our clients have millions of […]

 

Fans Are Excited for Comeback in Live Sports: Turner’s Marybeth Strobel

Live sports are ready to make a comeback after the pandemic led to the biggest interruption in fan attendance since World War II. As vaccine researchers report surprisingly good results from recent tests, many people next year are more likely to seek things they had shunned, including sporting events, concerts, theaters, airlines, restaurants and stores. […]

 

Advertisers Want Mix of Traditional Spots, Branded Content: Altice’s Jon Steinberg

The growing number of video channels is challenging advertisers to develop strategies to reach unduplicated audiences both at the national and local level. To stand out amid the clutter, those marketers also want a way to integrate their messaging with content that keeps viewers engaged. Advertisers “want a package that includes branded content, content creation […]

 

‘Patient-Modeled Audiences’ Improve Programmatic ROI for Healthcare Marketers: DeepIntent’s Chris Paquette

The growing audience for connected TV services gives advertisers in the healthcare and drug industries more ways to reach medical professionals and their patients. Those advertisers also can improve their audience targeting with health information about consumers whose sensitive medical data are closely guarded with strict rules against unauthorized sharing. The good news for healthcare […]

 

OTT Shows Key Strength in Impression-Based Targeting: Pinnacle’s Kate Diehl

CHICAGO – The growth in over-the-top (OTT) video services has given advertisers another way to reach households that either canceled cable and satellite services of never signed up for them. Marketers and their media agencies also can get quick access to viewership data, helping them to make adjustments to their campaigns and complement their linear […]

 

Healthcare Media Embraces Programmatic Sales: Haymarket’s Louis Naimoli

Healthcare advertising has tended to be conservative, especially for products like pharmaceuticals that are heavily regulated and are required provide extensive disclosures. However, those marketers are starting to embrace advertising technology to reach healthcare providers as the coronavirus pandemic drives demand for the latest product information. For Haymarket Media, which publishes dozens of titles for […]

 

OTT Platforms Point Way for Cookie-Less Future: Tubi’s Mark Rotblat

LAFAYETTE, CA — While advertisers are bracing for the end of third-party cookies and mobile device identifiers to track online audiences, providers of over-the-top video services have functioned in a cookieless environment for years. Instead, they have developed first-party data about viewers, and enriched the information with third-party sources. “As an OTT company, we have […]

 

Local News Provides Superior Targeting for ‘Conquesting’: New York Interconnect’s Charlie Holmes

Local news programming this year has seen strong viewership growth as audiences seek the latest information about the pandemic. For advertisers seeking to convert viewers into new customers — especially as their buying habits change dramatically — local news also provides more concise targeting for both regional and national brands. “We found that a lot […]

 

Digital Lessons Apply to CTV Media Buys: Coke’s Chris Price

Millions of U.S. households are connecting their TVs directly to the internet as on-demand video services supplement or replace their cable and satellite subscriptions. To reach those consumers, marketers are dedicating a bigger portion of their media budgets to over-the-top (OTT) and connected TV (CTV) platforms, making verification and viewability metrics more important. “We’re seeing […]

 

Local TV Buys Gain From Digital Insights: Hudson MX’s Jay Stevens

Local TV advertising is getting more sophisticated with the development of technologies to help media buyers with their decision-making. That development is part of the broader convergence of traditional linear TV with various digital platforms that are gaining great consumer acceptance. Advertising agencies are responding to this convergence by combining the expertise of their broadcast […]

 

TV Ads Move Toward Cross-Platform Delivery: ViacomCBS’s Travis Scoles

Improved measurement of addressable advertising will underpin its growth as marketers and programmers have more tools to determine its effectiveness and hone their strategies in a cross-platform environment. Making those platforms more comparable is a key goal as TV audiences grow more fragmented among a growing number of choices among linear and over-the-top (OTT) channels. […]

 

Indie Voters Are Now Paying Attention: Xandr’s Charlotte Lipman

Election Day is fast approaching, and people are starting to pay more attention to politics. Since the beginning of the year, the most likely voters have grown more dependent on televised political advertising to help form an opinion about candidates and key issues like the coronavirus pandemic and the economy. Among those voters who are […]

 

‘We’re Breaking Silos for Audience-Based Buying’: OpenAP’s David Levy

LOS ANGELES – Tracking cross-platform viewership to ensure that advertising reaches its intended audience has become much more sophisticated as marketers, agencies, media outlets and measurement companies combine their consumer data in various ways. The goal is to create a “common currency” that helps to unify the measurement of audience exposure among traditional channels like […]

 

How MVPDs Will Extend Addressable Ads Nationwide: Comcast’s Larry Allen

Marketers are on the verge of expanding their addressable advertising efforts nationwide as cable TV companies work together to provide greater reach. Instead of being confined to two minutes an hour in local markets, addressable advertising inventory is expanding to 14 minutes among more households served by multichannel video programming distributors (MVPDs). “The goal is […]

 

‘TV Will Never Be the Same’: Comscore’s Carol Hinnant

Buyers and sellers of media increasingly talk about a “common currency” that helps to unify the measurement of audience exposure among traditional channels like linear television and newer digital platforms. Metrics that make comparisons of ad impressions more meaningful are becoming a reality, helping to support the ongoing growth in addressable advertising. “TV as we […]

 

Geofencing’s Power Grows with Addressable TV : Propellant’s Brent LeVasseur

Location-based marketing has been considered a powerful way for advertisers to reach target customers when they’re most ready to make a purchase. With advancements in mobile technology, marketers can use a tactic called “geofencing” to beam content or messaging at people within a specific geographic area. With geofencing, marketers can run “conquesting” campaigns to steer […]

 

Marketers Are Ready for Pilots of Addressable Ads: Discovery’s Sam Garfield

Addressable advertising is becoming a reality as providers of TV programming work with cable and satellite TV companies to develop standards for audience measurement and media attribution. With improved targeting of audiences, advertisers can expect to see quantifiable results including business outcomes in the next few years. Discovery Communications, whose network brands include Discovery Channel, […]

 

‘Addressable Advertising at Scale Is Here’: Cox’s Beth Crotty

Addressable advertising promises to let marketers reach different households as they watch the same TV program. After years of developing the technology and common measurement standards, cable operators are preparing to expand their addressable advertising offerings in the next year. “Addressable advertising at scale is here. We’re actively working to on-board programmers for some early-stage […]

 

Samsung Opens up its DSP with Self-Serve Platform

Samsung Ads, the advanced TV advertising unit of the consumer electronics giant, recently launched a self-serve demand-side platform to give advertisers and their agencies more flexibility in their media buying. Samsung DSP gives programmatic buyers access to proprietary data, audiences and inventory for 45 million U.S. households, letting manage reach and frequency for video campaigns […]

 
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