Robert Williams

LAS VEGAS – Retailers are providing more ways for brands to reach consumers as they shop, helping to measure how their advertising drives sales. Streaming media company Roku has sought to provide more accountability to advertisers on connected television in its collaborations with retailers such as Best Buy. “We started to broker a lot of […]

NEW YORK – Measuring business outcomes is a key part of helping marketers to understand the effectiveness of their advertising and promotional efforts. Purchase data from banks and consumers who have opted in to share the information are a valuable resource in these metrics. “We’ve been talking about outcomes for a while, but this really […]

NEW YORK – The popularity of digital gadgets such as mobile phones, smart TVs and streaming devices that are capable of gathering reams of data about their users are changing the way audiences are measured for advertisers and media companies. To ensure that audiences aren’t being overcounted or undercounted, identity resolution is a necessity. “It’s […]

NEW YORK – Marketers are always looking for consumer insights that help to shape their advertising strategies, and that includes creative content that sways people’s buying decisions. Some data signals, such as those from tracking cookies, are becoming less effective, but there are other ways to gain insights about audience behaviors. “Something that we always […]

LAS VEGAS – Retailers have built a multibillion-dollar business selling online advertising to brands that want to reach consumers when they’re most ready to shop. There’s a bigger opportunity for retailers and marketers to collaborate on in-store advertising, according to one analyst. “Stores, I think, are the next major media channel,” Andrew Lipsman, principal analyst […]

LAS VEGAS – Ride-share companies have helped to reinvent how people think about transportation, and they’re now working with marketers to transform the experience. Lyft Media, the advertising sales unit of the ride-hailing company, has developed a variety of ad formats to help get brands reach consumers as they book and take a ride. “We […]

LAS VEGAS – Retailers are seeing strong growth in sales of online advertising, and they’re adopting data tools to help demonstrate the interplay between ecommerce and brick-and-mortar sales channels. “The retailers are trying to find better ways to connect what’s happening digitally online with what’s happening in stores,” J. William Margaritis, senior vice president of […]

LAS VEGAS – Social media and internet search derive much of their advertising power from what is known as last-click attribution, giving marketers an idea of which platforms helped to compel a transaction. Retailers that sell digital advertising are developing similar capabilities, and media buyers want metrics to affirm them. “Measurement is definitely one of […]

NEW YORK – Data clean rooms offer a way for businesses to match up their data without sharing the information or intermingling it. As marketers seek to harness consumer data while also protecting people’s privacy, clean rooms are finding more applications. “We are slowly moving into the world of more advanced use cases and multi-party […]

SAN JUAN, Puerto Rico – This year’s upfront sales season for television advertising is likely to include more discussions about ways to set the value of ad transactions, or what are known as currencies, based on viewership data from a broader variety of measurement companies. Newer currencies add another dimension to negotiations between media buyers […]

Streaming platforms are seeking to expand their audiences – and advertising sales — by building up their live sports programming, as seen with Amazon’s deal to show the National Football League’s “Thursday Night Football.” As more live sports migrate to connected devices, marketers must consider how their access to consumers is changing. “What we’ve seen […]

SAN JUAN, Puerto Rico – Worries about data breaches and loss of privacy have led to stricter laws in many of parts of the world to give people more control over their personal information. These concerns are top of mind for advertisers and their agencies as they seek to make advertising campaigns more effective at […]

LAS VEGAS – Online retailers such as Amazon and traditional store chains such as Walmart have built billion-dollar businesses in selling different kinds of advertising on their websites. In order for the retail media marketplace to grow and possibly overtake televised media – not including streaming or connected television (CTV) – advertisers will need more […]

SAN JUAN, Puerto Rico – Brands and their agencies are continually bombarded with pitches on technology that promises to improve the outcomes of advertising. Their goals ultimately determine the need for these solutions. “The way I see the world is we’re playing a 3D chess game, Sam Bloom, chief executive at Camelot Strategic Marketing & […]

SAN JUAN, Puerto Rico – Marketers are always looking for more insights to improve the effectiveness of their advertising. With that in mind, Havas Media Group has made the idea of “meaningful” a key part of adopting technologies that help brands to reach their business objectives. “’Meaningful’ defines our agency model, and we’re going to […]

SAN JUAN, Puerto Rico – Television historically has provided one of the best ways for major brands to reach a national audience most efficiently. With technological advances, it’s increasingly becoming more addressable in showing different ads to different households during the same live programming. “Linear addressability for us, it’s not just about incremental reach,” Steve […]

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. […]

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 […]

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 […]

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 […]