Political Campaigns Have Grown to Trust Viewer Data: Effectv’s Dan Sinagoga

Election Day is less than a month away, making it crucial for political campaigns to reach voters in hotly contested states and districts that have an outsized effect on the results. Targeting the 10% of U.S. households with undecided voters requires data and analytics, which have become much more reliable in this election cycle. “The […]

 
 

‘We’ve Come a Long Way in Identity Resolution’: Kinesso’s Lauren Bernard

The “omnichannel utopia” is a place where buyers and sellers of media can agreeably determine the value of viewer attention among a growing array of content choices and delivery platforms. Advertisers face several hurdles in reaching that ideal point, but there are reasons for optimism as their media, agency and advertising technology partners work together […]

 
 

Fragmentation Drives Urgency for Improved Media Metrics: CIMM’s Jane Clarke

Marketers are calling for improved cross-channel measurement of advertising to avoid wasteful media spending and to improve the consumer experience with their brands. As seen with the recent demand by Marc Pritchard, chief brand officer of consumer goods giant Procter & Gamble, that media channels become more transparent to advertisers in the next year, improved […]

 
 

Video, Augmented Reality Are Key to Engaging Gen Z: Snap’s Peter Naylor

Snapchat got its start as a mobile app for sending photo messages that disappeared after 24 hours, and has since evolved to become a news and entertainment hub that’s popular with young adults and teens. Parent company Snap is building out its video programming to give people more reasons to linger in the app, and […]

 
 

Omnichannel Media Underpins Identity-Driven Future: TransUnion’s Matt Spiegel

CHICAGO – Consumers have more ways to consume media than ever before, challenging advertisers to track the effectiveness of their marketing efforts. The growth of the omnichannel universe is driving a shift toward audience-based measurement, and TransUnion is working to be at the forefront of that development. The company, which is best known as a […]

 
 

Omnichannel Marketing Has 3 Crucial Parts: OMD’s George Manas

Successful omnichannel advertising strategies require a holistic approach involving people, process and technology. The ultimate goal of that approach is to reach target consumers among the growing universe of fragmented marketing channels while also avoiding wasteful media spending. “The linchpin for omnichannel anything is really to start with the audience and with the consumer, versus […]

 
 

Strong Results from Cable TV Spurred Shift in Media Buys: Grubhub’s Alex Weinstein

SEATTLE – Omnichannel marketing has become more challenging as the media universe grows more fragmented, but that trend also has led to some surprising results for GrubHub. The food-delivery app has seen strong results from its cable TV commercials, defying expectations that digital channels were best suited to reach a target audience. “We are part […]

 
 

Context Is King for Brands Seeking Households with Kids: Wildbrain Spark’s Charles Gabriel

LOS ANGELES – Families with young children are spending more time with digital entertainment as the coronavirus pandemic limits many of the outdoor activities they used to have, spurring demand for kid-friendly programming. Increasingly, those households are turning to digital platforms like over-the-top and streaming services for shows they can enjoy together. WildBrain Spark, the […]

 
 

Marketers Still Want Greater OTT Scale Amid Omnichannel Convergence: Publicis EVP Nicole Whitesel

SEATTLE – The “omnichannel utopia” promises to give marketers better insights on how different media channels produce comparable results. Those comparisons remain challenging amid the rapid shift in viewing habits that has only sped up during the pandemic. “There was a lot of hope that we would be further along than we are,” Nicole Whitesel, […]

 
 

Consumer Focus Drives Omnichannel Strategy: Forrester’s Jim Nail

BOSTON – An omnichannel advertising strategy starts with the understanding that putting consumers first drives every other decision about how to reach them among a growing number of media channels. Implementing such a strategy can be challenging inside corporations with varied marketing teams that compete for internal resources while also focusing on different media outlets. […]

 
 

‘People Want Seamless Interaction with Companies and Media’: Publicis Advisor Tobaccowala

CHICAGO – The transformation of the media marketplace from analog to digital is bringing advertisers a few steps closer to the goal of unifying the omnichannel universe. Out-of-home advertising and experiential marketing are the remaining outliers in the analog world, though they increasingly are being integrated with digital platforms through mobile devices and social media, […]

 
 

Paid Social Requires ‘Being a Strategist at Heart’: Essence’s Deborah King

LONDON – Social media usage has surged during the coronavirus pandemic as homebound consumers rely on platforms like Facebook, Instagram, Snapchat and Twitter to stay connected with the outside world. As marketers seek to reach those consumers, they face the daunting task of creating omnichannel campaigns among “walled gardens” that aren’t readily transparent and have […]

 
 

TV Nets Now Agile, Flexible with Upfront at a Pivot Point, GM CMO Deborah Wahl

DETROIT – This year’s upfront sales season for broadcast television marked a significant change in how marketers buy media placements, with the uncertainties of the coronavirus pandemic driving a demand for greater flexibility. For Deborah Wahl, global chief marketing officer of automotive giant General Motors, the rapidly changing media marketplace has pushed the automotive giant […]

 
 

Unlocking the “Five I’s” of Omnichannel Advertising: Mediaocean’s Neuhauser

CHICAGO – Omnichannel marketing has become more challenging as viewing habits change, especially amid the disruptions of the coronavirus pandemic. With more people consuming media on smartphones and through connected TVs, marketers must quickly adapt their strategies to reach their most likely customers. It’s helpful to remember the “Five I’s” when it comes to omnichannel […]

 
 

‘Next-Gen TV Is Top Priority’ Amid Rapid Changes: Mediaocean’s Anupam Gupta

SEATTLE – The omnichannel universe gets more fragmented every year, challenging marketers to reach audiences among a wider variety of media channels. Software platform Mediaocean aims to help advertisers and their agencies manage their campaigns in that more complex environment, having recently acquired 4C Insights to provide more in-depth data analysis. “Our vision is to […]

 
 

Leading Brands Follow Moviegoers Back to Theaters: NCM’s Cliff Marks

Labor Day weekend brought the reopening of thousands of movie theaters nationwide, giving advertisers a chance to reach audiences that had been starved of the movie-going experience for almost six months during pandemic lockdowns. For National CineMedia, which sells commercials that appear before the beginning of feature films, the reopenings of about 80% of U.S. […]

 
 

Political Campaigns Vie for ‘Big Screen’ Access: Xandr’s Steve Truxal

Political campaigns will kick into high gear after Labor Day weekend in the final stretch toward Election Day on Nov. 3. Those weeks will bring a jump in media spending, especially in swing states that are still too close to call. For Xandr, AT&T’s digital advertising exchange, this year’s election season is notable as political […]

 
 

Inclusive Marketing More Important Than Ever & Music Drives the Conversation

LOS ANGELES — As America becomes more diverse, marketers must develop advertising campaigns that emphasize inclusion while also reaching audiences among a wider variety of media channels, says Lisette Arsuaga, co-founder of the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), in this episode of “Vevo Everywhere: A Beet.TV Leadership Series on Evolving Content Distribution.” […]

 
 

‘Omni-Video Is Critical Going Forward’: Dish Media’s Kevin Arrix

Advertisers are looking for more flexibility in reaching audiences among a wider variety of video platforms, including traditional linear TV and the growing number of digital channels. Dish Media is giving marketers more choices, most recently in its partnership with Verizon Media announced this month. The deal gives advertisers using Verizon Media’s demand-side platform (DSP) […]

 
 

Contextual Targeting Will Rise As Cookies Fade: Kargo’s Harry Kargman

Online audience tracking is undergoing a major upheaval as consumers demand more control over their personal privacy, challenging the adtech industry to develop better ways to help marketers reach target consumers. Digital publishers that deliver those viewers to advertisers aren’t immune to the upheaval as contextual targeting becomes more pronounced. For mobile ad exchange Kargo, […]

 
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