Robert Williams

LAS VEGAS – Economic disruptions can be painful, but they also can drive greater innovation. As the world’s commercial activity slows, marketers and advertising agencies will be making tough decisions about the business partners they want in the next recovery. “It’s gonna be a year of reckoning for sure. There’s an overabundance of companies right […]

LAS VEGAS – Consumers are spending more time with streaming video than with traditional linear television and marketers want to reach them as platforms such as Netflix and Disney+ expand their advertising inventories. “It’s pretty obvious that eyeballs are shifting and the reason that dollars are not yet following suit as we get from a […]

National television programmers Fox, NBCUniversal, Paramount, TelevisaUnivision and Warner Bros. Discovery are teaming up with trade group VAB and the OpenAP data collective to set standards, cooperate on collecting streaming data and certify providers of streaming audience measurement, according to an announcement. “This year in particular, there are more conversations around transacting on new currencies […]

LAS VEGAS – Omnicom Media Group, the media planning and buying unit of Omnicom Group Inc., and Albertsons Media Collective, the retail media arm for grocery chain Albertsons Cos., announced a collaboration aimed at helping brands to target audiences and measure performance on connected television. Omnicom Media will be able to combine audience data from […]

SANTA MONICA, Calif. – The past three years were characterized by massive disruption in the television industry as the coronavirus pandemic sped up longer-term trends such as the growth in streaming media. Viewers who were stuck at home during lockdowns signed up for video services to keep themselves entertained — a need that was especially […]

LAS VEGAS – Uber Technologies Inc. this month will expand its burgeoning advertising platform with the rollout of mobile tablets in ride-share vehicles that show videos to passengers. The company is introducing the service in Los Angeles and San Francisco, with plans to expand worldwide. “We cannot only show you a short-form video clip, a […]

SANTA MONICA, Calif. – Connected television advertising doesn’t use tracking cookies to help marketers retarget consumers as they switch among apps to watch streamed programming. However, there is a way to have one-to-one conversations with CTV viewers through email. “With identity and with ID graphs and those things coming along, we are able to connect […]

SANTA MONICA, Calif. – The growth in video streaming is pushing media companies to not only establish one-to-one relationships with consumers, but also how to parlay their growing troves of consumer data into revenue streams. Data collaboration is becoming more important even as newer privacy regulations give consumer greater control over how their data are […]

SANTA MONICA, Calif. – Marketers are placing greater emphasis on attributing how their television advertising leads to an outcome, which other kinds of media such as internet search and social networks do. As consumers divide their attention among a variety of viewing devices and media outlets, marketers are seeking more insights on people’s awareness of […]

SANTA MONICA, Calif. – Major media companies are working to offer marketers a way to simplify how they buy advertising among various distribution channels, especially as viewers migrate from traditional linear television to streaming platforms. “They’re able to now bundle their premium assets — whether that’s news, could be sports, could be entertainment — into […]

SANTA MONICA, Calif. – First-party data that consumers provide directly to marketers have become more valuable as privacy regulations and other legal liabilities limit how companies can share data. Amid these constraints, Blockgraph is working to help advertisers harness their first-party data for advanced advertising. “The basis of Blockgraph is around the ability for companies […]

SANTA MONICA, Calif. – Smartphones give off a continual flood of information about their users, many of whom spend the entire day within a hand’s reach of mobile handset. Data about app usage and website visits can be compiled by cellular companies such as T-Mobile. The information is a potentially rich source of consumer insights […]

SANTA MONICA, Calif. – Marketers have the technology to help them automate what kinds of connected television programming will provide a brand-safe context for advertising. What’s known as a content-object signal is part of the technical standard for real-time bidding, and needs greater adoption to be useful in the programmatic CTV marketplace. “Content-object signals are […]

The onset of the pandemic had a profound effect on people’s behavior with restrictions on travel and public gatherings. It also sped up the growth of streaming services as people looked for ways to entertain themselves at home instead of going to the movies, restaurants, gyms, stores another venues. As people get back to traveling, […]

SANTA MONICA, Calif. – Many brands have become more conscientious about how their advertising corresponds with America’s changing demographic makeup. They also are becoming more aware of how media content adheres to these trends in providing context for their commercial messaging. Audience measurement company Nielsen is developing ways to make such information useful to marketers […]

SANTA MONICA, Calif. – The growing patchwork of privacy regulations in the United States and across the world is challenging advertisers to find ways to harness their data assets while also complying with the law. Data clean rooms provide a way for marketers and media companies to match their consumer data without commingling the information. […]

SANTA MONICA, Calif. – Many media companies including traditional print publishers, television broadcasters and digital startups have expanded their production of video content to engage readers who have higher-bandwidth devices such as mobile phones and smart TVs. That shift is pushing them to adopt technology that helps to maximize their advertising sales. “Viewer consumption continues […]

SANTA MONICA, Calif. – The millions of households that have either canceled cable and satellite service or never signed up for it in the first place have pushed advertisers to find other ways to get their messaging on the biggest screen in people’s homes. Incremental reach among these audiences has become more important for brands […]

SANTA MONICA, Calif. – Brands increasingly are taking a cross-platform approach to television advertising as consumers divide their time among traditional live linear programming and on-demand video streams. The trend is pushing media buyers to break down the silos that have separated specialties in television and digital platforms, including internet search, social media, open web […]

SANTA MONICA, Calif. – Media companies and advertisers are gaining more tools to measure not only their reach among audiences, but also the effect they on consumer behavior. Those metrics include a look at business outcomes and other kinds of response. “The TV measurement that we can bring about today is just light years ahead […]