Ad-Supported TV Faces Major Threat Amid Shift in Viewing Habits: Essence’s Adam Gerber

Ad-supported television faces an existential threat as more consumers avoid commercials by subscribing to streaming video services that offer an ad-free experience. That ongoing shift will challenge marketers to adopt new ways of doing things. “There’s one over-arching thing we all need to recognize, which is that the old model doesn’t work,” Adam Gerber, global […]

 
 

Ad Fraud, Viewability Are Still Key Concerns for Advertisers: Essence’s Adam Gerber

WPP’s GroupM seeks to make advertising work better for everyone — marketers, consumers and media — with a media-buying framework it calls “Responsible Investment.” The effort aims to advance brand safety, data ethics, responsible journalism, sustainability and diversity, equity and inclusion. Improving the media ecosystem requires tackling ad fraud and enhancing measurement methods to help […]

 
 

‘We Kicked Off Our First Meeting for Upfront 2022’: Disney’s Lisa Valentino

Disney is already looking ahead to 2022 as this year’s upfront sales season wraps up. The media giant got an early start this year with its first presentation in February that included the rollout of a programmatic platform called Disney Real-Time Ad Exchange (DRAX). “We felt it was important to start the conversations early, both […]

 
 

SMI Releases Pricing Intelligence Tools for Unified View of CPMs

Standard Media Index, leading data and analytics company, this week introduced software tools to help compare the cost of streaming video and linear TV. Its Pricing Intelligence Suite includes a digital CPM for streaming video along with a traditional and advanced audience effective CPM (eCPM) for linear TV. “The combination of these two products provides […]

 
 

CTV Offers Faster Data Insights Than Linear TV: App Science’s Helen Lum

As advertisers shift more of their media dollars to streaming platforms, they’re able to obtain viewership metrics for their campaigns more quickly than they do on linear TV. Those immediate insights are a key advantage of connected TV (CTV). “With CTV, real-time reporting is very important, especially now. Many companies only provide post-campaign reports. You […]

 
 

Addressable TV Is Bridge Between Linear and Streaming: Vizio’s Adam Gaynor

Addressable TV promises to boost the value of commercial time for broadcasters as they offer advertisers improved audience targeting. TV maker Vizio has equipped its smart TVs with advanced technology that gives networks a way to transform their linear ad inventory into an addressable format as part of its Project OAR (Open Addressable Ready). The […]

 
 

SSP’s Add Value to Premium TV Inventory: FreeWheel’s Mark McKee

Providers of premium TV programming have more ways to reach audiences who are spending more time watching video on connected devices like smart TVs and mobile phones. The growth of connected TV (CTV) has added another layer of complexity to the advertising marketplace. “Our focus has always been around premium TV, and how do we […]

 
 

Audience Measurement Should Bolster Value of TV Content: NBCUniversal’s Kelly Abcarian

CHICAGO — Marketers are moving beyond traditional media yardsticks like age and gender to measure the business outcomes of their advertising campaigns. Increasingly, those metrics need to reflect the time that viewers spending with traditional linear TV and newer digital channels. “There’s so many challenges as we look across the industry that we need to […]

 
 

CTV Data Provide More Insights for Ad Targeting: MBuy’s Michael Parent

Connected TV platforms are becoming more sophisticated about providing audience data to help advertisers improve their targeting. “CTV providers starting to differentiate themselves on how they’re able to develop their targeting, and the reporting aspect of it,” Michael Parent, senior vice president of media strategy and operations at MBuy, a unit of Mediaocean, said in […]

 
 

Mobile, TV Data Provide Holistic Audience Insights: Omnicom Media Group’s Kelly Metz

LOS ANGELES – Marketers can harness a combination of TV viewership and mobile usage data to gain a better understanding of how to engage consumers. Those insights are crucial to developing a media plan and making adjustments as needed. “Consumers are watching TVs and engaging with their mobile phones simultaneously as they’re engaging with our […]

 
 

Out-of-home Advertising Is ‘Truly Booming’ As U.S. Reopens: OAAA’s Anna Bager

The reopening of the U.S. economy has spurred a rebound in out-of-home advertising as marketers seek to reach people who are itching to get outdoors after being stuck at home during lockdowns. Marketers also have more flexibility in their campaigns as the growth in digital out-of-home makes the delivery of video ads more feasible. “What […]

 
 

Mobile Data Help to Avoid Ad Duplication: GSD&M’s Dave Kersey

Consumers are dividing their time spent with media among a wider variety of platforms and devices, challenging marketers to reach audiences without overexposing them to same advertising. Amid the growth in video consumption on connected devices like smart TVs and mobile phones, advertisers are working with multiple connected TV (CTV) platforms to build scale. “Duplication […]

 
 

Tubi Is Game-Changer in Reaching Cord-Cutters: Fox’s Suzanne Sullivan

Advertisers have more ways to reach audiences who are consuming media on a wider variety of devices, including smart TVs, tablets and mobile phones. Fox Entertainment aims to help brands to connect with consumers, whether they watch traditional linear TV or streaming video services like Tubi, which parent company Fox Corp. bought last year. “Tubi […]

 
 

Mobile Data Enable Audience Targeting on CTV: MediaCom’s Jeff Liang

Marketers are finding ways to harness mobile data to improve their audience targeting as consumers spend more time with digital media. To avoid overexposing consumers to the same ads among different connected devices, such as smart TVs and mobile phones, brands combine different sources of data to gain more insights into media consumption behavior. “We […]

 
 

Location Data Offer Insights on Power of CTV Ads: Foursquare’s Glen Straub

As the economy reopens and people start going out more often to stores, restaurants, theaters and concert venues, marketers are looking for more indications that their advertising campaigns are having a positive effect on real-world behavior. As brands buy more ads on connected TV (CTV) platforms, location data can help to hone their efforts to […]

 
 

Convergence, Diversity Lead NewFront Themes: Digitas’s Jodi Robinson

The surging popularity of streaming services in the past year has made the convergence of digital video and linear TV more of a reality. This year’s NewFront marked a watershed moment in the ongoing evolution of digital video as media consumption shifts to connected devices like smart TVs. ” Fourteen years ago, when we established […]

 
 

Tentpole Events Drive Live Viewership of Hispanic Audiences: Univision’s Dan Riess

Spanish-language television giant Univision is undergoing a significant transformation amid a merger with Mexico’s Televisa and plans for a global expansion into streaming video. During today’s UpFront sales presentation, Univision is showcasing its live viewership and upcoming tentpole events. “We’re talking primarily about growth, and the concept of growing with Univision. It’s a unique promise […]

 
 

HBO Max Will Offer Harmonious Mix of Content, Ads: WarnerMedia’s JP Colaco

WarnerMedia hosts its upfront sales presentation on May 19 amid high expectations for its HBO Max streaming service that will start carrying advertising in June. The company also will showcase upcoming programming that builds on its vast library of intellectual property from the past 100 years. “Brands have an opportunity to take part in this […]

 
 

Mobile Data Support Personalized Healthcare Marketing: Starcom’s Melissa Gordon-Ring

The widespread usage of smartphones has provided an important source of data for healthcare marketers seeking to understand consumer behavior. That information underpins more personalized interactions with target audiences and ongoing relationships with key consumer groups. “Customer data is incredibly valuable,” Melissa Gordon-Ring, executive vice president and managing director of Publicis Groupe’s Starcom unit, said […]

 
 

Linear Addressable TV Is ‘True Convergence Point’: Discovery’s Huda Kazi

The growth in households that connect their TVs directly to the internet offers advertisers a way to reach consumers who seek the flexibility to watch linear and on-demand programming. With this year’s launch of streaming service Discovery+, parent company Discovery aims to broaden and diversify its audience. The launch of Discovery+ preceded this week’s announcement […]

 
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