Robert Williams

The pandemic helped to increase the demand for video streaming services as many people looked for ways to entertain themselves while stuck at home. The shift in viewing from traditional linear television to video on demand has led political campaigns to change their strategies, as seen in this month’s midterm elections. “People are watching and […]

SANTA MONICA, Calif. – Consumers have more ways to watch television programming than ever before, challenging advertisers to reach them among multiple platforms. Comcast’s NBCUniversal wants to help marketers engage those audiences, whether they’re watching traditional linear television or streaming video on the Peacock ad-supported video on demand (AVOD) platform. “We’ve really seen an acceleration […]

Stronger guards against ad fraud in connection television will help to expand automated media buying as marketers can feel confident about their efforts to reach bigger audiences. While they can negotiate one-to-one deals with publishers, they face certain limitations. “One proxy that a lot of buyers use for creating some safety in CTV is one-to-one […]

Established brands have led the way into advertising on connected television, a break from the past when smaller, disruptor brands were more willing to take a chance on a new and comparatively untested medium. “You see a lot of those smaller brands really try to be the first ones there to exploit a market inefficiency, […]

SANTA MONICA, Calif. – The idea of showing different advertising to different household during the same TV shows is appealing to marketers who want to ensure their media spending drives at outcome. That push toward more personalized advertising is counterbalanced with consumer concerns about privacy. “We have at least five different privacy laws coming up […]

Cybersecurity platforms for years have worked to eliminate fraudulent activity that costs advertisers millions of dollars a year. As those marketers shift more of their ad budgets into connected television (CTV), they must remain vigilant against suspicious activity that inflates viewership metrics. “A constant word that comes out of my mouth is ‘proactive’ — be […]

Security standards are still being developed for connected television (CTV), leaving parts of its advertising infrastructure exposed to potential fraud. Cybersecurity firm HUMAN relies on a variety of indicators to help determine the authenticity of streaming viewership as fraudsters seek to mine a segment that has lucrative cost per thousand (CPM) metrics. “Fraudsters like to […]

Preventing ad fraud on connected television (CTV) is a collaborative effort among companies throughout the digital-media supply chain. Streaming-device maker Roku works to prevent fraudulent activity on its platform to ensure that legitimate publishers can fully monetize their content and advertisers are getting value for their media investment. “We have a lot of control over […]

SANTA MONICA, Calif. – Horizon Media is consolidating its omnichannel media buys through sell-side platform Magnite with a focus on connected television, according to an announcement about their multiyear agreement. The deal expands their relationship and emphasizes supply-path optimization, which is the process of finding the shortest and most profitable path to ad inventory for demand-side […]

ORLANDO – Marketers piled into digital advertising as the pandemic kept many people at home, where they logged onto social media, watched streaming video and shopped online. As people learned to live with Covid-19 and went back to shopping in stores, going to the office and traveling by airplane, marketers have readapted their strategies to […]

Connected television gives advertisers the ability to reach highly targeted audiences, but there are risks that advertising fraud will drain away part of their media spending. Tackling the problem requires a collaboration among advertisers, agencies, media companies, adtech firms and cyberspecialists. “The things that make me optimistic about the space is I see a lot […]

The Beet Retreat kicks off this week in Santa Monica, California, bringing together the leaders and professionals who are shaping the future of the media industry. This year’s gathering comes as companies throughout the media ecosystem look to forge strong relationships with others as they work together improve the consumer experience and the effectiveness of […]

ORLANDO – Advertisers often have a variety of goals for different kinds of campaigns, each of which have their own metrics to evaluate performance. Top-of-funnel campaigns generally seek brand awareness and consideration, while campaigns aimed at the lower part of the purchase funnel may measure foot traffic into or sales conversions. “The expectations change with […]

ORLANDO – Economic uncertainties are pushing advertisers to scrutinize their media spending and data the help to determine the effectiveness of their campaigns. But an economic slowdown also can create opportunities for brands to build share that drives growth during a recovery. “Marketers are under a tremendous amount of pressure to prove their investment faster […]

ORLANDO – The Association of National Advertisers’ yearly Masters of Marketing Conference is a chance for marketing, media, agency and ad-tech professionals to share ideas about the best ways to engage consumers. As more people watch television programming on internet-connected devices such as smart TVs and mobile phones, there are growing opportunities to reach consumers […]

The automation of advertising sales in the past decade has helped to make transactions more efficient. But as with any network of computers that handles financial activity, there’s increased risk of being a victim of fraud. Cybersecurity company HUMAN works with the buyers and sellers of media to protect them from fraud, which has become […]

ORLANDO – Consumers have more ways to watch their favorite shows at any time as more programming is distributed through internet-connected devices such as smart TVs and mobile phones. This fragmented media environment challenges advertisers to track the effectiveness of these channels within a broader campaign. “It’s clear that there is real emphasis on multichannel […]

ORLANDO – The Federal Reserve this week raised its target interest rate to a 14-year high as it tries to reduce the highest inflation since the early 1980s. Amid these economic strains and consumer doubts, marketers that get behind their brands will be in better shape in the longer term. “There’s still so much opportunity […]

Streaming video for the past decade has been dominated by movies or dramatic series for viewers to binge-watch, but that’s changing as more live sports programming migrates to on-demand platforms. This shift creates challenges for advertisers that used to depend on the broad appeal of broadcast sports – especially from the start of the NFL’s […]

ORLANDO – Marketers worldwide are confronting economic uncertainties with high inflation, rising interest rates, war in Eastern Europe and ongoing Covid lockdowns in China. Amid these travails, it’s important they take steps to support their brands to reap greater rewards during a recovery. “Every lesson we’ve ever learned through recessions and downturns and whatever, is […]