Robert Williams

The past decade saw a proliferation of digitally native brands that harnessed the power of social media platforms like Facebook and Instagram to reach target audiences. Many of these marketers are gaining the ability to launch targeted television campaigns as more people hook up their TVs to the internet. “Certain segmentation is very similar to […]

CANNES – Separating passing fads from enduring innovations can vex marketers as they decide what kinds of technologies to adopt in their advertising. Lately, there is consistent discussion about Web3 as the next stage in interactive media after the commercialization of the internet and the growth of social media. Web3 is seen as a more […]

CANNES – Women in leadership roles at work are important role models for other women who seek to advance their careers, start businesses and handle a variety of competing responsibilities. Sharing the benefits of their experiences with other women is especially helpful and is a key mission of She Runs It, the organization that started […]

CANNES – Consumers are dividing their time among a bigger selection of media channels and connected devices, and it’s not always clear whether they’re paying attention to advertisements that appear among their preferred choices of content. This uncertainty has spurred greater interest in measuring attention. “Marketers really need to start focusing on attention as a […]

CANNES – Brands that seek to engage consumers on newer social media apps such as Snapchat, TikTok and BeReal must learn how people use the platforms to share content, stay in touch with each other and entertain themselves. Without these insights, marketers run the risk of turning off consumers, facing mockery and damaging their brands. […]

CANNES – The media and marketing industry has touted the importance of including under-represented people in advertising and content, but they don’t have the right tools to measure those efforts, said Lisette Arsuaga, cofounder of the Alliance for Inclusive and Multicultural Marketing. The majority of data providers are telling marketers “that their data is 95% […]

As marketers seek to reach consumers among a variety of media channels and electronic devices, Comcast Advertising is working to help them to harness data to improve their targeting. “We’re really proud of the work we’ve done across Comcast Advertising more broadly at enabling more programmers and networks to be lit up by addressable enablement,” […]

CANNES – Giving people a sense of purpose at work increasingly is viewed as a necessary step toward keeping them engaged with what they do. About 85% of people said they feel as if they have a sense of purpose, but only 65% believe they can describe that purpose, according to a survey by consulting […]

CANNES – Marketers are asking for a reliable source of media measurement to help them set the value of advertising transactions, especially as national linear television becomes more addressable to different groups of households. “Measurement singly defines the biggest tension point between agencies and their clients, sellers and the brands themselves and the agencies,” Catherine […]

CANNES – Marketers want their advertising to appear amid high-quality content that improves the likelihood that consumers will see it and consider buying different products and services. These contextual ads are regaining significance as marketers confront the loss of signals from device IDs and tracking cookies that help with online targeting. “We’ve got to be […]

CANNES – Advanced television is entering a new era as advertising on national broadcast networks becomes addressable, giving marketers a way to show different ads to different households during the same linear programming. Ad targeting similar to what advertisers have experienced on digital platforms is becoming possible in a medium that historically offered broad reach. […]

CANNES – The major disruptions of the past few years — including the pandemic, Russia’s invasion of Ukraine and current worries about a recession – have spurred a creative flowering in the television industry. “We’ve been through so much that business problems are being approached with a high degree of creativity and open-mindedness that I […]

CANNES – High-quality content helps to engage consumers, improving the likelihood they’ll see advertising and even consider buying different products and services. These contextual ads are regaining importance as marketers confront the eventual disappearance of technologies like device IDs and tracking cookies that help with online targeting. “The way we do targeting today is going […]

CANNES – Worries about privacy and stricter data laws have pushed technology companies to give consumers better control over how their personal data are collected, stored and shared. These steps are gradually leading to the disappearance of device identifiers and tracking cookies that help marketers to determine whether they’re reaching the right consumers with advertising. […]

CANNES – Today’s consumers see or hear dozens of advertisements throughout the day among a growing variety of media channels, challenging marketers to measure the effectiveness of their campaigns. Attention metrics have become more significant, especially for any insights into driving business outcomes such as sales. “We can now trade on Attentive CPMs [cost per […]

The television advertising marketplace has grown more complex amid the emergence of digital video channels whose technology in many ways is more advanced than the legacy systems of traditional broadcasters. Buyers and sellers of advertising also are adopting systems to automate ad transactions in programmatic auctions, adding to the complexity. “I would look at it […]

The rapid growth of the streaming media audience in the past few years has pushed marketers to look for opportunities to reach these viewers. Media companies are answering that demand with the development of advertising formats that provide targeting at a greater scale. “We saw so much transformation coming out of the pandemic with all […]

CANNES – The television industry is open to finding multiple ways to measure how consumers are viewing advertising, especially as they spend more time watching streaming video. Multiple companies have emerged to provide the tools to set the value of ad transactions amid the shifting media landscape. “Measurement is confusing because there’s a lot of […]

CANNES – The gradual disappearance of tracking cookies and device identifiers is pushing marketers to find ways to reach the right consumers while respecting their privacy. People’s programming choices can tell a lot about their interests and mindset. Those data signals are renewing interest in contextual advertising. “We’re waking up to the fact that consumers […]

CANNES – Advertisers and their media agencies are keeping a close eye on the latest developments with measuring television audiences. They want metrics that accurately reflect viewership of linear and streaming platforms to help set the value of ad transactions, “currencies” in media industry parlance. “The good news for the industry is that the focus […]