Robert Williams

Consumers are spending more time watching video on televisions connected to the internet, giving advertisers more opportunities to reach them through ad-supported streaming services. The convergence between linear television and digital video is culminating in connected TV (CTV). “What’s interesting about CTV specifically is if you look at the mechanism by which users get their […]

Marketers increasingly have to balance the goal of reaching the right consumers in their advertising campaigns with their efforts to comply with privacy laws. Those regulations give people more control over how their personal information is used for marketing purposes. Amid these concerns about privacy, tracking cookies and device identifiers become less reliable for ad […]

NEW YORK – NBCUniversal has more than doubled the audience for its Peacock streaming service to 60 million monthly active users since last year. The media company today is touting its streaming growth in an upfront sales presentation that covers its content, technology and partnerships. “We are so thrilled that in less than two years […]

Brands have a growing opportunity to lead consumers through the purchase funnel as commerce media provide them with multiple digital touchpoints. These interactions generate data that can help to sharpen their marketing strategies. “Retailers like Target have this tremendous environment where they invite consumers into their store every day online,” Brian Gleason, global chief revenue […]

Marketers want their advertising campaigns to reach consumers when they’re in the best frame of mind to receive messages about a brand or offer. The media context for an ad always has been important, but was overshadowed as advertisers relied on other data signals from tracking cookies and device identifiers to improve their digital ad […]

SAN JUAN, Puerto Rico – As much as advertisers may want more data to demonstrate the efficacy of their advertising campaigns on television, such guarantees are still somewhat elusive. That leaves other considerations such as contextual information and traditional measures of audience demographics. “We are still just too heavy in our age-sex demo guarantees,” Molly Finnerty, […]

SAN JUAN, Puerto Rico – National television networks are gradually adding addressable advertising capabilities to show different ads to different households during the same shows. When fully implemented, addressable TV will offer audience targeting that’s comparable to digital video platforms. “We’re at this really interesting inflection point in the world of video where addressable television […]

Retailers that sell advertising space on their websites and mobile apps have the power to collect enormous amounts of data about the buying habits of their customers. That information can help marketers of consumer packaged goods (CPG) to hone their digital media-buying strategies. “The rise of retailer data is complementing and filling that gap from […]

SAN JUAN, Puerto Rico – Changes in people’s television viewing habits and the growth of data captured from connected devices like smart TVs are influencing the way audiences are measured. A variety of startups have emerged to offer alternate metrics to help set the value of advertising transactions, challenging marketers to evaluate which ones work best. […]

Gathering data directly from consumers has become a bigger priority for marketers as they not only comply with stricter privacy laws, but also find ways to harness first-party information. Google’s plan to stop supporting tracking cookies in its popular Chrome browser and Apple’s steps to curb the sharing of device identifiers are pushing marketers to […]

SAN JUAN, Puerto Rico – Newer technologies often come with a dizzying array of buzzwords, technical jargon and flashy bells and whistles. As advertisers seek help in evaluating martech and adtech platforms, they need to be mindful that the technology delivers on its promises. “A lot of times when you hire the consulting firms, they talk […]

SAN JUAN, Puerto Rico – Connected television can help advertisers to reach a wider audience by complementing their presence on local TV stations, though there are hurdles that need to be overcome. Advertisers may have caps on ad frequency that prevent them from buying commercial time on local stations and CTV channels that reach the same […]

SAN JUAN, Puerto Rico – National television networks are gradually expanding their support for addressable advertising, which lets marketers send different ads to different households during the same shows. The transition will open up 14 minutes an hour of linear TV ad inventory for improved household-level targeting. “With the success of the addressable campaigns that we’ve […]

ISpot.tv, a company whose software helps advertisers to measure the reach of TV and streaming-video campaigns, today said it had received a $325 million investment from Goldman Sachs Asset Management. ISpot’s platform recognizes content in real time and organizes metadata to tell which commercials play during ad breaks.  It also gives marketers a way to […]

SAN JUAN, Puerto Rico – Television networks are in a period of major disruption as consumers seek greater control over the viewing experience, whether they’re watching traditional linear programming or streaming content to connected devices such as smart TVs and mobile phones. Networks also are seeing greater demand from advertisers to automate their sales operations in […]

Samsung Ads, the consumer electronics giant’s advanced advertising platform, today introduced software tools for media agencies to manage and measure cross-platform video campaigns. The Samsung Ads Total Media Solution gives media buyers a more holistic view of ad exposure on TV networks’ linear and digital streaming apps. The offering is built on Samsung’s demand-side platform […]

Consumers worldwide are exposed to countless advertisements, making the measurement of which messages from brands capture people’s attention more important to marketers. These metrics can help advertisers to improve the efficacy of their campaigns. “There’s a lot of attention on attention at the moment,” Jason Tonelli, chief product officer at advertising agency Publicis Groupe ANZ, […]

Xandr, the advertising marketplace that Microsoft agreed to buy from AT&T, today introduced a data framework to give marketers more choices in setting the value of advertising transactions in linear television. The alternative currencies are available through a collaboration with media-measurement firms 605, Comscore, EDO, Samba TV, TVision and VideoAmp. “Activating these data sets for […]

SAN JUAN, Puerto Rico – Out-of-home advertising is rebounding as brands seek to reach consumers who getting outdoors more often after being stuck at home during the early days of the pandemic. Alongside this shift, technological advancements are transforming outdoor advertising. “We’re going through a big digital transformation right now,” Anna Bager, president and chief […]

Mass marketers with millions of customers must avoid seeing consumers as abstract data points whose behaviors are quantified in web visits, ad impressions and social media “likes.” Instead, marketers need to take a more “human” approach to reaching their target audiences as tracking cookies disappear from the internet. “There has been I think in the […]