Demand Is Growing for Free Streaming with Ads: Roku’s Julian Mintz

LOS ANGELES – Consumers are reaching their limit on how much they’re willing to pay for monthly subscriptions to streaming video services. Those budgetary constraints are pushing many of them to seek out advertising-supported platforms that are free to watch. “What we’ve found in the past few years is that free content is growing extremely […]

 
 

‘Cross-Platform Measurement Is Ready’: NBCUniversal’s Kelly Abcarian

LOS ANGELES — The television industry is grappling with significant changes in the way viewership is measured, including greater emphasis on how advertising campaigns drive business outcomes. With consumers splitting their time among a wider variety of screens, cross-platform measurement has become a bigger priority. Amid these developments, NBCUniversal this year undertook a major effort […]

 
 

Media Buyers, Sellers Are ‘Frustrated with Status Quo’ of Measurement: VideoAmp’s Michael Parkes

LOS ANGELES — Media companies and buyers of their TV advertising inventories for years have sought improvements in audience measurement. The need became greater when the pandemic spurred a sudden shift in viewing habits to streamed video. “People are frustrated with the status quo and actively looking for change,” Michael Parkes, president of media measurement […]

 
 

CTV Propels Need for ‘Creative Agility’ in Ads: Origin’s Fred Godfrey

LOS ANGELES — The growing audience for video on connected devices like smart TVs and mobile phones is pushing advertisers to adapt their media strategies. Marketers are more receptive to innovation than they had been as recently as a few years ago as viewers spend more time watching connected TV (CTV). “As the world of […]

 
 

ACR Data See Through Walled Gardens: LG Ads’ Justin Fromm

Marketers face more challenges in measuring the reach and frequency of their television advertising campaigns as viewers split their time among different video platforms. Many of those channels don’t share data about their audiences, making it harder for advertisers to tell they’re showing the same ads to the same households too much. LG Ads aims […]

 
 

TV Market Needs Next-Generation Standards: Comcast’s Pooja Midha

LOS ANGELES – The increasingly fragmented media market is challenging marketers to find ways to measure the performance of their campaigns and find the best value from their ad buys. Media companies that compete for those dollars can help the market to grow by cooperating on common standards for metrics, attribution, interoperability and privacy-compliant identifiers. […]

 
 

Consumer Data Have Bigger Role in Context, Content: Univision’s Dan Aversano

LOS ANGELES – Content producers and distributors have more ways than ever before to reach audiences with programming. Data about those consumers are valuable for advertisers as they develop their media plans, especially as audiences splinter among more connected TV (CTV) choices. “The fragmentation that’s being created within CTV starts with the consumer, because they […]

 
 

First-Party Data Provide Best Audience Identifiers: Innovid’s Tal Chalozin

LOS ANGELES – The growing audience for video content on web-connected devices has prompted many marketers to run more advertising on streaming services. The transition from traditional linear television to connected TV (CTV) had been gradual before the pandemic triggered a surge in demand from consumers who spend more time at home. “We’ve been betting […]

 
 

AVOD Will Dominate in Streaming Wars: Samsung Ads’ Karl Meyer

LOS ANGELES – People who hoped to save some money by canceling their cable or satellite service and switching to streaming are seeing more premium content go behind subscription paywalls. That makes free programming on ad-supported video on demand (AVOD) services appealing to a wide group of consumers. “Free is free. It’s liberating. It’s what […]

 
 

Unifying Linear TV and CTV Drives Value for Brands: Amobee’s Nick Brien

LOS ANGELES – The growing fragmentation of the media landscape amid the proliferation of video apps for connected devices adds to the challenge for marketers that seek to reach consumers. Taking a unified approach to these digital video outlets and traditional linear television is the best way for brands to derive greater value from their […]

 
 

Multiscreen TV Drives Changes in Ad Sales: Comcast’s Pooja Midha

LOS ANGELES – With the television marketplace growing more fragmented as viewers split their time among a wider selection of video content providers, sellers of advertising are adjusting their strategies to capture a bigger share of media dollars. Providing solutions for advertisers that are seeking data-driven, audience-based targeting with their growing programmatic buyers are a […]

 
 

Content Identifiers Help to Spur Large-Scale Ad Reach: IRIS.TV’s Field Garthwaite

LOS ANGELES – The growing popularity of streaming video is giving advertisers another way to reach millions of U.S. consumers who watch a broader variety of on-demand programming. Marketers want to ensure that their messaging appears next to content that’s not only relevant to target audiences, but also is brand-safe. “Core to measurement is content […]

 
 

TV Consumption Will Grow Across Platforms: CBS’s Radha Subramanyam

LOS ANGELES – The cost of viewer impressions shouldn’t be the only thing that marketers consider when buying advertising on broadcast networks. Compelling content that engages audiences in a brand-safe environment not only provides better context for ads, but also helps to avoid the pitfalls of running programmatic ads in the murkier parts of social […]

 
 

Getting Media Channels to Work Together for Marketers Is Key Priority: Yahoo’s Beau Ordemann

LOS ANGELES – Marketers face challenges in attaining reach and frequency goals for their advertising campaigns as consumers divide their time among a wider variety of media channels. They also seek improvements in addressability and measurement to ensure they’re driving business outcomes. Web services company Yahoo is investing in cross-channel measurement to help marketers understand […]

 
 

CTV Promises Better Targeting With First-Party Data: Ocean Media’s Jared Lake

Personal information gathered directly from consumers has become more valuable for marketers as privacy regulations and technological changes hamper data sharing. They can harness first-party to improve their ad targeting and to measure which media platforms perform best. “We’re managing a bit of a transition in terms of how we think about first-party data,” Jared […]

 
 

‘We’re Not Planning Linear-First’ for Next Upfront: Omnicom Media Group’s Kelly Metz

LOS ANGELES – The massive shift in television viewing habits during the pandemic has led advertisers to explore ways to reach audiences through connected devices like smart TVs and mobile phones. As marketers prepare for the next upfront sales season, they’re more focused on finding opportunities to engage consumers through connected TV (CTV) platforms. “We’re […]

 
 

Dwindling Ad Supply Drives Need for Innovative Formats: GroupM’s Adam Gerber

LOS ANGELES – Marketers face numerous challenges in reaching the growing number of consumers who divide their time among media outlets that carry advertising and those that don’t. The demand for consumer attention calls for more innovation in ad formats among different kinds of programming, said Adam Gerber, executive director of investment strategy at WPP’s […]

 
 

First-Party Data Drive Ad Targeting on CTV: Disney’s Marc Mallett

Marketers have more ways to reach target audiences as consumers spend more time with connected devices like smart TVs and mobile phones. The greater scale also provides more opportunities for segmentation among diverse groups of viewers. “Connected television does give us a great platform to reach diverse audiences. It is addressable,” Marc Mallett, vice president […]

 
 

Data Drives Business Outcomes for Media Sellers: Furious’ Ashley Swartz

LOS ANGELES – Media companies have greater potential to optimize advertising sales as they capture the attention of different consumer groups. As a provider of data science and artificial intelligence solutions to video publishers and television broadcasters, Furious is part of the “connective tissue” that joins buyers and sellers in the media marketplace. “We are […]

 
 

TV Can Learn From Programmatic Digital’s Past: TransUnion’s Matt Spiegel

LOS ANGELES – The television marketplace is being transformed with the growth of streaming services and the promise of addressable advertising on national networks. Audience targeting will be more granular, helping brands to improve the return on investment (ROI) from their media spending. “Marketers have clearly voted with their wallets by showing where they put […]

 
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