Console Games Are Ripe for TV-Like Ads: Simulmedia’s Dave Madden

LOS ANGELES – TV-like advertising is starting to find a place in video games that people play on consoles like Sony PlayStation and Microsoft’s Xbox as the entertainment software industry undergoes a massive shift in the way games are distributed. Pioneering the effort to put commercials into video games is Simulmedia, an advertising technology startup […]

 

Let’s Move from GRP’s: Impression-Based Metrics Are Key for Video’s Growth: Effectv’s James Rooke

Consumers are watching video content on a broader range of devices including smartphones, making multi-screen measurement an essential part of the growth in video advertising. The shift in video consumption habits will underpin a move away from traditional methods of measuring viewership and toward metrics that include more media channels. “We need to move away […]

 

“We are an Audience Delivery Company,” Effectv’s James Rooke

Audience-based targeting is transforming TV advertising as marketers seek to reach consumers based on more robust data including their intentions to buy products and services. The shift has led Comcast Cable to emphasize a data-driven approach that builds on its foundation in local advertising for small- and medium-size businesses. “Our roots are very much in […]

 

OpenAP CEO David Levy Sees Improved Ad Tracking With iSpot.TV Partnership

LOS ANGELES – Advertisers are seeking more flexibility in their marketing campaigns, including the ability to target audiences among multiple media platforms in a cost-effective manner. They also want more insights into how their advertising drives business outcomes like sales, especially with media budgets being squeezed in the pandemic economy. In this environment, audience targeting […]

 

Younger Viewers Lure More Brands to CNN: WarnerMedia’s Katrina Cukaj

TV viewership this year has surged as people look for news, information and entertainment while being stuck indoors during pandemic lockdowns. That increased interest in late-breaking developments helped to boost viewership of CNN to the best second quarter in its 40-year history, more than doubling total viewers to 1.19 million for the total day. The […]

 

‘We’re Going After Everyone’ with Growth Strategy: Peacock’s Patricia Hadden

Comcast’s NBCUniversal entered the video streaming market with the launch of Peacock, which is now available on multiple platforms to watch on TV and mobile devices. The ad-supported service has a mix of live and on-demand programming including movies, news, sports, reality series and late-night shows for free, and a premium tier with exclusive original […]

 

‘AVOD World Will Be Booming’: Magnite’s Michael Barrett

The growing audience for advertising-based video on demand (AVOD) services like Pluto TV, Roku Channel and Tubi is driving a shift in media spending that’s likely to be long-lasting. More of their video ad inventory will be offered among programmatic platforms that shaped the market for digital display ads in the past decade. Magnite, a […]

 

Viewer Experience Drives Ad Strategy for HBO Max: WarnerMedia’s Joe Hogan

WarnerMedia made a strong push into the streaming video market with launch of HBO Max in May, and plans to introduce an ad-supported version with a lower subscription fee next year. The company is developing a strategy to open up advertising inventory while also being mindful about the viewer experience. “It will be a responsible […]

 

IAB Wraps 1st Virtual NewFronts With Eye Toward Future Growth

The Interactive Advertising Bureau (IAB) is moving into a busy year ahead after wrapping up its NewFronts that were for the first time in a virtual format because of coronavirus pandemic. By bringing buyers and sellers together online, the IAB was able to expand attendance beyond the confines of an event space. Participation in this […]

 

Advertisers Seek Digital Flexibility from Linear TV: WarnerMedia’s Joe Hogan

The growing popularity of digital video is pushing linear TV platforms to innovate by offering greater flexibility to advertisers. That transformation is especially vital as the coronavirus pandemic and economic slowdown lead advertisers and agencies to shift their media-buying strategies. WarnerMedia is restructuring its operations as advertisers demand from linear TV the same kind of […]

 

Getting Ready for Return of Live Sports: Turner’s Frank Wall

Live sports showcase linear TV’s ability to deliver mass awareness for brands, making their absence during the past few months of the coronavirus pandemic even more dramatic for advertisers. With the National Basketball Association and Major League Baseball resuming play this month, sports marketing is poised for a comeback. Frank Wall, senior vice president of […]

 

‘We Need to Prove TV Can Do More’: 605’s Noah Levine

Audience measurement has become more crucial for television networks and their advertisers, which are being lured to spend more on digital outlets including social media and internet search. The coronavirus pandemic has added to these competitive pressures as marketers seek to squeeze the best performance from tighter media budgets. Demonstrating the power of TV advertising […]

 

Pandemic’s Effects on Video Production Are Likely to Last: CNN’s Otto Bell

The coronavirus pandemic has forced marketers and their advertising agencies to react quickly to an unsettled situation that can change each day. These disruptions are likely to have a lasting effect on how ad campaigns are developed and put into the production pipeline. “There will be an emphasis on quick-turn production — producing spots and […]

 

Marketers Seek Ad Flexibility Like Digital Platforms Offer: Omnicom’s Sal Candela

Advertisers are pushing for greater flexibility from their media partners as effects of the coronavirus pandemic on the economy pressures them to be more resourceful with their spending. That dynamic is disrupting this year’s network upfront advertising marketplace, magnifying calls for changes to the way media outlets sell commercial time. The Association of National Advertisers […]

 

Tubi Delivers Audiences Not Reached by Linear TV: Fox’s Marianne Gambelli

Fox Corp. this year bought video streaming service Tubi to expand its reach outside of linear TV, an acquisition that ended up being exceptionally well timed. Millions of people stuck at home during pandemic lockdowns have had more time to watch video on every screen, including advertising-based video on demand (AVOD) services like Tubi. Marianne […]

 

Valuing Older, Higher-Income Households: Discovery’s Jon Steinlauf

Advertisers for years have sought to reach young adults who are in the early stages of forming brand loyalties and setting up their own households. However, they shouldn’t neglect efforts to reach older, higher-income households that will help drive the recovery from this year’s pandemic slowdown. That’s the one of the key messages from Jon […]

 

Streaming Apps Drive Sales Growth During Pandemic: Discovery’s Jon Steinlauf

The coronavirus pandemic led many advertisers to pull back on media spending in the past few months, but broadcasters have found pockets of strength in their streaming media platforms. Discovery forecasts that it will end the second quarter with higher ad sales than a year earlier for its streaming apps, which are a key part […]

 

Linear TV, OTT Can Complement Audience Reach: Disney’s Rita Ferro

Streaming platforms are investing billions of dollars in original programming every year, raising the stakes for linear TV channels that aim to deliver audiences to advertisers. While linear TV has key strengths in sports, news and events, it also has the power to reach audiences with other kinds of original programming. Rita Ferro, president of […]

 

Linear TV Will Be More Data-Driven with Addressable Ads: Matterkind’s Muzzy

Addressable advertising promises to give marketers more focused targeting of audiences while cutting spending on wasted viewer impressions. That data-driven approach requires more insights about consumers and their openness to seeing messages from sponsors. Sean Muzzy, president of North America for addressable advertising company Matterkind, discusses the potential for its audience-based approach in Beet TV’s […]

 

‘We Are Encouraged by the Second Quarter Scatter Market’: NBCU’s Laura Molen

The coronavirus pandemic led some advertisers to exercise options to obtain media placements at lower prices, but the scatter market is recovering as demand bounces back. Marketers seeking measurable business outcomes don’t want to be left behind as many cities and states ease lockdowns, letting brands reconnect with their customers. Laura Molen, president of advertising […]

 
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