Ad Serving is the Foundation of a CTV Tech Stack: Publica’s Ben Antier

The television advertising marketplace is undergoing a major shift as marketers seek to reach audiences who are watching more video on internet-connected devices. The digital transformation makes ad servers a fundamental part of the way video publishers help those marketers get seen by viewers. “For publishers, ad serving is the foundation of a tech stack. […]

 

CTV Offers More Data Insights for Marketers: Cadillac CMO Melissa Grady

Millions of U.S. households are hooking up their TVs directly to the internet, opening a pathway for advertisers to reach them through the growing number of video streaming services. As consumers split their viewing time among those digital channels and more traditional linear TV, marketers are adapting their media strategies to reach them. Cadillac, the […]

 

Streaming Complements Linear TV to Engage Sports Fans: Disney’s Danielle Brown

The absence of live sports during the onset of the pandemic challenged sports leagues and broadcasters to provide programming that partly filled the void. For Disney’s ESPN, that meant getting creative with its approach to providing everything from documentaries like “The Last Dance” about NBA legend Michael Jordan and the Chicago Bulls to reformatting events […]

 

CTV Shows Key Advantage with Data-Driven Ads: NBCUniversal’s Mike Reidy

Audiences can access a wider variety of content on digital platforms and gain more control over the viewing experience as they connect their TVs directly to the internet. That change in viewing habits creates a win-win situation for viewers and the marketers that seek to reach them. “For viewers right now, it’s the Golden Age […]

 

Virtual Signage Raised Visibility on TV Sports During the Pandemic

PHILADELPHIA – The absence of fan attendance at sporting events for most of last year led advertisers, broadcasters and teams to develop other ways to reach fans who were stuck at home. Virtual signage that was only visible to TV viewers became more prominent as marketers shifted some spending away from in-stadium campaigns. “We’ve spent […]

 

Younger Sports Fans Want More Control of Viewing: Amplifi’s Mike Law

Sports fans will find a way to watch their favorite players and teams, giving advertisers a way to participate in programming among a wider variety of devices. Amid the fragmentation of the media market, audience-based targeting is central to reaching those fans, especially younger consumers. “Whatever you’re a fan of today, you can find that […]

 

Sports Are Key Part of ‘Always-On’ Marketing: Rocket Mortgage CMO Casey Hurbis

DETROIT – Live sports are a key part of Rocket Mortgage’s strategy to reach a broad group of consumers, whether they’re looking to buy their first home or refinance an existing loan. The lender is active in its sports marketing programs throughout the year, and quickly revamped its plans as the pandemic led to the […]

 

Digital Audio Drives Ad Growth for Radio Broadcasters: WideOrbit’s John Morris

The growing audience for advertising-supported streaming audio is driving a shift in media spending as marketers seek to reach listeners of music and podcast programming. The portability of smartphones and the popularity of unlimited mobile data plans help to reach consumers wherever they are, while smart speaker ownership is rising among connected households. “I’ve been […]

 

Audience-Based Targeting Provides More Flexibility to Reach Sports Fans: Effectv’s Melanie Hamilton

The temporary suspension of live sports last year dramatized the importance of audience-based targeting for advertisers. As sports leagues resumed operations without fans attending games during the pandemic, viewership jumped in the second half of the year and marketers sought to reach them more effectively. “There became huge pent-up demand for these loyal sports viewers,” […]

 

Sports Is Still ‘Appointment TV’ Amid Shift in Viewing Habits: Horizon’s Adam Schwartz

The new year shows signs of bringing back more traditional scheduling of live sports, though the Summer Olympics is still uncertain amid the global pandemic. A “new normal” in viewing habits is emerging, challenging sports leagues, advertisers and broadcasters to adapt to disruptions that started last year. “There were a lot of unknowns from the […]

 

Digital Experiences Enrich Sports Viewing: VAB’s Jason Wiese

As the biggest screen in the house, television serves as the main way that most sports fans watch live games, but ancillary digital content can’t be ignored. Younger consumers are ready to engage with sports, using social media as a platform to gather with other fans and to see highlight clips. With sports fans spending […]

 

Branded Content, Consumer Insights Underpin Sports Strategy: Turner’s Tina Shah

Bringing live sports back to television last year was a herculean effort that challenged broadcasters, sports leagues and advertisers to pivot quickly to engage with fans. Turner Sports, the division of AT&T’s WarnerMedia whose network brands include TBS, TNT, TruTV and AT&T SportsNet, pushed through the pandemic’s disruptions as a major provider of sports entertainment. […]

 

‘No Going Back’ to Content-First Targeting in Sports: Effectv’s James Rooke

Sports programming is an important anchor for advertisers in reaching audiences, not only when fans watch their favorite teams, but also when they consume other kinds of content. Reaching them takes an audience-based approach — and that become much more apparent last year when the pandemic capsized the sports calendar. “What we’ve found is that […]

 

Innovation, Diverse Content Support Growth of Streaming Audio Ads: TargetSpot’s Dominick Milano

The streaming audio market is growing as consumers spend more time listening to music and podcasts from on-demand platforms. Technological innovation also is putting audio advertising into mobile games, making them less intrusive than that video or display ads that can be a turnoff to gamers. “Audio is a market that has been exploding, in […]

 

Sports Marketers Raised Bar on Creativity, Innovation in 2020: Omnicom’s Tom McGovern

Brands seeking to reach a mass audience will keep partnering with broadcasters that offer unrivaled reach amid the fragmentation of media channels. The Summer Olympics in Tokyo, which were delayed by a year because of the pandemic, will showcase the power of live sports to drive viewership. “The bulk of that consumption is going to […]

 

Convergence of Linear TV, Digital Video Is Key Goal: Xandr’s Christina Beaumier

The shift in viewing habits from linear TV to newer digital video platforms comes as advertisers seek a more unified approach to their media buying. The pandemic sped up that change in viewing habits, making it more imperative for advertisers to better understand the best ways to reach unduplicated audiences. “When we think about the […]

 

Sports Sponsors Can Thrive in Hybrid Media World: Nielsen’s Jon Stainer

Sports viewership just went through one of the most volatile periods in recent memory, with the pandemic having a significant effect on sports leagues and consumer behavior. Amid limitations on fan attendance, sports entertainment became a more virtual experience that’s likely to have a lasting effect on reaching younger consumers. The National Basketball Association, National […]

 

‘People Need Sports the Most’: NBC’s Dan Lovinger

“Necessity is the mother of invention” is an enduring phrase with special meaning for broadcasters of live sports during the coronavirus pandemic. The health crisis forced sports leagues, their sponsors and their broadcast partners to come up with new ways to work together as fans hungered for live entertainment. “History proves that people need sports […]

 

New Year Brings Time to Reflect on Innovation: TrueCar’s Beth Mach

The pandemic has been a catalyst for innovation as businesses find new ways of doing things to help customers, many of whom are stuck at home and rely more than ever on digital connections with the outside world. Creating a positive customer experience (CX) in a website or mobile app is crucial when consumers are […]

 

‘Convergence Is a Real Thing Right Now,” Xandr’s Jason Burke

BOSTON – The convergence of traditional linear TV and digital video has accelerated as more households connect their TVs directly to the internet. The shift has created more opportunities for advertisers to improve their targeting by harnessing consumer data. “In recent years, there have been certain concepts that have come to TV in terms of […]

 
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