Robert Williams

Consumers who connect their TVs directly to the internet are becoming more accessible to marketers through the growing number of ad-based video-on-demand services. AVOD platforms are gaining many viewers that had been lost to the cord-cutting trend, reaching greater scale for major advertisers. Advertisers are “looking for where we can basically scale outside what’s happening […]

Advertisers seeking to reach a high-growth consumer group must have a strategy for the Hispanic market. With Generation Z emerging as the most multiethnic group in U.S. history and the Hispanic population forecast to expand 20% to 74.8 million people this decade, marketers can’t ignore a huge market with growing spending power. “The Hispanic market […]

Addressable television is a key priority for marketers that aim to personalize their advertising among different households that watch the same programming, a new survey suggest. Almost half (46%) of brands and agencies said optimizing emerging channels is their top priority in 2021, according to a survey by Forrester Consulting published today. Dish Media, the […]

Information about media spending provides a roadmap for advertising salespeople looking for an advantage in the marketplace. For Michael Falco, executive vice president of revenue management and strategy at Fox Corp., data about categories of industries have been most important amid the disruptions of the pandemic. “It was such a fluid marketplace, and a lot […]

With e-commerce sales expanding faster than the advertising market, the integration of content and commerce has become a bigger priority for media companies. The pandemic sped up this convergence as consumers shunned brick-and-mortar stores and spent more time shopping from home. NBCUniversal, which today is hosting its One21 event to showcase its One Platform that […]

The upfront advertising sales season this year comes amid the continued disruptions of the pandemic to people’s viewing habits and shopping behaviors. The crisis also has led to concerns about the availability of quality programming as the health crisis creates turmoil for studios and producers. “This year’s upfront is going to look different than it […]

Mediaocean is transforming its advertising software suite for the age of convergence, pulling together its products into a single platform. The move follows the recent integration with 4C, which Mediaocean acquired last year to expand into social media, e-commerce and connected TV advertising. “We are unifying all our products into an omnichannel advertising platform,” Aaron […]

Marketers are harnessing consumer data more than ever to help with their audience targeting, but they also face significant uncertainties as privacy becomes a bigger issue. That challenge becomes greater as advertisers look for ways to hone their targeting in a more fragmented media environment that includes a growing number of streaming video services. Ben […]

DENVER – As television advertising becomes more addressable and its creative becomes more personalized for households, the volume of commercials is expected to grow dramatically in the next few years. That growth will make automation of ad management a necessity for marketers, agencies and media channels. Amid the demand for streamlined work flows, Comcast Technology […]

The growing number of households watching video on connected devices like smart TVs is fueling consumer demand for streaming services. Those viewers have a wider variety of choices, including ad-based video-on-demand (AVOD) platforms like Tubi that are free to watch. The pandemic led to a surge in viewership as consumers looked for ways to keep […]

As cities and states enacted different lockdown policies during the pandemic, advertisers were challenged to customize their messaging for local media markets. At the same time, they were looking for scale within those local markets with their television advertising. “The pandemic reminded everyone that what works in New York might not work in Florida,” Shawn […]

LONDON – The fragmentation of the media marketplace has presented new challenges in measuring how viewers spend their time, and how advertisers should allocate their media spending to reach consumers. The challenge has been magnified with the shift to digital channels that allow for greater customization. “One of the biggest changes I saw really over […]

LOS ANGELES – In the absence of a federal privacy law, U.S. states are in different stages of drafting or approving regulations to give consumers more control over how their data are used. Marketers that collect consumer data need to ensure they’re complying with those regulations to avoid potential fines or other penalties. California last […]

Digital media consumption and online shopping are changing the way the automotive industry thinks about advertising. More consumers are seeking a car-buying experience that resembles the way they buy other products, making digital engagement more crucial. “We’re finally at a place where we’re taking that digital-first approach,” Allyson Witherspoon, U.S. chief marketing officer of Nissan […]

TORONTO – The increased fragmentation of the media marketplace and rapid changes in viewing behavior have made timely data about ad spending and pricing more important. The Canadian media market isn’t any exception, as advertisers and their media agencies seek those timely insights. “We’re always looking for the freshest market intelligence from an ad-spend and […]

Advertisers are harnessing first-party data from consumers to improve their media planning and buying strategies. A data-driven strategy can help marketers to reach goals in driving incremental traffic, acquiring new customers or competitive conquesting. “When we utilize those data-driven tactics, it’s given us a much better understanding of the lower-funnel effect that our No. 1 […]

The convergence of traditional broadcasting and digital technology is transforming the media industry, including local TV stations that carry a mix of network programming and regional news. With advertisers buying media based on viewer impressions, which is common on digital platforms, local stations are shifting from metrics like ratings points. “For a long time, we’ve […]

Consumers are spending more time with streaming channels that carry advertising, giving marketers a way to hone their targeting by harnessing sources of first-party data. Disney aims to help them reach the growing number of consumers who are connecting their TVs to the internet. “You’re going to continue to see the massive growth in connected […]

TORONTO – Real-time data about media spending have become more important to advertisers as they shift their dollars into programmatic platforms to reach consumers. Programmatic marketing firm MiQ, which helps advertisers allocate their spending among demand-side platforms (DSPs),relies on a continuous stream of spending data. “What we do is help unlock some of the insights […]

TORONTO – The Canadian media market is evolving with the greater availability of data about actual media spending that are more accurate than statistical models. That information is needed as consumer habits remain in flux during the coronavirus pandemic. “Canada, I would say, has been a little slower to evolve tracking to become more cross-platform […]