Robert Williams

Marketers next year will keep looking for ways to develop omnichannel media strategies that reach target consumers more efficiently. Advertisers want to move from planning and measurement of siloed media outlets toward a more holistic approach that avoids over-exposing viewers to the same ads too often. “There’s a lot of value for clients in being […]

The advertising marketplace has found multiple applications for artificial intelligence (AI) technology that handles more advanced problem-solving at higher speeds. Those uses include several parts of programmatic marketplace that brings together buyers and sellers of advertising in automated auctions. “Each of these will drive some sort of revenue lift yield, from the perspective of publishers,” […]

Addressable and advanced television advertising that lets marketers reach target audiences with more personalized commercials is on the verge of becoming more mainstream on national TV networks. This convergence of linear and digital media underscores the need for interoperable and transparent ways of doing business. “The TV industry is made up of hundreds, if not […]

First-party data about consumers are much more valuable to marketers as stricter privacy laws in several regions give people more control over how their personal information is shared. Amid the boom in ecommerce, retailers that sell advertising space on their websites are harnessing their first-party data to help marketers improve their targeting. That capability makes […]

Next year will bring more innovation in audience targeting, as artificial intelligence (AI) technology combined with first-party consumer data support programmatic buying among a wider variety of media channels. Advancements in artificial intelligence and machine learning will make the technologies a more central part of reaching consumers among devices including smartphones, tablets and connected TVs. […]

CHICAGO – Smart speakers have a central role in connected homes, letting people use voice commands to control smart appliances, TVs, lighting, video doorbells and security systems. Smart speakers also provide a way for marketers to reach consumers who use the devices to listen to streaming music and podcasts, and to interact directly with brands […]

Television advertising is undergoing a period of significant upheaval as viewers watch their favorite programming on a broader range of devices, including smartphones and TVs connected directly to the internet. Because video is everywhere, advertisers are looking for a way to tell where and when their ads are reaching viewers most effectively — and that’s […]

Addressable advertising is on the cusp transforming national television as a variety of companies and coalitions develop ways for households to see different commercials while watching the same shows. For programmers like Discovery, the continued expansion of addressable advertising builds on its experience with delivering target audiences through linear and digital channels. “We’ve paid close […]

ATLANTA  — Automotive brands are seeing a major shift in radio advertising as the listener experience shift to on-demand streaming platforms. Instead of broadcasting to an entire region, dealerships can target the most likely vehicle buyers based on audience data and boost the performance of their campaigns. “There are key differences today from a broadcast […]

Addressable advertising that lets marketers show different commercials to different households through linear TV is poised to become much more popular as national networks expand their targetable inventories. The development will make traditional TV more like digital channels. “Over the last 18 months, addressable has evolved to be something that buyers both on the agency […]

CHICAGO – Stricter privacy laws are forcing marketers to develop strategies to improve audience targeting by developing sources of first-party data that consumers provide voluntarily. However, consumers want to know the benefits of providing that information, a key step in providing transparency and building trust. “When we talk about leveraging first-party data, we are typically […]

Addressable advertising that lets marketers target households through linear TV will help to enable automated media buying that’s similar to the digital ad marketplace. DISH Media sees the development as an extension of its past experience with programmatic sales for Sling, its over-the-top video service for households that have connected their TVs directly to the […]

LOS ANGELES — Streaming audio is changing the listening experience for everyone with a smartphone and reliable data connection, giving marketers a way to reach audiences in a broader variety of settings. The portability of mobile devices means that people can call up music and podcasts from almost anywhere. “Audio is primary, it’s booming, it’s […]

Addressable advertising that lets marketers target individual households on linear TV will revolutionize the way broadcast networks sell their commercial inventories and fuel higher spending. With TV ratings company Nielsen last month saying it would start measuring addressable ads on a national basis next year, a major barrier to spending growth will recede. “What we […]

ATLANTA – Local news outlets this year have shown their power to reach viewers during times of crisis, as people seek information about that has the biggest effect on their regions. That’s especially true during the pandemic, as various cities and states implement differing policies to halt the spread of COVID-19 based on the most […]

Marketers are seeking to boost the efficiency of their media buying as the economic fallout of the pandemic pressures their advertising budgets. The demand for greater efficiency makes transparency a bigger a priority in ensuring they’re reaching the right audiences with their media buys. “Agencies and marketers are cost-conscious,” Sarah Warner Harms, vice president and […]

Marketers, publishers and advertising technology companies have sought ways to wean themselves off third-party cookies as makers of web browsers, especially Apple and Google, end support for the audience tracking technology. While consumers are mindful of privacy, they’re likely to miss a technology that provides many conveniences for people as they use the internet. “We’ll […]

Pay-per-performance is an idea that’s gaining traction among buyers and sellers of media who increasingly talk about a “common currency” that helps to unify audience valuations for traditional channels like linear television with newer digital platforms. For station owners like Sinclair Broadcast Group, which covers about 40% of U.S. households, a common currency is significant […]

As healthcare advertisers shift their media buying into programmatic channels, they have an opportunity to reach targeted audiences at scale among a wide variety of digital video platforms. Those platforms are working to accommodate those advertisers, including drug makers that are required to provide product claim disclosures in video spots, extending their length. “That gets […]

This year’s elections brought record levels of spending on campaigns, with the Center for Responsive Politics raising its estimates of a final tally to more than $14 billion from $11 billion only a few weeks before. It’s still too early to tell how much of that amount went into television ads, but there’s little doubt […]