Addressable Ads Promise Outcome-Based Metrics: Comscore’s Scott Worthem

National broadcasters increasingly will make more of their advertising inventory addressable, giving marketers a way to show different commercials to different households during the same programming. Instead of being limited to two minutes an hour among multichannel video programming distributors (MVPDs), addressable advertising will become a bigger part of the 14 minutes an hour that […]

 
 

Viewers Seek Instant Gratification from Digital TV: UM Worldwide’s Katey Gault

TORONTO – Television viewing habits have grown to resemble the consumption of digital media as video-on-demand platforms become more popular. Consumer demand for instant gratification in their viewing experience is changing their tolerance for structured commercial breaks. “We’re quickly recognizing that that is not how consumers want to consume content in a digital environment where […]

 
 

Optimization Lets Marketers Look Forward With Ad Spend: Univision’s Dan Aversano

Audience data will play a bigger role in this year’s upfront sales season as TV networks tout their strengths in reaching consumers among a bigger variety of platforms. Ad-based video-on-demand (AVOD) services will be more prominent amid the broad shift to media consumption on connected devices like smart TVs and mobile phones. “The upfront this […]

 
 

Clinical Data Underpin Improvements in Healthcare: Komodo Health’s Lauren Stahl

Among the healthcare industry’s many innovations in improving care is the analysis of data about patient outcomes. Komodo Health has created a “healthcare map” that applies artificial intelligence to track about 325 million U.S. patients to identify unmet needs throughout the healthcare value chain. The goal is to help payers, providers and drug makers in […]

 
 

AVOD Platforms Provide Broad Reach with Less Ad Load: Amplifi’s Cara Lewis

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 […]

 
 

‘Hispanic Market Should Be Foundation in Marketing Plans’: Univision’s Donna Speciale

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 Advertising Is Top Priority for TV: Dish Media’s Kevin Arrix

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 […]

 
 

Ad-Spend Intelligence Gives Our Sales Teams Big Advantage: Fox’s Michael Falco

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 Facebook & Instagram: ‘We’re Driving Commerce Through Our Content’: NBCUniversal’s Evan Moore

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 […]

 
 

‘We’ll Look for Flexibility at Ad Upfronts’: Molson Coors’ Brad Feinberg

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 […]

 
 

‘We’re Unifying into an Omnichannel Ad Platform’: Mediaocean’s Aaron Goldman

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 […]

 
 

‘Cross-Media Measurement Has Potential for Huge Change’: Mastercard’s Ben Jankowski

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 […]

 
 

‘We’re Trying To Be a Unifier’ for Linear, Digital Ads: Comcast Technology Solution’s Richard Nunn

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 […]

 
 

‘There’s a Hunger for Free, Ad-Supported Content’: Tubi’s Natalie Bastian

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 […]

 
 

NBCU Unlocks Its Full Inventory in Designated Local DMA’s with “Spot On,” Powered by FreeWheel

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 […]

 
 

Media Measurement Is Undergoing ‘Radical’ Change: Andy Brown

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 […]

 
 

Marketers Should Prepare for Patchwork of Privacy Laws: DeepIntent’s Yashina Burns

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-First’ Marketing Vital to Engaging Car Buyers: Nissan’s Allyson Witherspoon

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 […]

 
 

Ad-Spend Data Provide Competitive Advantage: Mediabrands’ Chris Herlihey

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 […]

 
 

Data-Driven Strategy Drives Results for Marketers: MediaHub’s Elizabeth Daly

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 […]

 
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