Robert Williams

The significant shift in media consumption habits in the past couple of years has compressed the timeline for technological development. As people spend more time with on-demand content from streaming companies, advertisers are seeking ways to improve cross-platform measurement as they shift billions in media spending out of linear television. Streaming services are “pumping out […]

Marketers face growing challenges in reaching target consumers as privacy laws give them more control over their personal information. Amid the gradual disappreance of online tracking cookies, advertisers need scalable technologies to manage data that consumers consent to share while also protecting their privacy. Data clean rooms that allow advertisers and media outlets to match […]

LOS ANGELES – Consumers are spending time with a wider selection of media outlets, challenging advertisers to reach them with omnichannel campaigns. Amid this fragmentation, traditional linear television boasts significant scale for major brands. “Linear still provides massive reach and scale. It provides immediacy when you think of live, linear programming – in particular, sports […]

LOS ANGELES – Advertisers increasingly need a combination of media, data and technology to improve the outcomes of their campaigns. These tools are especially important as the media marketplace grows more fragmented among connected devices and types of content. “We know not all of our clients are going to want the same thing, and typically […]

LOS ANGELES –  The audience growth for ad-supported streaming services is driving more marketers to set aside part of their television media budgets to these newer platforms. Amid that shift, they’re also scrutinizing the content that provides the surrounding context for their advertising campaigns, as they’ve done with traditional linear television. “There’s more attention to […]

The Consumer Electronics Show highlights the innovations that have the potential to transform the way people work, play and otherwise spend their time. The media and marketing industries are undergoing their own technological transformation, but some basic principles still apply. “Brands and media partners are innovating at record speeds, but the one thing that has […]

Marketers find the most success in their advertising campaigns when their messaging is combined with the effective audience targeting. “It’s that perfect merging of art and science, and being able to put together the right creative that’s going to resonate with the audiences,” Brad Stockton, senior vice president of U.S. national video innovation at Dentsu […]

LOS ANGELES – Successful advertising campaigns not only depend on reaching the right audiences at the right time, but also minimizing duplicated reach among different media channels. First-party consumer data can help to be more selective with ad targeting on connected TV platforms. “That data can be used in a variety of different ways — […]

The shift in television viewer habits during the pandemic has pushed advertisers to look for ways to measure audiences more accurately. The demand for demographic metrics that reflect consumer behavior has grown, especially after TV ratings stalwart Nielsen asked the Media Rating Council to temporarily halt the accreditation process in August. “From a demo measurement […]

LOS ANGELES – The term “programmatic advertising” has negative connotations for television networks that don’t want to see the value of their media inventories plunge. They fear the same “race to the bottom” that was seen in the digital display market, where websites could load up their pages with an almost limitless supply of banner […]

Blockchain technology not only is at the heart of cryptocurrencies, but it also supports the burgeoning field of nonfungible tokens (NFTs), the authenticated digital assets that can be bought and sold like other forms of property. While NFTs have been mostly associated with digital art, they also have applications in sports marketing. Turner Sports, a […]

LOS ANGELES – Viewers of streaming services that have commercial breaks are familiar with the phenomenon of seeing the same ad repeated throughout a show. Advertising technology companies are working to prevent these occurrences on connected television (CTV), giving marketers the ability to cap the frequency of their ad placements. “It’s not a difficult problem […]

FreeWheel promoted Mark McKee to general manager to oversee all parts of the advertising technology company, which is a unit of Comcast. In this new role, McKee is in charge of FreeWheel’s sales, product, engineering, operations and support services worldwide, the company announced. He succeeds Dave Clark, who announced his departure after leading FreeWheel since […]

LOS ANGELES – Data clean rooms that allow media buyers and sellers to match their consumer data without directly sharing it with each other are emerging as powerful tools in the advertising market. The technology promises to correlate target audiences with campaign messaging, improving the efficiency of marketing budgets. Disney Advertising Sales is harnessing clean-room […]

LOS ANGELES – Media buyers and sellers fret that intermediaries in the programmatic advertising market are charging excessive fees, resulting in a “tech tax” that drains media budgets. These commissions are likely to fall as ad-tech companies seek greater scale, said Kevin Arrix, senior vice president of Dish Media, at Beet.TV’s Beat Retreat. “The pressure […]

LOS ANGELES – As video game publishers seek more ways to monetize their content, in-game advertising is seen as a source for growth. Because playing video games demands a person’s undivided attention, they can provide brands with a way to raise awareness and recall. Video games are “one of the most scaleable, cinematic, high-quality content […]

LOS ANGELES – Viewers are dividing their time spent with video content among a wider variety of devices and platforms, challenging advertisers to measure reach and frequency more accurately. ViacomCBS supports efforts to create a cross-platform currency for the media marketplace alongside its development of its Vantage platform for advanced advertising. “Optimization, targeting – all […]

LOS ANGELES – Advertisers, marketers and measurement companies agree on the need for a cross-media currency for buying and selling video advertising. However, they’ve been frustrated as the media landscape has grown more fragmented, and walled-garden environments hinder audience measurement. Diana Bernstein, executive vice president and managing director of investment at Havas Media Group, is […]

LOS ANGELES – The growth in e-commerce has spawned a variety of digitally native and direct-to-consumer (DTC) brands. As those marketers grow, they are developing television advertising campaigns to reach a wider group of potential customers. “We’re all customers in the direct-to-consumer space. The idea of going directly to a store is no longer the […]

LOS ANGELES – Marketers have more ways to measure the effectiveness of their advertising campaigns with strategies that consider business outcomes. This transformation is affecting the way agencies work with clients and their media partners. “I would love to be able to spend less of my day thinking about strategic ways to work with the […]