Connected TV Will ‘Outpace Market Expectations’: Disney’s Doug Fleming

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 […]

 
 

Cookieless Future Renews Focus on Sustainable Media: MiQ’s Jason Furlano

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 […]

 
 

Cross-Platform Measurement Gains Traction in Canada: SMI’s Darrick Li

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 […]

 
 

Automated Media Sales Are Biggest Priority for Broadcasters: Cox’s Steve Pruett

As millions of households connect their TVs to the internet, the broadcasting industry is undergoing one of the biggest changes in its history. In addition to sending signals through the airwaves and cable systems, they’re also pushing linear TV content through over-the-top (OTT) platforms as traditional broadcasting converges with digital streaming. “We are focused on […]

 
 

The Next Era of Digital Marketing: IBM’s Stipes on AI Advertising

The next frontier in digital advertising will be using technology to predict which marketing messages are most persuasive with consumers and to deliver them at the right time. Artificial intelligence (AI) can help to personalize advertising while also protecting privacy, balancing consumer concerns with the goals of marketers who fret about the loss of third-party […]

 
 

Media Fragmentation Drives Demand for Spend Data: OMG’s Nicolas Grand

LONDON – The growing number of media channels, especially over-the-top platforms that are gaining viewers, has helped to drive demand for data about media spending. Meanwhile, more advertisers are buying media through programmatic platforms despite concerns about transparency. “The biggest challenge is the rapid morphing of all media into the programmatic ecosystem, whether it’s traditional […]

 
 

Measurement Is Key Challenge for Advanced TV Advertising: Merkle’s Andy Fisher

Advanced TV technology continues to evolve as advertisers seek improved ad targeting to reach the growing number of households that are connecting their TVs directly to the internet. Measuring that audience is a priority for media buyers like Andy Fisher, head of Merkury Advanced TV at marketing agency Merkle. In this interview with Beet.TV, Fisher […]

 
 

Convergence Means ‘Best of Both Worlds’ for Linear, Digital: WideOrbit’s Will Offeman

The shift in viewing habits from linear TV to newer digital video platforms has challenged major advertisers to achieve the same kind of reach they could expect in past years. The availability of more data sources about consumers is helping marketers and their media buyers to improve their targeting and avoid duplication among different platforms. […]

 
 

‘OTT Has Taken Center Stage’ for Consumers, Marketers: SpotX’s Sean Buckley

As consumers spend more time with connected devices like smart TVs and mobile phones, advertisers have more ways to reach audiences through over-the-top (OTT) channels. The pandemic led people to spend more time watching streamed video, including platforms that sell ad inventory in pods. “It’s become increasingly clear that OTT has taken center stage both […]

 
 

Healthcare Marketers Have Key Role in Vaccination Effort: DeepIntent’s Chris Paquette

The global pandemic has made people more aware of taking steps to protect their personal health, even as it has challenged healthcare marketers to reach patients and medical professionals. Those marketers have an important role in helping to educate people about the availability of vaccines, and to address concerns about safety. “We have a population […]

 
 

Digital Video Shines Amid Pressures on Media Spending: SMI’s Ben Tatta

The media marketplace has become much more fragmented as media and technology companies launch digital video services to lure viewership on connected devices like smart TVs and mobile phones. As advertisers shift their media spending to those streaming channels, pricing data have become more crucial for a functioning marketplace. “We’re coming out of 2020, where […]

 
 

Programmatic Revenue Grows with CTV Popularity: ViacomCBS’s Leo O’Connor

Advertisers have more ways to buy commercial time as media owners open up their connected TV inventories to automated auctions. ViacomCBS, whose media brands include CBS, MTV, BET, Nickelodeon, Comedy Central and Paramount, has expanded its range of programmatic offerings as ad-serving technology grows more sophisticated. “Programmatic at ViacomCBS right now is a number of […]

 
 

Digital Video Drives Demand for More Linear Targeting: Xandr’s Pete Doe

Television advertisers are seeking the same kind of audience targeting features they’ve grown to expect among digital channels, a demand that will help to support the growth of addressable advertising on national TV. Measuring the effectiveness of those campaigns will be a key part of the next stage of linear TV’s evolution. “A lot of […]

 
 

Physician-Focused Ad Market Is Changing Fast with Programmatic Growth: Klick Health’s Jacob Lustig

Advertisers in the healthcare and drug industries have more tools to reach medical professionals and their patients as the media landscape evolves. Viewers are watching video content on multiple devices, including digital platforms that are selling more of their advertising inventory through automated auctions. “The fastest change in the programmatic space has been on the […]

 
 

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 […]

 
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