From Facebook To Television With DTC Retailer Touch Of Modern

Having started with Facebook as its primary advertising platform, online retailer Touch of Modern tried television a couple of years ago. “And it quickly became actually the majority of our marketing spend,” says Co-Founder & CEO Jerry Hum. Touch of Modern, whose app and website cater to millennial males, started business in 2012 as the […]

 
 

Horizon Next’s Turner On Connecting, Balancing TV Environments

It’s not just so-called direct-to-consumer brands that are trying to bring “daily rigor and accountability to video.” Effectively connecting different television environments is a common goal across the spectrum of advertisers, says EVP and Chief of the Horizon Next direct-marketing agency Gene Turner. “For most of the DTC brands and even the performance brands that […]

 
 

Comcast, Charter & Cox Want TV Industry To Unite For Addressable Ads

CANNES—Comcast, Charter Communications and Cox Communications have launched an industry initiative called On Addressability with the goal of uniting television distributors behind addressable advertising. “It’s a call to action,” says Comcast Cable’s President of Advertising, Marcien Jenckes. “It’s really about initiating a process this year that’s going to scale addressability across television,” Jenckes adds in […]

 
 

NCC Media Creating National Addressable ‘Hub’ For TV Networks: Spectrum’s Kline

NCC Media is “working fast and furious” on becoming the hub for television networks to make their national advertising time addressable, says David Kline, who is President of Spectrum Reach and EVP of Charter Communications. “We are aggregating all our addressability, not just for the two minutes an hour we sell to our local national […]

 
 

Xandr: A 12-Month ‘Whirldwind’ Recap From CMO McDonald

CANNES—A year ago at the Cannes Lions, AT&T provided a sneak peak of its future with a tease banner outside the Carlton Hotel that would presage the launch of Xandr, formerly AT&T Advertising & Analytics. “It’s been quite a whirlwind year since Cannes 2018,” says Xandr Chief Marketing Officer Kirk McDonald. What followed was Xandr’s […]

 
 

Procter & Gamble’s New Partnerships: Merging Advertising With Other Creative Worlds

CANNES–Procter & Gamble’s first-ever P&G LifeLab installation at the Cannes Lions International Festival of Creativity is part of the company’s effort to “reimagine creativity to reinvent advertising” through a variety of new creative and technology partnerships. “We’ve been focusing on reinventing brand building for the past couple of years, a lot on media, a lot […]

 
 

Touch Of Modern’s Hum On The Importance Of TV Attribution

Touch of Modern Co-Founder & CEO Jerry Hum’s advice for direct-to-consumer brands is quite simple. He recommends having a diversified marketing portfolio and, if a company’s just spending on digital media, “definitely look at TV.” Performance has always been a priority for the retailer geared to millennial men “because we grew up in the digital […]

 
 

FreeWheel’s Marcus: How Smart TV’s Complement Cable Box Viewing Data

When you co-mingle television-viewing data from set-top cable boxes with data from smart TV’s, you get closer to tracking fragmented consumption. But what complicates measurement of IP-delivered video content is an understanding of what IP-connected devices are actually associated with people in a given household. That’s a person-level frontier that FreeWheel plans to tackle, according […]

 
 

Comcast Spotlight Goes Down The Funnel For TV Attribution With TVSquared

A little over a year ago, Comcast Spotlight decided to assemble a measurement team to prove that linear television works beyond just upper-funnel performance metrics. The ad sales division partnered with TVSquared on a mission that is intended to extend to VOD and IP-delivered TV. “We absolutely know that we have to get beyond the […]

 
 

NCC Media’s Ivins On Real-Time Campaign Measurement, Attribution Partners

As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control. “I think we’ll get to the day where it’s always on, real-time measurement,” says Bob Ivins, Chief Data Officer of NCC Media. Not that long ago, MMM […]

 
 

Extreme Reach Extends AdBridge Platform To Media Sellers

Extreme Reach’s creative management platform AdBridge was originally intended to help creative “move at the same speed as media” for advertisers. Now it’s being extended to simplify distribution for media sellers. “What we’ve discovered and what some of our receiving partners have come to us with is their issues have gotten more complicated. They have […]

 
 

Tracking Incremental Reach Expands With ACR Data: FreeWheel’s Wallach

FreeWheel’s already formidable footprint in tracking video viewing across screens got a boost when it began to factor in smart-TV data from Inscape. And with TVSquared as a partner, campaign attribution and optimization can happen much sooner than has traditionally been the case. “From a measurement perspective and understanding viewership and consumption, we are partnering […]

 
 

EY’s Balis Reflects On Unification Versus Competition, Changing TV Landscape

In the general quest for more advanced advertising resources, the overarching conversation is about “unification and interoperability” across the industry. Underneath is the day-to-day reality of competition among a variety of players with different business models. “I think we’ve got a lot of bets in motion right now,” says Janet Balis, Global Advisory Leader, Media […]

 
 

Innovid’s Netter On Advanced TV, Coalescing Industry Leaders At Cannes

Sometimes you have to push the envelope and concentrate on innovating, other times listening to the market is more of a priority. For the fast-growing Innovid, right now it’s time for the latter six years after releasing its first connected-TV product. Having helped to create Innovid 11 years ago to transform video experiences on the […]

 
 

Comcast’s Zapata: Data-Driven Outperforms Constricted TV Buys

Advertisers need to open up a bit on the way they’ve been buying television so as to best maximize their campaigns, says Comcast Spotlight’s Andrea Zapata. “For us what we’ve learned is that our clients are traditionally buying us still in ways that they’ve been doing for years,” says the VP of Research & Insights […]

 
 

Nielsen Prepping Platform For Addressable TV, Ad Decisioning

Having bulked up on assets in the smart-TV space, Nielsen is targeting next year for the launch of a platform that will help scale addressable television advertising. Key to the effort will be executing ad replacement and decisioning. One of Nielsen’s most recent acquisitions was of Sorenson Media. The company now has technical underpinnings of […]

 
 

Vevo’s McGurn: After Shift In Distribution, Video Ad Inventory Expected To Sell Out In UpFront

About a year after sunsetting its own apps in favor of distribution via YouTube and virtual MVPD’s, Vevo expects to sell out “a nine-figure body” of music video advertising inventory in the UpFront. It’s part of Vevo’s plan for “returning music television to the living room,” says Kevin McGurn, President of Sales & Distribution. In […]

 
 

Shaped By DTC Brands, Ecosystem Embraces Television Ad Attribution: TVSquared’s Smeaton

When Calum Smeaton set out in 2012 to explore the nascent exercise of television advertising attribution, early clients were direct-to-consumer brands. Since then, other brands, agencies and media sellers/distributors have adopted the CEO & Founder of TVSquared’s vision, to the tune of 770 brands, agencies and networks in 70+ countries. In 2013 and 2014, direct-to-consumer […]

 
 

true[X] Extending Uplift Measurement To CTV, Publishing Partners: CEO Midha

Engagement-ad format pioneer true[X] continues to focus on brand lift as “the leading indicator of conversion” as it expands into connected TV and offers its measurement technology to publishing partners. “Today we’re actually able to measure brand lift in near real time across the true[X] network on CTV, desktop, mobile for every campaign that we […]

 
 

Brands, New Awards, CMO Growth Council: Cannes Lions Chairman Thomas Previews 2019 Festival

With a host of brands seeking to unlock growth through creativity, two new awards and a new initiative called Connect, Learn, Experience (CLX), the Cannes Lions International Festival of Creativity “will be a little bit busier and a little bit bigger than last year,” says Chairman Philip Thomas. Although Cannes Lions started in 1954, it […]

 
1 2 3 4 64