Challenges And Opportunities Of New Ad Formats: A FreeWheel Panel At Cannes

CANNES – Innovative video advertising formats are on the upswing, creating the potential for “new-ad format fatigue” and the measurement challenges that accompany them. But if you can get marketer procurement people on board with the concept, that upswing could broaden considerably. These are among the takeaways from a panel discussion at the 2018 Cannes […]

 

Viacom’s Gordon Promises Panel A New Phase Of OpenAP

It is now over a year since some US TV networks came together to strive for commonality in how they tap the opportunity of advanced TV ad targeting. Now, it seems, they want to kick it up in to the next gear. Last year, Fox, Turner and Viacom teamed to co-found OpenAP, a new consortium to […]

 

Fox’s Marchese To TV Networks: ‘Be Prepared To Work In Chaos’

CANNES – Just because Joe Marchese is probably the most outspoken advocate for reducing video advertising load and giving consumers more choices doesn’t mean he’s naïve about the challenges involved. Give him 20 minutes to explain those hurdles and lunar landings can seem simpler to achieve. Such was the case at the 2018 Cannes Lions […]

 

Nissan’s Witherspoon Drives Cannes FreeWheel Discussion On Television’s Future

CANNES – How does a huge marketer like Nissan convince its procurement people to explore new, non-traditional ways of reaching audiences and measuring those efforts? “We have this kind of internal joke that right now we have more pilots than American Airlines,” is how Allyson Witherspoon, Nissan’s GM for Global Brand Engagement, explained it. At […]

 

Can TV Be A Platform? A Cannes Panel Discusses

It’s no coincidence that TV companies are facing a challenge to retain ad spend migrating to digital ecosystems run by the big native behemoths. Several initiatives and companies are now trying to tackle that problem. But what will it really take for TV to become a “platform”? In this panel discussion moderating by MediaLink’s Matt […]

 

Fox’s Marchese On TV Future: Upfront Will Endure As ‘Dumb’ CPM Evolves

CANNES—Television ratings have been a consistent metric for several decades, despite their limitations. Now that new TV ad formats are emerging, “There’s just no consistency,” according to Joe Marchese. That doesn’t seem about to change anytime soon judging from a one-on-one interview with Marchese, who is President of Advertising Revenue at Fox Networks Group, and […]

 

Cannes Panel Unites OMD, Wavemaker, Nissan, true[X] Execs On Consumer Centricity

CANNES – People in advertising and media disagree about many things, but a more consumer-centric approach to both video content and advertising is a big exception. This was more than evident during a panel discussion at the 2018 Cannes Lions International Festival of Creativity as part of the FreeWheel Forum on the Future of Television. […]

 

FreeWheel Advertisers Seeks To Remedy ‘Labor And Intricacies’ Of Cross-Screen Buys

CANNES – If the powers that be at FreeWheel Advertisers could snap their fingers and make it happen, buying video across platforms would be as simple as buying a spot on traditional television has been for decades. Until then, their vehicle for achieving this goal is the company formerly known as Strata—now FreeWheel Advertisers. “It’s […]

 

TV Ad Load Reduction Could Cause ‘Short-Term Up And Down Pain’: MediaLink’s Spiegel

CANNES – At gatherings like the Cannes Lions International Festival of Creativity, audience segmentation strategies have been been front and center for the past few years. “I think now that a lot of learning discussions have come out we’ve come back to if you do that type of targeting, what are you going to say […]

 

L’Oreal To TV Networks: We Want A Seat At The Ad Formats Table

CANNES – While L’Oreal USA’s Nadine Karp McHugh is happy to hear lots of conversations by television networks about how to improve the viewer advertising experience, she’d like to hear more marketer voices giving their input. “I think that’s really important to solve for. But they should start with not only the consumers but also […]

 

On The Heels Of Cannes, true[X] Strikes A Deal With Essence

CANNES – Two highlights at the 2018 Cannes Lions International Festival of Creativity for true[X] President Pooja Midha are some “very promising conversations” about the company’s engagement ad formats and positive response to measuring brand lift. “People really appreciate that the engagement ad format, which is the core of our business, has the power and […]

 

Digital And Linear No Longer Two Separate Worlds: Wavemaker’s Richman

CANNES – Like many industry executives, Amanda Richman applauds the “shared sense of purpose” among parties looking to advance measurement capabilities and experiment with new ad formats instead of “letting those conversations sit at a committee level.” When she eyes the video landscape, Richman sees it evolving toward the opportunity for more precision targeting without […]

 

Video Needs More Consumer-Relevant Ad Formats: Nissan’s Witherspoon

CANNES — Why broadly advertise convertibles to everyone in Russia when you can now target potential buyers by vehicle segment? “The thing that’s really exciting me right now is actually being able to create more relevant one-to-one communications with consumers,” says Allyson Witherspoon, Nissan Motor Corp.’s GM, Global Brand Engagement. “We have so much available […]

 

In A Cross-Platform World, You Need A Host Of Partners: NBCU’s Colella

CANNES – In the modern-day television business, you can’t have too many partners to meet the growing demands of both viewers and advertisers. This is particularly true in the attribution space. “We understand that brands are going to demand their own special measurement. It’s not our place to determine exactly who they should use,” says […]

 

OMD’s Osborn: Experiences Should Outweigh Formats For Video Ads

CANNES – Innovative video ad formats like Fox’s JAZ pods and NBC’s Prime Pods are a welcome change in the drive to improve viewing experiences, but to OMD’s John Osborn it’s all about experiences. “It think for us, we need to shift the conversation from formats to experiences. And I think that represents a really […]

 

FreeWheel Extends OTT Measurement with Nielsen

FreeWheel announced that it will expand its measurement capabilities to over-the-top and set-top box video on-demand inventory, after a partnership with Nielsen. In this video interview with Beet.TV, FreeWheel general manager David Clark says the deal will help ad buyers get better incremental reach, including to light TV viewers. The partnership will expand measurement to over-the-top […]