ZAPP360 Acquisition Brings Local Geo-Marketing To Altice a4 Platform

With its recent acquisition of ZAPP360, Altice’s a4 Local Solutions fills the geo-marketing space in its single-platform solution for local advertisers. Active on both the national and local side, a4 regularly confronts the complexities of trying to help local advertisers, who “don’t have a lot of time and don’t have a lot of bandwidth to […]

 

As Interactive Ads Gain Ground, Addressable Needs Uniformity: UM’s Stimmel

Interactive television ads are increasingly providing meaningful engagement for both brands and viewers. “It’s that direct access and ability to understand something in the moment that I think is really interesting,” says Jon Stimmel, Chief Investment Officer at global media and advertising agency UM. What needs more refinement is marketers’ understanding of specific households for […]

 

BrightLine’s Corbelli Handicaps The Jockeying For Advanced TV Supremacy

When Jacqueline Corbelli founded BrightLine in 2003, television was a predictable if restricted experience for viewers, advertisers and content owners. Now, however, “Pandora’s out of the box,” Corbelli says as she observes the titanic machinations of media companies to keep up with contemporary viewing habits. Corbelli puts reasons for all those machinations into three buckets: […]

 

BrightLine’s Aksman On Making Commercials ‘Smarter’, Data Link With Cuebiq

Even as video content providers endeavor to keep up with viewing choices, commercials need to catch up with viewing technology. To do so, they need to get smarter, says BrightLine’s Rob Aksman. “The impetus is on us now to make sure advertising does not fall behind and keeps pace with all the personalization and seamlessness […]

 

BrightLine’s DataCast: Targeted Ads Across The OTT Landscape

Long known for its dynamic ad capabilities, BrightLine decided to add “a data side to the equation” with its DataCast offering in early 2018. The platform was built from scratch to account for core differences between Internet and mobile approaches that do not effectively port to TV, and many premium content providers have since signed […]

 

Hulu Hopes comScore’s Campaign Ratings Quantify Shared Viewing

With 78% of its viewing happening on living room television sets, Hulu has a big stake in solutions like comScore’s soon-to-launch Campaign Ratings tool for measuring de-duplicated, cross-platform audiences. “I would say that there has been a lot of progress” in cross-screen measurement, says Hulu’s Julie DeTraglia. “I will give the industry all of the […]

 

Hulu Expanding Interactive Ads To Augment ‘Purposeful Viewing’

Amid the seemingly unending competitive jostling among its constituent owners, Hulu has kept its focus on one thing: giving advertisers and viewers as many choices as possible. Having rolled out interactive ad units earlier this year that enabled viewers to buy movie tickets with their television remote control, “We’re continuing to push more of that […]