At the Digital Content NewFronts, which began on April 30, big digital publishers are pitching ad agencies on how their upcoming content rosters can provide a space for advanced-booked advertising. But which space that is, exactly, and how big it might be, is now open to question. For PHD Media chief operating officer Stacy DeRiso, 2018's NewFronts are happening at a time [...]

When Digitas helped launch the Digital Content NewFronts 11 years ago, the message to advertisers was simple: pay more attention to what’s happening in digital. In keeping with the turbulent times, the agency’s 2018 NewFronts event is titled The #Boycott NewFront. “At the end of the day, we’re not saying to brands ‘you have to jump in and pick sides in [...]

What’s the difference between someone perusing social media content and navigating one of Meredith Corporation’s digital assets? “When people come to us, they come with purpose and intent,” says Matt Minoff, the publishing giant’s Chief Digital Officer. “When I’m on Facebook, I’m in browse mode. I’m scrolling through a feed and I’m looking for things that capture my attention. When you’re [...]

What do you do when you’re the “800-pound gorilla” aggregating advertising inventory from some 200 MVPD partners? In the case of Cadent, you extend your reach to local television broadcasters to become a one-stop shop. As advertisers increasingly seek better audience targeting and efficiency, “The marketplace has kind of come our way,” says the company’s President of Advertising Sales, Jim Tricarico. Less [...]

Even though some advertisers don’t need to be “very niche targeted,” data plays a role in all brand messaging. What’s common across the board is that “Every part of advertising is about performance at the end of the day,” says Christine Peterson, Managing Partner, Digital Investment Lead, Mindshare. “It’s just what do you use as the measuring stick? In the digital [...]

The two companies may be at the center of the current swirl of media consolidation chatter, but that hasn't stopped them making a tie-up of their own in the meantime. This week, Comcast saw its FreeWheel video ad-tech unit partner with Viacom to improve the future of advanced TV ad advertising. That adds Viacom to a FreeWheel client list that includes 90% [...]

Heading into this year’s television Upfronts, advanced TV targeting will become a bigger part of conversations between buyers and sellers, as it will a year from now. “A corollary to that is so will addressable,” says Nick Troiano. “We have knowledge and capabilities to essentially put dollars to work over three-, six-, twelve-month campaigns like we do in Upfronts,” the CEO [...]

As media companies, Meredith and Bloomberg may seem to have little in common. But the lifestyle publisher has just taken a leaf out of the business network's playbook - by launching a new streaming video partnership on Twitter. At the same time as turning its PeopleTV in to a full24-hour linear TV channel through FuboTV, Meredith is also carving out a [...]

Header bidding, the technology tactic through which publishers can entertain multiple bids for ad inventory simultaneously in order to maximize the chance of higher bid prices, has grown in momentum over the last couple of years. But Criteo didn't anticipate this kind of demand. When the ad-tech company launched Criteo Direct Bidder, one of its header products, 12 months ago, the company's global [...]

There is plenty of numbers associated with Meredith Corporation’s $2.8 billion acquisition of Time Inc., but here’s perhaps the most salient: Meredith’s audience represents two of every three dollars that are spent in virtually every key consumer category. Leading up to the 2018 Digital Content NewFronts, “We offer an unparalleled combination of things no one else has,” says Jon Werther, President [...]

Beef jerky is a good example of products not suited to broad-based television advertising, which is why the family owned Jack Link’s brand opts for more precise audience targeting. “For us, it goes back to the simplicity of understanding the consumers really well,” says the company’s VP of Brand Marketing, Tim Goldsmid. “As a small advertiser company, we have to do [...]

If, in a few years' time, there is a book called "Who Killed The Ad Agency?", rival direct-buying platforms, the ad fraud scandal and decades-old pricing structures are likely to have significant chapters. In recent months, many agency holding groups have reported revenue trending down and share prices have fallen, after challenges including the rise of brands buying direct from online [...]

The upfronts, the season in which US TV companies tout their upcoming roster to advertisers, is now in full-swing. But do things look any different this year from previous years? One key question on everyone's lips, according to one ad-tech exec: "Will audience-based and cross-screen transactions become a key part of how the upfront negotiations work?" That is according to VideoAmp chief [...]

With advertisers still in the “test and learn phase” with advanced targeting of television audiences, NBCUniversal joining the OpenAP consortium "will really move OpenAP’s momentum forward towards a more usable tool that advertisers will want a part of,” says Julie Anson, Associate Director, Partner Innovation, Advanced TV MAGNA Global. Currently on the sell-side, there’s too much fragmentation “and a lot of [...]

Over the last year, some of the big national US TV networks have been rolling out advanced advertising capabilities allowing advertisers to plan a more targeted campaign, and measure the cross-screen effects. But the local market doesn't have to be left on the sidelines, says one ad-tech provider. Alphonso‘s offering brings the ability to retarget consumers with ads on digital devices based [...]

Even as the availability of addressable television advertising continues to grow, delivering more precise audience targeting, it will likely always be a complement to traditional mass advertising efforts. In the meantime, it’s bringing TV to brands with targets heretofore too small for spending on the medium and providing valuable targeting insights, according to Lyle Schwartz, Chief Investment Officer at GroupM [...]

MIAMI-While advertisers’ first-party data is very powerful at helping them connect with consumers, it must be structured in an optimal way so as to be matched with other data to achieve scale, according to George Musi, Publicis media agency Blue 449’s EVP, Chief Data, Analytics & Insights Officer. By itself, “First-party data, although powerful, it limits scale, and if you can’t [...]

NBCUniversal’s decision to join the OpenAP audience-targeting consortium one year after its creation is a positive move that “gives us even more scale to buy and transact on from an audience standpoint,” says Maureen Bosetti, Chief Partnerships Officer at Initiative, IPG's global communications agency. “Certainly the more partners that join OpenAP the more it allows us to really have that standardization [...]

Although it can be “very overwhelming” for brands to rationalize multiple audience segments and customized creative iterations, doing so can unlock sales growth and lower the cost of customer acquisition. “To serve one set of content or one-size-fits-all approach just doesn’t work anymore and it’s very wasteful,” says Rick Acampora, Chief Operating Officer at Wavemaker US. “If somebody really doesn’t have [...]

Reflecting on  the annual Upfronts and NewFronts, Dentsu Aegis Network’s Matt Seiler loves  the plethora of television content choices. “That we’re still talking about Upfronts and NewFronts and so on cracks me up, but whatever. Be that as it may, they continue,” says the President of Brand Solutions for the global network. “I think what’s most exciting, and this might sound [...]