Aaron Sobol

How does one of the world’s largest brand groups approach marketing opportunities when all around is changing? Unilever finds itself at the apex of a changing media environment, a commerce media explosion and a fundamental shift in the shape of television as a medium – oh, and the world’s biggest sporting event. Aaron Sobol, head […]

CANNES – The days of running a successful media campaign with just a few creative assets are over, according to Aaron Sobol, Unilever’s head of North American Media Investment and Data Governance. “It might’ve been the case a few years ago that you could have a decently performing media campaign with a few assets, but […]

Connected television has undergone significant transformation in the past couple of years, with evolving capabilities and offerings that continue to reshape the digital advertising landscape. As the medium matures, industry leaders see vast potential in its continued evolution. “CTV starts when you turn on the glass,” Aaron Sobol, head of North America media investment and […]

CANNES — Connected TV advertising is maturing but still faces hurdles in scaling innovations across platforms. Panelists highlighted the need for more standardization to enable advertisers to deploy new ad formats broadly. While CTV offers improved targeting and engagement compared to linear TV, fragmentation remains an obstacle. Brands are pushing for faster development of capabilities that […]

CANNES — Retail media spending is surging, as more ad buyers turn on to the idea of being seen where commerce happens. But how exactly are the world’s leading CPG companies thinking about retail media when it comes to connected TV (CTV)? In this video interview with Beet.TV, Aaron Sobol, Head of US Media Investment & Partnerships […]

MARCO ISLAND, FL — One of the world’s biggest consumer goods companies, one with a rich heritage in TV brand-building, is getting excited about the capabilities and tricks of the new, internet-powered TV. With brands like Persil and Cif, Unilever is a big media spender. In this video interview with Beet.TV at the IAB’s Annual […]