Units Or Impressions, Ads Should Be Planned Holistically: Essence’s Gerber

Just because consumers have lots of video delivery choices—whether it’s VOD or one of several other acronyms—doesn’t mean advertisers should think of those platforms as silos to be filled with ads. They should think holistically when balancing unit-based ads with impression-based ads while working to improve the ad-viewing experience, says Adam Gerber. Everything starts with […]

 
 

Addressable Advertising Through The Lens Of GroupM’s Essence

As the market capabilities for addressable advertising continues to grow, it might best be considered a tactical balancing act whose ultimate utility resides in a perceived value exchange for individual brands. In the right situations, addressable can be “a fantastic tool,” says Adam Gerber of GroupM’s Essence agency. Whether to employ addressable depends on a given […]

 
 

Advanced TV A ‘Spectrum Of Capabilities’ Needing Uniformity: Essence’s Gerber

Defining the term “advanced TV” is complicated, but that’s just a reflection of reality right now. Because it’s going to be awhile before there’s uniformity in understand how people engage with video content and measuring the impact of that engagement, says Adam Gerber. As the President of Global Media for the Essence agency surveys the […]

 
 

Publishers In Balancing Act To Reduce Ad Load, Justify Pricing: Essence’s Gerber

Consumers may be driving the expansion of television viewing options, but publishers still face a balancing act between reducing ad loads and meeting financial goals. Ad buyers, meanwhile, are going to want to see demonstrable results for their investments in return for increased prices due to inventory reductions. “I think it’s a really complicated challenge […]

 
 

Speed Bumps On The Road To Advanced TV: A Beet Retreat Panel With Essence, FreeWheel, one2one Media And Medialink

MIAMI – Structural barriers. Organizational barriers. Silos. All of these play their part in retarding the progress of advanced television for all parties involved. While pursuing these topics can lead to circular conversations—everyone agrees on the need for change but no one thinks it won’t happen soon, if at all—such discussions actually help to clarify […]

 
 

Essence’s Gerber Says SVOD & Middle-Men Worse Than Duopoly

There is no shortage of horror, in digital media circles, that it is big platforms which are gobbling the lion’s share of ad spending. The latest Zenith figures estimate Google and Facebook took 96% of spending outside of China last year. But one of the world’s biggest media-buying agencies says there are bigger problems than […]