CES 2026
Swoop’s Kurt Robinson: TV Must ‘Stay The Backbone’ as Pharma Embraces New Delivery Mechanisms
LAS VEGAS — Pharmaceutical advertising has been the backbone of TV ad strategies since the inception of the medium. But maintaining that central role requires embracing new delivery platforms including YouTube and connected TV as consumer viewing behavior shifts. “It’s about staying the backbone [of TV],” Kurt Robinson, evp, business development at Swoop, told Beet.TV […]
Icon International’s Reid Steinberg: Principal-Based Buying Shifts Media From ‘Expense Item’ To ‘Profit Maker’
LAS VEGAS — Principal-based media buying can best be seen as a not just an update of traditional “media barter” arrangements, but as a way to solve the problems associated with that old form of agency/publisher deals. As Incon International’s Reid Steinberg notes, principal-based buys can help advertisers unlock additional budgetary spending. On top of […]
NBCUniversal Launches ‘LIVE Total Impact’ Tool to Extend Tentpole Event Engagement
NBCUniversal today announced a suite of new cross-platform data and technology products that promises to enhance the consumer experience and prove real-time impact for advertisers. Chief among NBCU’s solutions was the introduction of LIVE Total Impact, which the media giant is billing as industry’s first cross-platform tool designed to leverage real-time viewership of live tentpole […]