Horizon’s Campanelli Wants Guaranteed Ad Results

David Campanelli,  EVP at Horizon Media, the largest independent advertising agency,is one of the ad buyers beckoning the industry away from its traditional methods of proving efficacy, toward a future in which ad exposure can be linked to eventual consumer outcomes – and priced accordingly. Many third-party ad vendors have been moving in the same […]

 
 

Horizon Media’s Capelan Wants More Premium From SSPs

Can you combine the open programmatic landscape with the most premium ad inventory around? When it first reared its head, the automated ad trading model was more commonly thought of as a way to sell unsold inventory. Now that has changed, with new technologies offering ad buyers the ability to sell automatically from a smaller […]

 
 

TEGNA’s Daigle Explains Data And Analytics Partnership With Alphonso

TEGNA’s new partnership with Alphonso  provides advertising campaign attribution across linear television and OTT “in one fell swoop” and enhances the local station group owner’s consultative sales approach, says VP of Sales Intelligence Jessica Daigle. “We’ve entered into a new era where people are not buying platforms. It’s not just TV is the only game […]

 
 

Balancing Ad Investments, Frequency Across Linear & OTT: Horizon’s Samantha Rose

Managing advertiser’s television spending and ad frequency at the same time in the OTT world is still quite complicated. “It is very disparate and there are a lot of different options. We’re not looking at a singular GRP anymore,” says Horizon Media’s Samantha Rose. Despite early skepticism about the potential for ad-supported OTT services, they […]

 
 

Horizon’s McElhinney Explains The Need For Deterministic ID’s

Amid the push for more performance-based advertising campaign outcomes from deterministic consumer identities, Horizon Media is building its own identity solution. “With the help of our partners, we can now attach that ID to build the deterministic ID. That’s going to allow us to advertise more one to one and get more toward people based […]

 
 

Addressable Will Be A ‘Critical Complement’ To Broad-Reach TV: Horizon’s Campanelli

SANTA BARBARA, CA – The biggest play for AT&T’s new Xandr unit is the marriage of high-quality content with technology and its satellite delivery system for addressable television, according to Horizon Media’s Dave Campanelli. “Theoretically, they are the first ones to put it together,” says Campanelli, who is EVP, Co-Chief Investment Officer for the media […]

 
 

How Horizon Leverages Addressable TV For Entertainment Clients

One of the easier sells when it comes to addressable television advertising is the entertainment category, where advanced targeting can give a major boost to tune-in messaging. “I think it is something that we feel is a pretty integral part of the buy. We’re beyond trying to extol the virtues of addressable. It’s a base […]

 
 

Having Built Horizon On Integration, Koenigsberg Wants Even More

CANNES – It’s a particularly complicated and challenging time for agencies and their marketer clients. This is why Horizon Media’s Bill Koenigsberg tries to keep things simple. Clients want transparency, speed to market, integration “and they want you dealing with business outcomes,” the President, CEO & Founder of Horizon says in this interview at the […]

 
 

Horizon’s Koenigsberg Surveys The Battle For Talent & the Future Of Digital Giants

MIAMI-Since Bill Koenigsberg founded Horizon Media nearly 30 years ago, he has opted for integrated services and independence over holding companies and their assorted offerings. And while he sees his media agency as a speedboat amid aircraft carriers, all vessels are fighting an uphill battle with the likes of Facebook and Google to attract and […]

 
 

Major Agencies Will Collectively Monitor Brand Safety with “Advertiser Protection Bureau”

MIAMI-A group of 4A’s member agencies is banding together under the aegis of the organization’s new Advertiser Protection Bureau (APB) to collectively monitor the environments in which their clients’ advertisements appear. The APB establishes a process in which risky environments are flagged and then investigated by agency-client teams. Announced today at the 4A’s Accelerate conference, […]

 
 

Horizon Media Tests ‘Advanced TV’ Ad Targeting: Campanelli

AUSTIN — Media agency Horizon Media doesn’t think true programmatic ad buying is coming to television any time soon – but that isn’t stopping it from trying out some of programmatic’s techniques to understand ad targeting better nevertheless. Horizon Media national TV SVP David Campanelli tells Beet.TV the company is using ad tech vendor Rovi’s Ad […]

 
 

Horizon CEO Koenigsberg on the Transformation of the Media Agency

AUSTIN — The new media agency of the future needs a “white canvas mindset” says Bill Koenigsberg, President and CEO of Horizon Media, in this interview with Beet.TV. “With the way the world is changing so fast, each day you need to come in and paint a new picture. You have to keep painting to […]

 
 

Horizon Media Plants Its Stake in Programmatic via Partnerships

Horizon Media has inked a number of partnerships that will help it expand further into programmatic video and buying, says Donnie Williams, Chief Digital Officer at Horizon Media, in an interview with Beet.TV. Last month, the agency struck a deal with ad tech platform i.Predictus, a demand-side platform for TV advertisers. Access to the data i.Predictus […]

 
 

Cross-Platform Usage Additive for Brands, Says Horizon’s Marson

NEW YORK —  Cross-platform marketing can play a huge role in amplifying a marketing message, said John Marson, VP, director of Resource Development at Horizon Media during an interview with Beet.TV. In a study Horizon conducted with its Crown Imports client and ESPN, the agency found that about 75% of screen usage was across more than […]

 
 

Horizon’s Digital Chief More Likely To Buy Programmatic Ads

NEW YORK — How should media agencies weigh up buying video ads through programmatic platforms versus conventional video ad networks. The US’ largest independent, Horizon Media, tells Beet.TV’s Video Ad Effectiveness Summit networks can be effective but used sporadically. “They’re delivering a tremendous amount of value but, from a buyer’s standpoint, it’s a bit tactical,” […]