Initiative’s Gilbert: As Live Content Grows, Digital Mirrors Linear TV

Premium content, a multitude of new partnerships and how brands can create authentic resonance with consumers are the “common threads and themes” that Initiative’s Adam Gilbert takes away from the Digital Content NewFronts 2018. He also traces the arc of a digital content ecosystem that is in a sort of “retrograde” phase as live content […]

 

Comedy, Live Content Are Opportunities And Pitfalls For Brands: Initiative’s Kozo

Here’s a useful tip for anyone wanting to pitch something to Initiative’s Amber Kozo: Try humor. It certainly worked for Meredith Corporation at the recently completed Digital Content NewFronts 2018. Meredith used its NewFronts presentation to announce additions to its over-the-top PeopleTV service, including “Chatter,” a live talk show hosted by actress Rosie Diaz that […]

 

NBCU In OpenAP Means More Scale, Standardization: Initiative’s Bosetti

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 […]

 

The Pros And Cons Of Upfront TV Ad Sales: Initiative’s Bosetti

We are right in the middle of the upfronts, the spring season in which TV networks and publishers tout their upcoming content roster to secure upfront committed advertiser spend. But what do brands get out of the upfronts? One woman who guides advertisers through their upfront buying strategy says there are both pros and cons involved […]

 

Brands Should Define Goals Before Content: IPG’s Power

At this point, many brands will have heard enough about the “branded content” craze that they might seek out a “native” campaign. But decisions about which campaign tactics are used are best left to agencies, says one agency division exec. “Clients want to tell brand stories – they’re more open to us helping them figure […]