Fox’s Marchese To TV Networks: ‘Be Prepared To Work In Chaos’

CANNES – Just because Joe Marchese is probably the most outspoken advocate for reducing video advertising load and giving consumers more choices doesn’t mean he’s naïve about the challenges involved. Give him 20 minutes to explain those hurdles and lunar landings can seem simpler to achieve. Such was the case at the 2018 Cannes Lions […]

 
 

Fox’s Marchese On TV Future: Upfront Will Endure As ‘Dumb’ CPM Evolves

CANNES—Television ratings have been a consistent metric for several decades, despite their limitations. Now that new TV ad formats are emerging, “There’s just no consistency,” according to Joe Marchese. That doesn’t seem about to change anytime soon judging from a one-on-one interview with Marchese, who is President of Advertising Revenue at Fox Networks Group, and […]

 
 

Engagement Is Proof Of Attention: Fox’s Marchese

If there’s a German word for the pleasure felt when all your detractors are finally thronging around you, then Joe Marchese is probably feeling it right now. The video ad-tech firm has spent the last few years trying to popularize technology that helps consumers see fewer ads in digital video when they engage with an initial […]

 
 

Fox’s Joe Marchese Explains The ‘Two-Step Process’ Of TV Advertising ROI

As someone who is responsible for television advertising sales, Joe Marchese is bullish on the medium. But as a viewer, he wants a lot more in return for his investment of time. “I love what advertising affords and supports content and storytelling,” but the current “incarnation of the market” has just been between publishers and […]

 
 

FOX’s Marchese, ESPN’s Johnson Sort New Ad Currencies for Premium Video

CANNES – Are media buyers too preoccupied trying to define “TV” and “video”? It’s worth approaching the issue from the sell-side, by way of Fox and ESPN. The answer rests on delivery systems, according to Joe Marchese, President, Advertising Revenue, Fox Networks Group. “The idea is, is a stream being delivered in a way in […]

 
 

Live Sports Expensive But Engages Viewers: ESPN’s Johnson & Fox’ Marchese

CANNES – Yes, broadcasting live sporting events is expensive considering the rights fees. But it’s a great viewing environment at a time when consumers can avoid ads in other programming. It’s that “other” programming that concerns media sellers like ESPN and Fox, as evidenced by the discussion during a Comcast panel at the Cannes Lions […]

 
 

IP Delivery Means Smarter Targeting, Reduced Ad Loads: Fox’s Marchese

Letting consumers opt in to engage with digital commercials in lieu of seeing a full pod of them is just “the tip of the spear” in the quest to replace frequency based advertising, says Fox Networks’ Joe Marchese. “This is where we’d like to end up. But between here and there, there’s a lot of […]

 
 

Belief In ‘Better Ads’ Is ‘Self-Delusional’: Fox’s Marchese

CANNES — John Marchese has seen the future. It’s a world where consumers really like ads, and want to get more of them, because they enjoy interacting with commercial messages. That’s a world away from where we are today, says Fox Networks Group’s advanced advertising president. Because the truth is, consumers don’t really like ads at all. “We […]