Consumer Experience Reigns Amid TV’s Transformation: Execs from Essence, NBCUniversal, PubMatic, LiveRamp

Ad-supported television is undergoing a significant transformation amid the growth in streaming video services, advancements in programmatic buying and the development of a cross-screen currency. Several industry executives discussed the future of TV advertising when they gathered on June 23 for the Global Forum on Responsible Media, This video is a summary of interviews with executive who spoke […]

 
 

YouTube In Context: Essence’s Fisher Heeds Platform’s Growth

YouTube is now the most-watched living-room digital video platform in the US after Netflix, according to Nielsen. So why aren’t advertisers taking it more seriously when it comes to developing a connected TV advertising plan? In this video interview with Beet.TV, media agency Essence’s Mike Fisher explains the value of YouTube. Shifting viewing “Within the […]

 
 

Marketers Seek Unified View of Video Landscape: Essence’s Mike Fisher

Advanced TV has grown more significant to advertisers aiming to reach consumers who are watching video on a broader variety of platforms. Audience fragmentation presents another challenge for brands that want a unified view of the entire landscape, including linear TV and digital video services. “Buyers are looking for reach and frequency measurement across all […]

 
 

‘Scale Is There’ on Addressable TV: Essence’s Mike Fisher

Addressable advertising that lets marketers show different commercials to different households through linear TV is poised to become much more popular as national networks expand their targetable inventories. The development will make traditional TV more like digital channels. “Over the last 18 months, addressable has evolved to be something that buyers both on the agency […]

 
 

Beyond Verified, OTT Needs Real Measurement: Essence’s Fisher

Suddenly, whether an ad impression was viewable on-screen is table stakes. In the new world, the emerging medium of over-the-top TV is going to need to convince marketers that their ad was truly effective. That’s the view of one ad agency leader charged with plotting the course to the OTT future. In this video interview […]

 
 

SSPs Have Critical Role In OTT Ad Sales: Essence’s Fisher

In a medium where more of the ad inventory is sold by the people who actually make the content, the software they use to facilitate transactions will have an increasingly important role. After a decade in which so much display ad inventory was traded through open programmatic exchanges, the emergence of connected, over-the-top (OTT) TV […]

 
 

How OTT Ads Get Higher Viewability & Less Fraud: MediaMath’s Fisher

Compared with some of the more troubled parts of the digital advertising ecosystem, TV has always been considered cleaner. Whilst online ad buyers, over the last few years, have wrung their hands over viewability, fraud and supply-chain transparency issues, television – if only because it has been, by definition, disconnected – has sailed on by […]

 
 

Ad Buyers Need Video Scores: MediaMath’s Fisher

CANNES — In 2019, “brand safety” is still a watchword for ad buyers who want to place their ads against the right kinds of content, and not get tripped up by cringeworthy juxtapositions. That is why MediaMath, a digital ad-buying platform, has just teamed up with IRIS.TV, a video technology vendor, to provide a “sentiment […]

 
 

Coming This Year – Programmatic Linear TV: MediaMath’s Fisher

The collection of modern, automated ad trading practices known as “programmatic” may seem to sit with natively digital media. But, little by little, other platforms are getting lit up with these new tricks, too. That’s why the man who heads MediaMath’s video operations expects programmatic to hit TV in a much bigger way. “I think […]

 
 

Big Screen TV A Good First Stop For Brand Messaging: MediaMath’s Fisher

PHOENIX – When it comes to advertising, screen size matters and it all starts with the big TV. The first exposure to a brand message begins the storytelling, which then leads to finding “that same user, same household, same viewer on other screens either for down-funnel messaging in web video, mobile video or even display,” […]

 
 

Connected TV Plays To Upper And Lower Funnel Metrics: MediaMath’s Fisher

If you set aside the semantics of “programmatic” versus “automated” television buying, one thing is quite clear to MediaMath’s Mike Fisher. “We’re there. We’re there at scale.” There are 65 million households using some type of device to access premium video content in the living room and, for the first time, more than 50% of […]