Challenges And Opportunities Of New Ad Formats: A FreeWheel Panel At Cannes

CANNES – Innovative video advertising formats are on the upswing, creating the potential for “new-ad format fatigue” and the measurement challenges that accompany them. But if you can get marketer procurement people on board with the concept, that upswing could broaden considerably. These are among the takeaways from a panel discussion at the 2018 Cannes […]

 
 

Cannes Panel Unites OMD, Wavemaker, Nissan, true[X] Execs On Consumer Centricity

CANNES – People in advertising and media disagree about many things, but a more consumer-centric approach to both video content and advertising is a big exception. This was more than evident during a panel discussion at the 2018 Cannes Lions International Festival of Creativity as part of the FreeWheel Forum on the Future of Television. […]

 
 

On The Heels Of Cannes, true[X] Strikes A Deal With Essence

CANNES – Two highlights at the 2018 Cannes Lions International Festival of Creativity for true[X] President Pooja Midha are some “very promising conversations” about the company’s engagement ad formats and positive response to measuring brand lift. “People really appreciate that the engagement ad format, which is the core of our business, has the power and […]

 
 

true[X]’s Midha Revels In Vogue For Lower Ad Load

true[X] may have been operating more than a decade now. But could the most recent of technology controversies be about to put the company in the sun? The technology company, owned by 21st Century Fox, helps consumers see fewer ads in digital video when they engage with an initial interactive commercial – effectively bartering their […]

 
 

The Next Frontiers For true[X]: Voice Activation, Engagement Ads In Live Events

Video engagement advertising pioneer true[X] is looking to leverage the utility of voice-activated assistants and the power of live programming as it rolls out the next generation of attention-based video capabilities. “Engagement advertising is just the beginning,” says Pooja Midha, who recently joined true[X] as President. At last week’s Beet Retreat in the City, Midha—whose […]

 
 

New true[X] President Midha Looking To Leverage The ‘Connected Living Room’

Having crafted more than 10,000 of its interactive, consumer-engagement ads, true[X] is going all in on the “connected living room” to offer advertisers the best options to leverage things like co-viewing, 4K screens and surround sound. “We’re standing up an entire CT innovation lab around that concept,” says Pooja Midha, who recently became President of […]

 
 

Television Advances As Consumers Choose Interactive Advertising, true[X] Midha explains

These days, the term “premium” typically accompanies the word “video.” But premium must also apply to viewer engagement with ads and the results that should accrue to advertisers, according to Pooja Midha. The new President of true[X] will share the company’s insights on how viewer interaction will transform the video ad business in a presentation […]