Local Is Lightning: 3x Growth In Audience-Based Buying Since COVID-19, VAB’s Cunningham Says

SAN JUAN, Puerto Rico – It is often disregarded as of lesser importance and sophistication, but the local US TV market is big business. In this video interview with Beet.TV at Beet Retreat San Juan, one local TV expert says the sector has been a voracious adopter of new advanced TV ad sales techniques. VAB […]

 
 

Marketers Can Find Major Growth in Hispanic Market: Univision’s Donna Speciale Chats With VAB’s Sean Cunningham

SAN JUAN, Puerto Rico – Consumer brands, especially those in mature industries, can find growth by diversifying their advertising to include the burgeoning market of Spanish-speaking consumers in the United States. That was one of the key messages from Donna Speciale, the advertising veteran who last year joined Univision as president of sales and marketing, […]

 
 

This Will Be The First ‘Multicurrency Upfront’: VAB’s Sean Cunningham

SAN JUAN, Puerto Rico – Television networks are gearing up for the upfront advertising sales season amid a period of upheaval in audience measurement. Media buyers and sellers will have more tools to set the value of advertising transactions, including more granular analysis of data to help predict business outcomes. “Marketers over the long term […]

 
 

Undercounted Ads Are Costly for Media Companies: VAB’s Sean Cunningham

Audience measurement and verification are a cornerstone of a properly functioning media market, helping buyers and sellers of advertising to negotiate prices fairly. After the Media Rating Council last year suspended its accreditation of Nielsen’s TV ratings services, trade group VAB renewed its call for changes to the way viewership is tabulated. “We had had […]

 
 

VAB’s Sean Cunningham Expects More TV Measurement Currencies to Flourish

Television viewership underwent a significant shift in the past couple of years, as consumers sought to keep themselves entertained and informed while stuck at home. While the pandemic helped to expose the deficiencies in audience measurement, it also has been a major catalyst in the drive to develop a wider variety of measurement currencies. Sean […]

 
 

‘TV Is Never Going Back to Single Currency Provider’: VAB’s Sean Cunningham

NEW YORK – Buyers and sellers of media are pushing for a “common currency” that unifies audience measurement for traditional channels like linear television with newer digital video platforms. They also want a broader variety of metrics other than reach and frequency, which have been a staple of the media and marketing industries for decades. […]

 
 

Audience-Based Buying is Ready for Primetime, VAB CEO Sean Cunningham

Welcome to this episode of the #BeetCast In this episode, I am very happy to welcome our good friend and industry leader Sean Cunnigham, CEO of the VAB, previously known as the Video Advertising Bureau. The VAB is the essential advertising industry organization for the television programmers, networks and the entire TV industry. An ad […]

 
 

‘No Going Back’ to Content-First Targeting in Sports: Effectv’s James Rooke

Sports programming is an important anchor for advertisers in reaching audiences, not only when fans watch their favorite teams, but also when they consume other kinds of content. Reaching them takes an audience-based approach — and that become much more apparent last year when the pandemic capsized the sports calendar. “What we’ve found is that […]

 
 

How New York Interconnect Serves The Big Apple On A Plate

It is the joint venture that promises to make 20 million New Yorkers available to advertisers at the push of a button? So, how is New York Interconnect (NYI) – a JV of Altice USA, Charter Communications and Comcast – approaching the growing desire of ad buyers to reach TV viewers across all their screens? […]

 
 

Keep Calm & Advertise On: VAB’s Cunningham

2020 was a difficult year for many companies. But it may also end up being a year when those that were able to invest in marketing created a new foothold that catapulted them toward growth. VAB, an insights-driven organization dedicated to answering marketers’ toughest questions, says it pulled a century of economic data and found […]

 
 

Let’s Move from GRP’s: Impression-Based Metrics Are Key for Video’s Growth: Effectv’s James Rooke

Consumers are watching video content on a broader range of devices including smartphones, making multi-screen measurement an essential part of the growth in video advertising. The shift in video consumption habits will underpin a move away from traditional methods of measuring viewership and toward metrics that include more media channels. “We need to move away […]

 
 

“We are an Audience Delivery Company,” Effectv’s James Rooke

Audience-based targeting is transforming TV advertising as marketers seek to reach consumers based on more robust data including their intentions to buy products and services. The shift has led Comcast Cable to emphasize a data-driven approach that builds on its foundation in local advertising for small- and medium-size businesses. “Our roots are very much in […]

 
 

‘AVOD World Will Be Booming’: Magnite’s Michael Barrett

The growing audience for advertising-based video on demand (AVOD) services like Pluto TV, Roku Channel and Tubi is driving a shift in media spending that’s likely to be long-lasting. More of their video ad inventory will be offered among programmatic platforms that shaped the market for digital display ads in the past decade. Magnite, a […]

 
 

‘We Need to Prove TV Can Do More’: 605’s Noah Levine

Audience measurement has become more crucial for television networks and their advertisers, which are being lured to spend more on digital outlets including social media and internet search. The coronavirus pandemic has added to these competitive pressures as marketers seek to squeeze the best performance from tighter media budgets. Demonstrating the power of TV advertising […]

 
 

VAB’s Cunningham: How Programmers and Advertisers Are Making the Most of Viewing Spike

The relationship between programmers and advertisers has been closer than ever in recent times given the shifting viewing trends that have occurred. In this Beet.TV interview, Sean Cunningham, president and CEO of television trade association VAB, explains how this has led to advertisers finding their target audiences in unexpected ways. According to a study by […]

 
 

Spectrum Reach’s Kline: Linear and Digital TV Now Pushing Back on the Duopoly

With linear TV and digital colliding, the role of multichannel video programming distributors (MVPDs) has required fraternizing with the enemy to some degree. In conversation with VAB CEO Sean Cunningham at the Beet Retreat in NYC hosted by Horizon Media, David Kline, executive vice president of Charter Communications and president of Spectrum Reach, explains that […]

 
 

VAB’s Cunningham: DTC Brands Reflect the Current State of Television

To get an idea of how TV’s role has changed for marketers, just look to DTC brands, says Sean Cunningham, CEO of the Video Advertising Bureau. “They reflect what the current state of television is, which is full funnel, all the time,” Cunningham told Beet.TV at the Beet Retreat hosted by Horizon Media in New […]

 
 

Effectiveness Drives Ad Load: VAB’s Cunningham On TV

SANTA BARBARA — Around the new TV industry, sentiment is growing that there are too many ads on screen. As the average total duration of ads on US TV has climbed to 22 minutes per hour, subscription, ad-free video services have risen in popularity. That is prompting a recalibration, with many networks committing to air […]

 
 

VAB Projects $2.1 Billion In 2019 Addressable TV Spend: ‘It’s Mature’ Says CEO Cunningham

Household-addressable television advertising spending will rise from $2.1 billion in 2019 to more than $3.3 billion by the end of 2020, according to a new guide for marketers released today by the Video Advertising Bureau. That represents a 343% spending increase from 2016, according to the VAB. “I’d say it’s mature. It’s arrived. We did […]

 
 

Digital Disruptors Turn To TV For Extra Lift: VAB’s Cunningham

If you take digital-native brands like Airbnb, Uber and Wayfair, it is a given that each of them has pretty significant digital marketing budget. But, when each needs a further lift, they turn to television. That is according to an analysis of a group of 80 “digital disruptors” by the Video Advertising Bureau, an industry […]

 
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