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» Alyssa Boyle

Alyssa Boyle
Associate Editor

Alyssa Boyle ( alyssa@adexchanger.com ) covers the TV ecosystem from linear to video and connected TV. She also writes about measurement and data privacy. Her journalistic passions stem from a background in language and translation. She received her B.A. in linguistics and Korean studies from Binghamton University in 2020. When she isn’t writing, she’s probably deep in a history novel or busy performing stand-up comedy.

Articles by Alyssa

How Coldwell Banker Is Shifting Gears To Older Home Sellers Through Linear And Social

Real estate franchise Coldwell Banker, like the rest of the housing biz, has been targeting buyers who might be in the market for a new abode. But due to various macroeconomic factors, the company launched a new campaign to shift gears and start talking directly to home sellers – which also means targeting an older audience across channels.
by Alyssa Boyle // May 25th, 2022 //
»
Streaming Was The Star Of This Year’s Upfronts

If the NewFronts is where buyers flirt with newer media channels and streaming services, the upfronts, which wrapped up this week, is where things start to get serious, as legacy broadcasters showcase their new content in the hopes that advertisers will put a ring on it – but this year, pretty much all of the major programmers had streaming on the brain.
by Alyssa Boyle // May 20th, 2022 //
»
Toy Company WowWee Quadruples ROAS On YouTube With Precise TV Contextual Platform

Under COPPA, businesses can’t target ads based on the data of children under 13 years old. Toy manufacturers like WowWee need other ways to get their products in market via advertising, and after testing a YouTube campaign with contextual ad platform Precise TV, the promising results allude to the potential of contextual in targeting ads effectively without audience data, profiles or cookies.
by Alyssa Boyle // May 18th, 2022 //
»
Post-Pandemic, Great Wolf Lodge Goes Back To Its Upper-Funnel Roots

Pre-pandemic, Great Wolf Lodge devoted the majority of its media strategy to performance-based marketing and programmatic buying. But as the family resort rebuilds after the pandemic, it’s turning back to its upper-funnel roots with an omnichannel, brand-building campaign. Upper-funnel metrics are now front-and-center for the hospitality-focused brand.
by Alyssa Boyle // May 17th, 2022 //
»
AdExplainer: The Difference Between AVOD and FAST

AVOD is the same thing as FAST … right? Not so fast. Despite dozens of streamers, programmers and publishers crowding the space, AVOD and FAST are the only two ways to watch ad-supported TV beyond the set-top box, and the core difference between them comes down to content distribution.
by Alyssa Boyle // May 16th, 2022 //
»
Publicis: Don’t Take Programmatic TV Buying For Granted

Programmatic buying is a mainstay of digital advertising, but its role in the TV ecosystem is relatively new – and very different. To make programmatic work for TV, digital-native marketers will need a much broader media strategy, said Nicole Whitesel, EVP of advanced TV and Publicis Media.
by Alyssa Boyle // May 16th, 2022 //
»
Adjust Launches CTV AdVision To Measure Connected TV Impact On App Conversions

AppLovin-owned mobile measurement platform Adjust launched a product called CTV AdVision that attributes cross-device app install conversions tied to CTV ads, whether that’s CTV to mobile or CTV to CTV. Connected TV isn’t always the superhero – sometimes, it’s the sidekick.

by Alyssa Boyle // May 11th, 2022 //
»
Why Alternate Currencies Probably Won’t Take Center Stage At This Year’s Upfronts

This year is ripe for test-and-learns with alt TV measurement currencies, but the trend is still in its early days. Omnichannel TV measurement methodology is making waves, but standardizing a currency for media transactions in an ever-so-fragmented ecosystem is quite another story.
by Alyssa Boyle // May 9th, 2022 //
»
Ampersand On Why We Can’t Ignore Linear In The March Toward Addressable TV

Convergent TV isn’t just about marrying linear and streaming. Linear has its own fragmentation challenges, from local and national addressable to broadcast and cable. Ampersand is on a mission to patch the holes by corralling as much TV inventory as possible because “making a delineation between linear addressable and streaming is doing our industry a disservice,” said CEO Nicolle Pangis.
by Alyssa Boyle // May 9th, 2022 //
»
TripleLift Aims To Insert Itself Into The CTV Conversation Using Native Ads

TripleLift claims that it’s the world’s largest source of in-feed inventory. But can the same ad experience work for CTV? Native product placements in programming could be a viable alternative to interruptive ad experiences – and a cash cow for CTV publishers – but it’s not very scalable and it’s hard to execute, says Michael Shields, GM of CTV at TripleLift.
by Alyssa Boyle // May 3rd, 2022 //
»
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