TV is finally beginning to mine the powerful digital marketing capabilities that big search engines and social networks offer. But there’s a long history of trust issues in digital advertising, writes Jason Fairchild, CEO of tvScientific.
Pharma’s digital transformation has accelerated media spending on video across devices. And media buyers in the pharma space have ways to overcome the additional challenge of needing to adhere to numerous regulations, writes Kelly McAloon, Associate Media Director of Programmatic at Good Apple.
As CTV grows, advertisers are looking to allocate more marketing dollars to the channel. But advertisers should be strategic about how they spread out their spend, writes John Hamilton, CEO of TVDataNow.
Ad tech companies are partnering up left and right to aggregate as much TV data as possible. But for media buyers, TV inventory also needs to be alike and accessible across channels – which is possible through an end-to-end platform, said Jessica La Rosa, VP of partnerships and data at Tremor International.
From AI technologies and machine learning to the growth of OTT video platforms, mobile games and more, ad tech continues to thrive as the world goes digital. It’s why programmatic media buying is going to push CTV out of the Wild West, writes Jeremy Fain, co-founder and CEO at Cognitiv.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Mark Fleisch, SVP of national sales at GroundTruth. Supply-chain issues have affected everything from weekly grocery trips to brand loyalty. But for marketers, inventory challenges extend beyond manufacturing floors and empty store shelves. The digital […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Pam Zucker, SVP and head of marketing at Amobee. In a recent interview, IAB CEO David Cohen challenged advertisers “to rethink how they buy television.” He highlighted the dramatic change in consumption since the onset […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Advertisers always pay millions to promote themselves during the Super Bowl – but this year’s big game is particularly competitive. Roughly 40% of brands buying airtime during the Super Bowl this year are first-timers, and some advertisers had to […]
There are many business questions that publishers need to ask as they try to optimize viewing in an increasingly complex distribution ecosystem. Answering these questions requires transforming the metrics that owned apps and distribution partners provide into equivalized minutes and demographics, writes Joan FitzGerald, founder of Data ImpacX.
Connected TV could learn from linear’s simplicity. As CTV becomes a dominant platform, advertisers should consider the ingredients that have enabled traditional TV to thrive for as long as it has, writes Joe Hirsch, general manager of SpringServe.
