“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Since the 1950s, marketers have instinctively bought into the power of TV advertising, despite the fact that we have never been able to effectively measure its impact. This somewhat inconvenient truth, coupled with the high cost of TV advertising, […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Marilois Snowman, CEO and founder of Mediastruction. Nearly two decades ago, a group of top brand CMOs met secretly in the Procter & Gamble conference room. The topic: How do we change the arbitraged system […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Tom Donoghue, VP of CTV and OTT at GroundTruth. As we all get set to enjoy the traditions of fall, such as watching the leaves turn colors, visiting a pumpkin patch with the kids and […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jonathan Teitloff, director of product management at TripleLift. Don’t go chasing waterfalls, please stick to the bidders and the auctions that you’re used to. Ultimately, we know that you’re going to have it your […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Outside Inc. CEO Robin Thurston is very aware of subscription fatigue. At a time when streaming platforms are working to boost their subscriber numbers with bundled ad-free and ad-supported channel packages, Outside TV is being used in part as a vehicle to entice […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Paul Gubbins, VP, CTV Strategy, Publica. While definitions of what actually constitutes a connected TV (CTV) impression are still being widely debated, brand safety companies discover new cases of fraud in streaming on a regular […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Joel Cox, Co-Founder and EVP, Innovation & Strategy, Strategus. If you buy it, they will come. Media buyers increased their ad spend on connected TV (CTV) during this year’s upfronts by almost 50%, according to […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Brian Kim, CEO at Relo Metrics. Everybody knows the old adage, nobody gets fired for buying IBM. In the television or sport industry, until recently, the same could have been said for the decision to […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Dan Fairclough, Sr. Director, Agency and Brand Relations, Magnite. In my many years working with DTC brands, I saw firsthand how companies hustled to grow their brand visibility from the ground up using search and […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Jo Kinsella, President, TVSquared. Since the dawn of TV, Nielsen ratings have been the gold standard for marketers. They measured the percentage of a group (e.g., women aged 18-49) or households in a particular designated […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. The words we use matter. Last month, for example, the Media Rating Council recategorized the term “over-the-top” as “connected TV,” which is what most people in the industry mean when they refer to streaming. The distinction is important, because it helps buyers […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Sona Pehlivanian, vice president, addressable campaign management and operations at New York Interconnect. As the move toward a privacy-first digital landscape gains steam on multiple fronts, many ad industry players are turning to the TV […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by David Levy, CEO at OpenAP. The pandemic boom in streaming TV drove a massive investment in programming. US production companies produced 537 shows last year, up from just 381 the year before – despite the […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Jean-Christophe Peube, SVP, Analytics & Customer Experience, Smart. Gangsters always follow the money. And today, all roads lead the digital ad fraudsters to the over-the-top (OTT) and connected TV (CTV) space, where prices are high and […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Frank Sgrizzi, Advisor, Topwater Advisory Group and former EVP of Sales and Client Partnerships at WarnerMedia. “On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Lynn Chealander, Director, Product Management, Xandr. Imagine the Air Buddies franchise churns out a 15th movie, and you’re rightly excited to see it on the big screen. But when you get to the theater, you […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Oleg Sokolan, Director of Demand Partnerships at Admixer. Linear TV was on its way out for years, but the pandemic truly accelerated the loss of impressions and the massive consumer switch to connected TV (CTV). […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Andre Swanston, CEO and Co-Founder of Tru Optik, a TransUnion company. We’re in a golden era of streaming. More US broadband households now subscribe to over-the-top (OTT) than a pay-TV service. Digitization has shepherded in […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Adam Ortman, VP of growth and innovation at Generator Media + Analytics. When it comes to advertising, the internet reigns supreme. Digital media accounted for nearly half of global ad spend last year, and it will almost certainly […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Daniel Elad, chief strategy officer at TheViewPoint, an SaaS ad monetization platform for CTV publishers. One of the key concerns surrounding the CTV space is undoubtedly the transparency of its supply chains. The fragmentation of […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Melissa McKay, director of media at Booyah Advertising. National brands rushed to advertise in local markets in 2020 due to COVID, civil rights protests and the election, leaving little budget or consideration left for connected […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. The connected TV streaming boom is drawing a traditionally conservative group of marketers in healthcare and pharmaceuticals, who are attracted to CTV’s targeting and customization capabilities. Healthcare and pharma marketers’ digital advertising spend grew over 14% in 2020 and is expected to […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Brian Chap, CEO & Founder of Tech Recipes. “If you want to become a great chef, you have to work with great chefs.” – Gordon Ramsay As big connected TV players advance their buying platforms, marketers […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Allison Branton, Head of Advanced TV Data Solutions, AnalyticsIQ. In 2020, nearly every industry was flipped on its head. TV advertising was no exception. The upfronts were cancelled, the streaming wars reached a fever […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by John Hamilton, CEO and co-founder, TVDataNow. The biggest misconception in ad tech in 2021 is that measuring ad performance on connected TV (CTV) is difficult or impossible. This perception exists because there’s no real universal […]
If there’s one thing that Stacy Spikes, co-founder and former CEO of MoviePass, learned from his experience at the ill-fated movie ticket subscription service, it’s to trust his gut. “If something doesn’t feel right, don’t do it,” said Spikes. He exited MoviePass in 2017 when Helios & Matheson Analytics, a publicly traded information services company, […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Alex Collmer, CEO of VidMob. We are entering an era of signal loss, in which media targeting will become less effective. Creative will have to pick up the slack. For the past decade, marketers have […]
Music video hosting service Vevo has graduated from the smartphone to the living room. At the start of the pandemic, just 4% of its business came from connected TV. Today, nearly 50% of Vevo’s business comes courtesy of CTV, mainly through numerous distribution partnerships with the likes of Samsung, Pluto TV, Roku, Apple TV, Amazon […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Victoria Milo, director of go-to-market digital media at MightyHive. TV advertising and offline media budgets – especially those managed by large agencies – have yet to change at the speed required to match the rapid shift in consumer behavior. […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Justin Evans, global head of analytics and insights for Samsung Ads. Throughout the past quarter century, digital advertising was touted for its ability to target ads and directly track results. By contrast, traditional TV was […]
