Can connected TV really deliver performance – or is “performance TV” just a branding boost with extra data? Erin Firneno, SVP of business intelligence at Advertiser Perceptions, weighs in.
CTV spending is flattening, performance is plateauing and buyers are hesitant to push budgets further. The reason is not complicated. When buyers cannot see what they are buying, they cannot commit their spend with conviction.
Concrete findings on how effective QR codes are at driving ad interactions are now available, and some industry best practices are emerging.
Brands don’t feel secure enough to lock in huge CTV deals outside of live sports. So what happens to all of that nonsports content spread out across streaming channels?
Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem …
Streaming platforms won’t stop pumping out new shoppable ad formats and inking new partnerships with outcomes-based measurement providers. But it’s risky to hyperfocus on sales and purchases at the expense of brand advertising.
The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.
Disney is celebrating the first birthday of ad-supported Disney+ with a new slate of targeting and measurement options for advertisers.
Innovid added a new machine learning feature to its measurement product that automatically optimizes CTV campaigns based on how they’re performing.
On Wednesday, iSpot acquired 605, a TV measurement and attribution company that brings iSpot’s US household footprint to 82.7 million.
CTV advertisers are enamored of programmatic because of its digital-like ad targeting. But programmatic CTV is far from perfect and rife with fragmentation.
MadHive, the CTV ad buying platform, announced a $300 million investment from Goldman Sachs. Now, the company is turning its attention to measurement and attribution companies that might make lucrative acquisition targets.
Retail media, meet streaming. Kroger Precision Marketing is sharing first-party behavioral data with Disney Advertising for targeting streaming audiences and measuring the results.
The corporate drama continues at LG Ads. Alphonso’s founders – including several who were unceremoniously booted from the company in December – along with a group of minority shareholders are suing South Korean electronics manufacturer LG and Zenith, its US R&D subsidiary, over alleged board malfeasance. LG acquired TV data measurement provider Alphonso in January […]
Disney bumped up its annual tech and data showcase from March to January this year to show off its ad targeting and measurement chops in time for the upfronts.
Advanced TV presents a robust set of opportunities for data-driven advertising and measurement. But does that mean ATV will supplant linear in buyers’ marketing strategies? Well, it’s more complicated than that – and buyers need to understand how to successfully manage and optimize across both linear and streaming.
Dramatic shifts in consumer viewing habits during the pandemic have led, predictably, to an intense focus on the corresponding connected TV (CTV) advertising opportunity. CTV ad spend is growing leaps and bounds – and for good reason. But for continuation of that growth to be warranted, there are a number of enhancements that must be brought to bear.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Jeff Sue, GM, Americas at Mintegral. Connected TV (CTV) is rapidly emerging as an enticing channel for advertisers looking to increase their campaign reach and tap into new channels of ad inventory. The mobile ad […]
CTV measurement is a total mess: Agree or disagree? “It’s a mess,” says Lynette Kaylor, SVP of North America ad sales at sports-focused streaming platform FuboTV. And don’t even get her started on using audience panels to measure streaming audiences.
CTV advertisers still don’t know much about what content they’re running against, other than the fact it’s on the big screen. And they’ve had enough of it already. Buyers’ lack of visibility into which network, program or distribution channel their ads are served is almost enough to wish for the good old days of program guides.
CTV is at a crossroads, writes Mark Walker, CEO of Direct Digital Holdings. We’re already seeing streaming become the dominant way TV is delivered, which opens up CTV ads to a wealth of possibilities. With that, the industry will face an existential question: What is the role of TV advertising now that it is connected?
Roku became the second major CTV publisher to adopt Nielsen’s new ad deduplication tool for measuring its ads across linear and streaming video inventory, following YouTube this summer. The tool is designed to help programmers deduplicate audiences across linear and streaming by comparing reach across screens, Kim Gilberti, SVP of product management at Nielsen, told AdExchanger.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Matt Sattel, VP of global brand partnerships at OpenX. Brands today often look at CTV inventory through two different lenses. Either it’s premium, walled-garden inventory that’s negotiated and purchased via upfronts and NewFronts – or […]
Advertisers new to CTV often approach streaming buys the same way they approach linear: By focusing on large-scale inventory from only the biggest providers instead of focusing on their audience. This strategy tends to overlook the unique advantages CTV offers, writes Marrika Zapiler, director of advanced TV at Marketing Architects.
Streaming is attracting more and more of TV ad spend. And yet, measurement still hasn’t caught up. But traditional panel-based measurement is far from the only culprit – issues with ad fraud, viewability and audience identification are more prevalent on streaming. That’s why TV measurement needs to be a fusion solution, says Jon Watts, managing director of the Coalition for Innovative Media Measurement (CIMM).
TV measurement providers in the streaming era have quite a lot of boxes to check. But according to Samba TV, all is naught without incremental reach. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” said Samba TV’s CEO, Ashwin Navin.
TV measurement is reaching an inflection point. But with all the saturation, there’s at least one thing most competing measurement providers can agree on: the importance of independent accreditation.
What happens when the CEOs of Nielsen, Comscore and VideoAmp walk into a bar? … is nearly a joke you could have told on Tuesday. That’s when David Kenny, Nielsen’s CEO; Bill Livek, chief exec at Comscore; and VideoAmp CEO Ross McCray took to the stage at the IAB Annual Leadership Meeting to talk measurement […]
Viewers are switching up how they watch their favorite shows. 2021 was a record year for CTV. Now, at least one CTV device can be found in over 80% of American homes, and CTV ad budgets are expected to double by 2026, according to GroupM’s most recent industry forecast. But the key to unlocking those […]
When VideoAmp CEO and Founder Ross McCray first started reaching out to investors around seven years ago about his new company, they were less than impressed. “People hated the space,” McCray says on this week’s episode of AdExchanger Talks. “I would go and pitch our solution about the future and you’d have VCs saying … […]
