The six-year-old storage company MakeSpace had plans to go beyond digital marketing and run its first linear TV ads this March. And then the coronavirus pandemic happened. So shortly after starting its linear TV ads, MakeSpace put its plans on hold. “We’re going to completely pause after this week until we can work through the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Shelf Life Many CPG brands have become iconic through the twin marketing pillars of TV advertising and in-store shopper marketing. The latter includes shelf positioning, aisle displays and end-caps, among other strategies. But linear television is steadily eroding, and access to prime shelf space […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Back In The Black Group Nine Media will turn a profit in 2020, CEO Ben Lerer shared Wednesday morning at a press breakfast. The crop of disciplined, profit-focused executives that came along with GroupNine Media’s acquisition of PopSugar at the end of last year […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, executive vice president of strategy and sales at CafeMedia. The impending privacy cloud looms large. With the EU’s General Data Protection Regulation in place and the California Consumer Privacy Act soon to […]
As audiences erode on linear TV, supply is shrinking and pricing is going up on scarcity value. Advertisers have already shifted a significant amount of money out of linear TV as audiences flock to digital. According to Zenith, digital will make up more than half of ad spend globally for the first time in 2021, […]
This article is provided by New York Interconnect. In 2017, digital drew more ad dollars than television for the first time – generating $209 billion worldwide compared to $178 billion for TV, according to MAGNA. But in the rush to capitalize on the perceived advantages of digital advertising, brands are ignoring some important facts – […]
You are what you watch. On Tuesday, smart TV data company TVadSync, which uses visual automatic content recognition (ACR) technology to track viewing behavior, released a planning and analytics tool that creates clusters of viewers based on the TV and video content they consume. “If you move beyond demographics and genre, you can make people’s […]
Streamers don’t browse – at least not on streaming services. Although the majority of households either own a smart TV and/or have a subscription-video-on-demand service (SVOD), most people (58%) still gravitate back to traditional TV channels when they’re not sure what they want to watch, according to Nielsen’s total audience report for Q1, released Monday. […]
On Wednesday, Comcast Technology Solutions (CTS), a division of Comcast Cable, rolled out a self-serve platform that automates the complex process of connecting a media plan to the creative workflow and also unifies linear and digital ad management. The CTS ad suite ingests an advertiser’s media buy – which could include hundreds or even thousands of […]
Travel is a personal experience, and travel marketing should be too, according to Sheila Schottland, senior director of brand marketing at Wyndham Hotels & Resorts. “People travel for different reasons – family, business, leisure – and they have different needs,” she said. “Because these moments are relatable, we make sure that our media mix follows suit, […]
Connected TV: Intuit is getting into it. But the financial software company is not giving up on television’s biggest tentpoles. “We’re doing the blocking and tackling of strong reach and awareness building, but we’re mixing it with more experiential and digital,” said Lauren Stafford Webb, Intuit’s VP of brand marketing. A balance between traditional and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Down, But Still Substantial Verizon’s media biz dropped 5.8% YoY in Q4 2018 – bringing it to “only” $2.1 billion in the quarter. Verizon Media (née Oath) has disappointed this year. “Certainly, when you see -6.9% revenue growth in 3Q and -5.8% in 4Q, […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Brian Lee, director of programmatic strategy at Cadreon. I’m a digital guy and I will be the first to admit that TV is very powerful and should be the foundation of the marketing plan […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Amihai Ulman, founder and chief operating officer at MASS Exchange. Unlike addressable media, linear TV publishers cannot sell single impressions or single units of attention. Due to its linear nature, TV publishers must sell mixed […]
Samsung Ads has quietly created the capability to connect over-the-top (OTT) and linear inventory for clients. With 32 million smart TVs in the United States alone, Samsung is the world’s top smart TV manufacturer, ahead of TCL and Vizio, according to Statistica. Samsung Ads can access Samsung’s first-party TV data and plug it into its […]
Netflix will inevitably need ads, predicted Jo Ann Ross, CBS’ president and chief advertising revenue officer, during a fireside chat at AdExchanger’s Industry Preview on Thursday. “Maybe they’ll offer a lower-cost version of their service [or a different model],” she said, “but if they’re spending that much money [on content], they will look for ways […]
The independent measurement space was once Nielsen’s to lose – and now it’s taking pains to make sure that doesn’t happen. Nielsen is in a delicate position. Although its long-established panel-based business is primarily what pays the bills, TV ratings aren’t the future. The company’s success depends on moving away from classic TV ratings, while […]
Deterministic data from set-top boxes is changing how linear TV is bought and valued. Like the Nielsen ratings panel, set-top box data connects to a physical address and household. But unlike Nielsen’s 40,000 families – which provide a “truth set” for TV viewership – set-top boxes reach millions of households, allowing marketers to overlay […]
Social data is emerging as a way for traditional TV players to start moving beyond age and gender targeting. For a recent movie release, Turner ran a month-long ad campaign during shows where an audience segment built from social media behavior was predicted to appear in high numbers. That audience segment, built by cross-screen data […]
Altice continued a string of acquisitions on Thursday when the Amsterdam-based telecommunications giant announced that it would buy Cablevision for $17.7 billion. The Cablevision sale comes six months after Altice’s first move into the US market, when the company bought Suddenlink Communications, a regional cable operator based in St. Louis, for $9.1 billion. Altice has […]
Digital advertising is a budget behemoth, but television advertising is still a nearly $70 billion business – a fact that informs the planning process at WWP-owned media agency MediaCom. Because although digital video and streaming is starting to take a big bite out of linear’s lunch, TV is still the dominant consumption source, according to […]
On Monday, Interpublic Group snapped up a minority stake in Samba TV, a startup that offers TV analytics and attribution tools. IPG did not disclose the value of its investment. IPG Media Lab initiated the relationship and managed the integration of Samba TV’s data and tools with IPG Mediabrands’ Audience Measurement Platform. “IPG, like every […]
Programmatic television isn’t yet a reality, but integrations between a number of linear TV inventory providers and the video demand-side platform TubeMogul may help move that needle. On Thursday, TubeMogul rolled out Programmatic TV (PTV), a software-buying system designed to streamline the complex TV-buying process. PTV hooks into linear supply-side platforms AudienceXpress, clypd, FreeWheel, place […]
Following its glitzy, star-studded digital NewFront in April, AOL got down to business. It closed in on marketing attribution vendor Convertro the same day Google grabbed pure-play competitor Adometry in early May. Then it went shopping again, snapping up TV audience-targeting platform PrecisionDemand. AOL’s acquisitive behavior is not entirely surprising. The company is constructing an […]
Total ad spending on Hispanic media in 2011 was $5.7 billion, with $3.6 billion of that going to TV, according to Nielsen data released last spring. Nielsen also noted that Hispanics spend 68 percent more time watching online video and 20 percent more time watching video on their mobile phones compared to non-Hispanic Whites. That […]
