by Allison Schiff, Alison Weissbrot, Sarah Sluis, James Hercher, Kelly Liyakasa and Ryan Joe Programmatic advertising comes in many flavors. A handful of brands load up to take their buying fully in-house. Many give their agency partners carte blanche. Other brands take ownership of the tech contracts and segmentation, while letting their agencies pull the […]
Product placements aren’t new, but with the rise of subscription video-on-demand (SVOD) services – and a reduction in cable networks’ commercial loads – branded TV content is primed to take off. That said, it’s hard to credit a sale of a bucket of KFC chicken to Jimmy Kimmel peddling it on his late-night show, so one company […]
Tubi TV knows that not everyone wants to pay for premium content. “We see a strong desire among viewers who want free content, whether they’re viewers in search of value or subscription viewers who can’t find the content they want on their SVOD [subscription video on demand] service,” said Thomas Ahn Hicks, co-founder and head […]
Like its competitors, IBM is acquiring and building a video stack. Instead of focusing on media execution, however, IBM is using Watson and data analytics to improve the relevancy of video content, ads and delivery models. “In ad-supported video, how do you make ultra-targeted ads tailored down to the individual for customer acquisition?” said David Mowrey, […]
Intuit has hired Mike Zeman, an architect of Netflix’s programmatic trading desk, to help grow its Mint personal finance brand. Zeman will serve as director of marketing and business development for Intuit’s Consumer Ecosystem Group, reporting to SVP Albert Ko. During his three years at Netflix, Zeman led digital marketing during a period of dramatic […]
Updated with statement from Amazon. Amazon’s forthcoming $8.99-a-month subscription video-on-demand (SVOD) service offers strong new competition to Netflix and Hulu. Will it include advertising as well? Not at first, but there is an internal debate at Amazon around the proper role of ads in its video offering. According to one source with knowledge of Amazon’s […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is by Tony Ralph, director of advertising technology at Netflix. Every time I open a mobile web browser I’m reminded of Wirth’s law. Wirth’s law postulates that software becomes slower more quickly than hardware grows faster. Mobile hardware advances […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is by Mike Zeman, director of global programmatic marketing at Netflix. Imagine you’ve walked into a convenience store to buy some milk. The cashier says, “That’ll be $5.” You hand him a $5 bill, only to be told, “I’m […]
The director of ad technology for Netflix, Tony Ralph, and director of marketing for Abe’s Market, Michelle Goldstein, will appear at AdExchanger’s Omni.Digital conference on Sept. 10, an event designed to educate marketers on advanced solutions for building seamless cross-channel brand experiences. Cross-channel attribution will be one topic discussed at the conference. As Netflix’s director of […]
Nielsen’s acquisition in March of data-management platform and exchange eXelate is already proving its value, the measurement company said during its Q2 earnings call Tuesday. EXelate is part of Nielsen’s marketing effectiveness suite and has been instrumental in securing client buy-in of marketing analytics. Recent wins include Walmart and major consumer packaged-goods companies, said Nielsen CEO Mitch Barns. “An increasingly programmatic […]
