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»R2C Group

How UX Can Shape DTC Brand Strategy

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris Peterson, managing partner at R2C Group. At the heart of the direct-to-consumer (DTC) revolution is a fundamentally different relationship between brand and customer. That difference is driven by technology. Trillions… Continue reading »
by AdExchanger // September 13th, 2019 //
»
TV Is Going Away (Or Not)

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris Peterson, managing partner at R2C Group. Telling people you work in TV advertising can be exasperating. The response typically goes something like this: “Do people even watch TV anymore? I don’t.” At least, that’s… Continue reading »
by AdExchanger // February 26th, 2018 //
»
Are We Measuring TV Ads With The Equivalent Of The Click-Through Rate?

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Baylen Springer, chief product officer at Leavened, a R2C Group company. When I started my career, the ad server was just taking hold, making digital advertising measureable. We were off to the races. First, click-through rates: “This… Continue reading »
by AdExchanger // January 8th, 2018 //
»
Advanced TV Targeting: A Small Step Forward

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris Peterson, managing partner at R2C Group. I’ve sat through at least a dozen TV ad tech presentations that promise pretty much the same thing: the complete transformation of customer targeting for TV advertising. While… Continue reading »
by AdExchanger // December 11th, 2017 //
»
Forget Everything You Know About Your Customers

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris Peterson, managing partner at R2C Group. We marketers love to imagine our customers. We want to see them, understand them and get inside their heads. We make PowerPoint slides… Continue reading »
by AdExchanger // October 19th, 2017 //
»
Programmatic TV Needs A Reboot To Scale

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris Peterson, managing partner at R2C Group. There’s no doubt that TV media planning, buying and measurement will be disrupted by the smart application of technology and data. There is a clear opportunity, given that… Continue reading »
by AdExchanger // March 13th, 2017 //
»
The Collapse Of Reliability

“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. I don’t know about the rest of you, but I spend a lot of time these days looking for silver linings in every… Continue reading »
by AdExchanger // December 5th, 2016 //
»
How Advanced Analytics Are Shaking Up TV Ad Buying

“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Chris Peterson, managing partner at R2C Group. For the last 50 years, brand advertising has focused on building awareness, while direct response used its power to increase sales. But in a TV marketplace where… Continue reading »
by AdExchanger // September 8th, 2016 //
»
The Reality Of Augmenting Television

“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. If virtual reality (VR) and augmented reality (AR) aren’t in your video vocabulary yet, they probably should be. In my mind, these new… Continue reading »
by AdExchanger // August 11th, 2016 //
»
Chasing Cultural Relevance In The Age Of OTT

“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. In the late 1990s, when the internet was still relatively new, the “content is king” mantra was an overwhelming omnipresence that eventually fell… Continue reading »
by AdExchanger // July 11th, 2016 //
»
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