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»television

Nielsen Updates Its TV Currency To Measure Addressable Ads

Addressable TV advertising promises to deliver unique ads on a household-by-household or even individualized basis. The problem, however, is that the Nielsen ratings currency off which linear TV is transacted, isn’t designed to accommodate all that variability. And not being able to use the Nielsen rating on addressable ads keeps a lot of advertisers from... Continue reading »
by Ryan Joe // November 10th, 2020 //
»
Snap Sales SVP Peter Naylor On Upstart Competition, Why Snap Avoids Exchanges And The Wide Release Of First Commercial

Snap’s First Commercial, a reach product that advertisers can use to position their message so that it’s the first ad Snapchat users see when they open the app, is now generally available, Snap said on Tuesday during Advertising Week. The ad is up to six seconds long and unskippable. First Commercial launched in the United... Continue reading »
by Ryan Joe // October 6th, 2020 //
»
TV Data Company EDO Launches Solution To Make Linear TV Buys Smarter, More Accountable

TV data science company EDO released an insights platform Thursday designed to help brands, agencies and broadcasters better plan linear TV campaigns and understand how effectively those campaigns drive search engagement. The platform, called Ad EnGage, contains a module that provides competitive intelligence – where advertisers can see where competitors placed their own TV ads... Continue reading »
by Ryan Joe // September 17th, 2020 //
»
‘Do I Really Need That New Smartphone?’ Consumer Tech Brands Adapt Their Marketing For A Changing World

Consumer electronics sales are usually a bellwether of consumer confidence and the broader economy. But this year, all bets are off. Although worldwide mobile phone shipments have been declining for several years largely due to market penetration and higher prices, the drop in 2020 is expected to be far more extreme, down to 1.57 billion... Continue reading »
by Allison Schiff // May 15th, 2020 //
»
Podcast: The Future Of Ad-Supported TV

People love to chatter about subscription services such as Netflix, Apple TV+, Disney+ and HBO Max. But free, ad-supported TV apps are also finding audiences – including Disney-owned Hulu and Viacom-owned Pluto. A similar startup is Tubi, a streaming service founded in 2014 that offers a huge library of movies and TV for free. This... Continue reading »
by Zach Rodgers // October 3rd, 2019 //
»
Is Facebook’s Attempt To Conquer The Living Room Too Little Too Late?

While you chill on the sofa trying to figure out what to watch next, there’s a war raging for your attention, and Facebook is the most recent combatant. On Wednesday, Facebook launched the latest additions to its suite of Portal hardware products, including a streaming stick for TV sets complete with video chatting functionality, augmented... Continue reading »
by Allison Schiff // September 19th, 2019 //
»
ANGI Homeservices Keeps Its Marketing Mix In Good Repair With Combo Of Brand And Performance

Allison Lowrie is at home with data-driven marketing tactics. As CMO of ANGI Homeservices, the IAC-owned parent of Angie’s List, HomeAdvisor and Handy, Lowrie is helping the company infuse a performance mindset into how it approaches offline channels. HomeAdvisor, which connects homeowners with home improvement professionals online, advertised during the Super Bowl for the first... Continue reading »
by Allison Schiff // March 26th, 2019 //
»
Nielsen Catalina Adds Cross-Screen TV And Video Measurement To Its Toolkit

Ad campaigns unfurl across screens, and that’s the way they should be measured. Nielsen Catalina Solutions (NCS) released a cross-screen measurement tool on Wednesday that links incremental offline sales for an ad campaign to total views across channels, including linear TV, mobile and desktop video, over-the-top (OTT) and connected TV. NCS, which provides purchase-based targeting... Continue reading »
by Allison Schiff // June 20th, 2018 //
»
PwC: TV Networks Evolve As Buyers And Viewers Demand A More Digital Experience

As eyeballs shift away from linear TV, networks are experimenting with new ad formats, targeting and measurement tactics to keep both buyers and viewers interested. TV ad revenue fell 2.7% to $70.1 billion in the US in 2017, according to PricewaterhouseCoopers’ “US TV Advertising Outlook,” released Tuesday. During the same period, online TV advertising, which... Continue reading »
by Alison Weissbrot // June 6th, 2018 //
»
Nat Geo Prizes Engagement, Not ROI, While Experimenting With ‘Genius’ Chatbot

National Geographic isn’t obsessing over the metrics for its Albert Einstein Facebook Messenger bot. “We want this to be fun – and if you try to measure ROI on something like this, you’re just setting yourself up to fail,” said Dennis Camlek, EVP of strategy and consumer marketing at National Geographic. Nat Geo launched the bot... Continue reading »
by Allison Schiff // June 20th, 2017 //
»
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