TV is finally beginning to mine the powerful digital marketing capabilities that big search engines and social networks offer. But there’s a long history of trust issues in digital advertising, writes Jason Fairchild, CEO of tvScientific.
According to Canoe Ventures, ad efficiency comes down to one thing: scale. On Wednesday, the data and technology provider announced four major broadcasters that signed on to enable its national addressable TV solution.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Since the 1950s, marketers have instinctively bought into the power of TV advertising, despite the fact that we have never been able to effectively measure its impact. This somewhat inconvenient truth, coupled with the high cost of TV advertising, […]
When advertisers think of the cutting edge of OTT advertising, they’re probably not thinking of Amazon as much as they are Roku, Hulu or YouTube. Despite having great video products, Amazon has not ballyhooed itself as a source for great video inventory. There’s not lot of inventory on Prime, for instance, and Twitch functions as […]
“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Maggie Zhang, executive vice president of video research and insights at Dentsu Aegis Network. Nowadays, anyone can easily find enthusiastic advocates for TV attribution at every turn, myself included. As we celebrate the newfound capabilities to […]
Stop me if you’ve heard this one: A man walks into a bar after seeing a TV ad … but there’s no way for the advertiser to prove it ever happened. On Tuesday, TV data company Alphonso inked a partnership with PlaceIQ to use the latter’s location data as a bridge between sitting on the […]
The CEO of TripAdvisor, Steve Kaufer, has a motto: “If it’s worth doing, it’s worth measuring.” Which is why TV had to prove itself before earning a spot on the travel review site’s media plan. Until 2013, TripAdvisor spent most of its budget on digital, mainly because of its measurability. There’s a lack of “direct, […]
Advertisers know linear TV spots drive store visits. Proving it is another story. On Tuesday, Snap-owned location company Placed released a tool that attempts to tie the two together. To power its offering, Placed is licensing viewership data from Inscape, the data division within smart-TV manufacturer Vizio, which has access to around 8 million opted-in […]
When the head bean-counter at Brand X walks into the CMO’s office and wants proof that TV spending works, the CMO needs a better answer than “My gut tells me it does.” “Ask anyone in charge of a TV budget, and they’ll tell you that they intuitively know it works,” said David Staas, president of […]
Just about every brand with a TV budget wants the answer to a simple question: How many people took action after seeing my ad on TV? But it’s not the type of question that can be answered by a gross rating point (GRP). To better understand the impact of its TV advertising, Ford and its […]
