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»On TV and Video

Why You Can’t Afford to Miss Your Next Campaign Deadline

During the pandemic, global streaming consumption accelerated exponentially. But expansive growth comes with expansive problems, including an unprecedented volume of late or failed campaigns. It’s time to shine a light on exactly what happens when someone misses a deadline – and why it’s so risky, writes Jason Trout, global chief digital officer at Peach.
by AdExchanger Guest Columnist // August 11th, 2022 //
»
Why This Amazon Ring Competitor Is All In On TV

Arlo’s first order of business as a standalone company was to pour money into performance marketing to drum up sales, which is what it did for nearly three years. But there was a problem: A lack of brand familiarity. So Arlo launched its first-ever brand campaign on TV, including linear and streaming, with digital and social also in the mix.
by Alyssa Boyle // August 8th, 2022 //
»
Linear And CTV Each Have Their Own Measurement Problems – And The Solution Is A Fusion

Streaming is attracting more and more of TV ad spend. And yet, measurement still hasn’t caught up. But traditional panel-based measurement is far from the only culprit – issues with ad fraud, viewability and audience identification are more prevalent on streaming. That’s why TV measurement needs to be a fusion solution, says Jon Watts, managing director of the Coalition for Innovative Media Measurement (CIMM).
by Alyssa Boyle // August 4th, 2022 //
»
Netflix And Microsoft Are The Perfect Match – But The Potential Goes Beyond Ads

Flexibility to innovate is part of the reason Netflix teamed up with Microsoft – but the potential of the match goes beyond ads. With studio costs for original content soaring and subscribers willing to drop subscriptions based on the attractiveness of a content library, a marriage with the owner of Xbox offers scope for diversification far beyond ad dollars, writes Joseph Lospalluto, US country manager of ShowHeroes Group.
by AdExchanger Guest Columnist // August 1st, 2022 //
»
Giving Creators Control Over Monetization Is The Next Step In Influencer Marketing

Fireside’s platform allows creators to distribute content across a range of media channels, including social media, CTV and podcasts, and monetize it how they see fit. Fireside recently partnered with influencer management firm Slash Management to create Slash Studios, a Fireside network dedicated to content that brings audiences behind the scenes of talent management and social media star making.
by Anthony Vargas // July 28th, 2022 //
»
Are You Measuring The Brand Lift Of Your Video Ads? Here’s Why You Should Be

In the digital age, we’re often reminded about how far we’ve come from our prehistoric internet past. A similar shift is happening in traditional advertising and the way consumers build relationships with brands, writes Christian Dankl, co-founder of Precise TV. Today, advertisers have much more insight into specific, data-driven relationships between brands and consumers.
by AdExchanger Guest Columnist // July 25th, 2022 //
»
Why QR Codes Are Only The Beginning For Shoppable TV Ads

Television does drive sales lift, although the impact usually isn’t immediate. Broadcasters have been trying to change that for a long time. Until recently, however, the reality of shoppable TV has lagged far behind the idea. Publishers are busy exploring interactive TV ad formats, from QR codes to clickable overlays – but are advertisers buying in?
by Alyssa Boyle // July 21st, 2022 //
»
TvScientific On Why Performance Marketing Can Work On CTV, Too

Most marketers agree that digital and social are performance channels, whereas they’re less convinced that performance marketing works on CTV because it’s a less interactive, lean-back experience. But CTV is a lot more like digital than many marketers think, said Jason Fairchild, CEO of TV performance marketing platform tvScientific. “CTV is like digital in that you don’t have to guess at what works – you know.”
by Alyssa Boyle // July 18th, 2022 //
»
Want Better Targeting And Lower Fraud? Avoid CTV Open Auctions

Open auctions appear to democratize and simplify CTV ad buying because they let marketers define parameters for viewers or inventory, enabling them to place ads quickly and cheaply across the ad-supported streaming services. But there’s a better way – open auctions are risky, and the emphasis is placed on price and meeting broad criteria, writes Ruby Resendez, director of digital solutions at Stirista.
by AdExchanger Guest Columnist // July 14th, 2022 //
»
As Programmatic Streaming Grows, The Ad Experience Has To Improve

Netflix is planning to introduce an ad-supported model to attract new viewers, and chances are it will embrace programmatic advertising, too. Without the portfolio of strategic partners that NBC and Disney have, Netflix will need to catch up somehow. Programmatic is one enticing option for doing so, writes Nicole Scaglione, global VP, OTT and CTV business, at PubMatic.
by AdExchanger Guest Columnist // July 11th, 2022 //
»
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