Robert Williams

Streaming platforms are seeking to expand their audiences – and advertising sales — by building up their live sports programming, as seen with Amazon’s deal to show the National Football League’s “Thursday Night Football.” As more live sports migrate to connected devices, marketers must consider how their access to consumers is changing. “What we’ve seen […]

SAN JUAN, Puerto Rico – Worries about data breaches and loss of privacy have led to stricter laws in many of parts of the world to give people more control over their personal information. These concerns are top of mind for advertisers and their agencies as they seek to make advertising campaigns more effective at […]

LAS VEGAS – Online retailers such as Amazon and traditional store chains such as Walmart have built billion-dollar businesses in selling different kinds of advertising on their websites. In order for the retail media marketplace to grow and possibly overtake televised media – not including streaming or connected television (CTV) – advertisers will need more […]

SAN JUAN, Puerto Rico – Brands and their agencies are continually bombarded with pitches on technology that promises to improve the outcomes of advertising. Their goals ultimately determine the need for these solutions. “The way I see the world is we’re playing a 3D chess game, Sam Bloom, chief executive at Camelot Strategic Marketing & […]

SAN JUAN, Puerto Rico – Marketers are always looking for more insights to improve the effectiveness of their advertising. With that in mind, Havas Media Group has made the idea of “meaningful” a key part of adopting technologies that help brands to reach their business objectives. “’Meaningful’ defines our agency model, and we’re going to […]

SAN JUAN, Puerto Rico – Television historically has provided one of the best ways for major brands to reach a national audience most efficiently. With technological advances, it’s increasingly becoming more addressable in showing different ads to different households during the same live programming. “Linear addressability for us, it’s not just about incremental reach,” Steve […]

SAN JUAN, Puerto Rico – Media companies this year are teaming up a bigger variety of audience measurement providers as they showcase their programming for brands and agencies for upfront advertising sales. Paramount has worked to evaluate newer datasets and metrics that to set the value of advertising transactions, or what are known as currencies. […]

SAN JUAN, Puerto Rico – Regular viewers of television can be forgiven for being annoyed when they are shown the same commercial repeatedly during a program. Moreover, advertisers don’t want to damage their brands or waste media dollars when they are working to automate their media buying. For these reasons, frequency-capping of ads across different […]

SAN JUAN, Puerto Rico – Consumers divide their attention among multiple media channels and connected devices, challenging marketers to better understand how their advertising affects purchase decisions. Advertising and marketing agency Dentsu has worked to deepen understanding about attention. “We sought to build an open economy around value impressions connecting our clients to their audiences […]

SAN JUAN, Puerto Rico – Television viewership is evolving as more households connect the consoles to the internet and many younger consumers think of video as a mobile-first experience on app such as TikTok. Advertisers have to be mindful of these changes as they seek to engage potential customers. “Converged video is arguably the most […]

SAN JUAN, Puerto Rico – Television audiences have more control over the viewing experience than ever before as they connect a variety of devices to the internet to do everything from bingeing on a series to watching live sports. “What we’re really encouraged to see, because now we have a few years of data against […]

SAN JUAN, Puerto Rico – The digital transformation of the TV advertising marketplace is generating more data about media-buying activity, but what’s needed are standards for how to classify the information. Accepted definitions of content genres and other data would help. “We’ve done a lot of good work to access that data and have it […]

SAN JUAN, Puerto Rico – People’s concerns about privacy and stricter regulations on data sharing are pushing brands, agencies and media companies to adopt data clean rooms. The technology helps to match data records without sharing the information, helping advertisers to harness first-party data when working with media companies such as Spanish-language broadcaster TelevisaUnivision. “We’ve […]

SAN JUAN, Puerto Rico – The television audience is growing more fragmented as viewers divide their time among a wider selection of streaming platforms and connected devices. The growth in streaming also is driving grater experimentation with ad formats, including those that give viewers a way to respond quickly and easily. “There’s really a lot […]

SAN JUAN, Puerto Rico – Many technology companies whose revenue comes from digital advertising have cut jobs in the past year, partly reversing two years of rapid hiring to keep up with the strong growth in streaming and online shopping during the pandemic. Outdoor advertising has seen opposite trends, bouncing back as brands seek to […]

SAN JUAN, Puerto Rico – Marketers for years have fretted that they weren’t sure whether their advertising was working. With every refinement to media measurement, the goal has been to pinpoint what exactly motivated a consumer to buy something again and again. “The progression has always been to measure more and more outcomes,” Damian Garbaccio, […]

SAN JUAN, Puerto Rico – Major media companies and advertising agency holding companies are coming together in the recently formed Joint Industry Committee to help set standards for ad transactions in cross-platform premium video. Spanish-language broadcasting giant TelevisaUnivision wants to ensure that these standards adequately reflect the growing Hispanic audience. “There are still hundreds of […]

The joint industry committee (JIC) formed in January by major media companies expanded to include media agencies Dentsu Media, GroupM, Horizon Media, IPG Mediabrands, Omnicom Media Group, Publicis Media and RPA. The committee today announced its certification criteria for setting the value of cross-platform advertising transactions, or what are known as currencies, for premium video. […]

SAN JUAN, Puerto Rico – The upfront sales season for media companies this year is expected to include a more diverse group of measurement companies whose data help to set the value of advertising transactions, or what are known as currencies. Media giant Paramount last month distributed a manual at the Beet Retreat San Juan […]

SAN JUAN, Puerto Rico – Millions of households have connected their televisions to the internet, opening up the possibility for national brands to reach targeted groups of consumers in ways that are similar to more established kinds of digital advertising. Connected television (CTV) also can enable local advertisers – such as car dealerships or regional […]