Robert Williams

SAN JUAN, Puerto Rico – The television advertising market is growing more automated with the adoption of programmatic technologies, opening up the possibility for marketers and agencies to obtain real-time data about campaigns. This information will help to make the media marketplace more transparent, but more work needs to be done. “We could provide the […]

SAN JUAN, Puerto Rico – Marketers want to know not only that their advertising is being delivered through media channels, but also that it’s affecting consumer behavior. Increasingly, these insights include measurements of people’s attention to advertising. Paramount – whose media brands include CBS, Comedy Central, MTV, VH1, Nickelodeon and Showtime, along with streaming platforms […]

SAN JUAN, Puerto Rico – Buyers and sellers of television advertising are working through a period of major disruption in how they set the value of their transactions, or what is known as a currency. The growth in streaming has spurred a need for a currency that helps advertisers to compare digital video with traditional […]

SAN JUAN, Puerto Rico – Advertisers have many ways to reach consumers through multiple media channels, but comparing each platform’s value is still challenging. Setting the value of an ad transaction, or what’s known as a currency, is a necessary step in improving media plans. “We’re still not at a point where we know how […]

SAN JUAN, Puerto Rico – Marketers are swimming in data, especially as connected devices like mobile phones and smart TVs generate nearly endless information about consumers. The data are most valuable when they provide an accurate picture of people’s behavior. “When data is used correctly, what it enables us to do is to get to […]

MARCO ISLAND, Fla. – This year’s upfront sales season for television networks and video publishers will be informed with insights from the latest tests of what are known as currencies, or ways to set the value of ad transactions. That’s according to WPP’s GroupM, which recently piloted currencies among 16 of its advertiser clients to […]

MARCO ISLAND, Fla. –The range of streaming services covers everything from subscription video on demand (SVOD) that doesn’t carry advertising to free ad-supported television (FAST) that’s available to anyone with a connected device such as a smart TV or mobile phone. Connected television is becoming a bigger platform for advertising as marketers seek consumers who […]

MARCO ISLAND, Fla. – The Federal Reserve’s steps to combat inflation by raising borrowing costs had wide-ranging effects on asset values, including everything from stocks to cryptocurrencies. Falling valuations last year dampened mergers and acquisition activity for a variety industries including telecom, media and technology. Bankers are hoping to see more signs of recovery going […]

MARCO ISLAND, Fla. – Millions of U.S. households have connected their televisions to the internet, opening up the possibility to watch a wider range of programming. Because each connection has its own internet protocol (IP) address, television advertising can be targeted at segments of the broader audience. “CTV delivers a promise of having that direct […]

MARCO ISLAND, Fla. – Audience measurement, climate change and consumer privacy are among the most important issues that marketers are facing in 2023. Media, marketing and ad-tech professionals gathered at the IAB Annual Leadership Meeting to not only meet others in these industries, but also to discuss trends that are shaping their work. “What I’m […]

MARCO ISLAND, Fla. – A healthy media environment increasingly depends on innovations in privacy-safe audience identifiers, brand-appropriate context for advertising and more insights into how consumers pay attention to brand messaging, Doug Rozen, chief executive of the Americas for dentsu Media, said. “The goal of what we’re trying to do is to know people better […]

This year’s upfront sales season for media companies is expected to showcase a variety of innovations to help advertisers engage consumers among a variety of platforms. Media giant Paramount recently created a manual explaining how advances in viewership measurement help to set the value of ad transactions – or what is known as a currency […]

MARCOS ISLAND, Fla. – Millions of households are hooking up televisions to the internet, promising a possibility that advertisers can reach target audiences like they do on search engines and social media. But achieving these goals for connected television (CTV) is a challenge. “We’re getting closer to being able to leverage data for more precise […]

LAS VEGAS – The measurement of television audiences has been in flux as buyers and sellers of advertising seek metrics that accurately reflect the major change in people’s viewing behavior since the onset of the pandemic. Getting past the test-and-learn phase of developing new measurement tools that can be scaled for mass audiences has been […]

LAS VEGAS – Marketers are working to get ahead of the growing patchwork of consumer privacy laws by adopting a variety of technologies including audience identifiers and data clean rooms (DCRs). For beauty giant L’Oréal, clean rooms have helped to improve the outcomes of its advertising campaigns by matching its vast trove of first-party data […]

LAS VEGAS – The measurement of television audiences is evolving to encompass multiple platforms, expanding beyond traditional live linear broadcasts to on-demand streaming. Measurement data also include ways to evaluate the outcomes from different commercials sent to different households during the same programming, or what’s called addressable advertising. “With addressable advanced television, clients can actually […]

Kantar this month launched Vivvix as an independent brand specializing in syndicated advertising intelligence among digital and traditional media. Those channels include mobile apps, streaming and social media platforms such as Facebook. Vivvix, which is led by Chief Executive Andrew Feigenson, brings together what had been Kantar Media’s syndicated media coverage and Numerator’s advertising creative […]

LAS VEGAS – Consumers have more ways to watch video programming than ever before, whether they’re tuning into news from a local television station or streaming an on-demand movie. Advertisers, agencies, media owners and measurement companies are engaged in continual discussions about the best ways to quantify these viewing behaviors to help set the value […]

LAS VEGAS – The global economic outlook has become a bigger source of worry amid high inflation, rising costs to borrow money, war in Europe and significant job cuts at technology companies. As in past economic cycles, the uncertainty is pressing marketers to find ways to show measurable results from advertising budgets that may be […]

LAS VEGAS – Consumers divide their time among multiple media channels and electronic devices, challenging advertisers to figure out the best ways to reach them. Marketers also want to identify the best combination of attributes that delivers an outcome. “As we’re seeing things evolve, it’s giving us more insight into behaviors taken, what consumers are […]