Robert Williams

NEW YORK – Technology developers that are creating the infrastructure for digital television are finding ways for their platforms to work together. Darren Sherriff, vice president of advertising technology solutions at Fox Corporation, would like to see similar collaboration with companies that help to measure viewership of programming and advertising. “We’re starting to see a […]

NEW YORK – Investments in advertising technology will help marketers and media companies become better at reaching audiences more effectively, says Sean Cunningham, president and chief executive of trade group VAB. These investments will be evident, even if the timeline is slower than some people expect. “My members are investing in dozens of enabling companies […]

NEW YORK – OpenAP today introduced a way to unify delivery of all television advertising buys and to support cross-platform measurement of campaigns. The advanced advertising company added programmatic interoperability to OpenID, its unique identifier for linear TV and digital audiences. Integrations with FreeWheel, Magnite and Xandr’s Monetize SSP give media buyers the ability to […]

NEW YORK – The sudden jump in viewership for streaming video sped up a longer-term shift away from linear television. Amid these changes, both channels have a role in helping advertisers to reach consumers most effectively. “There’s a bit of a false narrative in the market at the moment that’s getting pushed in terms of […]

NEW YORK – Advertisers face a variety of challenges in figuring out the best ways to reach consumers who not only view television programming on several connected devices, but also have more tools to guard their privacy. This fragmented media environment drives a need for a holistic solution for marketers and media buyers. “The biggest […]

The advertising industry specializes in inspiring people to take action, and where better to start than with its own members? Many younger adults, 18-30, do not participate in one of the most important ways to take action or stand up for issues about which they care: voting. The recently launched Voting MAVEN, which stands for “media […]

Performance marketing platform MNTN has worked to give television advertisers, including brands that had never run TV campaigns, a way to make their efforts more successful. As connected television (CTV) enables brands to reach target audiences on different devices, performance campaigns can be further enhanced. “We’ve found that a lot of our clients — this […]

A variety of studies have shown that people want to see themselves represented in television content and advertising. Technology company Sabio is helping producers of streaming content to monetize their efforts to create programming for diverse audiences. “The only way you can actually have pluralistic viewpoints on media today is to not only certainly incentivize […]

NEW YORK – Comscore this week said it had struck a deal with Fox Television Stations to provide local TV broadcaster with audience data to support its growth in advanced advertising. Marketers will be able to improve their ad targeting based on more granular consumer data from Comscore. “They [Fox] spent some time really digging […]

Marketers are looking for ways to reach consumers through linear and connected television (CTV) without showing the same ads to the same viewers too many times. Advertising automation platform Simpli.fi recently introduced the ability to provide buyers of linear TV advertising with complete incremental reach on CTV. “One of the number one challenges with buying […]

Digital media outlets gave a variety of direct-to-consumer brands, including disruptive startup brands, a way to advertise to target audiences and quickly see how their campaigns were performing. As more consumers spend with connected television (CTV), marketers are gaining access to a video channel that combines audience targeting with the emotional power of television advertising. […]

As marketers shift their ad spending to streaming platforms, they’re also looking for reassurances that their commercials appear within brand-safe shows. Connected TV publishers can offer more information about their programming to advertisers through Amazon’s digital advertising marketplace following a recent integration with video data platform IRIS.TV. “We’re going to increase the available inventory for […]

Roku helped viewers celebrate the premiere of HBO Max’s much-anticipated “House of the Dragon” with an exclusive fan experience on its streaming devices. Featured content included trailers, theme packs and special looks at the characters in the series, whose action takes place 200 years before the events in the hit fantasy show “Game of Thrones.” […]

The past decade saw a proliferation of digitally native brands that harnessed the power of social media platforms like Facebook and Instagram to reach target audiences. Many of these marketers are gaining the ability to launch targeted television campaigns as more people hook up their TVs to the internet. “Certain segmentation is very similar to […]

CANNES – Separating passing fads from enduring innovations can vex marketers as they decide what kinds of technologies to adopt in their advertising. Lately, there is consistent discussion about Web3 as the next stage in interactive media after the commercialization of the internet and the growth of social media. Web3 is seen as a more […]

CANNES – Women in leadership roles at work are important role models for other women who seek to advance their careers, start businesses and handle a variety of competing responsibilities. Sharing the benefits of their experiences with other women is especially helpful and is a key mission of She Runs It, the organization that started […]

CANNES – Consumers are dividing their time among a bigger selection of media channels and connected devices, and it’s not always clear whether they’re paying attention to advertisements that appear among their preferred choices of content. This uncertainty has spurred greater interest in measuring attention. “Marketers really need to start focusing on attention as a […]

CANNES – Brands that seek to engage consumers on newer social media apps such as Snapchat, TikTok and BeReal must learn how people use the platforms to share content, stay in touch with each other and entertain themselves. Without these insights, marketers run the risk of turning off consumers, facing mockery and damaging their brands. […]

CANNES – The media and marketing industry has touted the importance of including under-represented people in advertising and content, but they don’t have the right tools to measure those efforts, said Lisette Arsuaga, cofounder of the Alliance for Inclusive and Multicultural Marketing. The majority of data providers are telling marketers “that their data is 95% […]

As marketers seek to reach consumers among a variety of media channels and electronic devices, Comcast Advertising is working to help them to harness data to improve their targeting. “We’re really proud of the work we’ve done across Comcast Advertising more broadly at enabling more programmers and networks to be lit up by addressable enablement,” […]