Robert Williams

Marketers want their advertising campaigns to reach consumers when they’re in the best frame of mind to receive messages about a brand or offer. The media context for an ad always has been important, but was overshadowed as advertisers relied on other data signals from tracking cookies and device identifiers to improve their digital ad […]

SAN JUAN, Puerto Rico – As much as advertisers may want more data to demonstrate the efficacy of their advertising campaigns on television, such guarantees are still somewhat elusive. That leaves other considerations such as contextual information and traditional measures of audience demographics. “We are still just too heavy in our age-sex demo guarantees,” Molly Finnerty, […]

SAN JUAN, Puerto Rico – National television networks are gradually adding addressable advertising capabilities to show different ads to different households during the same shows. When fully implemented, addressable TV will offer audience targeting that’s comparable to digital video platforms. “We’re at this really interesting inflection point in the world of video where addressable television […]

Retailers that sell advertising space on their websites and mobile apps have the power to collect enormous amounts of data about the buying habits of their customers. That information can help marketers of consumer packaged goods (CPG) to hone their digital media-buying strategies. “The rise of retailer data is complementing and filling that gap from […]

SAN JUAN, Puerto Rico – Changes in people’s television viewing habits and the growth of data captured from connected devices like smart TVs are influencing the way audiences are measured. A variety of startups have emerged to offer alternate metrics to help set the value of advertising transactions, challenging marketers to evaluate which ones work best. […]

Gathering data directly from consumers has become a bigger priority for marketers as they not only comply with stricter privacy laws, but also find ways to harness first-party information. Google’s plan to stop supporting tracking cookies in its popular Chrome browser and Apple’s steps to curb the sharing of device identifiers are pushing marketers to […]

SAN JUAN, Puerto Rico – Newer technologies often come with a dizzying array of buzzwords, technical jargon and flashy bells and whistles. As advertisers seek help in evaluating martech and adtech platforms, they need to be mindful that the technology delivers on its promises. “A lot of times when you hire the consulting firms, they talk […]

SAN JUAN, Puerto Rico – Connected television can help advertisers to reach a wider audience by complementing their presence on local TV stations, though there are hurdles that need to be overcome. Advertisers may have caps on ad frequency that prevent them from buying commercial time on local stations and CTV channels that reach the same […]

SAN JUAN, Puerto Rico – National television networks are gradually expanding their support for addressable advertising, which lets marketers send different ads to different households during the same shows. The transition will open up 14 minutes an hour of linear TV ad inventory for improved household-level targeting. “With the success of the addressable campaigns that we’ve […]

ISpot.tv, a company whose software helps advertisers to measure the reach of TV and streaming-video campaigns, today said it had received a $325 million investment from Goldman Sachs Asset Management. ISpot’s platform recognizes content in real time and organizes metadata to tell which commercials play during ad breaks.  It also gives marketers a way to […]

SAN JUAN, Puerto Rico – Television networks are in a period of major disruption as consumers seek greater control over the viewing experience, whether they’re watching traditional linear programming or streaming content to connected devices such as smart TVs and mobile phones. Networks also are seeing greater demand from advertisers to automate their sales operations in […]

Samsung Ads, the consumer electronics giant’s advanced advertising platform, today introduced software tools for media agencies to manage and measure cross-platform video campaigns. The Samsung Ads Total Media Solution gives media buyers a more holistic view of ad exposure on TV networks’ linear and digital streaming apps. The offering is built on Samsung’s demand-side platform […]

Consumers worldwide are exposed to countless advertisements, making the measurement of which messages from brands capture people’s attention more important to marketers. These metrics can help advertisers to improve the efficacy of their campaigns. “There’s a lot of attention on attention at the moment,” Jason Tonelli, chief product officer at advertising agency Publicis Groupe ANZ, […]

Xandr, the advertising marketplace that Microsoft agreed to buy from AT&T, today introduced a data framework to give marketers more choices in setting the value of advertising transactions in linear television. The alternative currencies are available through a collaboration with media-measurement firms 605, Comscore, EDO, Samba TV, TVision and VideoAmp. “Activating these data sets for […]

SAN JUAN, Puerto Rico – Out-of-home advertising is rebounding as brands seek to reach consumers who getting outdoors more often after being stuck at home during the early days of the pandemic. Alongside this shift, technological advancements are transforming outdoor advertising. “We’re going through a big digital transformation right now,” Anna Bager, president and chief […]

Mass marketers with millions of customers must avoid seeing consumers as abstract data points whose behaviors are quantified in web visits, ad impressions and social media “likes.” Instead, marketers need to take a more “human” approach to reaching their target audiences as tracking cookies disappear from the internet. “There has been I think in the […]

SAN JUAN, Puerto Rico – Marketers can improve the effectiveness of their advertising campaigns as they develop a more complete picture of consumer behavior, especially as people split their time among multiple media channels and viewing devices. “The convergence of datasets and technology have changed the way we view and operate in the media landscape, […]

Political campaigns increasingly face the challenge of getting their message out to voters who divide their time among a wider variety of media channels and viewing devices. Those campaigns are expected to spend as much as $9 billion, including $1.8 billion on connected TV, during this year’s midterm election cycle. As these campaigns seek to […]

SAN JUAN, Puerto Rico – Measuring television advertising has become more competitive as newer data providers vie for acceptance in the media marketplace. There’s an ongoing debate about which metrics are most meaningful to advertisers and television networks, especially as viewers spend more time with streaming services. “It is the advertisers and the agency’s money who […]

Marketers face challenges in reaching consumers who may be spending more time with ad-free video services or dividing their attention among multiple viewing devices. Brand safety and privacy issues add to these hurdles, pushing brands to consider how their ads appears in the context of surrounding content. “When I think about contextual, it’s all about […]