Robert Williams

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 […]

SAN JUAN, Puerto Rico – The fragmentation of the media marketplace has challenged advertisers to manage campaigns among a variety of platforms, publishers and channels. Mediaocean is developing a set of solutions for advertisers following its acquisitions of ad-serving company Flashtalking and marketing technology firm 4CInsights in the past couple of years. “We’re really at a […]

Advertisers and their media agencies have a growing set of tools to reach target audiences though traditional linear television and newer streaming platforms. Data-driven linear (DDL) TV technology has gained traction as marketers seek these viewers who are dividing their time among different media channels and devices. “The exciting thing to me and what’s driving […]

SAN JUAN, Puerto Rico – National television networks are in the process of opening themselves up to addressable advertising, which lets marketers send different ads to different households during the same shows. The capability has existed in local cable markets for two minutes of commercial breaks every hour, making the national inventories of 14 minutes every […]

SAN JUAN, Puerto Rico – The ongoing fragmentation of the media marketplace has challenged advertisers to determine how they’re reaching viewers who are dividing their time among linear television and digital video channels. Going into this year’s upfront sales season for television networks, marketers want to unify their media-buying strategies as they seek to engage consumers. […]

Discovery Inc. today announced that Jon Steinlauf will be the future chief U.S. advertising sales officer for Warner Bros. Discovery, the company being formed in the merger between Discovery Communications and WarnerMedia. Steinlauf has more than 35 years of sales experience and will report directly to Bruce Campbell, future chief revenue and strategy officer for […]

SAN JUAN, Puerto Rico – The proliferation of “walled garden” media environments has challenged advertisers to find ways to get a more unified view of consumers. Social media platforms, search engines, connected TV apps and ecommerce companies jealously guard their relationships with customers and their first-party data. TiVo, the digital video recorder pioneer, has vast troves […]

SAN JUAN, Puerto Rico – Showing different ads to different viewers during the same shows on a national scale has been a key goal for television networks. Faced with growing competition from search engines, social media platforms and ecommerce companies that reach target audiences, media companies are upgrading their technology to offer addressable advertising. “Last year […]

SAN JUAN, Puerto Rico – The gradual disappearance of online tracking cookies and device identifiers is challenging the advertising industry to develop a way to improve their ad targeting while also protecting consumer privacy. The need for new identifiers is heightened with the growing popularity of connected television (CTV) as people watch video content on […]

SAN JUAN, Puerto Rico – The popularity of connected devices including mobile phones and smart TVs has led to more choices for video programming, including authentic user-generated content that vies for people’s attention. Reaching consumers in this environment demands innovation among media companies and advertisers. “We’re at a point in time where we’re witnessing the revitalization […]

Advertisers are grappling with significant changes in the way they reach target audiences through online media as tracking cookies disappear, privacy regulation becomes more pervasive and digital “walled gardens” proliferate. These challenges have contributed to renewed interest in contextual advertising that targets audiences based on the content they’re most likely to consume. “There’s a realization […]

SAN JUAN, Puerto Rico – Consumer brands, especially those in mature industries, can find growth by diversifying their advertising to include the burgeoning market of Spanish-speaking consumers in the United States. That was one of the key messages from Donna Speciale, the advertising veteran who last year joined Univision as president of sales and marketing, […]

SAN JUAN, Puerto Rico – Marketers and media outlets have been pushing for improvements in the television audience measurement, the linchpin for billions of dollars in advertising spending. After ratings stalwart Nielsen last year lost accreditation from the Media Rating Council, media buyers and sellers have sought other ways to set the value of advertising […]

Marketers have fretted that linear television and digital video have operated in separate siloes, hampering their ability to run cross-platform campaigns efficiently. FreeWheel, an ad-tech unit of media and communications giant Comcast, is working to break down those barriers with self-service features introduced last week. “We’re really looking at using our FreeWheel Strata technology in […]

SAN JUAN, Puerto Rico – Consumers have more control than ever before over what to watch on television as the profusion of connected TV (CTV) apps opens vast libraries of video programming. Amid these choices, ad-supported streaming platforms must ensure that automated auctions of their media inventories don’t result in commercial breaks that are annoying or […]