Robert Williams

LOS ANGELES – As video game publishers seek more ways to monetize their content, in-game advertising is seen as a source for growth. Because playing video games demands a person’s undivided attention, they can provide brands with a way to raise awareness and recall. Video games are “one of the most scaleable, cinematic, high-quality content […]

LOS ANGELES – Viewers are dividing their time spent with video content among a wider variety of devices and platforms, challenging advertisers to measure reach and frequency more accurately. ViacomCBS supports efforts to create a cross-platform currency for the media marketplace alongside its development of its Vantage platform for advanced advertising. “Optimization, targeting – all […]

LOS ANGELES – Advertisers, marketers and measurement companies agree on the need for a cross-media currency for buying and selling video advertising. However, they’ve been frustrated as the media landscape has grown more fragmented, and walled-garden environments hinder audience measurement. Diana Bernstein, executive vice president and managing director of investment at Havas Media Group, is […]

LOS ANGELES – The growth in e-commerce has spawned a variety of digitally native and direct-to-consumer (DTC) brands. As those marketers grow, they are developing television advertising campaigns to reach a wider group of potential customers. “We’re all customers in the direct-to-consumer space. The idea of going directly to a store is no longer the […]

LOS ANGELES – Marketers have more ways to measure the effectiveness of their advertising campaigns with strategies that consider business outcomes. This transformation is affecting the way agencies work with clients and their media partners. “I would love to be able to spend less of my day thinking about strategic ways to work with the […]

LOS ANGELES – Consumers are reaching their limit on how much they’re willing to pay for monthly subscriptions to streaming video services. Those budgetary constraints are pushing many of them to seek out advertising-supported platforms that are free to watch. “What we’ve found in the past few years is that free content is growing extremely […]

LOS ANGELES — The television industry is grappling with significant changes in the way viewership is measured, including greater emphasis on how advertising campaigns drive business outcomes. With consumers splitting their time among a wider variety of screens, cross-platform measurement has become a bigger priority. Amid these developments, NBCUniversal this year undertook a major effort […]

LOS ANGELES — Media companies and buyers of their TV advertising inventories for years have sought improvements in audience measurement. The need became greater when the pandemic spurred a sudden shift in viewing habits to streamed video. “People are frustrated with the status quo and actively looking for change,” Michael Parkes, president of media measurement […]

LOS ANGELES — The growing audience for video on connected devices like smart TVs and mobile phones is pushing advertisers to adapt their media strategies. Marketers are more receptive to innovation than they had been as recently as a few years ago as viewers spend more time watching connected TV (CTV). “As the world of […]

Marketers face more challenges in measuring the reach and frequency of their television advertising campaigns as viewers split their time among different video platforms. Many of those channels don’t share data about their audiences, making it harder for advertisers to tell they’re showing the same ads to the same households too much. LG Ads aims […]

LOS ANGELES – The increasingly fragmented media market is challenging marketers to find ways to measure the performance of their campaigns and find the best value from their ad buys. Media companies that compete for those dollars can help the market to grow by cooperating on common standards for metrics, attribution, interoperability and privacy-compliant identifiers. […]

LOS ANGELES – Content producers and distributors have more ways than ever before to reach audiences with programming. Data about those consumers are valuable for advertisers as they develop their media plans, especially as audiences splinter among more connected TV (CTV) choices. “The fragmentation that’s being created within CTV starts with the consumer, because they […]

LOS ANGELES – The growing audience for video content on web-connected devices has prompted many marketers to run more advertising on streaming services. The transition from traditional linear television to connected TV (CTV) had been gradual before the pandemic triggered a surge in demand from consumers who spend more time at home. “We’ve been betting […]

LOS ANGELES – People who hoped to save some money by canceling their cable or satellite service and switching to streaming are seeing more premium content go behind subscription paywalls. That makes free programming on ad-supported video on demand (AVOD) services appealing to a wide group of consumers. “Free is free. It’s liberating. It’s what […]

LOS ANGELES – The growing fragmentation of the media landscape amid the proliferation of video apps for connected devices adds to the challenge for marketers that seek to reach consumers. Taking a unified approach to these digital video outlets and traditional linear television is the best way for brands to derive greater value from their […]

LOS ANGELES – With the television marketplace growing more fragmented as viewers split their time among a wider selection of video content providers, sellers of advertising are adjusting their strategies to capture a bigger share of media dollars. Providing solutions for advertisers that are seeking data-driven, audience-based targeting with their growing programmatic buyers are a […]

LOS ANGELES – The growing popularity of streaming video is giving advertisers another way to reach millions of U.S. consumers who watch a broader variety of on-demand programming. Marketers want to ensure that their messaging appears next to content that’s not only relevant to target audiences, but also is brand-safe. “Core to measurement is content […]

LOS ANGELES – The cost of viewer impressions shouldn’t be the only thing that marketers consider when buying advertising on broadcast networks. Compelling content that engages audiences in a brand-safe environment not only provides better context for ads, but also helps to avoid the pitfalls of running programmatic ads in the murkier parts of social […]

LOS ANGELES – Marketers face challenges in attaining reach and frequency goals for their advertising campaigns as consumers divide their time among a wider variety of media channels. They also seek improvements in addressability and measurement to ensure they’re driving business outcomes. Web services company Yahoo is investing in cross-channel measurement to help marketers understand […]

Personal information gathered directly from consumers has become more valuable for marketers as privacy regulations and technological changes hamper data sharing. They can harness first-party to improve their ad targeting and to measure which media platforms perform best. “We’re managing a bit of a transition in terms of how we think about first-party data,” Jared […]