Robert Williams

Marketers have sought to improve their audience targeting in such a way that viewers welcome advertising as much as quality content. Ad personalization vies with consumer privacy, while advancements in technology and data analysis aim to improve the customer experience. “Technology has advanced so much that now advertising itself has become the experience,” Amy McGovern, […]

Ecommerce has emerged as an enticing opportunity for media companies as advertisers seek to drive engagement and business outcomes through lower parts of the purchase funnel. Livestream shopping marks the next stage in the evolution of direct-response television amid as content and commerce intermix among a wider variety of media channels. “Livestream shopping is something […]

As much as marketers want to reach target audiences, they also want their advertising to appear within brand-safe content that engages viewers. Contextual advertising has regained some of its former luster as audience-buying strategies face greater challenges. “Over recent years, you’ve seen a real focus on audience buying, and there has been a shift where […]

Marketers will increase their spending on social media advertising by more than 21% this year, Dentsu forecast this week. The agency said ecommerce will be an important driver of this growth as brands seek sales conversions directly within social media apps. Twitter is among the social media platforms that seek to prolong consumer engagement with […]

Technology will keep changing the way marketers tell stories about their brands as they seek to engage consumers on digital platforms. Social commerce, metaverses and blockchain systems are three trends whose importance will become more apparent throughout 2022. “Social commerce is one of these massively growing areas of both engagement and brand interest, and we’ve […]

Brand storytelling is evolving as marketers engage consumers through a wider variety of media channels. Those engagements offer a richer set of data signals to help advertisers improve the performance of their campaigns throughout every stage of the purchase funnel. “We’ve been pushing very hard with our clients at PHD that brand and performance needs […]

Millions of consumers are dividing their time spent with media among a wider range of devices and platforms. That behavior has challenged media buyers and sellers to quantify the reach, frequency and other indicators of advertising’s effect on business outcomes for marketers. ViacomCBS, whose media brands include channels such as CBS, MTV and Nickelodeon (along […]

The rapid shift in people’s television viewing habits in the past couple of years has escalated demands for more accurate measurement of that activity. Marketers and media companies seek an advertising currency to set a value for viewership of traditional linear television and newer streaming services. “The investment behind linear still remains quite high compared […]

The ongoing fragmentation of the media marketplace has given brands more ways to engage with target customers among a wider variety of platforms and channels. Providing those consumers with a consistent experience among those outlets is a key priority for brands as they develop a cross-platform strategy. “We see so many marketers really taking on […]

Marketers that seek to reach target audiences and gauge the performance of their advertising have a variety of data tools to gain a better understanding of consumers. Audience engagement is a key indicator of their actual behaviors, though marketers also can glean insights from multiple sources of data. “It’s not one dataset across the entire […]

Brands face greater challenges in reaching consumers who are either constantly bombarded with advertising or who spend more time with ad-free streaming services like Netflix and Disney+. Amid the efforts to gain the limited attention of viewers, brand storytelling has significant value. “We have to earn the respect and the intention and the engagement and […]

The significant shift in media consumption habits in the past couple of years has compressed the timeline for technological development. As people spend more time with on-demand content from streaming companies, advertisers are seeking ways to improve cross-platform measurement as they shift billions in media spending out of linear television. Streaming services are “pumping out […]

Marketers face growing challenges in reaching target consumers as privacy laws give them more control over their personal information. Amid the gradual disappreance of online tracking cookies, advertisers need scalable technologies to manage data that consumers consent to share while also protecting their privacy. Data clean rooms that allow advertisers and media outlets to match […]

LOS ANGELES – Consumers are spending time with a wider selection of media outlets, challenging advertisers to reach them with omnichannel campaigns. Amid this fragmentation, traditional linear television boasts significant scale for major brands. “Linear still provides massive reach and scale. It provides immediacy when you think of live, linear programming – in particular, sports […]

LOS ANGELES – Advertisers increasingly need a combination of media, data and technology to improve the outcomes of their campaigns. These tools are especially important as the media marketplace grows more fragmented among connected devices and types of content. “We know not all of our clients are going to want the same thing, and typically […]

LOS ANGELES –  The audience growth for ad-supported streaming services is driving more marketers to set aside part of their television media budgets to these newer platforms. Amid that shift, they’re also scrutinizing the content that provides the surrounding context for their advertising campaigns, as they’ve done with traditional linear television. “There’s more attention to […]

The Consumer Electronics Show highlights the innovations that have the potential to transform the way people work, play and otherwise spend their time. The media and marketing industries are undergoing their own technological transformation, but some basic principles still apply. “Brands and media partners are innovating at record speeds, but the one thing that has […]

Marketers find the most success in their advertising campaigns when their messaging is combined with the effective audience targeting. “It’s that perfect merging of art and science, and being able to put together the right creative that’s going to resonate with the audiences,” Brad Stockton, senior vice president of U.S. national video innovation at Dentsu […]

LOS ANGELES – Successful advertising campaigns not only depend on reaching the right audiences at the right time, but also minimizing duplicated reach among different media channels. First-party consumer data can help to be more selective with ad targeting on connected TV platforms. “That data can be used in a variety of different ways — […]

The shift in television viewer habits during the pandemic has pushed advertisers to look for ways to measure audiences more accurately. The demand for demographic metrics that reflect consumer behavior has grown, especially after TV ratings stalwart Nielsen asked the Media Rating Council to temporarily halt the accreditation process in August. “From a demo measurement […]