Robert Williams

Marketers are looking for ways to reach target audiences while not bombarding them with repetitive commercials on connected TV (CTV) and traditional linear channels. Original equipment makers (OEMs) can provide unduplicated reach because most households only have one brand of smart TV in their living rooms. “Our research shows that there’s very little duplication across […]

Millions of people worldwide are hooking up their televisions to the internet, pushing marketers to allocate more of their media budgets connected TV (CTV) platforms. Those include consumer electronics companies, or original equipment manufacturers (OEMs), that have developed technologies for better ad targeting. “Three or four years ago, who would have thought that the OEMs […]

The increased fragmentation of the media marketplace gives advertisers more ways to reach target audiences, though it also brings more complexity. Advertising technology is evolving to help marketers navigate the landscape amid significant shifts in media consumption habits. “Media has become more complicated as we’ve seen more fragmentation, the shift to digital and the shift […]

Audience-based ad targeting has become more challenging as privacy laws give consumers greater control over their personal data, and tech companies give them more ways to avoid online tracking. As advertisers emphasize measurable business outcomes from their campaigns, they’re putting more weight into contextual targeting and integrating their brands with content. That’s especially true with […]

The growing audience for connected TV (CTV) programming is creating more opportunities for advertisers to reach consumers, especially younger people who have been early adopters of the latest video technologies. However, advertisers also face challenges in viewing activity. CTV Has Room For Improvement in Ad Pods Mike Baker, investor and strategic advisor Differences in the […]

Marketers, media agencies and ad-tech companies have been working to develop methods to measure the effectiveness of digital advertising as tracking cookies gradually disappear. Chief marketing officers at many companies are mindful of business outcomes. “Even before the pandemic, there’s been more attention on understanding the impact of media, and there’s more pressure on the […]

Addressable advertising on linear TV is a culmination of efforts to combine the reach of broadcasters with the targeting of digital platforms. Addressable TV also will drive greater adoption of programmatic media buying as advertisers seek more flexibility with their campaigns. Addressable Ads Growing on Linear TV Chris Maccaro, chief executive of Beachfront Media “We’re […]

Marketers are looking for more ways to measure the effectiveness of their advertising campaigns, especially amid the drastic change in consumer habits during the pandemic. For Pearle Vision, one of the biggest franchised optical retailers in North America, results are measured in the number of patients who visit their stores. “The expectations right now is […]

The growth in the audience for connected TV (CTV) is creating more opportunities for advertisers to reach consumers, especially younger people who spend less time with linear TV. Advertisers face challenges in measuring the rapid change in viewing activity, as Kris Magel knows. He joined Samba TV, the provider of omniscreen advertising and analytics, in […]

Consumers are exposed to hundreds advertising messages every day, challenging brands to cut through the clutter. Branded content is one way that marketers can integrate their messaging with programming that draws viewers. Roku, the maker of streaming devices that connect TVs to the internet, this year formed the Roku Brand Studio to help advertisers create […]

Advertisers have access to more sophisticated tools to help them optimize their campaigns, amid challenges such as privacy regulations and the loss of online tracking methods like third-party cookies. Measuring the effectiveness of advertising includes more key performance indicators (KPIs) like customer lifetime value, conversions and return on investment. “We’re looking more at first-party data […]

Advertisers need to come together with media, measurement and ad-tech companies to support the growth in advanced TV. Their partnerships will lead to greater automation and better outcomes that drive more investment in advertising as linear TV and digital video converge. Interoperability Is Great Unifier Kevin Lemberg, head of partnerships for advertising solutions at Comcast […]

LONDON – The growth in streaming video platforms will reach a point where advertisers make addressable TV central to their media planning. The ability to reach target audiences with more customized messaging will drive this shift, said Harry Harcus, managing director of WPP-owned addressable TV company Finecast. “We’re going to reach a point soon-ish, I […]

The fragmentation of the media marketplace has challenged advertisers to develop improved methodologies to measure the effectiveness of their campaigns. The demand for outcomes-based metrics also has increased as consumer spending habits have changed during the pandemic. “We are moving from outputs to outcomes,” Marla Kaplowitz, president and CEO of the American Association of Advertising […]

Consumers are dividing their time among linear TV and newer streaming channels, spurring discussion about a cross-screen currency for setting the value of ad transactions. But data and metrics have many other applications for businesses, said Christine Grammier, head of TV measurement at data connectivity platform LiveRamp. “We see a vast ecosystem that uses data and metrics […]

The fragmentation of the media market has pushed advertisers to find ways to reach consumers among more devices, and determine which ones produce the best results. This approach to cross-screen measurement reflects changes in viewing habits. “When we plan media on behalf of our clients, we don’t plan them in channel siloes. We plan across […]

Advertisers have a growing number of ways to measure the effectiveness of their campaigns as more consumers spend time with connected devices like smart TVs and mobile phones. Roku, the maker of a popular video streaming device, has added to its menu of measurement services as marketers demand more outcomes-based metrics. “We’ve expanded the roster […]

Cross-screen measurement of advertising has become a bigger priority for marketers as they seek to understand how consumers have changed their viewing habits among a wider group of devices. The growth in streaming video has not only made the media landscape more fragmented, but it also has provided another source of data about consumers. “If […]

More advertisers are relying on a broader set of measurement tools to evaluate the effectiveness of their campaigns. These outcome-based metrics seek to provide more insights into how advertising affects consumer behavior. “Clients are getting a lot savvier in terms of being able to ask the right questions, to be able to measurable business results […]

Improving the media ecosystem for advertisers and consumers is a significant undertaking that involves everything from tackling ad fraud to improving audience measurement methods. It also includes greater awareness of the environmental effects of advertising amid growing concerns about global warming. Responsible advertising “goes a step deeper, and it does get into a little bit […]