Robert Williams

Speed is a critical part of measuring the outcomes of healthcare advertising, helping marketers and their agencies to better optimize their campaigns for key performance indicators (KPIs). As an operator of a demand-side platform (DSP) for healthcare marketers, DeepIntent provides information that’s more quickly actionable. “Agencies will get a PowerPoint or some information a month […]

The variety of programming on streaming services not only gives viewers more choices, but also helps advertisers to reach more targeted audience segments. For Tubi, the ad-supported video on demand (AVOD) service owned by Fox Corp., the goal is to keep expanding its audience for its vast library of content and original programming. “So much […]

BOSTON – Marketers seeking to reach a mass audience often describe connected TV (CTV) as a way to reach an incremental group of consumers who don’t want watch traditional linear TV. However, CTV provides advantages for brands that seek more targeted audiences and want to tell a more complete brand story. For Saucony, the sportswear […]

Television viewing habits are undergoing a significant shift as younger consumers gravitate toward newer digital platforms while older generations show greater loyalty to linear TV. Amid these trends, the advertising market is being shaped by the demands of disruptor direct-to-consumer (DTC) brands that seek to generate sales even as they raise brand awareness. “Those three […]

Addressable advertising that lets marketers reach different households with different ads on linear TV is set to grow as technical hurdles are overcome. Video ad management platform Beachfront is at the forefront of enabling addressability as part of Project OAR, the industry consortium led by smart-TV maker Vizio. Beachfront recently completed a pilot program to […]

Advertisers have aspired to find a more holistic view of how people consume media, which has grown more complicated as they divide their time among linear TV, connected TV (CTV) and digital platforms. The demand for unification competes with the need to specialize amid the fragmentation of media channels. “The ‘muscle memory’ issue is prevalent […]

As more people connect their TVs to the internet, marketers are seeking ways to reach consumers among the growing number of streaming services that carry advertising. Streaming-device maker Roku this year highlighted five offerings at the NewFronts as it emphasized the idea that traditional linear TV is in decline. “TV should start with TV streaming, […]

YouTube today will host its yearly Brandcast showcase of its advertising products and creators as part of the Interactive Advertising Bureau’s NewFront sales presentations. The event is especially significant for the video-sharing platform, which is owned by search giant Google, as consumers spend more time watching YouTube on connected devices including smart TVs. Among the […]

Healthcare marketers have more tools to ensure their advertising is reaching patients who are most likely to seek the advice of doctors and pharmacists. Data-driven targeting can help to raise awareness among those consumers and improve the return on investment (ROI) for the makers of pharmaceuticals and medical devices. For InStep Health, the biggest point-of-care […]

Extreme Reach this month agreed to buy Adstream to combine their platforms for managing video advertising and offer a broader range of services worldwide. The companies have an overlapping presence in few parts of the world, and can complement each other to provide a global footprint. “More and more, our clients are asking for global […]

The cord-cutting trend has picked up steam in the past year as more households discover the variety of programming from streaming services, including ones that don’t charge a monthly subscription fee. These ad-based video on demand (AVOD) platforms also offer marketers a way to reach target audiences with customized ads. “The shift toward streaming is […]

Media spending is bouncing back, though advertisers are shifting their budgets to digital platforms like connected TV (CTV) that have seen strong viewership growth in the past year. The pandemic led to record cancellations of pay-TV services, cementing a longer-term trend away from traditional linear TV. “The shift from linear to digital is happening, and […]

This year’s upfront sales season will be notable for the heightened interest in digital video platforms whose audiences grew as consumers spent more time at home during pandemic lockdowns. “There’s going to be a tipping point,” Dani Benowitz, president of U.S. at Magna Global, the media agency owned by Interpublic Group, said in this interview […]

Millions of consumers whose first experience of digital video was on a desktop computer are carrying over those viewing habits to connected TVs. That means YouTube, the video-sharing site owned by Google, has a strong presence on the biggest screen in most households. “As we anticipated, more eyeballs have shifted to TV screens watching YouTube,” […]

Video games have become a key source of entertainment for millions of people who have been stuck indoors during the pandemic. That shift created opportunities to reach consumers who are elusive to other kinds of televised advertising, especially younger viewers. “The pandemic threw a curve ball at everyone last year, and brands really had to […]

CHICAGO – The decline in ratings for traditional linear TV has challenged brands to find other ways to extend the reach of their marketing campaigns. Increasingly, that means buying media placements on ad-supported video-on-demand (AVOD) platforms whose viewership has grown as people watch programming on connected devices like smart TVs. “We know that AVOD is […]

Consumers have more media choices than ever before as internet connectivity continues to broaden beyond computers and mobile phones to include television. Linear TV is converging with on-demand digital channels, and media companies are seeking a unified way to sell their ad inventories across these different platforms. “It’s the revenue opportunity that’s pushed convergence. Linear […]

Sports fans will find a way to watch their favorite players and teams despite significant disruptions, as seen in the past year. That commitment gives marketers a chance to connect with consumers even as they divide their viewing time among multiple devices. Amid these shifts, media and marketing executives from a variety of companies have […]

LOS ANGELES – The growth in streaming services that carry advertising is giving marketers another way to reach consumers through connected devices like smart TVs. Those ad-based video-on-demand (AVOD) services are seeing greater interest from advertisers as part of their overall media strategies. “We look at AVOD as part of the whole from a video […]

LOS ANGELES – This year’s upfront sales season for broadcasters will bring heightened attention to ad-based video-on-demand (AVOD) services. The platforms saw significant gains in viewership as consumers looked for fresh programming, especially sports fans who had to go without live games for a few months after the pandemic began. “When we look at a […]