Robert Williams

CHICAGO – Stricter privacy laws are forcing marketers to develop strategies to improve audience targeting by developing sources of first-party data that consumers provide voluntarily. However, consumers want to know the benefits of providing that information, a key step in providing transparency and building trust. “When we talk about leveraging first-party data, we are typically […]

Addressable advertising that lets marketers target households through linear TV will help to enable automated media buying that’s similar to the digital ad marketplace. DISH Media sees the development as an extension of its past experience with programmatic sales for Sling, its over-the-top video service for households that have connected their TVs directly to the […]

LOS ANGELES — Streaming audio is changing the listening experience for everyone with a smartphone and reliable data connection, giving marketers a way to reach audiences in a broader variety of settings. The portability of mobile devices means that people can call up music and podcasts from almost anywhere. “Audio is primary, it’s booming, it’s […]

Addressable advertising that lets marketers target individual households on linear TV will revolutionize the way broadcast networks sell their commercial inventories and fuel higher spending. With TV ratings company Nielsen last month saying it would start measuring addressable ads on a national basis next year, a major barrier to spending growth will recede. “What we […]

ATLANTA – Local news outlets this year have shown their power to reach viewers during times of crisis, as people seek information about that has the biggest effect on their regions. That’s especially true during the pandemic, as various cities and states implement differing policies to halt the spread of COVID-19 based on the most […]

Marketers are seeking to boost the efficiency of their media buying as the economic fallout of the pandemic pressures their advertising budgets. The demand for greater efficiency makes transparency a bigger a priority in ensuring they’re reaching the right audiences with their media buys. “Agencies and marketers are cost-conscious,” Sarah Warner Harms, vice president and […]

Marketers, publishers and advertising technology companies have sought ways to wean themselves off third-party cookies as makers of web browsers, especially Apple and Google, end support for the audience tracking technology. While consumers are mindful of privacy, they’re likely to miss a technology that provides many conveniences for people as they use the internet. “We’ll […]

Pay-per-performance is an idea that’s gaining traction among buyers and sellers of media who increasingly talk about a “common currency” that helps to unify audience valuations for traditional channels like linear television with newer digital platforms. For station owners like Sinclair Broadcast Group, which covers about 40% of U.S. households, a common currency is significant […]

As healthcare advertisers shift their media buying into programmatic channels, they have an opportunity to reach targeted audiences at scale among a wide variety of digital video platforms. Those platforms are working to accommodate those advertisers, including drug makers that are required to provide product claim disclosures in video spots, extending their length. “That gets […]

This year’s elections brought record levels of spending on campaigns, with the Center for Responsive Politics raising its estimates of a final tally to more than $14 billion from $11 billion only a few weeks before. It’s still too early to tell how much of that amount went into television ads, but there’s little doubt […]

The coronavirus pandemic has raised public awareness about health issues, but it also presented many challenges to marketers of health-related products and services. With many doctor’s offices closed down temporarily earlier this year, healthcare marketers had to find other ways to communicate with physicians and their patients. “A lot of our clients have millions of […]

Live sports are ready to make a comeback after the pandemic led to the biggest interruption in fan attendance since World War II. As vaccine researchers report surprisingly good results from recent tests, many people next year are more likely to seek things they had shunned, including sporting events, concerts, theaters, airlines, restaurants and stores. […]

The growing number of video channels is challenging advertisers to develop strategies to reach unduplicated audiences both at the national and local level. To stand out amid the clutter, those marketers also want a way to integrate their messaging with content that keeps viewers engaged. Advertisers “want a package that includes branded content, content creation […]

The growing audience for connected TV services gives advertisers in the healthcare and drug industries more ways to reach medical professionals and their patients. Those advertisers also can improve their audience targeting with health information about consumers whose sensitive medical data are closely guarded with strict rules against unauthorized sharing. The good news for healthcare […]

CHICAGO – The growth in over-the-top (OTT) video services has given advertisers another way to reach households that either canceled cable and satellite services of never signed up for them. Marketers and their media agencies also can get quick access to viewership data, helping them to make adjustments to their campaigns and complement their linear […]

Healthcare advertising has tended to be conservative, especially for products like pharmaceuticals that are heavily regulated and are required provide extensive disclosures. However, those marketers are starting to embrace advertising technology to reach healthcare providers as the coronavirus pandemic drives demand for the latest product information. For Haymarket Media, which publishes dozens of titles for […]

LAFAYETTE, CA — While advertisers are bracing for the end of third-party cookies and mobile device identifiers to track online audiences, providers of over-the-top video services have functioned in a cookieless environment for years. Instead, they have developed first-party data about viewers, and enriched the information with third-party sources. “As an OTT company, we have […]

Local news programming this year has seen strong viewership growth as audiences seek the latest information about the pandemic. For advertisers seeking to convert viewers into new customers — especially as their buying habits change dramatically — local news also provides more concise targeting for both regional and national brands. “We found that a lot […]

Millions of U.S. households are connecting their TVs directly to the internet as on-demand video services supplement or replace their cable and satellite subscriptions. To reach those consumers, marketers are dedicating a bigger portion of their media budgets to over-the-top (OTT) and connected TV (CTV) platforms, making verification and viewability metrics more important. “We’re seeing […]

Local TV advertising is getting more sophisticated with the development of technologies to help media buyers with their decision-making. That development is part of the broader convergence of traditional linear TV with various digital platforms that are gaining great consumer acceptance. Advertising agencies are responding to this convergence by combining the expertise of their broadcast […]