Robert Williams

As consumers spend more time with connected devices like smart TVs and mobile phones, advertisers have more ways to reach audiences through over-the-top (OTT) channels. The pandemic led people to spend more time watching streamed video, including platforms that sell ad inventory in pods. “It’s become increasingly clear that OTT has taken center stage both […]

The global pandemic has made people more aware of taking steps to protect their personal health, even as it has challenged healthcare marketers to reach patients and medical professionals. Those marketers have an important role in helping to educate people about the availability of vaccines, and to address concerns about safety. “We have a population […]

The media marketplace has become much more fragmented as media and technology companies launch digital video services to lure viewership on connected devices like smart TVs and mobile phones. As advertisers shift their media spending to those streaming channels, pricing data have become more crucial for a functioning marketplace. “We’re coming out of 2020, where […]

Advertisers have more ways to buy commercial time as media owners open up their connected TV inventories to automated auctions. ViacomCBS, whose media brands include CBS, MTV, BET, Nickelodeon, Comedy Central and Paramount, has expanded its range of programmatic offerings as ad-serving technology grows more sophisticated. “Programmatic at ViacomCBS right now is a number of […]

Television advertisers are seeking the same kind of audience targeting features they’ve grown to expect among digital channels, a demand that will help to support the growth of addressable advertising on national TV. Measuring the effectiveness of those campaigns will be a key part of the next stage of linear TV’s evolution. “A lot of […]

Advertisers in the healthcare and drug industries have more tools to reach medical professionals and their patients as the media landscape evolves. Viewers are watching video content on multiple devices, including digital platforms that are selling more of their advertising inventory through automated auctions. “The fastest change in the programmatic space has been on the […]

The television advertising marketplace is undergoing a major shift as marketers seek to reach audiences who are watching more video on internet-connected devices. The digital transformation makes ad servers a fundamental part of the way video publishers help those marketers get seen by viewers. “For publishers, ad serving is the foundation of a tech stack. […]

Millions of U.S. households are hooking up their TVs directly to the internet, opening a pathway for advertisers to reach them through the growing number of video streaming services. As consumers split their viewing time among those digital channels and more traditional linear TV, marketers are adapting their media strategies to reach them. Cadillac, the […]

The absence of live sports during the onset of the pandemic challenged sports leagues and broadcasters to provide programming that partly filled the void. For Disney’s ESPN, that meant getting creative with its approach to providing everything from documentaries like “The Last Dance” about NBA legend Michael Jordan and the Chicago Bulls to reformatting events […]

Audiences can access a wider variety of content on digital platforms and gain more control over the viewing experience as they connect their TVs directly to the internet. That change in viewing habits creates a win-win situation for viewers and the marketers that seek to reach them. “For viewers right now, it’s the Golden Age […]

PHILADELPHIA – The absence of fan attendance at sporting events for most of last year led advertisers, broadcasters and teams to develop other ways to reach fans who were stuck at home. Virtual signage that was only visible to TV viewers became more prominent as marketers shifted some spending away from in-stadium campaigns. “We’ve spent […]

Sports fans will find a way to watch their favorite players and teams, giving advertisers a way to participate in programming among a wider variety of devices. Amid the fragmentation of the media market, audience-based targeting is central to reaching those fans, especially younger consumers. “Whatever you’re a fan of today, you can find that […]

DETROIT – Live sports are a key part of Rocket Mortgage’s strategy to reach a broad group of consumers, whether they’re looking to buy their first home or refinance an existing loan. The lender is active in its sports marketing programs throughout the year, and quickly revamped its plans as the pandemic led to the […]

The growing audience for advertising-supported streaming audio is driving a shift in media spending as marketers seek to reach listeners of music and podcast programming. The portability of smartphones and the popularity of unlimited mobile data plans help to reach consumers wherever they are, while smart speaker ownership is rising among connected households. “I’ve been […]

The temporary suspension of live sports last year dramatized the importance of audience-based targeting for advertisers. As sports leagues resumed operations without fans attending games during the pandemic, viewership jumped in the second half of the year and marketers sought to reach them more effectively. “There became huge pent-up demand for these loyal sports viewers,” […]

The new year shows signs of bringing back more traditional scheduling of live sports, though the Summer Olympics is still uncertain amid the global pandemic. A “new normal” in viewing habits is emerging, challenging sports leagues, advertisers and broadcasters to adapt to disruptions that started last year. “There were a lot of unknowns from the […]

As the biggest screen in the house, television serves as the main way that most sports fans watch live games, but ancillary digital content can’t be ignored. Younger consumers are ready to engage with sports, using social media as a platform to gather with other fans and to see highlight clips. With sports fans spending […]

Bringing live sports back to television last year was a herculean effort that challenged broadcasters, sports leagues and advertisers to pivot quickly to engage with fans. Turner Sports, the division of AT&T’s WarnerMedia whose network brands include TBS, TNT, TruTV and AT&T SportsNet, pushed through the pandemic’s disruptions as a major provider of sports entertainment. […]

Sports programming is an important anchor for advertisers in reaching audiences, not only when fans watch their favorite teams, but also when they consume other kinds of content. Reaching them takes an audience-based approach — and that become much more apparent last year when the pandemic capsized the sports calendar. “What we’ve found is that […]

The streaming audio market is growing as consumers spend more time listening to music and podcasts from on-demand platforms. Technological innovation also is putting audio advertising into mobile games, making them less intrusive than that video or display ads that can be a turnoff to gamers. “Audio is a market that has been exploding, in […]