Robert Williams

Improved measurement of addressable advertising will underpin its growth as marketers and programmers have more tools to determine its effectiveness and hone their strategies in a cross-platform environment. Making those platforms more comparable is a key goal as TV audiences grow more fragmented among a growing number of choices among linear and over-the-top (OTT) channels. […]

Election Day is fast approaching, and people are starting to pay more attention to politics. Since the beginning of the year, the most likely voters have grown more dependent on televised political advertising to help form an opinion about candidates and key issues like the coronavirus pandemic and the economy. Among those voters who are […]

LOS ANGELES – Tracking cross-platform viewership to ensure that advertising reaches its intended audience has become much more sophisticated as marketers, agencies, media outlets and measurement companies combine their consumer data in various ways. The goal is to create a “common currency” that helps to unify the measurement of audience exposure among traditional channels like […]

Marketers are on the verge of expanding their addressable advertising efforts nationwide as cable TV companies work together to provide greater reach. Instead of being confined to two minutes an hour in local markets, addressable advertising inventory is expanding to 14 minutes among more households served by multichannel video programming distributors (MVPDs). “The goal is […]

Buyers and sellers of media increasingly talk about a “common currency” that helps to unify the measurement of audience exposure among traditional channels like linear television and newer digital platforms. Metrics that make comparisons of ad impressions more meaningful are becoming a reality, helping to support the ongoing growth in addressable advertising. “TV as we […]

Location-based marketing has been considered a powerful way for advertisers to reach target customers when they’re most ready to make a purchase. With advancements in mobile technology, marketers can use a tactic called “geofencing” to beam content or messaging at people within a specific geographic area. With geofencing, marketers can run “conquesting” campaigns to steer […]

Addressable advertising is becoming a reality as providers of TV programming work with cable and satellite TV companies to develop standards for audience measurement and media attribution. With improved targeting of audiences, advertisers can expect to see quantifiable results including business outcomes in the next few years. Discovery Communications, whose network brands include Discovery Channel, […]

Addressable advertising promises to let marketers reach different households as they watch the same TV program. After years of developing the technology and common measurement standards, cable operators are preparing to expand their addressable advertising offerings in the next year. “Addressable advertising at scale is here. We’re actively working to on-board programmers for some early-stage […]

Samsung Ads, the advanced TV advertising unit of the consumer electronics giant, recently launched a self-serve demand-side platform to give advertisers and their agencies more flexibility in their media buying. Samsung DSP gives programmatic buyers access to proprietary data, audiences and inventory for 45 million U.S. households, letting manage reach and frequency for video campaigns […]

Election Day is less than a month away, making it crucial for political campaigns to reach voters in hotly contested states and districts that have an outsized effect on the results. Targeting the 10% of U.S. households with undecided voters requires data and analytics, which have become much more reliable in this election cycle. “The […]

The “omnichannel utopia” is a place where buyers and sellers of media can agreeably determine the value of viewer attention among a growing array of content choices and delivery platforms. Advertisers face several hurdles in reaching that ideal point, but there are reasons for optimism as their media, agency and advertising technology partners work together […]

Marketers are calling for improved cross-channel measurement of advertising to avoid wasteful media spending and to improve the consumer experience with their brands. As seen with the recent demand by Marc Pritchard, chief brand officer of consumer goods giant Procter & Gamble, that media channels become more transparent to advertisers in the next year, improved […]

Snapchat got its start as a mobile app for sending photo messages that disappeared after 24 hours, and has since evolved to become a news and entertainment hub that’s popular with young adults and teens. Parent company Snap is building out its video programming to give people more reasons to linger in the app, and […]

CHICAGO – Consumers have more ways to consume media than ever before, challenging advertisers to track the effectiveness of their marketing efforts. The growth of the omnichannel universe is driving a shift toward audience-based measurement, and TransUnion is working to be at the forefront of that development. The company, which is best known as a […]

Successful omnichannel advertising strategies require a holistic approach involving people, process and technology. The ultimate goal of that approach is to reach target consumers among the growing universe of fragmented marketing channels while also avoiding wasteful media spending. “The linchpin for omnichannel anything is really to start with the audience and with the consumer, versus […]

SEATTLE – Omnichannel marketing has become more challenging as the media universe grows more fragmented, but that trend also has led to some surprising results for GrubHub. The food-delivery app has seen strong results from its cable TV commercials, defying expectations that digital channels were best suited to reach a target audience. “We are part […]

LOS ANGELES – Families with young children are spending more time with digital entertainment as the coronavirus pandemic limits many of the outdoor activities they used to have, spurring demand for kid-friendly programming. Increasingly, those households are turning to digital platforms like over-the-top and streaming services for shows they can enjoy together. WildBrain Spark, the […]

SEATTLE – The “omnichannel utopia” promises to give marketers better insights on how different media channels produce comparable results. Those comparisons remain challenging amid the rapid shift in viewing habits that has only sped up during the pandemic. “There was a lot of hope that we would be further along than we are,” Nicole Whitesel, […]

BOSTON – An omnichannel advertising strategy starts with the understanding that putting consumers first drives every other decision about how to reach them among a growing number of media channels. Implementing such a strategy can be challenging inside corporations with varied marketing teams that compete for internal resources while also focusing on different media outlets. […]

CHICAGO – The transformation of the media marketplace from analog to digital is bringing advertisers a few steps closer to the goal of unifying the omnichannel universe. Out-of-home advertising and experiential marketing are the remaining outliers in the analog world, though they increasingly are being integrated with digital platforms through mobile devices and social media, […]