Strategic Audiences, Live Programming Deliver Results for Advertisers: NBCU’s Maggie Zhang

CANNES – As advertisers seek to win over their most likely customers, they increasingly rely on a variety of data sources to optimize their media spending. NBCUniversal, a unit of Comcast, has developed advanced capabilities to help advertisers reach people by audience segments. “We are doubling down on strategic audiences because we truly believe the […]

 
 

Contextual AI Empowers Advertisers With Customized Audiences: Annalect’s Clarissa Season

As consumers seek more control over how their personal data are shared with brands, marketers are returning to contextual advertising – or placing ads next to content that’s most likely to engage a target audience. This shift is occurring as advances in artificial intelligence fortify contextual signals. “Contextual AI can help influence consumer behavior in […]

 
 

Retail Media’s Growth Reflects Key Changes in Shopping Habits: Kinesso’s Amie Owen

CANNES – Retailers that sell advertising make themselves more valuable to marketers by gathering as much information as they can about their customers. These data can be harnessed to improve audience targeting for a variety of brands. “We are very data-driven. If we don’t use data, it doesn’t count,” Amie Owen, global chief growth officer […]

 
 

Amazon, TikTok, Instacart and The Trade Desk Partnerships Support E-Commerce, Influencer Campaigns: Omnicom’s Megan Pagliuca

CANNES – Omnicom Media Group, a unit of the advertising holding company, announced partnerships with Instacart, Amazon, The Trade Desk and TikTok that aim to help brands reach target audiences while supporting e-commerce. The collaborations also seek to build on the growing segment of influencer marketing. “The opportunity with all of these partnerships is the […]

 
 

MediaMath Integration, Latin America Are Key Opportunities: Infillion’s Gabe Paton

Adtech company Infillion in the past year acquired MediaMath and began to re-establish the adtech pioneer by integrating its technology with its own programmatic brands. The automated buying and selling of advertising will continue to grow as marketers seek to harness customer data more effectively. “The transition to first-party data and cookieless solutions…really provides opportunities […]

 
 

CTV’s Ad Tools Deliver Performance, Personalized Audiences: Paramount’s Travis Scoles

The popularity of connected devices such as smart TVs and mobile phones not only has transformed how people watch video programming, but also how advertisers engage with audiences. Connected television provides marketers with a growing range of digital tools. “All the things that were great about television and all the reasons that we wanted to […]

 
 

Marketers Seek Clearer Picture of Automated Ad Market: GSD&M’s Dave Kersey

Advertisers in the United States are wasting $22 billion a year in what’s known as the programmatic market, which automates transactions between buyers and sellers of media, according to a study by the Association of National Advertisers. Media buyers are demanding greater transparency from demand-side platforms that provide a gateway into the marketplace. “It’s becoming […]

 
 

Consumer Brands, Retailers Are Driving Ad Growth: Uber’s Megan Ramm

Uber Technologies is working to expand its advertising business by touting its unique value proposition to brands. Its ride-sharing and food-delivery apps have geographical and order-history information that can help to determine consumer intentions. “We’re growing rapidly. Our formats are growing rapidly,” Megan Ramm, global director and head of consumer packaged goods partnerships at Uber […]

 
 

Reaching Online Shoppers at Checkout Drives Value for Brands: Rokt’s Doug Rozen

Advertising can inform, entertain and inspire consumers on their journey toward a purchase. The moment they’re at an online checkout is key for brands that seek to cross-sell or up-sell other products and services. “The moment that matters most in e-commerce is when somebody has done their browsing, done their shopping, put something in their […]

 
 

Revival of MediaMath Elevates ‘Creative as a Service’ in Advertising: Infillion’s Michael Colella

Adtech company Infillion in the past year acquired MediaMath and began an effort to re-establish the adtech pioneer by integrating its technology with its own programmatic brands such as TrueX, NeXt and InStadium. “The TrueX side of our house is the bespoke opt-in creative solutions. When it comes to the MediaMath side, it’s really exciting […]

 
 

Seedtag Buys Beachfront to Harness Growth in CTV Advertising

Contextual ad platform Seedtag this week acquired sell-side ad platform Beachfront to expand its business in the growing area of connected television. Financial terms of the deal weren’t disclosed. With the acquisition, Beachfront’s technology, premium inventory and expertise in CTV advertising will be integrated into Seedtag’s contextual ad tools to give marketers and media buyers […]

 
 

Outdoor Ads Are Seeing Digital Revolution: OAAA’s Anna Bager

MIAMI – Billboards are gradually becoming like outdoor televisions, making digital out-of-home advertising a way to reach on-the-go consumers in a less intrusive way than mobile ads. Combining digital distribution with dynamic creative and localized data adds to its effect. “Digital out-of-home is superhot, and it’s really the big growth area in out-of-home right now […]

 
 

AI, Programmatic Dealmaking Shape Global Media Buys: Omnicom’s Ben Hovaness

NEW YORK — Technology is shaping the way brands buy ad placements on various media channels, with tools such as artificial intelligence and programmatic automation becoming more predominant. That’s especially noticeable in the upfront marketplace. “A big part of that is increased generative AI offerings by sellers to smooth the process of creative generation to […]

 
 

Influencers Help Brands Meaningfully Engage with Consumers: Omnicom’s Kevin Blazaitis

MIAMI – Social media apps such as Instagram and video-sharing apps such as YouTube have spawned an industry of online personalities who offer user-generated content ranging from makeup tutorials to viral dance moves to reviews of the latest products. Omnicom Media Group is helping advertisers to manage their relationships with influencers and getting the most […]

 
 

Outcomes Are Best Barometer of TV Advertising: A+E’s Roseann Montenes

NEW YORK – Digital media channels such as internet search and social networks typically prioritize ad-performance metrics such as click-through rates, viewability and video completion rates. Performance metrics in the past few years have come to television networks as advertisers seek to attribute business outcomes to their campaigns. “We decided that we were going to […]

 
 

Shoppable Moments on TV Come With Group Effort: KERV’s Marika Roque

MIAMI – Millions of households have connected their televisions directly to the internet, opening up a digital avenue more interactions between brands and audiences. Digital advertising platform KERV Interactive is working with media companies and retailers to create shoppable television that’s convenient for viewers. Among its recent efforts, KERV has collaborated with NBCUniversal and Walmart […]

 
 

T-Mobile’s Andrea Zapata on the Power of Mobile Data

NEW YORK – Smartphones have become digital appendages for millions of people, making mobile devices powerful tools for gathering first-party data about consumer behavior – both online and in real life. T-Mobile Advertising Solutions aims to help marketers harness the data for audience targeting while also protecting customer privacy. “With T-Ads, what we’re able to […]

 
 

AI Enriches Retail Media, Especially for CTV: Michelle Weiskittel from Albertsons Media Collective

MIAMI – Artificial intelligence has become more well known among consumers who use the technology in popular text-generation apps such as ChatGPT and in internet searches. In the realm of advertising, AI applications are found throughout the media supply chain. “It’s really AI throughout the workflow from media planning, media optimization and creative,” Michelle Weiskittel, […]

 
 

‘We Have Audiences Grouped by Projects, Which No One Else Has’: Home Depot’s Melanie Babcock

MIAMI – Many retailers have set up media networks to sell digital advertising space to brands that want to reach consumers as they shop online. As retailers become suppliers of advertising inventory to the brands that supply products to their stores, the relationships between the two are changing. Brands “have a merchandising relationship, a supply-chain […]

 
 

Biddable CTV Delivers Value to Brands and Publishers: OpenX’s Andy Hammond

SAN JUAN, PR – The television advertising market is gradually become more automated as more buyers and sellers adopt software tools that have been used for years with digital display and online video. Amid the expansion of programmatic technology come more opportunities for real-time bidding on connected television ad placements. “Biddable connected TV is really […]

 
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