Robert Williams

LAS VEGAS – Social media have sped up the proliferation of cultural moments, transforming digital images into viral memes and turning everyday people into celebrities overnight. Marketers can participate in these moments, making themselves relevant to consumers who spend their time with digital media. “We integrate cultural data sets that really give us an understanding […]

SANTA MONICA, CA – Connected television is rooted in an ad-free experience, but that’s changing as popular services such as Netflix, Disney+ and Amazon Prime Video offer ad-supported tiers. Because CTV is digitized, it can more readily adopt automated buying and selling of advertising. “CTV has a big opportunity to learn from the programmatic landscape […]

SANTA MONICA, CA – Marketers and media buyers that are weighing the best ways to reach television audiences most effectively are smart to conduct a cost-benefit analysis of their media plans. This process is especially important when making the transition from traditional insertion orders to automated transactions on programmatic platforms. “The marketer wants to understand: […]

SANTA MONICA, CA – American Cancer Society data indicate that the death rates from breast cancer fell 40% between 1989 and 2016, a decline that’s partly attributed to early detection. The trend is encouraging, but it’s not necessarily comforting for anyone who has been diagnosed with breast cancer. For media professionals Katie Kulik and Denise […]

SANTA MONICA, CA – Disney in January for the first time will host its yearly Global Tech & Data Showcase as a live event at CES, the hugely attended consumer electronics exhibition in Las Vegas. The media giant has built an audience graph that can be matched through a data clean room with customer information […]

SANTA MONICA, CA – Marketers that are working on automating the processes to bring together the creative parts of an advertisement based on a specific audience likely will rely on artificial intelligence technology. The goal is to free people’s time to work on more creative tasks. “Gen AI helps us to take all those tedious […]

SANTA MONICA, CA – Economic uncertainty has led some advertisers to tighten their belts and find ways to get the most out of their media dollars. While there are differences among a variety of industries, marketers also are looking for greater flexibility. “Right now, it is a soft marketplace. There’s a bit of a conservativeness, […]

SANTA MONICA, CA – Consumers are dividing their time among a wider range of media channels and connected devices such as smart TVs, challenging advertisers to better understand how they’re reaching current and prospective customers. Fortunately, the media, marketing and adtech industries are working together on solutions. “We’re finally seeing that collaboration really come to […]

SANTA MONICA, CA – Google last week moved ahead with its long-running plan to get rid of user-tracking cookies from its popular Chrome web browser. The limited test to restrict cookies for 1% of Chrome users is another reminder that advertisers need accurate audience identifiers to improve their targeting – especially as television becomes more […]

LAS VEGAS – Omnicom Media Group named Joanna O’Connell to the newly created role of chief intelligence officer, North America, where she will oversee the media agency’s team that provides actionable insights to advertisers. “With her two decades of experience in helping brands understand, manage and monetize the next new thing, Joanna is singularly qualified […]

SANTA MONICA, CA – Google this year is moving ahead with a significant change to how advertisers track users online, again showcasing how ill-prepared marketers are for the disappearance of a key identifier: browser cookies. The change also underscores the need for a method to improve ad targeting with quality data sources that are transparent, […]

SANTA MONICA, CA – Privacy regulations in many regions have pushed marketers to be more mindful of how they collect and share consumer data. Some of the rules are an additional hurdle when they seek to use data about their own customers to improve their advertising campaigns. “When you’re looking at the way that third-party […]

SANTA MONICA, CA – Advertising agencies must continually disrupt their operations amid changes in technology, the media marketplace and consumer habits. For Mike Solomon, who in June 2023 became chief executive of Omnicom Media Group’s PHD USA, agency transformation is key to helping clients with their brand objectives. “I can reach into all the amazing […]

SANTA MONICA, CA – The recent launch of Yahoo Backstage, the internet portal’s service for its demand-side platform advertisers, is part of an effort to provide transparency and what’s known as supply path optimization to brands. Premium video publishers such as A+E Networks, Dotdash Meredith, Newsweek, Raptive, The Arena Group and Vizio are on the […]

SANTA MONICA, CA – The American Cancer Society has data indicating that the death rates from breast cancer fell 40% between 1989 and 2016, a decline that’s partly attributed to early detection. While the trend is encouraging, it’s not necessarily comforting for anyone who has been diagnosed with breast cancer. For media professionals Denise Colella […]

SANTA MONICA, CA – Television viewers divide their attention among multiple media channels and connected devices, challenging advertisers to form a lasting impression of their brands. Optimizing campaigns to send the right message to the right audience is becoming a bigger priority. “We’ve set ourselves a very, very lofty target that by 2026, every impression […]

SANTA MONICA, CA – Regular viewers of connected television are familiar with the phenomenon of seeing the same commercial too many times during the same program. They may also see ads that are in the wrong language or seem geared toward a different demographic group. These incidents underscore the need for greater transparency in the […]

SANTA MONICA, CA – The explosive popularity of ChatGPT, a chatbot powered by generative artificial intelligence, has ignited interest in what the technology can do. For media buyers, a different form of AI known as machine learning is helping to pull audience insights from ever-growing troves of data. Computer programs that get smarter helps “to […]

SANTA MONICA, CA – Advertisers are seeking to reach viewers who have shifted their time spent with media away from live linear television to streaming video on connected devices such as smart TVs. They face hurdles in using the same media-buying tools for television that they use for digital advertising. “As media markets — particularly […]

SANTA MONICA, CA – Programmatic advertising has been criticized for not giving marketers enough information about where their advertisements appear. Some of those concerns have been carried over into connected television, where the profusion of CTV apps is reminiscent of the early days of mobile app stores. But there are reasons for optimism about CTV […]