Steve Ellwanger

The “proliferation of great content” on television platforms basically guarantees that advertisers will be chasing the right amount of advertising for a very long time. “You’re going to naturally see consumers shift their viewing habits based on that,” says Yale Cohen, EVP of Activation Standards at Publicis media. “If they’re not happy with the experience […]

Lots of OTT television choices means a boon for consumers, but it also means programmers must balance ad loads better. “That’s certainly a place we have to keep an eye on with OTT,” says Onmicom Media Group’s Sal Candela. “A lot of viewers flocked to OTT very early on from the fact that it gave […]

If finding disparate television audiences can be compared to the process of creating a cake, right now there’s no foreseeable cap on the number of layers that might accrue. This is because the current big push is to deliver incremental advertising reach and frequency using a variety of platforms and data providers. In this interview […]

As the “battle of the titans” in streaming television rages on, advertising won’t be going away anytime soon, according to MediaLink’s Michael Kassan. “I think it’s going to have to find its level,” the Chairman & CEO says in this interview with Beet.TV at the 2019 Digital Content NewFronts. “I think it has to be […]

As Hulu unveiled a slate of new content offerings at its NewFronts presentation today, the streaming television service said it will beta test a new advertising format called the “binge advertising experience.” The new format will make it possible for marketers to target binge viewers with creative that is situationally relevant to their viewing behavior, […]

As Noah Levine joins 605 from Fox, he sees in the television data analytics firm the capabilities of helping clients navigate a “multi-currency future.” He joined 605 two weeks ago as Chief Revenue Officer “because I believe the TV industry is entering a new period of change,” Levine says in this interview with Beet.TV. “The […]

Managing advertiser’s television spending and ad frequency at the same time in the OTT world is still quite complicated. “It is very disparate and there are a lot of different options. We’re not looking at a singular GRP anymore,” says Horizon Media’s Samantha Rose. Despite early skepticism about the potential for ad-supported OTT services, they […]

AT&T’s Xandr Media unit is showing advertisers the incremental impact on business outcomes from the combination of both big- and small-screen television viewing, given the preferences of younger viewers. “From a TV perspective, younger audiences have left. The deeper ratings decline is within kind of the younger set and they’re just watching digital video, they’re […]

Amid the “battle that we’re seeing play out right now” among major media companies for streaming video revenue, one thing is certain. It’s hard to monetize video that doesn’t get watched, according to IRIS.TV’s Daniel Harrison. “You’ve got a lot going on, but ultimately each of these companies needs to figure out a strategy that […]

Hearst Television’s Hearst Anyscreen OTT offering is adding scale through an integration with FreeWheel’s Monetization and Revenue Management platform. It’s a first step toward also enhancing the value of its local broadcast inventory. “They’ll be putting demand into our marketplace and doing audience extension to find their audiences on other premium content in service of […]

With its roots in local print, radio and television advertising, Cox’s Gamut has been branching out in recent years via partnerships with national TV networks for their OTT inventory. “So now we have an opportunity to be able to help local buyers kind of round out their entire local market video spend, get incremental reach […]

During next month’s TV Upfront, AT&T’s Xandr Media will unveil “a big upgrade” for television advertising, a main thrust of which will be the use of ads addressable to devices households to frequency cap and manufacture reach. The company will present at it’s first “Xandr Front” event on May 14. “There is a need to […]

Trying to find needles in haystacks is an apt metaphor for marketers of rare-disease pharmaceuticals when the only choice is low-value, mass-market television. But advanced TV targeting has brought such companies to “an inflection point,” says Butler/Till’s Scott Ensign. The VP of Digital Media at the Rochester NY agency explains how things have changed and […]

While video content fragmentation is great for viewers, it can be “a little overwhelming” for advertisers. One of the ways that NBCUniversal hopes to make it easier—on a global scale—is its new AdSmart offering with Sky, which was recently acquired by NBCU parent Comcast. “One of the newer and exciting announcements for us is Sky […]

SpotX and clypd are integrating their platforms to enable media owners to manage audience-targeting campaigns across linear television, digital video and OTT using common audience targets. “The workflow capabilities are not to be understated. This is often a huge pain point for media owners,” says SpotX CRO Sean Buckley. “And also as we get into […]

Amobee was the first advertising technology video platform to integrate with Tru Optik about two years ago. Addressable targeting across connected TV and a single opt-out across all devices were two motivating factors, according to Amobee’s Aleck Schleider. “We saw early on the continued growth of connected TV and OTT supply and obviously it continues […]

With the global rights to some 30 years of its programming, Discovery is pretty confident about its ability to withstand competition from advertising-free, direct-to-consumer streaming services. But that’s not to say the company has ruled out its own such offerings. “We do think that we have a couple of really interesting categories that would play […]

Amid a raft of mergers and acquisitions in advertising, media and related technology, being independent and objective while delivering scale have their advantages. A case in point is MediaMath, the 11-year-old company whose demand-side platform is used by advertisers and agencies. Last July, MediaMath raised $225 million from Searchlight Capital Partners, bringing its total funding […]

Contrary to some thinking, local advertisers quite often know who their existing and potential customers are. They just don’t always know how best to reach them, but local audience segments that weren’t available three years ago are helping to solve that. “The local marketers are some of the most sophisticated marketers that you’ll find out […]

Just shy of its sixth anniversary, Tru Optik has reached “an inflection point for us” with a $10 million venture round whose participants include TransUnion, with which Tru Optik will partner on data and privacy, says CEO Andre Swanston. The funding round for the provider of over-the-top targeting, measurement and privacy management was led by […]