Catherine Sullivan

CANNES – Marketers are asking for a reliable source of media measurement to help them set the value of advertising transactions, especially as national linear television becomes more addressable to different groups of households. “Measurement singly defines the biggest tension point between agencies and their clients, sellers and the brands themselves and the agencies,” Catherine […]

Brand storytelling is evolving as marketers engage consumers through a wider variety of media channels. Those engagements offer a richer set of data signals to help advertisers improve the performance of their campaigns throughout every stage of the purchase funnel. “We’ve been pushing very hard with our clients at PHD that brand and performance needs […]

WarnerMedia made a strong push into the streaming video market with launch of HBO Max in May, and plans to introduce an ad-supported version with a lower subscription fee next year. The company is developing a strategy to open up advertising inventory while also being mindful about the viewer experience. “It will be a responsible […]

The growing popularity of digital video is pushing linear TV platforms to innovate by offering greater flexibility to advertisers. That transformation is especially vital as the coronavirus pandemic and economic slowdown lead advertisers and agencies to shift their media-buying strategies. WarnerMedia is restructuring its operations as advertisers demand from linear TV the same kind of […]

Fox Corp. this year bought video streaming service Tubi to expand its reach outside of linear TV, an acquisition that ended up being exceptionally well timed. Millions of people stuck at home during pandemic lockdowns have had more time to watch video on every screen, including advertising-based video on demand (AVOD) services like Tubi. Marianne […]

The current crisis  is causing the media industry to “rethink what we do.”  It is making the TV Upfront less essential versus the time when clients want to negotiate, says Catherine Sullivan, Chief Investment Officer of the Omnicom Media Group, NA, in this interview with Beet.TV TV marketplace is moving inexorably to an “audience-based” world.  […]

Streaming is top of mind for Catherine Sullivan, chief investment officer for Omnicom Media Group North America. Major deals are happening as legacy media companies scoop up streaming platforms – Disney’s acquisition of Hulu, Fox’s acquisition of Tubi, ViacomCBS’s acquisition of Pluto – and new streaming services are launching. In May, HBO Max will debut; […]

If advertisers want to be seen alongside news content, they need to employ simple and genuine messaging. But there’s lots of room beyond that type of content in the broader category of “news” to provide useful information that many people are seeking, according to Omnicom’s Catherine Sullivan. “The news environment is a little tricky right […]

SANTA BARBARA, CA – Having spent more than 25 years on the sales side of the television business, Catherine Sullivan thinks AT&T’s new Xandr unit can leapfrog the industry. When it comes to helping marketers understand their target audiences and making TV smarter with more attribution and relevant advertising, “It can’t happen fast enough,” says […]