Joe Marchese

Pumped up by the foundational waves of programmatic and digital measurement, many advertisers in the last couple of years have pushed publishers to price their ads based on real business outcomes. After a recognition that proxy metrics like “clicks” didn’t necessarily translate in to real goals, like sales, certain publishers and even TV operators are […]

The idea of “the attention economy” is at least a couple of decades old. This Wired story introduced the early digerati to the concept in 1997, though it had already been circulating in several forms since the 1970s. Yet, fast-forward to 2019, and it seems proliferating content plus diminishing, an obsession with data and ad […]

LONDON – Which should be more important to television advertisers: viewer attention or ad “performance”? The answer poses risks for TV providers given the increasing march toward all things performance, according to Fox Networks Group’s Joe Marchese. “I feel that more and more TV is getting baited into trying to become a performance outlet,” the […]

CANNES – Just because Joe Marchese is probably the most outspoken advocate for reducing video advertising load and giving consumers more choices doesn’t mean he’s naïve about the challenges involved. Give him 20 minutes to explain those hurdles and lunar landings can seem simpler to achieve. Such was the case at the 2018 Cannes Lions […]

CANNES—Television ratings have been a consistent metric for several decades, despite their limitations. Now that new TV ad formats are emerging, “There’s just no consistency,” according to Joe Marchese. That doesn’t seem about to change anytime soon judging from a one-on-one interview with Marchese, who is President of Advertising Revenue at Fox Networks Group, and […]

If there’s a German word for the pleasure felt when all your detractors are finally thronging around you, then Joe Marchese is probably feeling it right now. The video ad-tech firm has spent the last few years trying to popularize technology that helps consumers see fewer ads in digital video when they engage with an initial […]

As someone who is responsible for television advertising sales, Joe Marchese is bullish on the medium. But as a viewer, he wants a lot more in return for his investment of time. “I love what advertising affords and supports content and storytelling,” but the current “incarnation of the market” has just been between publishers and […]

CANNES – Are media buyers too preoccupied trying to define “TV” and “video”? It’s worth approaching the issue from the sell-side, by way of Fox and ESPN. The answer rests on delivery systems, according to Joe Marchese, President, Advertising Revenue, Fox Networks Group. “The idea is, is a stream being delivered in a way in […]

CANNES – Yes, broadcasting live sporting events is expensive considering the rights fees. But it’s a great viewing environment at a time when consumers can avoid ads in other programming. It’s that “other” programming that concerns media sellers like ESPN and Fox, as evidenced by the discussion during a Comcast panel at the Cannes Lions […]

Letting consumers opt in to engage with digital commercials in lieu of seeing a full pod of them is just “the tip of the spear” in the quest to replace frequency based advertising, says Fox Networks’ Joe Marchese. “This is where we’d like to end up. But between here and there, there’s a lot of […]

CANNES — John Marchese has seen the future. It’s a world where consumers really like ads, and want to get more of them, because they enjoy interacting with commercial messages. That’s a world away from where we are today, says Fox Networks Group’s advanced advertising president. Because the truth is, consumers don’t really like ads at all. “We […]