Rethinking Interactive TV Measurement
Posted by Michael Kokernak on Nov 19, 1:59 PM
While today's interactive experiences include on-screen polling and multiple choice questions, the scale required for nationwide interactive advertising hinges on establishing an engagement formula tied to a single "click." The formula should be as simple as a "yes, no, or maybe" proposition.
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Closing Out 2009: Trends In Video
Posted by Eric Franchi on Nov 16, 2:22 PM
One of my favorite things about working for an ad network is the diversity of partners required to run the business. Those constituents not only represent the lifeblood of your business, but are a potential goldmine of information on trends in the marketplace that can be used for future planning. All you need to do is ask and listen. I've been doing a lot of asking and listening over the past few months, meeting with both advertisers and publishers to learn their priorities and needs when it comes to video. In those conversations, several common threads have emerged. Here they are below.
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TV Listings Data Will Be King
Posted by Michael Kokernak on Nov 11, 4:53 PM
With video content delivery further decomposing into linear, time-shifting Internet, and video-on-demand buckets growing, it will be almost impossible for planners to hit their consumer targets. Fusion with consumer panels, while accepted today, will most likely not be the best way to build flights, as planners need something to help them navigate all the new viewer data. The challenge then is to build a data scheme within today's media-buying software that can help planners make sense of all of television.
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What Hath Apple Wrought?
Posted by Philip Leigh on Nov 9, 4:28 PM
In 1844 Samuel Morse's first message over a 40-mile experimental telegraph from Washington to Baltimore was from the book of Numbers, "What hath God wrought?" He was predicting a bright future for telegraphy by comparing it to the triumphant destiny of Abraham's descendents. Four years later, there were 2,000 miles of lines in the United States. In another four years, 23,000 miles were in use, with 10,000 more under construction. Perhaps it's not a stretch to ponder whether Apple's trailblazing digital media innovations may prove to be as culturally significant as the invention of the telegraph.
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Scientific Advertising And Free Samples
Posted by Michael Kokernak on Nov 5, 5:17 PM
Up until this year '' which many consider to be the turning point for interactivity -- television advertising had always been driven by demographics and size of audience. But audience size does not have much to do with the actual product sales generated by each avail.
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Open The Floodgates: Greater Access To Content Will Raise Studio Profits
Posted by Ben Weinberger on Nov 2, 2:47 PM
Making movies is like product development. Each new Adam Sandler comedy or zombie spookfest is essentially a new product -- one that must be marketed to a target audience. Meanwhile, the big movie studios are all sitting on 80 or 100 years of library content. Each of those libraries includes hundreds of hit films that have connected with audiences worldwide and are proven commodities in the marketplace. So why can't I buy any movie I want through iTunes? Why can't I order "Saving Private Ryan" through my xBox and watch it after I play "Call of Duty"? Why can't I watch "Snakes on a Plane" when I'm on a plane?
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Information Superhighway Within Reach
Posted by Michael Kokernak on Oct 29, 12:04 PM
The Internet has evolved into an omnipresent force shaping, or destroying, all that swims in its wake. There had been a time back in the early 1990s when the dream of an information superhighway was greater than the promises of the Internet. A place where families could connect via teleconference to a remote doctor or where a class could be taken on the opposite coast. Perhaps I am a romantic looking longingly at the past promise of the superhighway. But today's push into cross-platform analytics seems to me to be the gateway to the information superhighway.
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Thriving In A Market That Rewards Quality And Volume
Posted by Lewis Rothkopf on Oct 26, 3:38 PM
I am often approached by publishers who want to grow video ad revenue and are willing to be flexible on pricing in order to get there. The challenge they sometimes face is that their amount of available inventory doesn't justify the CPMs at which they need to sell in order to remain competitive. There are several ways that these publishers can grow their volume while maintaining a high-quality user experience and an audience of sought-after consumers
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Thanks To Technology, Video is Everywhere
Posted by Chris Young on Oct 21, 2:50 PM
The 21st century is an era of mass technology, which has made mass information a commodity and hence a choice. Think of the past as a very simple road that led to very few places where people were constrained to appointment-based programming that was dictated by the radio and television broadcast schedules. Let us fast-forward to today, when audiences are empowered and able to stray away from appointment-based viewing, shifting time and location to their very own schedules via DVR technology, Internet syndication of television content and through advancements in mobile and OOH technology.
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Avoiding Video Network Pitfalls
Posted by Eric Franchi on Oct 19, 2:06 PM
The news over the past few weeks has been interesting, to say the least, when it comes to ad networks and those who work with them. On the heels of my publisher-directed, but advertiser- and network-relevant Insider article on auto-play video, a flurry of stories hit the wires.
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