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• Good TV Content Trumps All, Trad TV Or Streaming by Gavin O'Malley

  While consumers continue to perceive TV programming as superior in quality to that of online fare, their viewing habits are becoming harder to differentiate between channels. However, consumers were actually less likely to recall ads that accompanied what they thought was TV content. ...Read the whole story

• Google Releases Self-Serve Display Benchmark Tool by Laurie Sullivan

  Google introduced a tool Wednesday that lets brand marketers and agencies pull up-to-date industry benchmarks to help plan and measure the success of display campaigns. In the past, DoubleClick published a yearly report of these benchmarks, but now the self-serve tool enables marketers and agencies to run their own, any time. ...Read the whole story

• Marketers Should Tailor Specific Pitches To Tablet, Smartphone by Mark Walsh

  Tablets are used mainly in lean-back mode at home, for two-screen viewing, consuming media and as e-commerce tools. Smartphones, by contrast, are used both on the go and at home, for communication and content-snacking, and apps. Brands and businesses should use search marketing on tablets to drive higher conversion rates. ...Read the whole story

• Multichannel Video Cos. Register Subscriber Loss, Satellite TV Gains by Wayne Friedman

  For the first time in a year-long period, the biggest multichannel video companies have witnessed a collective net loss in subscribers. The biggest loser over the past year was Comcast, giving back 553,000 subscribers. Satellite and telco companies continued to make gains. ...Read the whole story

• DPAA Taps Enhanced TV Ad Vet Frey As New Chief by Joe Mandese

  Barry Frey, a long-time cable and interactive television executive who helped pioneer the field of "enhanced television," has joined the Digital Place-Based Advertising Association as president-CEO. He is the fourth TV sales exec to helm the advertising trade bureau since it was founded six years ago as the Out-of-Home Video Advertising Bureau, and the first that is not a woman. He succeeds Sue Danaher, who resigned from the DPAA to take a senior sales position at DPAA member Adspace Digital Mall Network. ...Read the whole story

• food Balance Bar Unveils 1st National TV Ads In 10+ Years by Karlene Lukovitz

  NBTY CMO Katia Facchetti cites recent Nielsen and SymphonyIRI data that respectively confirm that the nutrition/energy bar category is growing at double-digit rates, and that more than a third of Americans often eat snacks instead of meals when on the go. ...Read the whole story

Never Trust A CMO Who Won't Go Out And Sell by Cory Treffiletti

I've been a marketer for years, regardless of what my title was or where I worked. And I've learned one inalienable truth in my career: If you want to be a successful marketer, you need to learn how to sell. ...More

• Online Advertising: The Era Of Lowered Expectations by Ashkan Karbasfrooshan

  While audiences will continue to shift their consumption from TV to Web, it might be a case of "too much, still." There's no logical explanation for why TV ads have not shrunk, let alone increased. Over time it may be inevitable that TV advertising flattens and shrinks -- but whether or not that will be a zero-sum game toward Web ads remains to be seen. ...More

• The NewFronts Bring A New Day -- What's Next? by Chris Young

  At the end of every NewFront week, our industry asks the same question: Has digital video arrived? While one can never be certain, this time, finally, it looks like the answer could very well be "yes!" Why? The content has matured, and it looks like things could be catching up in terms of ad spend as well. It has been projected that last week's DCNF presentations could have driven over $1 billion in ad spend. ...More

• omma video Video RTB: Is An Impression An Impression An Impression? by Tyler Loechner

  On the "Is It Primetime for Video RTB?" panel at OMMA Video today, moderator David Goetzl, senior editor, MediaPost, posed the question: "Is an impression an impression an impression?" Another theme throughout the panel was anwering the question: "What is 'premium programmatic,' and what is the key to unlocking it?" Matthew Kramer, director of TV products, Accuen, does not believe that an impression is an impression is an impression. Kramer argued that "even if everything could go to RTB," it wouldn't. He doesn't believe that programmatic can replace contextual buying. "And I don't think it should," he added. ...More

• perspective The Rise Of The Visual Web by Sharad Verma

  With the right Pinterest analytics platform, companies can create an online presence that showcases the latest products and services and drives sales conversions -- a must for turning a minimal social media investment into a high-yield impact. Galleries, pages and feeds can be updated in real-time with product images that are popular and trending on visual platforms. ...More

• Viewability And RTB: Notes On The Larger Context by Sherrill Mane, Brendan Riordan-Butterworth

  In a May 8 post, Alex White makes some good points about how viewability measurement will alter the practice of buying as well as the value of display inventory in the programmatic space. We at the IAB applaud him for raising issues and conversation around viewability. White writes about the seemingly far-off ability to make viewability-based media buys, but the reality is that the Viewable Impression is coming fast. And, yes, there remains a significant amount of work to complete to ensure an orderly transition. ...More