The agency's group director weighs in on what matters most now and what's likely to dominate strategies in the months ahead, as marketers, agencies and media alike continue to adapt to unprecedented circumstances and changes.
Research shared during IAB's virtual event this week offered insights on consumers' views of CTV vs. linear, how the two platforms work together, and how far organizations still have to go when it comes to integrating TV and digital video marketing functions.
Research shows that viewers have quite different expectations for advertising in the streaming sports environment than traditional TV sports programming.
A FreeWheel analysis of CTV user data shows viewing patterns that parallel linear's, indicating that consumers are now using CTV as more than an occasional supplement to linear.
With CTV viewership reaching new levels, and more advertisers interested in performance marketing, retargeting that includes CTV is an increasingly popular and powerful campaign tactic. We asked a retargeting expert, SteelHouse CEO Mark Douglas, to provide the lowdown on who's using it, typical results, and mistakes to avoid.
Global SVOD to be dominated by five platforms with combined paid subscribers totaling 1.2 billion, according to a new Digital TV Research projections that factor in the effects of COVID-19.
Advanced TV channels stand to benefit from a scatter market fattened by advertisers' withholding of budget money from this year's upfront. But making budget decisions about nontraditional media with much less lead time than usual could prove challenging, says Simulmedia's Dave Morgan.
With overall ad budgets hit by the uncertainty surrounding the pandemic, and various U.S. regions expected to be in varying degrees of reopening for months to come, local media buyers are showing increased interest in addressable media, in particular -- both OTT/CTV and linear.
With its new OneView DSP and impressive user growth stats, Roku believes it's positioned to grab advertising share from linear, which, it asserts, is headed into massive, permanent disruption because of a COVID-driven shift to OTT.
The study aims to develop guidelines for the emerging practice of merging smart TV ACR data and STB data to leverage the advantages of each and create large-scale, granular datasets capable of measuring all forms of TV viewing.