Articles by Brian All articles by Brian
- A New Approach To Media Buying in
As the needs for simplicity, greater transparency and performance grow, I think we need to build a new category of customers now more correctly defined as "Managed Service" to sit in the middle of the spectrum between Full-Service and Self-Service offerings.
- Truly Engaged Viewers Wouldn't Use Ad Blockers in
Online Video Daily on
Why do we block commercials? Because they can be annoying, disruptive and they're often not relevant. They don't speak to us personally and they aren't memorable. But we could change all that.
Comments by Brian All comments by Brian
- Cable, Broadcast Network Ad Clutter At Or Near All-Time Highs
(Television News Daily on
Let's also not forget the increased load on the networks' Full Episode Players driven by declining linear ratings and fluidity buying. Most sites and apps now carry full loads with a pre-roll, 4 pods and 6 spots per pod = 12.5 minutes per hour. Viewability is also forced. Unplug your headphones and the ad stops. Clearly gone are the days of a Hulu advertiser sponsoring an entire program with "limitied commercial interuption." Perhaps their is hope with rewarded video? Great research this week from emarketer that the value exchange offered by firms like True-X and Spotify is resonating with viewers.
- Ad Execs Have Distorted View Of Video Across Devices, Overweight Hand-Held
While there's no doubt we in the ad community can sometimes get a bit disconnected from the behaviors of your typical American--we're exposed to new programming, devices and gadgets first- I do think the results of this survey over index that behavior on Adults...when it's younger audiences- Under the Age of 49 that buyers place media against. The reality is linear TV consumption is down quite substantially for every demo under the age of 50. 18+ takes into account older audiences (50-64 and 65+) that are "propping" up the relative stability of Live TV Viewership...
- Content Marketing Has Turned The Advertising Landscape Into A Pile Of Crap
Respectfully disagree. The art of content marketing has made advertising smarter, more memorable and increasingly impactful. In fact, I would submit that over the last 3 years we've seen some of the best ad creatives ever. Sure, have there been lame attempts to make one chuckle that turned into people laughing at the brand not with it? Or poorly timed uses of "sadvertainment" that only made us turn away in distaste? Sure. The same can me said about any video entertainment. See Adam Sandler's career over the last 10 years. The fact is, it's never been a better time to be a story-teller and made for the web creative that doesn't sit in a 15 or 30 second box now has the user initiated placements and sharing functionality that makes content marketing work at scale. Yes, some creative does suck...some always will. But if you look at just 2014- from American Greeting's Toughest job story, to Westjet's Share a Coke Campaign to Under Armour's work featuring Misty Copeland - they were Adage's Marketer of the Year BTW- it should give you great hope for where we're going- we're not pandering to people we're connecting with them in more emotional ways and I would submit that's a good thing for us all.