• Advertising On OTT: Digital Or TV? Maybe Both
    Plenty of advertising promise and results exist on OTT platforms -- although TV advertisers can be resistant. Definitions can be a problem.  Is it digital? Is it TV? “We looked at it as a completely different platform,” says Sara Axelbaum, senior vp of client services for the Fox Network Group, speaking at MediaPost's TV & Video Insider Summit. “The most innovative things don’t fit into spreadsheets.” For example, on OTT platforms for its FX network, she says, “we are purposely decreasing our [commercial] supply.” FX limits one commercial per commercial pod for its shows; one advertiser ...
  • Seeing The Light: Musical TV Creative And Light Bulbs
    Longtime digital video marketers moving to linear TV video have an unusual creative task — especially for companies with a more business-to-business emphasis. 1000bulbs.com targets electricians, maintenance professionals, building owners and architects that buy in bulk. A highly musical number was the way to go for the company.  At MediaPost TV & Video Insider Summit, Jeremy Foster, vp of marketing and product development of the company, said inspiration for the creative came from marketers such as Dollar Shave Club and Free Credit Report.  “When we watch TV, it needs to be distracting,” says Foster. “We need to be entertaining.” ...