Looking ahead to 2023, Experian forecasts that advertisers will be less adventurous as the global economy slows.
Advertisers' increasing reliance on first-party data will materially change media planning, buying, and selling and re-establish foundational values that have been downplayed in the programmatic era.
Eventually, it will put publishers on a level playing field with walled gardens, according to 68% of advertisers that Advertiser Perceptions interviewed in June.
A growing number of consumers worldwide consider Google's video-sharing site YouTube to be similar to television.
Having three or more services appears to tip the odds in favor of adding AVODs.
An integrated combination of demand-side platform, supply-side platform and data-management platform, TV+ features premium streaming access and linear TV ad inventory from 130 channels, the company
says. The new version of the platform is now "fully" cross-platform.
When it comes to the fastest-growing segment of media-buying -- programmatic -- in-house is now the norm for most clients worldwide. That's the finding of a new report released this morning by the
IAB. While the trend should not be surprising to anyone who has been following media buying for the past decade, the stat may be: Only 15% of advertisers say they have no plans to bring programmatic
Dramatic shifts in viewing behavior and buyers' and sellers' efforts to understand them will force a reconsideration of how quickly we need cross-platform measurement tools now made possible by
highly granular, sophisticated data and measurement systems.
Advanced TV advertising on OTT/connected TV platforms is being used by 66% of major brand advertisers to reach target audiences, according to a new survey from Comcast's FreeWheel and Advertiser
Video marketing was cited as important to marketing strategies by 76%, followed by GDPR compliance, artificial intelligence, machine learning tech or services, experiential marketing and reactive
Nielsen this morning announced a deal to license its "premium audience segments" data to Snapchat. The audience segmentation method, which will be available through Snapchat's ad-buying platform, will
enable advertisers and agencies to plan and buy inventory based on Nielsen-branded audience segments, which for many are the industry standard. Nielsen said the data provides "more than 30,000
segments," including cuts from Nielsen Buyers Insights as well as its Nielsen Catalina Solutions joint venture, which utilize actual consumer store purchasing data. Significantly, Nielsen said the
integration will also enable advertisers to leverage their own "first-party" data segments to target users on Snapchat's platform. The deal complements previous Nielsen data licensed by Snapchat
going back to 2014.