With high brand recognition in the furniture category accomplished, Wayfair is evolving its top of funnel strategy to align with its emerging lines like appliances and renovations. This requires a new
approach to video planning that blends branding in these new categories with efficiency. Likewise the creative has to tell more cohesive story and the metrics have to account for longer buy cycles. At
MediaPost's Fall TV & Video Summit, Lauren Sutkowski, Wayfair's senior manager, marketing, walks us through the pivot
Avocados From Mexico takes on advertising's biggest stage... the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, talks Influencers, shoppable ads like MikMak and
immersive experiences - - all part of their "brandformance" approach to innovate produce marking.
How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV's impact on the purchase funnel - from the timing
of site visits to sales calls to search spikes. At MediaPost's Fall TV & Video Summit, Ben De Castro, Eargo's VP of Marketing, shares the ways in which DTC performance sensibilities were applied to a
broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
The bottom 45% of TV viewers saw an average of 11 linear ads a day, or 6% of the total number of impressions.
The Olympic Games in Tokyo saw the highest TV viewership, while the NBA ruled on popular social media apps.
"This is about us providing more granular data that's available to help lean into the MMM models that CPGs and retail advertisers have leaned into during the past few years," said Asaf Davidov,
director, head of ad measurement and research at Roku.
Through the partnership, Tinuiti will gain access to the full suite of Snapchat's audience, products, and services, with the goal to drive performance business results.
A predicted 15% rise in TV advertising prices will more than offset declines in print media.
The technology provides a scorecard to identify racial bias and risk factors in content, analyzing how brands score with multicultural audiences. It was developed by Larry Adams, CEO of AI-powered
company and platform X_Stereotype.
TV ad spend on AVOD platforms is forecast to grow 43% to $11.2 billion from $7.8 billion in 2021. MoffettNathanson expects the largest component of TV advertising -- national cable TV networks -- to
remain virtually unchanged, while broadcast networks will slip a bit.
Generating revenue and increasing brand awareness are popular reasons for email campaigns, the Association of National Advertisers found in a survey of marketers.
Advertisers continued to shift their spending out of traditional linear television and into newer media channels.
The top 15 acquired programs on streaming platforms in 2021 averaged 19.62 billion minutes among persons two years of age and older.
Disney+ has failed to penetrate the audience of viewers 50+ who are unlikely to have young kids and may not be Marvel/"Star Wars" fans, a MoffettNathanson report says.
The 13- to-54-year-old demo spent 46% of their time watching sports on a TV set, according to a survey from Disney Ad Sales.
Roku is bringing a "Live TV Zone" tool to its onscreen navigation.
News captured more hours of viewing time than movies (21%) and entertainment (9%).
According to CBS' analysis of first- and third-party research, Nielsen is overstating/over-representing BBO penetration.
"We are greatly concerned that 'Nielsen One' is being built atop a broken and defective measurement and currency foundation," charged VAB chief Sean Cunningham.
Nielsen One Alpha will focus on ad campaigns, not programming, and is set to fully launch in 2022. It is a deduplicated ad measurement service that accounts for age and gender information, spanning
across all screens: linear TV, connected TV, computer and mobile.
Subscribers to video apps may be more likely to cancel service after bingeing on content as prices rise.
Comcast and Disney spend the most on content, including scripted content and live sports.
Political advertising is predicted to break more records next year, all of which will bolster local TV.
Consumers gave premium streaming platforms a "net ethical" score of 42, while social media platforms earned a negative 15 number, a marketing research firm finds.
One of the fastest-growing segments continues to be new digital and OTT video platforms -- expected to climb globally 23% to $76.3 billion.
Advocado says the deal gives it an integrated ad verification, attribution and campaign coordination platform, for advertisers to efficiently track and measure their ads.
Consumption of apps or services that don't carry advertising, such as Netflix or Disney+, expanded by 38% to 44.9 billion hours in 2020.
For many consumers, having a more primary service for the bulk of their TV needs is a good deal.
Disney is raising the price of Hulu+Live TV to $69.99 from $64.99. But it is also adding Disney+ and ESPN+ to sweeten the deal.
Men far outdistance women and people of color on Sunday morning news shows, such as NBC's "Meet the Press" and CBS's "Face the Nation."