Advertisers continued to shift their spending out of traditional linear television and into newer media channels.
One marketing manager admitted: "I can't quite seem to remember the precise difference between OTT, CTV, addressable, and data-driven, to be honest."
Burger King is prioritizing the moments that matter for the company - whether on TV, OTT, social - to drive incremental traffic and build brand. Learn how BK's media team is leveraging attribution
modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.
The media research company estimates this year will see a 4.7% decline in addressable TV homes to 57.6 million.
Half of 500-plus brand and agency media buying decision-makers surveyed by Forrester consider optimizing addressable TV and other emerging channels a top priority, but 100% have encountered challenges
in trying to use addressable at scale.
At least two-thirds of agencies said they believe targeted forms of advertising such as OTT, social media and addressable had the most impact in 2020, according to Borrell Associates.
Viamedia has promoted David Solomon to president and CEO, replacing Lieberman, who will remain as a director on Viamedia's board.
The company looks to track all TV screens and devices into a single-source data stream for licensing to TV networks, media agencies, digital media platforms, multichannel video programming
distributors and other research companies.
As we near the final days of a blistering election cycle, brand marketer interest in "social media" is piquing, suggesting that while mired in seemingly never-ending controversy, social will remain a
fundamental tool for marketers.
People like addressable ads nearly four times more than non-addressable ones --- and also remember addressable ads more accurately, finds an ambitious, still-in-progress study by GroupM's Finecast and
Addressable TV ad consortium Project OAR is working with iSpot.tv on measurement specifications to extend addressable TV advertising efforts focused on audience targeting.
Comscore's revenue fell 8%, despite growth in TV and addressable TV, due to the pandemic's impacts. Cost cuts helped boost EBITDA.
It's been a while since I've heard the old Wanamaker chestnut "half the money I spend on advertising is wasted; the trouble is I don't know which half." And if a new initiative backed by the ARF works
out, it's possible nobody will ever repeat it again.
Tatta, formerly a senior exec at 605 and Cablevision Media Sales, was named president of ad intelligence and pricing data firm Standard Media Index and will report to James Fennessy, global chief
executive officer of SMI.
American businesses are spending more time researching direct-to-consumer advertising, native advertising and search engine marketing.
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
The lines are blurring between TV's role as a high-reach, long-term brand builder and a short-term targeted sales activation platform due to the growth of addressable TV households.
The group is forming because it says "addressability begins with the content distributors." Comcast Advertising is pushing its own content-distributors industry consortium group for widespread use of
EDO uses its software to analyze every advertising spot on television, from traditional commercials to custom integrations and sponsorships.
The new product combined an array of sophisticated technologies, including: TV ad interactivity, dynamic API-driven creative, addressable ad messaging, e-commerce integration, and place-shifting.