As ESports Viewership Soars, TV Leaders Must Get Off The Sidelines

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Lindsey Harju, co-founder at Blinc Digital Group. Advanced TV has experienced an explosion of change over the last couple of years, largely driven by consumer behavior shifts like the introduction of eSports. In eSports,Continue reading »

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The Goldilocks Principle In TV Attribution: A Marketer’s Pursuit Of ‘Just Right’

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Maggie Zhang, senior vice president of video research and insights at Dentsu Aegis Network. As the timeless tale of “Goldilocks and the Three Bears” goes, the young girl tastes three different bowls of porridgeContinue reading »

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Why Tatari Thinks Smarter Buying And Brands Will Reshape TV Agencies

Direct-to-consumer (DTC) brands reshaped the way many digital media agencies buy online and pioneered social media, ecommerce and first-party data strategies. Now those same companies are bringing a new mindset to television. “It can be a bit scary, because in Silicon Valley, TV ads often stand for wasted spend,” said Philip Inghelbrecht, co-founder and CEOContinue reading »

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Programmatic Cable Can Unlock VOD Inventory, But We’re Not There Yet

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris Maccaro, CEO at Beachfront. People who have spent their careers buying linear TV advertising are confronting a much different world. From direct-to-consumer streaming to cross-platform metrics, media buyers have new opportunities to garnerContinue reading »

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As Outcome-Based Measurement Advances, Industry And Vendors Must Align

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). This upfront, the focus is on outcomes. As presentations continue, the role of outcome-based measurement – whether for attribution orContinue reading »

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Why Wouldn’t Netflix Launch An Ad-Supported Business?

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Mark Zagorski, CEO at Telaria. The question of whether Netflix will introduce an ad-supported business should not be will-they-or-won’t-they, but rather when and how. Those bullish on Netflix’s strategy of flooding screens with anContinue reading »

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Pluto TV’s Play For CTV Ad Dollars

Pluto TV is the anti-Netflix. It’s free and ad-supported. Users scroll through channels and watch whatever show is already playing, replicating the channel surfing that’s a hallmark of old-fashioned TV watching. Viacom spent $340 million in cash to acquire Pluto TV in January, validating the concept and its audience. The deal felt like “Cinderella gettingContinue reading »

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Be Wary Of Walls When It Comes To Connected TV Measurement

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Julian Baring, general manager, North America, at Adform. All eyes in advertising right now are on over-the-top (OTT) and other connected TV experiences, and for good reason. Consumers have spoken. This is how theyContinue reading »

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Smart TV Manufacturers Will Decide The Tipping Point For ACR

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ronan Higgins, CEO at TVadSync. Vizio, Samsung and LG make up 70% of the smart TV market, with many of the other manufacturers trailing in the single digits. It’s a new tri-opoly for brands toContinue reading »

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Why On Earth Would Netflix Launch An Ad-Supported Service?

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Dave Zinman, chief operating officer at Drawbridge. We’ve all heard speculation that Netflix could move to ad-supported streaming this year, largely as a means of offsetting its ever-growing content creation budget. But I believeContinue reading »

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