Choose Your Own Advertising? What Interactive Content Could Mean for Digital Advertising

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jeremy Hines, an executive at Infinitive. The rise of interactive programming has raised eyebrows in media circles. Netflix’s choose-your-own episode of “Black Mirror” and the previous experiment with “Puss in Book” are widely expectedContinue reading »

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To Conquer Instagram’s Explore Ads, Storytelling Must Outweigh Revenue

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Carly Carson, director of social at PMG. Instagram’s new addition of ads within its Explore section is yet another way the platform continues to expand inventory opportunities for brands and monetize highly valuable realContinue reading »

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Viewers Want To Add More SVOD To Their Streaming Lineups, But Competition Will Be Fierce

Even though three-quarters of consumers already use a subscription video-on-demand (SVOD) service, they are open to adding more – for the right content. Viewers are willing to add an average of 1.6 more SVOD services to their current lineup, according to the 2019 Manatt, Vorhaus Digital Strategy Study. Since Disney, WarnerMedia, NBCUniversal, Apple and DiscoveryContinue reading »

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What Agencies Get Wrong About Measuring TV Advertising

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. Savvy marketers operate across channels to reach current and potential customers. While search and social media – Facebook, in particular – are still the most popular, TV advertisersContinue reading »

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Advanced TV Fragmentation Has Created A Cognitive Bias Problem, But There’s An Easy Solution

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Jay Friedman, president and partner at Goodway Group. Buying connected TV ad inventory is fragmented at best and complex at its worst. Channels we are familiar with from the corded TV days – TLC, HGTV, BravoContinue reading »

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Inside Roku’s Enormous Bet On AVOD

Roku’s go-to-market strategy is simple: Get as many streaming devices into as many homes as cheaply as possible, and monetize them through advertising. That makes the growth of ad-supported video-on-demand (AVOD) viewing a “huge” bet for Roku, said director of international ad sales and strategy Tariq Mahmoud. Roku, which has 29.1 million active accounts, hasContinue reading »

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To Get The Outcomes Measurement They Want, Marketers Need To Speak Up

“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). Outcomes-based measurement is redefining advertising. GSK recently launched a self-optimizing outcomes-based digital-out-of-home campaign informed by real-time data. This follows announcements earlier this year by A+EContinue reading »

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LiveRamp’s Latest Deal Shows How TV And Digital Are Becoming More Like Siblings Than Strangers

“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. With this week’s acquisition on Data Plus Math, LiveRamp is now touting that outcome-based TV buying is a real option for advertisers. Instead of relying on GRPs, TVContinue reading »

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It’s Time For Standardization In Linear Addressable TV

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Olivier Wellmann, senior vice president of product at Samba TV. The appeal of dynamic ad insertion (DAI) on addressable linear TV is its personalization capability. With DAI, two households right next door to eachContinue reading »

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OpenAP’s New CEO: Collaboration Ain’t Easy, But The TV Industry Can Do It

On paper, the OpenAP consortium makes perfect sense: TV networks banded together to stave off growing competition from the walled gardens. In reality, it’s a bit more complicated. Although OpenAP still counts three powerhouse publishers among its ranks – Viacom, NBCU and Fox – a founding member, WarnerMedia, left the group in April to competeContinue reading »

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