Advanced TV Targeting: A Small Step Forward

AdExchanger |

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris Peterson, managing partner at R2C Group. I’ve sat through at least a dozen TV ad tech presentations that promise pretty much the same thing: the complete transformation of customer targeting for TV advertising. WhileContinue reading »

The post Advanced TV Targeting: A Small Step Forward appeared first on AdExchanger.

Read more

Film Studio Open Road Marries TV And Mobile Data

AdExchanger |

Data is changing the way movies are marketed. Studios like Open Road Films are taking a more targeted approach to marketing, moving from broad-based buys – such as people aged 18 to 49 with a propensity for “dramas” – to more granular segmentation. “When finding audiences for a particular film, it used to be reallyContinue reading »

The post Film Studio Open Road Marries TV And Mobile Data appeared first on AdExchanger.

Read more

Why Snapchat Could Become The Next Must-See TV Network

AdExchanger |

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Anupam Gupta, chief product officer at 4C. Snap was recently in the headlines with disappointing financials for its second quarter in a row, but the company is already one step ahead thinking of waysContinue reading »

The post Why Snapchat Could Become The Next Must-See TV Network appeared first on AdExchanger.

Read more

TV Commercial Length And Attention: The Elusive Sweet Spot

AdExchanger |

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Joan FitzGerald, an independent consultant. In our entertainment-overloaded, attention-starved digital age, every teacher knows they need to balance the long and thoughtful with the short and punchy, or else they’ll lose the attention ofContinue reading »

The post TV Commercial Length And Attention: The Elusive Sweet Spot appeared first on AdExchanger.

Read more

The Future Of Connected TV: Ads, Not Subscriptions

AdExchanger |

“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. Sure, over-the-top (OTT) subscription content is all the rage. It’s buzzy, still new and the market is bullish on it. Just look at Netflix’s stock price – it’s gettingContinue reading »

The post The Future Of Connected TV: Ads, Not Subscriptions appeared first on AdExchanger.

Read more

OTT Providers: Beware When Expanding Service Internationally

AdExchanger |

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Evelina Grines, vice president of media and entertainment at MPP Global. Video audiences in the US are soaring, growing 46.8% from August 2016 to 2017, per the MPA. And while that’s good news, viewershipContinue reading »

The post OTT Providers: Beware When Expanding Service Internationally appeared first on AdExchanger.

Read more

Dailymotion Programs A New Programmatic (And Publisher) Strategy

AdExchanger |

The French video platform Dailymotion is a fraction of Google’s size – YouTube’s 1.5 billion-plus monthly viewers dwarf Dailymotion’s 300 million. But scale isn’t stopping the company from repositioning its platform to woo US advertisers and publishers from the dominant video-sharing site. Breaking into a video market ruled by streaming video services such as NetflixContinue reading »

The post Dailymotion Programs A New Programmatic (And Publisher) Strategy appeared first on AdExchanger.

Read more

Why Advertisers Are Dragging Their Feet On Connected TV

AdExchanger |

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lauren Wiener, CEO at Tremor Video DSP.  Mary Meeker, have we got a new gap for you. Audiences are moving away from traditional television in droves. They are breaking up with their cable companiesContinue reading »

The post Why Advertisers Are Dragging Their Feet On Connected TV appeared first on AdExchanger.

Read more

GDPR Makes Publishers Vulnerable If They Fail To Prepare

AdExchanger |

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Scott Meyer, founder of Evidon and president of digital governance at Crownpeak. Concerns around online data collection and how that data fuels the ad economy are hardly new. It’s been nearly a decade sinceContinue reading »

The post GDPR Makes Publishers Vulnerable If They Fail To Prepare appeared first on AdExchanger.

Read more

Is Marc Pritchard Fighting The Wrong Battle?

AdExchanger |

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Mike Baker, co-founder and CEO at dataxu. In early 2017, Procter & Gamble’s chief brand officer, Marc Pritchard, set the advertising industry on fire, launching a “brand-safety revolt.” In a speech at the IAB’s AnnualContinue reading »

The post Is Marc Pritchard Fighting The Wrong Battle? appeared first on AdExchanger.

Read more