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»R2C Group

Is Television Ever Going To Improve?

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. How will television improve over the next five years? It’s not a fair question, right? Improve for whom? Audiences? Networks? Advertisers? The reality... Continue reading »
by AdExchanger // May 5th, 2016 //
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Programmatic TV Buying: The Difference Between What’s Said and What’s Heard

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. I’ve been waiting patiently for a revolution in the media business and preparing for the inevitable shift to programmatic TV buying. It’s been... Continue reading »
by AdExchanger // April 7th, 2016 //
»
Can Advertising Solve The Battle Of The Set-Top Cable Box?

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. Have you been following the debate around giving consumers more choices for their set-top cable boxes? The Federal Communications Commission (FCC) has only... Continue reading »
by AdExchanger // March 7th, 2016 //
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Super Bowl 50: The (Fair) Price Of Impact

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. I worked in San Francisco for a few days the other week and was amazed to see street closures, insanely disruptive out-of-home (OOH)... Continue reading »
by AdExchanger // February 5th, 2016 //
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A Cord-Cutting Wish List

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. You may have heard about eMarketer’s latest predictions on cord-cutting. By 2019, almost 23% of US households won’t be paying for traditional TV,... Continue reading »
by AdExchanger // January 11th, 2016 //
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A Simple Trap: Television And The Legacy Of Digital Accountability

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. Back in 2004, I got into a discussion with a client about the meaning of click-through rate (CTR) as a digital display metric.... Continue reading »
by AdExchanger // December 7th, 2015 //
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The Tower Of Jargon: How Video Content and Media Are Converging And Diverging

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. Video content viewership has long been converging, with the content we watch on TV, a device or OTT platform becoming the same content.... Continue reading »
by AdExchanger // November 2nd, 2015 //
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The Ascendency Of Analytics

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. Two weeks ago I had the good fortune to be invited to participate in Quest MT, a conference at the University of Montana... Continue reading »
by AdExchanger // October 5th, 2015 //
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Programmatic TV Buying: The Nuance of ‘Inevitability’

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. I recently formed a small roundtable discussion on programmatic TV buying, drawn from approximately 100 sales executives, representing more than 40 cable and... Continue reading »
by AdExchanger // August 27th, 2015 //
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Context Vs. Targeting: Which Matters More For Programmatic TV?

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. Conventional wisdom and recent history suggest that targeting trumps context. But what if this is based on a false success metric? One of... Continue reading »
by AdExchanger // August 3rd, 2015 //
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