»On TV and Video

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 advertisers... Continue reading »

by AdExchanger // July 15th, 2019 //

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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, Bravo... Continue reading »

by AdExchanger // July 11th, 2019 //

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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, has... Continue reading »

by Alison Weissbrot // July 8th, 2019 //

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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+E... Continue reading »

by AdExchanger // July 1st, 2019 //

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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 of Data Plus Math, LiveRamp is now touting that outcome-based TV buying is a real option for advertisers. Instead of relying on GRPs, TV... Continue reading »

by AdExchanger // June 27th, 2019 //

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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 each... Continue reading »

by AdExchanger // June 24th, 2019 //

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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 compete... Continue reading »

by Allison Schiff // June 20th, 2019 //

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Wasted TV Impressions Are A Bigger Problem Than You Think

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris LaHaise, director of TV solutions at dataxu. Advertisers have long known that their media plans waste valuable TV impressions. A recent study by CBS and Simulmedia put that number between 47-60%. But that... Continue reading »

by AdExchanger // June 17th, 2019 //

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Don’t Take CTV Results At Face Value

"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. When buyers place their bets on a new tactic, they are eager to get insights to help determine if their campaign worked. Connected TV (CTV) is no different. This new entrant... Continue reading »

by AdExchanger // June 13th, 2019 //

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What Works In Linear And Other Video Platforms May Not Work In Connected TV

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jackie Paulino, senior vice president of customer success at Pixability. As the industry transitions from linear TV to the new idiosyncrasies of connected TV (CTV), marketers can’t afford to get caught flat-footed. CTV requires... Continue reading »

by AdExchanger // June 10th, 2019 //

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