»On TV and Video

Six-Second TV Ads: Little Ripples And The Potential Redemption Of Frequency

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Bryan Noguchi, media director at Caffelli. So, can I ask an open question about the six-second TV spot? I know both networks and advertisers have been playing with them over the past year, and I... Continue reading »

by AdExchanger // March 19th, 2018 //

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Paid Media Becomes Table Stakes For Subscription Video

Pay-TV providers are increasingly investing in paid media to promote new and original programming on their streaming video services. To offset the pricy programming costs, these SVODs must attract a steady stream of new subscribers. Entertainment advertisers have always relied on tune-in tactics to promote new shows. But streaming video services now are also leveraging... Continue reading »

by Kelly Liyakasa // March 15th, 2018 //

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The Great Connected TV Debate: Subscription- vs. Ad-Supported Models

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Archie Sharma, senior director of corporate strategy at OpenX. To date, the subscription business model has been viewed by some as the gold standard in the over-the-top (OTT) and connected TV (CTV) space, but... Continue reading »

by AdExchanger // March 12th, 2018 //

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Brands Need To Turn Over A New Leaf At The NewFronts

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Will Luttrell, founder and CEO at Amino Payments. This time last year, the digital advertising industry was stinging from a few harsh slaps on the wrist from prominent brand marketers at the IAB Annual... Continue reading »

by AdExchanger // March 8th, 2018 //

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A Cure For Bipolarity In TV Advertising: Driving Direct Response And Brand Within A TV Ad Campaign

"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. To date, TV advertising campaigns have been bucketed in two groups: They are either direct-response (DR) or branding campaigns. The general opinion is that campaigns must exclusively belong... Continue reading »

by AdExchanger // March 5th, 2018 //

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NBC And Telemundo’s Station Groups Embrace The Programmatic Possibility For Local

Although national broadcast networks have led the charge on audience data and automation – at least in the linear TV environment – local station groups aren’t far behind. NBCUniversal Owned Television Stations is laying the foundation for greater addressability at the local and regional level. The division houses 39 NBC and Telemundo local TV stations... Continue reading »

by Kelly Liyakasa // March 1st, 2018 //

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TV Is Going Away (Or Not)

"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. Telling people you work in TV advertising can be exasperating. The response typically goes something like this: "Do people even watch TV anymore? I don't." At least, that's... Continue reading »

by AdExchanger // February 26th, 2018 //

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Google’s Browser Changes Highlight The Need For Better Video Strategies

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Field Garthwaite, CEO and co-founder at IRIS TV. In addition to Facebook’s latest changes to the news feed, the important changes taking place in Google Chrome, the world’s most popular browser, are forcing... Continue reading »

by AdExchanger // February 22nd, 2018 //

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Brand Appropriateness: Marketers Need A Deeper Understanding of Context And Impact

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Andreas Goeldi, chief technology officer at Pixability. The digital advertising industry needs to move away from the incendiary headlines toward a more nuanced perspective of brand safety. Marketers should not view the issue as... Continue reading »

by AdExchanger // February 19th, 2018 //

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BAMTech Will Help Disney Answer More Than The Direct-To-Consumer Call

Disney’s bet on BAMTech could signal big advancements for its data and platform strategy. The streaming video provider, once majority-owned by MLB Advanced Media, proved such a valuable investment to Disney that it acquired an additional 42% stake in the company for $1.6 billion in August. It previously owned a 33% stake in BAMTech. “Disney... Continue reading »

by Kelly Liyakasa // February 15th, 2018 //

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