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»On TV and Video

Missed Opportunities: Creative Testing For TV

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today's column is written by Kevin O’Reilly, chief strategy officer at TVSquared. It goes without saying that a creative can make or break an ad campaign. TV advertisers spend millions to create visually memorable, emotion-driven and even humorous ads... Continue reading »
by AdExchanger // July 2nd, 2018 //
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With Cultivation, Advertising-Supported Video On Demand Poised To Flourish

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today's column is written by Greg Smith, an independent advertising technology consultant. Spring has sprung, and now we enter the dog days of summer. One new advertising “flower” that is poised to grow, even among the walled gardens, is... Continue reading »
by AdExchanger // June 28th, 2018 //
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Mammoth Media’s Apps Take A Page Out Of TV’s Playbook

Mammoth Media, a media and entertainment network aimed at teens and millennials, wants to do for apps what Viacom did for TV. “Viacom has Nickelodeon, MTV, Comedy Central – program options and content based on demographics,” said Peter Szabo, Mammoth’s CRO and head of partnerships. “We’re taking the same approach with different monetization, and instead... Continue reading »
by Allison Schiff // June 25th, 2018 //
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VAST 4.1: Why Are Changes Needed?

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Michael Tuminello, vice president of solutions and partnerships at Innovid. Believe it or not, video ad standards are almost 10 years old. VAST 2.0 and VPAID 1.0 [PDF] were drafted in 2009 and, generally... Continue reading »
by AdExchanger // June 21st, 2018 //
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Live Ads: Fad Or The Future Of Advertising?

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ann Green, managing partner of creative development at Kantar Millward Brown. As the battle for consumer eyeballs gets more challenging, advertisers are trying anything to get viewers to pay attention, with one of the... Continue reading »
by AdExchanger // June 18th, 2018 //
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2018 Upfronts: The Real Celebrity Is You

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Brienna Pinnow, co-founder at Blinc Digital Group. Even with fragmented viewership across screens and devices, TV’s brand-safe, fraud-free storytelling environment faces scarcity – and advertisers know it. As long as demand is high and... Continue reading »
by AdExchanger // June 14th, 2018 //
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Advanced TV Tactics: Pieces Of A Holistic Media Strategy

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Michael Bologna, president at one2one Media. As the annual network upfront presentations concluded, agencies and advertisers were strategizing on how to best act on the series of announcements, products, tools and data that promise... Continue reading »
by AdExchanger // June 11th, 2018 //
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China Must Rebalance Its Video-On-Demand Ad Load To Reach Full Potential

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Mark Popkiewicz, CEO at Mirriad. A generational shift is taking hold of the Asian media landscape as new online video services challenge incumbent TV operators in the largest media market on the planet. But... Continue reading »
by AdExchanger // June 7th, 2018 //
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OTT Demand Once Preceded The Supply, But The Tide Has Turned

"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. Connected TV audiences are growing. And despite reports implying that the demand for connected TV inventory is far greater than the current programmatic supply, that’s not... Continue reading »
by AdExchanger // June 4th, 2018 //
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Connected TV: A Hero Is Rising

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Brett Wilson, vice president at Adobe Advertising Cloud. From Achilles to Hercules to Wonder Woman, many classic mythical figures and comic book superheroes are the offspring of a deity and a mortal. These characters are... Continue reading »
by AdExchanger // May 31st, 2018 //
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