By now, the conversation isn’t whether the media landscape has changed; it’s how fast we can adapt to it. The playbook for media buying is undergoing a fundamental rewrite right now. It’s not waiting for some farflung
distant future.
Rethinking TV: Balancing Linear and Streaming for Long-Term Brand Growth
In a rapidly shifting TV landscape, advertisers who view linear and streaming channels as competing silos are missing out on massive opportunities. A smarter, more cohesive TV strategy meets modern audiences where they are watching.
Streaming Ads Enter a New Era of Precision
Streaming has entered a new phase—and so has the way advertisers buy inventory. Today’s advertisers are asking for more. They want transparency, flexibility, and greater control over where their messages appear. NYI’s VP of Advanced Advertising, Jason Swartz, explores the game-changing evolution in streaming, including fixed inventory and precision targeting.
The Requirements for Unlocking CTV’s Full Value
Unlocking CTV’s full potential in today’s media landscape is essential for success. In her latest article, NYI’s VP of Research & Data, Betsy Rella, reveals how advertisers elevate their CTV strategy by prioritizing quality, demanding transparency, measuring outcomes, and choosing partners that empower them.
Tackling the Media Mix: How Advertisers Can Overcome Fragmentation in 2025
NYI’s VP of Regional Sales, Tom McLoughlin, explores a multi-layered approach that combines traditional TV and streaming with emerging opportunities to offer new ways to engage audiences and drive results.
Addressable TV Is No Longer “Optional” – It’s Table Stakes
Explore how the shift in Addressable TV to a core advertising strategy marks an alignment of TV advertising with modern viewing habits, it’s reshaping of media planning, and the unique strengths in audience reach.
Finding Advertising’s Anchor in the Storm: Ahoy, TV
NYI’s CEO Andrew Kandel explores the balance between maintaining brand visibility and managing financial risks. It’s natural to go looking for an anchor, and TV represents a media plan’s throughline—a solid foundation in uncertain times. It’s the medium that ensures broad audience engagement and adapts to the evolving regulatory landscape, providing both stability and growth potential.
The Resilience of Traditional TV in a Multi-Screen World
The narrative around TV viewership often centers on its decline. But the truth is more nuanced. Despite the rise of streaming, people still watch traditional TV for an average of four hours daily. eMarketer expects that to continue well into 2025, with time spent remaining above four hours daily. This isn’t just a lingering habit—it’s a significant opportunity for marketers.