NYI’s VP of National Sales, Beth Miller, speaks with Hospitality Technology about the importance of TV advertising as brands strategize, budget, and plan for the long-awaited return of travel – and she reveals key analytics that help create successful multi-screen campaigns.
The TV landscape is in a state of transformation, as is the advertising that powers it. When you combine the sudden viewership shifts sparked by the pandemic (including the unprecedented growth in audiences who added streaming to their TV consumption) with the rise in addressability within TV, you see that tremendous new opportunity has been unlocked in the space—and advertisers of all shapes and sizes are taking note.
MediaVillage sports podcast host, Justin Paura, sat down with NYI National Account Executive, Colin Langan, to discuss the excitement that’s heating up the ice (and the screens) now that the Islanders are skating towards the Stanley Cup playoffs! Listen to hear what this means for the New York market, how ESPN is the place to catch all the action, and what else could be up ahead for New York sports fans if the Knicks don’t drop the ball!
With so much uncertainty in the world at present, planning a marketing strategy 3-to-6 months in advance is a challenging task. Media buyers must simultaneously continue to build strategies while also considering how quickly they can shift in a few months’ time. With existing challenges also on the table—from wasted impressions to channel integration—advertisers need to turn to data more than ever to drive campaign success.
When the pandemic hit, people started staying home and turning on their TVs, even more than usual. What followed was a flurry of headlines heralding the accelerated surge in streaming behaviors, particularly among streaming services like Netflix, Hulu, Disney+, Amazon Prime Video, Apple TV and others. But those stories only told part of the story—and perhaps not even the most interesting part. As media plans pivot, here are a few less-discussed insights into new viewing patterns that should be considered as budgets are allocated.
Modern advertising is as much about a brand’s reputation as it is about the products they sell. Whether intentional or not, a consumer will gauge their opinion about a brand based on the context surrounding their ads. Traditional TV tends to be a safe bet for advertisers, but there can be some significant pitfalls that brands can face in the broad scope of digital advertising if they’re not mindful of the importance of taking steps to ensure brand safety.
Current events have resulted in a heightened opportunity for brand sponsorships of local news organizations and broadcasts. Let’s examine why these sponsorships are receiving increased attention from advertisers, and the various forms the sponsorships can take.
While life is not yet back to normal and some changes may be here to stay, the tip-off of this year’s March Madness tournaments symbolizes a full circle moment in time; not only for the hoops fans, but for everyone, which is why advertisers are clamoring to get their brands in the game.
MediaVillage’s new sports podcast, “View From the Grandstand,” features an interview with Senior Director of National Ad Sales, Corey Petruccelli, who discusses Sports on TV in a Pandemic World. Petruccelli speaks to podcast host, Justin Paura, about what the industry was like when the pandemic first started, how sports leagues have adjusted to the new normal, and what both consumers and advertisers can expect in the world of sports broadcasting in the year ahead.
NYI – a joint venture between Altice USA, Charter and Comcast – has been awarded BizBash’s “Best Corporate Event Concept,” within the prestigious Best Events of the Decade category at their 2020 Event Style Awards. The company, frequently recognized for its media leadership in and around the greater New York area, has previously received accolades for its 2018 “Greater Together” event, which showcased the launch of the “new” NYI. NYI won two awards for this event for “Best Event Décor” and “Best Staging and Set Design.”
In today’s marketing landscape, recent technological advances have made targeting a brand’s ideal customer possible across platforms. Since these processes are relatively new, a lack of uniformity can result in fragmentation from platform to platform. With a push for integration facing the obstacles of varying data points, it can feel overwhelming to construct a successful multi-platform campaign. However, armed with an understanding of each platform’s approach and the challenges they face, marketers can effectively find a path forward.
The COVID-19 pandemic has upended nearly every aspect of our daily lives, from how we educate our children and socialize with family and friends to how we shop and consume media. For advertisers, the implications of this wholesale shift are clear: If your media plan for 2021 looks like your media plan back at the beginning of 2020, something is amiss.
When New York Interconnect’s management reviews what their advertising sales enterprise accomplished in 2020, beyond enduring a national pandemic, count on one development to be a top highlight.
In advertising, brand recognition can provide an added boost in the buyer’s journey. As a broad audience becomes more acquainted with a brand through repeated ad exposure, they are more likely to convert to a customer.
Going into 2021, if you’re not considering modifications to the media strategy you laid out a year ago, you’re likely neglecting new opportunities.
The advertising industry has undergone a seismic shift in the wake of 2020, and the holiday season offers lots of opportunities for advertisers to reach consumers on all screens.
For those of us who work in Media, there’s nothing more nostalgic, romantic even, than tales of the early decades of our business in New York City. We readily tell our stories. We soak them in too, especially when we are amongst our own people, our Media kin.
NYI was nominated alongside Xandr and CNN’s Courageous Studios – and ultimately recognized for its recent multi-screen campaign with GNY Toyota Dealers Association.
2020 has forced businesses to embrace and demonstrate a level of agility that many would have previously claimed impossible. And that’s laid an interesting foundation for progress going into 2021.
