A recent BIA report stated that “local OTT ad spending would top $2 billion in 2022, making local OTT competitive with, but also complementary to, both linear TV and digital advertising.” In other words, there’s a clear interest and value in reaching customers locally via modern viewing platforms. But how does that interest translate to modern measurement tactics for local campaigns?
In the recent CMO Alliance podcast, “Laying Down the Video Measurement Gauntlet,” our resident TV measurement expert, Betsy Rella, helps listeners navigate the complications of today’s fragmented media landscape and discusses everything insiders need to know about the future of TV measurement.
Getting viewers to discover a particular program is arguably one of the biggest challenges for marketers in today’s highly fragmented media landscape. And breaking through the noise to reach the right people at the right time requires more than a great message. Data and the platforms that marketers choose are key. But not all data is created equally and not all platforms are where to find particular target audiences.
Any company can benefit from a multiscreen approach, but let’s examine organizations in healthcare as an example. Many healthcare companies, individual hospitals, and groups have taken notice of consumers’ increased use of multiple screens. As a result, taking a multiscreen approach, especially the addition of streaming, is now a standard part of all major healthcare marketers’ mix.
While advertising agencies across the world are working overtime to master an ever-evolving market, the work itself is only one factor impacting success these days, and it may not even be the biggest one. Managers and leadership have returned to offices only to find them vastly different than they were just a few years ago. Employee expectations, office culture, and perceptions of safety have all changed as a result of the pandemic.
Deciding where and when to advertise during the end-of-year holidays can be overwhelming for advertisers. Every year, more networks get into the Christmas spirit, and content starts airing as early as October. That gives brands rich opportunities to reach consumers who are curled up with hot cocoa to watch their favorite shows and with money to spend on gifts. But they need innovative creative and well-designed campaigns that reach the right audiences.
MediaVillage sports podcast host, Justin Paura, sat down with NYI National Account Executive, Colin Langan, to discuss the excitement of the World Cup and why one of the most popular tournaments around the globe has such a big impact in the New York market.
While advertising agencies across the world are working overtime to master an ever-evolving market, the work itself is only one factor impacting success these days, and it may not even be the biggest one. Managers and leadership have returned to offices only to find them vastly different than they were just a few years ago. Employee expectations, office culture, and perceptions of safety have all changed as a result of the pandemic.
Over the last decade and a half, as video content became more accessible and practical, and streaming services introduced massive libraries to audiences around the world, advertisers are learning to adapt to this everchanging landscape. Between traditional TV, mobile, tablets, and connected TV, consumers can watch content anytime, anywhere.
The world of video measurement is in a state of transition. Today’s buyers and sellers are engaged in a race to evaluate and implement a new range of measurement solutions in order to better understand, monetize and gauge the effectiveness of advertising. But it’s a complex web to navigate.
Today’s successful marketers know that their advertising strategies must be multiculturally inclusive and, in particular, tuned to connect with the vast Hispanic market. With more than 60 million Hispanic consumers in the U.S.—and more than 5.4 million in the New York market alone—brands must embrace the diversity, spending power, and relevance that this influential community brings to the marketplace.
When it comes to advertising and doing what it takes to win customers and drive brand performance, the auto industry has always been ready to lead and weather the road. While the auto industry recently has faced a storm of high-stakes challenges – supply chain disruptions, chip shortages, demand outpacing supply – the opportunities for impactful advertising campaigns have never been better. As it happens, Borrell expects auto dealer ad spending to increase 8.8% to $9.47 billion in 2022. Rest assured, despite the pandemic era factors and flux, the industry’s top advertisers are still front and center, ready to give it a go.
As American consumers return to restaurant dining and start to get back to their pre-pandemic food-shopping routines, it might seem like the food-delivery business is in a bit of a decline. But it’s actually booming, as is the opportunity for relevant brands to launch successful ad campaigns.
Since the Mets entered Major League Baseball in 1962, the Mets and Yankees have earned a spot in the post-season, in the same year, only four times. Both teams are off to great starts and enjoying significant leads in their respective divisions this season, and prospects are looking good for a fifth time this year.
New York Interconnect (NYI) – a joint venture between Altice USA, Charter and Comcast – today announced the rebranding of its data-driven TV media planning, buying and optimization solution to TV360. Formerly known as TV+, this first of its kind industry solution reflects the company’s commitment to the evolution of TV, and the marrying of data and attribution capabilities to close the campaign loop for advertisers. TV360 effectively enables data-infused linear TV, providing best-in-class conversion analytics using privacy-compliant first-party data from Altice USA, Charter, and Comcast, as well as third-party data from industry-leading partners.
Success in TV advertising has always been built on quality and premium experiences. The complexity of the rapidly digitizing marketplace might have drowned out certain quality-centric conversations in recent years, but it never changed that fundamental ground truth. Now those conversations are more important than ever.
What do advertisers need to know to capitalize on the forthcoming AVOD boom? Let’s look at a few considerations missing from the current industry commentary.
Social media platforms and cable news programs work as connections to the broader world, both nationally and internationally. However, the larger scope doesn’t often refer to regional or local stories. In turn, there are also fewer print newspapers available, which can make people feel isolated from what’s happening in their surrounding area. They have come to increasingly rely on local TV news to remain informed on matters going on in their backyard.
