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.
The transition to impression-based buying in the TV space will rank among the most defining media trends of 2022. While the shift will unlock new opportunities for advertisers in all categories, luxury brands in particular stand to benefit significantly from the expansion of impression-based buying.
The rise of over-the-top (OTT) and other streaming platforms have diversified the viewing experience. From traditional TV to streaming devices, consumers are watching their favorite programs anywhere and at any time. By adopting a multi-screen advertising strategy, advertisers can reach a wider audience while also delivering a personalized experience for specific audiences.
Linear TV has long been the foundation of successful TV media political advertising campaigns. Yet, over the last several years, the TV landscape has exploded—so much so that the very definition of TV itself has changed. The TV medium now traverses all screens. Therein lies a powerful, growing opportunity for all political marketers.
When online sports betting launched in the New York market this past January, it opened up a brand new business vertical, and sportsbook advertisers are lining up to get in the game. Tom McLoughlin, NYI’s VP of of Regional Sales, spoke to MediaVillage about how this exciting new category is performing, discussing everything from the importance of data in planning a campaign to why all eyes are on New York as the online sports betting business continues to evolve.
The path to campaign success often seems overcomplicated due to the multitude of options. However, for advertisers and agencies, it doesn’t have to be that way, particularly when getting back to the basics becomes part of the media planning conversations once again.
Despite the economic disruptions brought by the Covid-19 pandemic, the global TV advertising market grew exponentially in the last two years, with CTV ad spend alone surging from $12.9 billion in 2020 to $16.6 billion in 2021, according to GroupM. However, recovery across all verticals has been uneven, pushing different brand categories to devise new strategies to succeed in the post-pandemic era.
