News & Notes

TV advertisers are turning their focus to 2024 planning with (cautious) optimism. With technology as an ever-present catalyst – and as tested trends accelerate to full steam – this year promises to continue the evolution within the TV advertising space. NYI VP Tom McLoughlin discusses predictions that will fuel TV advertising growth and enhance value in the coming year.

As marketers, we understand the importance of targeting, measurement, and shifting allocations to achieve long-term success. However, when we exclusively focus on conversion-based marketing, we risk losing control of the campaign, as well as the imagination-fueled art behind impactful and memorable creative.

In the ever-changing world of TV advertising, it’s important to have a resilient and efficient ad spend foundation to ensure brand success. By adopting strategies that maximize ROI and extend the value of ad dollars, marketers can be better prepared to weather any challenge. NYI VP of Sales, Michael Minardi, explores three key strategies – enhanced addressability, streaming, and regional sponsorships – to establish a resilient foundation.

NYI’s VP of Advanced Advertising, New Business, and National Sales, Jason Swartz, provides a fresh perspective on advertising strategies by taking a closer look at the new TV landscape and its accompanying opportunities. In his article for AW360, Jason highlights important survival tactics for today’s TV reality, from the importance of following audiences to multi-screen strategies.

If Americans aged 50+ were their own country, they’d be the third-largest economy in the world. According to the AARP ‘Longevity Economy Outlook’ report, consumers aged 50 and up contribute $8.3tn each year in economic activity to the US economy, with a GDP that’s expected to triple by 2050. So why is this age group so neglected in media and marketing plans?

After a particularly turbulent three years, today’s travel brands are ready and eager to capitalize on the tremendous surge in traveler optimism in 2023. As they do, one thing is clear: times have changed.

In the TLNT article, “Return-to-Work Policies That Support Employee Wellbeing,” our own talent expert, Judy Courtney, discusses everything from how the landscape has changed over the last few years to what companies can do to continue to support the wellbeing of employees without sacrificing productivity or the benefits of office culture.

Michael Felicetti, NYI’s VP of News Sales, discusses why local news is such an important staple for advertisers, speaking to the importance of trust and credibility, connection to the community, and the high-value sponsorship opportunities that benefit advertisers and brands.

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?

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.