News & Notes

As the move toward a privacy-first digital landscape gains steam on multiple fronts, many ad industry players are turning to the TV landscape with heightened interest and attention. The 80-year legacy of TV advertising has often pitted it against digital media in many circles, where some have misconstrued “established” as meaning “dated.”

But nothing could be further from the truth, and the forthcoming upheaval of the digital privacy landscape highlights why TV’s long-standing history is, in fact, its superpower – not its weakness.

Hispanic culture has had such a profound effect on media, entertainment, food, music, politics, fashion, art and other elements of everyday life that it’s virtually impossible these days to tell where Hispanic culture ends and where mainstream American culture begins. For brands, the marketing and media implications of this simple fact are tremendous, both nationally and on a regional level.

This year’s U.S. Open tennis tournament, kicking off in New York on August 30, will look unlike any other, with significant and diverse opportunities for advertisers to get in on the energy and opportunity.

The most dramatic evolution we’ve seen throughout TV advertising’s 80 years of existence is widely argued to have occurred in the last 10 years. From the proliferation of live streaming and OTT, it seems like nothing is what it used to be. Content can be viewed everywhere, at any time, on any platform, using incredibly advanced technology. As we focus on how to deliver seamless customer experiences with the integration of new platforms, we must also integrate consistency in the language we use to describe them.

TV and entertainment viewing patterns changed dramatically in 2020, accelerating numerous evolutions already afoot in TV targeting, reporting, data, measurement and more. What’s around the bend in media buying? Here are a few key areas of industry focus to keep on your radar.

The chaos of the past year and a half has shifted a great deal of focus away from the national to the local market. These days, given the deafening noise happening at the national level in any given industry, many advertisers are finding their best opportunities to break through with their audiences happening at the local level.

B2B buyers want more than just facts about the products they buy; they also want to be engaged and entertained by marketers. And it’s possible for B2B marketers to target B2B audiences in a helpful, sophisticated way—and knock their socks off with creative messaging, writes Dâna Barakat of New York Interconnect.

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.

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.