That’s the question asked of marketers in a recent survey. And for anyone who watches the industry, it’s probably no surprise that the majority of respondents said yes. The survey, conducted by ad-tech firm Viant and reported on in eMarketer, clearly suggests that marketers are concerned about the efficacy of their ad placements and their […]
We recently discussed the television industry’s shift to Over-The-Top (OTT) services and how the shift to connected TVs is dramatically changing the advertising industry. And along with new ways to view media come new ways to measure not only television audiences, but to track audiences across media channels. Today, it’s not enough to simply know […]
Every year, the gap between digital ad spending and television gets wider and wider, and 2018 is no exception. In its annual report on global entertainment and media, PwC is reporting that digital is growing far larger, far faster, than TV. This year, digital ad spend is expected to be approximately $100 billion to TV’s […]
It’s quite likely, especially if you look at the results of a recent IAB study that uncovered some interesting contours about the size and demographics of people who watch ad-supported video streamed through over the top (ASV OTT*). Chief among the findings were that this audience is young (average 18 – 34), affluent ($75k+ household […]
We talk a lot about marketers improving both their approaches to measurement as well as the measurement tools they use. But one important point that is often overlooked by marketers is whether or not their data is any good. The old adage, “Garbage in, garbage out,” precisely illustrates what happens when marketers don’t think enough […]
Several new reports have come out recently on Over-The-Top (OTT) video services, and if you haven’t taken the opportunity to look at this channel seriously, now’s the time. OTT includes any services that can be delivered over the internet, and not requiring either cable or satellite subscription. These services are often delivered through “smart TVs,” […]
At the end of last May, a new law covering collection and usage of data in Europe took effect that has a wide-ranging impact on businesses around the world. In a nutshell, the General Data Protection Regulation (GDPR) requires websites and digital services to do the following: State in clear language what data they collect […]
Thanks to two new reports with highly divergent findings, marketers may be scratching their head as they consider the length of video spots they’ll be buying in upcoming quarters. The first report claims that marketers are finding 6-second pre-roll ads are the most effective video form. These ad units, of course, are mostly found on […]
Google seems to think so, as the ad serving giant recently announced it is “plugging into streaming music services like Spotify and Pandora” with its DoubleClick platform. That means that advertisers can dynamically bid on audio ad placements using Google’s platform just like they do for AdWords and display. By combining data from Google with […]
In the history book for advertising (if such a thing exists), 2018 is going to go down as the year that mobile ad spending surpassed TV ad spending. And that trend is only going to become more pronounced through the next four years, according to a projection from eMarketer. This year, mobile ad spending is […]
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