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 […]
According to a recent New York Times article, traditional television may be in trouble due to several generational shifts in media consumption habits. For one, the article points out that the shows with the highest ratings—The Good Doctor, Young Sheldon, The Voice, and others—are primarily attracting older viewers, with median viewer ages ranging from late […]
There have been a lot of news stories recently about the role that data buying and selling played in the 2016 election. While we don’t want to get into the politics of the situation, one thing is abundantly true: Data is the new oil of the digital age. As marketers, we want to know who, […]
Probably not, according to the viewpoint of one Madison Avenue advertising executive. Rishad Tobaccowala, Publicis Groupe’s Chief Growth Officer, recently spoke at the Cross-Platform Media Measurement & Data Summit in New York City and pointed out that consumers are spending more and more time in “advertising-free environments” such as Netflix. As a result, Mr. Tobaccowala […]
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