Big Players Eye Expansion as OTT Grows

04 Feb
netflix

All signs indicate that over-the-top (OTT) TV viewing is growing by leaps and bounds, and some big players and media buyers are following suit. According to a recent study by video ad server Extreme Reach, 38 percent of video ad impressions were delivered through a “connected TV” experience, more than doubling from just a year […]

Flooded ad tech industry presents both opportunities and barriers

28 Jan
design-desk-display-313690

As marketers with more than 30 years of experience, we at Capital Media have seen firsthand the dramatic shifts caused by technology in the advertising world. We live a time where marketers have unprecedented access to data to help make better decisions, improve advertising efficiency and reach, and provide new revenue streams, all thanks to […]

When it comes to media buys, segmentation is the name of the game

23 Jan
customer types

Segmenting audiences based on a variety of factors is nothing new in media buying, but two new technologies that are currently being tested are making segmentation far more accurate than it’s ever been. Traditionally, marketers might have segmented their customers based on a variety of demographics—age, household income, etc. We’ve even been able to add […]

Are Second Screens Cannibalizing TV Viewer Attention?

06 Nov
youtube-2617510_1920

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 […]

Say Goodbye to Ratings: OTT/Digital TV Measurement Heats Up

30 Oct
goodbye-2818190_1920

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 […]

Are Digital Ad Dollars Being Misspent?

23 Oct
burning-money-2113914_1920

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 […]

Is Ad-Supported OTT the Future of TV Advertising?

16 Oct
Person watching OTT

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 […]

What’s Measurement without Data Integrity?

04 Sep
laptop data

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 […]

Are you down with OTT? If not, it’s time to be.

20 Aug
Watching TV

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,” […]

How GDPR Is Impacting US Advertisers & Publishers

03 Jul
gdpr

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 […]