Steven Gold

Why should political buyers warm up to CTV this season? Magnite's Head of Political Demand Erik Brydges spoke to AdExchanger about how political buyers are effectively using programmatic and ACR data.

13

“The industry’s North Star of reaching the right person at the right time with the right message has always been a seductive fallacy. It requires us to turn a blind eye to innate human psychology and how consumers actually make purchase decisions. This pursuit has led us to prioritize technological capability over consumer reality, ignoring the complex and often irrational nature of human decision-making.” Absolutely spot on and prescient as we sit on the precipice of AI. Human behavior and psychology are maddeningly complex and unpredictable. While we invent new ways to quantify it (cookies, LLMs, propensity scoring) it will continue to surprise us and keep us guessing. That’s why marketing is a dynamic and exciting career to jump into and what keeps me coming back again and again.

14

Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

6

"Warner Bros. Discovery saw TV advertising fall 13% in the third quarter of 2023, to $1.71 billion. Paramount Global registered a 14% dip in the same category, to the same figure, while NBCU logged a decline of 8.4% to $1.91 billion. Disney noted “a decrease in advertising revenue” at ABC and its local TV stations and “a modest increase in advertising revenue” at ESPN and around its other sports programming. Even Fox, which relies more directly on sports, saw its overall ad revenue fall by 1.6%. These results challenge the conventional wisdom that TV advertising will grow even with declining ratings because major advertisers can’t resist the power of the medium’s mass-market reach. Many observers were surprised to see the double-digit drops at Paramount Global and WB Discovery, both of which are heavily dependent on big bucks from ads to bolster the bottom line." by Brian Steinberg https://lnkd.in/gzdhFfTF

6

Really smart article Alan. The other thing worth mentioning is the need to activate linear and streaming. We think we have a streaming frequency issue and a linear frequency issue, when in fact to consumers there's an overall TV frequency issue. If I see 10 Progressive ads on linear, then another 10 on streaming, it's a waste of impressions and a terrible consumer experience. The industry needs more talk about how to optimize cross-platform activation.

69

6 Comments

Explore the #FutureTitansofAdvertising! The team at MediaRadar, specializing in research and analytics, has meticulously examined brand, media, and creative strategies across more than 30 channels, covering upwards of 95% of media expenditure in the U.S. These insights into the trends and strategies molding the future of advertising are too valuable to overlook. Dive in here: https://gag.gl/yQneuf

7

✅🖥️ AdExchanger (8/1): “Roku added 2MM HH accounts last quarter, bringing its total to 83.6MM. And advertisers can match these Roku accounts with UID2 identifiers to target their audience on Roku. By adding UID2, Roku advertisers will be able to “achieve more precise targeting,” said Charlie Collier, president of Roku Media. And Roku advertisers who want to use UID2 can use the Roku Exchange, a more direct, data-enriched path between Roku supply and programmatic demand launched in June. Roku Exchange is integrated with an array of DSPs, including The Trade Desk. Roku’s new integration with The Trade Desk is only a couple of months old, Collier said, but “we’re pleased with the progress and we think this will continue to drive demand [to Roku].” ⬇️ #streamingtv #ctv #ott #smarttv #tvos #cordcutting #programmatic https://lnkd.in/ekZP8fna

7

Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

35

5 Comments

NEW IAB REPORT: Connected TV (CTV) Ad Format Landscape: How Standardization Can Drive Programmatic Growth and Innovation 📲 https://okt.to/xCgsr1 As #CTV viewership and ad spending soar, it’s clear that the lack of standardization across platforms is stifling the industry’s potential. IAB’s new report explores how innovation in immersive, interactive ads can improve the experience for both advertisers and viewers, fostering a mutually beneficial ecosystem, and offers a comprehensive overview of established and emerging CTV ad formats while highlighting the urgent need for #standardization.

5

In 2024, profitability is the focus of the streaming market. #streamtvshow Streaming video is now the dominant way that viewers consume content, and media companies large and small are experimenting with a mix of subscription-based and advertising-supported services across multiple distribution paths to generate revenue. This new white paper shares findings from an extensive study of more than 45 senior executives, representing a comprehensive sample of the industry. Insights were collected via in-depth surveys and interviews. This white paper is a custom report from Parks Associates in partnership with SymphonyAI Click here to download your complimentary copy. Streaming #Content Performance: Executive Insights, developed with SymphonyAI Media https://lnkd.in/giqm_UKj #streamtv #platform #media #streaming #video #business #innovation

1

📺 TV advertising has evolved dramatically, shifting from age-and-gender targeting to advanced audience-based buying. Alison Levin, NBCUniversal’s president of advertising and partnerships, discusses this transformation on the latest AdExchanger Talks episode. Discover how advanced targeting improves ad relevance over traditional demo-based methods. Tune in to hear more!🎧

4

Love this short piece of James Rooke's address at the Future of TV in the UK. We're big fans of multi screen TV at Adgile, because as James says, Television works at every level of the "funnel" - from Awareness (Brand) to Conversion (Performance). Every "Brand" study in the last 25 years has demonstrated TV's power at the top of the funnel - but it's not an either or. To play in the performance space, though, you have to match the platforms for speed. To paraphrase "The truth is on our side, but if it's too slow it doesn't matter" That's where we come in. At Adgile, we're delivering metrics that prove digital and linear TV advertising works, in real time, at a granular level (so you can optimise your inputs in flight). The Power of Premium Video, with the simplification of platform reporting, delivered at speed ... to drive your business outcomes #FutureOfTV #Adgile #MultiScreenTV #Advertising #Marketing #BrandAwareness #PerformanceMarketing Craig Service Shaun Lohman Stu Carr

23

Interested in understanding the intricacies of Attention in advertising? Curious about its correlation with clicks, memories, and driving sales? 🤔 Check out this insightful video where the CEO of Lumen Research Ltd delves into their attention model, a framework that we at Teads also heavily leverage. #Advertising #Attention #Marketing #Sales #Teads #LumenResearch

6

1 Comment

In an industry where scale and data-driven insights are paramount, a Roku acquisition could be a transformative move for any suitor, offering strategic leverage in the competitive landscape of connected TV and advanced advertising. Let the WalMart acquisition of VIZIO illustrate that retailers/marketers are working very hard to bolster first-party data, and by further integrating its retail ecosystem with streaming, its a winning strategy. #cannellamedia

6

Excellent listen on the AdTechGod (™) pod with Catherine Perloff. A good glimpse into a bunch of topics from this year and into next: consolidation, shortening the supply chain, transparency, fraud, the role and impact of walled gardens, challenges creators are facing, and the influence of AI in journalism. Great to hear from the journalist perspective who can drill down clearly to the big key takeaways.

7

Earlier this fall, our very own Emily Wengert sat down at the Fast Company Innovation Festival with Jennifer Storms, CMO for Sports and Entertainment at NBCUniversal to talk about the future of Intelligent Experiences, how they're made, and the value they bring to the modern human. After years of designing optimal web experiences with world class UX, we're now turning to IX to create human-directed, conversational experiences that answer the question, "Why does a web page have to already exist, rather than being generated based on your needs in that moment?" Check it out below. What an exciting place to play.

24

Excited to be at #Partnerships Experience (iPX) here in NYC, June 17-18, 2024! Let's connect if you're looking for Incremental sales or if you have high intent traffic for our demand partners. Discover how advertisers can -- Optimize your ad strategies for better engagement -- Unlock incremental revenue streams -- Elevate your brand’s online presence Comment below or DM me to learn more. #Impact2024 #AdTech #DigitalMarketing #Incremental Revenue Intango MANIFESTO by Intango Maor Feldman Eliana Goodman Yogev Sembira Or Malihi Gon Arie Jaffe

31

4 Comments

The TV was once the first and only screen in the home and while it no longer holds that privileged status, it remains the largest and most communal. TV advertising has been shifting since I joined the industry in the mid-2000s and it continues to shift. Advertisers are demanding better insights into their marketing expense and TV is at the top of that list. CTV enables our ability to bring the world of digital measurement to this medium. Understanding how and where your TV marketing is working is enabling tvScientific customers to optimize their media plans. Check out this article on what the next iteration of TV advertising will look like when we place performance in the drivers seat.

13