Gregory Wester

What an enlightening session at the #CIMMSummit on "Building the TV Ad Marketing of the Future"! Industry leaders Maureen Bosetti, Mark McKee, Katie Klein, and Michael Hudes discussed the evolution of the TV advertising market, addressing key trends that are shaping our industry. The conversation highlighted how brands are navigating a rapidly transforming landscape with streaming platforms and new measurement formats. As Michael noted, "TV" now encompasses personalized experiences across various platforms, thanks to advancements from the LG Innovation Lab. Mark and Katie discussed holistic measurement of viewership to achieve consistent audience engagement across all screens. Maureen pointed out that while fragmentation presents challenges, it also offers unique opportunities for brands to utilize diverse formats and storytelling techniques. The panel unanimously agreed on the importance of transitioning to an IP-based marketplace, which will unlock greater efficiencies and enable more precise audience targeting. The next five years promise to be transformative, and embracing new technologies is key! A big thank you to our CEO John Cobb and Scott Schiller for representing VuePlanner at the event! #TVAdvertising #AdTech #CIMMSummit 2024 #Innovation

4

Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

14

1 Comment

B2B CMOs: The new growth orchestrators. In a conversation with our CMO, Jackie Cutrone, and EssenceMediacom's President Kristin Gowers, Xerox's Chief Growth & Disruption Officer, Deena LaMarque Piquion, shares: CMOs must be responsible for data-driven strategies to ensure company success and profitability. Explore how Xerox unifies B2B marketing and growth: https://hubs.li/Q02zhxCQ0

20

With more businesses branching into FAST experiences, it's clear that this trend is only growing. One of the key outcomes of this is the TV-like experience being offered as part of a device service. This channel is accessible to all customers who purchased Roku’s low barrier-to-entry devices. The advantages of cable advertising are now in the domain of tech. #FASTTV #Innovation #AdTech

44

In this week's #LegendsandLeadership, Jack Myers speaks with Simulmedia Founder and Chairman Dave Morgan for an in-depth discussion on the recent industry transformations, challenges, and what lies ahead. https://lnkd.in/e8X7FwmF

3

1 Comment

What are the best ways to safeguard privacy while delivering personalized ads on CTV? Check out my chat with Sean Cunningham, President & CEO at VAB during the Big TV Summit tomorrow morning. We'll discuss how AI is transforming media activation, day-zero planning, and Seedtag's innovative approach to CTV targeting and measurement. 📍 NYC, NY 📅 September 18th ⏰10:10-10:30 am (EDT) Discover the event here: https://lnkd.in/ejY387r7 #ContextualAdvertising #CTV #AdTech #privacy

28

1 Comment

As Suzanne Persechino says at #NextTV #NYCTVWeek, A+E Networks is “KPI agnostic”. They can drive foot traffic or clicks. But are keen to partner with advertisers to drive (and even guarantee!) outcomes. At Comcast Advertising they are using a suite of identity assets to ensure the desired HH is reached, per Carmela Fournier. And Stuart Schwartzapfel of iSpot.tv says everyone wants to understand the UNIQUE reach/ aspects of each platform — and good cross platform measurement should be able to diagnose that.

10

1 Comment

"Retail media is relevancy meets reach meets conversion." Jacquelyn Baker, CEO at Omnicom Commerce offers a deep dive on the transformation of the retail media industry in Rokt's Beet.TV Leadership Series. Watch her video and read more insights on our blog ↓

23

As viewer habits continue to shift on Connected TV (CTV), advertisers must do everything to not fall behind. Streaming services now account for 41.4% of TV viewing, meaning there’s a significant opportunity to rethink marketing and ad strategies in this space. Balancing ad load is a necessity. While a slight decrease in ads per hour is encouraging, it’s important to avoid overwhelming viewers. With viewing sessions increasing nearly 7% year-over-year, this is a prime opportunity for brands to engage audiences more effectively. Transitioning budgets from linear to CTV is not just strategic but necessary. #CTV #Advertising #MarketingStrategy #ViewerEngagement #Marketing

5

As viewer behavior evolves, agencies are adapting their strategies—GroupM is leading the way by focusing on streaming and advanced audiences to deliver better outcomes for clients. 📺 In a converged video space, clients are looking to understand where value creation is happening. According to GroupM's Mike Fisher, advancements in interoperability and connectivity will bring more transparency and scale to the ecosystem, with the goal of managing frequency and engagement across all streaming services. Learn more: https://lnkd.in/gdPwXcJ8 _ #GroupMNA

52

2 Comments

In the latest episode of Digiday’s “Future of TV” series, Mediahub's Michael Piner, U.S. EVP, Advanced Advertising, joins leaders from Digitas North America, GroupM, and Known to address the back end of the streaming ad industry — the likeliness of the IP address to go the way of the third-party cookie and the challenges many advertisers are facing in turning to alternative IDs to measure fragmented streaming audiences.   “Everyone’s bought into the idea of alternative IDs, but now operationalizing that idea and finding out how we connect all of these IDs that’s really the stage where everyone is at. There’s buy-in in the industry at scale but making it operational and cost-effective is the real challenge now.”   https://lnkd.in/gJdFQjB9

26

1 Comment

Earlier today, Omnicom announced a strategic partnership with Amazon around its Amazon Ads service. This partnership will connect audience data to browsing and shopping insights. Annalect's Chief Experience Officer, Clarissa Season, noted the following: “We‘ve created an ecosystem that allows us to connect viewership data to audience data to the Amazon sales data, with the addition of Flywheel. We’re able to say . . . Here’s the consumer we want to go after, here’s what they’re watching. And then, what did they buy as a result of being exposed to that ad? It really is kind of full funnel.” See the full Digiday article here: https://lnkd.in/eb_YxSSt #CannesLions #OmnicomCannes

10

From my perspective, it seems as though adjusting media types does little to combat Ad fraud. Instead, what makes this problem so prevalent is the lack of accountability in the programmatic supply chain. Firms leaning into advertising without any sort of accountability measures are met with an impossible Catch-22 wherein spending more leads to less impact and spending less delivers the same. #AdTech #Innovation #AdFraud

5

"shrinking losses" to only 295M from a 511M loss -- look at all that revenue though - 1.87 BILLION Lots to work with #advertising #revenue #streaming #profit #Business #Loss #bundle During the latest quarter, the company hit 71 million Paramount+ streaming subscribers worldwide, up from 67.5 million Paramount+ customers at the end of its fourth quarter, with 3.7 million customers added during the past three months. "And the studio shrunk its streaming loss to $286 million for the first quarter, an improvement over a $511 million loss in Q1 2023. Direct-to-consumer revenue rose 24 percent to $1.87 billion, as advertising and subscription revenues were both up, driven by growth from Pluto TV and Paramount+" https://lnkd.in/ggJYiNwb

3

The rise of ad-supported streaming, FAST channels, and AI influences on CTV - where is CTV headed in Europe? Join Cadi Jones from Index Exchange, Ekkehardt Schlottbohm from PubMatic, and moderator Tom Hudspith from GroupMNexus as they discuss the rapid growth of CTV in new European markets. From understanding regional consumer trends to overcoming market-specific challenges, this session will equip you with the knowledge to succeed: https://lnkd.in/dsDgXzRp

4

Jason Goldberg, Chief Commerce Strategy Officer for Publicis Groupe, and Matt Heindl, Group VP of Social Content and Engagement Strategy at Razorfish, share insights on why TikTok’s e-commerce business is seeing growth despite legislation that could force its China-owned parent company, ByteDance, to sell the platform due to national security concerns. Although the social media giant’s e-commerce arm saw its average number of transactions decrease from January 2023 to March 2024, it also saw its average transaction price nearly double during the same period — a signal that suggests TikTok Shop has matured into a more trusted e-commerce platform, according to new Attain data. *Story 👉 https://lnkd.in/gjR3fb8Q *Subscribe to The Outcome for more data-driven stories: https://lnkd.in/ed5_D4yz

36

Check out our CSO, Libby Rodney, talking with EVP at Direct Agents Megan Conahan about the opportunity in the streaming market as more consumers return to ad-supported models, referring to our recent research with Tubi. Each month, Libby and Megan will team up to discuss the shifts we’re seeing in business and marketing.   Follow us to see what’s next.   #insights #strategy #consumerinsights #streaming #admodels #opportunities

14

1 Comment

Looking forward to this discussion on the future of #measurement & the incredible insights from this amazing panel! #attribution, #MMM, #MTA

19

2 Comments

Why Connected TV is the Key to Unlocking Future Ad Potential Connected TV (CTV) is not just a new trend—it’s the future of advertising. eMarketer reports that CTV ad spending in the U.S. hit $25.09 billion in 2023 and continues to rise. Why? CTV combines the broad reach and brand impact of traditional TV with the precision of digital marketing, allowing brands to target audiences with data-driven campaigns and track performance in real-time. For brands, the opportunity is clear: Invest in CTV now to capture both reach and relevance. Local Planet can help you maximize your CTV strategy with tailored solutions that drive measurable impact. Source: eMarketer on CTV #CTV #DigitalAdvertising #AdTech #MarketingStrategy #LocalPlanet

13