Michael Mathewson

Fast channels are paving the path for a new era of streaming digital advertising opportunities especially in the multicultural digital space. Lean in. https://lnkd.in/eYf8aktT

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✅🖥️ Deadline (4/30): “The Olympics partnership comes with less than 100 days to go before the Paris Olympics kick off in July. NBCU’s streaming flagship, Peacock, will carry more than 5,000 hours of live coverage throughout the Games, including all 329 medal events. Along with guiding viewers to live coverage on Peacock, the hub will also feature a dedicated replay row, clips and highlight reels. Roku and ad tracking firm iSpot, which have already been in business with each other, are expanding their measurement partnership. Each will share measurement capabilities to drive innovation, opportunity and advertiser value within the broader streaming TV ecosystem. Under the deal, iSpot will become a preferred third-party measurement partner for Roku. In addition, iSpot will integrate Roku’s advertising watermark to validate the authenticity of video ad inventory originating on Roku. Roku and ad tech firm The Trade Desk, meanwhile, announced plans for a new data-driven TV streaming partnership. The aim is to equip advertisers with better planning, buying, and measurement of TV streaming media, with customers of The Trade Desk having a better understanding and ability to optimize their campaigns for TV streaming viewers.” ⬇️ ⬇️ #streamingtv #tvos #acr #ctvadvertising #olympics #newfronts #iabnewfronts https://lnkd.in/eFeP3NCv

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I had to read this line a few times.... "Audio is a key part of the daily lives of all Americans, and this is true for sports fans, as well. In fact, sports fans spend six hours and 26 minutes with audio content each day—that’s over two hours more than the average American spends listening to audio." On first read I was trying to figure out how anybody has 6 hours and 26 minutes a day to consume sports content. Then eventually I understood this to mean that sports fans spend 6 hours and 26 minutes with ANY audio content. Essentially, sports fans are listening to music as well and have other interests beyond sports. But, being a sports fan skews your appetite for more audio consumption up. There is big opportunity here. But, there is also a lot of competition. #podcasting #sports #audio #radio

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Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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Michelle Neumann and I are on the ground at Brand Innovators Trade Marketing Summit at Roku. Hearing from top marketers on how they propell their respective businesses forward. Let us know if you are on the ground. We would love to connect!

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"Another notable example of publisher success with the Yahoo ConnectID comes from Philo, a programmatic-first television company. 'The integration with Yahoo ConnectID aligns perfectly with our strategy and strengthens our connection with advertisers using the Yahoo platform, enhancing their ability to find their most valuable segments on Philo and deliver relevant ads to our audience. This capability to provide precise audience targeting and improved ad relevance is critical,' shares Aulden Kaye Yi, Philo’s Head of Advertising Partnerships, when articulating the advantage." https://lnkd.in/gDxeqVAS #advertising #programmatic #ctv

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✅🖥️ DIGIDAY (9/20): “The NFL overhauled its app ahead of the season’s kickoff last week, placing its ad-free RedZone streaming service at the center of its NFL+ premium customer offering. At the same time, European soccer leagues including France’s Ligue 1 and Italy’s Serie A have pushed forward with their streaming efforts, with the former’s games now shown online only in the crucial U.K. and Ireland market. Sports organizations know that demand for these services stems, in part, from the complexity (and cost) consumers face when trying to view every televised match their team takes part in. NBA games, for example, are set to be split across four different media providers, while English Premier League fans would have to subscribe to Sky Sports, TNT Sport and Amazon Prime Video to follow their club’s season in its entirety. RedZone is priced lower than cable or streaming packages — $35.99 a year, compared to $59.99 for CBS and Peacock, for example — and has been available through the NFL+ subscription package as a standalone streaming service since 2023. It’s now the centerpiece of the NFL’s digital app, and a major component of the NFL’s attempt to answer that consumer demand for simplicity. The service itself is simple enough — a subscription simulcast that pulls from CBS and Fox’s live Sunday coverage, bouncing between games with no breaks and no ads (though, there is room for advertisers around the edges — DraftKings, for example, currently sponsors RedZone). The result, said Lauren Manning, the NFL’s head of product design, UX and research, is “one of the best kind of lean-back ways to watch football of any variety, on any device.” ⬇️🏈⚽️ #streaming #ctv #ott #avod #svod #tvos #cordcutting

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Amid signal loss and increased privacy regulations, LiveRamp and the Albertsons Media Collective are delving into the possibilities of data collaboration to enhance activation, measurement, and insights across key channels. Read the blog to learn more about our efforts to create a connected ecosystem that enables brands and their collaborators to extract even more valuable insights from their data: https://lnkd.in/dbZaHqPE

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Some helpful tips on following breaking news. Including resources like Mosheh O. of Mo News, Ad Fontes Media & On The Media.

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Ad-supported streaming is here to stay, making CTV advertising a no-brainer.

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Athletes aren’t the only ones competing during the Paris Olympics. Advertisers are bidding to reach tens of millions of viewers during the first programmatic Olympic Games. NBCUniversal is selling ad inventory throughout the 2024 Paris Olympics on Peacock programmatically. The highly coveted opening and closing ceremonies are the only exception. Commercial space is available exclusively via private marketplace deals through The Trade Desk and FreeWheel. Although most Olympics inventory will still be sold directly, programmatic is bringing in a large number of new advertisers that previously didn’t have the resources or budget to secure media during the Olympics. During a trial run in June to test programmatic ad buying, nearly every advertiser who bought in was new to the Olympics. Now that the Games are underway, NBCU says 70% of brand sponsors and advertisers are new. #programmatic #olympics #olympicsadvertising #digitaladvertising #tvadvertising #RTB https://lnkd.in/e44sQwpN

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"Political advertisers are particularly reach-oriented and risk-averse, which is one reason why linear TV still “feels like a safe bet,” said Grace Briscoe, EVP of client development at Basis Technologies and a long-time political and public policy advertising specialist." Read more in AdExchanger. Link is in the comments. #elections #politicaladvertising #digitaladvertising

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🚨Trend/Rant/Insight Alert🚨   Across almost every sector and industry, content production is moving in-house. I’ve seen a marked shift towards building out small to mid-level production capabilities inside major brands and agencies in the last six to eight months. From full-time, production and post-production ready teams to Creator-minded TikTok and Reels specialists armed with nothing but an iPhone and a ring light, companies are finding the investment and overhead worth it to ramp up their content mills.   I think there’s a few implications here. For one, the demand to increase speed and decrease the time between inception and publishing is real. Companies and marketing teams, especially for huge global brands, can see social trends come and fade before their processes and workflows can even be engaged, let alone capitalize on them. Smaller, faster teams, closer to the decision-makers give them a puncher’s chance at striking Trending gold. “Learn TikTok,” seems to be the “learn to code” for 2024 and if your marketing team isn’t hiring an in-house creator to be a TikTok machine, they’re one of the few.   And secondly, and likely what I think is truly driving this, brands and agencies want to hold on to as much revenue and fee as possible. Instead of outsourcing specialist contractors, vendors or freelancers on a project-by-project basis, they want established, known-quantity teams with consistent workflows, fixed cost structures and to minimize OOPs. When advertising and marketing budgets get tight, it’s easy to look at production (which is basically *all* OOPs) and see an easy area to trim.   I think there’s pros and cons to this approach. In-house teams can be fast, agile and will know your brand inside and out. They can also get stylistically stale and, at some point, cap out on capabilities and technical know-how. The upside of engaging a wide freelancer and vendor network is the ability to bring in new talent, exciting technologies and fresh perspectives regularly. Additionally, the vendor marketplace (hopefully) means there’s true competition on price and while revenue may be going out, it is (ideally) actually more efficient on a per project basis.   I think the most successful brands will balance a well-rounded internal team for regular, drumbeat content with an extensive network of freelancers and vendors for must-win moments and big swings. Going forward, it’s important brands that build in in-house production continue to train, grow and invest in those resources and not see it as a one-time hit to this fiscal year’s numbers. And production vendors need to understand what role agencies and brands want content to play and continue to bring innovative, efficient offerings to the table. It's never been easier to make great content and tell great stories. But who you choose to make those stories will determine just how successful those stories get told.

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I'm proud of the impact this one-of-a-kind study is still enjoying! Much needed behavior stats on this lucrative – and yet – under-appreciated audience. Check out the insightful findings here: https://lnkd.in/gYyGZvYb

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🔈Exciting developments in in-store audio advertisement! Vibenomics, a Mood Media company has expanded its programmatic reach by partnering with Yahoo allowing brands to bid on in-store audio ads through Yahoo's DSP. Looking forward to seeing how this shapes the future of in-store advertising! 🛍️ Are you leveraging in-store media system to drive BTS (Back to School) sales results with audio advertising or overhead voice messages❓IE. Intermingle music with advertising. Based on National Retail Federation and Prosper “24 Insights & Analytics more than half (55%) of back-to-school and college shoppers begun buying items in July for the upcoming school year. Total back-to-school spending is expected to reach $38.8 billion, also the second-highest figure on record, after last year’s high of $41.5 billion. #SalesFunnel #SalesOpportunity 🗣️Share how you are leveraging in-store media to engage customers. #RetailMedia #ProgrammaticAds #InStoreAudio #MoodMedia #RetailCommunity #RetailTechnology #InnovativeApproach #NRF #CustomerJourney

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Yesterday, The Trade Desk announced the planned launch of Ventura - a new operating system for television. No matter your role, level or industry, your future success will be heavily impacted by how well you adopt and adapt to using new technologies. In marketing, it’s a race to be the best at reaching your consumers with the greatest efficacy and efficiency. Ventura will not only improve the user experience for viewers of connected television - driving increased viewership for publishers and opportunities for marketers - but will provide vastly greater targeting fidelity for marketing. Net result: more of your ads hitting the right people, less waste, and more impact on your bottom line. https://lnkd.in/edgks3b6

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Our Leaders in Live Q&A series explores the unique challenges and opportunities of live sports advertising. This episode covers the exciting growth of sports streaming audiences in Australia, and how Foxtel Media are optimizing the ad break for viewers and advertisers alike.

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✅🖥️ Hollywood Reporter (8/20): “This year, however, the Olympics reversed that trend — even with only three days of coverage from Paris included in Nielsen’s monthly Gauge snapshot (the measurement covers July 1-28). Broadcast networks had 20.3% of TV use for the month, up from their all-time low of 20% in July 2023 — and for the week that the Olympics began, that number rose to 22%. Peacock usage spiked by 33% month-to-month, as the streaming hub for the Olympics recorded 4.5B minutes of viewing just over the Games’ opening weekend. The NBCUniversal streamer had 1.5% overall TV use in July, up from 1.2% in June for its second-best showing ever behind January, when it carried an exclusive NFL playoff game. Streaming platforms collectively had another huge month, hitting a record share of TV use for the second straight time. Streamers had 41.4% of all TV use, up from 40.3% in June. YouTube also became the first streaming platform to grab more than 10% of all TV use, hitting 10.4%. July had four of the 10 biggest single days for streaming since Nielsen began tracking streaming use in 2020. Disney+ also hit its best share of viewing in July with 2.1% of all TV use (thanks in no small part to 4.3B minutes of watch time for Bluey), as did The Roku Channel (1.6%). Amazon’s Prime Video (3.4% of all TV use) had its best showing in eight months.” ⬇️ #streamingtv #ctv #ott #olympics #upfronts #avod

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