Noah Rubinstein

Good article if you're contemplating pausing your advertising until after Political season. Let me know if you have any questions about reaching potential consumers in Northern California #Media #Marketing #Advertising #PoliticalAds #NorCal #Sacramento #Fox40 #Sacramento #Nexstar THE HIDDEN COSTS OF PAUSING YOUR ADS Yep, political ads drive me nuts! There are just too many of them. But don’t let the crowded screen chase your business away. Carrie Berkbuegler, the Director of Sales at Zimmer Communications and fuze32 Marketing in Missouri, reminds us of a Harvard Business Review that warns -pausing ad campaigns during political years can harm brand recognition. When brands “go dark,” consumers quickly forget them, making it harder to recapture attention later. This is especially damaging for brands needing continuous engagement to maintain loyalty. Brands that stop advertising during political years face noticeable sales drops. Consumers favor familiar brands, and competitors will fill the void if yours isn’t visible. This sales loss can be substantial, and regaining ground can be tough. Rebuilding momentum after halting marketing is challenging. The trust and recognition built over time fade, and restarting campaigns requires significant investment. Brands often need to spend more to regain their previous market position than they would have by maintaining a consistent presence. How do you stand out among all the political ads? Focusing on brand values and community engagement is one way. Highlighting community involvement, corporate social responsibility, and customer stories creates a positive image and fosters deeper connections. These efforts help brands stand out and remain relevant amidst political upheaval. Navigating political years can be challenging, but with the right strategies, brands can maintain visibility and effectively engage audiences. Consistency is key to thriving.

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I recently spoke with Alyssa Boyle about why advertisers are doubling down on #CTV outcomes measurement (as affirmed by many conversations I had with industry leaders in Cannes this past week). A common theme among the marketers I talked to? They’re looking for metrics that can predict sales based on fast, accurate data. Outcomes such as search activity, website visits, and app downloads are significant indicators that a consumer is considering a purchase — and highly correlated with a brand’s market share. That’s why a brand’s Share of Search grows (or shrinks) before its market share – which our data, validated by Les Binet and the EffWorks working group of the IPA (Institute of Practitioners in Advertising), has proven time and again. Given this, it’s no wonder why modern marketers need reliable, investment-grade outcomes data to navigate this complex era of linear and streaming TV. Check out the condensed version of my conversation with Alyssa in AdExchanger for more. https://lnkd.in/erkGsKJi

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Google’s $250M pledge to fund California journalism is making waves, but is it really a win for publishers, or just another strategic play to avoid regulation? 🤔 With AI-driven search reshaping the landscape and Big Tech under scrutiny, this move raises big questions about the future of news. Explore how this deal impacts local journalism, AI, and the power balance between tech and media. Discover the full story on AdMonsters and how it could affect the future of digital publishing. #AdTech #Publishing #Journalism #Google

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“Not a single organization representing journalists and news workers agreed to this undemocratic and secretive deal with one of the businesses destroying our industry.” This is another missed opportunity for meaningful progress and a reminder of Big Tech’s continued unchecked dominance. It also makes abundantly clear that the need for federal action is now more urgent than ever. It is past time for Congress to pass the Journalism Competition and Preservation Act (JCPA), a bipartisan bill that would give broadcasters and other news publishers the power to come together and negotiate fair terms with Big Tech for how their content is used online. The size of tech platforms like Amazon, Facebook and Google dwarfs local TV and radio stations. These tech giants act as gatekeepers of online content, controlling how consumers access news, and how news publishers are compensated for the use of our content. At the same time, they also siphon away advertising revenue that would otherwise be reinvested into local journalism. The platforms exploit their dominant market position, making it harder for broadcasters to sustain their operations while benefiting from the valuable content created by local stations.  News is costly to produce, and stations invest significant resources to keep reporters in their local communities. The business practices of the tech giants prevent local stations from recouping their investment in local journalism, as these platforms exert enormous influence over what online content is eligible to be monetized. Big Tech controls the share of revenue they retain and the amount passed on to the content providers, who ironically bear the costs of producing the quality journalism that benefits the platforms. The bipartisan JCPA will level the playing field, allowing TV and radio stations to continue their vital work in producing trusted, fact-based journalism. With the upcoming elections, we need strong local newsrooms to keep Americans informed. In fact, the Swing State Project found that a majority of Americans trust their local broadcasters more than any other medium for election news. Local broadcast stations know the communities they report on, they drive on the same roads, take their children to the same parks and cheer on the same local sports teams as their audiences. From covering city council meetings to the high school football game to the upcoming election, broadcasters provide verified news and information Americans can trust. Local newsrooms need a level playing field to work with Big Tech. Congress needs to pass the JCPA – our democracy depends on it.

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🚀 Q2 2024 IPA Bellwether Report Insights 🚀 As we move into Q3, it's a great time to look back on how we did as an industry in Q2. The latest IPA Bellwether Report reveals that the net balance of UK businesses expanding their marketing budgets in Q2 has hit its highest level in over a decade. 📈 Key highlights of the report include: - Positive Balance: 15.9% of UK companies are raising marketing budgets, up from 9.4% in Q1. - Growth Across Categories: Events are still the top choice for marketing budgets, growing by 17.2% this quarter. While that's a bit slower than last quarter's 23.1%, they continue to perform well. The Main Media Advertising category saw upward revisions, driven by other online (+15.3%) and video (+7.8%) advertising. - Economic Optimism: With a brightening economy and decreasing inflation, brands are showing increased optimism for 2024. The outlook for both the UK economy and ad spend in 2025 is much more upbeat. While the proportion of companies feeling confident about their financial prospects remains stable at 29%, negative sentiment has decreased significantly—from 19.5% in Q1 to 15.4%. What are your thoughts on these positive trends? Share your comments below! 👇 #Marketing #Advertising #BusinessGrowth #IPABellwetherReport #Adtech

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A couple of months ago I posted about RIAA suing Verison. Last month Verizon shot back: https://lnkd.in/g23p4KSX What will be the end result of this “conversation’ playing out in court. In the long term. Is this a result of technology (streaming services) not addressing the problem that they were trying to solve? Perhaps this is a signal that further innovation is needed in how content is managed, distributed, and monetized online. There's a strong argument that, while tech helped create more accessible music platforms, it hasn't fully addressed the concerns of artists, songwriters, and other creators. Is this lawsuit an opportunity to revisit those revenue-sharing models and perhaps craft something fairer?  We want to move forward and not limit creativity as it seems the problem is still not solved. Where do we go from here?

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More jobs here!

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A new study from Teads and Lumen Research underscores what many of us already know—advertising alongside quality journalism isn’t just the right thing to do, it’s also the smart thing to do. Yes, supporting the health of the media is important. But the news and information created by trusted media brands provides an excellent environment for generating advertising results and ROI. When advertisers invest in news platforms, they’re getting more than just impressions. They’re tapping into the power of focused attention and outcomes. The study found that ads placed within trusted news environments drive a 77% increase in brand recall. That’s compared to other channels where distractions are plenty and attention is fragmented. Nexstar Media Group, Inc. is a leader in news platforms with unrivaled reach & scale. Start with over 310,000 hours of locally produced content from 200 stations in 116 tv markets. Add NewsNation, America’s fastest growing cable network. Together, we generate more than 105 Million Monthly Unique Digital Impressions, which makes us one of the top digital news & information properties and ahead of other news organizations such as CNN, FOX News, New York Times, and CBS News. (Comscore) To learn more about the ways we can supercharge your ad results, visit Nexstar Advertising or online at

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While counter to the media narrative, it is evident that guaranteed affiliate fee economics are crucial for preserving local media revenues. MLB is advocating for clubs to supplement cable TV distribution with direct-to-consumer streaming and a few OTA games to maximize reach and revenue. Recent news reveals that MLB will now handle production and distribution for the Cleveland Guardians, Milwaukee Brewers, and Minnesota Twins, following two years of managing the Arizona Diamondbacks, San Diego Padres, and Colorado Rockies. #MLB #MediaDistribution #LocalRevenues DSG will retain the Atlanta Braves’ existing contract. It reportedly hopes to come to revised terms with the Detroit Tigers and Tampa Bay Rays too.  And the company has contracts in place, as part of joint venture arrangements, with five others; none of which are included in the bankruptcy process (Cincinnati Reds, Kansas City Royals, Los Angeles Angels, Miami Marlins, and St. Louis Cardinals). So, unless there is a renegotiation, Diamond will remain obligated to pay those teams and handle production and distribution for their games. “Everybody keeps talking about how DSG isn’t going to have any baseball teams. But my guess is that they do,” media consultant Patrick Crakes said. Those leaving DSG, and every club in the future, will have to decide how to distribute games locally. They’ll have several different options (think: broadcast only, broadcast+streaming, cable+streaming, cable+streaming+OTA, streaming only).  It’s possible that, in time, examples of each ‘working’ will emerge. But for now, baseball teams seem to be wisely sticking with the established cable model.

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Measurement remains a paramount concern for CMOs in the back half of 2024. A recent WARC survey underscores this sentiment, revealing that 78% of CMOs are prioritizing better measurement frameworks to enhance decision-making and prove ROI. Verizon Value CMO Cheryl Gresham’s commentary in Ad Age underlines these findings, emphasizing the need for robust outcomes measurement to drive ad effectiveness. Understanding the true impact of your marketing efforts is more critical than ever in today's complex TV environment. Outcomes deliver tangible results, empowering Fortune 500 CMOs like Cheryl to make informed, strategic decisions that align their organizations. Effective outcomes measurement isn’t just about proving value – it’s about shaping future strategies with confidence. Great read from Adrianne Pasquarelli. https://lnkd.in/eaKPZ53t #CMO #measurement #outcomes

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A very valid point… we are not just transforming newsrooms - we are challenging the very foundations of traditional news production. The story-centric approach is the future, and it's time for the industry to catch up. Or at least NBCU and ABC champion this view at our recent NAB panel. But in this post, I see that their justification is beneficial; Break Down Silos - Traditional, siloed workflows are outdated. Embrace collaboration and see the difference / Centralise Information - Stop juggling multiple sources. One source of truth for all editorial and media content / Integrate Seamlessly - The right technology can revolutionise your newsroom without disrupting production. Disrupt the Status Quo!

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Overexposure to ads is negatively impacting consumer purchase behavior from otherwise well intentioned advertising investments.    Digiday’s Tim Peterson shares a first look at our new survey with The Harris Poll addressing TV streaming ads’ overexposure issue, which finds that half of US adults have opted against purchasing a product after seeing its ads too often.     AD-ID, LLC's CEO Nada M Bradbury weighs in on this issue, and how we are helping to minimize overexposure. #adindustry, AD-ID, LLC, IAB Tech Lab, XR Extreme Reach   Read the full piece and study below:   https://lnkd.in/gv2BHDv4   https://lnkd.in/gDjtrbRM

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Market Share After stellar results, Google’s shares fell 5%. Netflix killed it in 2Q. Their market value has sunk 5% since earnings. After meh results, Charter Communications saw its biggest market cap increase in 15 years. Fellow MVPD Comcast had similar numbers but their stock went the other way. Publicis Groupe grew net income 24%. Their shares dropped 1%. Net income sank -10% at Omnicom Media Group and -19% at Interpublic Group (IPG). Their market caps both grew 5%. Spotify says “music subscription is awesome.” Universal Music Group says “maybe not so much.” How do we make all this 👆 make cents? At the convenient link, I dig into the earnings reports of Media’s biggest players to share what the numbers - not the CEOs - actually say. https://lnkd.in/eRCHwdjE Welcome to #EarningSeason!

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Are you interesting in video podcasting? This presentation followed by a Q&A with Evan Lovett is going to be really good.

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Deloitte's Arbanas "envisions the convergence of a social media and streaming platform that brings together preference for TV shows, shorter videos and music in a way could do away with having to subscribe to multiple services individually.” That sounds a lot like Snibble, a social video platform, that features only short form video clips from professional content providers (no UGC) that you can instantly share with close friends and has no subscription. Snibble, the next generation of digital is here. #snibble #genz #digitalcanbebetter https://lnkd.in/gQM25_U6

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What’s on everyone’s minds for the 2024/25 Upfronts? 📺 At the end of this year, nearly half of all advertising revenue will be driven by streaming, whether through direct sales or programmatic channels, and comprehensive Convergent TV strategies will be a must. LiveRamp's Tara Franceschini shares key trends to keep in mind as you approach this season’s deals, and ensure that each weighs into your 2024/25 Upfronts strategy. ⬇️

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The use of #HDMI CEC is an innovative way to hit an extremely targeted market, especially in the gaming industry. It'll be interesting to see how receptive consumers will be to this and what companies jump on board first. #RokuTV #TargetMarket

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This one's juicy ... and totally expected. Allison Schiff gives us the latest from the FTC's assessment of online privacy across some of the largest social media and video streaming platforms. "Data hoarding, including information from data brokers; indefinite data retention policies; a lack of control or oversight for data handling; an inadequate approach to data minimization; a tendency not to fully comply with user data deletion requests; a reliance on 'privacy-invasive tracking technologies, such as pixels'; using algorithms for analytics with no easy way for people to opt out .... We need real protections for people’s data .… No one has time to read those policies, and choice is illusory in many of these markets.” The tides are changing. Reading articles like this one from AdExchanger highlight warning shots from the FTC. Enforcement is likely next. And whether you're motivated by risk or by opportunity, 74% of consumers say they’ll share their data with brands they trust will protect their data. This is why my colleagues and I at Symitri believe that privacy is a competitive advantage. In the end, the good guys will win.

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"Underestimate small business owners at your peril." Small businesses are our most creative, most curious and most innovative partners with a simple request - make it easier to aggregate audiences so we can focus on driving results. In other words, "Is it simple? Does it work?" Enjoyed talking with Michael Shields about how Spectrum Reach harnesses media chaos every day, in every market, with every customer. In a short period of time, we covered a wide range of topics: simplifying fragmentation, demystifying advertising creative, safely leveraging data sets and defining attribution based on what matter most to each customer. Thank you Blockgraph the opportunity and for your continued partnership.

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