Mediaocean Archives - How To Advertise

Why Local TV Is Keeping Many Brands On The CTV Sidelines

July 22, 2021 T. B. SmithAdsWizz, Advertising & Marketing, Mediahub, mediaocean, Mike Shields

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Melissa McKay, director of media at Booyah Advertising. National brands rushed to advertise in local markets in 2020 due to COVID, civil rights protests and the election, leaving little budget or consideration left for connected TV (CTV) efforts. But localized advertising – executed programmatically with personalized creative to boot – can be effective on CTV and linear TV. In fact, CTV ad spend remains only about 10% of linear TV…

Audience Data Is Key To Priming The Pump For TV Deal Fluidity

July 6, 2021July 11, 2021 T. B. SmithAdsWizz, Advertising & Marketing, mediaocean, Mike Shields, Travis Clinger

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Allison Branton, Head of Advanced TV Data Solutions, AnalyticsIQ. In 2020, nearly every industry was flipped on its head. TV advertising was no exception. The upfronts were cancelled, the streaming wars reached a fever pitch, and consumers discovered new content, apps and devices at an unprecedented rate. Linear TV viewing surged to its highest level in more than a decade. Brands as well as consumers came to the realization…

Four Steps for Embracing, Rather than Combatting, the Walled Gardens

May 31, 2021 T. B. SmithACOS, AdsWizz, Advertising & Marketing, mediaocean, On TV & Video

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Andrew Bloom, Chief Commercial Officer of Data Axle. Our industry spends a lot of time talking about “walled gardens” and the hazards that their policies pose to the broader digital ecosystem. But the protections these walls afford to consumers shouldn’t be ignored. If you’ve ever watched the TV show “Vikings,” you’ve seen a historical (albeit fictional) portrayal of the many border walls that protected the…

Converged TV At The Tipping Point, With FuboTV’s Diana Horowitz

March 26, 2021March 30, 2021 T. B. SmithAdvertising & Marketing, Independent Agencies, machine learning advertising, mediaocean, Netflix ads

<!– –> Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. Streaming TV adoption has accelerated to the point where a large majority of US households contain a connected TV device, and nearly as many (78%, per Leichtman Research) subscribe to at least one streaming service. But marketers are still waiting for the other shoe to drop, in the form of truly converged sales from the largest media companies. Recent announcements from Disney, NBCUniversal and others suggest that’s finally happening. “We saw,…

LiveRamp Hires Jay Prasad To Realize TV Ambitions

January 12, 2020March 9, 2020 T. B. SmithAdvertising & Marketing, amazon, Core Web Vitals, earnings, mediaocean, Mike Chowla, Social Pro Daily, The Sell Sider, Vista Equity

Taking in the sprawl of CES in Las Vegas, one thing is clear: “There’s a ton of focus on streaming – it’s front and center,” according to Jay Prasad. The same can be said of Prasad’s new employer. Prasad joined LiveRamp in January after five years as chief strategy and business officer at video tech startup VideoAmp. He is tasked with creating a go-to-market strategy for LiveRamp’s TV-related offerings, particularly the products coming out of its recent acquisition of TV analytics company Data Plus Math. AdExchanger caught up with Prasad for…