On TV & Video Archives | AdExchanger

With TV Impressions Vanishing, Campaigns Must Focus On Resonance, Not Frequency

AdExchanger Guest Columnist — Tue, 04 Jun 2024 04:35:17 +0000

Brian Wieser recently forecasted that, by 2027, linear and streaming TV will lose up to 25% of available impressions. To quote AdExchanger Associate Editor Alyssa Boyle’s reaction to this prediction: “Huh?” Frankly, the TV market’s vanishing impression problem is even more concerning than the numbers indicate. We know that viewing is rapidly migrating from linear […]

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Fixing CTV Ad Repetition Means Understanding How Ad Tech Enables It

AdExchanger Guest Columnist — Mon, 06 May 2024 04:35:59 +0000

CTV is a growth medium with a frequency problem. Ad repetition is one of the most talked-about CTV topics at trade shows. But it still hasn’t been fixed. Ad frequency is a problem at the campaign level, where CTV viewers can be exposed to the same ad creative across different media channels/streaming platforms well beyond […]

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The Viral Cerveza Cristal Ads Were Funny – But They’re Also A Cautionary Tale For CTV Advertising Ambitions

Anthony Vargas — Wed, 20 Mar 2024 04:35:17 +0000

A hilarious Chilean TV ad campaign from 21 years ago might be a harbinger of CTV advertisements to come. The purposely tongue-in-cheek campaign, which recently went viral – the internet is a strange thing – was created in 2003 by Chilean broadcaster Canal 13 and OMD Chile for Cerveza Cristal beer. The ads appear as if […]

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Walmart’s Vizio Deal Isn’t About TV – It’s About Data

AdExchanger Guest Columnist — Wed, 28 Feb 2024 05:35:37 +0000

There is an old adage in consumer electronics that the hardware business, with its tight margins and fickle consumers, is, well, a hard business. To think that Walmart decided to invest billions of dollars into building and selling TVs faster, better and/or cheaper than Vizio misses the point of the acquisition last week. While Walmart […]

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Don’t Make These 4 Common Influencer Marketing Mistakes

AdExchanger Guest Columnist — Mon, 05 Feb 2024 05:35:08 +0000

Influencer marketing spending is poised to reach $7B in 2024, nearly tripling since 2019. Brands trying to cut through an increasingly noisy, saturated digital environment are finding growth gains by using the social media content of third-party personalities to promote their products or services. But, of course, mistakes happen as brands rush into the space. […]

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Target One Audience, Measure Another: The Definition Of TV-Buying Insanity

AdExchanger Guest Columnist — Mon, 22 Jan 2024 05:35:56 +0000

Imagine this: It’s league night, and the top bowler wins a $1 million check. You bowl a great game, including a turkey! Based on your final score, you excitedly walk to the podium, already mentally spending your winnings. To your surprise, the judge says, “We’re actually judging this contest by the ball’s optimal position when […]

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Lucrative Long Tail: Why CTV Advertisers Should Think Beyond Premium Channels

AdExchanger Guest Columnist — Wed, 17 Jan 2024 05:35:44 +0000

In the dynamic realm of CTV, many advertisers are limiting brand exposure to so-called premium inventory from Netflix, Hulu or Max. But they’re missing out on the huge opportunities provided by smaller, long-tail CTV players. Advertisers will often give their tech vendors broad “block lists” of CTV channels where they don’t want ads to appear, […]

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CTV Isn’t Just The Evolution Of TV – It Brings Unique Advertising Potential

AdExchanger Guest Columnist — Wed, 13 Dec 2023 05:35:44 +0000

Traditional TV advertising is certainly going through a period of significant and disruptive change. But the shift of ad dollars from linear to connected TV (CTV) is not the inevitable consequence of changing audience viewing habits. Rather, it is a consequence of advertisers feeling like they have more control over campaign targeting and measurement in […]

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Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics

AdExchanger Guest Columnist — Fri, 08 Dec 2023 05:35:53 +0000

The decline of traditional TV viewing is showing no signs of slowing down: a predicted 46.6 million households are set to move exclusively to streaming by 2024. Advertisers that don’t want to get left behind must allocate large amounts of their ad spend to CTV. With a significant percentage of streaming coming from CTV (as […]

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Setting Up Effective Incrementality Testing For TV and Radio Campaigns

AdExchanger Guest Columnist — Fri, 17 Nov 2023 05:35:57 +0000

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums. Incrementality testing helps attribute conversions to TV and audio ads by isolating two audiences – a treatment group that receives the brand’s ad and a control that doesn’t – and comparing […]

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