Measuring What’s Possible—Is This a Real Problem?
Now that ad dollars are moving from broadcast to digital via CTV buys, maybe we need to accept that the measurement standards for digital and broadcast are always going to differ.
Why the Upfronts Are So Yesterday
The internet fostered the ability to make changes on a continual basis, so how come national broadcast advertising is still being transacted in the upfronts (the same format that started in 1962), which require an annual dollar and audience-reach commitment in advance to buy and sell advertising?
The Top 5 Problems with Streaming Advertising
At Streaming Media West last November, I moderated a panel on how to keep advertising workflow flowing. The discussion yielded a number of valuable insights on the state of streaming advertising, including 5 key takeaways on the biggest challenges we face with advertising in the OTT world today.
The New Advertising-Industrial Complex
Strategically, streaming delivery needs more advertisers. Advertising is a necessary part of the media business model, but by not being nimble enough to attract more advertising and somehow sell digital the same way cable and broadcast are sold, digital services are shooting themselves in the foot.
Streaming Numbers in the News
Targeting streaming viewers is becoming harder. Today, services are looking at understanding what viewers will buy, not their personal information. Here's a roundup of a few recently published reports.
FAST and the Future of Streaming Monetization
FAST (free ad-supported television) is on the rise, but how can content distributors thrive in this very competitive landscape?
The Ad Tech Industry Needs to Tell a Better Story
Ad tech is driving billions of dollars in revenue every year. So why can't people understand what it is, how it works, and why they should care?
FuboTV Scores Big on Content Choice, Ad Load, and Revenue
Nadine Krefetz put fuboTV through the paces, and the sports-focused streaming service exceeded expectations.
Does Ad-Supported Streaming Actually Cost You More?
About one-third of users of ad-based streaming services click on and subsequently purchase items, according to Parks Associates. So maybe subscription is cheaper in the long run?
Paying to Watch Ads with HBO Max
Like almost everything else HBO Max does, the OTT service has gotten the ad experience right
STIRRing Up Local TV Advertising
Sinclair Broadcasting's STIRR brings viewers free, live, local broadcasts—along with localized ads. The implementation is still buggy, but the concept is right on target.
OTT Ad Tech's Biggest Challenges (and a Few Solutions)
OTT advertising technology is at a crossroads, as brands work to build relationships with consumers without alienating them. Here's a look at some of biggest questions facing the ad tech industry, along with some possible answers.