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广告有意义

我们应该相信尼尔森的数学吗?

After reviewing Nielsen/Gracenote's 2023 State of Play report, Data-Driven Per­sonalization: The Future of Streaming Content Discovery, I found the numbers they cited to be very much on the creative side. I don't get a warm, fuzzy feeling when I think about their research.

中国电视广告的现状

广告购买正在改变. 例如, now you can buy from an agency that has deep knowledge of data around local viewing, or you can go to a TV manufacturer that has deep knowledge of all of the viewing on its hardware.

The Argument for Addressable Advertising

对于本专栏, 我和拉里·艾伦谈过, VP and general manager of data and addressable enablement at Comcast Advertising, about a question that lands firmly on the deterministic side: "What is addressable advertising?" The term "addressable" refers to targeting digital and broadcast inventory and being able to buy audience segments on a household level.

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 流媒体 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.

新闻中的流媒体数字

Targeting streaming viewers is becoming harder. Today, services are looking at understanding what viewers will buy, not their personal 信息. 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 更多的?

关于 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.

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