The top benefit of programmatic ads, cited by 61% of senior ad buyers, is effective targeting and optimization, per London Research and Truth. Forty-nine percent say their biggest worry about programmatic is insufficient consistency when it comes to metrics and measurement, 42% say the biggest concern is lack of agency transparency, and 39% say third-party transparency is the biggest problem.
While ad targeting across connected TV audiences has become more sophisticated, frequency is still a challenge, with individual viewers being exposed to the same ads too often, which can damage a brand's exposure, writes Kelly Liyakasa. The fragmented marketplace and the number of players involved -- and their reluctance to share data -- means frequency capping could remain an issue for the foreseeable future, she writes.
Comcast Technology Solutions has announced a partnership with DLVR to provide improved content delivery services. The company will use DLVR's content delivery network switching capabilities and analytics to improve multi-CDN management.
Goodby Silverstein & Partners has created a 60-second spot for PepsiCo's Mountain Dew and Doritos brands that stars Morgan Freeman and Peter Dinklage. A 15-second teaser hints that the pair will be facing off, with Dinklage championing Doritos Blaze and Freeman on the side of Mountain Dew Ice.
Droga5's new spot for The Ad Council, the American Foundation for Suicide Prevention and The Jed Foundation stars Broadway's Gideon Glick humorously interjecting himself into awkward silences between friends and lovers to highlight how easy it is to just to break the silence and check in with loved ones. Additional ads show how simple it is to "Just Ask," "Just Listen" or spot "The Signs," and further videos delve into true stories of depression and anxiety from young stars such as Tyler Posey of "Teen Wolf."
Funny or Die's edgy new digital spot for Kind Snacks features Anna Faris reading humorous real online reviews for competitor's products, such as "These taste like garbage and resentment." The brand is also sending out samples of its own protein bars and those of rivals to 10,000 consumers in the ultimate taste-test challenge.
NBC has announced that cable subscribers will be able to livestream the 2018 Winter Olympics opening ceremonies via a dedicated website and the NBC Sports app. Also, Comcast will offer plenty of viewing options throughout the event through a content hub on its X1 platform and Stream app.
With China and India leading the way, the world downloaded more than 175 billion apps in 2017 and spent more than $86 billion. That's according to App Annie, which predicts widening opportunities for marketers as even developed markets continue to see large absolute gains.
A focus on millennials may miss the much wider cross-generational category of the connected consumer. Shama Hyder explores who these consumers are, what they're looking for and how to reach them, including through influencers and engaging loyalty programs.
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