Teads’ Post

There’s so much opportunity for brands to advertise in news on YouTube. We are teaming up with Pixability because of these two realities: 1) The alarming part: “Pixability recently released data that showed that, on average, 40% of YouTube advertisers ask to avoid news content on YouTube. This leads to a lack of funding for reputable news sources and prevents advertisers from engaging audiences in key areas of interest.” 2) The promising part: “Advertisers in categories including food & beverage, automotive, entertainment and travel have found that news content drives anywhere from 24% to 44% better engagement than the average content category on YouTube, Pixability said.” There are thousands and thousands of high-quality news channels on YouTube (and thousands more that are…not those!) Excited to work with David George, Jackie Swansburg Paulino, Matthew Duffy, and the Pixability team in bringing this capability to YouTube advertisers! Partnership announcement here: https://lnkd.in/gpQeGmn8

When founder Alan Gould came to me with a new adtech idea which would involve driving automated, AI-fueled, co-marketing opportunities between consumer brands and Hollywood studio IP, my immediate reaction was to hop aboard as an advisor. From a product-market fit standpoint, it seemed self-evident that if streamers (with limited and falling marketing budgets) could find a way to promote their deep well of original and established library content while simultaneously getting paid by brands for the privilege, it would be a big win for them. Similarly, it would be a big win for brands- especially mid-sized- to affordably associate their products with Hollywood content for the first time ever (not to mention introducing fresh ad dollars into the ecosystem). Still early days, but the returns could not be more promising.

Having seen a number of Super Bowl spots and teasers and anticipating what’s still to come, I see a radical shift in strategy. Brands are shelling out an astronomical $7M for a 30-second spot, not just for traditional TV advertising but as a testament to prove to the world their savvy understanding of internet culture. These spots are meticulously crafted, designed to resonate with the specific nuances of the chronically online. They are filled with themes and formats made for online humor that echoes meme culture to references to trending online phenomena and a bevy of internet celebrities. This for me clearly signals a big shift in focus. The target audience is no longer just the conventional TV viewer but primarily the chronically online, people deeply embedded in social media and internet culture. It poses an intriguing question for me - Has TV become just an expensive mirror of internet culture? This shift in advertising is more than just surface-level change. It’s not merely about buying airtime anymore. Brands are strategically investing in content that resonates with deeper cultural cuts. This melding of traditional TV advertising with the intricate layers of internet culture marks a significant evolution. It demonstrates the need for a keen understanding of the complex nature of today’s media ecosystem and the spectrum of diversity of its audiences, who highly value a brand’s ability to navigate and reflect internet culture as a sign of cultural relevance. The true worth of a Super Bowl ad is now redefined: it’s not only in its traditional TV reach but in its profound connection with the chronically online.

Discover the impact of contextual targeting and emerging formats like shoppable ads and interactive content. Stay ahead and drive your digital advertising success! Read the full article here - bit.ly/45bw2PU #Adtech #DigitalAdvertising #AI #ProgrammaticAdvertising #Privacy #ContextualTargeting #MarketingInnovation #AdTrends

Gone are the days of linear advertising's straightforward metrics connected to impressions matched against age and gender, as advertisers are struggling with measuring ads in an evolving TV landscape. Today's marketers must orchestrate campaigns that resonate seamlessly across diverse platforms. Frequency, once overlooked, now emerges as a linchpin for achieving desired outcomes. Whether it's through traditional TV, digital platforms like YouTube, or social media behemoths such as Meta, the need to grasp the cumulative effect of campaigns on both brand metrics and revenue becomes increasingly pronounced. Check out Daniel Tjondronegoro's insights in Campaign UK discussing the crucial significance of effectively maneuvering through the intricate landscape of the streaming-first market. https://lnkd.in/ejShzYrK

With digital video everywhere, advertisers can holistically connect with audiences in a more intentional and impactful way. Learn how digital video advertising can fit into your campaigns with our guide today: https://ow.ly/ixNZ50Qj9N1 #Advertising #VideoAdvertising #BasisTechnologies

This recent NBCUniversal headline suggests the transformation of television into a performance medium. However, those in the direct marketing space, particularly DRTV specialists, have used television as a performance medium for decades. While new technologies like AI and advanced systems might prove to enable more precise tracking and analysis, the fundamental concept of television as a performance-driven medium is not novel. On record, as the first official paid television advertisement airing in the United States occurred on July 1, 1941, at 2:30 pm, over WNBT (subsequently WNBC) before a baseball game between the Brookly Dodgers and Philadelphia Phillies.  While credit for that pioneering effort may belong to NBC, the inherent performance aspect of DRTV is not a recent invention. Let’s top ignoring the “ugly, red-headed, stepchild, known as DRTV, admit it has existed for decades and focus on leveraging the latest advancements to optimize its full potential as a performance driven marketing channel. FYI, when asked for data on the first DRTV spot to air in the U.S., Gemini stated that was in 1984. Clearly, Gemini needs access to better data! Get on that asap Sergey & Larry.

How do you avoid wastage in a year with even more advertising opportunities? Last year, advertisers had to navigate an increasingly fragmented media landscape with more consumer and commercial offerings than ever, especially around digitally delivered TV. With more major platforms launching ad-supported offerings in 2024, this trend will definitely not slow down. In a new article, we have asked our commercial leaders in the UK - Paul Barnard, Martyn Bentley, Martin Giraud and Markiyan Caseley - to provide their perspective on the coming year, including how cross-media measurement can help advertisers maximise their media investments. #outlook #advertising #measurement #crossmedia

 Dive into the future of advertising with Data-driven TV! Reach your target audience effectively while saving costs. Enhance ad personalization with non-personal user data for better results. Are you ready to revolutionize your ad strategies? Comment below! #DataDriven #AdvertisingRevolution https://lnkd.in/ej_EZFbZ

It's back to the future all over again! Back in the early days of paid search in 1998, advertisers had to learn an entirely new way to do business. They had to figure out how to choose relevant keywords, write titles and descriptions for each keyword, upload 1000s of keywords (usually via spreadsheet!), figure out how to bid and measure ROI at a keyword-by-keyword level. As simple as this all seems now, it was really difficult back then. But as tools emerged and advertisers inched up the learning curve, a thriving ~200B+ marketplace evolved, supported by millions of advertiserisers. The same thing happened in Social. The democratization of TV advertising is in full swing, driven by new tools and technologies that are analogous to the early days of paid search. Self-serve TV buying, ROI measurement, auto-campaign optimization tech, etc. But for most of the 9M paid search and social advertisers, TV is a new channel. So we are therefore thrilled to announce tvRoom, a Performance TV Acadamy.  The TV Academy provides online courses for digital advertisers who want to learn about the best strategies and tactics for driving the performance of CTV campaigns. We believe this will help accelerate the inevitable adoption of TV as the highest impact, highest ROI performance advertising channel for millions of advertisers.  https://lnkd.in/gr_5seZW #ott #ctv #ctvadvertising #performancemarketing #tvadvertising