7/24/2023 0 Comments Hulu vp ad salesx![]() (Nasdaq: NXST), announced today that it has named veteran marketing executive Dennis Cook as Senior Vice President of Sales Marketing. LOS ANGELES, CA (April 19, 2022) – Nexstar Digital, the digital division of Nexstar Media Inc., a wholly owned subsidiary of Nexstar Media Group, Inc. The quality of content speaks for itself: Game of Thrones.Experienced Digital Marketing Executive Will Lead All Marketing for Company’s Digital Division, with a Special Focus on Accelerating the Company’s Advertising Sales Business Marybeth Strobel of WarnerMedia ad sales silenced the room when she flatly responded to the importance of content by saying: “There’s a reason AT&T acquired us. Because, of course, quality content leads to engaged audiences. When it boiled down to the number one factor in placing a buy, the consensus was content. “The advertising experience needs to be consistent, integrated, relevant… making sure that we are creating an ad experience that fits me and fits you, where we live, what we like, etc,” he said. Keller of Hulu said ad model is changing because of that. “Anywhere you see an ad, if it’s not relevant, we skip it,” Etzioni, CEO and co-founder of Clinch, a company that focuses on personalized creative for programmatic advertising, added. He explained that there are “pockets of resistance” in the industry and the easier it is for D2C brands to see results, the more inclined they are to get in on programmatic advertising. “There’s a quote, ‘The future if here, it’s just not evenly distributed.’ Testing and scaling is where we’re seeing some of the real challenges.” “In terms of measurement, there’s lots of strides to make there,” Geving said. ![]() ![]() There are three categories that Brad Geving, of the data-first media buying company Tatari, says they focus on, especially with newer D2C brands: economics, measurability, and test/scalability. However, those companies are used to a quick turnaround and instant reporting of how ads performed, so publishers and agencies are trying to accommodate their needs. “It’s an open platform, meant to be inclusive of everyone and other networks if they want to come in.”ĭirect-to-consumer brands that found success in a digital-first world are now realizing television could provide them with a greater reach. “The first word is open,” he says, referring back to OpenAP. ![]() You have to construct the ad and design it in the best way, for the features that are relevant to the person.”ĭan Callahan, who works on OpenAp as VP of audience and automated sales for Fox, said the consortium is a way to absolve the idea of the one-size-fits-all approach, whereas other networks are serving the same thing to every buyer. You have seven seconds of their attention, best case. Let’s say three people are looking at car safety, fuel, performance. Oz Etzioni, CEO and co-founder of Clinch, a company that focuses on personalized creative for programmatic advertising: “Let’s take the automotive industry. But every client’s needs-and every consumer’s wants-are different, which is why many of the panelists stressed that programmatic is not a “one size fits all” approach. ![]() Programmatic TV enables advertisers and marketers to automate the buying process by platform, and if they choose, to select audiences by geography, behavior, and demographic. While all addressable TV advertising is programmatic, not all programmatic TV advertising is addressable. Here are some of the main takeaways from the summit: Marketers, he said, “really have to create custom opportunities-whether or not they’re data-led, solution-led, or marketing-led-around the content viewers are enamored to have."ĭuring the day’s panels, Viacom’s Amarachi Miller discussed how the company’s OpenAP consortium is creating more streamlined opportunities for buyers across some of the biggest publishers, while agencies like HudsonMX shared how they are getting new direct-to-consumer brands to better understand the TV advertising landscape as they make the transition from digital. “Viewers are changing how they consume and discover content, and with that, marketers are really having to be smarter with the data they have, with the agency partners that they have, and the reach and attribution companies they decide to partner with,” said Jim Keller, VP of advertising sales for Hulu. That was an oft-repeated sentiment during the Programmatic TV Summit in New York City on Monday, where a number of experts from big publishers like Viacom, Fox, NBC Universal, Hulu, WarnerMedia, A+E, and Discovery, joined members of tech companies and agencies to discuss how they’re reaching consumers across devices and what they’re doing to make the process more buyer-friendly. Television will change more in the next five years than it has in the past 50. ![]()
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