Author Archives: Matt Collins
Like so many other innovations that have come before it, advanced TV has become a crowded, noisy field. It can mean very different things, depending on who you ask. There is one aspect of advanced TV that is consistent, however: using richer data than a blunt age-gender demographic to define and plan to reach an […]
I wrote this piece on Advanced TV advertising, which published in Broadcasting & Cable today (February 26, 2018). If you’ve heard about Advanced TV and want to learn more, or if you’re just getting started, I hope you find it useful. ***** You probably read the trades and know that you can now use rich […]
During the eight and a half years that I worked at Nokia and Microsoft, I survived layoffs exceeding a staggering 50,000 people, enough to fill a large stadium. Among this throng are people whose stories I’ll never forget. There was the colleague who had started his new gig at Nokia just six weeks before Nokia […]
I had the pleasure of publishing an op-ed piece for the Association of National Advertisers (ANA) recently. In this article, I argue that performance (e.g. more sales, customers, website visits, app downloads, etc.), not cheap CPMs, is the future of television advertising. Check out the article here.
[Appearing in Broadcasting & Cable]: Delivering Precision and Scale on TV Requires More Than Demo Targeting and Dayparts
Last week, Broadcasting & Cable published a story I wrote about why TV advertising is still a marketer’s best tool for acquiring new customers, and why via taking an audience-based targeting approach that embraces audience fragmentation it can now be more effective than ever. Check out the full article on Broadcasting & Cable.
Several months ago, colleagues of mine at Ampush tried to persuade a client with whom it had been running brand marketing to put some budget into direct response, or DR. Their case was persuasive. Ampush does DR better than any other Facebook Marketing Partner. The client responded forcefully: their job was not to drive new […]