Category TV advertising
Marketers have more options than ever for how to spend their advertising budgets, including how they spend on premium video. With so many changes in audience size and composition among linear TV – the stuff that comes over cable and broadcast channels – and over-the-top (OTT), or the content you stream over the internet on […]
Saunas are a big part of Finnish business culture. Inside a boiling hot sauna back in 2014, I joined my Nokia colleagues – all of us fully naked – after having just met most of them for the first time earlier that day. While it was awkward and strange, I learned an important lesson. Watch for more.
It’s a lot more complicated to be a marketer today than it was 25 years ago. Not surprisingly, I occasionally encounter marketers who feel dizzy at times by the overwhelming amount of tactical choices they have available. My reminder to them goes something like this: sometimes, the best way to cope with complexity is simply […]
In the earlier stages of my career, I like to tell people that I literally played games for a living. That was just one of my responsibilities as a marketer in the video game industry, though. I also budgeted for and planned TV advertising campaigns. On more than one occasion, I remember asking my media […]
For decades, advertisers have relied on an index-based approach to determine audience concentration. This way, they can size up who’s consuming what content and figure out if it makes sense to advertise there. No one uses this method more than TV advertising planners. An index worked pretty effectively when we had fewer choices of what […]
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 […]