Les Hollander

The lines between linear and streaming TV have blurred, but ad sales haven’t caught up. It’s time to change that. As a recent article from TVREV wisely points out, consumers don’t differentiate between linear and streaming. They see “TV.” The industry ought to follow suit. A standardized solution that categorizes content rather than channel will help to deliver a more consistent, streamlined experience for advertisers, agencies, publishers AND consumers. A more uniform delivery ecosystem, like the one we provide at XR, opens the door for a common framework of ad identification such as AD-ID, LLC, which can mitigate critical pain points like cross screen measurement and ad collision. Read more: https://bit.ly/4cXwap6 XR Extreme Reach #AdID #Linear #Streaming #Measurement #Advertising

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Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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How is your marketing and advertising strategy working? New Study Finds Digital Out of Home Advertising Surpasses Other Media in Driving Favorability and Action Among Consumers Three Quarters of Consumers View DOOH Ads Favorably (73%) or Have Recently Taken Action After Seeing a DOOH Ad (76%) https://lnkd.in/eV-8zHpZ How can I help your business or project with it’s Marketing and or Advertising Strategy? Please message me if your interested in booking a strategy call #marketing #advertising #digitalmarketing #consultations #smallbusiness #projects #booktoday Stitt Marketing LLC

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Soft upfront market in line with ratings erosion and continued shift to digital/programmatic which is forecasted to be 4.9%-6% higher YOY. Will be interesting to see 1) Megatech + Media guide during earnings later this month 2) Ad forecasts pricing in future rate cuts and 3) Scattermarket competitiveness post election. Think moving into 2025 flexibility will be key combined with finding the right balance between mass media 1 to many and targeted tactics 1 to1. #advertising #programmatic #ctv #tv https://lnkd.in/eZiagKcN

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Are third-party cookies off the table or not? The ongoing debate continues, but one thing is certain: transparency is crucial for players across the 2024 ad tech ecosystem. Publishers vs. advertisers, sell-side vs. buy-side, everyone is pleading for more visibility into the programmatic process to protect themselves and make more money. The IAB Tech Lab's updated bid request standards aim to make the process of declaring an identifier more transparent. Check out ADWEEK's article below and share your thoughts on the IAB's latest efforts to increase transparency. #ThirdPartyCookies #IABTechLab #Identifiers #IDBridging

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Why should political buyers warm up to CTV this season? Magnite's Head of Political Demand Erik Brydges spoke to AdExchanger about how political buyers are effectively using programmatic and ACR data.

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Busy week in the industry ahead of Cannes 🇫🇷 Roku Exchange will provide more signals advertisers want. The line between programmatic and direct buys is getting blurrier. 📺 Go Louqman Parampath! Oracle is shutting down its ads business. If you’re not 100% in the media business, the rapid changes in the privacy world pose too great of a risk. ❌ Seedtag acquires Beachfront! Contextual signals are super important for CTV, not just environments that rely on cookies. 🌐 LiveRamp RampID is now integrated into Nielsen ONE! Comprehensive measurement requires interoperability. 📊 Experian launches an onboarding business. If anyone can shake up the onboarding business its Experian! 💼 Shout out to old colleagues Kimberly Gilberti Adam Kobus ❤️ Albertsons Media Collective TV Launch. Another RMN expands to CTV where higher CPMs and additional inventory are a catapult for growth.  🚀 And this is only a snapshot of the news 🤯

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HAVE YOU CONSIDERED ROKU FOR MARKETING? With so many option it can be confusing about what is the best strategy. I can help you. If you would like to expand your brand while reaching your target audience, you need to advertise on Roku. Let’s talk. #marketing #ROKU #advertising #consultant

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Netflix is the latest titan to recognize the value of programmatic advertising with the announcement of its strategy to distribute unsold OTT/CTV ad space across several different providers. The Trade Desk, Google DV360, Magnite are cited as the next batch of providers. Up until now, CTV media buyers had to go through Microsoft Xandr DSP or book with Netflix publisher-direct. It reminds me of the moment when Lamar Advertising Company took the same bold step to ensure their unsold space was programmatically available in top notch, third party SSP platforms like Place Exchange and others. It’s a rite of passage. Expanding the surface area of buy-side and sell-side platforms unlocks massive revenue dollars, when done right. Some of the smartest people in the world of business work at Netflix. This is proof of that. Many hands make light work! This layers on a new dimension for marketers when they say that they can now “Netflix and Chilll”. 📺😎👏🏼 #programmaticadvertising #ctv #innovation #followthemoney https://lnkd.in/gJU9ytZi

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Big News in Media & Retail! Walmart has acquired Vizio in a $2.3 billion deal, including its hardware business and SmartCast OS, which boasts nearly 18 million accounts. This acquisition also gives Walmart access to Vizio’s automatic content recognition data, positioning them to develop a robust streaming content e-commerce system that could rival Amazon. With Walmart+ already in the works, they’re clearly positioning themselves to create an ecosystem similar to Amazon Prime. Whether Walmart ventures into original content production or focuses on acquisitions, their next move could shake things up! Imagine users shopping while they watch—this is becoming a massive value add for major retailers. To truly capitalize on this opportunity, Walmart will need to go beyond data acquisition and work closely with studios and creators to integrate products organically into stories. This is where partnerships with experts like BENlabs become invaluable. We specialize in connecting brands with the right creators and studios to ensure products are woven seamlessly into compelling narratives. For the entertainment industry, this is a pivotal moment where commerce and content collide in unprecedented ways. By leveraging strategic collaborations, Walmart—and other brands—can turn these integrations into win-win scenarios that enhance viewer experiences and drive engagement. What are your thoughts on this development? Could this redefine how we consume and shop? #Entertainment #Consumer #StreamingWars #Brands https://lnkd.in/gavAQTh8

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Centriply couldn't agree with you more #AlisonLevin! We've been "doing" targeted, advanced audience TV buying for 25 years. And heck, we've been measuring and optimizing all those campaigns too! Bring us your in-market, intent, behavioral or same audience data you use for digital channels, and we'll give you TV solutions that you never knew existed. Today. h/t to AdExchanger for the article/podcast: "Talking Advanced Audiences With NBCU’s Alison Levin" https://hubs.ly/Q02PzPx90

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The intersection of sports and streaming is transforming how fans experience live events. From the rumored $1 billion FIFA deal with Apple to Roku's MLB streaming and the NBA's colossal media rights deal with NBC, Amazon, and Disney, the landscape is buzzing with excitement. Streaming platforms are not just showing games — they’re reshaping sports consumption with flexibility, exclusive content, and deep fan engagement. Sports are driving new subscriptions and ad revenue. With sports becoming a key player in the streaming world, the future looks bright for fans, athletes, and advertisers alike. Read on for more: https://heyor.ca/suyiiU #SportsAndStreaming #DigitalMedia #LiveSports #StreamingFuture #SportsAds

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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Really good read for younger salespeople & sales managers or really anybody looking to build a career in adtech, martech and/or digital advertising. Noting specifically Paul Bell's “5 Things You Need To Create A Highly Successful Career In The Marketing and Advertising Industries?” #Sales #ProgrammaticMedia #Adtech #LetsGo

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✅🖥️ New York Times (6/22): “Streaming has long been hailed as a promising business, because companies like Netflix can add additional subscribers at little extra cost. The more paying subs a service has, the more the company’s costs can be spread out over a large base, lowering the cost per sub. But those want lots of options, and the costs of making enough programming can be enormous. As a result, a streaming service’s profitability depends in large part on how many paying subs are needed before those TV shows and movies become cost-effective. There was a time when industry execs hoped that number might be as low as 100MM. But now the consensus among many of the executives interviewed is that the number is at least 200, and possibly more. “If you’re going to be a full entertainment service with live sports and tent-pole blockbusters today, 200MM is a number that can give you the scale with the hope for growth over time,” Amazon (execs have) said. Bob Chapek, Disney’s CEO until 2022, also agreed that 200 was the number that meant “you’re big enough to compete.” Netflix has reached that, and then some, with about 270MM paying subs. Moreover, those pay an industry-leading average of more than $11 per month. Netflix is highly profitable, with operating margins of 28 percent. In the first quarter of 2024, Netflix reported revenue of $9.4B, and $2.3B in net income. No one else comes close. Disney and Amazon are the only other streaming services with more than 200MM subscribers.” ⬇️ #streamingtv #ctvadvertising #avod #svod #ott #fast #upfronts

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Interested in understanding the intricacies of Attention in advertising? Curious about its correlation with clicks, memories, and driving sales? 🤔 Check out this insightful video where the CEO of Lumen Research Ltd delves into their attention model, a framework that we at Teads also heavily leverage. #Advertising #Attention #Marketing #Sales #Teads #LumenResearch

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The shift to streaming isn't happening fast enough to offset declining linear TV ad revenues. This puts major broadcasters and media companies under pressure to innovate and deliver on ad goals. As the industry scrambles for solutions, key questions emerge: How can TV advertisers effectively reach and engage fragmented audiences across platforms? What new measurement and attribution models are needed to account for streaming's unique dynamics? #Advertising #Television #AdRevenue

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Love this short piece of James Rooke's address at the Future of TV in the UK. We're big fans of multi screen TV at Adgile, because as James says, Television works at every level of the "funnel" - from Awareness (Brand) to Conversion (Performance). Every "Brand" study in the last 25 years has demonstrated TV's power at the top of the funnel - but it's not an either or. To play in the performance space, though, you have to match the platforms for speed. To paraphrase "The truth is on our side, but if it's too slow it doesn't matter" That's where we come in. At Adgile, we're delivering metrics that prove digital and linear TV advertising works, in real time, at a granular level (so you can optimise your inputs in flight). The Power of Premium Video, with the simplification of platform reporting, delivered at speed ... to drive your business outcomes #FutureOfTV #Adgile #MultiScreenTV #Advertising #Marketing #BrandAwareness #PerformanceMarketing Craig Service Shaun Lohman Stu Carr

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As viewer habits continue to shift on Connected TV (CTV), advertisers must do everything to not fall behind. Streaming services now account for 41.4% of TV viewing, meaning there’s a significant opportunity to rethink marketing and ad strategies in this space. Balancing ad load is a necessity. While a slight decrease in ads per hour is encouraging, it’s important to avoid overwhelming viewers. With viewing sessions increasing nearly 7% year-over-year, this is a prime opportunity for brands to engage audiences more effectively. Transitioning budgets from linear to CTV is not just strategic but necessary. #CTV #Advertising #MarketingStrategy #ViewerEngagement #Marketing

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