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Why Brands Like HBO and WWE Are Flocking to Streaming Subscription Services TV viewers are slowly ditching cable By A.J. Katz In the history of TV--all 75 years of it--there has never been a time when so much content has been so readily available to watch. But with the average cable package now topping $103, according to Leichtman Research Group, and a new wave of direct-to-consumer services, viewers have more choices than ever in how they...
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After Resuscitating VH1, Chris McCarthy Is Ready to Breathe New Life Into MTV The network chief is betting big on live and unscripted shows By Jason Lynch When he first started working at Viacom in 2004, Chris McCarthy harbored what he considered a shameful secret: his educational background. Then a freelance director of marketing for mtvU, MTV's online network for college students, he kept quiet about the fact that he had received his MBA at the University of Pennsylvania's Wharton business school,...
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An Invigorated Viacom Is Bouncing Back and Scaling Down This Year After a Chaotic 2016 Upfront The company is ready to share its new strategy with buyers By Jason Lynch To call Viacom's 2016 upfront "chaotic" would be an understatement. With the future of the company very much in doubt (founder Sumner Redstone and then-CEO Philippe Dauman were publicly battling over the firm's future, and Viacom was widely expected to merge again with CBS), last year's upfront approach for Viacom was less about grabbing every...
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Programmatic Digital Display Ads Now Account for Nearly 80% of US Display Spending By 2019, that number will rise to 85% By Sami Main Programmatic display spending will reach nearly $33 billion in 2017, according to a new study by eMarketer. Despite the risks, as YouTube and Google have shown, programmatic advertising has continued to rise in popularity; eMarketer also forecasts that spending will reach over $45 billion by 2019. Although placing ads programmatically can surprise advertisers by where...
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Infographic: Who’s Watching TV’s Biggest Shows and How Their Interests Align With Brands Quantcast uses search to break down audience data By Emma Bazilian While digital campaigns can be targeted to consumers with uber-specific interests, television advertising, in comparison, can sometimes feel like a shot in the dark. Sure, we know that an ad that runs during The Bachelor will reach a largely female audience, but what if a brand wants to reach millennial women with a passion for...
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Why Mindy Kaling Is Doing Ads for McDonald’s That Never Mention McDonald’s Campaign also uses Google, but not like Burger King did By Tim Nudd McDonald's new commercials don't appear on the brand's YouTube, Facebook or Twitter pages. And they never even mention the name McDonald's, preferring instead to name-check Coca-Cola and Google. It's all part of a sly campaign by Omnicom agency We Are Unlimited to appeal to teens and twentysomethings, who prefer word-of-mouth and their own research about...
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If Ads Run Next to Offensive Content, This Programmatic Platform Gives Brands Their Money Back MediaMath takes a stand By Christopher Heine While brand-safety concerns on YouTube in recent weeks have given automated ad buying a black eye, MediaMath today announced a measure to make its clients feel better protected. The programmatic player is refunding brands if their ads, per a press release, "run on previously determined unsafe inventory" with a system dubbed Curated Market. "[It] provides...
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