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Topic: audience

How Treating Consumers Like Partners Will Rescue Advertising From Itself

Ad Blocking will cease if respect is established

Unsubscribe is our favorite toggle in our inbox. Skip, our favorite prompt when viewing online videos. Block, our go-to option for internet browsing. Why? Because advertising's relationship with the consumer…

Why Big Digital Video and TV Networks Are Increasingly Becoming Production Partners

But will the honeymoon last?

Television its dead—long live television. That could become the unofficial motto, or at least the crawl at the bottom of the screen, to explain the recent flurry of hookups between…

How More Precise Data Science Will Be Advertising's Ultimate Savior

Targeted, nuanced marketing sparks ad spend

For the past 25 years, advertising's share of total marketing spending has trended slowly downward. Until recently, that is. Two recent analyses of the marketing of large American advertisers showed…

4 Lessons Hollywood Can Teach Brands About Winning Big Audiences

'Think like a marketer, act like a producer'

For decades, marketing has been predicated on interrupting someone else's content. Now, as marketers continue to explore creating content that people want to watch for its own sake, there are…

The Programmatic Revolution Will Be Televised

Turn among data ad tech firms pushing adoption

Ad tech firm Turn is about to gauge TV’s appetite and capacity for programmatic ad buying. The Silicon Valley company is testing, with its agency partner SQ1, commercial placements using…

Data Points: Ad Play

The price of a Super Bowl spot keeps going up, but advertisers keep paying

While football fans stock up on chicken wings and big-screen TVs in preparation for Super Bowl XLVII, marketers have their eye on the commercials that will play out on advertising's…

Proving Web Targeting Actually Works

DoubleVerify, Kantar's Compete partner on new viewable ad verification product

The online ad industry often touts its ability to eliminate the sort of waste that is common in traditional media through its ability to provide superior targeting. But in practice,…

Twitter Brings Interest Targeting to Promoted Tweets, Accounts

Brands can aim ads at users in 350-plus categories

Twitter’s pitch to advertisers just got a whole lot more interesting. Marketers can now target Promoted Tweets and Promoted Accounts based on users’ interests. For example, a dog food brand…

Newsweek, Others Take Readership Hit

Audience falls 13% while in ownership limbo

Newsweek's year on the block and leadership limbo wasn’t just bad for the weekly’s ad pages and circulation—its audience also took a hit. The magazine—which also has deliberately cut its…

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