The Business of Data with Jon Lafayette: A Not-So-Scary AdTech Tale
At a time when the media and advertising business are push to be huge, it's nice to tell the story of a smaller player with a entertaining back story. Thrills and chills to follow. Also this week, we heard more about Netflix's advertising roadmap and how datas-driven linear can boslter broadcast and cable networks' ad revenue. Read on.
Ad-Tech Company TriCoast Media Serves Up Horror Movies With Film Festival
With programming roots, company offers brands a direct path to publishers
Ad-tech can be a frightening business but TriCoast Media isn’t afraid.
In fact it's holding a horror-movie film festival next week, featuring Robert Englund, Freddy Krueger himself, a figure as scary as any walled garden.
TriCoast’s ad-tech business was spawned out of TriCoast Entertainment, a content distribution company with a 5,000 title library, CEO Nick Risher told The Measure. [READ MORE]
Netflix Looks to Bolster Data, Measurement as Ad Business Grows
Netflix, a relative newcomer to the ad business, is looking to make its advanced advertising capabilities more sophisticated in the coming years.
The company talked about its ad-tech roadmap during its third-quarter earnings call Tuesday.
Co-CEO Greg Peters said that the company is pleased with the progress of its three-year-old ad business. In 2025, ad revenues are on track to double, though he admitted that is compared to a small base on still not close to the company’s subscription revenues. [READ MORE]
Advertisers Can Get Primetime Results from Spots in Other Dayparts, Spectrum Reach Report Says
Primetime used to be primetime for everyone. Back when NBC’s primetime was must-see TV, tens of millions of people would tune in for hits like Seinfeld and E.R.
Now, thanks to streaming and DVRs, viewers can pick what they want to watch and when they want to watch it.
And a new report from Spectrum Reach, the advertising sales arm of Charter Communications, suggests that primetime might be different time periods for different advertisers. [READ MORE]
How Data-Driven Linear Can Help Preserve Linear TV
The loss of viewers by linear TV to streaming is a well-documented trend. And as advertisers have come to count on the promises from digital media that advertising can be more targeted, effective and accountable, ad dollars for everything but sports have been melting away for traditional broadcast and cable networks.
At a time when data powers smart marketing, data-driven linear (DDL) campaigns can help broadcast and cable networks retain ad revenue, get a better yield for their inventory and give marketers improved returns on advertising investment, Howard Shimmel, head of strategy at datafuelX, tells The Measure.
At a time when linear ad revenues are declining, DDL’s share is increasing because it makes linear inventory more appealing and boosts return on investment, Shimmel says. [READ MORE]
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