An Exploration of Evolving Family Viewing Dynamics
Unlike fragmented viewing behaviors of the past, today’s families are spending quality time together around a single big screen in the living room. They are sharing their favorite TV shows and movies with each other with more speed and passion than ever before, and a new ritual has emerged — the gifting of entertainment heirlooms.
Published on March 15, 2022
Creating A Complementary – and Results-Driven – Approach with Addressable & CTV
Today’s advertisers are tasked with understanding and prioritizing many different media types, and amid increasing audience fragmentation, addressability has emerged as a critical component of their toolkits. In this webinar, WarnerMedia’s Charlotte Lipman and Amy McGovern explore the current perception of addressable TV in the marketplace, and the benefits and challenges advertisers face adding addressable TV to their media spends. (Member login required).
Published on December 9, 2021
It’s Time for Advertising Measurement to Measure Up
With the future of measurement up in the air, now is the time for the TV industry to transform not only how it determines ad performance but who it partners with. In this piece, Andrea Zapata outlines how marketers must evolve from relying on one measurement methodology, and instead design and embrace new, nimble solutions that not only count audiences but also account for emerging behaviors and shifting mindsets in real time.
Published on November 29, 2021
Say Goodbye to Primetime Advertising and Say Hello to Integrated Experiences
How can brands navigate the increasingly dynamic and fragmented ecosystem of thousands of channels across mobile, laptop and connected platforms? How can they connect with an audience and identify the ad experiences that will lead to action? JP Colaco champions the power of IP and explores how tapping into premium content can create direct connections between brands and fans. IP is the new primetime.
Published on October 29, 2021
Three Ways Brands Are Tapping into the Fan Psyche to Cultivate Connection
Over the last year, we’ve seen a significant shift in the way we engage with content – and each other. Fanhood has allowed us to embrace our shared passions, connect and find community in uncertain times. To foster connections with today’s consumer, brands need to tap into that fan psyche to understand what truly moves audiences’ hearts, minds and decisions.
Published on October 21, 2021
Why Addressable TV and CTV Need to Coexist in a Cross-Screen World
The convergence of traditional television and digital video presents unique opportunities for advertisers but also adds a layer of complexity. The goal for advertisers today is to get away from siloed approaches when it comes to media selection. The current landscape affords the opportunity to reach audiences whenever and wherever they may be watching. [Member log-in required.]
Published on October 21, 2021
To explore the unique role that addressable TV plays in a cross-screen world, WarnerMedia Ad Sales partnered with Advertiser Perceptions to survey 200 U.S. video advertisers. Findings cover how respondents define, consider, and prioritize addressable TV for their media strategies.
Published on October 6, 2021
How Marketers Are Reimagining the Consumer Journey in a Post-COVID World
If 2020 taught marketers one thing, it was how the power of personal connection can create authentic experiences that connect brands to consumers in contextually—and culturally—relevant ways. Exploring three major verticals — Auto, Travel and CPG — WarnerMedia Ad Sales shares how major advertiser categories are reimagining media with an addressable and audience-first approach to drive the most impact across the customer journey.
Published March 24, 2021
Embracing the Era of Addressable TV
Addressable TV is no longer a future vision, it is a necessity for every brand’s media strategy. We partnered with nine industry leaders to commission Forrester Research Inc. to examine buyers’ knowledge and perceptions of addressable TV.
Published on March 24, 2021
Cartoon Network's 'Drawn To' Series Celebrates Black History Month
Published in Ad Age’s Creativity section, this article highlights Cartoon Network’s ‘Drawn To’ series and its celebration of Black History Month. This piece features the story of Sidney Keys III, 15-year-old founder and CEO of Books n Bros, a reading club and mentorship program aiming to cultivate a love of reading in African American male youth.
Published February 11, 2021