Category Archives: Advertiser

Time For Television/Video To Adopt ‘Host & Guest’ Model

It’s time for T/V to get over its longtime love affair with the “cat and mouse” approach to advertising. Can you imagine the hospitality business constantly hounding their guests to do something they don’t want to — that has nothing … Continue reading

Posted in Ad-supported TV, Advanced Television, Advertiser, Advertising, Broadcast networks, Connected TV, History of Broadcast Advertising, TV Business Model | Leave a comment

The TV Apocolypse. Q&A with John Osborn.

This interview held by Charlene Weisler was first published in www.MediaBizBloggers.com on February 24, 2015. The TV Apocolypse. Q&A with John Osborn. John Osborn of TV:The Next Generation is someone who believes that the traditional TV business model is entering an … Continue reading

Posted in Ad-supported TV, Advanced Television, Advertiser, Advertising, Broadcast networks, Connected TV, Media Consumer, Ratings, Satellite TV, TV Business Model, TV Commercial Ratings | Leave a comment

Is ‘Programmatic’ The Right Word For Automated T/V Advertising?

Five years ago the term “programmatic” began to be applied to ways of transacting automated, software-driven advertising deals on platforms more akin to the trading of stocks than traditional ad buys. Digital display was the sector in which it was … Continue reading

Posted in Ad-supported TV, Advanced Television, Advertiser, Advertising, Cable TV, History of Broadcast Advertising, Ratings, TiVo, TV Business Model, TV Commercial Ratings | Leave a comment

What History Tells Us as T/V Moves From Closed To Open Distribution System

The dramatic shift in the way T/V (television/video) is distributed is driven by the explosive, Internet-enabled capacity to deliver television and video programming and advertising beyond the closed and proprietary channels of distribution that have contained it for years.   … Continue reading

Posted in Ad-supported TV, Advanced Television, Advertiser, Advertising, Broadcast networks, Cable TV, Connected TV, Digital Video Recording, History of Broadcast Advertising, Interactive TV, Purpose, Ratings, Satellite TV, TV Business Model | Leave a comment

How Viewers, Advertisers See The Current State of T/V (Television/Video)

As the curtain lifts on 2015, here are a few observations on our business filtered through the various stakeholders of T/V (Television/Video). T/V is the term I’ve been using for “un-siloed” consumption of content andadvertising by video viewers across both traditional … Continue reading

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What Will It Take For Television Networks To Go Programmatic?

Traditional television (TV) is a now a subset of T/V (television/video). Advertisers no longer have to rely on legacy TV to achieve their media objectives. Multiple delivery systems are used by advertisers across multiple devices to get the message across … Continue reading

Posted in Advanced Television, Advertiser, Advertising, Broadcast networks, Cable TV, History of Broadcast Advertising, TV Business Model | Leave a comment

T/V Multitaskers: Positive Or Negative For Advertisers?

As a planner and buyer of media, I was often concerned about the loss of potential television advertising impressions to viewer multitasking. After all, by the late 1990s the traditional networks (broadcast and cable) had so over-cluttered the programming environment … Continue reading

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Going Beyond ‘Click-To-Play’ For Mobile Video Ads

Buyers and sellers of online video advertising have been expanding the scope of T/V (Television/Video) ad messaging from the “click-to-play” constraints of pre-roll and mid-roll “instream” formats to “outstream” formats that run within non-video environments in either an “auto-play” or … Continue reading

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How Cross-Platform Video Plans Can Optimize Reach Today

One thing that hasn’t changed since the days of traditional media planning and buying is that adding a different media type almost always increases reach. Before digital, there was extensive research available not only on the dynamics (including frequency distributions) … Continue reading

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Innovative Video Formats Open Doors To New T/V (Television/Video) Ad Model

There has been an eye-opening surge in the development and introduction of new T/V (Television/Video) formats. These innovations lay ground for  improvements  I have been hoping to see more of in 2014, particularly online video viewability and buying on a cost-per-view (CPV) … Continue reading

Posted in Ad-supported TV, Advanced Television, Advertiser, Advertising, Broadcast networks, Cable TV, Commercial load, Interactive TV, TV Business Model | Leave a comment