How Horizon Leverages Addressable TV For Entertainment Clients
One of the easier sells when it comes to addressable television advertising is the entertainment category, where advanced targeting can give a major boost to tune-in messaging. “I think it is something...
View ArticleAddressable Will Be A ‘Critical Complement’ To Broad-Reach TV: Horizon’s...
SANTA BARBARA, CA – The biggest play for AT&T’s new Xandr unit is the marriage of high-quality content with technology and its satellite delivery system for addressable television, according to...
View ArticleHorizon’s McElhinney Explains The Need For Deterministic ID’s
Amid the push for more performance-based advertising campaign outcomes from deterministic consumer identities, Horizon Media is building its own identity solution. “With the help of our partners, we...
View ArticleBalancing Ad Investments, Frequency Across Linear & OTT: Horizon’s Samantha Rose
Managing advertiser’s television spending and ad frequency at the same time in the OTT world is still quite complicated. “It is very disparate and there are a lot of different options. We’re not...
View ArticleTEGNA’s Daigle Explains Data And Analytics Partnership With Alphonso
TEGNA’s new partnership with Alphonso provides advertising campaign attribution across linear television and OTT “in one fell swoop” and enhances the local station group owner’s consultative sales...
View ArticleHorizon Media’s Capelan Wants More Premium From SSPs
Can you combine the open programmatic landscape with the most premium ad inventory around? When it first reared its head, the automated ad trading model was more commonly thought of as a way to sell...
View ArticleHorizon’s Campanelli Wants Guaranteed Ad Results
David Campanelli, EVP at Horizon Media, the largest independent advertising agency,is one of the ad buyers beckoning the industry away from its traditional methods of proving efficacy, toward a future...
View ArticleFor Horizon, Attribution Is The Next Frontier
The emerging future in which software can measure all TV viewing and link viewers’ consequential outcomes back to ad exposures is coming in to view. And some agencies are stepping up to demand that...
View ArticleSmart TV Is Pulling Ad Spend Back From Digital: Horizon’s Campanelli
For so many years, the fear has been that the major online platform companies were sucking money from traditional media. But television may now be pulling back some of that ad spend, because the old...
View ArticleHorizon Media’s Rose: Don’t Underestimate Linear TV
What’s the best way to stay on top of advertising trends in television? In a conversation with Beet.TV at the Beet Retreat in New York City hosted by Horizon Media, Samantha Rose, senior vice president...
View ArticleHorizon Media’s Campanelli: ‘First-Party Data Is the Holy Grail’
Addressable TV puts audience data and insight at the center of buyer and seller strategies, helping them to better target the people most likely to resonate with ad spots on both linear TV and,...
View ArticleBreak The Silos: Horizon’s McElhinney On The Evolving Agency World
The changing capabilities of data-driven TV advertising are forcing ad agencies to change. In a panel dubbed “Finding A Path to Deterministic TV” at Beet Retreat In The City, Laura McElhinney, Chief...
View ArticleThe Past, Present and Future of Deterministic Data and Addressable Advertising
Data has reshaped the buy and sell sides of the advertising industry, as traditional channels begin to adopt digital tools. This shift in dynamic has meant the industry has had to evolve as well, and...
View ArticleSkylar Kim and Jen Taylor: ‘Trying and Learning’ Paramount to Tune-In...
What does a successful client-agency partnership look like when centered around tune-in marketing? In conversation with Beet.TV at the Beet Retreat in New York hosted by Horizon Media, Skylar Kim, svp...
View ArticleHorizon Media’s Dobarro: To Grow, Brands Need to Be Speaking to Multicultural...
Karina Dobarro, svp of multicultural and brand strategy at Horizon Media, sees music as a critical avenue to reaching the diverse audiences that clients want to connect with. In working with music...
View ArticleHorizon’s Williams: Helping Companies Rethink Communication During Covid-19
In a time of no live sports and heightened sensitivity to brand messaging, many companies have had to completely rethink their marketing strategies. In an interview with Beet.TV, Donnie Williams,...
View ArticleAs Cookies Sunset, Horizon’s McElhinney Taps TransUnion For Identity
BOSTON – As the clock ticks down to Google’s deprecation of third-party cookies by 2022, more ad agencies are seeking alternative methods of targeting audiences. Increasingly, a consensus for the way...
View ArticleBrands Coming Back To News: Horizon’s Koenigsberg
An improving tone in news and current affairs around COVID-19 is prompting some brands to return to advertising in news, according to one ad agency leader. In March, many brands began using brand...
View ArticleViacomCBS’s Ross Sees Pandemic As Way to Deepen Ties With Advertisers
The coronavirus pandemic has disrupted every industry including major broadcast networks that reach millions of U.S. households. Amid the turmoil have been opportunities to strengthen connections for...
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National Addressable Enablement & Back-On-Track Outcomes Excite Horizon...
If fragmentation was the price of scale, would you take it or leave it? That’s the question many buyers of over-the-top (OTT) TV ads have been asking themselves. But, as more opportunities are lit up...
View ArticleAudio’s Performance Era Is Upon Us: Horizon’s Russo
The days of putting ad money into radio with little insight into return on investment may soon be gone. In the new era of digital audio, advertisers are able to buy only those ads they know generate...
View ArticleHorizon’s Campanelli Sees New Dawn For Media Measurement
In a world where more ad buyers want to see demonstrable returns from their spend, new data-driven systems are giving agencies and brands optimism of a multi-currency future. Case in point –...
View ArticleBreak The TV Mould: Horizon’s Koenigsberg Wants To Rip Up The Rules
At the start of a new year, some in the industry are coming back to work looking for a shake-up. Bill Koenigsberg is one of them. In this video interview with Beet.TV, the CEO of independent media...
View ArticleHorizon Media’s McElhinney On The New Dawn Of Data In The Agency
SAN JUAN, Puerto Rico — These days, ad agency holding companies don’t only build media plans and buy. Many have also become full-fledged data operators, offering their brands measurement, audience...
View ArticleHorizon’s Campanelli: Why Uncertainty Defines This Year’s Upfront
The TV upfront buying mechanism has already endured a pandemic and a recession in the past few years. Now, throw in inflation, economic figures that run the gamut, and a writers strike, and you’re...
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