The following article highlights an interview between Adam Helfgott, Madhive’s Chief Executive Officer, and Mike Shields, co-founder of Marketecture Media and host of the ‘Next in Marketing’ podcast. Register to watch more of the discussion and learn how advertisers are employing DSPs to power local CTV campaigns.

The new position was created amid increased competition between audience measurement companies as streaming laps traditional television. VideoAmp and rivals like Innovid and iSpot.tv are aiming to provide alternatives to Nielsen, which is seen as overly dependent on linear TV.

VideoAmp has deals with major publishers, including Disney and Warner Bros. Discovery, and is looking to fully make a name for itself in an everchanging measurement world.

Expect to see more from the company during the upfronts, with media conglomerates such as Paramount and NBCUniversal poised to transact on VideoAmp as currency. In addition, it faces stiff competition from other measurement companies, including iSpot and Comscore.

A study by Campaign Monitor found that emails with videos have an open rate of 19%, compared to 13% for emails without videos. Additionally, adding a video to an email can increase click-through rates by 300%. This highlights the importance of incorporating video content into email marketing campaigns to increase engagement and drive conversions.

The Roku platform claimed a 50% share of all open programmatic CTV ads — its largest share since first-half 2020. Food and home apps in Roku saw a 137% gain in programmatic ad market share, news and weather 107%, and sports 55%.

Samsung kept its second-place position, with 18% share, while Amazon and Apple each pulled 7%, and Vizio and LG each pulled 5%.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company.

Notably, True Lies scores the highest iSpot Attention Index (117) in the ranking, meaning viewers were on average highly likely to watch its promos all the way through (vs. interrupting viewing by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

Brief by Promax has partnered with Broadcasting & Cable and iSpot.tv on weekly chart Promo Mojo, offering data revealing the week’s most-promoted programming ranked by TV ad impressions.

Nexstar-owned network The CW will use iSpot as one of its vendors to measure audiences for the LIV Golf Tournament, an upstart league which recently had its debut weekend.

The network, recently brought under control of Nexstar Media Group, will work with iSpot.TV, one of a handful of new providers of audience-measurement technologies, to measure the effectiveness of commercials attached to linear and digital broadcasts of tournaments backed by LIV Golf, the upstart league financed by Saudi Arabia. CW is to air 14 global LIV Golf League live events in 2023 and will stream the events live on its app. Weekend tournaments will air live on Saturdays and Sundays on the linear network, and stream online Fridays.

When it comes to women in tech, Lyn de Leon could talk for hours. De Leon is VP of product and integrations at CreatorIQ and has worked in tech for more than 25 years. She told Built In Los Angeles that she’s frequently asked about how she has been compensated, perceived and treated throughout her career — and that she’s tired of these questions.

Songtradr’s new Music of Beer report pours out plenty of insights around the most effective music choices for beer ads, Super Bowl success and which brands picked right in 2022. The data shows Heineken was the most strategic in its sonic decision-making, while Guinness… may be unfit to drive (at least when it comes to picking tunes for its TV ads).

Temu’s marketing campaign has been equally impressive. The company climbed onto advertising’s biggest stage with a pair of Big Game advertising slots and a colorful and thought-provoking ad titled “Shop Like A Billionaire.” The ad was widely seen as a major success, with nearly 20% of respondents in an iSpot.tv survey saying they were “much more likely” to purchase the brand’s products and services after watching the commercial.

Other NCAA corporate sponsors include Aflac, Buffalo Wild Wings, Buick, Nissan, Pizza Hut, Unilever, Wendy’s and newcomer Dick’s Sporting Goods. The latter brand effectively replaced the insurance giant Geico, which dropped out of the program after a three-year run. Geico was the second-biggest spender during the 2022 tourney, per iSpot.TV estimates, investing some $41.3 million on ads over the course of the event. The top spender was AT&T, with a $66.1 million allocation.

“iSpot has a broader glimpse of the way viewers view content than simply the panel process. These numbers take into account not only the Nexstar stations and the combination of CW and Nexstar but also set top boxes, connected TVs, out of home and video players, so the attempt here is to be comprehensive and thorough.” [Will Staeger]

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company

Vicks reclaimed its title as the top Rx and over-the-counter (OTC) brand for ad impressions during February, according to data released by iSpot.tv Tuesday morning.

It’s also important to note which numbers were used. LIV reported 3.2 million total viewers across the three days, while the early Nielsen numbers were average-minute audience, the industry standard. LIV is also using iSpot, a TV ad measurement and analytics company that offers a different way to measure viewership compared to Nielsen.

AbbVie’s immunology drug Skyrizi took the number one spot in February, according to data from real-time ad trackers at iSpot.TV, with the pharma shelling out $25.6 million on all TV drug ads for Skyrizi last month. That is down by nearly $12 million from January and foreshadows a drop in spending across the board.

After two years of online-only events, the Guild of Music Supervisors hosted a packed 13th annual GMS Awards ceremony this week at The Wiltern in Los Angeles.

The following was created with the support of Songtradr, part of a broader partnership focused on the sync licensing space.

Nielsen was among the measurement companies that the JIC requirements were communicated to on March 1, along with Comscore, iSpot, SambaTV, TVSquared, VideoAmp and 605, all of which were formally invited to participating in the forthcoming JIC measurement certification program.q