Jonathan "Peter" Ban

To get a first hand account of how the role of the CMO continues to shape-shift, I sat down with Chief Growth and Disruption Officer at Xerox, Deena LaMarque Piquion and Global President of EssenceMediacom, Kristin Gower to hear their thoughts on the subject. Our conversation ranged from changing titles to AI and everything in between. Three insights that might ring true for you: 1. CMO as Growth Orchestrator –  We saw this last year with EssenceMediacom's research too: With an expanded remit, CMOs are now responsible for multifaceted, data-driven strategies and the ability to scale initiatives quickly and globally. 2. Tracking Brand Health and Customer Insights to Drive Growth – Using brand studies and NPS surveys to understand strengths and focus areas, particularly targeting emerging decision-makers, to identify growth opportunities and refine engagement tactics. 3. Redefining the B2B Marketing Playbook with Emotion – Adopting a more human and playful approach, using platforms like TikTok to engage younger buyers, and aligning with digital transformation trends for more relatable and impactful messaging. Full scoop here: https://lnkd.in/eZjhffm9

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On the heels of the Walmart acquisition of VIZIO, Roku has partnered with The Trade Desk, allowing TTD’s customers with access to Roku's data to enhance campaign optimization for streaming viewers via ACR data. This is in line with Roku’s partnerships strategy and creating more demand and collaboration within their walled garden to drive yield with enhanced audience precision, but this behind the velvet rope of PMP deals. What makes this interesting is that this play an important role with #CTV activation, but we cannot lose sight of the Roku data accounts for 38% of the US streaming hours and the wide array of companies participating in the Roku Measurement Partner Program, where Roku’s first-party data provides measurement partners a privacy safe, identity backbone – allowing for better coverage and accuracy when it comes to campaign reporting, verification, brand safety assessment and other measurement use cases. #CTV #Streaming #Inscape #Measurement #DataTargeting https://lnkd.in/eDRGGnDr

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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It’s upfronts week, with many of the big TV networks, from NBCUniversal, to Fox to Disney, and Warner Bros. Discovery hosting their annual presentations. Streaming giants Netflix and Amazon are also joining the festivities.   Measurement is emerging as an important part of this upfronts season, as advertisers are searching for more than just scale — they want to tie measurement and attribution data back to business results — meaning there is a bigger focus on the full loop from reach to conversion. Add in all the jockeying to be the dominant measurement currency and there’s a lot to talk about - with perhaps nothing more foundational than #identityresolution (especially for the connected household). It was a pleasure to join Chris Brooklier from The Trade Desk to talk about all of these things--and how Blockgraph is playing the important role of "data draino" unclogging the pipes of addressable television (credit Jonathan Heller). #householdidentity #measurement #attribution #signalloss #connectedTV #privacy

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Great article about Roku getting the value out of their data with a quote from C.J. Leonard, Infinitive’s Director of Ad Operations and Technology. Every enterprise has data. Are you getting the value out of your data?

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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Earlier this week, I had the privilege of joining a panel at the Cannes Lions International Festival of Creativity hosted by T-Mobile Advertising Solutions. Alongside Alice Colarusso, Stephani Estes, and Jeffrey Frantz, we delved into crucial topics surrounding Data Defeatism. Our discussion revolved around key points: - Exploring why cookie deprecation presents an opportunity for enhancing marketing strategies. - Identifying the solutions and tools that show immense promise in fortifying addressability. - Predicting the evolution of measurement and attribution in the industry. - Analyzing the pivotal role of AI in navigating these transformative changes #PanelDiscussion #DataDefeatism #CannesLionsFestival #MarketingInnovation

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Ever curious about what's under the curtain? Dailymotion has just unveiled Auto Path, a groundbreaking high-impact creative tailored specifically for the Auto Industry. By leveraging our Predictive Targeting audience insights and vast scale, we've crafted activations that resonate with car buyers, all while providing measurable in-ad actions with OLV and CTV. Key Standard Features: - Custom Multi-touchpoint elements envelop your video creative - Product feature hotspots seamlessly integrated within the video environment to capture attention - Outbound click features to enhance data collection, site traffic, and conversion rates Experience an exclusive peek behind the scenes... Let us guide you on a test drive and engage seamlessly across all screens! Hit me or our exceptional sales team Brenda Rodriguez Valeria Basmagi Edivaldo Junior to introduce you to this exceptional innovation in Latin America #autopath #Dailymotion #creativeinnovation #predictivetargeting

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👏 👏 👏 Well done Nielsen for getting closer to a meaningful, holistic consumption snapshot. Next step: Parse this by age/demo to allow trend prediction modeling to become clearer. #TV #television #CTV #streaming #FAST #AVOD #SVOD #measurement #broadcast

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This is such a wonderful news to learn that Connected TV is gaining traction in this marketing world. Honestly, everytime I see a brand buying the tiny bottom footer of the top header banners with illegible fonts and images on mobile, I cringe and almost want to scream. Cheap CPM and CPC is not about sacrificing your brand image to chase the reach figure. A reach is nothing to your potential customer is you can’t even communicate your message clearly and standout from the crowd. Time to rethink everyone? What metrics matter most? Ultimate is always the revenue and margins, not your reach and frequency figures. When will we shake off this mindset?

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So This is Fascinating and I am very pleased. This week I posted that we needed responsibility to come back into programmatic. Because otherwise everyone blames others and we end up with a polluted ecosystem (fraud, bad content, MFA, hate etc). I have been talking about this in different ways for years. We need some level of walls to keep out the bad actors. We need some level of responsibility to maintain standards. Its clear that TTD and Jeff Green agree. This is at the nub of the push to the premium internet. With TTD taking some level of responsibility for what happens on their platform. Its also worth saying that the easy option is to do nothing. Many platforms make millions out of poor content in the short term. We need more action like this for the long term. For thats the point. This is not altruistic but acting to secure the long term viability of the channel.

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With more businesses branching into FAST experiences, it's clear that this trend is only growing. One of the key outcomes of this is the TV-like experience being offered as part of a device service. This channel is accessible to all customers who purchased Roku’s low barrier-to-entry devices. The advantages of cable advertising are now in the domain of tech. #FASTTV #Innovation #AdTech

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Let’s re-run it back? An interesting and thorough love letter about the rise of FAST darlings Pluto, Tubi and Roku. While analysts have been touting the financial prospects of these platforms (and their acquisitions look better and better with each monthly Gauge report), I remain a little skeptical. Consider: 📺 Article about the stratospheric growth focused on Roku, Pluto and Tubi, all of whom will def be winners. But what of the remaining 16 that provide largely commodified content. How do they separate and get into this top tier that's dominated by YT? There are 5,000 FAST channels across 18 services. Most of these channels, therefore, are replicated across multiple FAST services rendering the platforms undifferentiated. Sounds like the Highlander to me. 📺📺 To wit, the author indicates that "While users may have initially been drawn in by the prospect of a free service, they’re now sticking around because of the quality of content." Really? I am sure that comfort-watching reruns is fine, I am hard pressed to call it transformational. Moreover, 40% of Tubi viewers don’t subscribe to other paid streaming services which means either cable or rabbit ears. (Not sure that is the kind of audience advertisers look at as "premium"). Charter/Comcast/Xumo research indicated 72% of FAST viewers also watch cable or broadcast TV and 86% subscribe to at least one paid streaming service so maybe this isn’t quite the untapped market Tubi’s data suggest. 📺📺📺 What I do appreciate and am bullish about FAST is their ability to super-serve specific audiences with specific content like Korean soaps, telenovelas, surfing and kickboxing (for me), etc., at very low cost. That is smart way to drive viewership instances (if not total viewership minutes) but likely not unique to each service, given the commodification of these deals. https://lnkd.in/gW-ueu7H

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Announcing our commitment to enabling clients to buy Roku #CTV inventory the way they want with all the necessary signals and data

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News is out that Beachfront is now part of Seedtag - but what does it mean? Seedtag is enhancing its contextual solutions to provide highly relevant and engaging content across all screens with: 🤝 Contextual Targeting + Premium CTV to reach highly relevant audiences with laser precision. 🍿 Expanded CTV inventory providing a broader range of premium CTV placements. 🔒 Privacy-first advertising that delivers putting user privacy regulations first. 💡 Deeper audience insights with more effective campaign planning and optimization. Ready to push the boundaries of #CTV advertising? Discover more: https://lnkd.in/eXsKpwBf #BeachfrontxSeedtag #ConnectedTV #ContextualAdvertising

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For those who have been poring over data about what consumers really want, the decline of TV advertising seems long overdue. But in many ways — talking about TV is like talking about telephone poles. It's just the delivery mechanism. Who caught this fascinating Suzanne Vranica The Wall Street Journal article over the weekend? (Linked it here: https://on.wsj.com/3UyJaJK) While it’s interesting to see major brands like Oreos shift to new media platforms (cutting TV ad dollars entirely on recent campaigns) — successful modern marketing is not simply moving dollars from TV to OTT, CTV or streaming services… It requires a FUNDAMENTAL SHIFT in strategy, creative, and the way that brands tell their stories to empower their audiences. Advertising has been based on interruptive techniques and a reach and frequency model: A brand creates one great campaign and repeats it over and over again. Consumers don’t want that — not on TV or elsewhere. They want brands to carry them through their journey with MEANINGFUL CONTENT that meets their very granular needs throughout their journey. This content can be EMOTIONAL, inspiring people to be a better version of themselves. It can be very FUNCTIONAL as people look for specific features, functionality, differentiators and reasons to buy. Consumers want brands to SOLVE THEIR PROBLEMS and help them make SMARTER PURCHASING DECISIONS. Shifting away from traditional TV is just one small step forward. There is a MASSIVE OPPORTUNITY for brands to capture market share through a data-driven, journey-based approach while most corporations remain addicted to antiquated advertising techniques. Agree? Disagree? Let me know your thoughts!

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A recent Wall Street Journal article by Isabella Simonetti (gifted link below) reveals that TV networks are embracing their aging viewership and challenging the notion that younger demographics are the most valuable targets for advertisers. With the median age of viewers now in their 50s and 60s (MTV viewers average 51 years old!) for many networks, executives argue that reaching consumers based on their purchasing habits, rather than age, is the key to effective advertising. Older viewers often have more disposable income, are less sensitive to price increases, and are still making brand decisions. By focusing on the mass-market reach of TV and targeting people likely to buy a product, regardless of age, media buyers are adapting to the changing landscape of television viewership. As media and entertainment professionals, it's crucial to recognize the importance of this demographic shift and adapt our approaches accordingly. What do you think about this? #advertising #consumerhabits #mediastrategies #mediaproduction

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In the words of The Trade Desk's Chief Commercial Officer, Tim Sims, "With connected TV (CTV) at the forefront of a new approach to identity and authentication, publishers small and large are seeing the value of taking back control." As the 2024 upfronts approach, advertisers plan to reduce their linear investments and increase their CTV investments, which points to the availability of premium digital TV content at scale.

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HAVE YOU CONSIDERED ROKU FOR MARKETING? With so many option it can be confusing about what is the best strategy. I can help you. If you would like to expand your brand while reaching your target audience, you need to advertise on Roku. Let’s talk. #marketing #ROKU #advertising #consultant

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