MediaPost.com: video

Zig-Zag To 4/20 Stoners: Slow It Down

Fri, 17 Apr 2026 12:53:43 -0400

The venerable brand of rolling papers is greeting the upcoming 4/20 "pot holiday" by sponsoring music-centered festivals in six states this weekend.

With 'The Mandalorian & Grogu,' Archer Meats Finds Its Big-Deal Moment

Fri, 17 Apr 2026 12:14:56 -0400

The snack brand hopes its Disney tie-in will enchant hungry young fans -- and close an awareness gap.

Stagwell Expands 'Owned Media' Management Team

Fri, 17 Apr 2026 08:37:43 -0400

Stagwell, which has been expanding its portfolio of owned-media properties, named publishing vets David Olesnevich and Drew Schutte chief growth officer and chief revenue officer, respectively.

Apple TV: When Will Ad Revenue Be Part Of The Plan?

Fri, 17 Apr 2026 08:00:00 -0400

Apple is moving to bring advertising to Apple Maps. The largest source of ad revenue now comes from app developers buying advertising on the App Store.

Conde Nast Shrinks: Publisher Is Closing 'Self' And Several 'Glamour' Editions

Thu, 16 Apr 2026 22:20:21 -0400

The affected markets comprise a little over 1% of total revenue.

Predictable Irrationality In TV And Streaming Ad-Buying

Thu, 16 Apr 2026 16:59:37 -0400

Not cool: spending the majority of a TV budget on streaming, certain that no one who matters anymore is watching linear TV.

Why It's Best For Marketers To Reach Gen Z On The Go

Thu, 16 Apr 2026 16:29:51 -0400

Lyft released data from a study analyzing experiences and real-life moments of today's generation, which represents 24% of riders and 28% of rides and often head to restaurants, nights out and events.

YouTube Lets Users Remove Shorts From Its Home Feed Via Timer Setting

Thu, 16 Apr 2026 15:56:32 -0400

YouTube now allows users to cut out its most popular media format - Shorts - from their app feed.

IAB: Ad Revenue Reached $294.6B In 2025

Thu, 16 Apr 2026 12:23:14 -0400

The 2025 Internet Advertising Revenue Report conducted by PwC released Thursday shows despite concerns about economic and geopolitical uncertainty, the industry drove record revenue, reaching $294.6 billion in 2025, up 13.9% YoY.

Nielsen Top-Rated 2025-26 Programs: Netflix, CBS Score Big

Thu, 16 Apr 2026 08:44:27 -0400

Netflix has five of the top ten shows and CBS has two of the top ten and six of the top 20 shows. Disney's ABC/Hulu has four of the top 20 programs.

HIV: A 'Guest From The '80s' That's 'Still Here'

Wed, 15 Apr 2026 18:14:56 -0400

"You act like I don't exist. While you ignore me, I'm out here changing lives," says a ViiV ad aimed at adults under 35.

Brands Blur Lines Between Ads, Entertainment

Wed, 15 Apr 2026 16:02:29 -0400

Peloton has tapped "Heated Rivalry" actor Hudson Williams for a campaign that "Glamour " says borders on NSFW, due to his "very short shorts."

No Attention, No Outcomes

Wed, 15 Apr 2026 14:38:50 -0400

I'm writing this for those not fortunate enough to attend the Advertising Research Foundation's recent Audience X Science conference in New York City. You will want to pay attention, because one session in particular -- the ARF's Tracy Adams' and Paul Donato's review of Phase 3 of its attention measurement validation initiative -- is all about it.

You can read my previous commentaries on Phase 1 and Phase 2, but this year's session, dubbed "Attention As Signal, Or Beyond," demonstrated how many in the industry are now using attention metrics to judge relative media audience delivery, quality and ad campaign effectiveness via the many research vendors available. However, these vendors use different approaches, definitions and techniques.

So, what are best practices and the most meaningful application of these resulting attention data indicators across media that advance media planning and possibly buying well beyond commonly used “viewable impressions, sometimes referred to as “raw impressions”?

Of strategic note to advertisers is that the Media Rating Council's and the Interactive Advertising Bureau's so-called "viewable impressions" are solely device-based measures and therefor represent no real opportunity-to-see. Moreover, they are often self-reported by digital platforms, unaudited and with ad creative and placement rarely independently verified.

Brand campaign case studies have proven use of attention metrics consistently delivers more cost-effective outcomes for campaigns for any given media budget.

Phase 3 of the initiative used a complex neutral design examining media channels, platforms and placement. It involved eight research vendor attention measurement methods and resulting metrics evaluated against campaign brand lift results across four different campaigns using three different media platforms.

From a big picture perspective the ARF's Donato highlighted, “At the channel-level, the clearest point of agreement across research vendors was that television -- including CTV, linear TV, and YouTube/online video -- consistently drew more attention than social media. This is likely because most measurement methods employ -- directly or indirectly -- some measure of time.”

In the platform-level analysis -- Facebook vs. TikTok -- there was consistent attention within a measurement methodology, but not necessarily across methods.

In the placement-level analysis – feed, reels and stories -- there also was consistency within a measurement methodology but not necessarily across methods. Prime-time and late night tend to earn the highest attention scores.

As would be anticipated, the research found attention alone does not predict brand lift, and media weight plays an important role. Amost certainly along with many other media and campaign execution variables.

The top line implications for advertisers and their agencies are naturally broad but underline the significant value and the complexities of paying special attention to "attention" and its pragmatic application in media planning, brand campaign by brand campaign.

Based on the limitations of the research design, Donato and Adams offered evidence-based guidance on attention’s role in media planning, together with how to use attention metrics alongside outcomes measures.

Understand what is actually being measured (definitions and derivations)
Use attention to evaluate media channels
Compare to company norms.
Stick with the same measurement company over time.
Consider the interaction of attention, media weight and outcomes

As Adams emphasized, “The more important distinction may be between attention and inattention. Advertising can work across a range of attention levels, so long as the content is not ignored.”

To which context of the medium and its editorial environment might be added to ensure brand safety protection whatever the lift especially on social media.

While the ARF must be highly commended for the scope and depth of its three-phased evaluation, perhaps the best prologue in the use of attention metrics comes from Havas Media Network's Jonathan Waite, which should surely be embraced by all CMOs and brand managers:

“If you are still counting raw impressions today, you aren’t a media planner. You are a passenger in a machine that doesn’t care about your brand’s health.”

Social Platforms Keep Teens Hooked, Parents Keep Losing The Argument

Wed, 15 Apr 2026 13:54:13 -0400

Most teens say social media neither helps nor hurts their mental health, while a quarter of parents say social media is harmful.

Viant DSP Buys TVision For $40M

Wed, 15 Apr 2026 11:07:16 -0400

Viant will incorporate TVision technology into its AI demand-side platform, where it says it will produce a "first of its kind attention-adjusted CPM [cost per thousand viewers] measure."

Amazon, Roku Maintain Strong Streaming Positions

Wed, 15 Apr 2026 08:00:00 -0400

Hub Entertainment Research notes that some of the strongest aggregators are led by Amazon Prime Video, where 54% of respondents say they use it to get one or many streaming services.

Can Hollywood Talent, Creative Impact Paramount-WBD Deal?

Wed, 15 Apr 2026 08:00:00 -0400

An open letter in "The New York Times" cast major concern on what the merger means for the business. What comes next?

TikTok Expands 'Symphony,' Offers AI Video For Brands, Creators

Tue, 14 Apr 2026 18:54:50 -0400

TikTok has begun integrating ByteDance's next-generation AI video model into its Symphony suite for advertisers, expanding video-script generation to actual branded video automation for in-app promotions.

YouTube To Pause Ads During Peak Livestream Engagement

Tue, 14 Apr 2026 18:14:45 -0400

YouTube is making changes to the way it delivers ads during popular livestream sessions, declining to rely on AI to pause ads entirely when a creators' viewers are engaging with the video most.

Kotex: From Period Art To Acts Of Female Solidarity

Tue, 14 Apr 2026 16:35:29 -0400

Recent activations include a virtual gallery displaying art created with menstrual blood, a longtime practice once censored by museums.

TiVo Builds Performance Data Play From Home To Car

Mon, 13 Apr 2026 08:00:00 -0400

TiVo Ads President Matt Milne believes the scale and engagement of the company's footprint remains largely unreachable via traditional CTV media buys, and that deterministic viewership data across screens helps brands find audiences they were not currently reaching.

TikTok Adds Wix Integration For SMB Brands

Thu, 09 Apr 2026 17:43:21 -0400

By connecting their Wix websites directly to TikTok for Business, brands are invited to create, manage and optimize ad campaigns in one unified space while receiving ad signals and performance data.

Consumers Want Video, Brands Keep Sending Emails Anyway

Thu, 09 Apr 2026 13:01:26 -0400

A full 80% of consumers say they want more video from brands, yet only 13% say they actually get it regularly.

OpenAI, Disney: Looking To Save Part Of Deal?

Wed, 08 Apr 2026 08:00:00 -0400

What was the real reason to pull the plug on the deal between OpenAI and Disney? "Compute" power issues or creative copyright and "brand safety" concerns?

Amazon Wins Content Olympics While Everyone Else Brings Snacks

Tue, 07 Apr 2026 12:48:44 -0400

The e-commerce giant's video platform accounts for roughly 71.8% of all available streaming programs among the major SVOD players tracked.