sponsorships

Skip4, a new gaming-focused ad agency led by women who proudly wear the “gamer” label, is leaning in to grow the channel’s share of media budgets.

The idea for a radio network specifically geared toward the Black community had been floating around at iHeartMedia for several years. 2020 made its need apparent. When the pandemic took hold early last year, communities of color were disproportionately impacted by COVID-19 in terms of infection, hospitalization and mortality rates. Black-owned businesses were hit especially […]

The majority of snowboarding gold medals in the 2018 Winter Olympics were won by competitors in head-to-toe Burton gear, so why do the sports outfitter’s social media pages seem oblivious to the company’s biggest brand event of this half-decade? It’s because the International Olympic Committee (IOC) goes to unmatched lengths to preserve the Olympic’s official […]

Some Super Bowl predictions are easy: The big game will attract the largest US TV audience of the year and drive a single-day bonanza of food and beverage purchases. But for brands like Pepsi, which are placing the biggest marketing bets of the year over Super Bowl weekend, establishing ROI is no sure thing. Brands […]

The root of the network business is drawing a large audience to attract advertisers. As digital video and device fragmentation have disrupted the value proposition of traditional TV, data has become the equalizer. This is one reason why the ABC Television Network is spearheading an initiative with 4C Insights, a Facebook and Twitter ads partner. […]

Over the past year, many sell-side ad-tech companies have offered publishers solutions around “programmatic direct.” Publisher analytics provider Yieldex has rolled out a simple tool called ” YieldEdge Sponsorship Calendar” that has been adopted in recent weeks by Comcast Spotlight, the local media sales arm of the cable giant. The product sounds fairly mundane, but it […]