Samba TV’s CEO and Co-Founder discusses the many measurable findings facing television and streaming advertisers in a very uncommon year for the industry.
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What if the problem with the agency model isn’t whether an agency is independent or owned by a holding company, but the shape of the agency itself?
Oak View Group’s new partnership with BIG Digital points to a broader shift in sports and live entertainment, as venues turn physical spaces into flexible media environments capable of delivering fan engagement, sponsor activation and measurable value long after audiences walk through the doors.
The most successful campaigns will consider how fans move through their day, where they gather, what information they’re looking for, and how brands can contribute to those experiences in ways that feel authentic rather than intrusive.