As TV networks work to compete with Google and Facebook, the industry has been on a mission to prove that airing a commercial will lead to some sort of business result for marketers—the holy grail being, of course, driving a purchase.

It was one year ago this month when Fox introduced 6-second TV commercials to their NFL broadcasts. This made everyone shorten their ads so because it was the trendy thing to do. Not eicoff, we knew that this market would become saturated fast and so we stayed with creating longer form ads.

New data from IAB shows that ad-supported video over-the-top (ASV OTT) viewers in the US tend to be younger, male and earn a higher income

Earlier this week, Eicoff traveled to Las Vegas to present at the DMA &Then Conference. Our topic: Storyselling, Data-inspired Messaging.

It would be awesome if people always followed the call to action in a TV ad.

I bet Lord Simon Wolfson a pint that Next will return ad spend to television by the end of next year.

The video marketing platform Innovid on Thursday launched a self-serve advertising tool designed to allow brands…

SiriusXM said Monday that it is acquiring Pandora in a $3.5 billion deal that aims to create an all-encompassing digital audio offering…

Facebook’s Watch video-streaming platform has been rolled out worldwide, nearly a year after its initial launch in the US.

It is critical to have an digital marketing strategy to compliment any TV initiatives especially direct response television. A highly visible organic search presence will help your click-through-rate and conversions immensely. Check out this post to find out what digital marketing strategies to invest in.

Google’s Unskippable Labs team has been testing ad effectiveness in a compelling new way: It created a fake pizza brand called Doctor Fork…

After another great semester with the Spark Program, we'd like to thank all of the Eicoff volunteers…

The Worlds of linear TV and OTT platforms are colliding. over the past year, we’ve seen concrete indicators that more and more users are gravitating toward linear TV on OTT via virtual MVPDs. MVPD stands for multichannel video programming distributor. Since video services like these are relatively cheap, they most likely will rule in the years to come.

Netflix has confirmed a major change to its video-streaming service, effective as of this week for at least some users: video ads for other Netflix series between episodes.

It’s become an article of faith among people who write about the television industry from a distance that a massive wave of cord cutting is upending television…