VAB: Intelligence Insights Impact

VAB: Intelligence Insights Impact VAB helps brand leaders navigate through our technology-rich, data fueled world through industry-defining insights and custom analysis as we address the challenges of today and inspire conversations of tomorrow.

VAB helps brand leaders navigate through our technology-rich, data-fueled world through industry-defining insights and custom analysis as we address the challenges of today andinspire conversations of tomorrow. We are driven by clear values that spark the very best forward thinking and impactful collaboration. We are fearless in embracing the unknown and pushing the boundaries to put forth superio

VAB helps brand leaders navigate through our technology-rich, data-fueled world through industry-defining insights and custom analysis as we address the challenges of today andinspire conversations of tomorrow. We are driven by clear values that spark the very best forward thinking and impactful collaboration. We are fearless in embracing the unknown and pushing the boundaries to put forth superio

Operating as usual

Today, VAB announced a new Measurement Innovation Task Force that will formally mobilize a highly effective group of the...
09/09/2021
VAB Announces New Measurement Innovation Task Force

Today, VAB announced a new Measurement Innovation Task Force that will formally mobilize a highly effective group of the top strategic minds in research, analytics and insights from TV publisher companies to accelerate the pace of overdue innovation in media measurement and currency.

“The time for action and innovation on measurement is now. That’s why I’m excited to announce the VAB’s new Measurement Innovation Task Force. Our role will be to immediately plug directly into a range of cross-industry initiatives, which first include the Association of National Advertisers (ANA) Cross-Media Measurement initiative, OpenAPTV’s Open ID and NBCUniversal's new cross-industry Measurement Innovation Forum,” said Sean Cunningham, President and CEO, VAB.

Accelerating Innovation in Media Measurement and Currency

On Tuesday, September 21st from 12:00 - 12:30 pm ET, hear from Stuart Schwartzapfel, SVP, Media Partnerships at iSpot.tv...
09/08/2021
Unpacking the Efficacy of OTT for Outcome-Based Local TV Advertising

On Tuesday, September 21st from 12:00 - 12:30 pm ET, hear from Stuart Schwartzapfel, SVP, Media Partnerships at iSpot.tv, Traci Will, VP of Analytics at Gamut. Smart Media from Cox. and Leah Montner-Dixon, Associate Insights Director, VAB as they share compelling stats and research around the efficacy of local OTT in driving foot traffic. Register below. #outcomes #TV #ROI

A VAB INSPIRE Webinar with iSpot

VAB CEO Sean Cunningham on MRC suspending Nielsen's National Ratings Accreditation: “In fact, all measurement and curren...
09/02/2021
Nielsen’s National Ratings Accreditation Suspended by Media Rating Council

VAB CEO Sean Cunningham on MRC suspending Nielsen's National Ratings Accreditation: “In fact, all measurement and currency providers with big future aspirations in the video advertising sector must take the 2021 mandate for real transparency, full and deep audience capture, urgent innovation and rigorous verification as mission-critical for them all.”

Learn more below.

Nielsen’s decades-old track record of measuring the TV business was dealt a serious blow Wednesday after an industry organization decided to suspend its backing of the company’s nationa…

Just In: After months of pressure and irrefutable analysis by VAB demonstrating Nielsen’s multiple, major and persistent...
09/01/2021
Nielsen TV ratings accreditation suspended by MRC

Just In: After months of pressure and irrefutable analysis by VAB demonstrating Nielsen’s multiple, major and persistent violations, MRC votes to suspend Nielsen’s national and local TV accreditation. #TV #news

"Time has officially expired on friction and frustration," says head of TV trade group VAB.

Join VAB CEO Sean Cunningham and other industry leaders at the Cynopsis Media THAT BIG TV CONFERENCE 2021 on Weds, Septe...
09/01/2021
THAT BIG TV CONFERENCE 2021 - Cynopsis Media

Join VAB CEO Sean Cunningham and other industry leaders at the Cynopsis Media THAT BIG TV CONFERENCE 2021 on Weds, September 22nd at 2:30pm as they share the newest and most effective #crossplatform measurement solutions.

Register 🔗 https://bit.ly/2WPmECB

The only conference to connect the dots between networks, brands, agencies and tech to grow your business in the new TV landscape.

Join us on Linkedin Live TODAY 1pm! Watch Ben Van Horn and Kristen Lundbeck from Spectrum Reach and Jason Wiese, VAB dis...
09/01/2021

Join us on Linkedin Live TODAY 1pm! Watch Ben Van Horn and Kristen Lundbeck from Spectrum Reach and Jason Wiese, VAB discuss how the marketing industry is meeting audience targeting challenges and what your business can do to plan and execute advertising campaigns confidently. Tune in here: https://www.linkedin.com/events/audience-basedtvadvertising-ani6835633810671976448/ #audiencebasedbuying #LinkedInLive

Join us on Linkedin Live TODAY 1pm! Watch Ben Van Horn and Kristen Lundbeck from Spectrum Reach and Jason Wiese, VAB discuss how the marketing industry is meeting audience targeting challenges and what your business can do to plan and execute advertising campaigns confidently. Tune in here: https://www.linkedin.com/events/audience-basedtvadvertising-ani6835633810671976448/ #audiencebasedbuying #LinkedInLive

NEW Webinar! Defining a New Currency for Cross-Platform TV Measurement and Attribution with TVSquared on Monday, 9/20 @1...
08/31/2021
Defining a New Currency for Cross-Platform TV Measurement and Attribution

NEW Webinar! Defining a New Currency for Cross-Platform TV Measurement and Attribution with TVSquared on Monday, 9/20 @12pm ET. REGISTER NOW to hear how today's converged TV delivers on outcomes and results, enabling advertisers to reach their total audience and maximize the power of all screens. #ROI #TV #crossplatform

Register now! Mon. 9/20, 12 - 12:30pm EST

Check out our exciting lineup for Attribution and Outcomes Week! Throughout the week of 9/20 we will share findings from...
08/30/2021
VAB Attribution & Outcomes Week Sept 20-24! Register Now.

Check out our exciting lineup for Attribution and Outcomes Week! Throughout the week of 9/20 we will share findings from our latest release and inspiration from our partners to keep you informed! Learn more ➡️ https://bit.ly/3kl8QHS #outcomes #advertising #TV

VAB Brings You Attribution and Outcomes Week. Join us September 20-24!

Join Ben Van Horn, Kristen Lundbeck and Jason Wiese for a LinkedIn Live on Wed, Sept 1 at 1pm ET to learn how the market...
08/30/2021

Join Ben Van Horn, Kristen Lundbeck and Jason Wiese for a LinkedIn Live on Wed, Sept 1 at 1pm ET to learn how the marketing industry is meeting audience targeting challenges and what your business can do to plan and execute advertising campaigns confidently. #audiencebasedbuying

Join Ben Van Horn, Kristen Lundbeck and Jason Wiese for a LinkedIn Live on Wed, Sept 1 at 1pm ET to learn how the marketing industry is meeting audience targeting challenges and what your business can do to plan and execute advertising campaigns confidently. #audiencebasedbuying

Did you know that switching from a demographic-based TV buying approach to an audience-based one can unlock billions in ...
08/27/2021

Did you know that switching from a demographic-based TV buying approach to an audience-based one can unlock billions in revenue for brands and that over 90% of brand marketers are expecting a "significant shift" to an audience-first buying strategy over the next 3 years? We know that change brings questions - visit our new Audience-Based Buying Insights Center for data, insights, key takeaways and real-world examples to help you execute your audience-based buys confidently and successfully ➡️ https://bit.ly/3Bg070A #audiencebasedbuying #targeting

Did you know that switching from a demographic-based TV buying approach to an audience-based one can unlock billions in revenue for brands and that over 90% of brand marketers are expecting a "significant shift" to an audience-first buying strategy over the next 3 years? We know that change brings questions - visit our new Audience-Based Buying Insights Center for data, insights, key takeaways and real-world examples to help you execute your audience-based buys confidently and successfully ➡️ https://bit.ly/3Bg070A #audiencebasedbuying #targeting

Coming the week of 9/20! During VAB Attribution and Outcomes Week, we'll share findings from our latest release and insp...
08/26/2021

Coming the week of 9/20! During VAB Attribution and Outcomes Week, we'll share findings from our latest release and inspiration from our partners to keep you informed! We will prepare you with the latest thinking, data and insights to help you drive brand outcomes and business success. Check out the week's lineup ➡️ https://bit.ly/3kl8QHS #DTC #Advertising #CTV

Coming the week of 9/20! During VAB Attribution and Outcomes Week, we'll share findings from our latest release and inspiration from our partners to keep you informed! We will prepare you with the latest thinking, data and insights to help you drive brand outcomes and business success. Check out the week's lineup ➡️ https://bit.ly/3kl8QHS #DTC #Advertising #CTV

Last chance to register! What is the revenue opportunity of implementing a more modern audience-first targeting approach...
08/25/2021
Delayed Adulthood: Why Younger Generations are Achieving Key Milestones Later in Life

Last chance to register! What is the revenue opportunity of implementing a more modern audience-first targeting approach that focuses on life stage, characteristics and habits? We’ll share key takeaways from our newly released ‘Delayed Adulthood’ marketer’s guide, discussing how the traditional path to adulthood, and the consumer milestones associated with it, has been changing for decades and what this means to marketers and their approach to targeting. Register below. #audiencebasedbuying #consumerbehavior

A VAB INSPIRE Webinar - Register Now!

Embracing change and innovation can be difficult. We are here to help. Visit the NEW VAB Audience-Based Buying Insights ...
08/24/2021
NEW! Audience-Based Buying Insights Center

Embracing change and innovation can be difficult. We are here to help. Visit the NEW VAB Audience-Based Buying Insights Center to learn why outcomes-obsessed marketers are investing more into audience-based buying. #advertising

Embracing change and innovation can be difficult. We’re here to help.

Many older adults now living more active and social lives after 50 and are doing so with more disposable income to spend...
08/24/2021
Delayed Adulthood

Many older adults now living more active and social lives after 50 and are doing so with more disposable income to spend. As purchases become more dictated by life stage and behaviors, it underscores the importance of considering a more modern audience-first targeting approach. Learn more in our new marketer’s guide “Delayed Adulthood." Download here ➡️ https://bit.ly/3zg8TLh

How Younger & Older Generations Are Achieving 'Life Milestones' at Their Own Pace – and what that means for your marketing strategy | Marketer's Guide

As young adults hold off on achieving key life milestones and older consumers live different lives than adults 50+ of pr...
08/23/2021
Delayed Adulthood: Why Younger Generations are Achieving Key Milestones Later in Life

As young adults hold off on achieving key life milestones and older consumers live different lives than adults 50+ of previous generations, assumptions on what people are in market for based on their age are no longer true. Learn the marketing implications for this trend during our webinar this Weds 8/25 from 12-12:30 PM ET. Register here ➡ https://bit.ly/37Ccirw

A VAB INSPIRE Webinar - Register Now!

Learn more about the growth of #CTV advertising, how audio #podcasts compliment video viewing and how marketers can stay...
08/20/2021
VAB Setting the Screens Week

Learn more about the growth of #CTV advertising, how audio #podcasts compliment video viewing and how marketers can stay ahead as tracking cookies are phased out in our latest releases. Check out VAB's Summer Setting the Screens Week below.

Learn more about the growth of CTV advertising, how audio podcasts complement video viewing and how to stay ahead in a Cookieless world | A Fresh Take & Five Fast Facts

Last chance to register! Join Angela Voss and Catherine Walstad from Marketing Architects TODAY at 2PM EDT as they share...
08/19/2021
Beyond The Hype: A Performance Marketer’s Guide To Streaming TV

Last chance to register! Join Angela Voss and Catherine Walstad from Marketing Architects TODAY at 2PM EDT as they share findings from their all-encompassing guide that cuts through the press buzz and industry jargon to highlight both opportunities and challenges facing Streaming TV advertisers. Register here ➡️ https://bit.ly/3hU2f7c

By Marketing Architects

Watch now! Learn 5 of the most common challenges (and solutions) marketers are facing when it comes to adopting an audie...
08/18/2021
Watch Now: Meeting Industry Challenges: Guidance and Solutions for Marketers in Adopting an Audience-First TV Buying Approach

Watch now! Learn 5 of the most common challenges (and solutions) marketers are facing when it comes to adopting an audience-based buying approach in our webinar with Spectrum Reach.

NEW WEBINAR: Wed, Aug 11 at 12PM ET-We asked over 200 marketers to tell us about their TV buying strategies and evolution to more modern, data-driven TV buying approach. Get an insider’s look at how your peers and clients are approaching their campaigns.

Our recent survey of marketers revealed that those who were more formally trained in audience buying strategies and tact...
08/17/2021
The Importance of Education & Training in Audience-Based Buying

Our recent survey of marketers revealed that those who were more formally trained in audience buying strategies and tactics enjoyed more positive business outcomes from their campaigns. See what marketers are saying about the importance of being educated on new buying techniques and the impact to their brand’s bottom line. Download The Importance of Education & Training in Audience-Based Buying at the link below.

A fresh take on embracing innovation with education | A Fresh Take

Shift your video buying strategy to unlock $4 trillion revenue. Visit the NEW VAB Audience-Based Buying Insights Center ...
08/16/2021
NEW! Audience-Based Buying Insights Center

Shift your video buying strategy to unlock $4 trillion revenue. Visit the NEW VAB Audience-Based Buying Insights Center for data, insights, key takeaways and real-world examples to help you execute your audience-based buys confidently and successfully.

Embracing change and innovation can be difficult. We’re here to help.

That's a wrap on our summer Setting the Screens Week! Visit the link below to learn more about important industry topics...
08/13/2021
VAB Setting the Screens Week

That's a wrap on our summer Setting the Screens Week! Visit the link below to learn more about important industry topics, such as the growth of CTV advertising, how audio podcasts compliment video viewing and how marketers can stay ahead as tracking cookies are phased out.

NEW releases and fresh insights this week on important topics throughout the industry - Learn more about the growth of CTV advertising, how audio podcasts complement video viewing and how to stay ahead in a Cookieless world | A Fresh Take & Five Fast Facts

In the last release of Setting the Screens Week, we explore how the phase-out of  internet tracking cookies will affect ...
08/12/2021
Data-Driven Opportunities in a Cookieless World

In the last release of Setting the Screens Week, we explore how the phase-out of internet tracking cookies will affect marketers’ ability to track consumers along with the platform and tools that can motivate consumers to share their data in exchange for a better ad viewing. Download Data-Driven Opportunities in a Cookieless World here ➡️ https://bit.ly/3iJzH0R

How are marketers reacting to the third-party cookie phase-out? | Five Fast Facts

Join VAB Associate Insights Director Leah Montner-Dixon and Insights Manager Karolina Guillen on Weds 8/25 for a webinar...
08/11/2021
Delayed Adulthood: Why Younger Generations are achieving key milestones later in life

Join VAB Associate Insights Director Leah Montner-Dixon and Insights Manager Karolina Guillen on Weds 8/25 for a webinar as they share the findings from our recent insights release "Delayed Adulthood." Learn why considering a more modern, audience-first targeting approach becomes more important as purchases are more dictated by lifestage and behaviors. Register here ➡️ https://bit.ly/37Ccirw

A VAB INSPIRE Webinar - Register Now!

In today's Setting the Screens Week release, you'll learn more about consumers' audio #podcast listening behaviors, why ...
08/11/2021
How Audio Podcasts Complement Video Viewing

In today's Setting the Screens Week release, you'll learn more about consumers' audio #podcast listening behaviors, why podcasts actually have a complementary relationship video viewing, and the exciting reach and engagement opportunities that they provide for marketers. Download "How Audio Podcasts Complement Video Viewing" below.

Learn how video and podcasts are complementary and offer incremental engagement opportunities for marketers | A Fresh Take

Welcome to Setting the Screens Week! This first release shines light on marketers' investments towards streaming as more...
08/10/2021
The Growth of CTV Advertising

Welcome to Setting the Screens Week! This first release shines light on marketers' investments towards streaming as more consumers purchase and use #CTV to watch their favorite shows and movies. In this piece, you’ll learn how marketers are integrating audience-based buying strategies within CTV campaigns to drive greater brand awareness and positive business outcomes. Download The Growth of CTV Advertising at the link below.

See how advertisers are using CTV to achieve incremental reach and more business outcomes | Five Fast Facts

How can the modern marketer drive performance when dealing with all this complexity? Join Angela Voss and Catherine Wals...
08/09/2021
Beyond The Hype: A Performance Marketer’s Guide To Streaming TV

How can the modern marketer drive performance when dealing with all this complexity? Join Angela Voss and Catherine Walstad from Marketing Architects on Thurs 8/19 at 2PM EDT as they share findings from their all-encompassing guide that cuts through the press buzz and industry jargon to highlight both opportunities and challenges facing Streaming TV advertisers. Register here ➡ https://bit.ly/3hU2f7c

By Marketing Architects

Get a peek at the challenges your peers are facing and be inspired with real guidance and solutions to adopt a more mode...
08/05/2021
Meeting Industry Challenges: Guidance and Solutions for Marketers in Adopting an Audience-First TV Buying Approach

Get a peek at the challenges your peers are facing and be inspired with real guidance and solutions to adopt a more modern and business-building TV buying approach. Join VAB SVP & Director of Insights Jason Wiese and Spectrum Reach VP, Market Research & Insights Marci Cohen in a webinar on Wednesday, 8/11 at 12PM EDT as they share the highlights of our new Marketer’s Guide, Meeting Industry Challenges. Register here ➡️ https://bit.ly/36wfftc

Register for this Upcoming Session on August 11th, 2021 at 12:00PM EDT

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The VAB’s mission is to provide marketers with industry-defining data, actionable thought leadership and planning tools to navigate and optimize the ever-expanding world of premium multiscreen video content.

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