Live video is a strong demand driver for streamers and social media. Why not news publishers?
Bloomberg produces hours of live content a day, between its TV channel and its network of global and business news publications. And it’s shifting its contextual targeting focus beyond standard display ads to live video.
Kym Nicholas, who leads Bloomberg’s global media planning and campaign management (PCM) team, sits at the center of that effort. Her group connects advertisers to Bloomberg’s audience across nine platforms, from TV and digital video to newsletters and branded content.
As Bloomberg rethinks how its live video campaigns are planned and measured, the PCM team is juggling competing demands, Nicholas said. Buyers want cross-platform reach but also granular targeting, accurate measurement and as little exposure to programmatic waste as possible.
To meet those demands, Bloomberg is rolling out new audience tools, video targeting capabilities and a revamped revenue operations structure that treats planning, ad ops and client services as a single “client success” function.
