Enter the grand narrative of American retail, where a new character has emerged on the stage of Macy’s, that venerable institution of commerce and culture.

Sharon Otterman assumes the role of Chief Marketing Officer, not just as a functionary, but as a harbinger of change in an epoch where retail intersects with spectacle, storytelling, and digital metamorphosis.

Starting December 11, 2023, Otterman will report to Tony Spring, the president and CEO-elect. In her, Macy’s sees not just an executive, but a maestro of market forces, poised to orchestrate a transformation that extends far beyond the aisles of their stores.

“Sharon brings a diverse background in media, entertainment, and digital transformation to Macy’s. We are excited to bring more retail theater across our shopping experiences. She is a passionate strategist and has a successful track record of evolving brands, developing creative marketing campaigns, and driving profitable growth. We look forward to having Sharon as part of our leadership team,” said Tony Spring.

The appointment of Otterman is more than a changing of the guard; it is the ascent of a visionary in an industry where branding is akin to mythology. Her mandate is expansive, a crescendo of responsibilities that include strategic marketing, brand evolution, awareness, engagement, and loyalty across all customer segments. This is the symphony of Macy’s future.

Otterman’s canvas is vast, spanning from brand activation and campaign advertising to content planning. Yet, it goes beyond the realm of spreadsheets and marketing jargon. It touches the heart of the Macy’s experience, delving into creative realms, visual merchandising, and brand entertainment. In essence, it’s about the creation of dreams.

Naturally, Otterman inherits the stewardship of Macy’s iconic entertainment events – the Thanksgiving Day Parade, Macy’s July 4th Fireworks, and the annual Spring Flower Show. These are not mere events; they are rituals etched into the American cultural calendar. Otterman’s task is to infuse new life into these cherished traditions, to ensure that the magic endures in an ever-evolving world.

But who is Sharon Otterman, and what is the narrative she brings to the table? Her story is one of over two decades in the trenches, transforming brands for Fortune 500 companies. Her journey includes a stint as CMO at Caesar’s Entertainment, where she launched Caesar’s Sportsbook, a bold move in the world of betting. Prior to that, she held the position of EVP and CMO at Madison Square Garden Company, a realm where sports, entertainment, and culture converge.

Otterman’s journey is also woven into the fabric of media giants. She served as CMO for NBCUniversal’s news division and was a VP of Marketing at ESPN, a world where the line between sports and spectacle blurs.

Academically, Otterman holds a BS degree in Corporate Communication from Ithaca College, a foundation in storytelling and communication. She further honed her skills through the Executive MBA program at New York University, equipping herself to navigate the intricate interplay of business and culture.

In Sharon Otterman, Macy’s is not merely acquiring an executive; they are inviting a storyteller, a strategist, and a custodian of culture into their ranks. She embodies the spirit of an era where retail is a stage, brands are tales, and marketing is a dialogue with the soul of the consumer.

As Otterman assumes the mantle of Macy’s marketing leadership, she is not just taking on a job; she is shouldering the aspirations of a nation of shoppers. Her task is to craft narratives that resonate, experiences that inspire, and dreams that are as vivid as the iconic Macy’s storefronts. In the theater of commerce, where the curtain rises with every shopping bag, Sharon Otterman is poised to be the director of Macy’s next act, and it promises to be a performance worth watching.

In the ever-shifting landscape of the digital age, where trends flicker and fade like a desert mirage, a new narrative has taken center stage: the saga of Connected TV (CTV). This isn’t just a subtle shift in advertising mediums; it’s akin to jumping from a paperback to a holographic novel. Marketers, once kings of the primetime TV slot, now face a different beast entirely.

The CTV realm is not for the faint-hearted or those clinging to the nostalgia of one-hit-wonder ads. It demands a carousel of creativity, a smorgasbord of strategies. Imagine a chef’s tasting menu at a Michelin-starred restaurant; each ad variant is a course, meticulously crafted with its own unique flavor of copy, hooks, and calls to action. The old-school approach of a one-size-fits-all ad? That’s as obsolete as a rotary phone in a smartphone world.

But, as with any tale of innovation, CTV’s journey has encountered turbulence. The dream of hitting the marketing bullseye with the precision of a sharpshooter has, in practice, been more of a scattergun affair. The reality? Marketers often find themselves playing a game of pin-the-tail-on-the-donkey, blindfolded. The high costs of CTV – akin to betting on a thoroughbred and ending up with a donkey – have further complicated this landscape.

Yet, in the midst of these trials, there’s a glimmer of hope. Visionaries in the field, like Marketing Architects with their in-house DSP for CTV, are carving out new paths through this uncharted territory. This is more than a mere sidestepping of traditional obstacles; it’s a bold foray into unexplored domains of audience engagement and ad inventory optimization.

The strategy evolving in this brave new world of CTV is one of expansive targeting. Performance marketers, traditionally sharpshooters, are learning the art of casting wider nets. In the vast seas of CTV, it’s no longer just about hitting a single target; it’s about reaching an entire ecosystem of potential consumers, many of whom are not even actively in the market yet.

However, the Achilles’ heel of CTV remains its measurement – a conundrum as complex as unraveling the mysteries of the universe. Navigating through sprawling device graphs and murky data requires not just skill but a multifaceted toolkit – a blend of incrementality tests, holdout groups, and more. This isn’t just storytelling; it’s story decrypting.

CTV stands at a crossroads, its potential immense yet untamed. It’s a platform that beckons to the younger, digitally fluent audiences, offering an immersive experience that traditional TV cannot match. The convergence of TV’s narrative depth with digital’s targeting precision makes CTV an irresistible frontier for marketers.

And what of the future? Look no further than Roku’s partnership with Unity for clues. This alliance is more than a strategic move; it’s a signal of the evolving narrative of CTV – from a nascent, unproven medium to a powerhouse of deep engagement and precision marketing.

We’re witnessing not just a shift but a revolution in TV, propelled by streaming technology and digital-style buying platforms. CTV is emerging as a titan in the marketing arena, equipped with tools for granular measurement and nuanced campaign execution.

In this story of transformation, CTV is not merely a chapter but the beginning of a new volume. Ahead lies not just the evolution of a platform but a complete redefinition of storytelling, engagement, and marketing efficiency. As the curtain rises on this new act, one thing is certain: in the world of advertising and marketing, CTV is not just part of the narrative – it has become the narrative.

In the electric heart of Las Vegas, where neon dreams and digital fantasies blend seamlessly, stands the MSG Sphere – a colossal orb not just redefining the city’s skyline but reshaping the very canvas of advertising. This isn’t your average billboard; it’s a 580,000 square feet digital juggernaut, where the bright, LED-lit future of auto advertising sparkles with unparalleled vivacity.

Picture this: the Sphere, a technological marvel with its surface swathed in over a million LEDs, each a pixel in a vast, vibrant tapestry. Here, automakers from every corner of the globe converge, their sleek machines not just displayed but virtually unleashed in a spectacle of light and motion. It’s a dance of pixels and power, where luxury cars perform in digital splendor against the backdrop of the world’s entertainment capital.

This isn’t just a billboard; it’s a stage where the likes of Mercedes-Benz, Aston Martin, Lexus, and Mini USA become luminous protagonists in a narrative woven from light. Each evening, as the desert sun dips below the horizon, the Sphere transforms into a colossal canvas, narrating tales of speed, elegance, and innovation.

The Sphere’s exterior, a 366-foot-tall symphony of light, becomes a storyteller. Aston Martin’s recent display was not just an advertisement but a dramatic saga. The iconic wing emblem emerges, a prelude to the Scarab Beetle shattering the digital sphere, followed by the roar of the AMR23 racecar, a ballet of speed and light. It’s advertising transformed into a cinematic experience, a symphony of LEDs orchestrating a tale of power and prestige.

Likewise, Lexus and Mini USA have turned this digital colossus into their playground. Lexus’ “December to Remember” campaign dazzles with the 2024 Lexus GX taking center stage, while Mini USA’s campaign is a tech-forward showcase, featuring the all-electric 2025 Mini Countryman. The campaigns are not mere displays; they’re grand productions, each a testament to the brands’ innovation and style.

But the Sphere is more than a billboard; it’s a cultural phenomenon. It’s where technology, art, and commerce meet in a dazzling display of digital artistry. Advertisers like Mini USA’s Patrick McKenna view it as the ultimate intersection of physical and digital realms, an opportunity to create a spectacle that transcends traditional advertising.

As the night sky over Las Vegas blazes with the Sphere’s luminous narratives, one can’t help but marvel at this new epoch of advertising. It’s a world where cars are no longer just showcased; they are stars in a digital universe, their stories told in millions of colors and lights. In this realm, the Sphere is more than a structure; it’s a beacon of the future, a testament to the limitless possibilities when imagination meets technology.

This story of the Sphere and its transformation into the zenith of auto advertising is a narrative of our times, a blend of art, technology, and commerce. It’s a spectacle that redefines advertising, turning it into a vivid, pulsating art form that captures the imagination and dazzles the senses. The Sphere is not just a part of Las Vegas; it is a microcosm of a future where dreams are as bright and boundless as the LEDs that illuminate them.

Everyone knows that streaming giants are rewriting the rules of television and digital advertising and beacuse of this we are witnessing a monumental shift. Major streaming video providers are stepping up, challenging Nielsen’s long standing monopoly in TV ratings, signaling a new era in ad measurement.

At the forefront of this shift is NBCUniversal, which has certified iSpot and VideoAmp as currencies for advanced audiences. In a bold move, they’ve also formed the Joint Industry Committee with heavyweights like Paramount, Televisa Univision, and Warner Bros. Discovery. This isn’t just about switching tools; it’s a concerted effort to develop multiple currencies and cross-platform measurement solutions for streaming video.

This change is driven by the need to adapt to a landscape where streaming platforms are burgeoning and audiences are increasingly fragmented. Networks are now compelled to offer the best technology and a suite of services that cater to agencies, advertisers, and consumers. Everyone involved has a vested interest in ensuring ad outcomes are relevant and optimized.

The transformation of TV consumption requires a corresponding evolution in currencies. These new metrics are crucial for a comprehensive system of cross-platform currency, essential in delivering the value advertisers and Connected TV (CTV) need in a dynamic market.

The essence of these new currencies lies in data—the new capital in the digital age. This includes identity, IP addresses, Automatic Content Recognition (ACR), and viewership data. These datasets, often sourced from a plethora of providers, are crucial in supporting a converged media consumption era.

However, the consumption landscape has changed dramatically. With channel fragmentation, evolving behaviors, technological advancements, and new regulatory frameworks, traditional systems are becoming increasingly inadequate. This scenario has led to the emergence of data clean rooms, offering new ways to understand who views and interacts with streaming video advertisements.

The need for a universal video currency is evident, but it’s the data behind the measurement that truly counts. Providers need data partners who understand the offline, household-level realities of viewer behavior and tendencies. This deep understanding is vital for translating data into meaningful insights for CTV.

In this context, the insights of industry experts like Alan Wolk, Co-Founder of TVREV, become particularly relevant. Wolk emphasizes the need for innovative tools that reflect the dynamic nature of viewer behavior in the streaming age. Yan Liu, CEO of TVision, adds to this by highlighting the complexity of audience engagement in the streaming world, suggesting a more granular approach to understanding viewer interaction.

Similarly, Jeremy Haft, CRO of Digital Remedy, underscores the importance of delving into viewer preferences and behaviors at a household level. This depth of data is critical for advertisers to effectively tailor their campaigns. Stacy Bohrer, VP of Buyer Development at OpenX, and Dave Morgan, Founder of Simulmedia, also emphasize the importance of integrating diverse data sets and the role of third-party data partners in providing nuanced insights into consumer behavior.

As the industry grapples with these changes, it’s clear that the search for a universal currency for streaming video is central to the narrative. Whether the industry will find a “new Nielsen” remains to be seen. The path forward involves stitching together and rationalizing disparate datasets to form an accurate picture of viewership and performance, a challenge that requires insights from various sectors of the industry.

The shift in TV and streaming video ad measurement is not just about adopting new technologies and data; it’s about reimagining how we understand and engage with audiences. The insights from industry leaders, combined with the ongoing efforts of major networks and committees, illuminate the path ahead, highlighting both the challenges and opportunities in creating a responsive, accurate, and comprehensive ad measurement ecosystem for the digital age.

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In the ever-shifting, often bewildering universe of digital advertising, marketers are forever on the prowl for the latest tricks to mesmerize their audience while preserving their privacy. We’ve talked about this numerous times here.

In recent times, one tactic has risen steadily through the ranks – Contextual Targeting. It’s a peculiar beast, distinct from its shadowy cousin, Behavioral Targeting, in that it doesn’t stalk individual user habits but rather takes root in the contextual soil of web page content. In this expedition, we embark on a deep dive into the realm of Contextual Video Advertising, probing its innards, technological sinews, and the capricious industry currents that shape its destiny.

Contextual Targeting, at its essence, is a personalized targeting dance that doesn’t involve snooping on individual user behavior. Instead, it’s all about strategically placing advertisements based on the content vibe of the web pages users are currently browsing. Imagine a user engrossed in a digital realm of sports gear, suddenly encountering an ad beckoning them to a local gym. That’s the enchantment of contextual targeting – it’s all about ensuring that the ads presented are in perfect harmony with the user’s immediate interests.

At the core of Contextual Targeting are the targeting parameters – these are the predefined categories, keywords, or semantic elements used to decode the context of a web page. These categories, often mirroring the expansive Interactive Advertising Bureau (IAB) categories, span a vast spectrum of topics, from broad themes to the most esoteric niches.

For instance, if you happen to run a website dedicated to a particular car brand, picking categories like “Vehicles” or “Automobiles” would be a wise choice. Advertisers looking to promote their auto repair shop can then set their sights on your website, knowing it aligns with their chosen category. Semantic targeting, a close cousin of contextual targeting, dives even deeper, parsing keywords to grasp the essence of a website’s content, going beyond mere word frequency.

The art lies in meticulously picking the right targeting parameters, a critical junction in the contextual targeting journey. These choices depend on campaign goals, the precision needed in audience targeting, and the nature of the product or service being promoted. Once these parameters are set, the next step is strategically placing ads on web pages that sync seamlessly with the selected context, ensuring that the ad vibes harmoniously with the surrounding content.

The chasm between Contextual Targeting and its counterpart, Behavioral Targeting, is both deep and wide. Behavioral targeting dives headfirst into the murky waters of tracking individual user actions, including their search history, app usage, and buying habits, all to deliver personalized ads. This often entails hoarding user data through cookies, pixels, and assorted data collection tools, a practice that has ignited privacy concerns and fueled the surge in ad-blocker usage.

Contextual Targeting, in stark contrast, operates with a lighter touch, focusing solely on the contextual quilt of the web page being explored, without prying into users’ personal data. This approach gains even more significance in the face of increasingly stringent privacy regulations and the rising popularity of ad-blocking tools.

With digital video advertising traditionally leaning heavily on Behavioral Targeting, the recent tectonic shifts in online tracking have nudged marketers to explore Contextual Targeting as a promising alternative.

The infusion of Contextual Targeting into video advertising adds a new layer of complexity to the landscape. There are two distinctive methods at play when it comes to contextual targeting within video advertisements:

AI-Powered Video Content Analysis: This approach harnesses advanced technologies like speech recognition, Natural Language Processing (NLP), and computer vision to dissect the content within video clips. The AI system meticulously extracts the context of the video and pairs it with the most fitting advertisements.

AI-Driven Web Page Analysis: In this paradigm, AI algorithms engage in an intricate dance with the surrounding content of web pages hosting the video. They identify relevant keywords and topics, turning this contextual goldmine into parameters sent through ad tags to an ad network. This network orchestrates the seamless pairing of the publisher’s video inventory with the most suitable ads.

A compelling case study in the embrace of contextual video advertising comes from none other than Axel Springer, a global news titan. Faced with challenges in monetizing their video content, Axel Springer embarked on a transformative journey, partnering with video technology maestro Connatix. By integrating ad units into video sliders on their digital domains, Axel Springer aimed to breathe new life into their monetization efforts while elevating user experiences to new heights.

One of the most profound virtues of contextual targeting, whether applied to traditional web content or video advertising, is its ability to enhance user experiences by seamlessly aligning content with user interests. Research studies have revealed that ads seamlessly woven into content result in higher memorability among consumers. When users stumble upon ads that organically resonate with their immediate interests, engagement levels soar, bringing blessings to both publishers and advertisers.

Recent advancements in video classification, spearheaded by the IAB Tech Lab, have opened up new avenues for supplementary content in video advertising. This evolutionary step recognizes the importance of additional content and paves the way for a broader embrace of contextual targeting within the realm of video ads.

Publishers are now charting a course toward substantial investments in content creation, guided by insights provided by contextual targeting partners. These partners serve as invaluable conduits, offering astute recommendations on articles, videos, and content packages that seamlessly align with contextual strategies. This shift toward content creation is propelled by the growing prominence of connected TV (CTV), evolving patterns in content consumption, and the meteoric rise of short-form video on social media platforms.

On the advertiser’s front, a symphony of investments in contextual targeting strategies is set to reach a crescendo, with the aim of reaching wider audiences at precisely the right moments. As video advertising continues to ascend the throne of prominence across screens and formats, advertisers now have the tools to deploy contextual targeting not just on web pages but within the very fabric of video content itself. The diversification of contextual methods, spanning page-level and video-level targeting, equips advertisers with the means for granular and surgically precise audience targeting.

In an era where user experience and privacy reign supreme, advertising strategies must adapt to remain competitive. Recent transformations, including updates to IAB Tech Lab guidelines and privacy regulations such as app tracking transparency, have paved the way for contextual targeting to shine as a solution for both publishers and advertisers. By removing the guesswork from ad delivery and ensuring that ads harmonize with content context, contextual targeting creates a superior user experience.

However, it’s essential to recognize that contextual advertising isn’t without its own set of challenges. The industry is in the midst of redefining contextual targeting, with some players incorporating browser and page-level data, device data, IP addresses, and location data into their contextual strategies, often dubbed “contextual 2.0.” This has sparked debates about the nature of contextual targeting and the boundaries that define its realm.

Publishers, armed with an intimate understanding of their content and audience, hold a strategic vantage point. They can craft audience segments with meticulous precision based on contextual cues drawn from their content and user interactions. However, publishers face their own challenges as they grapple with the encroachment of third-party contextual providers and ad tech entities that dive into web content without relying on publishers’ insights. This can divert ads away from valuable content and reporting.

Advertisers, as the conductors of the contextual targeting symphony, also carry significant responsibilities. Often, advertisers resort to basic keyword and category blocking tactics, inadvertently missing opportunities for nuanced targeting. While advertisers excel at optimizing keywords for SEO, their approach to contextual targeting often lacks finesse.

The evolution of contextual targeting is intrinsically linked to the march of AI and machine learning. Leading AI solutions possess the ability for unsupervised learning, empowering them to independently discern patterns in content across diverse languages, categories, and contexts. This empowers advertisers to craft bespoke targeting strategies tailored to their unique objectives, ushering in a new era of personalized precision.

In the grand tapestry of digital advertising, Contextual Targeting emerges as both a guardian of user privacy and a catalyst for engaging, contextually relevant ad experiences. It’s a realm where technology meets storytelling, and where the art of ad placement harmonizes with the science of content context. As the advertising landscape continues to evolve in response to shifting privacy norms and user expectations, Contextual Targeting stands as a resilient and innovative force, poised to shape the future of personalized advertising.