BOSTON—Brightcove said it has launched Marketing Insights, a new tool in its video insights and analytics platform that measures the business impact of video content to give marketers greater insight into their strategies.

“Video continues to be one of the most powerful ways to engage audiences, yet measuring its impact on business outcomes has long been a challenge,” Brightcove Chief Marketing Officer Kathy Klingler said. “With the launch of our new Marketing Insights offering, we’re further empowering marketers to gain deeper visibility into the performance of their video campaigns and their broader marketing strategies.

“As a data-driven marketer, I’m excited about how these new capabilities will help brands connect the dots between campaign performance and real business value. This solution is a game-changer for any marketer looking to drive measurable impact.”

With the new tool, marketers can track data from inbound traffic to their videos, capture viewer origins through Urchin Tracking Module (UTM) parameters and analyze which campaigns are effective at driving views and conversion. Linking performance and marketing efforts provides insights marketers can use to improve strategy refinement and make better resource allocation decisions, the company said.

"We’ve transformed the traditional concept of UTM links, a tool marketers have relied on for years, by integrating it directly into our video player,” Brightcove Chief Product Officer Scott Levine said. “This allows us to capture detailed video traffic source data and seamlessly incorporate it into our platform to show ROI from traffic attribution and inbound marketing. By providing actionable insights, we're helping our customers understand what drives audience engagement and how to optimize their marketing strategies. This integration simplifies campaign optimization and budget planning, making it faster and more efficient than ever."

Marketing Insights is available as part of Brightcove’s Marketing Studio premium package.

More information is available on the company’s website.

STAMFORD, Conn.—Charter Communications Inc. has announced that Simon Cassels, a seasoned marketing and creative executive for brands including GoodRx, Ring/Amazon and Apple’s dedicated agency TBWA\Media Arts Lab, has been named senior vice president and chief creative officer, effective immediately. 

In his new role, Cassels will oversee Charter's creative strategies to evolve Spectrum’s brand identity and drive company growth.

“Simon brings a unique blend of creativity and strategic insight, combined with a customer-first mindset, which supports our mission to engage with customers as more than just a connectivity provider,” said Sharon Peters, executive vice president and chief marketing officer for charter communications inc., which operates the Spectrum brand, and to whom Mr. Cassels will report. “He will lead our efforts in establishing a differentiated customer experience that starts with our seamless connectivity services, unleashing limitless opportunity.”

As senior vice president and chief creative officer, Cassels will spearhead efforts to elevate and invigorate the Spectrum brand, leading the development and execution of marketing strategies designed to boost customer awareness and engagement. Cassels also will oversee the positioning of Spectrum’s residential products and services, define the B2C and B2B marketing strategies and collaborate across functions to identify and execute growth opportunities. His leadership will include the SMB Marketing, Direct Response, Multicultural Marketing, Retail Marketing, Spectrum Community Solutions and Customer Communications Creative teams.

“Spectrum’s innovation is at the intersection of lifestyle and technology, combined with an unwavering commitment to customer-first thinking,” said Cassels. "Seamless connectivity—both wired and wireless—opens up new opportunities for creativity and connection, empowering individuals, families and businesses. I’m excited to be joining a team that’s driving this innovation forward."  

Cassels’s extensive experience spans lifestyle and technology branding and includes serving as creative director of TBWA\Media Arts Lab, where he oversaw the marketing launch of iPad and iPad mini and created the iconic and longest running Apple commercial campaign, “Shot on iPhone.” He went on to become the chief marketing officer at Ring during a period of rapid growth, going from startup to the world’s largest home security brand, with millions of homes in the US and products available in over 30 countries worldwide.

Cassels joins Charter from GoodRx, where he most recently served as Chief Brand Officer, senior vice president of marketing since 2020. At GoodRx, he built and scaled cross-functional teams and led the company’s marketing strategies through a rebranding initiative and its IPO, increasing brand awareness to consumers and healthcare professionals to 70% and 90% respectively, and helping over 25 million customers in 2023. 

Cassels has received numerous awards over the course of his career, including multiple Cannes Lions, Addy, Clio and Telly awards. He holds a Bachelor of Arts in Design & Communication from the University of the Arts London.

SAN JOSE, Calif.—At a time when streamers are looking for ways to grab consumer attention in an increasingly competitive and fragmented streaming landscape, Roku has announced that Paramount+ will become the first entertainment brand to launch a custom Roku City Neighborhood. 

The new Roku City Neighborhoods feature brand-specific buildings, visuals, and destinations to highlight those brands when viewers start and end their streaming session.

The Roku City home screen graphic reaches nearly 40 million homes each month. 

Roku recently featured Roku City in its first out-of-home campaign in Times Square and announced the debut of Roku City Neighborhoods at its IAB NewFront on Tuesday, May 2. In just weeks, the beta offering has reached capacity with advertisers through Q3 2023. 

Viewers will be able to see the Paramount+ Roku City Neighborhood from May 25-29. 

In an interactive visual experience, the Paramount+ Roku City Neighborhood will connect Paramount+’s “mountain” logo with popular franchises such as “Transformers,” “Star Trek,” UEFA Champions League, and “PAW Patrol.” The neighborhood will offer playful and recognizable easter eggs for viewers to enjoy as Roku City scrolls across the largest screen in the home. Additionally, viewers will be able to click to sign up and start watching promoted shows and movies on Paramount+.

“We designed our platform to help partners build thriving businesses in a world where all TV is streamed,” said Peter Hamilton, senior director of product management at Roku. “This first-of-its-kind campaign makes Paramount+ unmissable at the key moments when viewers are deciding what to watch next.”

“Bringing Paramount Mountain and many of our beloved franchises to Roku City through this first-ever fully branded takeover is a fun and disruptive new way for us to engage and delight fans of the diverse and popular offering that has been fueling the rapid growth of Paramount+,” said Domenic DiMeglio, executive vice president and chief marketing officer at Paramount Streaming. “We have partnered closely with Roku to creatively feature fan-favorite characters such as SpongeBob SquarePants, ‘Halo's’ Master Chief, and ‘Survivor’ host Jeff Probst throughout Roku City, along with other fun easter eggs including the Starfleet Headquarters and the Dutton's iconic barn from 1923, which will further immerse customers in the experience and drive conversation across social.”

CHICAGO—TransUnion has announced that it has relaunched and expanded its TruAudience marketing solutions line of business, which provides marketers, media companies, and technology providers with solutions to deal with consumer data, audience targeting, and measurement challenges.

The expanded TruAudience offering now marries the expansive consumer data, advanced identity resolution, audience building, and targeting capabilities of TransUnion and Neustar into a comprehensive and interoperable suite of privacy-enhanced marketing solutions. 

Additionally, the product suite now offers closed-loop marketing measurement and attribution and credit-informed marketing solutions, which weren’t previously available.

“The integrated capabilities of TransUnion and Neustar enable our clients to solve the biggest challenges they face at every step of the marketing process leveraging an industry-leading and newly enhanced identity infrastructure,” said Michael Schoen, executive vice president of marketing solutions at TransUnion. “These TruAudience capabilities transform the quality of our clients’ consumer data, improve their ability to attract and acquire customers across channels, and help them continuously measure and improve the return on their marketing investments.”

 More specifically, TruAudience suite of marketing solutions includes: 

• Data hygiene and enrichment
• Audience segmentation, creation, and syndication
• Measurement and attribution
• Data collaboration/Clean room
• Credit-informed marketing

In addition, TruAudience now leverages the proprietary data ecosystems of TransUnion and Neustar spanning 200 authoritative data sources including data from over 16 billion monthly phone signals, offline consumer data covering over 125 million U.S. households, and data spanning 10 billion real-time digital interactions daily. 

This expansive consumer data is onboarded, linked, and validated by TransUnion’s identity graph platform, (previously known as OneID from Neustar) to enable TruAudience clients to continuously cleanse and enrich their first-party data, deepen their consumer insights, and improve the accuracy of their audience segmentation, targeting, and measurement strategies. 

“The integration of the Neustar marketing product portfolio into TruAudience marketing solutions is a major milestone in the integration of TransUnion's acquisition of Neustar,” said Matt Spiegel, executive vice president and head of the media and entertainment business at TransUnion. “We know the future of personalized marketing starts with a detailed understanding of individual and household identity and we are confident that TruAudience delivers that intelligence. Just as importantly, we have a suite of products built on top of that identity infrastructure that enables marketing investments to be more precise, relevant, and effective.”

For more information about TruAudience marketing solutions, visit www.transunion.com/truaudience.

NEVADA CITY, Calif.—Telestream has announced that Anne-Louise Buick has been named senior vice president of marketing.

Buick joins the 25-year-old company following a decade of acquisition, transformation, and significant growth that has significantly expanded Telestream’s operations as a leader in workflow automation, media processing, video quality monitoring, and test and synchronization solutions for the production and distribution of video. 

Most recently Buick led worldwide field, channel, and demand marketing at Avid as vice president of global revenue marketing. Her 20-year career in media and entertainment technology marketing has also included leadership positions in the TV and Media Division at Ericsson, IP video technology manufacturer Exterity and organizations focused on pay TV and digital archive monetization. She previously served on the board of IABM and is currently on the advisory board of the Marketing Leaders Circle, and Rise – a group focused on equality and diversity in the broadcast industry, and she has been an active mentor in the Rise mentoring program since its inception. Buick is based in Scotland.

“Anne-Louise will be an incredible partner in driving a high-performing marketing function to support Telestream’s next phase of growth,” explained Telestream president and COO Jon Wilson said. “Her global expertise and past successes will be invaluable as we help our customers evolve to meet new opportunities and take our innovations into new markets.”

“Telestream has built an incredible reputation by partnering with its customers to move the industry forward,” Buick said. “They’ve managed to remain humble, and maintain a positive, inclusive culture even as they transformed into the powerhouse they are today. I look forward to helping Telestream realize the investment in that transformation.”

NEW YORK—While the popularity of streaming content among consumers is transforming the way people access their favorite shows, it is important for marketers, TV stations and advertisers to understand that there are differences in streaming activity, especially at the local level, according to a new article from ratings service Nielsen.

The article, “Streaming: Friend or Foe to Local Markets” published in the Sept. 16 edition of Nielsen Newswire, examines research from the organization’s latest “Local Watch Report” on the streaming activity of U.S. adults.

The piece puts streaming into perspective by comparing the time spent daily viewing non-linear content delivered over the top to that spent with linear TV, 57 minutes vs. two hours and 42 minutes.

Regardless of the difference, however, the article notes “there’s no denying the growing reach of streaming across the U.S.,” adding that the increase in streaming is uneven across regions and markets.

The article points to southern U.S. markets as an example. Over the past couple of years, device streaming device ownership in the south has outpaced all other regions.

Quoting Nielsen’s Q2 2019 “Streaming Meter Data Insights Report,” the article also notes that non-linear content from local stations accounts for 20% to 30% of all on-demand video streaming content.

The opportunity for local stations to leverage streaming is greater still, it notes. The linear content of local stations “is also increasingly being included in streams from vMVPDs (virtual multichannel video programming distributors)—and vMVPD adoption is rising.”

The article points out that local stations in LPM (local people meter) markets have an opportunity to benefit from this adoption because households in these markets, which represent about half of all U.S. households, spend the greatest amount of time streaming non-linear content to their TVs—exceeding the national average.

The same is true for stations serving small and mid-sized markets measured by set meters, according to the piece.

While offering stations a reason to leverage this form of distribution for local content, the access to a streaming device doesn’t “always correlate with usage,” which the article points out is a “critical consideration” that local stations must weigh when deciding where to invest in digital.

The article concludes by pointing out that it’s easy to make assumptions and generalize about the fast-growing streaming market. But such assumptions, like the greater popularity of streaming among millennials versus older adults, aren’t necessarily true if looked at on a market-by-market basis.

Thus, if stations, advertisers and marketers are to capitalize on the opportunities presented by streaming, they need a better understanding of the market, particularly on local level, it concludes.

The article is available online.