VAB

#MarchMadness is once again a massive stage for advertisers—but where your ad runs is only part of the final score. As brands like Dick’s Sporting Goods and Nike show this year, impact comes from creative that tells a story, taps emotion, and connects to culture—not just placement alone. Their star‑powered, basketball‑first approach leans into aspiration, fun, and shared moments that pull viewers in, even beyond hardcore fans. That’s the real takeaway from March Madness: ✅ Storytelling matters ✅ Emotional connection drives attention ✅ Cultural relevance fuels outcomes In moments when audiences are fully engaged, great creative doesn’t just grab attention—it drives outcomes. Read the full article from Marketing Brew here: https://lnkd.in/e-zdh3UG

Your CTV impressions should work as hard as you do. 💪 We sat down with Benjamin Vandegrift, VAB’s SVP of Measurement Strategy & Innovation, and Yan Liu, CEO & Co‑Founder of TVision, to unpack where the hardest‑working CTV impressions actually live—and how marketers can avoid paying for “lazy” impressions. The takeaway? Not all impressions deliver equal attention, engagement, or impact. Want to dig deeper? Download the full report and explore The Impression Gap to see what truly works harder on CTV. 👇 ⬇️ https://lnkd.in/evu6Ve2B

🚨‼️BREAKING NEWS: VAB's study "The Lead Story" found that potential voters are nearly 3 times more likely to believe social media platforms provide fake or misleading information compared to TV news.   When it comes to verified, accountable reporting, TV News remains the trusted counterweight during major political moments. Want the full scoop? Checkout the report! https://lnkd.in/eDXiGv53

It's VAB's 12th year analyzing the streaming marketplace—and the story keeps growing. So, what are we seeing in 2026? Ad‑supported streaming is hitting new heights.🚀 In our latest report, we spotlight 26 essential insights shaping the streaming landscape—from viewer behaviors and device usage to platform dynamics and why content quality matters more than ever. Download the report to explore how these forces are reshaping the streaming marketplace! https://lnkd.in/ehgQ9sY3

From frequency management to tying creative performance directly to outcomes, the future of measurement isn’t just about reach—it’s about impact. Today at CIMM East, Benjamin Vandegrift, VAB ’s SVP of Measurement Strategy & Innovation, left us with a key takeaway: “If you’re a brand, how are you talking to audiences? With your creative. That’s the window into who you are as a brand and how you’re talking to people. As we move into more creative versioning—whether in linear or across all other distribution platforms—how important is it for advertisers to know how each different creative is hitting audiences? Frequency management, and ultimately the ability to tie it to outcomes, is what matters most.” The message is clear: knowing what works, with whom, and why is what ultimately drives results.

It’s the final countdown! 🎉 Come see us at CIMM East today at 10:20 AM EST as Benjamin Vandegrift, VAB’s SVP of Measurement Strategy & Innovation, takes the stage for “Counting What Counts: The Future of TV Advertising Measurement.” 🎤 We can’t wait to dive into how measurement is evolving, what’s next for TV advertising, and why getting it right has never been more important.

As Women’s History Month comes to a close, we're celebrating the iconic female characters in TV and film who have shaped pop culture, inspired audiences, and powered our industry forward. These women have delivered unforgettable life lessons, shared words of wisdom, led with confidence, and always got the job done—in style. Check out Team VAB’s take on the fictional characters whose on‑screen impact continues to influence us in very real ways.

AI is changing how people discover and shop for products, but the experience is still very much evolving. OpenAI recently shifted its approach inside ChatGPT, moving away from Instant Checkout and instead giving retailers more control over how the purchase actually happens.   Now, brands can either send users to their own sites or build out experiences within ChatGPT, while the platform leans more into helping people explore and compare products through things like visual browsing and side-by-side views.   This shift highlights how AI is becoming a key gateway for discovery, but success depends on how well brands structure and present their data within these systems.   That’s exactly what VAB explores in our latest report, “What is AI Fluency.”   In the report, you’ll learn how to build a stronger foundation in AI across: 🤖 What is Artificial Intelligence (AI)? 📊 What are common data sources fueling AI? 🔐 Are there best practices for managing data responsibly? 📢 How are marketers utilizing AI? As AI continues to shape discovery, understanding how these systems work is becoming essential.   Read the full article: https://lnkd.in/eJNTssTi Download the full report: https://lnkd.in/eCJ-pVBK

As the call for trustworthy, transparent currency continues to dominate the industry conversation, Puck sums up the current state of affairs. "Each month, Nielsen—and more specifically, the Nielsen Gauge—produces reams of data on total viewership across streaming, broadcast, and cable, providing a sort of running tally of who’s up and down. Last June, for instance, Nielsen reported that streaming had officially eclipsed linear TV (broadcast plus cable) for the first time—a milestone that made headlines across the trades. Then, in February, something strange happened: Nielsen delayed its monthly report, seemingly at the behest of streamers who’d freaked out about a dramatic drop in their viewership numbers following a methodology tweak. As Fox Sports strategy chief Michael Mulvihill wrote on X, 'The streamers whined and Nielsen caved.'" As the conversation develops, VAB will continue advocating for neutral, fair measurement practices that reflect reality, not convenience. Read the full article here: https://lnkd.in/eXnTeTXa

Join us at CIMM East next week on March 31st at 10:15 AM EST as Benjamin Vandegrift, VAB's SVP of Measurement Strategy & Innovation, takes the stage for “Counting What Counts: The Future of TV Advertising Measurement.”🎤 Don’t miss this timely conversation on the difference between counting and measurement, the growing importance of creative identifiers and watermarking, and what these innovations mean for the future of TV measurement. Looking forward to seeing you there! 🎉