While publishers seek a direct, simplified means to sell video inventory, like television, the reality is a bifurcated world where advertisers seek to buy in a range of electronic marketplaces, observes Michael Greene, Analyst at Forrester Research in this interview with Beet.TV.
Greene was a panelist at the August 23 Beet.TV Video Leadership webcast.
Andy Plesser
CANNES – Creating better television ad experiences for viewers seems to be a never-ending conversation for agencies, brands and publishers. But judging from a panel at the Cannes International Festival of Creativity, ad relevance and personalization is expected to vary widely by platform and provider for the foreseeable future. Reasons for the variations include corporate […]
Amid all the hubbub about “omni-channel” marketing, if there’s one agency that should be best placed to execute on the opportunity, it is surely the one with “omni” in its very company name. As if that was not enough, however, Omnicom Group has just launched a new software suite for delivering a single-customer-view across all […]
CANNES — Many in the ad industry are pointing the finger inward, blaming the sector for alienating audiences through the over- and extreme use of targeting technology. That kind of consensus is forming, with executives promising to rebalance the audience relationship through better messaging. Still, even as the industry looks to correct itself, it is […]
CANNES — Together, they have partnered to raise the bar for addressable TV advertising, the new practice through which ad buyers can target viewers down to the household level. So, what do Sky and Finecast think is the future for addressable? Sky is the UK’s leading pay-TV provider, whose AdSmart was one of the world’s […]
For some advertising holding companies, transformation means pruning or consolidating assets accumulated over the last several decades. For IPG, it means paying $2 billion for consumer data giant Acxiom Marketing Solutions and its assets in more than 30 countries. “We believe that the future of marketing and not just media is data driven, and that […]
CANNES – Marketing departments need to think more like business owners as opposed to captains or coaches if they want their businesses to grow. That’s one of the early findings in the latest iteration of Marketing2020, which is led by Kantar Vermeer and the Association of National Advertisers (ANA), among others. Kantar has been collaborating […]
CANNES – Even as the U.S. advertising and media industry seeks to move beyond legacy television viewing metrics from Nielsen, the company is embedding itself in data decisioning abroad. Australia and Hong Kong are two illustrative examples of its activity in 54 markets, as explained by Toni Petra, EVP of Nielsen Watch. Nielsen is about […]
CANNES – Innovative video advertising formats are on the upswing, creating the potential for “new-ad format fatigue” and the measurement challenges that accompany them. But if you can get marketer procurement people on board with the concept, that upswing could broaden considerably. These are among the takeaways from a panel discussion at the 2018 Cannes […]
It is now over a year since some US TV networks came together to strive for commonality in how they tap the opportunity of advanced TV ad targeting. Now, it seems, they want to kick it up in to the next gear. Last year, Fox, Turner and Viacom teamed to co-found OpenAP, a new consortium to […]
CANNES – Just because Joe Marchese is probably the most outspoken advocate for reducing video advertising load and giving consumers more choices doesn’t mean he’s naïve about the challenges involved. Give him 20 minutes to explain those hurdles and lunar landings can seem simpler to achieve. Such was the case at the 2018 Cannes Lions […]