4C’s Goldman Sees Ad Opportunity Become Reality

LAS VEGAS — The tectonic plates of the ad-tech ecosystem have shifted in to alignment, allowing now advertisers to do many of the newfangled techniques that have been talked about for years. That’s according to one media-tech exec whose company just passed some milestones of its own. 4C Insights ingests social media platform data and TV ad data […]

 
 

Discovery’s Garfield Aims To Extend Linear Optimization To Digital

LAS VEGAS — Discovery Communications already has its own data management and optimisation platform for linear TV ad trading. Now it wants to bring it back to digital, too. “Discovery Engage, which is our linear optimisation platform, we started on the linear side,” Discovery Communication data analytics VP Sam Garfield tells beet.TV in this video interview. “We’re […]

 
 

Live Has Arrived – Young Turks’ Uygur Breaks New Ground

LAS VEGAS — It began as a live radio show, before the digital age forced it in to an on-demand box. But now The Young Turks, a video broadcaster producing progressive politics commentary, is set to make hay from a return to its live roots. Sixteen years ago, co-founder Cenk Uygur launched The Young Turks on […]

 
 

OMD’s Mendonça Weighs Addressable ‘Holy Grail’ And EU Prviacy

LAS VEGAS — The age of addressability is upon us, promising clients laser-targeted audience relevance – but the power will come at a price, and the potential must be carefully executed against imminent new European legislation. That is according to one ad agency boss now helping clients understand and benefit from the changes. “We are definitely entering […]

 
 

AI Ads Are Ready For Prime-Time: OMD’s Edwards

LAS VEGAS — Artificial intelligence will come to play an increasingly important role in the decisioning and consumption of digital content and advertising, according to one of communications agency OMD‘s big thinkers. In this video interview with Beet.TV, OMD strategy and product development director Jean-Paul Edwards says AI is nothing new – but it is now ready […]

 
 

Time Inc’s Murray Eyes Cross-Brand Content For Digital Age

LAS VEGAS — Over the two decades that magazines have been embracing the web, the strategy for many has flip-flopped between two models – showcasing existing magazine titles and a portal roll-up of content from across those titles. Time Inc thinks it has done pretty well at converting its magazines to digital. Now it wants to tap their […]

 
 

Renault Will Shift To Addressable TV Ads By 2019

LAS VEGAS — Auto maker Renault has a plan to move away from traditional, inefficient mass advertising to consumer-targeted ads within two years, including on TV. Speaking at the Consumer Electronics Show, Renault marketing communications VP Bastien Schupp told Beet.TV: “Moving from mass marketing to marketing to individuals is one of the key challenges for us in the next two to […]

 
 

Facebook Working On TV-Style Ad Units, Blodget Says

LAS VEGAS — Facebook is working with publishers to develop a new style of social video ad format that will look and scale like TV. That’s according to the head of one of the publishers involved in the process, Business Insider CEO Henry Blodget. “Facebook is now designing new units for social video,” Blodget told Beet.TV […]

 
 

How OMD’s Cuthbert Delivers In ‘The Age Of Addressability’

LAS VEGAS — The idea that advertisers can use TV to deliver personalised messaging, tailored for individual consumers, is no longer just an idea – it is here and now, according to one ad agency boss. “We are in the age of addressability, it’s here,” OMD EMEA chief digital officer Blake Cuthbert tells Beet.TV in this video interview. […]

 
 

Facebook’s Schachtel Eyes Expanding Live Video Ad Test

LAS VEGAS — Facebook is testing advertising inside its Facebook Live live broadcasting system, and is planning to grow the number of ads served this year. Facebook global technology and telecom strategy director Jane Schachtel revealed the plans to Beet.TV in this video interview recorded at the Consumer Electronics Show. “We’re testing, in Facebook Live, short ad breaks,” […]

 
 

Foursquare’s Crowley on the Power of Location Targeting

LAS VEGAS — The future of mobile marketing is not a distant dream – it’s here and now. Whether it is vendors like PlaceIQ or Ubimo, marketers now have ways they can use consumers’ real location data in ad buys. But Foursquare’s founder wants you to know that the pioneering location-sharing app has been offering this capability for […]

 
 

WPP’s Chief Sorrell Aims To Integrate ‘One Firm’

LAS VEGAS —  It is the world’s largest advertising agency holding group. That means WPP operates dozens of owned units, agencies, acquisitions and investments, across the advertising value chain. At time of writing, for example, WPP’s website lists some 400 subsidiaries under its umbrella. CEO Sir Martin Sorrell thinks the situation could stand some tidying up […]

 
 

How BoA Won With Addressable TV: SVP Deming Explains

MIAMI — It’s one of the biggest brands on the block. But, when Bank Of America needed to market a new kind of investment service, it turned to a new kind of advertising. Merrill Edge is BoA’s investment platform for customers that like to control their own investments. And Andrew Deming, BoA’s media leader, says the company […]

 
 

Publicis Media’s Jones On ‘The Power Of One’ In The Era Of Personalization

LAS VEGAS — It’s nearly a year since Tim Jones, then regional CEO of Zenith Optimedia, stepped up to lead Publicis Media’s Americas division after the ad agency group’s latest reorg. But that was the past. What is on Jones’ mind when it comes to the future of media? To find out, Beet.TV caught up with […]

 
 

Addressable TV Innovation Will Start in Europe, Invidi’s CEO Dave Downey

MIAMI — In the future, advertisers could reach individual households with customized, targeted TV ads. In fact, that future is already happening. It’s called “addressable TV”, and recent estimates of the number of addressable US TV households count about 45m properties. So what’s next in the addressable journey? Beet.TV convened a panel of leading exponents to offer […]

 
 

On Addressable TV Execs’ Wishlist: Standards And Scale

MIAMI — Recent estimates of the number of addressable US TV households count about 45m properties. The ability to target individual households with different ads at different times is now real. “Over the last three years, (I’ve done) … 250 campaigns, addressable to the household,” recalls Tracey Scheppach, the former long-time SMG advanced TV exec who recently […]

 
 

Three Trends In Addressable’s 2×2 Roadmap, Acxiom’s Schmitt Sees

MIAMI — Now around 50 million US homes could be at the end of so-called “addressable” TV, giving advertisers a wider canvas on which to paint household-targeted TV ads. What’s next? Eric Schmitt has identified three big changes occurring amid the revolution. The VP of TV at marketing data company Acxiom, in this panel interview with Beet.TV, offers up the […]

 
 

Netflix Will Beat Cable To Mass Addressable: Vertere’s Hanlon

MIAMI — Addressable TV, the idea that brands can target TV viewers at the individual household level using IP connections and data, is growing up, now that it can reportedly target around 50 million US households. But a nationwide footprint is still some way off, many industry execs believe. Tim Hanlon, founder and CEO of […]

 
 

Premium Video’s Evolving Value According to FreeWheel, Integral Ad Science & Mediaocean

What is the value of premium video in the modern marketing mix? Big and growing, according to a three-strong panel assembled by Beet.TV to chew over the latest issues. In this interview, our panelists discuss lingering fraud issues, vendor challenges and the multi-dimensional value of video… Cross-platform brand safety  Brand safety on web may have been […]

 
 

The ‘P Word’ & The Automated Future Of TV: A Panel Debates w/ Videology, Clypd & DataXu

If programmatic advertising technology means automation, what place does programmatic have the in the increasingly digital TV business? Unlike the typical picture of programmatic which most people have, TV ads are sold upfront, ahead of time, rather than in real-time. What could TV possible want with programmatic. A panel convened by Beet.TV discusses the options… […]

 
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