Connected TV Is Huge, Now Connect The Dots: Nielsen’s Ferguson

Connected TV has gained massive consumer penetration. Now comes the monetization part. In this video interview with Beet.TV, Eric Ferguson, Nielsen VP media analytics, reveals the sheer scale at which over-the-top TV devices have gained US traction: “238 million Americans in a given month have access to a Connected TV device.” “That’s almost 80% of all […]

 
 

Why Scale Matters For OTT Ads: Tru Optik’s Wiesenfeld

Compared with the outgoing medium of linear, analog TV, internet-connected over-the-top (OTT) transmission seems to offer unrivalled opportunity for advertisers to target and measure their ads, and to attribute those ads through to business lifts. But that opportunity could be squandered if marketers don’t use technology which has full sight of the addressable market. That […]

 
 

FreeWheel Unifies A+E’s Ad Decisioning

A 1980s TV commercial for the combined shampoo-and-conditioner Wash & Go made famous the catchphrase: “Take two bottles in to the shower?!” Now ad-tech firm FreeWheel is effectively uniting the “shampoo” and “conditioner” of TV ad sales – creating a unified product in which A+E Networks can manage two different kinds of ads. Comcast-owned FreeWheel has […]

 
 

For MVPDs, Third-Party Video Can Drive Broadband Profit: Searchlight’s Glatt

As subscription video-on-demand services have gained enormous up-take with consumers, traditional cable companies feel threatened enough to launch their own takes on the online bundle. But what if, for a cable provider, video wasn’t the thing worth paying for at all? What if market evolution suggests MVPDs should open their platforms to the new competition, […]

 
 

Are Transparency Woes Coming To TV?: Webbula’s Egeth

While the world of online ad targeting was suffering from fraud and transparency concerns, television held its head up high. If digital was being exposed to dark data tactics, good ‘ol TV seemed altogether cleaner. But what happens when TV becomes digital, when even linear TV ads start getting targeting using data obtained from virtual warehouses […]

 
 

After WPP, Moore Helms New Ad ID Initiative BritePool

He already showed he can start a marketing technology company that goes large. Can he do it again? David J. Moore, who sold his 24/7 RealMedia to WPP in 2007 and remained in the agency group in several roles, now has a new gig – and he says it combines the best interests of consumers […]

 
 

Mithera’s Feldman Backs Tru Optik To Ride OTT Wave

It may not have imagined numbers this big when it started out in Stamford, CT, six years ago, but Tru Optik – the tech vendor which helps ad buyers target and measure ads through connected TV platforms, now has technology tentacles in 80 million US homes. That scale has just brought another investment round, totalling […]

 
 

Credit Score Giant TransUnion Making Moves in Media Sector, Matt Spiegel explains

In 2019, more audiences and more regulators than ever before are concerned about how consumer data is being pieced together from various sources to track and target potential customers. That comes after Facebook, suffering its own Cambridge Analytica scandal, last year shut Partner Categories, the program which it allowed advertisers to target ads using customer […]

 
 

Coming This Year – Programmatic Linear TV: MediaMath’s Fisher

The collection of modern, automated ad trading practices known as “programmatic” may seem to sit with natively digital media. But, little by little, other platforms are getting lit up with these new tricks, too. That’s why the man who heads MediaMath’s video operations expects programmatic to hit TV in a much bigger way. “I think […]

 
 

TV Is A Performance Channel, Too: TVSquared’s Kinsella

According to the accepted depiction of the marketing “funnel”, television is a medium marketers best use to drive initial brand awareness. But that is only because, without access to return-path data, TV has never been able to boast the kinds of user attribution that new digital media do. Now that TVs have got connected, however, […]

 
 

SVOD Fatigue Could Prove Costly: WPP’s Irwin Gotlieb

US pay-TV adoption is at its lowest rate since 2007, according to Leichtman Research Group. Fifty-nine percent of homes which get TV over antennae now also subscribe to subscription video-on-demand, according to Nielsen. US households are nearing three SVOD subscriptions per household, according to Ampere Analysis. Whichever numbers you look at, subscription TV over internet is […]

 
 

Agencies Can Go Deeper With In-Housing Brands: Publicis’ Lin

ORLANDO  –  In the age when brand marketers can use cloud-based tools to carry out many of the functions of their media agencies, the prospect of disintermediation seems to pose a risk to the historic agency model. But that is a challenge agencies are now trying to respond to. In this video interview with Beet.TV, Helen […]

 
 

Smart Agencies Embrace In-Housing: VMLY&R’s Cook

ORLANDO – The growing number of brands choosing to undertake the traditional functions of their ad agencies under their own roof may seem to pose a threat. After all, the number of US brands which have launched in-house agencies has reached 78% – up from 58% in 2013, according to the ANA’s In-House Agency Report. But […]

 
 

How GSK Is In-Housing More Media: Grenz

It is only a few months since one of the world’s largest pharmaceuticals awarded its latest international media agency contract. But now GSK is the latest big brand to pull some of the traditional functions of an ad agency in-house. In this video interview with Beet.TV, Scott Grenz, GSK VP and global head of media, […]

 
 

How OTT Will Clean Up The Ad Experience: GroupM’s Castree

As subscription VOD services embed a culture of ad-free consumption, how can TV companies reconfigure the commercial break? Over the last two years, TV networks have wrestled with that question, as booming VOD subscriptions has gone hand-in-hand with growing consumer frustration toward excess interruption. For one of the leading media agencies’ north America bosses, the […]

 
 

How Addressable Will Scale In 2019: MODI Media’s Cestaro

eMarketer forecasts that ad spending on addressable TV platforms (those which allow buyers to target viewers or households) will constitute 3.7% of total US TV ad spend in 2019, an overall market which is now otherwise in marginal decline. If the new technology is going to help restore growth to TV ad revenue, it is […]

 
 

How Brands Get To Outcome-Based Ads: Xaxis’ Bidon

Sooner or later, every marketing campaign comes down to one thing – selling more. But, somewhere along the line, digital advertising became about the steps along the journey, rather than the destination itself. That is why Xaxis, WPP’s programmatic-focused division, is now predicating its offerings on the outcomes marketers want to achieve. In this video […]

 
 

Dynamic Creative Optimization Is Back In Media’s Orbit: MightyHive’s Pete Kim

The idea of assembling a different ad, from multiple constituent pieces of content, for each individual audience member, depending on their targetable characteristics, goes back some way. Somehow, though, “dynamic creative optimization” (DCO) never quite seemed to hit prime-time – until now. After years on the sidelines, suddenly ad industry executives are back talking about […]

 
 

Decline Of News Supply Could Hurt Marketers: GroupM’s Montgomery

Around the world, news organizations are being caught in a perilous pincer movement. On the one hand, many consumers are now ebbing away from classical news outlets, instead getting their information through social platforms. On the other, advertisers are following suit – alarmed at either the consumer migration or the increasingly downbeat tenor of news […]

 
 

NBCU, Sky Unify Audience Studio & AdSmart To Tap Global Brands

One was launched seven years ago, bringing targeted TV ads to individual households before the practice was even known as “addressable”. The other appeared in 2016, tying together four suites for buying ads across devices. Now Comcast is merging NBCUniversal’s Audience Studio with Sky’s AdSmart, after the owner acquired the European pay-TV company last year. […]

 
1 2 3 107