Unlocking National TV For Addressable: Cadent’s Michael Bologna

Nevermind the naysayers – addressable TV device capability is here, it’s real and it is rolled out at scale. Now vendors just want more TV shows to open up to run advanced ads. That is according to an executive who thinks critics of the emerging opportunity are wrong. Addressable TV, which gives brands the ability […]

 
 

D2C Tactics Scale Up To Big Brands: NBCU’s Brian Norris

Over the last year, TV networks have been bending over themselves to provide the capabilities demanded by the fastest-growing segment of new advertisers – smaller, “direct-to-consumer” brands. But it turns out those same capabilities may also trickle up to the big brands that were more commonly thought of as TV advertisers. That is according to […]

 
 

News Blacklisting By Brands Going In To Overdrive: WSJ Investigation

You don’t need to tell Beet.TV how problematic it can be when advertisers, seeking “brand safety”, use keyword-based blacklists to ensure they don’t get placed against certain news stories or even whole sites. This March, we ran a whole series – Why News in Today’s Marketplace – on how news publishers were arguing for their […]

 
 

Industry Must Distinguish Addressable From Data-Driven: DISH’s Robertson

The old dog is getting taught a lot of new tricks – but each of them is different. The world of enhanced TV capabilities needs better understanding. That is according to one TV ad executive whose company has been a pioneer in the emerging space. In this video interview with Beet.TV, DISH Media’s partnerships GM […]

 
 

TV Measurement Can Restore Ad Spend Growth: NCC’s Ivins

US TV ad spending is forecast by eMarketer to decline by 2.2% through 2019, thanks partly to a lack of big advertising events. Next year’s presidential election will move the needle back up, but most people agree that TV ad spending is plateauing somewhat. What can restore positive momentum? Showing advertisers how TV advertising really […]

 
 

How To Advertise TV Shows & Movies: Comcast’s Rothwell

In an age of content abundance, gaining cut-through seems harder than ever. So, how should media and entertainment companies best use advertising to drive attention for their new releases? Over a sustained period, across platforms and using a targeted approach, according to James Rothwell, Comcast VP, Global Agency, Brand & Industry Relations for Comcast Spotlight, which […]

 
 

Mixing Advertisers’ Competing Metrics A Challenge For Publishers: Amobee’s Stacy Daft

Across the industry, TV companies are moving to respond to advertisers’ growing demand to change the way they buy. Increasingly, ad buyers want to be guaranteed outcomes based on their actual campaign outcomes. But, with different advertisers each having unique different outcomes and measurement metrics for them, how can a TV platform manage the proliferating […]

 
 

Do The Math: GroupM’s Castree Wants Measurement Agreements

How detailed do you want to be about the way you measure your media effectiveness? And how can you patch together technology infrastructure to get you there? That was the subject of a conversation between Tim Castree, GroupM north America CEO, and Howard Shimmel, president of his own Janus Strategy & Insights at Beet Retreat […]

 
 

TV Programmers ‘Leaning In’ To Data-Driven TV: Nielsen’s Abcarian

Over the last few years of growth in data-fuelled, personalized TV advertising, one truth has been clear – the possibilities are great, but the proportion of programmatic spend within overall US TV ad spend is forecast to remain small. eMarketer puts that figure at 5% of the total in 2019. That opens up a disconnect […]

 
 

Three Steps To The Converged Ad Agency: Amobee’s Smolin

The technology is in place, now ad agencies need to use it to better approach the opportunities afforded by advanced TV ad targeting. Fortunately, many ad agencies are now putting together the pieces involving audience data sets and software tools, according to Philip Smolin. “We’re seeing a number of agencies that are on the leading […]

 
 

Giving Local TV Digital Super-Powers: Comcast Spotlight’s Condon

Local TV may be commonly thought of as that linear channel from which advertisers are retreating to digital – but Brendaon Condon says it doesn’t have to be that way. The chief revenue officer at Comcast Spotlight, Comcast Cable’s ad sales unit, says he can help bring ad spend back to local cable – by […]

 
 

WideOrbit’s Zinsmeister Greets ‘Nervous’ Industry With Buy-Side Automation

It is the company that has long offered the infrastructure for local TV networks’ ad management around the US. Now WideOrbit wants to service ad buyers, too. The San Francisco-based company offers a software platform that handles scheduling, billing, content management and invoicing for mostly local TV ads. “It really is the infrastructure of the […]

 
 

Putting “Attention” Back In The Driving Seat: Joe Marchese on His New Moves

The idea of “the attention economy” is at least a couple of decades old. This Wired story introduced the early digerati to the concept in 1997, though it had already been circulating in several forms since the 1970s. Yet, fast-forward to 2019, and it seems proliferating content plus diminishing, an obsession with data and ad […]

 
 

Attribution Bringing Ad Spend Back To Local TV: TVSquared’s Kinsella

Local TV ad sales execs, in recent years, have come under pressure from online channels that can prove their worth and from national TV that can deliver mass-reach campaigns. But the emergence of digital attribution technologies plugged in to local TV ad sales now promises to bring ad spending back to local TV operators. That […]

 
 

Swartz’s Four Takeaways From Beet Retreat In The City

After 11 sessions, audience debate and a reception at the new headquarters of GroupM Worldwide at f the World Trade Center, what did it all boil down to? On August 7, Beet.TV convened executives from advertising, media and technology companies for Beet Retreat in the City, “We’re Going Local!”, an afternoon of hashing-out how new […]

 
 

Local Media Will Propel Addressable TV Spending: MTM’s Jon Watts

Why would an advertiser want to precision-target individual TV-viewing households when who they really want to reach is…  everybody? That is a key question being asked of the emerging technology of “addressable TV”, which supports such targeting. eMarketer has revised down its 2019 forecast for US addressable TV ad spending, from the earlier $2.54bn to […]

 
 

Beyond Cars, Comcast’s Instant Impact Goes Large: Brendan Condon

What happens on the road can also go off-road. That is what Comcast Cable’s Spotlight ad sales division is thinking about one of the software suites it launched to power new-wave TV ads. The group’s Instant Impact is an analytics platform that shows the impact on web traffic from airing an ad on Comcast, within 30 […]

 
 

As Viewers Turn Off, TV Targeting Can Boost Ad Sales: Janus’ Shimmel

How do you generate more revenue when one of your main customer groups is turning away in droves? Offer something wonderful to your other key customer group. As US TV viewership declines, more companies are coming to think of the new capability of advanced viewer targeting as a way to ratchet up advertiser value from those […]

 
 

D2C Brands Use TV To Measure Web Visits: CBS’s Ross

They may be natively digital, but the new wave of direct-to-consumer (D2C) ecommerce brands is being built, in large part, through advertising on television. And one major TV network’s ad sales chief says the old box in the corner can give these sorts of brands the digital capabilities they need. “If you look at something […]

 
 

Local Cable Operators Can Excel At Addressable: EY’s Balis

TV platforms have been gaining super-powers which allow them to help advertisers precision-target individual households and control their ad frequency. Until now, it has been mostly the large national networks and OTT platforms benefitting from the new tools. But local players don’t have to be left out. In this video interview with Beet.TV, Janet Balis, […]

 
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