OMD’s de Nardis Enthuses About VR, Driverless Tech and IOT

LAS VEGAS – Even if there’s no disruption at CES there’s always good reasons for media agencies and their clients to meet “on nice, neutral ground,” says OMD Worldwide CEO Mainardo de Nardis. This year is no exception. “It’s all about innovation, even in years like this when there hasn’t been something terribly disruptive to […]

 
 

Adobe’s Foster: Brands Should Focus More On What Consumers Want

LAS VEGAS – To genuinely personalize today’s customer experience, marketers and agencies need to take a step back from the oceans of data at their fingertips. They should revisit the past and reacquaint themselves with some marketing basics, according to Adobe Video Solution’s Campbell Foster. “Too often, marketers forget about marketing 101,” the company’s Director […]

 
 

CES Sessions: Parsing Ad Load Limits With 605, NBCUniversal, Omnicom And Turner

LAS VEGAS – Fewer but more impactful and relevant ads per commercial break aren’t going to happen overnight. But it’s the beginning of a road the industry must start to travel so as not to lose both current and future viewers of linear television. This was the consensus of media sellers and audience targeting specialists […]

 
 

CES Sessions: 605’s CEO Dolan Builds On Cable Industry Roots In Addressable Linear TV

LAS VEGAS – Although the Dolan family sold Cablevision Systems last summer, they have continued to stay close to the industry and are building on their experience in the new venture they’ve named 605. Television programmers and cable operators will be among the first to benefit from 605 CEO Kristin Dolan’s longtime involvement with addressable linear […]

 
 

Omnicom Experimenting With Versioning Of TV Ads In National Units

LAS VEGAS – Until addressable television advertising achieves greater national scale with less system-by-system logistics, what excites Omnicom Media Group’s Chris Geraci is the potential versioning of commercials. It would involve having versions of creative within a national commercial unit to appeal to different households. “We’re just beginning to experiment with one company that’s involved […]

 
 

IBM’s Watson Ads Solution To Expand Beyond Weather Company Assets

LAS VEGAS – Watson Ads, the cognitive advertising product that’s been available to brands exclusivity within The Weather Company app and on weather.com, will be released for wider use in apps and on websites sites later this quarter. In the meantime, in an interview at CES 2017 with Beet.TV, Weather Company CEO and GM Cameron […]

 
 

Turner’s Strober Explains Advanced Linear TV Audience Targeting

LAS VEGAS – Turns out you don’t have to be on Wall Street to run a futures market. It’s happening every day in the traditional linear television business, according to Turner’s EVP of Client Strategy & Ad Innovation. “Unlike digital, we’re actually working in a futures market,” says Michael Strober by way of explaining Turner’s audience […]

 
 

Predictive TV Targets Purchasers, Not Demos: Simulmedia’s Zimbalist

LAS VEGAS – People who are fixated on the future of television are missing a great opportunity to mine linear TV right now. And best prospecting asset is a marketer’s own first-party data. That’s the worldview of Michael Zimbalist, CMO of marketing technology company Simulmedia, as he takes in the activities at CES 2017. “The […]

 
 

Focusing On Video Outcomes Cures ‘A Lot Of Ills And Worries’: Eyeview’s Harnevo

LAS VEGAS – Is the advertising industry stuck on so-called intermediate metrics when judging the performance of their video campaigns? Oren Harnevo thinks so. The CEO and Co-Founder of Eyeview believes there’s no substitute for actual outcomes, meaning a person sees a video and then buys something. “A lot of the video campaigns you see […]

 
 

Great Creative Is ‘Table Stakes’ As Clients Seek Insights, Knowledge: TBWA’s Ruhanen

LAS VEGAS – Creative agencies are managing a transition from a service culture to a knowledge culture. Along the way, the heretofore trusty 30-second television spot has yielded to a continual search for the most appropriate video format and accompanying production budget, according to Troy Ruhanen, the CEO of TBWA. “I think a lot of […]

 
 

comScore’s Fulgoni On Internet-Connected Devices And The Future of Media Research

LAS VEGAS – While running Information Resources Inc. beginning in 1980, Gian Fulgoni had an insider’s view of the consumer research business. With comScore now measuring some 120,000 Internet-connected devices within U.S. households, he sees the future of media research requiring lots of cooperation and less reliance on panels. The company’s technology is now in […]

 
 

OMD’s Oasis Guides Clients Through Immersive Technologies

LAS VEGAS – An oasis is defined as a fertile spot in a desert where water is found. OMD’s Oasis encampment at CES 2017 provides a similar function, but one based more on providing strategic direction than liquid sustenance. “From year to year, the changes are enormous, overwhelming,” observes Monica Karo, the CEO of OMD […]

 
 

Future Viewership Behavior Key Focus For Marketers: Mediavest | Spark’s Terkelsen

LAS VEGAS – At CES, media agencies assume the dual role of soothsayer and gardener. That’s because their clients come to the extravaganza with one main objective. “Show me what the future is going to be,” is how Brian Terkelsen, the Global President of Mediavest | Spark, explains it during a break in the activity. […]

 
 

Havas’ Kinsella: As Agencies Rush To Data, How Deep Is Too Deep?

Is there such a thing as too much data in advertising and media? Quite possibly, according to the CEO of Havas North America. “I still see an incredible rush to data,” says Colin Kinsella, noting the trend of agency holding companies combining their data assets and building “these incredibly large organizations” around said data. He […]

 
 

GroupM’s Norman: Consumer Entertainment Choices A ‘Complicated Puzzle’

One expects to see faster chipsets from the NVIDIAs and Qualcomms of the world at CES 2017, plus more dazzling television screens. But for TV programmers, a lot of the action will focus on skinny bundles and trying to figure out how consumers will figure out their individual relationships with entertainment content. This is the […]

 
 

Consumers Don’t Want Dysfunction In Their Tech Choices: UM’s Richardson

A world without friction or seams probably won’t ever happen, even though consumers seek it constantly. In the meantime, marketers need to focus on the technologies that are showing signs of progress, whether it’s with augmented/virtual reality, artificial intelligence or eyeglass video. “I think one of the challenges that we’ve still got with that technology […]

 
 

Kawaja on AT&T/Invidi Deal, Adobe/TubeMogul and Accelerated Consolidation in the Year Ahead

Following a record year for mergers and acquisitions in the digital advertising and media space, “the volume is going to continue” in 2017. That’s the forecast from LUMA Partners Founder & CEO Terry Kawaja, whose advice for startups in the artificial and virtual reality space—plus the Internet of things—is don’t be too early. In an […]

 
 

Beet Retreat Explores Pain Points Of Cross-Platform Measurement w/ Google, Charter, Adobe, Comcast

MIAMI – When the subject is unified audience measurement across viewing platforms, expect metaphors to abound. “Putting lipstick on a pig,” “Chicken and the egg” and “Push the envelope” are among them. And so it was during a panel discussion at the recent Beet.TV. Retreat 2016 as a panel of experts from across the video […]

 
 

Voice Recognition For TV ‘The New Battlefront’: OMD USA’s Winkler

Pure programmatic buying of television ads in a real-time, automated fashion is not happening at any kind of scale today and probably won’t for a few years, according to the Chief Investment Officer for OMD USA. However, “A lot of the benefits from programmatic thinking are starting to come into the marketplace, mostly through the […]

 
 

GroupM’s Rob Norman: Viewability Not Acceptable in Feed-Based Environments

While digital ad viewability probably won’t be the “topic de jure” at CES 2017, GroupM is taking into account modifiers for U.S. feed-based video advertising as it takes its own viewability standards global, according to Chief Digital Officer Rob Norman. “It’s pretty well known that the GroupM viewability standards aren’t met by feed-based environments,” Norman […]

 
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