“This is the Year of Addressable TV, It is Totally Transformational” GroupM’s Gotlieb

The opportunity for advertisers to deliver TV ads to specific homes , via cable and satellite boxes and connected TV’s is “totally transformational” and it is happening now, says Irwin Gotlieb, Chairman of  GroupM,  WPP’s media buying umbrella group.  He says the media industry of the future  will see 2015 as the the year that addressable […]


Media Agencies Need to Change: Nielsen’s David Hohman

The business model for media agencies needs to change, says David Hohman, Nielsen’s agency solutions EVP in an interview with Beet.TV. Many agencies still operate according to an old-school billable hours model, but as tech companies and platform vendors bring new services to the marketing and advertising world, media agencies are going to need to evolve faster, […]


Presidential Hopefuls Are Turning To Programmatic TV Ads: YuMe’s McLernon

If you think it is too soon for so-called “programmatic” advertising buying techniques to jump from the web to mainstream television, consider this – the future president of the United States may already be buying TV ads this way. That is according to video ad tech firm YuMe. Its chief revenue officer Scot McLernon concedes that “there is a little bit of hype […]


Partnership Is Fuel For Creativity: MediaLink’s Kassan

Call it alchemy, call it a meeting of minds, but marrying up seemingly-disparate disciplines it the key to unlocking business growth. So says one of the leaders of cross-disciplinary media consultancy MediaLink. “Partnership is what makes this world go around,” according to CEO Michael Kassan. “You need people who are growing toward the same goals. One shop does not fit all […]


Advertisers Can Have Their Cake And Eat It: Simulmedia’s Morgan

Brand TV advertising these days is something of a scattergun approach – you pay to reach large audiences, but you can’t guarantee the distribution will really achieve the desired result. Increasingly emboldened by the guarantees that are offered by online advertising, some TV ad buyers are calling for an improvement. And that is what former Tacoda head honcho Dave Morgan‘s current […]


Media Agencies May Stop Being Agents: GroupM’s Gotlieb

As more and more brands, using empowering new ad tech and marketing software, begin to perform some of the functions of their media agencies, what will be the impact on those agencies? “I frankly don’t know,” ad company GroupM’s chairman Irwin Gotlieb tells Beet.TV in this video interview. “Most agencies were truly agents on behalf of a client. […]


Esurance Leans on Big Brand Strategies And Performance Tactics

As a “challenger brand,” insurance firm Esurance has relied on a combo of brand awareness and performance marketing to grow, says Alan Gellman, Chief Marketing Officer at Esurance, in an interview with Beet.TV. “We leverage traditional media with digital. We have a combined strategy of building awareness and focusing on where is the future and how do you […]


Ad Creative Has Short Life, Demands are Greater Momentum’s Chris Weil

Creative content for advertising has a much shorter shelf life in this fast-moving digital world, says Chris Weil, Chief Executive Officer for Momentum Worldwide, in an interview with Beet.TV. “The distribution channels have changed so dramatically and we need to look at content in a different way,” he says. In the past marketers could build […]


GroupM’s Norman: Facebook Lags Twitter For Video Advertisers

AUSTIN – Facebook wants to make a big splash in the world of video advertising. But failings in its offering mean it still has a way to go, according to a leading ad agency boss. “The advertiser is competing with the regular newsfeed and the rest of the user-generated newsfeed. It remains a challenging environment,” GroupM chief digital officer Rob Norman […]


Nielsen Relies on eXelate for Programmatic Data

AUSTIN – As part of its deeper push into programmatic buying, Nielsen is increasingly relying on data from eXelate across a variety of video offerings, says David Hohman, EVP and Managing Director of Agency Solutions at Nielsen, in an interview with Beet.TV. Nielsen pairs its real-time audience insights with eXelate’s consumer segment data to create detailed […]


Digital Placed-Based Venues Grow As Consumer Viewing Shifts

AUSTIN – As consumers increasingly watch TV in new ways, ad platforms that deliver ads in digital “out of home” fashion are growing in value, says Barry Frey, president and CEO of the Digital Place Based Advertising Association (DPAA), in this interview with Beet.TV. This sector of the business is just shy of $1 billion in ad spend […]


Leo Burnett, HuffPo Get Close To Win At Content: Renshaw

AUSTIN — Last October, ad agency Leo Burnett and online publisher Huffington Post announced they would be partnering to help create content for brands. One of many initiatives in which publishers are working to do so for brands, this partnership is different from most, in that Huffington Post staff are embedded with the ad agency for at least part […]


Kargo ‘Takes Over’ Mobile Editorial With Brand Ads

AUSTIN — Mobile banner ad sales are booming. But they are not necessarily the ad format that is going to inspire and engage consumers most on the small screen. Ad tech supplier Kargo is betting on giving advertisers and publishers something different, eschewing performance-driven banner sales for high-touch brand campaign placements. Founder and CEO Harry Kargman tells […]


Videology Partners In Programmatic TV ‘Evolution, Not Revolution’: Gaskamp

AUSTIN — Videology sees its recently-inked integration deal Comcast-owned ad tech platform FreeWheel as “bridging the gap” until true programmatic TV advertising might finally be enabled. Last month, the pair announced video ad tech vendor Videology would plug in to FreeWheel to help advertisers buy video inventory programmatically on publisher sites through its FourFronts program, an extension of its private marketplace. […]


iBeacons Can Enable Precise Mobile Marketing: MEC’s Pasqua

AUSTIN — If you think you haven’t seen much evidence of location beacons’ use in a marketing context, following initial hype, you soon will. That’s according to one agency mobile marketing leader. “Apple just rolled out the Beacon API last year,” MEC Global’s north America lead for mobile and emerging technologies, Rachel Pasqua, tells Beet.TV in this […]


Measurement of Fraudulent Traffic Must be Stricter, comScore Says

AUSTIN — As much as 40% of digital video campaigns can be originating from non-human or fake traffic, says Anne Hunter, Senior VP Marketing at comScore, in this interview with Beet.TV. The problem has intensified with the growth of digital video advertising. “Because marketers are moving their budgets to digital, there is an incentive for bad players […]


Collaboration Key to Ad Business, 4As Hill Says

AUSTIN — One of the biggest changes in the advertising business in recent years has been the drive towards more partnership between a range of players, says Nancy Hill, President and CEO of the 4A’s in this interview with Beet.TV. “We are seeing partnerships across agencies, across ad tech, tech vendors, with clients, with media platforms,” she […]


Content Marketing Key to Reach Millenials, Fullscreen’s McGurn

AUSTIN — Interruption is the enemy of millennials, making content marketing even more vital to reach this younger group, says Kevin McGurn, head of sales for Fullscreen, the YouTube multichannel network, in this interview with Beet.TV. McGurn joined the company earlier this year. Fullscreen works with various brands and connects them with YouTube influencers to […]


Horizon Media Tests ‘Advanced TV’ Ad Targeting: Campanelli

AUSTIN — Media agency Horizon Media doesn’t think true programmatic ad buying is coming to television any time soon – but that isn’t stopping it from trying out some of programmatic’s techniques to understand ad targeting better nevertheless. Horizon Media national TV SVP David Campanelli tells Beet.TV the company is using ad tech vendor Rovi’s Ad […]


The Economist Shakes Up The White Paper: Sukacheva

AUSTIN — Over the years, when most people have talked about The Economist’s online strategy, discussion has centered around its access model. Right now, that is three free articles a week – but this is not the only horse the publisher has in the race. The Economist Intelligence Unit (EIU) is also busy producing premium research and […]

1 2