Beet.TV The root to the media revolution 2016-10-24T00:49:24Z WordPress Steve Ellwanger <![CDATA[Advanced Television Is About Buying Audiences, Not Space: Cadreon’s Kumar]]> 2016-10-24T00:49:24Z 2016-10-24T00:48:11Z [...]]]> Arun Kumar deliberately avoids the term “programmatic” when talking about advanced television’s audience targeting potential. “All we’re trying to do is take some of the principals behind programmatic. We don’t want to buy space for the sake of buying space,” says the Global President of Cadreon, Interpublic Group’s ad tech unit.

Semantics aside, Kumar is focused on answering a particular question from marketer clients. “Have I made a smart decision on my media investment, and why is it smart?” he says in an interview with Beet.TV.

Key to such smart decisions is making sure that creative and planning agencies are working with the same target audiences and that buyers are executing against the same segment.

“What it means for us is this is the way we expect all media to be bought in the future,” Kumar says. “It’s less about whether it’s biddable, whether it’s going through an exchange, whether it’s private inventory. The most important point is are we planning and buying on audiences or are we still stuck with space.”

He notes that advertisers are increasingly willing to pay a premium for media “but we need to know exactly what are we paying a premium for and how is it driving the business.”

Kumar is encouraged by the increasing scale of U.S. households that can be reached with addressable TV advertising. “From our perspective, addressable has been a significant growth area. I think as the number of households scale, that’s where a lot of clients are going to be focused,” says Kumar. “We’ve gone past the tipping point on that.”

The bigger challenge lies in being able to target specific individuals within households as they consume content on a variety of devices through a variety of delivery mechanisms.

“The blockage in the system is how do you measure cross-screen and how are you going to figure out frequency capping across those multiple devices,” says Kumar.

In addressable TV he sees a similar pattern in location-based targeting of digital ads populated by dynamically inserted creative messaging. “I think a lot of that is also driving the growth of household addressable,” he says.

This video is part of a series produced at the NYC TV and Video Week’s Advance Advertising summit. The series is sponsored by 4C Insights. For additional videos from the series, visit this page.

Steve Ellwanger <![CDATA[ANA’s Pace: Marketers Should Assert Themselves To Overhaul Digital Supply Chain]]> 2016-10-23T19:53:56Z 2016-10-23T19:20:45Z [...]]]> ORLANDO, Florida – As the Association of National Advertisers continues to shine a spotlight on the issue of non-transparency in marketer/media agency relations, its Chairman says there’s a bigger issue at play. If he could, Tony Pace would “hit the reset button” on the entire digital media supply chain.

In an interview with Beet.TV at the ANA’s annual Masters of Marketing conference, Pace says that the supply chain doesn’t properly reflect the needs of marketers who are “providing the revenue for this entire ecosystem.”

The former Global Chief Marketing Officer at the Subway sandwich chain says there’s still a fundamental disconnect between marketers and their media agencies. The ANA’s independent assessment from outside companies “found that the media practices right now have pervasive use of rebates across the entire ecosystem, which is not a good circumstance from the perspective of the marker.”

While the use of non-disclosed rebates from media sellers to media agencies and other opaque practices are being addressed on a company-to-company level, there is a bigger backdrop to consider.

“The entire digital media supply chain has some significant issues in it,” says Pace, referring not only to continual apprehension about ad fraud, viewability and other metrics but basic inefficiency. “There are an awful lot of intermediaries in the digital media supply chain that may or may not be essential to the entire process,” Pace says, adding “My perspective is that we need to take more control of that digital supply chain.”

Asked how this could be accomplished, Pace says “To be perfectly candid with you, if it were up to me I would push the reset button on the whole supply chain.”

He describes a scenario in which consumers, content creators, marketers and publishers could come together and be at “the center of the conversation.” If this group could choose from an a la carte menu of their desires and needs, “I imagine you would have a much sleeker digital media supply chain, which in the end would benefit everybody,” Pace says.

Is there a role for the government in reforming the digital media supply chain? “I’m a self regulation kind of guy,” Pace says. “I don’t think we need the government to get involved. But having said that, I think the marketers need to assert themselves.”

We interviewed him at the ANA Masters of Marketing annual meeting in Orlando. This video is part of a series produced at the conference. Beet’s coverage is sponsored by Cadent. For more videos from the series, please visit this page.

Steve Ellwanger <![CDATA[P&G’s Pritchard On The Importance Of Advertising And ‘The Great Idea’]]> 2016-10-23T19:51:23Z 2016-10-23T19:10:15Z [...]]]> ORLANDO, Florida – Roughly half a billion video views later, it’s easy to see why Procter & Gamble’s Like A Girl narrative for Always feminine products has been a big hit. It’s hard to disagree that the creative debunking—mainly via video impressions both purchased and earned—of how girls run or throw a ball “Was good for the business and good for society,” according to Marc Pritchard, P&G’s Chief Brand Officer.

Pritchard showcased the Always campaign along with other P&G efforts for brands like Ariel and Pepto-Bismol during a presentation titled Raising the Bar on Creativity at the Masters of Marketing Conference of the Association of National Advertisers.

In a subsequent interview with Beet.TV, having arduously defended advertising in his presentation amid so much industry talk about “content,” Pritchard observes that, “There are so many ways we can reach people and there are so many messages that our brands can actually provide while still looking like your brand.”

What’s most important is that “It has to be a great idea,” Pritchard says. “An idea that’s not that meaningful, you can buy and push and whatever all you want and it won’t make a difference.”

His presentation cited the Ariel laundry detergent that P&G with a “beautifully crafted film” created to show men in India that it’s not just women who should shoulder certain types of housework. “It makes Ariel meaningful,” notes Pritchard.

In the case of the Always campaign, which began four years ago, P&G linked the concepts of feminine protection and the confidence so that women could confront “demeaning phrases like ‘like a girl,’ and be able to make ‘like a girl’ mean amazing things,” Pritchard says.

“So not only are they talking about the performance of Always, they’re also able to express their point of view about an issue that is meaningful to women and girls around the world,” he adds. “And that’s good. That’s good for the business and that’s good for society.”

The video-centric Always messaging—which has generated 550 million views and 25 billion impressions—is on its fourth installment. While it garners its share of organic awareness, P&G also pays to deliver it at key moments.

“We put a 60-second version on the Super Bowl of Always Like a Girl the same time we had it online and then actually broke it up into different pieces,” Pritchard says. “We had a Snapchat version that was six seconds.”

But it all started with an idea “so powerful people want to view it, they want to talk about, they want to write about it and then they’re taking action on it as well,” says Pritchard.

We interviewed him at the ANA Masters of Marketing annual meeting in Orlando. This video is part of a series produced at the conference. Beet’s coverage is sponsored by Cadent. For more videos from the series, please visit this page.

Robert Andrews <![CDATA[Turner’s Speciale Mulls Two-Minute Ads Replacing 30-Second Spots]]> 2016-10-23T03:34:33Z 2016-10-23T03:32:02Z [...]]]> Web users don’t like too many ads, and TV viewers may feel the same way, too. That’s why, last October, Turner made a big announcement that it would reduce the ad load in some of its TV broadcasts.

One year on, how is the initiative faring? Donna Speciale, Turner Ad Sales’ president, tells Beet.TV the early results are exploratory but promising, and lead her toward wanting fewer, longer ads that give brands a bigger canvas and exclusive air time.

  • “TNT (show) Animal Kingdom just started having some really nice initial result,” Speciale says. “We have had very little reduction of people coming in and out of the break, which is amazing – a bigger C3 lift. Unaided brand recall for the clients is up.”
  • Good Behavior is now going to start airing (on TNT) in the next few weeks. That’s also going to be a 50% ad reduction so we’re going to do another test on that.”
  • “truTV (channel) is also starting this quarter.”

Shaking up the way commercials are structured in US TV programming is such a significant move, Speciale is treading cautiously, searching for evidence.

Next up, she will be testing reduced ad loads on archive shows, too, to establish whether old and first-run shows perform differently with the new setup.

The advertising and publishing worlds have been rocked by the reality of ad blocking online. Steadily, the TV world is starting to get spooked that it, too, may secretly be suffering from latent consumer resentment.

“The industry needs to focus on the consumer experience int he television landscape,” Speciale adds. “It’s not just us doing it. NBCU announced limited commercials with SNL, Fox is reducing NatGeo and did some stuff with Empire. It can’t just be a Turner initiative.”

So what is the optimum ad format, and how will it be used? Again, Speciale is as yet non-committal while tests are ongoing – but first tests are leading Turner toward a conclusion.

“We’re testing, should there be five breaks that are shorter, or three breaks that are longer?,” Speciale says. “Our initial inclination is five breaks in an hour but two minutes in each.

“The next iteration is to trying take those two-minute pods and get out of the traditional 30-second commercial. We want to make that environment better storytelling with client messaging.”

Those longer slots would allow advertisers to have ownership of a given ad break, a space in which to run longer creatives.

“There’s a lot of content right now in the digital landscape with one- or two-minute messaging but they’re not taking that messaging and translating it in to linear – because of cost, but also we’re not set up that way.

“By making the pods shorter, we can enable them to take storytelling that they’re already doing or we will create and start marrying the right messaging to the content.”

Such a switch would make this a rare occasion on which the US TV advertising infrastructure is re-shaped by online advertising and not the other way around.

This video is part of a series produced at the NYC TV and Video Week’s Advance Advertising summit.  The series is sponsored by 4C Insights.  For additional videos from the series, visit this page

Robert Andrews <![CDATA[Addressable Inertia Not Stopping Advertisers: 4C’s Neuhauser]]> 2016-10-23T02:09:28Z 2016-10-23T02:09:28Z [...]]]> By many accounts, there are now around 45mn US households which can receive so-called addressable TV ads, those targeted at the individual household level.

But that’s fewer than half the total number of TV households, and getting here has been a slow slog.

Yet the inertia is not stopping advertisers from embracing opportunities around TV targeting nevertheless.

“TV … has been, and still is, able to reach large audiences with multiple senses and can deliver a powerful message in the right context to great audiences at the right time,” according to Lance Neuhauser, CEO of 4C Insights, a technology company helping marketers.

“However, then digital came up – one person who has one interest shouldn’t necessarily see the same ad as another person. The infrastructure necessary to deliver those separate messages to separate household has taken time in television to build.”

“In the meantime, marketers don’t want to to stop making progress. They are looking at more than just viewing data. They are looking at viewing data in combination with social response information, in combination with CRM data, to have a better picture of the impact of each dollar that’s put in to market and how that ultimately brings back bottom-line results.”

Neuhauser is fresh from raising a $26mn Series C investment to boost geographical expansion, products and technology and sales teams.

The outfit has an integrated platform for multi-screen analytics and activation, with services including online ads synchronized to TV spots, analytics and social media ad buying.

This video is part of a series produced at the NYC TV and Video Week’s Advance Advertising summit.  The series is sponsored by 4C Insights.  For additional videos from the series, visit this page

Steve Ellwanger <![CDATA[Advanced TV Offers Better Targeting, More Consumer Choices: IBM iX’s Rangaiah]]> 2016-10-23T02:15:54Z 2016-10-21T21:43:34Z [...]]]> How does “advanced” television in all of its forms—OTT, VOD, online—come to resemble good old-fashioned network TV? When its ad inventory and viewers are concentrated among a few big players.

To be sure, the advantages of advanced TV include the ability to use data for better audience targeting and results measurement, Babs Rangaiah, Partner for Global Marketing Solutions at marketing services provider IBM iX, says in an interview with Beet.TV on the eve of the Masters of Marketing Conference of the Association of National Advertisers.

Rangaiah, who spent 14 years on the advertiser side at Unilever, is no stranger to the world of traditional network TV. “While there were great benefits, we didn’t really know which ads were working and how much of it was working,” he says. “You spent a billion dollars but you didn’t’ know how much of that actually impacted your sales.”

With advanced TV, “I think over time we’ll have a much better sense of that,” says Rangaiah.

Alongside technological progress have come greater consumer power of choice and a flip of the business model that once relegated viewers to commercial exposure that interrupted programming. These days, consumers can go over the top or around with ease.

“As TV gets more and more advanced, it will be that much harder to break through that environment when consumers have the option of skipping almost any ad possible,” says Rangaiah.

While the ad industry has “come a long way on the viewability issue” of things like online video, the concentration of power harkens to earlier TV days.

“The digital ecosystem is becoming almost the way the networks were many years ago where you only had a few players that controlled kind of all the inventory and all the viewership,” says Rangaiah. “I think with Google and Facebook especially you’re going to have enormous opportunity, but we’d like to broaden that to more than just those two players obviously.”

Then he shares a personal anecdote that attests to the power of digital targeting. At Christmas, Rangaiah went shopping online for a refrigerator but at a certain point stopped the process and went to a store instead. A few hours later, he went on Facebook and the exact refrigerator he wanted was staring him in the face.

“It was about the data and laser targeting that was contextually relevant to me, for exactly what I was looking for, at the exact time I was looking, and I bought it,” he says.

This video is part of a series produced at the NYC TV and Video Week’s Advance Advertising summit.  The series is sponsored by 4C Insights.  For additional videos from the series, visit this page


Robert Andrews <![CDATA[CNN Sees 2017 Ad Revenue Boost After Election ‘Entertainment’]]> 2016-10-23T02:11:34Z 2016-10-21T11:44:26Z [...]]]> By most accounts, this presidential election campaign has been a momentously bad moment for democracy.

But news networks are benefitting as viewers plug in to watch the horror show unfold, and advertisers follow them in.

CNN is finding a bump from both planned and unexpected executions, according to its owner Turner’s ad sales president Donna Speciale.

“News has become the new prime-time entertainment,” she tells Beet.TV in this video interview. “The election, I hate to say it, is entertaining. It’s sad that this is what it’s becoming, but it’s also exciting.

“Everybody’s tuning in. is booming, CNN Go is out of control. I don’t think it’s going to reduce after the election is over. The inauguration has to happen in first quarter, it’s going to continue the momentum.

This season’s election debates have set all-time audience records, and robust examination from the likes of CNN’s media correspondent Brian Stelter have drawn Donald Trump to describe the network as “unwatchable”, “fiction” and “an arm of the Clinton campaign”.

For Speciale, all the attention is welcome, though not all of it was expected.

“We did not plan for all the debates CNN ended up getting,” she tells Beet.TV. “Between NBC, CNN and Fox, the debates had to be spread out.

“But I will tell you that a lot of the organizations wanted CNN to take place a little bit more – we ended up getting more of the debates. We did town halls that we were not planning on.”

This video is part of a series produced at the NYC TV and Video Week’s Advance Advertising summit.  The series is sponsored by 4C Insights.  For additional videos from the series, visit this page

]]> Steve Ellwanger <![CDATA[Ad Industry Joins Forces With Federal Agencies To Combat Digital Crime]]> 2016-10-23T19:25:08Z 2016-10-21T00:03:39Z

[...]]]> ORLANDO, Florida  – For the first time, the digital advertising industry—via the Trustworthy Accountability Group—has a formal partnership with federal law enforcement agencies to combat criminal activity, TAG President and CEO Mike Zaneis says in an interview with Beet.TV. Since its founding, TAG members have been sharing intelligence about bad actors in the digital advertising space so that the group can set anti-fraud standards.

“We’re working with the Department of Homeland Security, the FBI and Department of Justice,” Zaneis says during a break at the Masters of Marketing Conference of the Association of National Advertisers.

Word of TAG’s interaction with federal agencies surfaced earlier this year, as reported by Advertising Age and MediaPost.

Once the TAG collects information about fraudulent activity and shares it with the advertising industry, “We put it into an actionable format so that law enforcement can go after the criminals. That’s really key,” Zaneis explains.

With more than 120 member companies, TAG’s mandate is to bring greater transparency to the digital ecosphere. “So you know your business partners are legitimate companies, not criminals, and that you are getting what you think you are buying from a marketer’s perspective,” says Zaneis, who is the former EVP and General Counsel for the Internet Advertising Bureau.

Continued double-digit growth in digital advertising spending masks potential criminal activity, according to Zaneis. “We know there’s a lot of opacity, there’s a lot of criminal activity, ad-supported piracy, distribution of malware and, of course, the selling of non-human, fraudulent traffic,” says Zaneis.

While some people are willing to share more information about themselves than are others online, when it comes to identity theft, everyone’s on the same page.

“Advertising is actually used as a delivery mechanism for much of the malware that then allows for identify theft and privacy concerns,” Zaneis says. “The industry has to do better to protect consumers.”

Nonetheless, he believes this year marks a turning point in the efforts to combat digital ad fraud. “I think we’ll look at 2016 as that year of transition where the industry, at least in the U.S., was able to finally wrap our arms around some of these endemic challenges,” Zaneis says.

We interviewed  him at the ANA Masters of Marketing annual meeting in Orlando. This video is part of a series produced at the conference.  Beet’s coverage is sponsored by Cadent.  For more videos from the series, please visit this page.

Steve Ellwanger <![CDATA[IBM iX’s Rangaiah On Holding Companies, The Internet Of Things]]> 2016-10-23T19:19:50Z 2016-10-20T22:29:49Z [...]]]> Whereas an advertising agency used to be the “right hand” to chief marketing officers, now it’s one of many fingers typically owned by a holding company. “The way the holding companies work is they buy a bunch of agencies, but they don’t really work together,” says Babs Rangaiah, Partner for Global Marketing Solutions at IBM iX.

Rangaiah ran herd over a variety of agencies during his 14 years at Unilever, where he was VP of Global Communications, Planning and Digital Innovation, until last March. In an interview with Beet.TV on the eve of the Masters of Marketing Conference of the Association of National Advertisers, Rangaiah reflects on the disruption in the advertising ecosphere.

“From my perspective as a marketer, it used to be that we had our advertising agency as the right hand for the CMO and then all the other agencies were managed by them as the lead agency,” Rangaiah says. “But because of the advent of technology and data and all the things happening now, that relationship isn’t quite the same.”

Unilever went from having an agency of record to “having several different agencies and social, mobile, data, digital whatever. I think it’s difficult for an ad agency, the big agency, to manage that and lead it,” he says.

IBM’s solution is iX (Interactive Experience), a self-described “next-generation services company” with a network of global studios offering all manner of services under one roof. “What IBM has which is great is we’re not a holding company. We’re truly one company,” Rangaiah says.

One longtime client is The Masters golf tournament, for which IBM built a website in 1996 and launched an iPhone app in 2009. That work was a prelude to IBM iX teeing up the Internet of Things to enhance the viewer experience.

“They came to us and said ‘we need a better mobile solution,’” Rangaiah explains. “What an agency would typically do is make an ad that would make sense for mobile. What a digital agency might do is create an app, which might be engaging in some manner.”

What IBM iX did was put IOT sensors on 18 trees along the Masters course so that viewers would not be confined to watching what network television decided to broadcast.

“That’s a mobile experience,” Rangaiah says. “It’s very different from running an ad. It engages consumers, it provides utility, it provides entertainment. All the things you’d like to do, but it’s not necessarily an ad.”

We interviewed him at the ANA Masters of Marketing annual meeting in Orlando. This video is part of a series produced at the conference. Beet’s coverage is sponsored by Cadent. For more videos from the series, please visit this page.

Robert Andrews <![CDATA[Belgium’s Proximus Sees Addressable TV Improving Customer Experience]]> 2016-10-20T22:28:56Z 2016-10-20T22:24:30Z [...]]]> COLOGNE — Over the last year, we have reported how Belgian quad-play operator Proximus is trying to balance its broadband and TV subscribers’ customer experience with offering better ad targeting to clients.

Now the outfit is ready to find out how well that balance can work, by lighting up a new addressable TV ad offering for Proximus TV, its TV service.

“Thanks to FreeWheel, we will be able to replace one (ad) contents with another,” Gilles Roelants, business innovation manager at Proximus, tells Beet.TV in this video interview.

“The aim is to make it completely addressable. We’ll start from linear TV and then we will extend it to live TV. At the start, it will be limited. In the coming two to three years, I hope we will extend (addressable) to perhaps 10% or 15% (of all ads).”

Proximus launched its catch-up TV service a couple of years back. In June, consumer strategy director Jim Casteele told Beet.TV the company was in technical pilots to test programmatic ad sales with broadcast group RTL.

The company is concerned to keep advertising money circulating in Belgium by launching advanced offerings to rival big tech outfits.

“We know our customers’ own behaviour,” Roelants adds. “That’s something we want to provide to broadcaster and advertisers to make more adaptive campaigns. We want to attract new advertisers like regional advertisers.

“Our own customers need to have a better TV experience. That’s the main focus for a telco like Proximus. We hope addressable TV will be able to reduce the ad load due to the fact that we increase the value of each of the spots.”

Bur Roelants says addressable TV, which can serve up ads tailored for individual households based on data, must be careful not to be so specific as to lose the benefit of TV’s mass reach.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. For more Beet.TV coverage of DMEXCO, please visit this page.

Steve Ellwanger <![CDATA[Hearts & Science: Less Consumer Interruption As Digital Ad Formats Multiply]]> 2016-10-20T21:18:20Z 2016-10-20T21:18:20Z [...]]]> Faced with a “fast and furious” proliferation of digital advertising formats, agencies and marketers must contemplate less ad interruptions while figuring out how to give consumers what they really want. “Call that branded content, brand-created, something other than advertising,” says Zak Treuhaft, President of Omnicom’s Hearts & Science agency.

Mobile in particular is characterized by “an entire ecosystem of people creating new platforms that live on mobile and therefore new ad vehicles that live on top of those platforms,” Treuhaft says in an interview with Beet.TV.

With an advertising background spanning almost two decades at agencies like Grey, Young & Rubicam, VML and 24/7 Real Media, Treuhaft is no stranger to the digital world. Going from creating one 30-second television spot to “lots of different types of creative” for the likes of Facebook, Snapchat and Google is a big industry challenge.

“I believe that proliferation will just continue,” he says. “It’s incumbent on all of us as an industry to make that adaption, because the format changes will continue to come fast and furious.”

Hearts & Science sees that concurrent with platform proliferation, some of the dynamic will be less ad interruption. “Less sort of brands getting in the way of consumers seeing things that they want and more brands creating things that people want and bringing those things to people,” says Treuhaft. “That’s a lot of where we see opportunity in the future.”

He cites as an example Millennials who “overwhelmingly use the phone as the most important screen in their lives. We need to figure out how to be in front of them in the environment where they are consuming content.”

Treuhaft describes Hearts & Science as agency built with data and consumer understanding at an “atomic” level. “The data is all there and available. It’s just a question of how you action it,” he says.

This video explores the state of cross-screen addressable video advertising. The series is sponsored by AT&T AdWorks. Please visit this page to view more videos from the series.


Steve Ellwanger <![CDATA[Cadent Adds Broadcast To Advanced TV, Cable Offerings]]> 2016-10-23T03:13:31Z 2016-10-20T03:50:07Z [...]]]> In the race among advertisers seeking efficient television ratings points amid media inflation, it pays to own a trifecta. For Cadent, that trio is cable, advanced TV and the recent addition of broadcast inventory to its offerings.

“So many advertisers are having a tough time competing in this marketplace,” Jim Tricarico, CRO of Cadent Network, says in an interview with Beet.TV, citing the dynamic of lower TV ratings but high demand for ad inventory. “And what does that mean? Media inflation. Prices are going up.”

This allows networks to be discriminating about the accounts they accept, snagging the highest CPM’s while tiering or capping their lower-priced offerings. “What we try to do is come in and be a solution to that media inflation,” says Tricarico.

Cadent’s core business is obtaining inventory from cable TV providers, among them Bright House, Cablevision, Comcast, Cox, Fios and U-verse—in all, more than 200 MSO’s nationwide. “Whatever the MSO’s don’t sell, we go and get and aggregate across the country into a national footprint,” Tricarico says.

The second leg of Cadent’s trifecta is its advanced TV business, which it bolstered with a recent partnership with TiVo. Using Cadent’s TV targeting tool, media buyers can perform matches against the 2.3 million households that subscribe to TiVo, AdExchanger reports.

Augmenting the TiVo relationship is a micro-targeting relationship with Experian that enables advertisers to identify the best shows and programs on every network, according to Tricarico.

Most recently, Cadent dipped its toes into broadcast. “We haven’t jumped in with both feet but most recently secured new inventory from Metro Traffic and Weather, from CNN and TvB,” Tricarico says.

Cadent’s client base has diversified significantly in the last two or so years. “Now we’re working with all the major agencies and all the premium advertisers,” notes Tricarico. He says the company has added about 140 new advertisers over the last 24 months.

Steve Ellwanger <![CDATA[BlackArrow And Cadent Pairing Yields Consistent, Comprehensive Cross-Platform Reach]]> 2016-10-23T03:37:31Z 2016-10-20T03:43:39Z [...]]]> Simplicity, transparency and scale aren’t natural bedfellows in a world of multi-platform television viewing and audience fragmentation. Corralling all three to benefit advertisers and pay TV providers was the strategy behind last year’s joining of BlackArrow and Cadent under the Cross MediaWorks umbrella.

Some 14 months later, BlackArrow and Cadent serve a combined 200 pay TV providers and 300 advertisers and agencies. Reducing complexity is a top concern for all involved, according to Nick Troiano, CEO of Cadent.

“Every platform, whether it’s mobile, OTT, set-top box VOD or even live linear, has its own silo, its own data construct and workflow,” Troiano says in an interview with Beet.TV. “The challenge for advertisers and agencies is how to actually build a comprehensive and consistent campaign across all platforms.”

BlackArrow’s roots are in helping pay TV operators deliver more timely and efficient sales and marketing messages, extend TV services to new platforms, and gain real-time measurement and audience insights across multiple screens. Cadent had focused mainly on traditional TV.

Working together, they enable advertisers to purchase “data-driven inventory across live linear and multi-platform solutions and do it in a framework to provide national efficiency,” Troiano says.

While transparency and verification have long been hot buttons in the digital ad universe, “It’s the same issues we have in TV in terms of where’s my ad running, across what network and who am I reaching within that household,” says Troiano, citing multiple data and reporting infrastructures.

He notes that with regard scale, neither advertisers nor agencies have the bandwidth or capability to work with every single vendor across every single platform. “So when we think of scale and capabilities, those are must-haves to really move the television industry forward,” Troiano says.

With addressable TV currently reaching some 40 million households, “I think that’s the future of television,” adds Troiano. “It’s bringing digital technologies to a television environment.”

Steve Ellwanger <![CDATA[Cross-Screen Addressable Ads Will Be ‘The Norm’ Across Categories: Hearts & Science’s Treuhaft]]> 2016-10-20T16:18:38Z 2016-10-18T14:08:10Z [...]]]> While the term “high fidelity” is a relic of 1950’s audio recordings, higher fidelity is one of the potential benefits of cross-screen addressable advertising, says the president of Omnicom’s fledgling Hearts & Science agency. Zak Treuhaft also hears echoes of the early digital media era in the industry wide desire to target consumers wherever they happen to be.

“In some ways I think there’s a parallel between cross-screen addressability and the early days of digital advertising, where first into the boat will be people who can very easily model out and attribute direct sales to their message,” Treuhaft says in an interview with Beet.TV.

These people inhabit categories like automotive, travel & tourism and electronics, where there is “high cost, high consideration” far down the sales funnel “where there’s an intense need to address a very specific person,” says Treuhaft. “Much like the early days of digital advertising, cross-screen addressable will eventually become the norm for all categories as the value of the data that lives inside that campaign becomes more widely understand and more easily scalable,” he adds.

Whether a given marketing program is seeking increased ROI or performance, “I think part of the promise of addressable is that it allows you to tune and target whatever work you’re doing with a lot greater fidelity,” Treuhaft says.

But first, the industry needs to reel in its desire to parse out infinite variations of creative messaging—a situation Treuhaft likens to “a kid in a candy store” because the industry has become too obsessed with tools.

“I think part of the opposite of a favor that we’ve done as an industry is we’ve sliced audiences far too thin,” Treuhaft explains. “If I go to a creative agency and say ‘I have 400 segments, each one of which will receive a completely different message,’ no creative wants that assignment” or can even find 400 different versions of an ad for 400 different targets.

“I think we’ll find a nice equilibrium where there are slightly different spins on slightly different campaigns and creativity will live on multiple screens in different ways, but not all the way to N equals a million,” says Treuhaft.

He describes the role of Hearts & Science, which ADWEEK reports launched earlier this year with Procter & Gamble as its first client and subsequently picked up business from AT&T, as enabling the agency’s clients to emerge from the siloed media channels mindset and embrace a holistic view of marketing programs.

“We believe that ultimately, the promise of digital is that all of those different threads and screens come together. Our job as an agency is to help our clients find their target wherever that happens to be in front of whatever that screen happens to be,” says Treuhaft.

This video explores the state of cross-screen addressable video advertising. The series is sponsored by AT&T AdWorks. Please visit this page to view more videos from the series.


Steve Ellwanger <![CDATA[Living Room TV ‘Incredibly Valuable Real Estate And Inventory’: GroupM’s Hanlon]]> 2016-10-17T01:37:16Z 2016-10-17T01:34:50Z [...]]]> The combination of data and technology is bringing some of the best practices developed in digital programmatic advertising to the television-buying world. That same melding when applied to cross-platform targeting affords media planners the ability “to understand consumers wherever they are,” says Evan Hanlon of GroupM North America.

What they have in common is two trends, Hanlon, who is Managing Partner and Director of Strategy & Platforms, says in an interview with Beet.TV.

“One is that our technology and our data science to match people up across multiple devices is a lot stronger. The second piece is that there’s a lot more identifiable devices that can be built into this big match network,” Hanlon says.

It all started on the desktop, then spread to mobile devices and “now we’re at the point where we’re adding in smart TV’s, over-the-top devices and also, critically, we’re adding in the set-top box as well,” says Hanlon.

Calling the living room TV screen “incredibly valuable real estate and inventory,” Hanlon believes that the ability to deliver data to set-top boxes and other devices—along with dynamically inserted ads—means “we’re now starting to be able to take some of the best practices we developed in the programmatic space and apply them in the TV buying world.”

The value to brand marketers is twofold, the first being better control over reach and frequency of ad messages. The second is dynamic ad insertion and the ability to serve appropriate ads at key times.

“So now you can better understand where a user is in the consumer journey and understand where you need to serve them a branding message that really starts to encourage them to switch, or a conversion message that gets them into the store or online to a website to convert right away,” says Hanlon.

Paving the way for cross-screen activation has meant “solving the attribution piece” along the way, according to Hanlon. “Because we’ve started to network in these TV devices to the broader device graph, desktop and mobile as well, we have a better understanding of every single touch point now within a media plan tied back to a user,” says Hanlon.

Advanced attribution techniques afford the ability to judge the incremental value of every single ad impression, which when aggregated up help to inform things like media mix modeling and reach/frequency curve analysis. “But it also gets us really close to the newer wave of digital attribution techniques in a cross channel fashion,” says Hanlon.

This video explores the state of cross-screen addressable video advertising.   The series is sponsored by AT&T AdWorks.  Please visit this page to view more videos from the series.

Robert Andrews <![CDATA[IPG’s Media Lab Is Agency’s Spotter For Tech Trends, Simon Says]]> 2016-10-17T01:27:22Z 2016-10-17T01:27:22Z [...]]]> COLOGNE – How does a media company stay abreast of and adopt new technologies to best effect. For many, the answer is to create a “lab”, a division whose sole purpose is to let in-house geeks test out and apply transformational new tech.

And IPG Mediabrands is no different. Its IPG Media Lab is devoted to finding new ways to solve marketing problems by applying the latest technologies.

IPG Media Lab strategy director Adam Simon tells Beet.TV his unit has struck a number of partnerships with up-and-coming marketing tech outfits, including to service the changing nature of out-of-home, location-based and TV advertising.

Partners include location enablers Yext and Placed; computer vision outfit Admobilize, whose technology can figure out a household’s income level by identifying the car they are driving, and Samba, automated content recognition technology that can identify what viewers are watching in order to retarget them on a range of devices.

“A lot of the changing consumption of TV that we’re seeing is being driven by technology – either people streaming content or watching traditional television on different devices,” Simon tells Beet.TV.

“We need to use technology to solve the problem of people watching TV in different ways. Location-based technologies are trying to open up and unlock new kinds of media and more precise targeting.

“Technology has infused itself in a lot of different ways – some o f those are opportunities and some of them are challenges; we’re looking at both of them at the same time.”

Robert Andrews <![CDATA[AcuityAds To Follow 140 Deal With More Acquisitions]]> 2016-10-17T14:38:29Z 2016-10-17T01:24:06Z [...]]]> Of all the programmatic trading platforms out in the market, AcuityAds may have been one of those the limelight has so far evaded. But that may be set to change, after the company went public to finance its current round of growth.

First founded in 2009 and also offering a data management platform, the outfit listed in Toronto in 2014. AcuityAds CEO Tal Hayek explains why, in this video interview with Beet.TV.

“We made a strategic decision that the winners in this space are going to be on the self-serve side of things – we needed to make an investment in to that,” he says. “We wanted to expand in to the US, hiring a sales force. Today, more than 50% of our revenue is on the self-serve side.”

Beside investing in technology and sales, AcuityAds is also spending on features. This summer, it acquired 140 Proof, a company that helps advertisers target their campaigns based on social data, for up to $20m. And Hayek reveals more buy-ups are on the cards.

“We’re going to go in to the red for a few quarters, then we’re going to be profitable again,” he says. “Once that happens, we’re going to go and buy other companies.

“Our 40% to 50% organic growth is not good enough for us anymore, we want to grow faster so we are able to compete with the larger companies out there. We are doing it through acquisitions. We are adding components to the system that we do not have today.”

Before AcuityAds, Hayek founded IncentaClick, an affiliate network.

]]> Robert Andrews <![CDATA[Drones And VR Firing Marketers’ Imagination: MediaLink’s Carty]]> 2016-10-17T01:20:40Z 2016-10-17T01:18:31Z

[...]]]> COLOGNE — Once upon a time, multi-platform proliferation meant “desktop, tablet and smartphone”. Now, we are entering an era when virtual worlds, connected toasters and even unmanned aerial vehicles represent new challenges and opportunities for brands.

Neil Carty, innovation strategy SVP of marketing consulting agency MediaLink, calls all the new platforms “data exhausts”, emitting cues that marketers can better use to target advertising.

  • Drones: “When you look in the context of the type of drones that I saw at CES last year, it’s about, ‘What kind of content can it capture? What are some of the sensors and other data they’re bringing in that can inform other contextual targeting with other devices – not just that specific technology?’
  • VR: “It’s interesting to see (marketers) demo virtual reality. Its the first time I’ve seen them put on the headset and say, ‘Now I get what this can do for my brand and how I can apply it’ – perhaps we’re in a later phase in the US for these immersive technologies.”

He was speaking at the advertising conference DMEXCO, in Cologne, Germany.

Robert Andrews <![CDATA[Programmatic Edges In To 2017 TV Upfronts As Clypd Goes To Europe]]> 2016-10-17T01:14:34Z 2016-10-17T01:14:34Z [...]]]> COLOGNE – So-called “programmatic” methods of targeting or trading advertising may be typically associated with online media platforms – but that doesn’t mean something of the techniques can’t also be applied to linear TV.

Indeed, programmatic looks like playing a part in the next TV upfront season beginning next spring, when networks will tout their upcoming shows to advertisers in the hope of selling ad inventory, according to one ad-tech exec.

“This is really starting to become part of the 2017 upfront,” Clypd product VP Jason Burke tells Beet.TV in this video interview. “It’s still a fraction of upfront sales but we’re starting to see this become real – happening with multi-billion businesses.”

What is programmatic for in a linear world? Burke says: “(It is) making decisions using data, optimizing a schedule on behalf of a media owner that is delivered in the future.” It’s a technique his company is already using on behalf of clients like Fox, Discovery and ESPN.

Boston-based Clypd’s solutions include private and open marketplaces that aim to make buying and selling inventory easier.

Now Clypd is preparing for European expansion. “There’s a lot of opportunities in Europe,” Burke adds. “We’re having those conversations, starting to understand the landscape – the appetite of media agencies, brands and media owners – so we can determine which markets to go after first.

“What you’ll see from us in the next month is some initial news about our partnership with a media owner in Europe. We hope to see, in 2017, more news about that.”

Of course, European expansion has become low-hanging fruit for Clyp. In 2015, it received an investment from German and pan-European broadcast group RTL, which also owns a stake in SpotX. In September, Henry Rivero was drafted in from RTL to be Clypd’s Europe GM to spearhead the expansion.

Robert Andrews <![CDATA[The Drum’s Gordon Young Wants To Change The World In a ‘Do-It Day’]]> 2016-10-14T11:56:36Z 2016-10-14T10:44:44Z [...]]]> LONG ISLAND, NY — They may not have dreamed it when they first formed a school magazine to cover a Glasgow suburb in the 1980s. But now The Drum‘s founders Gordon Young and Nick Creed are riding the wave of running one of the marketing industry’s most influential trade publications.

After leaving school, the pair formed an early print trade publishing company focused on sectors from architecture to law. But it was when they began focusing on the media sector itself that The Drum was born – first formed as ScotMedia and later broadened outward.

Now The Drum is best known as the news and analysis website serving marketing professionals in the UK and, increasingly, around the world. And founder and editor Young is fired up about global expansion and helping marketers realize their ability to change the world.

“On November 10, we set out to prove that marketing really can change the world by challenging our industry to make a difference over the course of a single day,” he tells Beet.TV. “This event is called Do-It Day.

“We have brands on board – Airbnb, Coca-Cola, to name but two – who have agreed to a challenge. We’ve brought on board ad agencies and creative companies to help, and resources companies to do something that day. We have 17 organizations.

“We’ll have access to the big signs in Times Square, Piccadilly in London, a TV company in Scotland, planting a forest in England – 20,000 trees over 10 acres.”

Do-It Day isn’t just a well-meaning initiative to help marketers bring about change. It’s also a self-branding exercise for The Drum itself. “Marketing can change the world” is the publication’s new strapline, and Young wants the eat up an ever larger piece of that world.

“We want to establish ourselves as the first global marketing platform,” he tells Beet.TV. “We don’t want to be geographically focused – we just want to cover interesting stuff, no matter where that happens.

“Our head office is in Scotland, our biggest office is in London, we have a small base in New York, our senior editor based in Portland and we’ve just launched in Asia. Next year, The Drum magazine will go global – one printed magazine that will cover all our main markets.”

From humble beginnings, the drumbeat is getting louder.

 Beet.TV recorded this video at an executive offsite meeting in Long Island, New York. 

Steve Ellwanger <![CDATA[Human Capital, Digital Decisioning Focus Of Beet.TV Political Ads Panel]]> 2016-10-14T01:43:43Z 2016-10-14T01:43:43Z [...]]]> WASHINGTON, D.C.-When can digital media be its own worst enemy? In the heat of an election cycle, when time is finite and decisions are made minute-to-minute by lots of people who don’t always agree.

This is when organizational structure is critical to political campaigns—from their agencies to their data suppliers and tech partners, was the consensus at a panel discussion at the recent Beet.TV summit on advertising and politics. The session also revealed that when it comes to human capital, not just the politically savvy are the best candidates to work at specialty political shops.

While the ability to onboard huge amounts of data and move it from platform to platform has become easier, decision-making has not, according to Zac Moffatt, Co-Founder of Targeted Victory.

“What makes it harder is digital is kind of its own worst enemy because there are so many decision points you have to make,” Moffatt said in response to a question from moderator Erik Requidan of Intermarkets. “It’s harder to put $10,000 up on digital advertising through an approval process for a campaign than it is to put a million dollars on television.”

Everything could look great on paper two years in advance of an election, but “When you’re four months out or two months out and the polls are getting tight and people are freaking out, that’s the challenge,” said Moffatt. “You have the conviction to stick with the plan you think you need to execute in order to win. I think we’re still grappling with that component of it.”

Jordan Lieberman, Politics & Public Affairs Lead at Audience Partners, acknowledged that complex digital options pose advantages and stumbling blocks.

“As our customers become more educated, it’s wonderful because they know what they’re asking for,” Lieberman said. “But sometimes walking them back is even a harder challenge than selling them,” for example explaining why “I can’t run your 60-second ad to seniors today and get 100 percent viewability and reach and all that stuff.”

The sheer magnitude of “platinum-level” consumer targeting data available to political campaigns dwarfs anything to which brand marketers have access, noted Mark Jablonowski, Chief Technology Officer of DSPolitical, a digital advertising network for Democrats and Progressives.

“We’re working with files that have close to 100 billion data points in them, moving these around with multiple vendors and making them actionable and targetable,” said Jablonowski. He then revealed a new integration of DSPolitical’s platform and NGP VAN that will “provide access to our programmatic audience buying technology to literally every candidate on the democratic side in America.”

When the discussion turned to human capital for political campaigns, differences emerged over whether people need to be steeped in politics to be effective team members. While Moffatt said that while his staffers come from backgrounds as varied as comScore and Marriott, they don’t necessarily have political experience. “The reason they come is that they get to grapple with problems that the entire country faces,” said Moffatt.

Contrarily, Jablonowski said DSPolitical wants the political background because of the time demands that campaigns deal with. “We actually hire a lot of political staffers that are technically inclined as well. But first and foremost, they are political staffers,” he said.

On the subject of talent, Lieberman said his company’s best intern in 2012 “is now running our political buying operation,” with “tens of millions of dollars going through his computer.”

You are watching videos from Beet.TV politics and advertising summit presented by OpenX along with Intermarkets. Please find additional videos from the series here.

Robert Andrews <![CDATA[Online Live TV Brings Broadcasters Efficiencies: Verizon’s Jacob]]> 2016-10-13T20:16:30Z 2016-10-13T20:16:30Z [...]]]> Time was, it was online delivery that required investment decisions and a strategic shift. But now, for broadcasters looking for efficiency and transformation in how to deliver live TV, online networks are the way to go.

Thats according to Verizon Digital Media Services, a wing of the telco that offers CDN and live transmission services to providers branching out from their traditional platforms.

“We’re going to see an uptick in more live linear events than people thought,” according to Verizon Digital Media Services(VDM) president Ralf Jacob. “A lot of people said linear’s dead – quite the opposite is actually happening. More and more broadcasters are flocking in to the online world because of the simplicity the service provides.”

What is the boost? Jacob explains: “If you can deliver TV signals to the masses and don’t have to deal with satellite uplink and downlink, there are advantages – not just cost advantages but workflow simplifications.”

VDM has been upgrading its Uplynk live service software with a range of enhancements this year.

The company’s services have been powering Heart Television channels‘ online news streams since June. With AOL now part of the wider Verizon entity, the empire is growing.

“Two and a half years ago, nobody knew what Verizon Digital Media Services stood for,” Jacob adds. “Today, we are the go-to partner when they want to do something live or linear.



Daisy Whitney <![CDATA[Brand Marketing Remains Key for Hotel Chain, But Social & Loyalty Key Too]]> 2016-10-13T17:26:26Z 2016-10-13T17:26:25Z [...]]]> In the wake of Marriott’s acquisition of Starwood, the hotel giant will continue to focus on brand marketing, but also test and lean on new technologies to reach consumers in new ways. That includes both tried and true tools like email marketing, as well as cutting-edge ones that rely on location targeting and virtual reality experiences, says Karin Timpone, Global Marketing Office for Marriott International, in this interview with Beet.TV.

When the two hotels merged, the loyalty programs were also meshed, and that’s added even more weight to email marketing as a means to reach regular customers, she explains. “Our loyalty program is important because we brought those together,” she says. “If we have a loyalty member we can target them with a very personalized email about an upcoming stay, and we might also buy advertising to introduce a new brand to them or to tell the story of how to link and join accounts.”

Content marketing is vital too, and so is social, and that’s why the travel brand relies on a so-called “command center for social media.” That’s like a newsroom to monitor and manage social and contact with customers, and Starwood-Marritott counts those centers on the East Coast, in London, and in Hong Kong, and also has a Spanish-language command center.

“If we see a conversation coming together in social media we might do some real-time buying in digital to add more gas to the fire. If we hear something cresting in social it’s important to pivot quickly,” she says.

Timpone adds that Marriott is studying virtual reality opportunities as they may have key applications in the travel sector. “We are trying to take the aspiration of travel and use new technologies to expand the story. That can get shared socially too [as in] ‘Look at the cool places you can go.” The chain also continues to explore geo-location tools combined with targeting, she says.

This video is part of Beet.TV’s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk. Please find additional videos from the Conference here.

Steve Ellwanger <![CDATA[Magna’s Cohen ‘Very Encouraged’ With Early Addressable Cross-Platform Results]]> 2016-10-13T17:31:01Z 2016-10-13T17:11:34Z [...]]]> “It’s not the wild, wild West but it’s close to it,” is how Magna NA’s chief David Cohen sees the present cross-device, addressable video advertising landscape. The challenge is coming up with a standardized way of targeting and measuring the results.

“It’s the front that I think will get the most amount of effort, interest and capital investment I would say over the next twelve to eighteen months,” says Cohen, who is President of the IPG media unit, in an interview with Beet.TV.

While addressable is more expensive to execute on a cost-per basis and requires the creation and insertion of messaging customized to individual users, “We have found that cost is far outweighed by the delivery of results,” Cohen says.

Results can include brand lift, awareness, intent, brand preference and sales. “We have some clients that have been able to close the loop” on sales conversion, Cohen adds.

In the automotive category, Magna Global has been able to confirm whether a targeted consumer took a test drive or actually purchased a vehicle following an addressable ad campaign. “We’re very encouraged by the early day learnings in that regard,” says Cohen.

The industry challenge is creating cross-platform standards “because there’s lots of folks who are claiming cross-device usage, insights, targeting. I don’t know if anyone’s measuring that to a standard that’s well defined,” Cohen says. “With any nascent business, you have a lot of upstarts in that space.”

Media agencies have little choice but to step up to new and emerging technologies, according to Cohen.

“You could think about it as job security really,” he says. “Technology has changed the game and will continue to change the game forever. It’s incumbent upon us to stay on top of all these developments and have partners that are blazing the trail in this new space.”

This video explores the state of cross-screen addressable video advertising.   The series is sponsored by AT&T AdWorks.  Please visit this page to view more videos from the series.

Steve Ellwanger <![CDATA[Household Level Cross-Platform Attribution ‘Absolutely Critical’: Carat’s Ray]]> 2016-10-13T01:59:10Z 2016-10-13T01:59:10Z [...]]]> The ability to target individual consumers with ads across digital devices and specific households via television is progressing well on parallel tracks. Just when those two paths will converge from a data standpoint is anyone’s guess.

“Right now, that data doesn’t exist in a co-mingled way or in a way that would allow us to truly target at a one-to-one individual level on an OTT or television device,” Doug Ray, the CEO of media agency Carat USA, says in an interview with Beet.TV at the annual IAB MIXX conference in Manhattan.

“Can we get there? Perhaps at some point. But we’re still going to then to crack the code around household versus individual or addressable data,” Ray says.

In the meantime, Carat is “engaging with the ability to target at the individual level and we’re leaning in and doing a lot of work with clients at the household addressability level,” Ray says.

This is not to say that cross-platform attribution at the household level isn’t relevant. It’s “absolutely critical,” adds Ray. “We’re able to look at that exposure not only through linear or addressable TV but also across other platforms. That’s been proving very well for us,” he says.

Although not many clients are active in that space, “those clients that are leaning into it are seeing real value and by testing it they’re able to substantiate that as a viable measure for them.”

Within the TV realm, the biggest issue to Ray is the lack of a common currency for measurement purposes among the biggest program owners. “They’re investing in their own datasets, ad tech, to enable addressability within their own ecosystem. But that starts to create some issues around cross platform or across suppliers,” Ray explains.

Citing companies like Samba and Simulmedia, which have amassed huge amounts of TV viewing data, Ray believes their efforts could lead to an industry wide solution. “My hope is that we get one of those as a potential solution for the industry to actually embrace,” Ray says.

The next step then would be getting that data down to an individual level. “I’m not sure that we will ultimately be able to get to that individual level without fusing or matching data,” he says.

This video is part of Beet.TV’s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk. Please find additional videos from the Conference here.