Beet.TV The root to the media revolution 2017-01-23T14:37:15Z http://www.beet.tv/feed/atom WordPress Steve Ellwanger <![CDATA[Turner Grows Content Marketing Platform “Ignite” with Social Distribution of Brand Partnerships]]> http://www.beet.tv/?p=44374 2017-01-23T14:37:15Z 2017-01-23T12:31:54Z [...]]]> Having just announced the launch of in-house sports marketing agency Turner Ignite Sports, the Turner Ignite unit has taken another step well beyond its traditional linear television clientele in content creation and distribution. And it’s not only the biggest advertisers that have come to embrace content creation and are seeking distribution beyond their own means, according to Frank Kavilanz, SVP of Social Strategy & Solutions at Turner Ignite.

Turner Ignite Sports is the latest iteration of Turner Ignite, which was created to offer content and data solutions. It’s described as an in-house, full-service sports marketing agency focusing on intellectual property, live events and experiential marketing, creative services and data solutions, as ADWEEK and Digiday report.

In an interview with Beet.TV, Kavilanz says Turner Ignite is well into virtual reality video creation along with finding niche audiences for marketers across Turner’s massive social, digital and linear presences.

One example is Turner Ignite’s work to promote Sully, the Warner Bros drama film about the “Miracle on the Hudson.” Calling VR “a fascinating place where we love to experiment,” Kavilanz explains how a VR camera affixed to the underside of a helicopter simulated the flight path of the crippled airliner, generating video that was augmented by CNN footage.

Having created a compelling piece of content, the next challenge was locating and targeting VR enthusiasts, according to Kavilanz.

“Given the fact that we are able to access all of Turner’s social handles, we’re able to find people who like VR,” Kavilanz says. “We have found that there are certain people who will watch anything that’s VR-centric on YouTube or Facebook. Because of our unique structure, we’re creating an audience of people who love VR in addition to people who are fans of a respective show.”

Turner initially believed its Turner Ignite clients would consist mostly or solely of its linear TV advertisers. But with so many marketers of all sizes having jumped onto the content marketing bandwagon, they need help finding audiences for it, according to Kavilanz.

Most of Turner Ignite’s work involves traditional one- or two-minute videos. “The way we typically structure these deals there is a content component and a media component,” Kavilanz says.

Using its data and insights to make sure the content reaches right audience, Turner Ignite guarantees video views or impressions. “About 70% of our deals are on a cost per view basis and the balance on a CPM basis,” says Kavilanz. “We’re also offering the opportunity for guarantees of a minimum of 30 seconds of view time, which is very unique and something advertisers are increasingly asking more and more to participate in.”

One code in particular that Turner Ignite would like to crack is video sharing, according to Kavilanz. “What we’re going after is not just deriving a quality view, we’re trying to unlock the share,” he says. “That’s something that we’re spending a considerable amount of time figuring out how we can do both.”

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Robert Andrews <![CDATA[USA Today’s VR Show Shoots Second Season To Draw Brand Experiences]]> http://www.beet.tv/?p=44283 2017-01-20T17:58:00Z 2017-01-20T13:12:36Z [...]]]> LAS VEGAS — USA Today is currently in production on a second “season” of its own virtual reality series, as it gears up to offer brands new ways to sell into the medium.

A year ago at the Consumer Electronics Show, chief revenue officer Kevin Gentzel announced to Beet.TV the company would be making daily VR content. Now USA Today has a weekly show, VRtually There, plus ad hoc productions and sponsor content in its VR strand.

A year later, Gentzel tells Beet.TV: The show has been a huge success, we’ve built a loyal audience already. Our shows are seeing millions of views by users across devices … on the touch web in 360 experiences, utilising (Google) Cardboard and all the way through the VR hardware space to Rift and Vive.

“In season two, which we’re currently shooting, we’re going to focus on three content themes…

  • “VIP experiences – what it’s like to be backstage at a July 4th fireworks show.
  • “Hardcore adventure experiences – what it’s like to be swimming with sharks…
  • “American experiences like the American ballet theatre.”

So far, USA Today’s VR play has focused on visual spectacle over out-and-out storytelling. Perhaps such a tactic more naturally fits the novel medium than reportage.

The first live production under the VRtually There strand is the inauguration of new US president Donald Trump.

The publisher isn’t just producing editorial content, it also wants to make VR content for brand sponsors. Last year, Toyota, Macy’s, Amazon and Alcatel all paid USA Today for VR. For example:

But USA Today has also built an ad format it’s calling the “cubemercial“, for creating advertiser experiences inside the VR content itself.

Next up, Gentzel thinks brands are going to want to offer VR experiences through the publisher. “You’ll see us experiment more in 2017, likely to include experiential experiences for brands,” he tells Beet.TV. “Courageous brands are stepping up, saying ‘we want to experiment with this’.”

USA Today is on the cusp of discovering what works in this new medium. But it’s likely publishers and brands alike are going to be sensitive to over-delivery of advertising in what is a highly intimate media environment.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605.  For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[[m]Platform’s New CEO Gleason Sees Brand Interaction’s Voice Revolution]]> http://www.beet.tv/?p=44344 2017-01-19T19:06:55Z 2017-01-19T19:02:10Z [...]]]> LAS VEGAS –  Mobile has already shaken up the landscape for how brands interact with consumers. Now a new wave of technologies is provoking yet another big reconsideration for advertisers.

That is according to an ad-tech exec who was just named to head Group M’s reconstituted data and technology division.

Brian Gleason, who already headed Group M’s Xaxis programmatic division, is now CEO of [m]Platform, a “suite” that comprises data analytics, audience insights, data scientists, technologists from across other Group M divisions.

Interviewed by The Drum earlier this  month at a Consumer Electronics Show in which Amazon’s Alexa voice-control system was decreed a winner for third-party integrations, despite Amazon not having exhibited at the show, Gleason said he sees the future of retail and advertising changing as a result.

“When you think about how much we do on our mobile device, whether it’s shopping, watching television, it’s completely changed the way that we live,” he said.

“With the new (Amazon) Echo or Dot, when you think about voice recognition and the way that we use that, the way that we search or shop, it changes the way that we’re going to make technology intelligent.

“Consumers want it easy, they want it fast and they want to be able to buy things in a way they feel comfortable with. We’ll see it completely change … the way people engage with the brands is going to change.”

Echoing Gleason’s forecast, GroupM North America CEO Brian Lesser agreed – voice assistants are the biggest shake-up to consumer interaction in a generation of technology.

Asked to name the most transformative technology, Lesser said: “Applications of Amazon Echo and Google Home to connect various parts of the home experience.

“These tools will become the operating system for the connected home, which will connect your television experience to your tablet experience, to audio, to all the functions of your home.”

That is going to mean an opportunity for digital platforms to capture new voice-derived user search data, as well as to bring the consumer purchase opportunity right up in to the immediate conversational experience.

At CES, advertising executives said the consumer purchase journey is shortening as advertising messages are changing to deliver in-built purchase opportunities. Interviewed in the video are:

  • Videology sales strategy and data analytics SVP Aleck Schleider
  • Geometry senior VP Brian Spencer
  • GroupM North America CEO Brian Lesser
  • [m]Platform COO Nicolle Pangis
  • [m]Platform CEO Brian Gleason
  • Jivox CEO Diaz Nesamoney
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Steve Ellwanger <![CDATA[OMD’s de Nardis Enthuses About VR, Driverless Tech and IOT]]> http://www.beet.tv/?p=44268 2017-01-18T18:57:21Z 2017-01-18T18:54:40Z [...]]]> 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 the industry,” de Nardis says in an interview with Bee.TV. “I think innovation is the key word and that is what attracts so many of our clients to come here each and every year.”

Once again, 2017 is the year of virtual reality “because we’ve been saying it for the last three years,” de Nardis muses. “It hasn’t been yet,” with the exception of limited audiences for the emerging technology, he adds. “I don’t think we’ve yet arrived to the final consumers because of the lack of content and amazingly expensive cost of the hardware.”

He lists three things that he particularly appreciates this year, “even if they’re not new.” The first is driverless vehicle opportunities. “Every year it gets closer to where we need it to be. In comparison to just a couple of years ago, it’s absolutely fantastic,” de Nardis says.

He calls self-driving vehicle technology “a major revolution” because it has the potential to create time. “It’s good to give back 60, 90 minutes of time every day to people over the years. People doing it for pleasure or doing it for work,” he says.

Moreover, “It’s going to change the look, feel and organization of our cities.”

The second is evolution is the Internet of things, because every year it gets a bit closer to what every family needs at home. The end goal is to realize “amazing opportunities for us to connect the brands we represent with some specific moments and partnerships at the moment of consumption,” says de Nardis.

In third place in his rankings is the application of smart data, sensors and other technology in everyday products. He cites the example of L’Oreal’s “smart” hair brush, which counts strokes, analyzes the force used when brushing and recommends the company’s Kérastase products, as CNBC reports.

Such products show the promise of connectedness for a variety of daily activities, “Even the most banal one, brushing your hair,” de Nardis says. “There is a value out of it, even at 200 dollars. But eventually we go down to 50.”

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Steve Ellwanger <![CDATA[Adobe’s Foster: Brands Should Focus More On What Consumers Want]]> http://www.beet.tv/?p=44273 2017-01-18T15:24:27Z 2017-01-18T15:24:27Z [...]]]> 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 of Product Marketing says in an interview with Beet.TV at CES 2017. “Consumer psychology. What do consumers want? What do they need? What is the hierarchy of needs?”

He suggests marketing concepts from the 1950’s and 1960’s can be useful when trying to create personalized experiences.

“Also what’s lost is the creative aspect of it,” he adds. “How do you create a better environment for consumers so that they’re more likely to make a purchase decision or more likely to have brand affinity for a particular product or service or company?”

Too often, the focus is solely on data and “we don’t focus on what people want,” says Foster. “Sort of the basics of marketing.”

While Adobe itself is slightly less than a quarter-century old, it seems to have been listening to what a lot of people in the tech space desire, particularly when it comes to video. Its 2016 acquisition of TubeMogul is the capstone in the creation of a “three-legged stool” to neatly capture both the demand side and supply side—and most points in between.

“Historically we’ve have a data management platform, we’ve had a performance marketing engine with Adobe Media Optimizer but we haven’t really had a demand side platform focused on brand building through video,” Foster explains. “And that’s really what we’re trying to accomplish with the TubeMogul acquisition.”

The next phase of the company’s video evolution is connecting the buy side through TubeMogul with the sell side via Adobe Primetime TV Media Management. This, says Foster, will create “tighter, stronger connections between media buyers, TV buyers, video buyers and broadcasters and MVPD’s that have professional video inventory to sell.”

Adobe is now equipped to assist brands from content ideation through to production and distribution video distribution, all the way through to measurement and monetization.

For the company’s media customers, Adobe’s primetime footprint and authentication touches over 99% of U.S. pay TV households, according to Foster. “That’s a significant footprint in premium inventory,” he says.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Steve Ellwanger <![CDATA[CES Sessions: Parsing Ad Load Limits With 605, NBCUniversal, Omnicom And Turner]]> http://www.beet.tv/?p=44327 2017-01-18T12:10:48Z 2017-01-18T12:10:48Z [...]]]> 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 who participated in a Beet.TV panel discussion about commercial loads during CES 2017 held at the OMD Oasis at The Venetian. Moderator Matt Spiegel of MediaLink began by asking panelists what the TV world might look like five years from now, given the low tolerance many people have for watching commercials in the digital realm and their ability to avoid them via subscription services.

Kristin Dolan, CEO of 605, which provides data-driven, census-based audience measurement solutions, commended Turner Broadcasting’s drive to reduce commercial load. “I think it puts the customer first to say were not going to jam however many minutes in an hour,” said Dolan. Observing that “advertising is part of our existence, it’s not going anywhere,” Dolan said she doesn’t perceive outright antipathy toward advertising. “The more relevant the advertising is the more it actually could have a positive impact on the brand that’s surrounding the ad that’s being presented,” she said.

“We take a long-term view,” said Michael Strober, EVP, Client Strategy & Ad Innovation at Turner, before citing audience demographics showing how much people ages 18 to 24 watch on-demand programming as opposed to live TV. “What’s going to happen five to ten years from now when they are largely the key audience that most of our clients want to reach? If they go to linear TV and it still looks like it does today, we’re going to lose them.”

The key is to start to figure out now how to show fewer commercials “but each exposure or opportunity is incredibly impactful to the marketer and ultimately to the consumer,” Strober said.

Jonathan Steuer, Chief Research Officer at Omnicom Media Group, noted that the main objection to digital ads is their intrusiveness. It’s not that consumers don’t understand the value exchange at play when watching ad-supported content, according to Steuer.

“I think part of it is just about having a reasonable conversation with consumers at scale and looking at the data about what’s working and what’s not working and adjusting the mix accordingly,” said Steuer.

Asked by Spiegel to imagine a TV world in which ad delivery and performance is based on impressions as opposed to units, Denise Colella, SVP, Advanced Ad Products & Strategy at NBCUniversal, said “It’s just a matter of time. In a couple more years the television on the wall will be able to deliver advertising in the same way that you get it on your phone or that you’re getting it on your tablet or on your laptop.”

This video was produced as part Beet. TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[4C’s Goldman Sees Ad Opportunity Become Reality]]> http://www.beet.tv/?p=44286 2017-01-16T22:52:45Z 2017-01-16T22:12:10Z [...]]]> LAS VEGAS — The tectonic plates of the ad-tech ecosystem have shifted in to alignment, allowing now advertisers to do many of the newfangled techniques that have been talked about for years.

That’s according to one media-tech exec whose company just passed some milestones of its own.

4C Insights ingests social media platform data and TV ad data from around the world to help advertisers serve social ads up against TV viewing, or vice versa.

“We closed the year just shy of $1bn in annualised ad spend running across our platform,” 4C Insights chief marketing officer Aaron Goldman tells Beet.TV.

“We tallied north of 400m detections of assets across linear television.”

Goldman says social data through 4C’s “affinity graph” can activate linear national TV ad buys or on social media.

“As the plumbing and infrastructure gets upgraded, we can do some of the things we’ve been talking about for  along time,” he says. “You’re seeing the opportunity become a reality.”

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[Discovery’s Garfield Aims To Extend Linear Optimization To Digital]]> http://www.beet.tv/?p=44290 2017-01-16T22:01:01Z 2017-01-16T22:01:01Z [...]]]> LAS VEGAS — Discovery Communications already has its own data management and optimisation platform for linear TV ad trading. Now it wants to bring it back to digital, too.

“Discovery Engage, which is our linear optimisation platform, we started on the linear side,” Discovery Communication data analytics VP Sam Garfield tells beet.TV in this video interview. “We’re looking to broaden it out later to more the digital side as well.”

Discovery’s platform can ingest advertiser targets to better fuel media buys. And Garfield says this year he will add more such data to make the targeting more precise.

“This year is about bringing in additional data sets, working with additional data providers to look at what’s possible and be innovative in the space,” he adds.

But that doesn’t mean Garfield thinks full addressability will take over all of TV advertising.

“It’s still the early days,” he says. “To be able to reach broad scale in a branding opportunity will always be there.

“It’s interesting, but there are some hurdles. The data and technology are there to make it happen. But the hurdles (are) the business rules (in the TV industry).”

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Steve Ellwanger <![CDATA[CES Sessions: 605’s CEO Dolan Builds On Cable Industry Roots In Addressable Linear TV]]> http://www.beet.tv/?p=44295 2017-01-16T21:49:33Z 2017-01-16T21:49:33Z [...]]]> 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 TV and her passion for more precise audience targeting using data, she explained during a Beet.TV panel discussion held at the OMD Oasis at CES 2017.

Joining Dolan on the dais were Denise Colella from NBCUniversal, Turner’s Michael Strober, Jonathan Steuer from Omnicom Media Network and moderator Matt Spiegel of MediaLink.

Asked to trace the Dolan family’s pioneering involvement with addressable linear TV, she explained how for 27 years she helped run Cablevision—from its trucks to its call center—and oversaw the in-house marketing department. Cablevision started aggregating set-top box data with an initial sample size of 1% and around 2007 began dabbling with addressability. Located in the number one market, it would become the first 100% addressable U.S. cable system.

“We had lot of time and the benefit of some runway to really learn about addressability,” said Dolan. “Our sales teams used data from the set-top boxes to sell advertising on an impression basis. They could sell long-tail content because we could apply actual viewership information against those long-tail networks.”

Being a subscription-based business, Cablevision “utilized our own avails a lot” to target viewers to upsell services and for tune-in initiatives. “We could do frequency capping and media optimization within the marketplace, and integrate both the opportunity to have set-top box data and 100% addressability within our own company,” said Dolan.

After completing the sale of the company, the Dolans formed Dolan Family Ventures then acquired Analytics Media Group and formed 605, whose segmentation and targeting services started in political advertising and have expanded to serve companies like Walmart.

Given all of the “noise and the discussion about the marketplace right now” about marketers leveraging more precise audience data, Spiegel asked Dolan why 605 is starting out with a focus on the sell side.

She used the words “passion” and “passionate” to describe her affinity for using data to provide better audience targeting, noting that 40 million homes are reachable via addressable linear TV.

“Because our primary experience is coming from cable television and a lot of our relationships in the past have been with the programmers that’s the area we want to focus on first,” said Dolan.

This video was produced as part Beet. TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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admin <![CDATA[Alexa Rocks Vegas & More: Ashley J. Swartz’ Take on CES 2017]]> http://www.beet.tv/?p=44310 2017-01-15T18:39:32Z 2017-01-13T20:24:11Z [...]]]> Every year I provide Beet.TV audiences with the most relevant takeaways and insights I’ve found at CES for the advertising and media industry.

CES 2017 proved to be a year that foreshadows incredible impact on the advertising industry. With the ‘Internet of EVERYthing’ and autonomous devices, shopping behaviors and the consumer touch points brands have today will be radically affected. If your washing machine automatically reorders your detergent, why would you ever switch brands? It would require more work. Advertising was founded on the core tenet that exposure to it can impact purchasing decisions and even spawn impulse buying. How can a consumer make an impulse purchase if they no longer shop?! And this is only one more mountain for retail to climb.

I go on to discuss other tipping points like the death of the UI and keyboard, as well as the continual incremental improvements in resolution of TVs, processing power, memory and the ubiquity of 5G. VR was lacking the presence I expected it to have, well, at least VR content creators.

After taking you through my Top 5 of the show, I examine in detail the impact these technologies may have on advertising and media, as well as affect on us as human beings. In my eyes, we are more connected than ever, but yet so out of touch.

– Ashley J. Swartz, CEO of Furious Corp

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Robert Andrews <![CDATA[Live Has Arrived – Young Turks’ Uygur Breaks New Ground]]> http://www.beet.tv/?p=44258 2017-01-13T09:15:03Z 2017-01-13T09:15:03Z [...]]]> LAS VEGAS — It began as a live radio show, before the digital age forced it in to an on-demand box. But now The Young Turks, a video broadcaster producing progressive politics commentary, is set to make hay from a return to its live roots.

Sixteen years ago, co-founder Cenk Uygur launched The Young Turks on Sirius radio. since then, it has also built up a huge following for its online videos, with more expansion plans to come.

But, in this video interview with Beet.TV, Uygur says new live broadcasting capabilities from social media operators are lighting up a whole new opportunity for the media network.

“Facebook and YouTube… once they gave their audience the ability to view it, viewers said, ‘Of course I want to watch things live!’,” Uygur says.

“I got kicked off a plane and started live-streaming it. All of a sudden, this giant audience across the world is watching this drama unfold. It’s a beautiful, amazing new world.

“The audience has got used to watching it live. Before in digital you’d watch it on-demand. Now you get these pop-ups saying ‘Cenk is live’.”

Case in point – on the day of the 2016 US presidential election, The Young Turks rolled its live broadcast out across its platforms – as hosts’ initial optimism turned to horror at the result.

But the outcome nevertheless proved one thing to Uygur.

“On election, we had a million hours of viewing in one day, on YouTube and Facebook Live,” he tells Beet.TV. “That’s when you now that live has arrived.”

And he is now targeting even newer platform opportunities, beyond social, to grow the audience further, like the live online TV app Pluto and “skinny” cable TV bundles that combine traditional and digital brands.

“We’re going to hire a lot more in the days to come, expand our shows, expand the platforms we’re on,” Uygur adds. “We’re going to keep on expanding until our lead is so large it depresses the competition.”

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605.  For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[OMD’s Mendonça Weighs Addressable ‘Holy Grail’ And EU Prviacy]]> http://www.beet.tv/?p=44256 2017-01-12T16:10:43Z 2017-01-12T16:10:43Z [...]]]> LAS VEGAS — The age of addressability is upon us, promising clients laser-targeted audience relevance – but the power will come at a price, and the potential must be carefully executed against imminent new European legislation.

That is according to one ad agency boss now helping clients understand and benefit from the changes.

“We are definitely entering an addressable age,” says Nikki Mendonça, OMD’s EMEA president, in this video interview with Beet.TV. “Personalisation at scale is the holy grail of marketing at the moment.

“We’re having a myriad number of conversations with clients at the moment about how to achieve that relevance for them. Using data … is the sweet spot.”

OMD has been helping clients use opportunities like AdSmart, the addressable TV offering from Sky, the UK’s pay-TV leader.

“The relevance is giving very good ROI, even though you pay inflated CPMs,” she says. But other markets are less developed. Already, France and Germany are behind due to national limitations on use of data in advertising. And a big challenge is imminent across the continent.

“In other parts of Europe, addressability at large is still quite fetal,” Mendonça says. “The General Data Protection Regulation (GDPR) is coming in to force in May 2018.

“If you are seen, as an advertiser, to flout any data protection rules, your penalty is 4% of your global turnover. We have to exercise some caution going in to a world of being abel to leverage trillions of data points.”

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605.  For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[AI Ads Are Ready For Prime-Time: OMD’s Edwards]]> http://www.beet.tv/?p=44251 2017-01-12T12:41:12Z 2017-01-12T12:41:12Z [...]]]> LAS VEGAS — Artificial intelligence will come to play an increasingly important role in the decisioning and consumption of digital content and advertising, according to one of communications agency OMD‘s big thinkers.

In this video interview with Beet.TV, OMD strategy and product development director Jean-Paul Edwards says AI is nothing new – but it is now ready to make in-roads in to media.

“AI’s been with us for 50 years – it’s had a lot of false dawns,” Edwards says.

He should know. Edwards has been heading up future-facing tech strategies for agencies for years. But now he says AI is truly emerging.

After all, The Weather Company and IBM are now using IBM’s Watson AI engine to power conversational ad units.

“We’re starting to see AI in terms of … decisions around content delivery in the digital space,” Edwards says.

“The next step is to bring that to mass broadcast video … fitting broadcast-quality content in to pipes, through to curation algorithms …  (so that) a TV set knows exactly what you want to watch. … your brother-in-law’s YouTube videos or a specialist bit of content from a group n Facebook or the big new cop show on NBC.”

But there is no single product called “AI” that agencies can simply switch on. Rather, there is a messy, emergent set of tools Edwards is calling a “cognitive technology stack”, comprising data sources, sensors, APIs and bots.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605.  For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[Time Inc’s Murray Eyes Cross-Brand Content For Digital Age]]> http://www.beet.tv/?p=44254 2017-01-12T12:38:50Z 2017-01-12T11:12:24Z [...]]]> LAS VEGAS — Over the two decades that magazines have been embracing the web, the strategy for many has flip-flopped between two models – showcasing existing magazine titles and a portal roll-up of content from across those titles.

Time Inc thinks it has done pretty well at converting its magazines to digital. Now it wants to tap their individual strengths to build cross-brand verticals.

Speaking with Beet.TV in this video interview, Time Inc chief content officer Alan Murray says the group clocked 140m unique visitors last month.

“A lot of it has just been done by extending the magazines in to digital,” Murray says. “What we’re now trying to do is organise ourselves to take better advantage of digital opportunities.

“We have nine different magazines that do food content. South Living does a lot, Cooking Light, Real Simple. Each of them by themselves is not that big a player in the digital world. Put ‘em all together and they have 40m uniques – they are one of the power players in food.

“We’re creating an organization that allows us to take advantage of those kinds of opportunities. Same is true in health, in a number of different areas.”

Time Inc now has websites like Extra Crispy and Health whose content is partly taken from some of its specific magazine title sites.

Next up, Murray expects the video revolution to finally bed in soon.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605.  For more videos from the series, please visit this page.

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Steve Ellwanger <![CDATA[Omnicom Experimenting With Versioning Of TV Ads In National Units]]> http://www.beet.tv/?p=44246 2017-01-12T05:36:19Z 2017-01-11T23:08:42Z [...]]]> 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 in that,” Geraci, who is President of National Broadcast for the media agency group, says in an interview with Beet.TV at CES 2017.

He describes it as “sort of a rethinking of the whole Canoe idea,” a reference to the 2008 launch of Canoe Ventures by a half dozen major cable operators. The initial concept of the company was to develop interactive TV ads, as ADWEEK reports.

The modern iteration would direct advertising not on a local basis as with addressable, which is limited to two minutes of local advertising inventory, but on a national basis based on what’s known about specific households.

It could involve “ten versions of a particular brand advertisement that has different meanings for different individuals,” Geraci says. “But really it would be in that one commercial position that the advertiser owns with a particular national network.”

As for local addressable TV ads, “As you get these distribution platforms to be bigger and of greater scale that can then precisely target households and you’re covering most of the U.S., it becomes a bigger idea,” he adds.

On the subject of commercial load within programming, Geraci lauds the efforts of media companies like Turner that are experimenting with fewer commercials in addition to offering brands sponsored content opportunities that are complementary with programming.

“I give them credit for trying to address this head one and de-commercialize at least one of their networks in a major way to see if that’s going to improve viewership,” Geraci says. “Let’s face it. If they build ratings by lowering commercial load then they’ve got more GRP’s to sell. So in their view I guess it’s a practical business model to try and do that.”

As for branded content that fills in as a substitute for traditional ads, Geraci says Omnicom has experimented with it but the format is limited to advertisers that have “a certain specific message” that ties in well with the content.

“When you’ve got that and can make that work, it’s sort of lightening in a bottle and it’s a wonderful execution to take advantage of. But I don’t think it’s a large scale business that just about everybody can be involved in,” Geraci says.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Steve Ellwanger <![CDATA[IBM’s Watson Ads Solution To Expand Beyond Weather Company Assets]]> http://www.beet.tv/?p=44241 2017-01-11T22:48:46Z 2017-01-11T22:43:49Z [...]]]> 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 Clayton offers some advice for brands thinking about dipping their toes into cognitive advertising.

“Keep every audio recording your company collects. Don’t throw anything away if it’s voice related,” Clayton says. “Your call center logs, keep them all. Those are the crown jewels to train artificial intelligence in the future and to understand peoples’ intentions.”

The year 2017 will bring the debut of what Clayton describes as IBM’s cognitive media platform. It will put the power of Watson directly into the hands of marketers seeking to better understand consumer intent and create content that satisfies the intent.

“You bring your data set, we bring our data set,” Clayton explains. “We bring the artificial intelligence cognitive capability to help people make better decisions and personalize content across all screens, all devices.”

Among IBM’s main assets is scale, as evidenced by the 40 billion forecasts The Weather Company executes each day, consuming about 44 petabytes of data (one petabyte is 1 million gigabytes). While companies like Facebook, Google, Microsoft and others also have massive scale, a big differentiator for IBM is cognitive capability.

“It’s the ability to understand with natural voice interaction and to learn and to access all kinds of data,” Clayton says. “Structured data, just like database, and unstructured data like tweets in twitter.”

IBM enables brands to scan the data to understand divine consumer intentions when interacting with natural language voice.

For The Weather Channel, it could be someone asking whether they will need an umbrella on a particular day. “What I really want to know is it going to rain on Saturday, but I didn’t ask that,” says Clayton. “The response from us is there’s an 80 percent chance it will rain on Saturday so yes, you should probably take an umbrella.”

IBM isn’t looking to replace humans altogether, according to Clayton. “Some companies are working on solutions to try and replace us. We foundationally believe it’s about helping people make better solutions,” Clayton says.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[Renault Will Shift To Addressable TV Ads By 2019]]> http://www.beet.tv/?p=44236 2017-01-10T22:55:40Z 2017-01-10T22:55:40Z [...]]]> LAS VEGAS — Auto maker Renault has a plan to move away from traditional, inefficient mass advertising to consumer-targeted ads within two years, including on TV.

Speaking at the Consumer Electronics Show, Renault marketing communications VP Bastien Schupp told Beet.TV: “Moving from mass marketing to marketing to individuals is one of the key challenges for us in the next two to three years. (We plan), until 2019, to move from mass marketing to marketing to individuals.”

Schupp, a car marketing veteran, says the plan will be executed in different regions at different times, because different countries are more or less mature when it comes to data strategy, addressable TV and consumer readiness.

The motivation for the shift is fascinating. The car industry is one of the most important sectors to TV advertising. But we have recently heard from several ad-tech vendors that the auto industry also has most to gain from laser-targeted TV and video ads. Renault’s Schupp now explains for the car marque’s perspective.

“Today, at any given time, only 4% of the people are in-market to buy a car,” he says. “And yet, we put almost 90% of our resources against these people, just because we don’t know any better.

“Thanks to addressability, we should be able to reduce the amount of resource we put against convincing people to buy a specific car, take that money out and tell much more interesting, relevant stories to people who are not interested in buying a car tomorrow.”

Schupp says Renault’s big plan has three pillars:

  1. Securing Renault’s data infrastructure.
  2. Changing the way it produces ad creative for an age of dynamically-presented, individually-targeted ad assembly.
  3. Altering the way in which the company buys its media.

Amid all that change, one thing will remain consistent, however, Schupp says – no matter what form it takes, creativity will remain paramount.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605.  For more videos from the series, please visit this page.

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Steve Ellwanger <![CDATA[Turner’s Strober Explains Advanced Linear TV Audience Targeting]]> http://www.beet.tv/?p=44230 2017-01-11T00:18:14Z 2017-01-10T15:36:03Z [...]]]> 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 targeting process. “Everything we do has to be projected or estimated looking forward.”

During a break at CES 2017, Strober relates in an interview with Beet.TV how Turner has been providing advanced audience targeting for several years and has over a hundred different schedules to show for it.

“What we’re finding is that we can actually zero in on the audiences that our clients care about most in a linear fashion,” Strober says. “It doesn’t have to be addressable. We can do it in traditional linear television.”

Turner uses a proprietary algorithm and a model that provides audience estimates using historical indices. In addition, the company takes into account “a myriad of other variables” to identify desired audiences, according to Strober.

“The Algorithm goes through our inventory and will help isolate those particular shows limited to the half hour of each day of the week where a marketer’s audience would most likely be,” Strober explains.

The resulting schedule is trafficked in the same way as a traditional Nielsen demo-guaranteed schedule.

“When we get the findings afterward, we usually see a significant lift in the intended audience they care about most. On average it’s been about a 21 percent lift in that target,” says Strober.

Asked how Turner determines business outcomes resulting from a particular schedule, Strober says it requires fusing consumer behavioral data with viewership data.

“The fact that we can now apply data and analytics to linear television in ways that have never been done before I think is an enormous opportunity for both our clients and our agency partners to get on board,” Strober says.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Steve Ellwanger <![CDATA[Predictive TV Targets Purchasers, Not Demos: Simulmedia’s Zimbalist]]> http://www.beet.tv/?p=44226 2017-01-10T00:59:46Z 2017-01-10T00:59:46Z [...]]]> 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 future will come,” Zimbalist says. “The future will be maybe like one to one, maybe not. One never knows. But there are so many things we can do today to optimize linear.”

Simulmedia does predictive planning informed by a single-source data set of viewing behavior from set-top boxes and smart TV’s plus purchase behavior. “We don’t have to be constrained by 40,000 plus Nielsen households,” Zimbalist says.

The company buys inventory from networks and cable operators to use TV as an “acquisition vehicle” for brands to gain new customers.

“When people talk about data, the most valuable data that any brand has is their customers,” he says. “The one asset that can’t be commoditized in this day and age if you’re a brand is your first-party data.”

The concept is to look forward instead of backward, according to Zimbalist. “We can now watch and see and anticipate what people are going to watch on TV, not just look retrospectively at what they’ve watched in the past to make a plan,” he explains.

Predictive modeling of viewing behavior as viewing behavior changes is a “fantastic opportunity” for planners, Zimbalist adds. “When you do that particular modeling against targets that are purchasers of your product and not just age and demo, you’ve optimized linear TV today,” he says.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Steve Ellwanger <![CDATA[Focusing On Video Outcomes Cures ‘A Lot Of Ills And Worries’: Eyeview’s Harnevo]]> http://www.beet.tv/?p=44220 2017-01-09T18:55:49Z 2017-01-09T18:55:49Z [...]]]> 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 out there are optimizing toward hitting a demo, or targeting a DMA, or making sure the videos are completed, or they’re viewable and a lot of intermediate metrics like recall,” Harnevo says in an interview with Beet.TV at CES 2017.

Eyeview’s VideoIQ platform infuses consumer, brand and retail data into a decisioning engine to programmatically deliver one-to-one personalized video. One of the company’s recent case studies details a $7.83 return for every $1 in ad spend for TriHonda—representing dealers in Connecticut, New Jersey and New York.

“What’s special about focusing on outcome is that it kind of cures a lot of the ills and worries of the industry right now,” says Harnevo.

He cites “crazy, unprecedented” hacking attacks and “almost about $5 million fraud a day with video ads, and that gets advertisers very frightened and it should be.”

He says focusing on sales rises above such concerns because Eyeview is buying real people. “You can’t fraud a sale,” says Harnevo. “You can fraud a completion. You can fraud a viewable demo but you can’t fraud a store sale.”

Eyeview uses data partners that vary by business category, including marketers’ first-party CRM data, Nielsen Catalina and others in consumer packaged-goods, Cardlytics and MasterCard in financial services and, as in the case of TriHonda vehicles, J.D. Power and Associates.

“It’s really closing the loop from the view of a real person all the way to the end to see if they actually bought,” is how Harnevo describes the process.

Screens are becoming less important, according to Harnevo. “We need to make sure that we can find this individual again or find any person again. It doesn’t matter where he’s at,” he adds. “For us it’s television, Facebook, mobile.”

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[Facebook Working On TV-Style Ad Units, Blodget Says]]> http://www.beet.tv/?p=44206 2017-01-08T21:17:20Z 2017-01-08T21:17:20Z [...]]]> LAS VEGAS — Facebook is working with publishers to develop a new style of social video ad format that will look and scale like TV.

That’s according to the head of one of the publishers involved in the process, Business Insider CEO Henry Blodget.

“Facebook is now designing new units for social video,” Blodget told Beet.TV in this video interview at the Consumer Electronics Show. “I’ve been sworn to secrecy, so I can’t reveal some of what they’re coming up with – but they’re coming up with some very smart ways which are much more integrated in to the storytelling, in the same way it is in television.

“I think that will unlock a huge opportunity for brands, and it will get the control and scale that they’d love from television.”

Already at CES, we heard how Facebook is expanding a test of video advertising inside its Facebook Live broadcast streams.

Video could be big business for Facebook, which, together with Google, is already gobbling up the lion’s share of new digital ad dollars.

And publishers now stand to gain, having learned the particular recipe for deploying video in a social media environment, Blodget says.

“A few years ago … we put our stuff on Facebook – it didn’t work at all, nobody watched it,” he tells Beet.TV.

“We realised, through experimenting, it’s a new kind of story, you have to tell the story differently, build the distribution differently.

“Sometimes, they’re vertical or square; sometimes they’re sound-optional … once you do that, it unlocks this incredible new opportunity of people who are going through their social feed.”

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605.  For more videos from the series, please visit this page.

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Steve Ellwanger <![CDATA[Great Creative Is ‘Table Stakes’ As Clients Seek Insights, Knowledge: TBWA’s Ruhanen]]> http://www.beet.tv/?p=44209 2017-01-08T21:14:41Z 2017-01-08T21:14:41Z [...]]]> 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 us are trying to find out what is the new format. Is it 30 seconds or is it 10 seconds or is it two minutes,” says Ruhanen. “We’re really stretching out to find out what is the right kind of engagement for the customer.”

In an interview with Beet.TV at CES 2017, Ruhanen sees a “real arc to try to work out how to manage” clients’ production budgets.s.

This leads to discussions like, “We’re going to push this out, it’s going to be immediate, we’re going to take it back down. It’s not there to go run in the Super Bowl,” says Ruhanen. “I think it’s really an ongoing conversation with clients right now.”

Citing some 19 client wins from 22 account pitches over the last two years, Ruhanen says marketer expectations of great creative output “is like table stakes” for TBWA. “What’s interesting about that is it wasn’t about the work as much as what it used to be,” he says. “It’s much more about how do you work, how do you uncover insights, where do we get knowledge.”

Marketers, he notes, are “very stretched internally” so they’re looking for proactive business partners.

Competition for hiring the best talent is pitched. “And what it’s replacing is sort of the service culture. It’s much more into knowledge culture,” Ruhanen says. It’s led TBWA to hire journalists, people from Wall Street and “a lot of people, believe it or not, out of national security.”

A winning element of creative executions is cultural touch points in an age of global stress and strain. Ruhanen points to TBWA’s annual holiday campaign for Apple and an effort for ANZ bank in Australia.

The Apple ad features an iPhone-using Frankenstein who lives a Grinch-like, secluded life until he ventures into a local village and finds friendly people, as Tech Crunch reports. “That was incredibly timely and very, very impactful,” Ruhanen says.

In the ANZ campaign, which targeted females, youngsters are doing tasks for pocket money but the boys are unknowingly paid more than the girls. “I think doing things that are culturally relevant, that are about some of the tensions that are in society right now” are the ones “that are really hitting home,” says Ruhanen.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Steve Ellwanger <![CDATA[comScore’s Fulgoni On Internet-Connected Devices And The Future of Media Research]]> http://www.beet.tv/?p=44196 2017-01-08T21:12:07Z 2017-01-08T21:10:53Z [...]]]> 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 12,000 households, each with an average of 10 Internet-connected devices—hence its measurement of media consumption on some 120,000 screens.

“What we’re finding is pretty amazing in the way that different devices are being used and how they’re being used,” Fulgoni, who is CEO and Co-Founder of comScore, says in an interview with Beet.TV during a break at CES 2017.

For example, there’s no particular loyalty to iPhones versus Android phones. “A lot of the homes have combinations, which is kind of interesting,” he says.

comScore’s also seeing “a wide variety” in the way that over-the-top devices are being used to deliver content. According to Fulgoni, the company is measuring consumption of OTT for services like Netflix. (comScore’s take on the current state of digital media is available here.)

Gone is the era when a research provider could build its own panel and measure pretty much what its clients needed. “I think those days are over,” Fulgoni says.

The change largely derives from the fragmentation of viewing consumption. “To be able to measure all of that with the granularity you need you have to have the cooperation of the content owners and the device owners to tag the content,” he adds.

So in a sense, he adds, “The providers of the research data have become dependent on the entities that they’re trying to measure. And that’s something that we’ve never seen before in the media research business. A case in point is comScore’s database populated by 52 million set-top boxes that it doesn’t own.

He believes the trend of television advertisers asking media companies for the ability to reach specific audiences beyond traditional age and gender targeting is heading in a distinct direction. “I suspect that that’s going to be in many ways the future of how advertising is bought and sold. That’s my personal view of where we’re going to go,” Fulgoni says.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[How OMD’s Cuthbert Delivers In ‘The Age Of Addressability’]]> http://www.beet.tv/?p=44208 2017-01-12T13:16:11Z 2017-01-08T21:08:31Z [...]]]> LAS VEGAS — The idea that advertisers can use TV to deliver personalised messaging, tailored for individual consumers, is no longer just an idea – it is here and now, according to one ad agency boss.

“We are in the age of addressability, it’s here,” OMD EMEA chief digital officer Blake Cuthbert tells Beet.TV in this video interview. “That’s at the top of our clients’ agendas.”

So how is OMD helping clients embrace the new age, when so many opportunities abound?

Cuthbert says the agency is using an approach of testing and partnership.

“How do we create mass personalisation?,” he asks. “We are working in very specific teams, we are putting  number of different specialists… a search specialist working with a programmatic specialist of traditional TV specialist … to understand what signals we’re seeing and what message and content needs to happen there, across the entire journey a user has with a brand.”

Cuthbert says there are so many channels and options through which a brand can now reach consumers – but it is important that campaigns do not dwell on campaign key performance indicators (KPIs). Rather, it is imperative brands and their agencies focus on the end outcomes, like sales.

“The important thing is not to get caught up in the metrics as key KPIs but to use those as levers to tweak,” Cuthbert says.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605.  For more videos from the series, please visit this page.

]]> Robert Andrews <![CDATA[Facebook’s Schachtel Eyes Expanding Live Video Ad Test]]> http://www.beet.tv/?p=44189 2017-01-06T17:05:56Z 2017-01-06T17:05:56Z

[...]]]> LAS VEGAS — Facebook is testing advertising inside its Facebook Live live broadcasting system, and is planning to grow the number of ads served this year.

Facebook global technology and telecom strategy director Jane Schachtel revealed the plans to Beet.TV in this video interview recorded at the Consumer Electronics Show.

“We’re testing, in Facebook Live, short ad breaks,” she said. “Those tests are going pretty well.

“As we gain more positive traction in those short ad breaks, we’re looking to expand them in to Facebook Live but also in to video.”

Facebook began testing Facebook Live ads with a small collection of partners back in the fall. Until then, broadcasters were buying sponsored posts to promote their broadcasts.

And Facebook Live is one of the dominant themes for Facebook at the electronics show in Las Vegas, with several exhibitioning companies using the system to livecast product announcements.

“With 360 or Facebook Live, people are launching new products,” Schachtel added. “(Car company) Faraday Future used Facebook Live to launch their car. It’s like I was in the front row able to see Faraday Future’s beautiful new car. Same thing with NVIDIA.

“For publishers, it’s a monetisation opportunity. For brands, it’s an opportunity to have an ad inside their own Facebook Live story.”

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605.  For more videos from the series, please visit this page.

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