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Horizon Sees Increased Flexibility, Programmatic Acceleration in Upfronts

AMENIA, NY — As the TV upfronts season starts to wrap up, media agencies are noticing some key trends emerging in the way advertising is being bought and sold. Increased flexibility to move away from firm commitments and options, plus an acceleration in programmatic ad buying - especially around live sports - are two of the biggest themes this year. "It's something that our clients have been asking for, something that we've been able to deliver on this year, especially with that move to programmatic," said Alex Stone, SVP of Agency Partnerships [...]

Posted on 09/18/2024 at 5:53

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Recent Videos

AI Set to Accelerate Contextual Advertising Beyond Human Intuition: Digitas’ Liane Nadeau

Contextual advertising is poised to reach new heights in the coming year, as artificial intelligence and advanced technology help marketers move beyond obvious placements to uncover hidden moments of consumer receptivity. But to get there, the industry needs to evolve its definition of what personalization in advertising really means. That’s according to Liane Nadeau, EVP and Head of Media Investment at Digitas [...]

Data Collaboration Evolving Beyond Clean Rooms to Power Digital Ecosystem: LiveRamp’s Stanichev

AMENIA, NY — Digital advertising's data collaboration started with walled gardens, but it is evolving beyond clean rooms to power planning, segmentation and measurement. The practice, which lets advertisers gain event-level measurement while preserving privacy, is now a "key mechanism to have data through it in the ecosystem", said Frederick Starichev, VP Sales, LiveInsights, LiveRamp, in this video interview with Beet.TV. He tells [...]

Contextual AI Promises Personalization With Depth, Meaning, Trust: IPG’s Jayna Kothary

Personalization has long been a challenge for brands, but connecting data across organizational silos remains one of the biggest hurdles to overcome. Stitching together data sources from marketing, sales and customer service interactions can help brands truly understand what matters to people, according to Jayna Kothary, Global Chief Client Solutions Officer of IPG. "The minute you start to stitch those data sources [...]

Addressable TV Offers Scale and Impact for Advertisers: Effectv’s Midha

AMENIA, NY— Advertisers seeking to maximize their campaign impact while maintaining scale should look no further than addressable TV, according to Pooja Midha, EVP and General Manager at Effectv. With its ability to add 20-30% incremental reach, better measurement capabilities, and high audience match rates, addressable TV has become an increasingly attractive option for both national and local advertisers. Midha, speaking with Beet.TV [...]

Media Optimization in Real Time Is Key for Electoral Campaigns: Dynata’s Don Simons

The U.S. elections this year are forecast to set a record for media spending as the country’s two major political parties seek to influence voters such as independents who aren’t sure how they’ll cast their ballots. Reaching this slim part of the electorate on a variety of media outlets is critical, especially in the weeks since the incumbent president withdrew [...]

Innovative Ad Formats Improve The TV Experience: TripleLift’s Rachel LaMura

CANNES — As viewers turn to mature, ad-supported streaming services, are there still opportunities to elevate the CTV ad experience? TripleLift is observing the changes in consumer behavior and aiming to enhance the CTV ad experience with a focus on the consumer, says Rachel LaMura, VP of Product Marketing at TripleLift. In this video interview with Beet.TV, she says consumers are looking for [...]

Retail Media Evolves Beyond Onsite Search and Display: Digitas’ Christa Klausner

AMENIA, NY — The retail media landscape is rapidly expanding beyond its traditional focus on driving sales through onsite search and display advertising. As retailers launch new media networks on a weekly basis, the space is becoming increasingly complex, says Christa Klausner, SVP of Media: Commerce at Digitas North America, in this video interview with Beet.TV’s Rob Williams. "Historically, retail media has been [...]

Digital Audio, Local CTV Give Marketers More Ways to Engage Consumers: GroupM’s Jen Soch

ARMENIA, N.Y. – Millions of people in the past few years changed the way they spend time with media, and the Covid-19 pandemic sped up a longer-term shift toward digital audio and video streaming. Advertisers are working to keep up with these changes in consumer behavior by shifting media spending into podcasts and connected television, including at the local level. “What [...]

Microsoft Advertising’s MacGregor on Audience Scale & Leadership Lessons

AMENIA, NY— A Googler who recently left to head up a Microsoft Advertising division says she was inspired by Microsoft’s leadership, audience and product offering. Wendy MacGregor, VP of Global Media & AdTech Solutions, who recently joined the company from Google, says she was drawn to growth and building opportunities. "We also have an incredibly high quality engaged audience," MacGregor says. "And when I think [...]

Audience Measurement in a Privacy-First World – Mastercard’s Scott Lichtenthal

AMENIA, N.Y. – Marketers want as much information as possible about customers who consent to sharing details about what they buy. This first-party data is a valuable resource that can help with measuring audiences and the ability to reach them effectively. “There is no world where first-party data is not important for measurement,” Scott Lichtenthal, senior vice president of advanced analytics products at [...]

Collapsing the Funnel: GroupM’s Lavin on the Evolving Role of Retail Media

AMENIA, NY — The US market for commerce media is maturing rapidly, with clients now focusing on more asking questions beyond basic education. They are seeking ways to prove the effectiveness of their spending and drive incremental sales across retailers. Measuring the impact of commerce media investments has become a key challenge for brands. They want to understand how their spending is [...]

Giving AI a Heart: Digitas’ Jones on Supercharged Context

For Digitas North America's Megan Jones, contextual AI is unlocking a new era in which brands can engage audiences with unprecedented relevance. Context has always been a key consideration for advertisers. But, whilst context used to be somewhat up to interpretation, AI is now supercharging marketers' ability to understand it. "It's a pretty empowering moment in terms of context now being tech-enabled [...]

Paramount’s Scoles: Advertising Is Converging Across Screens

AMENIA, NY — Viewers are increasingly watching the same kind of TV content across different devices and services. And that means the industry needs a more holistic approach to advertising, says Travis Scoles, EVP of Advanced Advertising at Paramount. In this video interview with Beet.TV contributor Rob Williams, Scoles says the industry is moving from simply focusing on device graphics and territorial [...]

Sports Rights Fragmentation Brings New Opportunities: Dentsu’s Lewis

AMENIA, NY — The biggest battleground in TV today is sports rights - and those rights are becoming ever more fragmented amongst a growing number of players. But, while that is introducing complexity, it is also opening up new opportunities for engaging audiences in different ways. Cara Lewis, Chief Investment & Activation Officer of Dentsu International, says her agency is helping clients understand [...]

What a Great Beet Retreat in the Berkshires: Santa Monica Is Next!

Many thanks to our participants at the Beet Retreat in July in the Berkshires. We had illuminating conversations, invaluable networking and great times! We also produced a much-watch series of some 30 interviews. Special thanks to our Beet Retreat Berkshires partners Magnite, TransUnion and Mastercard. Please check out our highlight reel on this page. We will be back next July! We are now [...]

Contextual AI Redefines Brand Storytelling in a Post-Cookie World: GDS&M’s Kersey

In a time of increasing consumer angst over data privacy, brands and agencies are grappling with how to leverage data effectively while still crafting powerful brand narratives. But has the reliance on cookie data pulled focus away from defining a brand's core message? "I think we've relied on this data so closely that it's moved us agencies and brands alike away from [...]

Advertising’s Atomization Demands New Thinking: Rob Norman On Retail Media

AMENIA, NY — The advertising world has shifted from a centralized oligopoly to a complex, atomized environment where countless market participants are vying to deliver and measure ads at the very edge of the consumer experience. That’s the view veteran ad man Rob Norman, Director and Advisor, gives in this video interview with Beet.TV. "What's changed since media has not just become fragmented [...]

AI Adoption is a Roadmap and Work in Progress for Agencies: Quigley-Simpson CEO Fremont

AMENIA, NY — For agencies like Quigley-Simpson, adopting artificial intelligence is a roadmap and a work in progress - but human analysis is still critical, says CEO Carl Fremont in this video interview with Beet.TV. Fremont's agency is getting to grips with AI by partnering with tech vendors. Rather than simply taking AI for granted, Quigley-Simpson goes "deep" on exactly how partners [...]

Dual-Screen TV Helps Brands Run Performance Campaigns: Telly’s Bob Ivins

AMENIA, N.Y. – Amid the proliferation of “walled garden” media platforms that jealously guard their user data – such as Facebook, Amazon, Google and connected-television apps that require a login – advertisers are seeking ways to get more complete information about consumers and their behaviors. Technology startup Telly aims to provide advertisers with that more holistic view of audiences by asking [...]

Screens Are Everywhere, Boosting Demand for Quality Content: VideoElephant’s Daniel Harrison

AMENIA, N.Y. – Video screens are found almost everywhere from people’s households to car dashboards to billboards to bus stops to airline seats to gas pumps to ride-share vehicles to waiting rooms. This proliferation is driving a need for fresh content, especially programming that’s supported by advertising. “We are in the age of massive consumption of video. There is more content [...]