PALM SPRINGS, CA – At the IAB annual leadership meeting, Google and announced its full integration with comScore to measure the impact of cross-platform ad campaigns. Here is is the comScore press release.
For an overview on the agreement and its implications for the digital industry, we spoke with Serge Matta, president of comScore.
Nevermind the naysayers – addressable TV device capability is here, it’s real and it is rolled out at scale. Now vendors just want more TV shows to open up to run advanced ads. That is according to an executive who thinks critics of the emerging opportunity are wrong. Addressable TV, which gives brands the ability […]
Over the last year, TV networks have been bending over themselves to provide the capabilities demanded by the fastest-growing segment of new advertisers – smaller, “direct-to-consumer” brands. But it turns out those same capabilities may also trickle up to the big brands that were more commonly thought of as TV advertisers. That is according to […]
You don’t need to tell Beet.TV how problematic it can be when advertisers, seeking “brand safety”, use keyword-based blacklists to ensure they don’t get placed against certain news stories or even whole sites. This March, we ran a whole series – Why News in Today’s Marketplace – on how news publishers were arguing for their […]
The old dog is getting taught a lot of new tricks – but each of them is different. The world of enhanced TV capabilities needs better understanding. That is according to one TV ad executive whose company has been a pioneer in the emerging space. In this video interview with Beet.TV, DISH Media’s partnerships GM […]
US TV ad spending is forecast by eMarketer to decline by 2.2% through 2019, thanks partly to a lack of big advertising events. Next year’s presidential election will move the needle back up, but most people agree that TV ad spending is plateauing somewhat. What can restore positive momentum? Showing advertisers how TV advertising really […]
In an age of content abundance, gaining cut-through seems harder than ever. So, how should media and entertainment companies best use advertising to drive attention for their new releases? Over a sustained period, across platforms and using a targeted approach, according to James Rothwell, Comcast VP, Global Agency, Brand & Industry Relations for Comcast Spotlight, which […]
Across the industry, TV companies are moving to respond to advertisers’ growing demand to change the way they buy. Increasingly, ad buyers want to be guaranteed outcomes based on their actual campaign outcomes. But, with different advertisers each having unique different outcomes and measurement metrics for them, how can a TV platform manage the proliferating […]
How detailed do you want to be about the way you measure your media effectiveness? And how can you patch together technology infrastructure to get you there? That was the subject of a conversation between Tim Castree, GroupM north America CEO, and Howard Shimmel, president of his own Janus Strategy & Insights at Beet Retreat […]
Over the last few years of growth in data-fuelled, personalized TV advertising, one truth has been clear – the possibilities are great, but the proportion of programmatic spend within overall US TV ad spend is forecast to remain small. eMarketer puts that figure at 5% of the total in 2019. That opens up a disconnect […]
The technology is in place, now ad agencies need to use it to better approach the opportunities afforded by advanced TV ad targeting. Fortunately, many ad agencies are now putting together the pieces involving audience data sets and software tools, according to Philip Smolin. “We’re seeing a number of agencies that are on the leading […]
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