David Kaplan

This spring has been one of the roughest on allergy sufferers. But for fans of the Netflix hit series Bridgerton, “Polin season” and “pollen season” was the right marketing treatment supplied by Haleon, the global consumer health company behind brands like Advil, Sensodyne, and Flonase.  In this case, adding a dose of allergy reliever Flonase […]

A CTV campaign leveraging United Airlines’ commerce media network, Kinective Media, reached over 250,000 net new households and drove 20% of sales for a luxury brand client, The Trade Desk revealed in a recent Beet.TV interview. The campaign demonstrates how The Trade Desk is combining its traditional demand-side platform capabilities with new audience segments from […]

One of the time-honored traditions of the 50-year-old TV upfronts has been to declare them dead. And yet, every year, the same star-studded spectacles return, along with networks and media buyers eager to lock in deals before Cannes.  While it’s tempting to knock the annual advertising marketplace as the “same-old, same-old,”  Travis Scoles, EVP of […]

NEW YORK — Sports programming exacts a gravitational pull on TV, whether linear or streaming, like no other viewing form. With ReachTV, sports programming is transcending the home and the bar to plant itself in airports across North America. Looking strictly online, sports video evolved dramatically from its short-form programming roots to become a significant […]

NEW YORK – Digital video advertising is continuing its growth trajectory, just in time for the overlapping NewFront and Upfront periods, with connected TV rebounding strongly after a slowdown and set to dominate advertising budgets in the coming year, according to new research from the Interactive Advertising Bureau (IAB). “Digital video, which encompasses connected television, […]

MIAMI – Building an in-house media operation isn’t anything special anymore. But when a major pharmaceutical company boasts of such an enterprise within its walls, it’s always worth paying more than a little attention. After all, as an advertising category, pharma is huge, as Kantar notes the industry spends roughly $18 billion a year on […]

MIAMI – “Bigness” is generally considered the ultimate endgame for independent agencies after a decade or so. A period of ad shop consolidation is always around one corner or the next.  But some agencies do find value in retaining their stand alone status. Icon Media Direct is one of them. Among the prized values of […]

MIAMI — Deep learning is everywhere in advertising these days.  But for an ad platform like Cognitiv, deep learning has been a core part of its offering since its founding a decade ago. For Jana Jakovljevic, SVP of Partnerships at Cognitiv, real-time adaptation to consumer behavior isn’t a new trend but a fundamental principle of […]

Is there anything getting more attention than attention metrics in conversations among advertisers, agencies and media companies during the ongoing NewFronts/Upfronts season? For Neala Brown, SVP for Strategy & Operations at Teads, it’s about time. And there’s still so much to talk about. After years of research and development, attention metrics are evolving from an […]

Given the fragmented TV landscape, there’s not much viewers as a whole want from networks and the pay television subscriptions. Well, there are two things; viewers expect immediate access to content while maintaining flexibility in how they pay for it, according to Ajinkya “Jinx” Joglekar, the former CMO of DISH’s Sling TV. “Flexibility and control […]

Miami—Finding the right balance between marketing experimentation and data integrity is the crucial test for brands right now, according to Eddie Gonzalez, chief strategy officer at Razorfish. “At Razorfish, we think it’s important to have both a short-term and long-term strategy, but you need to balance the way that you’re experimenting with your data integrity,” […]

The upcoming IAB NewFronts will serve as more than just a marketplace for content deals, instead offering a window into an industry undergoing profound changes driven by technology and shifting consumer behaviors. “I’m so excited about this year’s NewFronts because this year is going to be more than a marketplace; it’s going to be a […]

Gamers are typically categorized as either “mobile players” or “console players.” But that no longer reflects reality, said Claire Nance, Head of Gaming Business Success Strategy at Activision Blizzard Media. Nance wants brands to be aware that bifurcating players in opposing buckets has significant implications for how they should approach the gaming audience. “Today’s gaming audiences […]

For many advertising and media industry veterans, gaming still feels new, despite its steady rise over the last two decades. In part, that’s due to the vast differences between it and more traditional media. But as Samantha Lim, SVP, Gaming Strategy & Innovation, Publicis Media, says homing in on the values that gaming offers to […]

The good news for advertisers is that gaming is where engaged consumers are. Advertisers must take note that generational shifts and technological advancements have transformed gaming from a niche hobby into a mainstream cultural force. “You increasingly have generations of individuals that grew up gaming. So as they grow into adults, they, too, are carrying those habits […]

SAN JUAN, PR — The traditional divide between national and local marketing strategies is outdated and ineffective in today’s complex media landscape, according to Diana Bernstein, Managing Partner, Partnerships at Havas Media Network. “What we’ve been doing at Havas is rethinking local marketing within community marketing,” Bernstein told Beet.TV’s David Kaplan at the Beet Retreat […]

SAN JUAN, PR — TiVo, the company once synonymous with DVRs and the earliest forms of time-shifted TV watching, is continuing its transformation into a significant player in the connected TV operating system space.  As Fariba Zamaniyan, the global vp of data monetization at Xperi-owned TiVo, told Beet.TV’s David Kaplan at the Beet Retreat San […]

SAN JUAN, PR — Media companies and advertisers need a more direct connection with fewer technological intermediaries standing between them, according to Kathy Argyriou, head of Publisher Sales at Comcast-owned ad serving platform FreeWheel. “Some of the trends that I think we’re going to continue seeing between buyers and sellers in the marketplace is that […]

SAN JUAN, PR -The most effective marketing strategies begin with brand-building rather than channel selection, according to Ritu Trivedi, client president at WPP Group’s Mindshare. It makes sense that brands’ natural “channel-agnosticism” is even more ingrained given the endless complexity associated with the variety of media pathways consumers are constantly jumping around to.  “What they’re […]

SAN JUAN, PR – Connected TV’s continued growth seems assured. But there’s one area marketers and media buyers might want to explore to get extra advantage in this rising sea: native ad formats are emerging as a significant growth area, particularly in connected TV environments, according to Greg Sherrill, vice president of demand sales at […]