SAP’s Tillman Has Fun Finding Influencers Through TV

When you think of a giant business operations software supplier, words like “fun”, “playful” and “mass-market” don’t necessarily come to mind. But that’s what SAP, as it branches out of the usual B2B sales tactics, using TV to find companies amongst consumers. The idea that marketing for B2B no longer needs to be restricted to […]


WFA’s Loerke Is Up For The Fight With Tech Platforms

ORLANDO – If you are going to try to force the world’s biggest technology giants to change their ways, it may pay to have safety in numbers. That is why one of the largest, broadest bodies representing advertisers is optimistic it can win out in the end. Back in June, the World Federation of Advertisers  […]


Accenture’s Brand Consulting ‘Rips Up The Rule Book: Mendonça

ORLANDO — As the finger was pointed at the ad agencies for inefficiency and obfuscation, the big business consulting groups smelled an opportunity. Now Accenture, PwC, EY and Deloitte has made significant efforts at taking brands’ marketing services contracts. But what does that look like? In this video interview with Beet.TV, Nikki Mendonça, president of […]


Twitter Is Where Brands Go Live: Maheu

Twitter’s US advertising revenue grew 29% in the second quarter of the year versus the prior year, driven partly by video growth. But what does a brand’s Twitter engagement look like these days? In this video interview with Beet.TV, Twitter’s VP of Americas, JP Maheu, explains the offering. “Fundamentally, Twitter has become the news app […]


Marketers To Benefit From Big Retailers’ Data Chops: Furious’ Swartz

The biggest retailers on the block may have stolen a march when it comes to using data for smarter marketing – but soon others will get to benefit from that lead. Speaking with Beet.TV in this video interview, the owner of a software platform powering supply-and-demand advertising data for media companies observes a shift. “If […]


OpenSlate Will Expand Video Scores To New Publishers: CEO Henry

The company that provides fine-tuned scores rating 600 million YouTube and Facebook videos for advertisers will soon expand its horizons beyond those two key platforms. OpenSlate’s Slate Score measures content quality, whilst the company also charts videos’ subject matter expertise and brand safety. In this video interview with Beet.TV, CEO Mike Henry says the company […]


How Machine Learning Helps Advertisers: AdTheorent’s Lawson

There is a lot of talk about machine learning in marketing these days, and a lot of vendors beginning to offer the capability. But how does ML work in advertising, and what can be gained? In this video interview with Beet.TV, Jim Lawson, CEO of one vendor offering the technology, explains. “Whatever your business goal […]


Ericsson’s Emodo Uses Carrier Data To Clean Up Mobile Inventory: Moskowitz

If digital ad buying is becoming a world of fragmented silos, how about falling back on something that all players have in common – the infrastructure underlying it all? That’s what Ericsson thought when it launched Emodo in 2017. The telecommunications company’s technology powers the underlying networks of many of the world’s mobile telcos, giving […]


Impressions Come Easily: Graham’s Barr On TV Ads’ Transition

The historic system TV uses to sell advertising is in flux in search of accuracy and precision – but it can’t come soon enough for Emily Barr. The industry is embarking on a shift, from the historic method of measuring and selling TV eyeballs using rough “gross rating points” (GRPs) to selling on real viewership, […]


New TV Ads Currency Gives Parity With Streaming: Rob Hubbard

In the last few years, digital publishers have forged ahead with advertisers because their ability to count and prove accurate numbers of viewers and readers has been music to ad buyers’ years. But TV will soon catch up, giving them better parity with digital providers, says a local broadcast owner relishing the switch. In this […]


What’s Driving In-Car Ads: Connected Travel’s Biniak

For many people, driving a journey in the car is the last refuge of solitude and focus, away from the hum of modern screens and information overload. But that may be about to change, as a host of companies aims to serve up more content and more ads to a next generation of motorist it […]


Cardlytics Banks On Purchase Data To Measure Ads

As the marketing world starts leaning toward valuing the end outcomes of advertising over intermediary proxies like clicks and views, nothing tells an outcome story like an end purchase. And, it seems, nothing qualifies an end purchase like raw purchase data. That is the theory according to Cardlytics, The 11-year-old, Atlanta-based company is using its network […]


Too Much Plumbing, Too Little Poetry: Tobaccowala Wants Heart In Marketing

ORLANDO — Over the last 10 years, the advertising industry has obsessed over new toolsets that allow it to precision-target audiences, automatically buy the right ads and finely measure the results all the way through to sales. But is this now an industry that is led too much by the numbers? Or, put another way, […]


OpenAP Grows Up: Next Step Is To Become A Marketplace, New CEO Levy Says

OpenAP no longer just wants broadcasters to use the same language in their sales pitch to advertisers. Now it also wants to do the selling, too. Under its first iteration, the two-year-old consortium is the means through which Fox, Viacom, NBC Universal and Univision have harmonized how they define audience segments that are used by […]


Viewers Like Ads, But Not Too Often: Xandr Research

ORLANDO — Although the recent boom in subscription video-on-demand may suggest a customer base that is rapidly opting out of ad-supported media, consumers actually enjoy ads – but they don’t want to see them too often. Those are findings from a new report commissioned by AT&T’s ad-tech unit Xandr. Kantar surveyed 2,004 consumers from the […]


Privacy Measures Are Challenging Location-Based Ads: Location Sciences’ Smith

The ability of smartphones to send consumers’ locations to brands, linking up to marketing platforms, seems like a super-power – promising to make clear how an exposure to an ad can drive increased footfall to a particular store. But, whilst few people are talking about it, the world of location advertising signals is also plagued […]


Activision Puts In-Game Ads On ‘Easy Mode,’ Stringfield Says

Once upon a time, most mobile games carried ads. That was before in-app purchases were introduced. Now the landscape is a mixed economy, but one of the leading publishers, Activision Blizzard, has only just got in on the in-game advertising game. That is why its Activision Blizzard Media recently launched a new initiative aimed at […]


‘Bigger Than Google’: Meredith’s McCreery On Rebooting Media Sales

The TV industry is embarking on a shift, from the historic method of measuring and selling TV eyeballs using rough “gross rating points” (GRPs) to selling on real viewership, by digital-style impression. Whilst that may seem like a challenge, given local TV’s patchwork nature, Patrick McCreery isn’t daunted. “The reality is, a lot of the […]


Gray’s Howell Welcomes ‘Game-Changing’ ATSC 3.0 Standards

Ten years after it replaced North America’s NTSC, a set of standards for TV transmission, the ATSC just launched the third version of its specifications – and that has some in the industry excited. Coming from the Advanced Television Systems Committee, ATSC 3.0 includes support for the HEVC codec at up to 2160p 4K resolution, […]


AI To Predict Ad Success From The Storyboard: 605’s Shirole

For all the hype, machine learning is little more than a way a computer takes a set of existing data and looks for the patterns, in order to make a call as to the likely future outcomes based on new input. That means the technology of the future will depend heavily on the outcomes of […]

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