Brands Want To Navigate The OTT Ad Maze: Dentsu’s Lewis

With an explosion of platforms and services, over-the-top (OTT) television is bursting out in a hundred different flavors. That is great news for consumers, who are now experiencing more viewing choice than ever. But, for advertisers, things are getting a little confusing. Increasingly, they are turning to their agencies to figure out how exactly to […]

 

Samsung Ads’ Scott Takes Outcome Promise To CES

With Thanksgiving coming and going, the holiday season looming and the end of the year in sight, the digital industry’s minds turn to… the Consumer Electronics Show (CES). In recent years, the annual January shindig in Las Vegas has become about more than just the latest gadgets, with executives from media, marketing and other companies […]

 

The Marriage Of Digital & TV: Spectrum Reach’s Norris

For the longest time, it seemed like an unfair fight – digital platforms could sell super-targeted ads, whilst TV was stuck reaching the ill-defined mass. But now connected TV platforms mean digital-style ad buying can come to the living room, whilst even linear, old ad buys can benefit from digitally-infused planning. In this video interview […]

 

From The Croisette To Times Square, Cannes’ Thomas Fundraises For Homelessness Awareness

He is more commonly associated with Le Croisette, the iconic Cannes seafront promenade that is peppered with luxury stores, and can often be found on the palatial yachts that flank the Palais every June. But, this Saturday, Cannes Lions chairman Phillip Thomas will be roughing it – sleeping out on the cold concrete of New […]

 

Don’t Forget To Feed The Funnel – How ‘Deterministic’ TV Can Build Brands, Too

The new super-power coming online in TV is tracking not only individuals’ viewership of shows and ads but, also, linking that viewership with eventual viewer outcomes, like website visitation, store visitation or even ecommerce purchase. That is why we are seeing so much discussion on whether advertisers will change their use of TV, which, traditionally […]

 

At The Limits Of Attribution & Determinism: 605, WarnerMedia & Discovery Discuss

They are two of the key developments being touted to revolutionize TV ad buying – but are “deterministic” targeting and outcome attribution really up to scratch? During “Data Activation, the New Tool for Programmers”, a panel convened at Beet Retreat In The City, executives held a refreshingly frank discussion on the true state of two […]

 

News Orgs Need More Precision, Less Partisanship: GroupM’s Norman

The year is 2019 and disinformation is everywhere. Every day, it seems, every fact has now become contestable, as many citizens, media and politicians choose to engage in building a community rather than building awareness. A board member from one of the world’s leading news organizations thinks such organizations need to do better at cutting […]

 

TV Companies Uniting Against Duopoly: OpenAP’s Levy

Getting US TV companies together and on the same page to come together in their shared interest may sound like herding cats. But, in 2019, David Levy found the door relatively easy to push on. The CEO of OpenAP, a consortium through which several broadcast companies are teaming to make it easier for advertisers to […]

 

In-Video Brand Insertion Will Soon Be Viewer-Targeted: Mirriad’s Beringer

Imagine a world where the TV shows and movies you watch are supported not only by digitally-inserted brand placements, but also in which those insertions are custom-targeted at individual viewers. On your screen, a character lifts a can of Mountain Dew but, on your friend’s, it is a can of Pepsi. That is the world […]

 

Break The Silos: Horizon’s McElhinney On The Evolving Agency World

The changing capabilities of data-driven TV advertising are forcing ad agencies to change. In a panel dubbed “Finding A Path to Deterministic TV” at Beet Retreat In The City, Laura McElhinney, Chief Data Officer, Horizon Media, explained how her agency is adapting. McElhinney told Furious Corp CEO Ashley J. Swartz how Horizon is seeing challenges […]

 

TV Ad Attribution Can Go Beyond Outcomes: 605’s Levine

Connected TV devices are getting lit up with the new ability for advertisers to draw a straight line between ads shown to viewers and actions those viewers take as a result. It is the new practice of attribution, and technology vendors like TVSquared are busy helping broadcasters prove to advertisers how an ad exposure can […]

 

Data Organization Key To Unleashing Advanced TV Ad Sales: Viacom’s Zilberbrand

The emerging future opportunities for selling TV ads smartly and with precision, in connected and even linear television channels, is messy and depends on getting your data house in order. So says one executive working on understanding audience behaviors for a media owner with dozens of channels. In this video interview with Beet.TV, Julian Zilberbrand, […]

 

Direct Relationships Keep Cookies Alive: News Corp’s Guenther

Are rumors of cookies’ death are greatly exaggerated? Over the last year, you could be forgiven for thinking that technology companies’ moves to kerb the historic browser tracking technology would kill off classical advertising practices: ITP 2.1 from Apple purges most first-party cookies after seven days and blocks all third-party cookies by default, rendering device fingerprinting […]

 

WarnerMedia Focused On Unlocking National Addressability: Aversano

“Addressable” TV technology promises advertisers the ability to precision-target ads at individual households. But, over the last year, Beet.TV has heard several executives say that nationwide roll-out must be solved if the opportunity can truly be unlocked at scale. Now WarnerMedia is gearing up to make announcements on how it wants to unlock that opportunity. […]

 

Smart TV Is Pulling Ad Spend Back From Digital: Horizon’s Campanelli

For so many years, the fear has been that the major online platform companies were sucking money from traditional media. But television may now be pulling back some of that ad spend, because the old dog is learning new tricks. “Several years ago there was a big move towards the digital side of things and […]

 

I Want My DTV: Furious’ Swartz On ‘Deterministic’ Television

Traditionally, TV has suffered from estimating knowledge about its viewers. The industry has come to call this “probabilistic” targeting. But its flip side, “deterministic” targeting, promises to give advertisers more accuracy by using real viewer data to find the known audiences. As LiveRamp explains it: Deterministic: “Create device relationships by joining devices using personally identifiable […]

 

Adapting To Advanced TV: A+E, NBCU, LiveRamp Execs Discuss

Advanced TV ad targeting tactics present the promise of up-ending the traditional way in which TV ads are bought – upfront and for a mass audience – in favor of something more real-time and personalized. But buyers need to be walked through the transition, and an ultimate conversion to 100% addressable may not be the […]

 

Behind ‘Planet V’: Amobee’s Jamboretz On Powering ITV’s VOD Ad Sales

The existing partnership through which TV ad-tech vendor Amobee powers VOD ad distribution for UK broadcaster ITV is being turned in to named “platform” of sorts. The UK’s biggest commercial broadcaster, ITV announced “Planet V” at ITV Palooza, a celebrity-filled, advertiser-facing event in the mould of the US TV upfronts showcases, in London on Tuesday. […]

 

Teamwork & Standards Needed For Advanced TV Scale: FreeWheel’s Clark

The technology isn’t the hard bit, the hard bit is getting everyone to use common standards. That is the growing refrain from advocates of advanced television advertising techniques like addressable targetability and frequency capping. They are witnessing a burgeoning set of technical capabilities, and a growing footprint of audiences with the devices to take advantage […]

 

Addressable TV Hitting Scale: 605’s Horner

Some of the best dishes take a long time to cook. And that has certainly been the case with advanced TV ad targeting, the new practice of laser-guiding ad creative for just the right viewer of a connected TV device. In this video interview with Beet.TV, the woman who runs product at a leading TV […]

 
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