P&G’s Austin Balances Rich Ads, Data Proportionality & Measurement Revolution

A few years after P&G’s marketing chief called for a massive clean-up of the advertising ecosystem, how is the multi-national; company faring? In this video interview with Zach Leonard for Beet.TV, the company’s senior director of global brand building and media innovation, Eric Austin, explains his approach. Guiding lights He has “three guiding principles” for […]

 
 

CFlight Driving Collaboration Ahead Of UK Launch: ITV’s Olivia Abraham

LONDON – Key players in UK commercial TV are gearing up to adopt NBCUniversal’s CFlight currency metric for cross-platform advertising. Sky, ITV and Channel 4 will each adopt the standard. In this video interview with Beet.TV, Olivia Abraham, VP, Commercial Accounts, The Addressable Platform, ITV, explains why it is so important. Total-TV view “The industry […]

 
 

Life After 30 Seconds: Roku’s Helfman Beckons The Future Of TV Ads

Roku had the ad space, now it has the ability to fill them. It is 10 months since the TV platform launched Roku Brand, Studio, a team helping produce new creative ad formats and programming tailored to the device. In this video interview with Beet.TV, Roku’s Rachel Helfman explains how it is going. New-screen content […]

 
 

Metaverse ‘Will Have Lot Of Sponsorship Opportunities’: Meta’s Dailey

It may be in the earliest throes of creation, but Meta is already hoping to entice brands and ad buyers into the metaverse. The rebooted Facebook owner’s agency relations team is already warming up the ad community. In this video interview with Beet.TV, Jason Dailey, director, head of agency at Meta, explains a three-staged evolution […]

 
 

Mediaocean’s Goldman Sets Sail For 2022 Ad Growth

For Mediaocean, 2022 may have started with the cancellation of its planned big events at Consumer Electronics Show in Las Vegas. But, after quickly pivoting to digital delivery, the company is forecasting ad buyers, too, will be leaning into new channels. In this video interview with Beet.TV, Mediaocean chief marketing officer Aaron Goldman explains what […]

 
 

TV Must Leap Into Metaverse’s The Fifth Paradigm: Mastercard’s Rajamannar

OTT, CTV, SVOD, FAST – whichever acronym you care to use, there’s no escaping the fact that each is just another variant for the same thing, television. For all the industry’s contortions to make the new TV ad infrastructure work, the end result – TV ads – looks an awful lot like the old world […]

 
 

Raging Bull: Sorrell Wants Marketing Data To Match Tech Velocity

One of the ad industry’s great soothsayers expects digital spending to be the ad industry’s major driver in 2022, as economic growth tails off. But Sir Martin Sorrell thinks the industry could be growing faster if companies got their marketing data fit for purpose. Former WPP CEO Sorrell’s S4 Capital this month completed its latest […]

 
 

CTV Reaches Diverse Audiences: Fox’s Sherriff

The last few years of connected TV growth may have been marked by an explosion in subscription VOD consumption. But the rise of ad-supported streaming (AVOD) options also opens the door for consumers looking for lower-cost options. In this video interview with Beet.TV, Darren Sherriff, VP, Advertising Technology Solutions, Fox Networks Group, says that means […]

 
 

How Data Latency Impacts Outcomes: TVSquared’s Hindlian

In the emerging world of advanced TV advertising, it isn’t just the ability to use and match audience data that is of critical importance. The speed with which that can happen plays a crucial rule in the efficacy of such campaigns. In this video interview with Beet.TV, Jessica Hindlian, SVP, Identity & Partnerships at TVSquared, […]

 
 

Hogarth, GroupM Creates Addressable Content Practice As Opportunity Expands

LONDON – After years of promise, the theory of customizing TV ads for different targeting criteria and different creative imperatives is finally becoming a reality. To take the benefits of addressable TV advertising to a wider set of brands, WPP’s GroupM has partnered with its sister agency Hogarth Worldwide to create what it is calling […]

 
 

Drop The Egos & Lower The Walls: TVSquared’s Kinsella Says Software Can Solve A Measurement Mess

LOS ANGELES — As we enter 2022, it looks like being a year of proliferation in the number of TV measurement currencies being offered. Agencies and distributors alike are beginning to test their own cross-screen complements to Nielsen. But, in this interview recorded at Beet Retreat Santa Monica for Beet.TV, Jo Kinsella, President, TVSquared, says […]

 
 

MAGNA’s Benowitz Seeks A Single Currency Amid 2022 Video Growth

It is going to be a year of advertising growth and ad currency proliferation. But, for simplicity’s sake, Dani Benowitz hopes the latter ends up contracting. At the end of the year, MAGNA published its 2022 forecast for advertising spend, expecting 13% US growth. In this video interview with Beet.TV, US president Benowitz explains the dynamics […]

 
 

Brands Need Help Adjusting To Remote Innovation: Mediaocean’s Nardone

Has the novelty of remote working worn off? The answer to that depends on who you ask. But, if you ask John Nardone, he’ll say a lot of brands are now struggling to cope with the twin pressures of the “great resignation” and the wish to enact boundary-pushing change. In this video interview with Beet.TV, Nardone […]

 
 

OTT Ad Rates Booming On Buyer Maturation, Effectiveness & Scarcity: SMI’s Tatta

If you want to know what’s really happening in the evolution of TV ad pricing, ask a man who can see almost every TV ad invoice in America. In this video interview with Beet.TV, Ben Tatta of ad price intelligence provider Standard Media Index says ad buyers are adding OTT channels on to conventional linear […]

 
 

LoopMe Mulls M&A, IPO & New Products After $120 Million Funding Round

LONDON — LoopMe, an outcomes-based advertising platform, plans several new outcomes for itself, after taking a big $120 million funding round. The new money comes from Mayfair Equity Partners and values LoopMe at $200 million. Previous rounds had totalled $32.2 million, according to Crunchbase. In this video interview with Beet.TV, Stephen Upstone, CEO and Founder, […]

 
 

How To Scale Ads For Live Streaming: Magnite’s Evans

So far in the evolution of streaming TV, the majority of the focus has been around on-demand consumption. But live viewing is growing fast, as IP delivery becomes normalized as a delivery channel. In this video interview with Beet.TV, Katie Evans, Chief Operating Officer, Magnite, says that means a number of new technical hurdles MVPDs […]

 
 

NBCUniversal Joins Alt-Currency Movement, Taps iSpot.tv For Next Upfront

January 2022 is shaping up to herald a Cambrian explosion of new video currencies. NBCUniversal says it has picked iSpot.tv as its first cross-platform Certified Measurement Partner for cross-screen video, starting with a “test-and-learn” approach for the “alternative currency” with Publicis Media this Q1. That will lead to “massive pilots” for the 2022 Olympic Winter […]

 
 

CTV Starts With QR: Tr.ly’s Maestre On The Creative Optimization Spectrum

When it comes to the new ad opportunities presented by connected TV, the execution types are broad. But companies that want to make a splash on the new screen can start with one simple addition. That is according to one woman whose team is helping brands convert their ad creatives for CTV. Cracking the code […]

 
 

NBCUniversal, RTL AdConnect Team To Jointly Sell Global Ad Inventory

Global TV and digital ad buyers that want to buy across international borders are getting a leg-up from a partnership between the US’ NBCUniversal and Europe’s RTL AdConnect. Announced today, the partnership will help NBCUniversal offer its advertising customers the ability to extend their ad footprint internationally, by representing what RTL AdConnect calls its Total […]

 
 

The New Laws Of The Attention Economy: OMD’s Hanson

As sections of the ad industry pivot away from so-called “proxy metrics”, many are leaning into two different kinds of marketing measurement – actual ad outcomes, and attention tracking. For upper-funnel brand goals, that second one is important. In this video interview with Beet.TV, Chrissie Hanson, Global Chief Strategy Officer, OMD, tells The Project-X Institute […]

 
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