Robert Andrews

In an advertising ecosystem fixated on digital channels, it can be surprising to learn that a major retailer’s media strategy is overwhelmingly centered on its physical footprint. For UK grocery chain Co-op, about 80% of its retail media business is rooted in its brick-and-mortar stores, making them the undisputed core of its commercial engine. This […]

Achieving true intimacy at scale has long been the advertiser’s holy grail — but a complex one to achieve. The answer, as ever, could be AI, which allows advertisers to analyze audiences down to a single person and orchestrate a journey across a fragmented landscape of social media, streaming platforms, and e-commerce sites. But this […]

Today’s digital media are the most measurable ever. But does a focus on short-term, addressable media metrics skew the advertising industry, neglecting the important work of brand building? This balancing act between brand and performance, and between automation and ingenuity, is top of mind for Stacy DeRiso, global brand president, Initiative. Having led the agency’s […]

As new technologies make it easier than ever to place a “buy now” button in front of a consumer, the pressure to demonstrate immediate return on investment is immense. But could this short-term focus risk undermining the long-term work of brand building? This is the view of Brendon Volpe, chief strategy officer US at UM […]

With the audience now firmly established in the CTV environment, the focus is turning toward making those impressions count. For some, the next phase of CTV advertising involves moving beyond simple reach to drive tangible consumer action. That is the opportunity for streaming platforms to evolve advertising from broad exposure to measurable patient engagement, said […]

In the commerce media space, few categories of company are in quite as advantageous a position as those which hold the purse strings. For American Express, the bet is that its unique position as both a card issuer and a merchant acquirer provides an unmatched view into the habits of high-spending shoppers. This strategy is […]

The captive audience has long been the holy grail of advertising. But what about the audience that is literally captive, buckled into the backseat of a car with an average of 20 minutes to spare? Uber Advertising recently surpassed a $1.5 billion annual run rate and is growing at a rapid clip. The goal is […]

With AI features becoming commonplace, the differentiator is the data. As artificial intelligence transforms media planning, Katy Varner, global chief growth strategy officer at IPG Mediabrands believes the true competitive advantage lies not in the technology itself but in how agencies and brands harness unique input. In this video interview with Beet.TV, she explains her agency’s […]

Once upon a time, an advertiser once had a handful of channels across TV, radio, and print.  Modern fragmentation changed all that. For one measurement executive, the solution lies in focusing on attention as a core currency and, more importantly, carefully considering the downstream consequences of the metrics buyers choose to value. “Attention metrics are […]

MADRID — For years, contextual advertising has largely been a game of matching keywords on a page to the topic of an ad. But as the technology improves, so does the ambition to move beyond simple semantics – into realm of human nuance. The next frontier involves training systems to understand not just what a […]

The long-held role of television as a top-of-funnel, awareness-driving medium is being fundamentally rewritten by digitization. Once a channel measured primarily by reach and frequency, television is  now transforming the living room screen into a performance-driven platform where advertisers can track, attribute, and optimize campaigns in real time. This evolution is proving particularly potent in […]

The path a consumer takes from seeing a product to buying it has never been more convoluted. The decades-old model of “last-click attribution,” which gives all the credit for a sale to the final touchpoint, increasingly fails to capture the value of earlier brand introductions. That is the challenge TikTok aims to solve with an […]

Is your next customer a bot? The way consumers shop and discover products is undergoing significant changes, marked by a highly fragmented journey that spans social feeds, e-commerce platforms, retail media, and AI services. Just when retail media was exploding, AI-powered interaction services are now determining which products are presented to consumers, effectively acting as […]

The digital ad industry’s machinery is optimized for impressions and clicks, but a growing contingent argues that true performance requires a more considered, people-first approach. That would mean moving beyond blunt metrics to focus on the quality of the interaction, respecting a user’s time and attention while ensuring brands show up in safe, suitable, and […]

MADRID – As user attention splits between the open web and connected television, how can contextual advertising remain relevant? Jorge Poyatos thinks the industry needs technology that can read the room, discerning not just topics, but also emotion and intent. This is a challenge that requires a “neuro-contextual” approach, said Poyatos, co-founder, Seedtag, in this […]

Walking the line on social values has become a high-wire act for brands, with missteps leading to boycotts and sales slumps, a challenge recently highlighted by controversies that impacted major brands like Bud Light and Target. Chad Hickey believes the answer is not to retreat from values but to embrace them as a core business […]

While interactive entertainment has become a global juggernaut, many advertisers are still treating it like a novelty, allocating only a sliver of their media plans to a single partner. This “one and done” approach overlooks the sheer diversity of the gaming ecosystem, where mobile gaming is quietly commanding vast amounts of user time, according to […]

The world of retail media has long been defined by its proximity to the point of purchase, mastering the art of converting a browser into a buyer. But the upper-funnel world of brand building and storytelling has often remained a separate discipline, measured by different metrics and executed on different platforms. Now, a new partnership […]

Digital and brick-and-mortar commerce don’t have to be strangers. Increasingly, businesses realize the convergence of online and in-store strategies offers brands enhanced opportunities to influence consumer behavior directly at the point of sale. From personalized recommendations to dynamic advertising displays, the in-store environment is becoming a valued part of a digital brand’s footprint Such is […]

Despite the rise of e-commerce, brick-and-mortar locations still offer opportunities for connection and conversion. These physical spaces offer opportunities to drive brand awareness, encourage product trials, and, crucially, facilitate conversions, according to Sean Crawford, managing director, SMG North America. “People have been too obsessed with e-commerce,” Crawfold told Beet.TV in this video interview. “Now is […]