Fast-Forward Innovation: Hulu’s Helfand Celebrates ‘Pause Ads’

In a world where viewers resent and recoil from advertising, how do broadcasters and publishers deliver results for advertisers anymore? By working with, not against, prevailing audience behavior. In this video interview with TransUnion’s head of media Matt Spiegel for Beet.TV, Hulu advertising VP Jeremy Helfand says more TV companies need to innovate in order to […]

 

Semantics & Suitability Bring Brands Back To News: CNN’s Cook

Slowly but surely, publishers, broadcasters, agencies and industry bodies may be changing the minds of advertisers who, at the start of the COVID-19 pandemic, pulled spending from news. Back in March, many advertising buyers began using keyword blocking tools to swerve virus-related stories, or simply stopping advertising in news altogether, believing it to be too […]

 

Publishers Can Avert “Blunt” Keyword Blocking: Integral Ad Science’s Chance Johnson

The COVID-19 pandemic has been extremely difficult for publishers, with many advertising buyers using keyword blocking tools to swerve virus-related stories, or simply stopping advertising in news altogether. But publishers may be able to soften the blow and give advertisers what they want by using their own tools. In this video interview with Beet.TV, Chance […]

 

In Personalization, Give A Little Respect: Comcast’s Marcus

The ad industry should scrap retargeting and volunteer to be regulated in order to properly embrace the opportunities of audience personalization. That is according to Comcast’s strategy VP Claudio Marcus. In the marketing world, software is increasingly allowing consumers to tailor the kinds of content they want – and allowing marketers to build personal profiles […]

 

Targeting Tools Can Woo Advertisers Through Pandemic: Channel 4’s Lewis

LONDON — UK broadcaster Channel 4 is seeing a 40% bump in views on All 4, its multi-platform on-demand player, during the coronavirus pandemic. Now all it has to do is reverse ad revenue that is declining even faster. Early in April, the broadcaster said “TV ad market (sales are) set to be down in […]

 

How AT&T Is Navigating Media Buying During A Pandemic: Carter

Finding the right audience for marketing messages was already becoming complex. But the COVID-19 pandemic has posed a whole new set of challenges. Audience targeting appears to be entering a third age. After initial buying of ads against content that delivers key demographics, marketers have been in thrall to laser-targeting audiences, no matter they content […]

 

Brands Coming Back To News: Horizon’s Koenigsberg

An improving tone in news and current affairs around COVID-19 is prompting some brands to return to advertising in news, according to one ad agency leader. In March, many brands began using brand safety tools’ keyword blacklisting features to dodge ad inventory adjacent to coronavirus news, or simply pulled out of news altogether, fearing that […]

 

Contextual Targeting Emerging Quickly: Oracle’s Hulst

LAFAYETTE, CA — We all know the global COVID-19 pandemic is up-ending the rules of business and accelerating trend lines that were already unfurling beforehand. But exactly how do new media habits provoked by the pandemic change the game for marketers? In this video interview with Beet.TV, Oracle’s Michelle Hulst – GVP, Marketing & Strategic […]

 

Dynamic Creative Helps Brand Suitability During Change: Xaxis’

Now we all realize it’s a crazy world where anything could suddenly up-end business fundamentally – but at least we can plan for the next major enforced change. Preparedness and resilience for large-scale resets are emerging onto the agendas of businesses around the world, and marketing is no exception. In the last couple of months, […]

 

“News Is Brand-Safe:” UM Worldwide’s Lowcock

In the era of social distancing, avoidance may be the order of the day. But that shouldn’t be the case when it comes to advertising against news. Interpublic’s UM Worldwide has become the latest agency in a procession of industry players to counsel advertisers against blacklisting news publishers during the COVID-19 pandemic. In this video […]

 

Univision Joins Nielsen’s Addressable TV Beta

CHICAGO – Nielsen’s consortium that is beta-testing addressable TV advertising technology has just got a big name broadcast tester, in the shape of Hispanic TV netword Univision. Nielsen recently began working with seven US TV networks to beta-test addressable TV advertising technology, ahead of a planned full launch later this year. A+E Networks, AMC Networks, […]

 

As Cookies Sunset, Horizon’s McElhinney Taps TransUnion For Identity

BOSTON – As the clock ticks down to Google’s deprecation of third-party cookies by 2022, more ad agencies are seeking alternative methods of targeting audiences. Increasingly, a consensus for the way ahead looks like being “identity graphs”, software systems which offer up a PII-compliant way to use profiles on millions of consumers. In the latest […]

 

Ampersand, Verizon Media Partner For TV Ad Scale

Week by week, scale and simplicity involved in buying and selling targeted TV ads grows, as partnerships and federations come together. In the latest, Verizon Media is giving itself a stronger foothold in that world by partnering with Ampersand. The details are two-fold: Ampersand will be the exclusive seller for Verizon Fios’ addressable TV inventory. […]

 

COVID-19 Crunch Will Beckon New TV Advertisers: TransUnion’s Spiegel

CHICAGO –  The COVID-19 pandemic has prompted many advertisers around the world to keep their wallets closed. But could spending be about to spring forward in a big way? In this video interview with Beet.TV, Matt Spiegel, head of media at TransUnion, says diminishing ad prices, more opportunistic ad buys and targeting technology will combine […]

 

IAB UK Wants An End To Advertisers’ News Lockdown: Mew

LONDON – The UK arm of the Interactive Advertising Bureau (IAB) has joined the calls on advertisers to stop cutting news publishers out of their media plan during the COVID-19 pandemic. Stretching back to March, many ad buyers have been using keyword-based blacklisting tools to eliminate buying opportunities against news stories about the virus. In […]

 

Pandemic Response Requires Agility: Cadent’s Troiano

It was already a fast-changing media ecology, now the COVID-19 pandemic is forcing businesses to adapt to new circumstances even quicker. In Q2 2020, that seems to be the emerging wisdom from a wave of executives. In this video interview with Beet.TV, the boss of a company fresh out of acquiring a big ad-tech player […]

 

In Pandemic, Brands Tilt To Agility & Performance: Innovid’s Chalozin

In the wreckage caused by COVID-19, marketers are having to think on their feet – but many of them don’t have to move their feet at all. That is the conclusion of one video and connected TV advertising technology company leader whose platform claims to have sight of 35% of the US streaming video ad […]

 

Walled Gardens Are Winning The Pandemic & Brands Need to Be Equipped, 4C’s Goldman

CHICAGO –  If the coronavirus pandemic was killing businesses, nobody told the big tech platforms. In Q1 results posted this week, Facebook reported returning “stability” in advertising revenue after an initial steep March decline, whilst Alphabet reported a March slowdown but nevertheless a 10% growth in ad revenue year-on-year. For Aaron Goldman, what’s worrisome is […]

 

“Embrace Agility,” WarnerMedia’s Aversano Advises

The coronavirus is forcing everyone to think creatively. And that includes how marketers find their audiences when the delivery mechanism they expected to use just isn’t available. Case in point – to find viewers who would otherwise have watched sports events that have been cancelled, some brands are turning to audience targeting, which helps them […]

 

Verizon Media Tools Up For Interactive Future: Markman

LOS ANGELES – Its own ad-tech stack was already gargantuan, now Verizon Media is widening the set of tools it offers to third parties. In an announcement, the company launched new features for publishers via its media platform: Verizon Media Smartplay Prebid: Helps offer more inventory, for faster auction and for better prices, using prebid […]

 
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