Subscription Fatigue is Coming: Telaria’s Zagorski

PHOENIX — Even as subscription content services go on booming, people have been forecasting a plateau. As the likes of Netflix, Spotify, news publishers, grocery services and more attract monthly paying customers, they aren’t just causing brands to worry about a diminishing ad hole, they are also pushing some to fret about looming “subscription fatigue”. […]

 
 

How GroupM Counsels News-Averse Brands: Schiekofer

Do advertisers have a moral duty to continue spending in news organizations? And what kind of effectiveness can they find there? Over the last year, concern has grown that some brands are opting out of a news environment where the level of political discourse has turned negative. Some media agency executives told Digiday they had blocked hundreds […]

 
 

SVOD Growth is Driving Brands To News Sites: UM Worldwide’s Content Chief Gaul

The growth in subscription, ad-free media services like Netflix is forcing brands to look at alternative messaging formats in a land where, once, they enjoyed ad space between content. News has become an increasingly attractive environment. That is according to one agency content chief who helps the brands find the best way to meet their […]

 
 

In Video Excitement, Don’t Forget Mobile: Beeswax’s Paparo

PHOENIX — The ad world is ablaze with people keen to deliver ads in video formats. But, whilst the push toward connected TV is exciting, some advertisers may be leaving attention on the table. That’s according to one demand-side platform CEO. “On the buy side, there’s a lot of excitement around connected TV, the idea […]

 
 

Shared Approach Needed For Addressable: NCC Media’s Ivins

PHOENIX — If you want to know the part that data is going to play in the future of cable TV ad sales, ask the chief data officer at the consortium owned by Comcast, Spectrum and Cox. NCC Media’s Bob Ivins says the industry is “at the beginning stages” of so-called household-level “addressable TV”, the […]

 
 

Agency Growth Lays Ahead: Wieser Goes In-House At GroupM

PHOENIX — What changes when “the most-quoted in advertising” goes in-house? Not much, says Brian Wieser. In seven years a Pivotal Research, a Wall Street equity analyst firm, Wieser carved out a reputation – as senior research analyst – for sharp insight in to the worlds of media and advertising. Now he has been hired […]

 
 

NewFronts Will Turn Up Volume On Podcasts: IAB’s Bager

PHOENIX — Could podcasts finally be about to get their payday? So often trailed as “the next big thing” in media and marketing, the format remains challenged by measurement issues, but is growing in popularity and in corporate interest, according to Edison Research and Spotify’s recent acquisitions of Gimlet Media and Anchor. A leader of […]

 
 

Washington Post Rides Amazon’s AWS Elemental To Serve Broadcast: Prakash

PHOENIX — Since it started seven years ago, The Washington Post’s in-house, self-built software line-up has grown in size and in customer base. Now it is being used by a whole new industry – broadcast. Products under the Post’s “Arc Publishing” studio include many more than when Beet.TV last wrote about Arc two years ago: […]

 
 

Hulu Embraces Automation, Carefully: Fleming

PHOENIX — Advertisers want choice, control and freedom to buy using automated technology platforms – but that doesn’t mean Hulu is going to let just anyone purchase its ad space. The online TV provider last month announced it made $1.5 billion in ad revenue last year, a rise of 45%, increasing it advertiser base by 50%. In […]

 
 

Three Steps To NBC’s ‘Single Decision Brain’: FreeWheel’s Rooke

When Digiday reported recently how Comcast-owned NBCUniversal was beginning to use FreeWheel, its ad-tech software stablemate, to schedule linear TV ads, it set industry tongues wagging. That sort of integration requires extensive infrastructure development. But bigger things are coming, says James Rooke, FreeWheel GM, publishers, who explains the workings in this video interview with Beet.TV. […]

 
 

InMobi’s Sprint Deal By The Numbers: Frisbie

PHOENIX — InMobi’s deal to acquire Sprint’s Pinsight advertising unit may have closed last Q4 – but that doesn’t mean InMobi’s data on mobile subscribers is getting stale. In this video interview with Beet.TV, Anne Frisbie, InMobi SVP programmatic, says InMobi continues to enjoy live data on telco consumers. “It’s current,” she says. “It’s updated […]

 
 

News Business Needs Both Advertisers & Subscribers: NYT’s Howard

Five years ago, in an excoriating and self-flagellating internal report, The New York Times gazed hard at its navel – didn’t like what it saw. “We are not moving with enough urgency,” said The New York Times’ leaked Innovation Report. “Our journalism advantage is shrinking as more of these upstarts expand their newsrooms. Many (of our […]

 
 

OTT Publishers Want Control & Independence: Telaria’s Zagorski

In a world where advertising partners play for both teams, you never really know who is on your side. So says one executive whose company felt so strongly about that issue, it split in two. Telaria spun off its division serving ad buyers back in September 2017 to focus only on providing a programmatic advertising […]

 
 

Sorrell’s Progress: Combining Creative & Programmatic

PHOENIX – It was only three years ago that advertising agencies stood accused, by the ANA’s K2 Transparency Report followed by a host of others, of operating a system of rebates and kickbacks that worked against brand clients by hiding substandard effectiveness. Now Sir Martin Sorrell, the man who used to run the world’s largest […]

 
 

‘Absurd’ For Advertisers To Shun News: GroupM’s Norman

Is bad news bad news for brands? A sometimes-toxic political climate has prompted some advertisers to shun news publishers. Some ad buyers buyers have even blacklisted news sites. Now publishers are fighting back. Vice has accused brand safety platforms of censorship and others like BBC News, News Corp, The Economist and CNN are protesting that bad news can be good news […]

 
 

The News Environment is an Essential Place for Storytelling, HPE’s Marissa Freeman

A couple of years back, Hewlett Packard Enterprise partnered with CNN-backed video site Great Big Story to make a series of mini-documentaries about innovation, The Dreamers… For Marissa Freeman, it’s all part of a trend in which she sees appearing in a news environment as moving the needle. “For us, it’s all about being in […]

 
 

Brand Safety Tools Are Censoring News: Vice’s Delport

Over the last year, several news or so-called news sites have found their way on to the blacklists which some ad buyers and platforms use. Some media agency executives told Digiday they had blocked hundreds of news sites. We have also seen publishers like BBC News, News Corp, The Economist and now Vice Media protest that there is nothing bad about […]

 
 

Addressable Opens TV Ads To The World: Liberty Global’s John Paul

LAS VEGAS — Its pay-TV rival Sky may have been first to market to offer highly-targeted, addressable TV advertising capability – but, for UK cable company Virgin Media, moves including a partnership on the technology with Sky itself are paying dividends. Now Virgin Media’s owner wants to replicate the impact across its global footprint. In […]

 
 

‘Live TV Is Back’ & Vice By The Numbers: Vice Media’s Delport

LAS VEGAS — It is the edgy, indie lifestyle-news zine that became an 800lb gorilla – Vice has blown up. Now the publisher wants to help brands reach a young audience that it knows is increasingly skeptical of being marketed to. In this video interview with Beet.TV, Vice Media international and global chief revenue officer […]

 
 

TV Now Serves Both Ends Of Ad Funnel: dataxu’s Catanzaro

LAS VEGAS — The traditional deployment for TV ads has always been the top of the marketing funnel, where a mass audience’s interest gets ignited by awareness-raising branding ads. But new technology allowing TV to operate like digital channels means the medium can fulfil both awareness and “performance” goals, which aim to generate an actual, […]

 
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