Identity Resolution Big Focus for Samba TV

Television is ready to step in to the future to embrace the new audience targeting opportunities in front of it. But, to do so, TV is going to need to learn some new tricks – chiefly, how to identify viewers in order to stop serving them repetitive ads. That is according to one executive whose […]

 
 

Digital Players & Platforms Want To Compete with TV: Nielsen’s Clarken

In the emerging world of advanced measurement for digital ad campaigns, the currencies and metrics on which buying and selling decisions are made are shifting sands. Many ad buyers, of course, want specific metrics to indicate real viewership and attribution of consequential purchase actions. But many brands, even digital ones, are now getting frustrated by […]

 
 

Brands Want A Shorter, Shoppable Funnel: Accenture’s Mendonça

If you needed any indication that the big consulting firms were making an entry in the world of advertising services, look back to Accenture’s appointment of Omnicom veteran Nikki Mendonça in October 2017. With the group for 16 years, Mendonça had been president of OMD Worldwide’s EMEA region, responsible for 6,500 marketers running brands like […]

 
 

Data Plus Math’s LiveRamp Sale ‘Closes The Loop’

If you thought Acxiom’s sale of its data warehousing business to InterPublic Group (IPG) indicated it was out of the advertising data game, think again. Now named LiveRamp after its key remaining asset, the company says it plans to acquire Boston-based Data Plus Math, whose technology helps match up audience profiles and map ad exposure […]

 
 

Measurement Needs An Upgrade: Innovid’s Hogue

She may have just landed from Nielsen, but that doesn’t mean Jessica Hogue doesn’t think the world of TV ad measurement is fine stuck in the worlds of panels and demographics. After a 12-year stint at the media measurement firm which ended with being SVP for its digital client solutions team, Hogue this May left […]

 
 

Privacy Is Our Carpe Diem Moment: Hearts & Science’s New US CEO

Consumer privacy issues and the relative value they perceive from media and advertising are a “carpe diem” (“seize the day”) moment for the advertising industry. Thast is according to one agency exec speaking amid the discussion at the Cannes Lions ad industry gathering. “With ITP and ITP 2.0 (Intelligent Tracking Prevention), I think we’re seeing […]

 
 

US TV Too Fragmented: SpotX’s Buckley

The more that US ad-tech vendors get consolidated in to larger European media owners, the more we hear about the relative simplicity of the European system. Whilst the European market, like the continent itself, is fragmented, its broadcast ecosystem is far less so. Furthermore, initiatives like HbbTV have seen the entire chain of electronics manufacturers […]

 
 

Ads Need More Creativity, Personalization: Teads’ Daily

When shovelware has taken over, stop digging. Over the last few years of media evolution, many brands have moved in to new formats by simply re-using their old creative. That doesn’t cut it, says Jim Daily, Teads president, in this video interview with Beet.TV. The executive’s company is best known as the company which brought you […]

 
 

UK’s ITV Uses VOD Hub To Gather Ad Data: Bignell

The UK’s leading commercial TV broadcaster is steadily gathering more data with which to target ads for its own online audience. Now it is taking that ability up a notch, with a two-way partnership with an ad-tech platform helping it go one step farther. The broadcaster, which airs Downton Abbey and Coronation Street in the UK, recently picked […]

 
 

RTL’s Adconnect Goes ‘Glocal’ To Power Ads: Coruble

Two of the major dynamics in modern media right now see media owners come together cooperatively and many of them restructuring their businesses to cater to larger, global brands. Luxembourg-based pan-European RTL Group is living out both of those trends. Its Adconnect unit is an ad sales arm for RTL-owned broadcasters and shows made by […]

 
 

Industry Needs Shared Solutions: Amobee’s Smolin

Put aside your competition and come together to create solutions that benefit everyone. That was the clarion call from an ad-tech exec enjoying the sunshine at the Cannes Lions advertising industry gathering. “Everybody sees kind of this moment in time, where we can really embrace converged strategies,” says Philip Smolin, Amobee chief strategy officer, in […]

 
 

Addressability Is Finally Here: Nielsen’s Somaya

It was a long time coming, but the long-held promise of targeting individual households with customized TV ads has finally come in to view. That is something video and TV programmers – all facing competition from digital-native ad platforms that have long offered super-targeting – need to remain competitive. “I think there are finally real […]

 
 

How Panels Improve Big Data: Nielsen’s Hohman

Panel-based measurement of media consumption may seem antiquated when you consider that modern digital media tend to include audience tracking out of the box. But Dave Hohmann thinks counting consumption through panel reporting is still relevant. He would think that. As EVP and MD of buy-side media at Nielsen, Hohman works on continuing to offer […]

 
 

TV Serves Brand & Performance: Marketing Architects’ Hengel

In 2019, all the marketing talk is of combining data and connectivity with TV and the potential mass audience, creating a targeted rich advertising opportunity. But Minneapolis-based Marketing Architects has working on the next generation of TV ad for more than two decades now. The independent agency was founded by Chuck Hengel in 1997 to create […]

 
 

D2C Brands Are ‘Outcome-Obsessed’: VAB’s Cunningham

They may be advertising on TV – but that doesn’t mean the growing wave of direct-to-consumer (D2C) brands is happy to get by simply building their image. In the emerging D2C landscape, the new brand beasts want to use TV to fuel real purchases. In 2019, that appears to be a real possibility. Whilst, historically, […]

 
 

Creative Testing Unleashes Marketing Architects, Hultgren Says

Not all media agencies are on Madison Avenue. In the case of Marketing Architects, Minneapolis is the perfect place to be powering the next generation of TV ad. The independent agency was founded by Chuck Hengel in 1997 to create TV campaigns for businesses looking to reach major milestones.  In the last couple of years, […]

 
 

‘More Than A Bike’: How Video Drives Peloton

Over the last year, one new tech company has moved very fast whilst standing still. Peloton has made waves with its static workout bike that is married with live and on-demand head-mounted video exercise instructions. Not just for its product model, Peloton has also found itself nestled amongst the growing crop of “direct-to-consumer” (D2C) retailers. […]

 
 

Spark Foundry’s Giacosa Wants AI To Get Emotional

People keep talking about artificial intelligence as though it is some distant future. The reality is that many companies are now using variants of AI to enhance their business processes. Case in point – Publicis agency Spark Foundry is using machine learning on audience data points to enable the creation of dynamically-produced ad creative, customized […]

 
 

Local TV Buyers Need Power: Hudson MX’s Stevens

Local TV is one of the biggest advertising opportunities – but the ecosystem needs new efficiencies to ensure advertisers can make the most of the medium. That is according to an ad-tech veteran who spent years bringing programmatic technology to market – and now aims to use digital to unlock new dollars in local TV. […]

 
 

Local TV Advertisers Find Results In Measurement: TVSquared’s Kinsella

Some may think local advertisers and TV networks are under-powered when it comes to ad-tech capabilities – but that isn’t necessarily so, according to a growing number of vendors serving a local market that is increasingly keen on data-driven solutions. One of them is TVSquared, a company helping brands learn how TV advertising is driving traffic […]

 
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