Three Levels Of CTV Ad Optimization: Publica’s Antier

PALO ALTO –  Connected TV is booming, offering advertisers powers like household targeting, geo-targeting frequency-capping. But, where automated systems book the ads, there is also a risk of creative ending up in undesirable positions. That is why ad server vendors like Publica are working to introduce optimizations. In this video interview with Beet.TV, Ben Antier, […]

 

Finding The Value Of CTV: NitroC’s Doyle

Television and digital media are colliding in the shape of internet-connected TV. For advertisers, that presents the opportunity for enhanced targeting and greater control. But, across the industry, people are learning what works and establishing what CTV should cost. In this video interview with Beet.TV, Lee Doyle of the NitroC agency paints a picture of […]

 

What GroupM Wants From Connected TV: Sweeney

One of the world’s biggest media-buying agencies is rapidly increasingly its spending on connected TV ads for clients. But GroupM is still kicking the tyres of a burgeoning range of suppliers. In this video interview with Beet.TV, Matt Sweeney, chief investment officer for GroupM US, describes spending trends and his wishlist for platforms. Growing spend […]

 

Election Advertising will Move Brands To Connected TV: Simpli.fi’s Moore

PHOENIX – With election campaign ads flooded the TV airwaves, some other TV advertisers are turning to connected TV to get their message across. More than $1 billion has now been spent on TV ads for the 2020 presidential election in just 13 states. In this video interview with Beet.TV, James Moore, CRO of ad-tech […]

 

TV Must Embrace Digital-Style Buying: Ampersand’s Pangis

Can a “GRP” transform into a “CTR”? The evolution of TV metrics may not be so, well, linear – but Nicolle Pangis believes that television must quickly learn to speak digital’s language if it is to truly benefit from the connected TV opportunity. Pangis is CEO of Ampersand – the initiative of Comcast, Cox and […]

 

CTV Ads At ‘Inflection Point’ Thanks To Ad-Tech Upgrades: Xandr’s Wiseman

The sale of ads in connected TV environments has reached an “inflection point” because recent advances in software are allowing TV publishers to exert more control and reap more efficiency from the channel. That is according to one executive in the box seat for the connected TV revolution. “We are now seeing supply that’s available […]

 

How CTV Economics Will Shake Out: Rob Norman

WEST CORNWALL, CT – For advertisers, it offers the best of both – the impact of television and a smidgen of the targetability of digital. But how is connected TV shaping up, and what will it look like in the next few years? In this video interview with Beet.TV, Rob Norman, a veteran GroupM executive […]

 

How CTV Is Different In Europe: Xandr’s Soucaret

LONDON – Even more fragmented, but more cooperative – that’s how the connected TV (CTV) advertising landscape looks in Europe compared to the US, according to one man who leads European CTV operators for a major ad-tech supplier. If you thought the US CTV environment was fragmented, the European marketplace – marked by a host […]

 

How OpenSlate Aims To Make TikTok Brand-Safe: Foyle

JoAnna Foyle is getting pretty good at playing whack-a-mole. As soon as a brand safety problem emerges on a new digital media platform, Foyle‘s company helps improve the situation. OpenSlate, of which Foyle is chief operating officer, had already rolled out a service helping bring brand safety to YouTube and Facebook. Earlier this month, it […]

 

Peacock Aims To Reduce Number Of Rejected Ads: Innovid’s Chalozin

The connected TV future may seem as clean and effortless as digital media – but that often masks the reality that the channel is sometimes more “programmanual” than “programmatic”. That’s a problem for several reasons – but a new one has just come to light. After speaking with NBCU, AdExchanger reported: “When Peacock first launched, […]

 

Nielsen Nears Addressable TV Launch After Tru Optik Partnership, Hindlian Says

Nielsen is almost ready for a full commercial launch of the targeted-buying solution it has been beta-testing with several TV networks, after striking a data partnership with newly-acquired Tru Optik. Nielsen recently began working with seven US TV networks to beta-test addressable advertising technology for linear TV. Then Univision joined A+E Networks, AMC Networks, ViacomCBS, […]

 

Recontextualizing Context In Real-Time: Illuma’s Mason

LONDON — Contextual ad targeting is emerging as an antidote to the narrowing playing field for ad targeting technologies – but what if “context” is not what you think? GDPR, CCPA, the deprecation of third-party cookies and new limits placed on certain mobile ad identifiers are sunsetting the age of audience hyper-targeting. Now many people […]

 

DSPs Are Helping TV Ad Buying Become Agile: Pivotal’s Levine

The trend was already alight – but COVID-19 poured on gasoline. Increasingly, advertisers don’t want to commit to big upfront TV ad buyers – they want to be more responsive than that. In this video interview with Beet.TV, Michael Levine, Pivotal Research’s senior analyst for internet and media, says demand-side platforms (DSPs), software for buying […]

 

The Evolution Of CTV Ad Measurement: InMobi’s Barthur

It is a young medium with so much potential – but connected TV still needs to develop a set of new skills if it is going to satisfy advertisers getting excited about the opportunities. Emarketer previously forecast US connected TV ad spend would hit $14.14 billion by 2023, 4.7% of the total. It brings new […]

 

‘The OTT Election’: SpotX’s Welch On Connected Campaigning

WASHINGTON, DC –  U.S. election campaigners have upped their spend on TV ads through over-the-top (OTT) and connected TV (CTV) channels by 900% since April, according to one platform through which they are buying. SpotX says the elections for president, House Of Representatives and Senate is a watershed for the channels. Previous elections have been […]

 

Beyond Verified, OTT Needs Real Measurement: Essence’s Fisher

Suddenly, whether an ad impression was viewable on-screen is table stakes. In the new world, the emerging medium of over-the-top TV is going to need to convince marketers that their ad was truly effective. That’s the view of one ad agency leader charged with plotting the course to the OTT future. In this video interview […]

 

Connected TV – Going Global & Attracting Fraudsters: DoubleVerify’s Tiley

KENT, UK – Internet-enabled television advertising may be big in the US, but it’s not confined there. TV may be considered significantly more trustworthy as an advertising medium, but it’s future is not pre-destined to be the same. In this video interview with Beet.TV, Lauren Tiley, DoubleVerify Senior Director, Strategic Client Partners, says that connected TV […]

 

IBM Bringing AI to Programmatic Ecosystem with New Partnerships

Advertising stands to be rebooted by advances in artificial intelligence – but the industry must re-learn practices to embrace the power of machine learning. That’s the view of Jeremy Hlavacek, chief revenue officer of IBM Watson Advertising. The division of IBM leverages the company’s Watson intelligence engine on advertising use cases. In this video interview with […]

 

L’Oreal’s “New Normal” Redefined by Targeting, eCommerce and CTV, Shenan Reed

Why is L’Oreal interested in connected TV marketing? Because it’s worth it. But that doesn’t mean the beauty brand thinks the internet-enabled TV ad opportunity is unblemished yet. In this video interview with Beet.TV, L’Oreal’s SVP and head of media, Shenan Reed, a media agency veteran, opens up on how the company is navigating the […]

 

TV Measurement Is Up For Grabs: Ivins Joins TVSquared

The measurement of TV is in disarray, as audience behavior change accelerates and traditional firms struggle to catch up. That is according to a man who has just leaped from helping big TV distributors sell digital ads to helping advertisers analyze and optimize new-wave TV ad spending. “COVID’s accelerated the fragmentation of audiences – and […]

 
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