Robert Andrews

As the sun sets on cookies and as privacy regulation has dabbed the brakes on some of the more advanced facets of audience targeting, many advertisers are looking for alternatives. Amongst the leading contenders – contextual advertising, the practise of targeting not the audience for content but the content itself. As contextual ad targeting gains […]

We all know that news and video publishers are experiencing a big traffic spike during the coronavirus pandemic. But how can they best serve audiences in order to hold on to new users after the lockdowns end? In this video interview with Beet.TV, Nielsen’s EVP for media and marketing effectiveness Tina Wilson says traffic is […]

LAFAYETTE, CA – Could a partnership with a consumer data agency help a fast-moving OTT TV service capitalize on an unexpected boom in viewing? Today, Tubi announced it has done a deal with consumer credit profiling and data provider TransUnion which lets it add offline purchase and profiling data to the existing first-party data Tubi […]

The coronavirus pandemic crisis will accelerate the trend in which brands want to speak directly to their customers. That is according to one ad executive who says companies need to be able to find their own audience amongst the newly-inflated base of stay-at-home media consumers. Get personal amid virus “The need for personalization on direct-to-consumer […]

VIA BEETCAM — The coronavirus pandemic looks like wreaking havoc for all sites of the media and marketing industries. But there is one class of player that could actually emerge from COVID-19 even more healthy. In this video interview with Beet.TV, Justin Fromm, EVP of business intelligence at Advertiser Perceptions, says “walled garden” platforms like […]

LONDON via BEETCAM — What happens when the law of supply and demand gets unhinged? A good deal for new advertisers. The coronavirus pandemic has spawned two contradictory business patterns: Supply: TV viewers are booming as consumers are forced to stay at home. Demand: But advertisers are pulling back, fearful of reduced consumer spending or […]

LONDON via BEETCAM — For a media industry that has long been used to enduring disruption, the coronavirus pandemic has hit like the most disruptive wave yet. Many brands, especially in hardest-hit verticals like travel, are pulling back ad budgets or blacklisting inventory adjacent to virus news, placing media companies under pressure. But there are […]

VIA BEETCAM — Time was, understanding the effectiveness of your ad campaign was all about using the available data. But now advertisers are demanding more. In this video interview with Beet.TV, Josh Chasin, who recently left as Comscore’s chief research officer to become VideoAmp’s chief measurability officer, explains how brands are getting more demanding about […]

VIA BEETCAM — The pandemic could be good for already-powerful tech platforms with ambitions on further solidifying their power in advertising sales. That is the view of one of the world’s leading ad agency leaders, who has long wrestled against the influence exerted by tech giants. In this interview with Beet.TV, Sir Martin Sorrell says […]

Amid the coronavirus crisis, many ad buyers, deeming the news too negative to appear next to, are adding virus-related keywords to brand safety tools that let them automatically filter the hottest news story of the day out of their media plans. That is kneecapping the revenue of many news publishers at a precarious moment, and […]

The COVID-19 pandemic will bring a recession unlike any seen before, one that will  see many brands cut advertising budgets – but it will also accelerate existing digital transformation trend lines and produce new ones. That is the view of Sir Martin Sorrell, executive chairman of his S4 Capital vehicle and former WPP CEO. Sorrell […]

Now that audiences have so many TV viewing options, advertisers risk duplicating or misdirecting their efforts to deliver the right ads to the right viewer. So companies like VideoAmp are aiming to build a more reliable way to gain a single, cross-device, cross-service profile of a viewer. In its latest such effort, the LA-based company […]

The end of the cookie era poses a big challenge to marketers that have historically used the tiny client-side files to track their audiences. But the emergence of multi-device user modalities had already posed a challenge to that method, and to brands that wanted to gain a holistic understanding of consumers’ cross-platform identity. In this […]

VIA BEETCAM — The brand safety leader at the world’s biggest media-buying agency is urging advertisers – blacklisting ad inventory against coronavirus news stories could kill newspapers and, with them, democracy. Last week, Comscore said 22% to 30% of all ad impressions were appearing in coronavirus-related content. Such content is now being widely blacklisted by […]

SAN FRANCISCO, CA — In the digital TV age, the old ways of measuring TV audiences often come under scrutiny. But should you throw the baby out with the bath water? No, according to iSpot.tv CEO Sean Muller. “Measurement is not broken per se,” he says. “There’s no reason to reinvent current age, and gender type […]

VIA BEETCAM — COVID-19 has come as a black swan the communication industry could have done without, one that has sent companies of all kinds worrying and scurrying for answers. Amongst the questions brands are asking Forrester principal analyst Jim Nail – “What is everyone else doing?” and “Should I be cutting my advertising?” In […]

VIA BEETCAM — They often say it takes a crisis to really change. So how does coronavirus promise to change the technology industry? If and when COVID-19 passes: tech platforms will evade looming regulation. they will be unable to avoid categorization as editors. newly-remote workers will ultimately ditch Zoom and go back to the office. […]

SAN FRANCISCO, CA — Now that marketers can, finally, accurately measure their TV advertising, you would think they may be happy. But the explosion in new measurement techniques and providers is actually causing a headache for ad buyers who want an apples-to-apples analysis of their ad effectiveness. No wonder so many are actually now calling […]

SAN FRANCISCO, CA — After 10 years of obsessively super-targeting audiences using digital profiling data, the ad industry pendulum is swinging a little back to an older method. Contextual targeting is the practice of aligning an ad with content, not with the individual audience member consuming that content. In truth, the outcome doesn’t have to be an […]

VIA BEETCAM — The new president of the Interactive Advertising Bureau (IAB) says he expects an encouraging response from advertisers and agencies whom he had asked to cease bypassing COVID-19 news content. IAB president David Cohen, who just joined from IPG’s Magna, published an IAB article, How Brands and Agencies Can Save American Lives in […]