Robert Andrews

In a world of fragmentation, partisanship and increasing separation, there is an untold story of cooperation in the media business. Around the world, operators are coming together in partnership, seeking scale to fight common challenges. That is what Germany-based broadcast group RTL is doing with more than 400 partners. Its Adconnect unit is an ad […]

If you take digital-native brands like Airbnb, Uber and Wayfair, it is a given that each of them has pretty significant digital marketing budget. But, when each needs a further lift, they turn to television. That is according to an analysis of a group of 80 “digital disruptors” by the Video Advertising Bureau, an industry […]

Publishers and broadcasters have spent the last year moving from a binary operating model (“digital” and “linear”) to a holistic one. But ad buyers are still split across the two traditional worlds, and that is curtailing ad spending, according to an ex ad agency boss who now oversees digital media measurement. In this video interview […]

AdAge called him “the most quoted man in advertising” – but what does Brian Wieser call the impact of TV advertising technologies? Underwhelming, it seems. In this video interview with Beet.TV, Pivotal Research senior analyst Brian Wieser, who opines on the media business, says advanced TV targeting opportunities will do little to arrest an overall […]

As more TV sets get connected to the Internet, more of them are also being used to place ads bought in real-time to reach specific audiences. By comparison, satellite TV platforms may seem like anachronism. But being beamed from space doesn’t mean satellite can’t also benefit from programmatic. In this video interview with Beet.TV, General […]

Why does the company which has credit reports and other data on 235 million US consumers want to play in the advertising business? Because it wants to be a lynchpin. In this video interview with Beet.TV, the director of TV solutions at Experian Marketing Services, Brad Danaher, makes a case for Experian being a fulcrum of […]

Over the last couple of years, there has been a lot of talk about an end to the historic ad pricing model in which intermediaries took a share of inventory traded. Instead, the idea went, ad-tech platforms would need to charge a simple flat monthly fee. We may be far from a full industry conversion […]

Programmatic ad spending in television is still forecast to be a modest 4% next year – but initiatives to bring TV and digital video together could move that needle. In fact, programmatic methods of buying – that is, using data and targeting capabilities to buy individual audiences, not groups of viewers against whole shows – […]

ORLANDO — Put 200 of the world’s leading senior marketing decision makers in a room and what do you get? An agenda for the future of the craft. At a gathering in Orlando, Cannes Lions and the Association of National Advertisers (ANA) convened more than 200 chief marketing officers to inform how a new CMO […]

ORLANDO — These days, there isn’t a big brand that doesn’t profess “sustainability” to be a key goal. But is a passion for good things any more than a marketing stunt? To Brad Hiranaga, sustainability is anything but. In this video interview with Beet.TV, the chief brand officer of breakfast cereal maker General Mills says aiming for […]

ORLANDO — If only there were an instruction manual for everything. Like many marketers, Rahul Malhotra wishes there were one for brands. He is the head of brand strategy and stewardship at Shell, one of the largest oil companies – in fact, one of the largest companies of any sort – in the world. In this video […]

ORLANDO – After a few years in which the advertising business seemed to get consumed by numbers and efficiency, is creativity returning the fold? If the agenda for next year’s upcoming Cannes Lions International Festival of Creativity is anything to go by, it certainly is. In a new addition to the advertising festival’s agenda, CLX (“Connect. Learn. […]

ORLANDO — If you thought the Cannes Lions International Festival of Creativity was down-sizing, think again. In a new addition to the advertising festival’s agenda, CLX (“Connect. Learn. Explore”), a new mini-event within the overall programme, will add a series of curated discussion sessions. CLX is a partnership with media consulting firm, MediaLink, which has […]

ORLANDO — Once upon a time, a marketer spending millions on a TV campaign had to wait until its conclusion before digesting the results and tweaking the mix on the next buy. But A+E Networks is now letting ad buyers recalibrate the mix mid-campaign. The TV channel operator earlier this year began offering performance-based guarantees […]

ORLANDO — After a spate of controversies in the last couple of years, ad agencies are enduring choppy waters, as many brand clients look use software, for themselves, to execute some of the traditional functions of their agencies. A recent Association of National Advertisers (ANA) survey showed 35% of marketers expanded their in-house media buying capabilities […]

ORLANDO — If there is one kind of publisher that knows a lot about people, it must be a genealogy site. Ancestry lists more than 20 million members, all desperate to build connections with relatives – living, deceased or as-yet unknown. It’s all about reducing the boundaries between people. But there is another kind of […]

Is live or on-demand TV a bigger opportunity for advanced ad targeting technology? A growing number of companies is choosing both, rather than either. Case in point – Simulmedia, which had, until now, majored on lighting up advertiser access to linear TV spots using data techniques, is now adding over-the-top TV ad inventory to its offering. Through […]

ORLANDO — If any industry should know how to shake off an image problem, it should be the marketing industry. After all, isn’t that its core competency? But, in this video interview with Beet.TV, Deloitte Digital’s chief marketing officer Alicia Hatch says marketers are suffering at the hands of technology, and need to reboot their perception. […]

2018 was the year Amazon became the number-three digital ad platform in the US, according to eMarketer‘s analysis. But that is a fraction of the platform’s overall revenue, led by retail sales. At the nexus of those two channels, Criteo, an advertising technology platform best known for offering retargeting capabilities, is trying to help smaller […]

ORLANDO — For corporate America, “diversity and inclusion” rose up the imperative ranks in 2018 like probably no year previously. But those qualities are not just nice-to-haves or boxes to tick – they also lead to natural uplift in business effectiveness. In this video interview with Beet.TV, Mastercard chief marketing and communications officer Raja Rajamannar […]