Brands Conflicted As Omni-Channel Beasts: IBM’s Bitterman

CANNES — The gleaming, shimmering advertising future is one in which brands and buyers know which devices their target consumers are using and can plan to buy just the right amount of inventory across each to make a campaign tick. But, despite years of talk about “omni-channel” marketing, the truth is – for many – […]

 
 

Finecast’s Astley Aims To Embed Addressable At Agencies And Overseas

CANNES — The addressable TV company GroupM established to tackle the challenge of cross-screen audience targeting and standardized measurement is still planning to expand beyond is initial UK launch market later in 2018. Last year, the agency launched Finecast, spanning multiple TV channels, pay-TV platforms, set-top boxes, video-on-demand services, over-the-top providers and game consoles. Finecast offers advertisers […]

 
 

New Blockchain Ad Consortium Debates An End To Ad ‘Inertia’

CANNES — Worries from ad buyers and sellers over how portions of their money get siphoned off by ad-tech platforms have prompted an “inertia” in which players have become reticent to try new tools. But a panel of industry executives convened by Beet.TV debated how blockchain technology could usher in a new era of transparency […]

 
 

Adobe’s Eadie On The Reunification Of Media & Creative Agencies

After transparency, back-handers and disintermediation by platforms, media agencies are also facing a competitive challenge from interest shown by big consulting firms. Is this the nail in the coffin for the traditional ad agency? Not necessarily, but their role may well evolve in the next few years. That is the view from one exec whose […]

 
 

What’s Driving Media M&A: EY’s Media & Entertainment Lead Janet Balis explains both Vertical and Horizontal Plays

Whether it is AT&T buying Time Warner, Comcast and Disney bidding for 21st Century Fox, or the earlier roll-up of Verizon, Yahoo and AOL, one thing is clear – US media and technology consolidation is in full-swing. One more thing that’s in full-swing? The arrival of consulting firms to the advertising and marketing party. For […]

 
 

dataxu’s Baker: We Combine Linear & OTT TV

The bears are circling traditional TV. With a continual digital migration, traditional TV ad spending entered last year entered what is forecast to be three years of downturn. By most definitions, that is a recession. But Mike Baker thinks it doesn’t have to be this way. The CEO of ad-tech firm dataxu thinks digital and linear […]

 
 

Kimberly-Clark Wants To Clean Up Media with Blockchain

The worlds of crypto-currency and toilet paper may seem to have little in common – but the technology that underpins Bitcoin may soon help one of the world’s largest personal hygiene product makers clean up its media business. Kimberly-Clark, whose – brands include Andrex, Corronelle and Huggies – was one of the companies announced by […]

 
 

Go Beyond 15 & 30: Hulu’s Naylor Advocates Interactive Ads

CANNES — It was the subject of a thousand interactive TV dreams in the nineties – the ability to buy products straight from ads seen on the TV screen. Now Hulu has enabled it, and its ad chief thinks the future has finally arrived. The new ad unit, called T-Commerce, was launched with interactive firm […]

 
 

Twitter’s Prince On What’s Happening At The World Cup

When Twitter unveiled its mid-June feature update, focusing the company on a message of serving “What’s Happening“, it seemed strange. Twitter first embraced “What’s happening?“, the prompt to create new tweets, back in 2009. But, this time, the company was making some product changes, to better emphasise its role at the heart of global user […]

 
 

GDPR Was Just The Start: MediaMath’s Rothkopf

One month after Europe’s new privacy legislation came in to effect, the world did not cease to exist – but a good proportion of ad inventory did. Still, one ad-tech exec believes consumers have every right to expect a rebalancing of their relationship with publishers and advertisers, which the new GDPR law sought to usher […]

 
 

Next Up For Nielsen: Measuring Podcasts

CANNES — If you believe the hype, podcasts right now are one of the fastest-growing media in the market. Edison Research’s The Podcast Consumer, the most oft-cited proofpoint, now suggests weekly podcast listening has grown to 17% of Americans aged 12 or over, with a balanced gender split. More and more publishers are falling over […]

 
 

true[X]’s Midha Revels In Vogue For Lower Ad Load

true[X] may have been operating more than a decade now. But could the most recent of technology controversies be about to put the company in the sun? The technology company, owned by 21st Century Fox, helps consumers see fewer ads in digital video when they engage with an initial interactive commercial – effectively bartering their […]

 
 

IBM Watson’s Seifer On How Agencies Can Embrace Blockchain

CANNES — After transparency, back-handers and disintermediation by platforms, next on the list of challenges facing media agencies is blockchain. Or, is it? A blockchain is a public, distributed, anonymised ledger of transactions that is supremely trackable and traceable. It is the technology that underpins digital currencies like Bitcoin – but, in theory, those “transactions” don’t have to […]

 
 

How 605 Is Helping Brands Measure Effects: Dolan explains

When some brands advertise, they place their money on a particular channel, believing it to be useful for a particular kind of goal – brand-building, or sales-generating. But Kristin Dolan would like advertisers to get out of that siloed mindset. The former Cablevision exec, who jointly set up 605 to bring better ad insight to […]

 
 

Engagement Is Proof Of Attention: Fox’s Marchese

If there’s a German word for the pleasure felt when all your detractors are finally thronging around you, then Joe Marchese is probably feeling it right now. The video ad-tech firm has spent the last few years trying to popularize technology that helps consumers see fewer ads in digital video when they engage with an initial […]

 
 

IBM, Mediaocean Scale Blockchain Offering For Unilever, Other Brands

CANNES – This week, we have already seen how blockchain infrastructure can help ensure the integrity of pork and mango supply chains. Now what could it do for advertising? A lot, according to ad-tech firm Mediaocean and IBM’s iX agency. They have partnered to launch what they are calling “a blockchain consortium for the digital […]

 
 

FreeWheel Extends OTT Measurement with Nielsen

FreeWheel announced that it will expand its measurement capabilities to over-the-top and set-top box video on-demand inventory, after a partnership with Nielsen. In this video interview with Beet.TV, FreeWheel general manager David Clark says the deal will help ad buyers get better incremental reach, including to light TV viewers. The partnership will expand measurement to over-the-top […]

 
 

Cannes By The Numbers, With Festival Chairman Thomas

As the Cannes Lions International Festival of Creativity kicks off again for another year, this year looks slightly different. Amid changing times and budgets for mainstay agency attendees and the arrival of a new kind of delegate, the festival is changing its own shape. In this video interview with Beet.TV, festival chairman Philip Thomas highlights how […]

 
 

How Pork & Mangos Beckon Advertisers To Blockchain: IBM’s Rangaiah

Blockchain is still early in its life cycle of development – but could soon help advertisers and others track the provenance and history of what they buy. That is the new idea bubbling in some sections of ad-land, as technology companies look for ways to take the new infrastructure to new customer categories beside crypto-currency. […]

 
 

Group M’s Schwartz Breaks Down Device Barriers To ‘Holistic’ Media

Publishers and ad agencies have spent years adding new channels to their overall content mix. But, whilst that strategy has undoubtedly allowed marketers to reach consumers in new places, a growing school of thought holds that it has also created a whole new array of silos. That’s the view of one ad agency man at […]

 
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