Addressable TV Is Bringing Precision Ad Targeting at Scale: WarnerMedia’s Amy McGovern

SAN JUAN, Puerto Rico – Showing different ads to different viewers during the same shows on a national scale has been a key goal for television networks. Faced with growing competition from search engines, social media platforms and ecommerce companies that reach target audiences, media companies are upgrading their technology to offer addressable advertising. “Last year […]

 
 

Keep an Eye on Audience Identifers, CTV Growth: Omnicom’s Ben Hovaness

SAN JUAN, Puerto Rico – The gradual disappearance of online tracking cookies and device identifiers is challenging the advertising industry to develop a way to improve their ad targeting while also protecting consumer privacy. The need for new identifiers is heightened with the growing popularity of connected television (CTV) as people watch video content on […]

 
 

Revitalized TV Content Inspires Better Consumer Experience: Mediahub’s Michael Piner

SAN JUAN, Puerto Rico – The popularity of connected devices including mobile phones and smart TVs has led to more choices for video programming, including authentic user-generated content that vies for people’s attention. Reaching consumers in this environment demands innovation among media companies and advertisers. “We’re at a point in time where we’re witnessing the revitalization […]

 
 

Contextual Ads, Attention Metrics Are Remaking Digital Media: Havas’s Jonathan Waite

Advertisers are grappling with significant changes in the way they reach target audiences through online media as tracking cookies disappear, privacy regulation becomes more pervasive and digital “walled gardens” proliferate. These challenges have contributed to renewed interest in contextual advertising that targets audiences based on the content they’re most likely to consume. “There’s a realization […]

 
 

Marketers Can Find Major Growth in Hispanic Market: Univision’s Donna Speciale Chats With VAB’s Sean Cunningham

SAN JUAN, Puerto Rico – Consumer brands, especially those in mature industries, can find growth by diversifying their advertising to include the burgeoning market of Spanish-speaking consumers in the United States. That was one of the key messages from Donna Speciale, the advertising veteran who last year joined Univision as president of sales and marketing, […]

 
 

Innovation Is Transforming Media Measurement and Viewing Habits: CBS’s Radha Subramanyam

SAN JUAN, Puerto Rico – Marketers and media outlets have been pushing for improvements in the television audience measurement, the linchpin for billions of dollars in advertising spending. After ratings stalwart Nielsen last year lost accreditation from the Media Rating Council, media buyers and sellers have sought other ways to set the value of advertising […]

 
 

Advertisers Will See Data-Powered Growth in Television: FreeWheel’s Jonathan Whitticom

Marketers have fretted that linear television and digital video have operated in separate siloes, hampering their ability to run cross-platform campaigns efficiently. FreeWheel, an ad-tech unit of media and communications giant Comcast, is working to break down those barriers with self-service features introduced last week. “We’re really looking at using our FreeWheel Strata technology in […]

 
 

Matching CTV Ads With Content Enhances Viewer Experiences: SpringServe’s Joseph Hirsch

SAN JUAN, Puerto Rico – Consumers have more control than ever before over what to watch on television as the profusion of connected TV (CTV) apps opens vast libraries of video programming. Amid these choices, ad-supported streaming platforms must ensure that automated auctions of their media inventories don’t result in commercial breaks that are annoying or […]

 
 

Political Campaigns Can’t Ignore CTV Audiences: i360’s Mark Positano

This year’s midterm elections are coinciding with a major shift in people’s television viewing habits as streaming services grow more popular. Political campaigns face greater challenges in reaching broad groups of voters as people spend less time watching traditional linear TV networks, but connected TV (CTV) and over-the-top (OTT) platforms offer their own efficiencies with […]

 
 

Media Buyers Have More Technology to Hone Video Campaigns: Essence’s Mike Fisher

SAN JUAN, Puerto Rico – The significant shift in viewership from linear television to streaming video has challenged advertisers to reach audiences among a wider variety of media platforms and electronic devices. This change has helped to drive adoption of data and software tools to manage ad campaigns across a more fragmented media landscape. “The […]

 
 

Data Insights Drive Improvements in Ad Revenue: Furious’s Ashley Swartz

SAN JUAN, Puerto Rico – Media companies can improve advertising revenues by adopting software that helps to analyze sales data and automate workflows. Through the process of yield optimization, they can achieve gains of 8.5% to 10% in the first year. “The goal is to maximize the value of all those ad products you have to […]

 
 

Political Campaigns Have New Tools for Cross-Platform Reach: FreeWheel’s Tess O’Brien

SAN JUAN, Puerto Rico – This year’s midterm elections are estimated to generate as much as $9 billion in video advertising revenue as campaigns seek to reach voters on linear TV and connected TV (CTV). To meet their demands for ad inventories, ad-platform provider FreeWheel today released new tools to unify audience-based planning on premium CTV […]

 
 

‘Persuadable’ Audiences Are Most Compelling for Advertisers: 605’s Caroline Horner

Advertisers are gaining more tools to improve their reach among target audiences with a combination of data and analysis. Among these consumers, “persuadables” who have shown they are more responsive to advertising represent a key opportunity for marketers to improve the effectiveness of their campaigns. “We are working with clients … to perfect their targets […]

 
 

Data-Driven Linear TV Drives Key Results for Brands: Xandr’s Mark Mitchell

SAN JUAN, Puerto Rico – Advertisers are gaining more tools to measure the effectiveness of their campaigns, especially as they gather more granular information about consumers. Instead of relying on broad demographic data to help predict how people will behave after seeing an ad on television, marketers can find other data signals to indicate purchase intent. […]

 
 

TV Ratings Must Represent Multicultural Audiences: Univision’s Donna Speciale

SAN JUAN, Puerto Rico – Television networks are preparing for the yearly upfront sales season, but are considered unlikely to have the backing of an audience measurement company. TV ratings stalwarts Nielsen and Comscore probably won’t receive accreditation from the Media Rating Council by the time that networks present their programming slates to major advertisers […]

 
 

Addressability, New Currencies Will Define 2022 Upfront: Magna’s Molly Finnerty

SAN JUAN, Puerto Rico – Going into this year’s upfront sales season for television networks, marketers are either testing or adopting more tools to automate their media spending and to evaluate it. They also have more ways to reach target audiences as national addressable advertising moves out of pilot programs and into the mainstream. “These […]

 
 

Political Campaigns Can Boost Performance With Streaming Ads: Xandr’s Erik Brydges

Spending on video advertising by political campaigns this year is expected to reach $9 billion as the country’s two major parties vie for control of both houses of the U.S. Congress in the midterm elections. An estimated $1.5 billion will be spent on connected TV (CTV) channels as campaigns try to reach cord-cutter and cord-never […]

 
 

Upfronts Will Expand Programmatic Ad Inventories: GroupM’s Esra Bacher

SAN JUAN, Puerto Rico – Advertisers are demanding greater flexibility in their media plans as rapid shifts in consumer behaviors and business conditions affect their strategies. As much as marketers want the assurance that their ads will appear at specific times during a linear television programming schedule, they also want reach the growing number of […]

 
 

This Will Be The First ‘Multicurrency Upfront’: VAB’s Sean Cunningham

SAN JUAN, Puerto Rico – Television networks are gearing up for the upfront advertising sales season amid a period of upheaval in audience measurement. Media buyers and sellers will have more tools to set the value of advertising transactions, including more granular analysis of data to help predict business outcomes. “Marketers over the long term […]

 
 

Beet Retreat Preview: Insights From Magnite’s Matt McLeggon, Sabio’s Jon Stimmel and VideoAmp’s Lisa Ciancarelli

The Beet Retreat this week brings together high-level executives from media companies, advertising agencies and ad-tech disruptors that are shaping the television and digital marketplace. In this episode of the BeetCast, several Beet Retreat sponsors offer a preview of what they’ll discuss in keynote presentations and “fireside chats” during the three-day event: Matt McLeggon, senior […]

 
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