Robert Williams

NEW YORK – The term “retail media” generally describes online marketplaces like Amazon or store chains like Walmart that are selling advertising space on their websites. But retail media can encompass in-store marketing activities, the capturing of data about consumers and other industry verticals. “When you think about retail media beyond retailers, and what’s out there […]

This year’s Beat Retreat in Santa Monica comes as television advertising undergoes significant upheaval as viewers watch more programming on connected devices – including smart TVs, mobile phones and computers. Brands seeking to reach these audiences are adopting a variety of technologies to show different ads to different people during the same shows nationally, but […]

NEW YORK – Retailers that sell online advertising can tout their ability to target consumers based on their purchase histories and to reach shoppers at the lowest parts of the purchase funnel. But retail media is one part of the broader growth in “commerce media” that includes brand advertising across other websites. “We define commerce […]

More retailers are selling advertising space on their websites, giving brands a way to reach consumers when they’re most ready to shop. Merchants that have gathered customer data have a rich source of information that helps brands to figure out which consumers can be targeted for conversion, similar to how direct-to-consumer (DTC) marketers behave. “If […]

Television audiences have more ways to see their favorite programming as internet connectivity expands beyond desktop computers and smartphones. Smart TVs give them broader choices of individualized content and an improved viewing experience that supports their receptivity to advertising that’s more targeted. “There’s a whole new evolution of opportunity out there within the CTV landscape, […]

Marketers of consumer goods for years have sought to persuade the purchase decisions of people as they shopped in brick-and-mortar stores. Shopper marketing has included everything from in-store displays to coupons printed at checkout to help drive purchase consideration. In the digital age, shopper marketing has evolved into retail media – or showing targeted ads […]

NEW YORK – Free, ad-supported television (FAST) services like Pluto TV, Tubi and Xumo give viewers more choices of what to watch on their internet-connected devices. They also are a growing part of the media mix for advertisers that seek to expand their reach to consumers who don’t have a cable or satellite TV services. […]

NEW YORK – The venture capital unit of data cloud company Snowflake this week announced an investment in OpenAP, the advanced advertising platform formed in a collaboration with major U.S. media companies. Bill Stratton, global head, media, entertainment and advertising vertical at Snowflake, offered more insights into the investment in this conversation with Beet.TV at […]

LOS ANGELES – OpenAP, the advanced advertising company for television, today said it had received an investment from the venture capital arm of data cloud company Snowflake. With the backing of Snowflake Ventures, OpenAP plans to speed up the development of OpenAP Data Hub, the company’s cross-platform and cross-publisher clean room solution. Financial terms of […]

Spending on video advertising by political campaigns this year is projected to hit $9 billion as candidates and interest groups seek to get voters to the polls in next month’s midterm elections. Part of their media buying is shifting into programmatic channels to reach audiences that spending more time with connected TV (CTV). “With CTV, […]

NEW YORK – Technology developers that are creating the infrastructure for digital television are finding ways for their platforms to work together. Darren Sherriff, vice president of advertising technology solutions at Fox Corporation, would like to see similar collaboration with companies that help to measure viewership of programming and advertising. “We’re starting to see a […]

NEW YORK – Investments in advertising technology will help marketers and media companies become better at reaching audiences more effectively, says Sean Cunningham, president and chief executive of trade group VAB. These investments will be evident, even if the timeline is slower than some people expect. “My members are investing in dozens of enabling companies […]

NEW YORK – OpenAP today introduced a way to unify delivery of all television advertising buys and to support cross-platform measurement of campaigns. The advanced advertising company added programmatic interoperability to OpenID, its unique identifier for linear TV and digital audiences. Integrations with FreeWheel, Magnite and Xandr’s Monetize SSP give media buyers the ability to […]

NEW YORK – The sudden jump in viewership for streaming video sped up a longer-term shift away from linear television. Amid these changes, both channels have a role in helping advertisers to reach consumers most effectively. “There’s a bit of a false narrative in the market at the moment that’s getting pushed in terms of […]

NEW YORK – Advertisers face a variety of challenges in figuring out the best ways to reach consumers who not only view television programming on several connected devices, but also have more tools to guard their privacy. This fragmented media environment drives a need for a holistic solution for marketers and media buyers. “The biggest […]

The advertising industry specializes in inspiring people to take action, and where better to start than with its own members? Many younger adults, 18-30, do not participate in one of the most important ways to take action or stand up for issues about which they care: voting. The recently launched Voting MAVEN, which stands for “media […]

Performance marketing platform MNTN has worked to give television advertisers, including brands that had never run TV campaigns, a way to make their efforts more successful. As connected television (CTV) enables brands to reach target audiences on different devices, performance campaigns can be further enhanced. “We’ve found that a lot of our clients — this […]

A variety of studies have shown that people want to see themselves represented in television content and advertising. Technology company Sabio is helping producers of streaming content to monetize their efforts to create programming for diverse audiences. “The only way you can actually have pluralistic viewpoints on media today is to not only certainly incentivize […]

NEW YORK – Comscore this week said it had struck a deal with Fox Television Stations to provide local TV broadcaster with audience data to support its growth in advanced advertising. Marketers will be able to improve their ad targeting based on more granular consumer data from Comscore. “They [Fox] spent some time really digging […]

Marketers are looking for ways to reach consumers through linear and connected television (CTV) without showing the same ads to the same viewers too many times. Advertising automation platform Simpli.fi recently introduced the ability to provide buyers of linear TV advertising with complete incremental reach on CTV. “One of the number one challenges with buying […]