Robert Williams
Marketers Still Want Greater OTT Scale Amid Omnichannel Convergence: Publicis EVP Nicole Whitesel
SEATTLE – The “omnichannel utopia” promises to give marketers better insights on how different media channels produce comparable results. Those comparisons remain challenging amid the rapid shift in viewing habits that has only sped up during the pandemic. “There was a lot of hope that we would be further along than we are,” Nicole Whitesel, […]
Consumer Focus Drives Omnichannel Strategy: Forrester’s Jim Nail
BOSTON – An omnichannel advertising strategy starts with the understanding that putting consumers first drives every other decision about how to reach them among a growing number of media channels. Implementing such a strategy can be challenging inside corporations with varied marketing teams that compete for internal resources while also focusing on different media outlets. […]
‘People Want Seamless Interaction with Companies and Media’: Publicis Advisor Tobaccowala
CHICAGO – The transformation of the media marketplace from analog to digital is bringing advertisers a few steps closer to the goal of unifying the omnichannel universe. Out-of-home advertising and experiential marketing are the remaining outliers in the analog world, though they increasingly are being integrated with digital platforms through mobile devices and social media, […]
Paid Social Requires ‘Being a Strategist at Heart’: Essence’s Deborah King
LONDON – Social media usage has surged during the coronavirus pandemic as homebound consumers rely on platforms like Facebook, Instagram, Snapchat and Twitter to stay connected with the outside world. As marketers seek to reach those consumers, they face the daunting task of creating omnichannel campaigns among “walled gardens” that aren’t readily transparent and have […]
TV Nets Now Agile, Flexible with Upfront at a Pivot Point, GM CMO Deborah Wahl
DETROIT – This year’s upfront sales season for broadcast television marked a significant change in how marketers buy media placements, with the uncertainties of the coronavirus pandemic driving a demand for greater flexibility. For Deborah Wahl, global chief marketing officer of automotive giant General Motors, the rapidly changing media marketplace has pushed the automotive giant […]
Unlocking the “Five I’s” of Omnichannel Advertising: Mediaocean’s Neuhauser
CHICAGO – Omnichannel marketing has become more challenging as viewing habits change, especially amid the disruptions of the coronavirus pandemic. With more people consuming media on smartphones and through connected TVs, marketers must quickly adapt their strategies to reach their most likely customers. It’s helpful to remember the “Five I’s” when it comes to omnichannel […]
‘Next-Gen TV Is Top Priority’ Amid Rapid Changes: Mediaocean’s Anupam Gupta
SEATTLE – The omnichannel universe gets more fragmented every year, challenging marketers to reach audiences among a wider variety of media channels. Software platform Mediaocean aims to help advertisers and their agencies manage their campaigns in that more complex environment, having recently acquired 4C Insights to provide more in-depth data analysis. “Our vision is to […]
Leading Brands Follow Moviegoers Back to Theaters: NCM’s Cliff Marks
Labor Day weekend brought the reopening of thousands of movie theaters nationwide, giving advertisers a chance to reach audiences that had been starved of the movie-going experience for almost six months during pandemic lockdowns. For National CineMedia, which sells commercials that appear before the beginning of feature films, the reopenings of about 80% of U.S. […]
Political Campaigns Vie for ‘Big Screen’ Access: Xandr’s Steve Truxal
Political campaigns will kick into high gear after Labor Day weekend in the final stretch toward Election Day on Nov. 3. Those weeks will bring a jump in media spending, especially in swing states that are still too close to call. For Xandr, AT&T’s digital advertising exchange, this year’s election season is notable as political […]
Inclusive Marketing More Important Than Ever & Music Drives the Conversation
LOS ANGELES — As America becomes more diverse, marketers must develop advertising campaigns that emphasize inclusion while also reaching audiences among a wider variety of media channels, says Lisette Arsuaga, co-founder of the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), in this episode of “Vevo Everywhere: A Beet.TV Leadership Series on Evolving Content Distribution.” […]
‘Omni-Video Is Critical Going Forward’: Dish Media’s Kevin Arrix
Advertisers are looking for more flexibility in reaching audiences among a wider variety of video platforms, including traditional linear TV and the growing number of digital channels. Dish Media is giving marketers more choices, most recently in its partnership with Verizon Media announced this month. The deal gives advertisers using Verizon Media’s demand-side platform (DSP) […]
Contextual Targeting Will Rise As Cookies Fade: Kargo’s Harry Kargman
Online audience tracking is undergoing a major upheaval as consumers demand more control over their personal privacy, challenging the adtech industry to develop better ways to help marketers reach target consumers. Digital publishers that deliver those viewers to advertisers aren’t immune to the upheaval as contextual targeting becomes more pronounced. For mobile ad exchange Kargo, […]
Connected TV Drives Growth in Audience Identifiers, Tapad’s Mark Connon
Consumers are using a wider variety of connected devices to view content, challenging marketers to reach target audiences and measure the results of their advertising campaigns. Connected TV is adding another dimension to this environment, providing another source of data that marketers can harness to improve their targeting. For Tapad, which specializes in helping companies […]
REWIND: ‘Second-Screening’ Will Be Key for Sports Coverage: Disney’s Rita Ferro
Editor’s Note: We are republishing this informative conversation between Bill Koenigsberg and Rita Ferro with an added introduction from Sean Cunningham, President and CEO of VAB. The VAB is partner to Beet.TV in this 12-part series. This video was originally published in June. This is one of the segments from the series of selected videos we […]
REWIND: Peacock Will Bring Innovation to Free, Ad-Supported Streaming: NBCU’s Laura Molen
Editor’s Note: We are republishing this informative conversation between Bill Koenigsberg and Laura Molen with an added introduction from Sean Cunningham, President and CEO of VAB. The VAB is partner to Beet.TV in this 12-part series. This video was originally published in June. This is one of the segments from the series of selected videos we […]
‘We’re Rallying to ‘Eventize’ the Super Bowl’: ViacomCBS’s Jo Ann Ross
The Super Bowl is the biggest televised event, giving advertisers a chance to reach a massive audience with “tentpole” campaigns that often set the tone for the entire year. The big game is currently scheduled for Feb. 7, though the coronavirus pandemic has made the outlook for the National Football League’s season more uncertain. ViacomCBS, […]
‘It’s Up to Us to Close the Deal’ on Promoting Equality: BET Networks’ Louis Carr
Editor’s Note: We are republishing this highly candid, informative conversation between Bill Koenigsberg and Louis Carr with an added introduction from Sean Cunningham, President and CEO of VAB. The VAB is partner to Beet.TV in this 12-part series. This is one of three segments from the series we are re-publishing this month. We call this […]
‘We Have Opportunity to Drive Addressability Forward’: Vizio’s Adam Gaynor
Television advertising for years has been the best way to reach mass audiences, and ongoing technological advancements are helping to refine its reach with better targeting. Addressable TV advertising is poised to grow with upgrades to the ad-delivery infrastructure and integration with audience data that will shape the marketplace in the next decade. Adam Gaynor, […]
Connect Digital Ads to TV Viewing: Verizon Media’s Markman
LOS ANGELES – TV audiences have more viewing choices than ever as technology transforms the media landscape, making measurement more challenging for advertisers. Verizon Media is taking steps to help marketers measure their omnichannel marketing efforts, most recently with the rollout of a service that provides more in-depth audience data to connect digital ads with […]
CTV Primed to Reach ‘Persuadable’ Cord Cutters in Extraordinary Election
Political candidates this year face a daunting task in reaching voters as the coronavirus pandemic disrupts traditional publicity efforts like rallies, conventions and stump speeches. Campaigns also must adjust to changing media consumption habits as more households cancel cable and satellite subscriptions, and connect their TVs directly to the Internet. Connected TV (CTV) has the […]