Turner Ignite’s Riess On The Advantages Of Audience Data Plus Speed

The union of AT&T and WarnerMedia comes at a time when digital and television advertising formats are constantly changing. “It’s kind of unlimited at this point. Linear TV formats are changing quite rapidly,” says Turner Ignite EVP Dan Riess. As it happens, speed also is one of the key attributes that WarnerMedia is touting to […]

 
 

605 Doubles National TV Audience Footprint With Inscape Licensing Deal

Television measurement and analytics provider 605 is doubling its national footprint in a licensing deal with Inscape that augments and compliments MVPD data with smart-TV viewing insights. “The bigger the better in terms of data,” says 605 President & Co-Founder Ben Tatta. With the addition of Inscape data, 605 can measure more than 20 million […]

 
 

Tru Optik Adds Kosinski And Bokor, Integrates With Oracle Data Cloud

As Tru Optik enhances its OTT Household Graph with audience data from the Oracle Data Cloud, it’s expanded its management ranks with the additions of Richard Kosinski as EVP of Sales and Jonathan Bokor in the role of Chief Privacy and Business Affairs Officer. Kosinksi’s digital background spans such media companies as Forbes, Yahoo!, Westwood […]

 
 

ANA’s Liodice: In-House Agencies Are A Function of Growth

ORLANDO—Although the practice of marketers taking certain functions in-house as opposed to paying external agencies has been gaining traction in recent years, it’s a trend that has flown under the radar. Including at the Association of National Advertisers, which just concluded its first-ever event devoted exclusively to in-house agencies. “The in-house agency phenomenon is something […]

 
 

‘Fortune Favors The Bold’ Is Trunk Club’s Approach To Advertising: Senior Director Boyle

ORLANDO—Being bold and edgy in your approach to advertising is the Trunk Club way. Those traits are a reflectiong of the male-oriented retailer’s in-house agency, which is “the driver of creative for our band. We do not work with any external agencies right now. So we’re it,” says Maureen Boyle, Senior Director, Creative Services & […]

 
 

New Balance’s Ruhl Describes The Hybrid Approach To Advertising Resources

ORLANDO—The term “hybrid” doesn’t just apply to certain types of athletic shoes sold by New Balance. It’s also the international marketer’s approach to balancing an in-house agency and its global strategic agency of record, VMLY&R. “I see the hybrid model as being a great way forward for New Balance. We’re a business with a load […]

 
 

Being ‘Virtual’ In-House Means Recruiting For Talent, Not Location: PwC’s Teuber

ORLANDO—Working remotely isn’t for everyone, but it’s working out pretty well for 150-year-old PwC’s in-house agency. “My agency is a virtual agency, meaning we all don’t report into one headquarters operation and work together,” says Managing Director and Creative Leader Jack Teuber. “Rather, people are working sort of where they are,” Teuber adds. “We recruit […]

 
 

Comcast Spotlight Enhances Local TV Attribution Via Website Tagging

Comcast Spotlight is bringing more bottom-funnel advertising attribution to local television by showing advertisers how many incremental website visits their campaigns generate. “Attribution measured at the local level is a challenge for anybody because your sample sizes get terrible when you’re trying to do measurement at the local level,” says VP of Data Strategy Justin […]

 
 

VAB Projects $2.1 Billion In 2019 Addressable TV Spend: ‘It’s Mature’ Says CEO Cunningham

Household-addressable television advertising spending will rise from $2.1 billion in 2019 to more than $3.3 billion by the end of 2020, according to a new guide for marketers released today by the Video Advertising Bureau. That represents a 343% spending increase from 2016, according to the VAB. “I’d say it’s mature. It’s arrived. We did […]

 
 

Technology To Deliver Creative Assets Should Be Invisible To Viewers: Extreme Reach’s McLaughlin

ORLANDO—Few companies want their services to be invisible to users, but when the mission is to ensure video ads play perfectly on every screen or device, viewers of those ads shouldn’t pause to wonder what’s happening behind the scenes. That’s the goal at Extreme Reach, whose AdBridge platform is used to manage and deploy creative […]

 
 

FreeWheel’s Priorities: Educate Buyers, More Demand For Publishers: GM Dave Clark

Amid the growing complexity of advanced television, FreeWheel’s clients have two elemental desires. One is for FreeWheel to explain to buyers in the U.S. and Europe what’s available and what’s possible, the other is accessing more demand from advertisers. “You sit across all of it and see it all and are close to the technology […]

 
 

Some But Not All Media Activity Will Follow Creative In-House: ANA’s Duggan

ORLANDO—It started with “low-hanging fruit” like collateral and point-of-sale materials and package design then progressed to social media. Now more marketers are expected to bring some of their media activity in-house—one reason being to protect their first-party data, according to Bill Duggan of the Association of National Advertisers. “Currently, there’s much more creative done in […]

 
 

Marketers Should Seek ‘The Right Model’ When Deciding What To Do In-House: 4A’s Kaplowitz

ORLANDO—Before digital media and all of its complexity came along, advertising agencies were basically ensured of an end-to-end relationship with their clients. Now there’s so much more work to be done, it’s not surprising that more marketers are taking certain functions in-house, according to 4A’s President & CEO Marla Kaplowitz. “It’s been around for a […]

 
 

Cross-Screen Identity Rests On Cooperation, Not Technology: Comscore, NCC Media, Nielsen

A big conundrum in cross-screen audience targeting is the need for cooperation across a multitude of potential partners even as the number of partners continues to multiply. And technology itself isn’t the white knight it was once thought of, judging from a panel discussion at the recent Beet.TV leadership forum. The panel titled Making Identity […]

 
 

Co-Founder And Chief Technology Officer Yu On FreeWheel’s Widening Focus, Importance Of Gender Diversity

Having to innovate and “re-innovate” is nothing new at FreeWheel, which Diane Yu helped to create in 2007 after leaving Google/DoubleClick. But even the CTO herself is rather amazed at the company’s evolution to a platform serving both buyers and sellers. “Thinking back 12 years ago, I wouldn’t imagine that we’re doing the FreeWheel NOWFRONT,” […]

 
 

Electronic Arts’ Smith Charts The In-House Media Agency Journey

ORLANDO—Video game giant Electronic Arts didn’t decide overnight to buy media in-house across more than 40 countries. Building an in-house capability can start with baby steps, dipping your toe into the waters and, along the way, nurturing your talent so as to avoid “tissue rejection,” says EA Global Head of Media Belinda Smith. After buying […]

 
 

In-House Agencies No Longer A Destination For Out-To-Pasture Creatives: Verizon’s Chase

ORLANDO—Not that long ago, in-house agencies were where “old creatives went to die because they were done with the advertising industry. That has definitely shifted,” says the VP and COO of 140, Verizon’s in-house agency. Now, because in-house talent at companies like Verizon are in close in proximity to corporate leadership, among other factors, “that […]

 
 

Horizon’s McElhinney Explains The Need For Deterministic ID’s

Amid the push for more performance-based advertising campaign outcomes from deterministic consumer identities, Horizon Media is building its own identity solution. “With the help of our partners, we can now attach that ID to build the deterministic ID. That’s going to allow us to advertise more one to one and get more toward people based […]

 
 

Marketers Should Not Expect One Central Identity Graph: Comscore, NCC Media, Nielsen

Marketers that are seeking to better understand consumers’ identities need to start by earning consumer trust and then build platforms that are “privacy by design” were two main takeaways from a panel at the recent Beet.TV leadership forum. It seems likely there won’t be one central identity graph for each person judging from comments by […]

 
 

FreeWheel’s NOWFRONT: New Media Sales Division Means Added Demand For Publisher Inventory

One of the main purposes of FreeWheel’s recent NOWFRONT event was to formally announce FreeWheel Media, its new media sales division. The “now” is a reference to educating the market on “what you can do today” in the advanced-television space,” says FreeWheel Markets GM Neil Smith. While FreeWheel has long built and maintained a technology […]

 
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