Steve Ellwanger

HOLLYWOOD, Florida – It’s been said that the most valuable real estate is all about location. It’s no different with video advertising, but consumption habits are changing so fast that they are hard to measure. Enter the Moat Video Score, a new impression-level metric for measuring digital video exposures that focuses on length of creative, […]

HOLLYWOOD, Florida – The year 2017 will see WPP’s Xaxis increasingly focus on performance outcomes for its clients’ video ad campaigns. “Every campaign that we will run will have a KPI that is considered very important to the advertiser that we will achieve,” says David J. Moore, who is President of WPP Digital and Chairman […]

HOLLYWOOD, Florida – Streaming television pioneer Roku foresees ad loads decreasing and, as a result, the value of ads has to increase. “From an ad strategy perspective, we feel strongly that an empowered consumer needs a more relevant and better ad experience than they’ve had historically in TV,” says VP of Advertising & Audience Development […]

HOLLYWOOD, Florida – Having recently released its first software development kit for monitoring in-app ads, the IAB Tech Lab is busily prepping the latest overhaul of open real-time bidding protocols. “I’m really excited about it,” says the IAB’s Alanna Gombert. The Lab’s first SDK is a takeover of an initiative originally conceived and developed by […]

HOLLYWOOD, Florida – Has the pendulum begun to swing from advertising and media’s preoccupation with digital viewability to audience quality? It’s a trend that comScore executive Aaron Fetters is seeing on the buy side—along with a keen desire to clean up “a mess” of an ecosystem. “We finally seem to be going a little bit […]

HOLLYWOOD, Florida – Anyone over the age of 60 probably hasn’t heard of Cheddar TV. Which is entirely the point, according to its Founder & CEO, former BuzzFeed executive Jon Steinberg, whose plans include activation within two more popular TV bundles in the coming months. “I saw nobody recreating the MSNBC, CNN, CNBC for people under […]

HOLLYWOOD, Florida – While programmatic media buying continues to grow rapidly, publishers need to remain flexible with their infrastructure. It’s all about helping advertisers reach the audiences they want, says the SVP and Global Head of Programmatic for News Corp., Chris Guenther. “It’s just a means of servicing our clients,” Guenther says of programmatic in […]

HOLLYWOOD, Florida – Less than a month after announcing it would publish a daily collection of news stories in Facebook Instant Articles, The Washington Post says the move has been “a win financially,” a positive sign in an era of strained relations between traditional publishers and digital giants. Last summer, the Post was among the first […]

HOLLYWOOD, Florida – On the heels of his company’s expanded partnership with AppNexus, Index Exchange President & CEO Andrew Casale reflects on the benefits of focusing exclusively on supply side clients, becoming “an infrastructure” company and fostering adtech partnerships. Until three years ago, Index Exchange was known as Casale Media, an early proponent of programmatic […]

Having made major advertising commitments to YouTube before last year’s Upfront television negotiating season, IPG’s Magna has a new partnership with Roku that gives its clients advanced audience targeting capabilities and “one-stop shopping” for premium inventory. In an interview with Beet.TV, Amanda Medeiros Kigel, Magna’s VP of Partner Innovation, says the exclusive arrangement provides advanced targeting […]

LAS VEGAS – If multichannel video programming distributors won’t share their set-top box data, how do media buyers and sellers expand the practice of audience buying? Not quickly. This is the main takeaway from a Beet.TV panel discussion at CES 2017 focusing on advanced television targeting. Held at held the OMD Oasis at The Venetian, […]

LAS VEGAS – Everyone agrees that data can help to inform better video advertising targeting. The question is how best to do it. The narrow range of options was the focus of a Beet.TV panel discussion at CES 2017 conducted at the OMD Oasis at The Venetian. It brought together representatives of 605, NBCUniversal, Omnicom […]

LAS VEGAS – In the early 1990’s, advertising agencies began to unbundle their media departments into separate operating units. Now television networks are unbundling their audiences to meet advertisers’ increasing desire for better ad targeting. “Cable programmers have always gone narrow in the sense that their individual networks tended to be much more niche content […]

LAS VEGAS – True one-to-one advertising targeting on digital and linear television is being held back by too many competing standards, says the President of VM1, the dedicated Verizon agency within Zenith. “The interoperability of all these different systems and platforms and devices just don’t play nicely together today. But over time it’s definitely where […]

Having just announced the launch of in-house sports marketing agency Turner Ignite Sports, the Turner Ignite unit has taken another step well beyond its traditional linear television clientele in content creation and distribution. And it’s not only the biggest advertisers that have come to embrace content creation and are seeking distribution beyond their own means, […]

LAS VEGAS – Even if there’s no disruption at CES there’s always good reasons for media agencies and their clients to meet “on nice, neutral ground,” says OMD Worldwide CEO Mainardo de Nardis. This year is no exception. “It’s all about innovation, even in years like this when there hasn’t been something terribly disruptive to […]

LAS VEGAS – To genuinely personalize today’s customer experience, marketers and agencies need to take a step back from the oceans of data at their fingertips. They should revisit the past and reacquaint themselves with some marketing basics, according to Adobe Video Solution’s Campbell Foster. “Too often, marketers forget about marketing 101,” the company’s Director […]

LAS VEGAS – Fewer but more impactful and relevant ads per commercial break aren’t going to happen overnight. But it’s the beginning of a road the industry must start to travel so as not to lose both current and future viewers of linear television. This was the consensus of media sellers and audience targeting specialists […]

LAS VEGAS – Although the Dolan family sold Cablevision Systems last summer, they have continued to stay close to the industry and are building on their experience in the new venture they’ve named 605. Television programmers and cable operators will be among the first to benefit from 605 CEO Kristin Dolan’s longtime involvement with addressable linear […]

LAS VEGAS – Until addressable television advertising achieves greater national scale with less system-by-system logistics, what excites Omnicom Media Group’s Chris Geraci is the potential versioning of commercials. It would involve having versions of creative within a national commercial unit to appeal to different households. “We’re just beginning to experiment with one company that’s involved […]