Steve Ellwanger

CANNES – Letting television viewers choose a reduced advertising load is overwhelmingly positive for Fox Networks, which offers a “choice card” whose most popular offering is an interactive, immersive ad instead of multiple ads. According to Joe Marchese, President of Advanced Advertising Products at Fox Networks Group, “over 80 percent of people will choose to […]

TiVo Research might well be considered the Switzerland of TV viewing intelligence, offering a neutral view of linear viewing. “We don’t have a horse in the game so to speak,” says Mark Risis, Head of Strategy & Business Development, in an interview with Beet.TV. “We do not skew our results to favor our own media […]

CANNES – While reducing advertising load to capture and keep consumer eyeballs is a reality, marketers shouldn’t expect the price of television inventory to go anywhere but up. This is why the TV industry must invest in additional measures of advertising effectiveness, according to MediaLink’s Matt Spiegel. At the end of the day, marketers need exposure to consumers […]

Founded by two former Capital One executives, Cardlytics knows what’s in your wallet—actually, your online banking transactions. Not quite 10 years old, Cardlytics has progressed from facilitating brand interaction with online banking customers to the world of television advertising. Among other things, it now works with companies like TiVo and with multichannel video program distributors […]

Finding the right amount of advertising to carry in television and digital video content so as to fend off the likes of Netflix is something that “the industry needs to fix, and we need to fix it quickly,” says Turner Broadcasting’s Chief Research Officer, Howard Shimmel. “What we need to do as an industry with […]

Generally speaking, paid media is more expensive and not producing the audiences and outcomes that it used to, according to the head of IPG Mediabrands. So one of the ways that media agencies must become more dynamic organizations is by helping clients connect paid media with the bigger ecosystem of channels and consumer touch points. […]

It may seem a bit unusual to hear a chief creative officer extol the virtues of paid search, but for Andreas Dahlqvist at Grey New York it’s “almost under-leveraged” for the purposes of promoting film content. The agency leveraged this knowledge—and that of male search behavior—to inform its well-received Gillette commercial about reconnecting dads and […]

If you want more precise television audience targeting, why stop at just addressable households, with their limited scale? With more than 1.5 trillion monthly consumer location data points, NinthDecimal says it can bring richer audience targeting not only to addressable but also to linear and programmatic TV. “The value proposition is we’re helping anybody that […]

As he prepares to kick off the new Entertainment track at the Cannes Lions festival, MediaLink Chairman and CEO Michael Kassan sees the Cannes Festival reaching “a tipping point in a very good way.” The head of the strategic advisory and business development firm is “excited and honored” to be conducting an interview with Leslie […]

Bringing programmatic digital advertising in-house “just in time” embedded the discipline in Publicis Media’s client teams and provided a test bed for better understanding how to reach audiences with addressable television ads. When the agency first began doing programmatic, it used its agency trading desk and third-party managed services, according to Helen Lin, President of […]

Agencies need to take the lead on data-driven solutions for more targeted television advertising as they seek ways to holistically plan and evaluate programmatic buys for their clients, according to the head of GroupM’s advanced TV unit. MODI Media Managing Director Jamie Power cuts to the chase on any confusion about the term “programmatic” as […]

Cross-screen viewing of television and video content, which were dominant themes during recent Upfront and Newfront media company presentations, drive home the need for a variety of data sources. “The key message,” says Magna Global North America President David Cohen, “is we are in a world where a single-source provider simply is not sufficient based […]

When popular network television programs lose credit for well over one million viewers because time-shifting isn’t fully measured, calling cross-platform video consumption disruptive “is not even doing it justice,” says the head of research and media development at NBCUniversal. In an interview with Beet.TV, Alan Wurtzel reveals the extent to which consumer viewing choices have […]

It its ongoing counteroffensive against digital video companies raiding television advertising budgets, companies like Turner Broadcasting keep adding data and analytics armaments for more precise audience targeting. Then there studies the media giant has done with companies like TiVo Research documenting “massive” declines in return on investment for brands that cut their TV budgets. “The […]

Sometimes, being early to a particular party isn’t a good thing. In the case of TiVo, inventor of the digital video recorder, it’s always had lots of second-by-second data about television viewing—today’s Holy Grail—but most of it was “bad news” about program skipping and fast-forwarding, says TiVo executive Tara Maitra. “We knew we had something […]

Per Nielsen, Hispanic households are almost 20% more likely than others to subscribe to satellite television. Now DISH is “lighting up” eight Latino TV networks with addressable advertising that targets specific households with Spanish-language commercials. “It’s not just about brands finding Latino audiences,” Adam Gaynor, Vice President of DISH Media Sales, says in an interview […]

Saying that Turner Broadcasting is “quite bullish” on addressable television advertising, Chief Research Officer Howard Shimmel cites the potential for better audience targeting and reducing commercial loads. “One of the key things about the future is consumers don’t dislike advertising,” Shimmel says in an interview with Beet.TV. “What they dislike is bad ads, seeing too […]

This year’s Cannes Lions International gathering poses a unique juxtaposition, says Magna Global’s David Cohen. Traditional media companies will be showing how they can compete with the latest hot digital offerings and the latter group will be trying to learn something from the legacy media folks. “There are traditional companies that are thinking about their […]

Flush with $50 million in Series C funding, Moat has taken on the lofty goal of creating an accepted currency for digital advertising because it believes the industry is stuck on measuring viewer impressions. To Jonah Goodhart, co-founder and CEO of the Web media analytics company best known for tracking viewability of digital ads, “human” […]

If your allergies are acting up, you just might see a television ad for the appropriate remedy, courtesy of Modi Media. Having moved well beyond the testing stage of addressable TV, Modi is embracing emerging datasets that TV providers have integrated with ever more granular third-party insights in the financial services and pharmaceuticals categories, among […]