Hulu’s DeTraglia On Using Probalistic Data To Track Co-TV Viewing

SAN JUAN, Puerto Rico—All the first-party television viewing data in the world won’t parse out co-viewing by individual human beings. In the meantime, Hulu is working with third-party providers like Comscore and Nielsen “to get at who are the people who are most likely to be sitting in the room,” says the OTT pioneer’s Head […]

 
 

Essence’s Gerber Outlines The Practical Realities Of Swift Advertising Change

SAN JUAN, Puerto Rico—Anyone can sympathize with traditional television networks given the transformational challenges they face. But to empathize, one has to have been there, as has Adam Gerber. In this interview, the ABC and agency veteran details the responsibilities for change of each constituency—from media to measurement companies, marketers and agencies—as he assays the […]

 
 

More Front-End Automation Needed For Addressable TV: DISH’s Arrix

SAN JUAN, Puerto Rico—For marketers, addressable television advertising should not be an either-or proposition, according to DISH Media’s Kevin Arrix. It’s all about deciding its appropriate role within the mix of advanced-TV options. In this interview at Beet Retreat 2018, Arrix talks about the partnership between Sling TV and audience measurement provider Comscore and the […]

 
 

LiveRamp’s Goal: Unduplicated Reach Across Broad Spectrum Of Platforms

SAN JUAN, Puerto Rico—Craig Berkley sums up LiveRamp’s role in reducing friction in television and video advertising targeting in one word: identity. “It’s clear that we all have various pain points that we can address or work on. Our mission and role in this whole ecosystem is to provide automated deterministic identity at scale,” says […]

 
 

Nielsen’s Hohman Explains Foundational Currency, Monetization Metrics

SAN JUAN, Puerto Rico—In the complex and confusing world of advanced television and more precise audience targeting, everything starts with a foundation constructed of currency data, according to Nielsen’s Dave Hohman. Atop that foundation can sit a variety of “metrics to monetize,” he explains in this interview at the recent Beet Retreat 2018. The currency […]

 
 

Research Veteran Shimmel On The Difficulty Of Amassing Reach

SAN JUAN, Puerto Rico—If reach is “God’s gift to advertising,” to paraphrase the late media research guru Erwin Ephron, it’s a gift that doesn’t keep on giving, according to Howard Shimmel. “We downplay the importance of being able to plan to optimize reach,” says Shimmel, formerly of Turner Broadcasting. Now the President of consultancy Janus […]

 
 

Interactive Ads Drive Purchase Intent: Innovid’s Eason

SAN JUAN — It recently became the first vendor to gain accreditation from the Media Ratings Council (MRC) for video ad measurement in a connected TV environment. But what if the future of connected TV was one with fewer advertisements? In this video interview with Beet.TV, video ad-tech firm Innovid says it is working with publishers […]

 
 

With Videology Assets, Amobee Eyes The Complete Consumer Funnel

SAN JUAN, Puerto Rico—Having acquired the assets of Videology last summer, Amobee picked up solutions for the sell-side and, as a result, stands to be “the most broad and deep omni-channel platform,” says GM of Business Development, Tony Yi. Singtel’s Amobee now seeks to simplify the delivery of advertising across all channels and screens—including video, […]

 
 

ACR Helping Brands Decipher Their Data For TV: dataxu’s Baker

SAN JUAN, Puerto Rico—There’s lots of industry talk about data being the “connective tissue” that can unify advertising buys across various channels. But while many hurdles currently prevent brands and agencies from normalizing the execution of buys across linear and advanced television, data is already playing a key role, according to dataxu CEO Mike Baker. […]

 
 

When Weighing Addressable TV, Think Value Not Complexity: Cadent’s Bologna

SAN JUAN, Puerto Rico—The advanced television train has left the station. And while the addressable TV car lacks certain systemic, logistical and executional amenities, testing addressable makes sense for at least half of all advertisers, says Mike Bologna, President, one2one media, Cadent. “What I think that we should focus on more is the value proposition […]

 
 

Measurement Needs To Catch Up With Transactions: Disney’s Nelson

SAN JUAN, Puerto Rico—As the industry learns to transact in new and hopefully more uniform ways, Disney is building targeting segments that will ultimately represent the totality of its audiences. It’s a process over which Disney has far more control than, say, reconciling disparities in current digital measurement options. To make audience targeting more mainstream […]

 
 

A Tasty Finale: Puerto Rico’s Top Chef Cooks for the Beet Retreat Gala Dinner and Fundraiser

SAN JUAN, Puerto Rico – Puerto Rico’s most celebrated chef, James Beard Award honoree Jose Enrique,  cooked for the closing gala dinner and fundraiser at the Beet Retreat last Thursday evening at the 400-year-old Spanish fort, Castillo San Cristobal. The chef, who owns his namesake restaurants in San Juan and at the St. Regis resort […]

 
 

Beet Retreat Takeaway: Let’s Move On: It’s Not “Us” (TV biz) vs. “Them” (FANG) Anymore, Ashley Swartz

SAN JUAN, Puerto Rico—Beet Retreat 2018 brought together the entirety of the advertising industry value chain to help define the semantics surrounding advanced television and provide a clearer picture of measurable business outcomes. What follows is the five-minute synopsis of Ashley J. Swartz, who serves as “dean” of the annual event as well as CEO […]

 
 

Agencies Need To Skill-Up ‘Lightning Rod’ Staff: Dentsu Aegis’ Law

SAN JUAN — By now, we are familiar with the idea that software engineers in Silicon Valley can pretty much name their own salary. But it’s not just in technology that certain key staff are in-demand. In this video interview with Beet.TV, an ad agency boss says that all sides of the marketing industry are […]

 
 

Addressable TV Evolution Takes Education & Iteration: DISH’s D’Antoni

SAN JUAN — The day is dawning when advertisers will be able to reach individual TV viewers using a mixture of data, connected devices and customized creative. Already, around 70 million US homes are reckoned to have this kind of “addressable” capability. But getting this won’t happen overnight. In this video interview with Beet.TV, DISH Media […]

 
 

Data Keeps Marketers Up At Night: NCC Media’s Kent

SAN JUAN — If you are a national cable TV network these days, how do you go about crafting an ad sales pitch to big-brand clients? For Davina Kent, it is increasingly about data. Kent is the Comcast VP of advanced TV sales who, earlier this year, came on board at NCC Media – the […]

 
 

Mobile Has Driven TV Identity Matching: 4INFO CEO Jenkins

SAN JUAN — Across the media business, the emergence of new TV platforms and new legal limits on ad targeting have sent people scrambling toward a single goal – creating people-based profiles that describe individual consumers in their entirety, not just the life they represent on individual devices. But, whilst adding consumers’ TV, video and […]

 
 

How Connective Tissue Eliminates TV Ad Duplication: DataXu’s Catanzaro

SAN JUAN — As marketers embrace advertising across the growing plethora of devices, their campaign naturally spreads to new devices. As that happens, they risk exposing the same person to the same ad on different channels. But, on the flip side of “reach”, technology can also help control the “frequency” with which an ad is shown, […]

 
 

Low Digital Ad Engagement Rates Show The Complexity Of Change: Forrester’s O’Connell

SAN JUAN, Puerto Rico—Consumer reported engagement rates across different advertising media show that “the digital channels are kind of in the toilet,” says Forrester’s Joanna O’Connell. Changing that will be a bit more complicated than just figuring out what constitutes premium ad environments, where engagement tends to be higher. The VP and Principal Analyst says […]

 
 

Data Is ‘A Massive Asset For Us Now’: Turner’s Redniss

SAN JUAN, Puerto Rico—With the Turner Data Cloud becoming the central depository for a multitude of consumer touch points, creating dynamic content experiences is on the horizon. But first comes standardization across a plethora of apps and websites, according to Jesse Redniss. “As a fan experience company, it’s really coming to its own now the […]

 
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