Focus On TV Ad Experiences: Cannes Panel With Forrester, Hulu, Twitter, BrightLine

CANNES – Creating better television ad experiences for viewers seems to be a never-ending conversation for agencies, brands and publishers. But judging from a panel at the Cannes International Festival of Creativity, ad relevance and personalization is expected to vary widely by platform and provider for the foreseeable future. Reasons for the variations include corporate […]

 
 

How Can Brands Balance Omni-Channel & Creative: Cannes Panel w/ Adobe, Forrester, IBM and Essence

CANNES — Many in the ad industry are pointing the finger inward, blaming the sector for alienating audiences through the over- and extreme use of targeting technology. That kind of consensus is forming, with executives promising to rebalance the audience relationship through better messaging. Still, even as the industry looks to correct itself, it is […]

 
 

Sky & Finecast Foresee Strong Addressable Growth

CANNES — Together, they have partnered to raise the bar for addressable TV advertising, the new practice through which ad buyers can target viewers down to the household level. So, what do Sky and Finecast think is the future for addressable? Sky is the UK’s leading pay-TV provider, whose AdSmart was one of the world’s […]

 
 

Marketing2020 Findings: Marketers Need ‘Business Owner’ Mindset

CANNES – Marketing departments need to think more like business owners as opposed to captains or coaches if they want their businesses to grow. That’s one of the early findings in the latest iteration of Marketing2020, which is led by Kantar Vermeer and the Association of National Advertisers (ANA), among others. Kantar has been collaborating […]

 
 

Beyond The U.S., Nielsen’s Data Reach Extends To 54 Markets

CANNES – Even as the U.S. advertising and media industry seeks to move beyond legacy television viewing metrics from Nielsen, the company is embedding itself in data decisioning abroad. Australia and Hong Kong are two illustrative examples of its activity in 54 markets, as explained by Toni Petra, EVP of Nielsen Watch. Nielsen is about […]

 
 

Challenges And Opportunities Of New Ad Formats: A FreeWheel Panel At Cannes

CANNES – Innovative video advertising formats are on the upswing, creating the potential for “new-ad format fatigue” and the measurement challenges that accompany them. But if you can get marketer procurement people on board with the concept, that upswing could broaden considerably. These are among the takeaways from a panel discussion at the 2018 Cannes […]

 
 

Viacom’s Gordon Promises Panel A New Phase Of OpenAP

It is now over a year since some US TV networks came together to strive for commonality in how they tap the opportunity of advanced TV ad targeting. Now, it seems, they want to kick it up in to the next gear. Last year, Fox, Turner and Viacom teamed to co-found OpenAP, a new consortium to […]

 
 

Fox’s Marchese To TV Networks: ‘Be Prepared To Work In Chaos’

CANNES – Just because Joe Marchese is probably the most outspoken advocate for reducing video advertising load and giving consumers more choices doesn’t mean he’s naïve about the challenges involved. Give him 20 minutes to explain those hurdles and lunar landings can seem simpler to achieve. Such was the case at the 2018 Cannes Lions […]

 
 

CAA’s Kendra Bracken-Ferguson on Making Diversity Happen on a One-to-One Level

CANNES – A social media pioneer, who was the first digital director at Ralph Lauren and now heads digital at global powerhouse CAA-Global Brands Management Group, Kendra Bracken-Ferguson says that diversity needs to start with personal outreach and mentoring. CAA-GBG’s clients include companies as Coca-Cola, Hershey’s and Cheesecake Factory, as well as artists Jennifer Lopez, […]

 
 

Nielsen DMP Is ‘Connective Tissue’ In Addressable Link With Sony Crackle

CANNES – When most people consider a data-management platform (DMP), they see data and technology. Damian Garbaccio of Nielsen, which Sony Crackle recently chose to power its addressable advertising capabilities, sees “connective tissue” between data and measurement assets. Garbaccio, EVP, Advertiser Direct & Marketing Cloud, is working with Sony Crackle and much of its connected […]

 
 

Accountability Is Knowing Who Consumers Really Are: IRI’s Mehta

CANNES – IRI has almost 400 million reasons why television should no longer be planned and bought based on traditional age/gender metrics and related proxies. That’s the number of consumer loyalty cards the company can access to discern what virtually every U.S. household purchases offline. But until recently, data from those cards has taken a […]

 
 

Nissan’s Witherspoon Drives Cannes FreeWheel Discussion On Television’s Future

CANNES – How does a huge marketer like Nissan convince its procurement people to explore new, non-traditional ways of reaching audiences and measuring those efforts? “We have this kind of internal joke that right now we have more pilots than American Airlines,” is how Allyson Witherspoon, Nissan’s GM for Global Brand Engagement, explained it. At […]

 
 

SpotX’s Buckley On The Global OTT TV Race

CANNES — Over-the-top TV adoption may be exploding – but that explosion is louder in some corners of the world than others. In this video interview with Beet.TV, the chief revenue officer of ad-tech firm SpotX explains that his company has seen a swing for its revenue mix toward OTT – but that is not […]

 
 

Can TV Be A Platform? A Cannes Panel Discusses

It’s no coincidence that TV companies are facing a challenge to retain ad spend migrating to digital ecosystems run by the big native behemoths. Several initiatives and companies are now trying to tackle that problem. But what will it really take for TV to become a “platform”? In this panel discussion moderating by MediaLink’s Matt […]

 
 

Blockchain Can Shine A Light On Ad Supply Chain: IBM’s Andrews

A blockchain is a public, distributed, anonymised ledger of transactions that is supremely trackable and traceable. It is the technology that underpins digital currencies like Bitcoin – but, in theory, those “transactions” don’t have to be monetary. Over the last year, businesses of all kinds have explored the potential it offers to record every action and modification […]

 
 

Blockchain ‘Will Improve Quality Of Agency Life’: Cannes Panel

CANNES — A lot of industry insiders are talking these days about how the traditional ad agency is dying. That may or may not be true, depending on your persuasion. But a 2018 intervention by new blockchain technology could at least improve the quality of agencies’ lives in the foreseeable future. That was the hope […]

 
 

Havas’ Ankeney: It’s All About Meaningful Data

CANNES – Whether it’s marketers catching up, getting head or trying to leapfrog others, the need for transformation is the theme that drives everything, to Shane Ankeney, President, Havas Media Group North America. “They are looking to us as change agents, as transformation stewards, to help them do that because they realize that it’s very […]

 
 

Diversity Means Bringing ‘Voices’ to the Creative Process

CANNES – A big topic at Cannes was the imperative for the industry to become more racially diverse as a business priority.  One essential step is to get more people of color into the creative process, says Steven Wolfe Pereria, CMO of Quantcast. In America, marketing is now fully multicultural, and the industry has to […]

 
 

Fox’s Marchese On TV Future: Upfront Will Endure As ‘Dumb’ CPM Evolves

CANNES—Television ratings have been a consistent metric for several decades, despite their limitations. Now that new TV ad formats are emerging, “There’s just no consistency,” according to Joe Marchese. That doesn’t seem about to change anytime soon judging from a one-on-one interview with Marchese, who is President of Advertising Revenue at Fox Networks Group, and […]

 
 

Matt Prohaska Tracks OpenAP Uptake, Impact Of GDPR In EU

CANNES – With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite “a lot of energy and excitement” about the audience targeting consortium, he thinks it’s still ramping up during this year’s Upfront. “What we’re hearing from […]

 
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