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 […]

 
 

Omni-Channel Still Isn’t Omni-Present: Essence’s Harrison

CANNES — Several years after the term was first coined, “omni-channel marketing” – the process through which brands reach customers in a unified fashion despite that being through multiple devices or places – is still far from ubiquitous In this video interview with Beet.TV, Essence president Jason Harrison says the roll-out of the omni-channel approach is […]

 
 

Wavemaker’s Smith On ‘The New Five Ps Of Marketing’

CANNES — The construct of “The Four Ps of Marketing” has been in circulation for some decades now. But old needs a reboot. In this video interview with Beet.TV, Wavemaker global chief client officer Aaron Smith redefines the “Ps” for a new era. “The old ways of building relevance no longer work,” he says. “To really […]

 
 

Accountability Has Never Been Harder: Wavemaker’s Sullivan-Martin

CANNES — Brands and agencies have more data thane ver before – so why is it getting more difficult to prove the real outcomes of marketing? In this video interview with Beet.TV, Wavemaker global head of strategy Stuart Sullivan-Martin says proving value is getting harder, not easier, as two imperatives of marketers come together in […]

 
 

Nielsen’s O’Grady Sees ‘Collective Responsibility’ For Transparency

CANNES – Within the current digital media ecosystem, it’s too easy to “mask over the blemishes of core data.” It’s this aspect of transparency in particular that marketers should be questioning, according to Matt O’Grady, CEO Nielsen Catalina Solutions. “Transparency is unquestionably the table stakes at this point,” O’Grady says in this interview with Beet.TV […]

 
 

Pritchard Lays Down the Marker on Diversity: FB’s Bowles on the Impact

When the marketing chief of the world’s biggest advertiser gives a clear directive, the industry listens and conversations begin. At Cannes Lions, P&G’s Marc Pritchard, who has spearheaded several high impact initiatives, implored the media and advertising industries to embrace racial diversity. He stressed diversity as both the right thing to do, and as a […]

 
 

Cannes Panel Unites OMD, Wavemaker, Nissan, true[X] Execs On Consumer Centricity

CANNES – People in advertising and media disagree about many things, but a more consumer-centric approach to both video content and advertising is a big exception. This was more than evident during a panel discussion at the 2018 Cannes Lions International Festival of Creativity as part of the FreeWheel Forum on the Future of Television. […]

 
 

Audience Panels Correct Big Data Errors: Nielsen’s Hohman

CANNES — Media measuring has come a long way since the days of audiences filling in a weekly diary of their TV consumption, or strapping a funny box to their media device. Now measuring media consumption is just as likely to be about taking actual raw data from publishers and networks. But that doesn’t mean […]

 
 

Wunderman’s Schlickum Has Three Tips For Asian Marketing Transformation

CANNES — Asia is big, but the scale of its digital transformation right now is bigger. In fact, businesses there are pushing to make their operations digital at such a clip that the process risks breaking down. That is according to one digital ad agency boss who says there is a need for marketers to […]

 
 

Sky Helps Brands ‘Optimize On The Fly’ – Jamie West explains

CANNES — Whoever ultimately ends up owning UK TV and telco operator Sky, following the current acquisition scrap, won’t just be getting the country’s leading pay-TV company – it will also be gaining one of the world’s earliest addressable TV pioneers. Sky launched AdSmart back in 2014, using its own customer data to analyze viewers on […]

 
 

Having Built Horizon On Integration, Koenigsberg Wants Even More

CANNES – It’s a particularly complicated and challenging time for agencies and their marketer clients. This is why Horizon Media’s Bill Koenigsberg tries to keep things simple. Clients want transparency, speed to market, integration “and they want you dealing with business outcomes,” the President, CEO & Founder of Horizon says in this interview at the […]

 
 

FreeWheel Advertisers Seeks To Remedy ‘Labor And Intricacies’ Of Cross-Screen Buys

CANNES – If the powers that be at FreeWheel Advertisers could snap their fingers and make it happen, buying video across platforms would be as simple as buying a spot on traditional television has been for decades. Until then, their vehicle for achieving this goal is the company formerly known as Strata—now FreeWheel Advertisers. “It’s […]

 
 

Brands Conflicted As Omni-Channel Beasts: IBM’s Bitterman

CANNES — The gleaming, shimmering advertising future is one in which brands and buyers know which devices their target consumers are using and can plan to buy just the right amount of inventory across each to make a campaign tick. But, despite years of talk about “omni-channel” marketing, the truth is – for many – […]

 
 

Finecast’s Astley Aims To Embed Addressable At Agencies And Overseas

CANNES — The addressable TV company GroupM established to tackle the challenge of cross-screen audience targeting and standardized measurement is still planning to expand beyond is initial UK launch market later in 2018. Last year, the agency launched Finecast, spanning multiple TV channels, pay-TV platforms, set-top boxes, video-on-demand services, over-the-top providers and game consoles. Finecast offers advertisers […]

 
 

For P&G Diversity is “Good for Business”

CANNES – While diversity is a societal priority, it is essential for business growth, explains Teneshia Jackson Warner, founder & CEO of the urban market consulting shop Egami. Her firm created The Talk for P&G, a series of video ads of conversations on race between African-American parents and their young children. Warner was a participant […]

 
 

ANA Pursues Global Support For CMO Masters Circle Initiative At Cannes

CANNES – The Association of National Advertisers made its first trip to the Cannes Lions International Festival of Creativity this month with a mission: to induce global CMO’s to embrace and participate in its CMO Masters Circle pro-growth initiative. As Masters Circle was being established in the U.S., the ANA “started to recognize fundamental flaws […]

 
 

New Blockchain Ad Consortium Debates An End To Ad ‘Inertia’

CANNES — Worries from ad buyers and sellers over how portions of their money get siphoned off by ad-tech platforms have prompted an “inertia” in which players have become reticent to try new tools. But a panel of industry executives convened by Beet.TV debated how blockchain technology could usher in a new era of transparency […]

 
 

Adobe’s Eadie On The Reunification Of Media & Creative Agencies

After transparency, back-handers and disintermediation by platforms, media agencies are also facing a competitive challenge from interest shown by big consulting firms. Is this the nail in the coffin for the traditional ad agency? Not necessarily, but their role may well evolve in the next few years. That is the view from one exec whose […]

 
 

GroupM’s Montgomery: Ads In Brand-Safe Environments Work Better

CANNES – Over the next couple of years, ensuring digital brand safety for marketers will become table stakes for publishers. In the meantime, GroupM is shifting the conversation with its clients to how ads perform better in truly brand-safe environments. “I think we’re moving into a stage where brand safety will become a commodity. Within […]

 
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