Trusted Local News Is The Next Scale Increment: OMD’s Mirsky

CANNES — At this point in the evolution of media, many major-brand advertisers are looking far beyond local news as a marketing channel. To many, news itself has become a problematic channel, whilst the increased scale offered by national or global distribution has proved more attractive. But some of that could be about to change, […]

 

Advertisers Broke Local News, Can They Fix It? United For News’ Jenen

CANNES — Many observers saw the future destruction coming. Craigslist’s local ads posed a clear threat to classifieds, social networks presented rival sources for community news; all began long ago. Still, local news publishers, when they were in the throes of attempting to build their own digital platform, often found it hard to see that […]

 

Marketers Must Perform Like ‘Conductors’: LEGO Group’s Goldin

CANNES—At LEGO Group, marketing people are the “uber conductors of the symphony” that drives product innovation and business outcomes, according to Global CMO Julia Goldin. This is because the musically inclined Goldin considers conductors to be “not people who just orchestrate and coordinate,” she explains in this interview with Beet.TV at the recent Cannes Lions […]

 

Beyond Metrics, Brands Want Longer, Slower Relationship: Nielsen’s Krepsik

CANNES — They say “When you are holding a hammer, everything looks like a nail.” But some at media measurement company Nielsen don’t necessarily think measurement is the solution to every brand problem. Case in point – the company’s global head of analytics Matt Krepsik thinks brands should actually look beyond merely media measurement, and […]

 

Ad Tech & Content Tech Should Be The Same: IRIS.tv’s

CANNES — In media environments, the historic separation between “church and state” – editorial and commercial – has long served newsrooms well. But what if emerging technology imperatives said that both sides could now benefit more from shared interest? “When you look at the kind of the technologies that underpin this entire industry, you’ve always […]

 

Cause Versus Purpose Marketing With OMD’s Hanson

CANNES—Brands talking about how they have aligned with cause or purpose marketing were hard to ignore at this year’s Cannes Lions International Festival of Creativity. But there’s a difference between the two, and marketers should be prepared to commit a few years to purpose, according to OMD Global Chief Strategy Officer Chrissie Hanson. “Brand purpose […]

 

What Brands Have In Common Is A ‘Human Purpose’: Deloitte’s Hatch

CANNES—A year into the work of the CMO Growth Council, its participants are looking beyond individual brands to embrace the realization that they “touch all of humanity” and human purpose has risen to the fore, says Deloitte Digital CMO Alicia Hatch. The Association of National Advertisers and the Cannes Lions Festival started the CMO Growth […]

 

Brands Like Bose Wants Flexible, All-Platform Ads: Kremser

CANNES — Brands these days aren’t asking for much – just the ability to deliver the right message to the right consumer at the right time, across all media channels, globally and in real-time. If that seems like a tall order, there is still a growing array of publishers and ad-tech vendors seeking to give […]

 

Marketing Needs Adaptive Evolution, Says LEGO Group’s Goldin

CANNES—When Julia Goldin was looking for her first marketing position, she thought it was the greatest job that one could have. “I felt that it was right at the crossroads of arts and science, right at the crossroads of humanity and business. Where did that go? I think that needs to come back,” the Global […]

 

Nissan Streamlines Agency, Internal Infrastructure As It Embraces Connected TV

CANNES—Connected television and its targeted advertising benefits come at a good but very busy time for Nissan Motor Corporation. The company is in the midst of completely re-working its internal and agency infrastructure in the walkup to 70% of its vehicle lineup being “completely refreshed” over the next 18 months. “We have to go to […]

 

‘New Home For Vice News’ Coming Soon: Vice’s Delport

There must be something about the air in Cannes that brings out a certain positivity. Vice Media arrived at the Cannes Lions advertising gathering in June with HBO having cancelled Vice News Tonight and Disney having written off its investment in the company. But, speaking with Beet.TV, the outfit’s international and global chief revenue officer […]

 

Finding The Umbrella For Advanced TV: Omnicom’s Steuer & Nielsen’s Abcarian

CANNES — Smart TVs offer amazing new opportunities to target viewers at the household level – but getting your head around what is still a fragmented and evolving ecosystem is a bit like herding cats. In a sit-down discussion at Cannes Lions, Tracey Scheppach – who encountered that challenge over years spent specialising in smart […]

 

LiveRamp And NCC Agree On The Need For Advanced-TV Interoperability

CANNES—Perhaps the best way to summarize a panel discussion with executives from LiveRamp TV and NCC Media about advanced-TV interoperability is the following quote from NCC CEO Nicolle Pangis: “We’re in the bottom of the first inning of a baseball game that’s going to go into extra innings.” This theoretical game isn’t going to be […]

 

‘We’re Selling Trust And A Relationship’: IBM’s Hammer

CANNES—Having just celebrated its 108th anniversary, IBM is doubling down on core values. “That’s how all businesses future proof themselves is maintain that trust, that transparency, having an ethical stance and delivering that purpose to audiences,” says Chief Content Officer George Hammer. “When you see brands lead their creative with a purpose, I think people […]

 

P&G’s D’Angelo On The ‘Scale’ Of Brand Versus Performance Marketing

CANNES—Marketing has always been about performance, says Procter & Gamble’s Global Media Director, Gerry D’Angelo. So conversations should center not on brand marketing versus performance marketing but about “points on the scale.” In this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity, D’Angelo says he’s had “quite a number of interesting […]

 

French Broadcaster M6 Readies For Addressable Explosion: Younes

CANNES — European broadcasters know they desperately want to enable the delivery of so-called addressable TV advertising, the advertising tactic which allows custom ad swap-outs targeted at individual households or viewers. But two of Europe’s biggest markets actually have limits on the practice: In Germany, strict privacy regulation means broadcasters can’t use personal information to […]

 

Media Need Partnerships To Find Scale: RTL AdConnect’s Bischoff

CANNES – Across Europe, in multiple media industries, what once were competitors are coming together, forming a variety of ad sales cooperatives in a bid to pool inventory they hope can match the vast scale of Google and Facebook. That is stark contrast to the US, where many media houses remain in competition with both […]

 

Machine Learning Speeds Up Action: NCS’ Dupree

CANNES — In the year of its tenth anniversary, and after five years working on the technology, Nielsen Catalina Solutions (NCS) is bolting on machine learning to some of its existing services. NCS is the unit which uses consumer data to help consumer packaged goods (CPG) companies target ads more effectively. Coinciding with Cannes Lions, […]

 

As Roku Pulls Away, Gap Between OTT Viewing & Ads Must Be Closed

CANNES – Over-the-top (OTT) TV viewing is exploding. Now OTT operators need to see their advertising revenue increase at the same pace. In this video interview with Beet.TV, Tariq Mahmoud, Roku head of international sales and strategy, describes a disconnect he expects will be closed in the next few years. ‘There’s this delta right now […]

 

Linear TV Loves Programmatic: Hearts & Science’s Pagliuca

The collection of modern, automated ad trading practices known as “programmatic” may seem to sit squarely with natively digital media and with on-demand video. But, little by little, other platforms are getting lit up with these new tricks, too – even good ‘ol linear TV. “On the linear side, (we) really have been focused on […]

 
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