Sky’s The Limit For Comcast’s Advanced TV At Scale: Jamie West & Denise Colella

CANNES — When Comcast acquired European satellite TV provider Sky last year, it didn’t just get a leading continental telco and TV operator; it also got one of the world’s earliest addressable TV pioneers. Sky launched AdSmart back in 2014, using its own customer data to analyze viewers on advertisers’ behalf and sending household-specific linear TV ads […]

 

Tencent’s Lau Reflects On The CMO Growth Council, Brands And Consumers

CANNES—As a caretaker of the world’s eighth-largest brand, Tencent’s CY Lau believes that marketers must be both the ultimate trustees of brand legacy and “defenders of consumers.” As a member of the “Group of 25” under the aegis of the CMO Growth Council, Lau is hoping to create “congregations of marketing organizations” to restablish the […]

 

The Evolution Of Digital Identity: 4INFO’s Tangredi

CANNES — Over the last year, one new set of technology has risen in ad-tech buzzphrase prominence – the “identity graph’. But, what is an identity graph and why does it matter? Simply, an identity graph is the collection of data points from disparate devices that, when pieced together, add up to indicate a single […]

 

Xandr’s Beaumier Aims To Mix Upfront & Real-Time TV Ad Sales

CANNES — In the rapidly-expanding kingdom of AT&T, Xandr, its unit for facilitating advanced TV ad buying, is playing a stronger role. Almost exactly a year after AT&T acquired ad-tech platform AppNexus, it has just rebadged AppNexus’ demand-side platform (DSP) as “Xandr Invest”, and allowed ad buyers to to target viewers using AT&T’s first-party data […]

 

Fox, Univision Execs Explore Cross-Screen Complexity At Cannes Panel

CANNES—Not all programmers face the same issues when it comes to simplifying cross-screen, advanced advertising. This was readily apparent in a panel discussion with executives from Fox and Univision at the recent Cannes Lions International Festival of Creativity. What also came to the fore in this segment recorded at the Beet.TV advanced TV summit and […]

 

Washington Post CRO: Subscription Model Means More Engaged Consumers for Advertisers

CANNES — If you thought that putting up a news paywall shut out advertisers, think again. Time after time, newspapers which have made the switch – at least, the big ones – have hailed a stronger offering for advertising brands, not a diluted one. That has been one discovery of Joy Robins, four months after joining […]

 

Ad Buyers Need Video Scores: MediaMath’s Fisher

CANNES — In 2019, “brand safety” is still a watchword for ad buyers who want to place their ads against the right kinds of content, and not get tripped up by cringeworthy juxtapositions. That is why MediaMath, a digital ad-buying platform, has just teamed up with IRIS.TV, a video technology vendor, to provide a “sentiment […]

 

“Timing is Everything.” Amobee’s Smolin On the Videology Acquisition

CANNES—Sensing that “convergence was finally emerging” on the buy- and sell-side of the cross-platform universe, Amobee placed a bet last year with its acquisition of Videology. “Timing is everything,” Amobee Chief Strategy Officer Philip Smolin said at the 2019 Cannes Lions Beet advanced TV leadership event. There was no doubt that consumers had completely changed […]

 

Fremantle Flexes Its Ad Sales Muscles, Glynne Says

Most viewers have never heard of it, but it is one of the biggest TV production houses in the world – and now Fremantle Media is also becoming an ad sales vehicle. Fremantle, owned by the RTL Group of Europe, produces hit entertainment franchises like American Idol, Britain’s Got Talent and The X-Factor. Mostly, of course, those shows […]

 

Hotelier Accor Books TV To Supplement Digital Media

CANNES—“All TV is back, and back in a different way than in the past,” says Accor Group’s Antoine Dubois. So a year ago, the French global hospitality brand returned to TV to complement its targeting of niche audiences beyond digital media. “All of the hospitality industry today, six years ago everything was digital,” the SVP […]

 

How Shell Uses Social Media To Create Positive Brand Perceptions

CANNES—For global oil and gas conglomerate Shell, using social media influencers is all about generating positive brand perceptions. “These are ultimately the measure of success,” says Americo Silva, Global Head of Integrated Brand & Communications. Visit the Shell website and you won’t see promotions for the company’s liquid products. Instead, the issue of climate change […]

 

With Progress On Diversity And Inclusion, Worker Retention Now Crucial: Omnicom’s Warren

CANNES— Longtime workplace diversity and inclusion champion Tiffany Warren likes the progress that the advertising industry has made with its workforce but says keeping them happy is the big challenge going forward. “The pipeline is fine. We have people who are interested and want to come into the business,” says the SVP and Chief Diversity […]

 

How UK’s ITV Sees Programmatic Future: Amobee’s Jamboretz

The UK’s leading commercial TV broadcaster has upped its commitment to programmatic TV and video ad sales, in a move that sees it partner with a big ad-tech supplier. The broadcaster, which airs Downton Abbey and Coronation Street in the UK, recently picked Amobee as the platform through which it will distribute its digital ad inventory. The UK’s […]

 

The Long Slow Road To Scale & Power: Finecast’s Jakob Nielsen On Advanced TV

CANNES – Building the infrastructure required to deliver addressable TV ad campaigns at scale is a “10-year sprint” for the man charged with doing that for the world’s biggest media agency holding group. But Jakob Nielsen is having the time of his life. In 2017, WPP’s GroupM launched Finecast, aiming to “help advertisers address hard-to-reach […]

 

For In-Housing, Many Shades Of Gray: OMD’s Adamski

CANNES  — In the age when brand marketers can use cloud-based tools to carry out many of the functions of their media agencies, the prospect of disintermediation seems to pose a risk to the historic agency model. Omnicom Group media agency OMD understands that risk. Its global CEO Florian Adamski raised eyebrows around his company […]

 

Data Opens Up Everything In The Creative Process: Publicis Spine’s Donohue

CANNES—Machine learning and artificial intelligence stand to fuel the mass personalization of advertising messaging, but right now that’s “a little bit more of a bridge down the road,” says Publicis Spine CEO Lisa Donohue. In this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity, Donohue explains how data “opens up everything […]

 

Data Fuels Live TV 2.0: Univision’s Mandala

CANNES — You don’t have to be operating digital media to benefit from digital advertising optimization. US Spanish-language broadcaster Univision is finding that there is still plenty more value to be mined from live linear TV, after refocusing on the medium following an earlier expansion in to digital and English-language content. “What’s unique about our […]

 

Deloitte’s Hatch Explains How To Develop ‘Hybrid Marketers’

CANNES—Core marketing skills alone won’t guarantee success in today’s corporate world. What helps to drive business growth is cross-training within an organization and understanding how best to communicate with people like CFO’s, according to Deloitte Digital CMO Alicia Hatch. “Finding those new things in marketing is one of the most incredible hotbeds of innovation,” Hatch […]

 

D2C Brands’ Love For TV Good For Agencies: PHD’s Devoy

If advertising agencies were getting nervous about being disintermediated by brands in-housing their traditional agency functions, there may be some solace found on the Croisette. The rise of direct-to-consumer (D2C) brands apparently plays right in to agencies’ strengths, because D2C brands need strong opinions and they thrive on TV exposure. So says Malcolm Devoy, PHD […]

 

When Marketers Win, ‘Everybody Wins’: ANA’s Liodice

CANNES—A year after the Association of National Advertisers joined forces with the Cannes Lions festival to help “marketers take their industry back,” they were back at Cannes to refine their priorities going forward. The joint CMO Growth Council initiative has boiled those priorities down to improving marketing academia, “upskilling and reskilling” marketing personnel and how […]

 
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