Identity Resolution Big Focus for Samba TV

Television is ready to step in to the future to embrace the new audience targeting opportunities in front of it. But, to do so, TV is going to need to learn some new tricks – chiefly, how to identify viewers in order to stop serving them repetitive ads. That is according to one executive whose […]

 

Digital Players & Platforms Want To Compete with TV: Nielsen’s Clarken

In the emerging world of advanced measurement for digital ad campaigns, the currencies and metrics on which buying and selling decisions are made are shifting sands. Many ad buyers, of course, want specific metrics to indicate real viewership and attribution of consequential purchase actions. But many brands, even digital ones, are now getting frustrated by […]

 

Brands Want A Shorter, Shoppable Funnel: Accenture’s Mendonça

CANNES – If you needed any indication that the big consulting firms were making an entry in the world of advertising services, look back to Accenture’s appointment of Omnicom veteran Nikki Mendonça in October 2017. With the group for 16 years, Mendonça had been president of OMD Worldwide’s EMEA region, responsible for 6,500 marketers running […]

 

Privacy Is Our Carpe Diem Moment: Hearts & Science’s New US CEO

Consumer privacy issues and the relative value they perceive from media and advertising are a “carpe diem” (“seize the day”) moment for the advertising industry. Thast is according to one agency exec speaking amid the discussion at the Cannes Lions ad industry gathering. “With ITP and ITP 2.0 (Intelligent Tracking Prevention), I think we’re seeing […]

 

Wavemaker’s Richman Reviews Outcomes, Values And DTC Brands

CANNES—Wavemaker’s US CEO, Amanda Richman, assumed her position in the fall of 2017 to help launch what was then GroupM’s newest agency. In this interview with Beet.TV at the 2019 Cannes Lions, she discusses how outcomes and values have risen in importance for marketers and why direct-to-consumer brands are leaning into traditional media. A condensed […]

 

US TV Too Fragmented: SpotX’s Buckley

The more that US ad-tech vendors get consolidated in to larger European media owners, the more we hear about the relative simplicity of the European system. Whilst the European market, like the continent itself, is fragmented, its broadcast ecosystem is far less so. Furthermore, initiatives like HbbTV have seen the entire chain of electronics manufacturers […]

 

Ads Need More Creativity, Personalization: Teads’ Daily

When shovelware has taken over, stop digging. Over the last few years of media evolution, many brands have moved in to new formats by simply re-using their old creative. That doesn’t cut it, says Jim Daily, Teads president, in this video interview with Beet.TV. The executive’s company is best known as the company which brought you […]

 

UK’s ITV Uses VOD Hub To Gather Ad Data: Bignell

The UK’s leading commercial TV broadcaster is steadily gathering more data with which to target ads for its own online audience. Now it is taking that ability up a notch, with a two-way partnership with an ad-tech platform helping it go one step farther. The broadcaster, which airs Downton Abbey and Coronation Street in the UK, recently picked […]

 

Alliance to Help Kickstart German Addressable: RTL’s Nölke

Advanced and addressable TV advertising capabilities give programmers and advertisers super-powers  – but, in some markets, local conditions mean the starting gun has barely been fired. Case in point – Germany, where many kinds of modern ad practice are curtailed by regulation in a country long sensitive to privacy concerns. That is something acknowledged by […]

 

RTL’s Adconnect Goes ‘Glocal’ To Power Ads: Coruble

Two of the major dynamics in modern media right now see media owners come together cooperatively and many of them restructuring their businesses to cater to larger, global brands. Luxembourg-based pan-European RTL Group is living out both of those trends. Its Adconnect unit is an ad sales arm for RTL-owned broadcasters and shows made by […]

 

Industry Needs Shared Solutions: Amobee’s Smolin

Put aside your competition and come together to create solutions that benefit everyone. That was the clarion call from an ad-tech exec enjoying the sunshine at the Cannes Lions advertising industry gathering. “Everybody sees kind of this moment in time, where we can really embrace converged strategies,” says Philip Smolin, Amobee chief strategy officer, in […]

 

Inscape’s McAfee: OAR Consortium Offers Flexibility To Scale Addressable TV

CANNES—A direct relationship with owners of television advertising inventory is one of the core premises behind Project OAR, which hopes to develop an open standard for addressable ads on connected TV’s. “As long as there’s someone in the middle, there are levels of complication that just won’t make this work,” says Jodie McAfee, SVP of […]

 

Addressability Is Finally Here: Nielsen’s Somaya

It was a long time coming, but the long-held promise of targeting individual households with customized TV ads has finally come in to view. That is something video and TV programmers – all facing competition from digital-native ad platforms that have long offered super-targeting – need to remain competitive. “I think there are finally real […]

 

Agencies Need To Change And Experiment Like Marketers: S4’s Sorrell

CANNES—The world’s biggest agencies are “strapped” by their structure and hesitant to experiment, while advertisers are taking back control and experimenting more than ever, according to Sir Martin Sorrell. “It’s not in-housing, it’s part of a much broader trend,” the former CEO of WPP says in this interview with Beet.TV at the Cannes Lions International […]

 

Three Priorities For A Better World: P&G’s Pritchard

Put 200 of the world’s leading senior marketing decision makers in a room and what do you get? An agenda for the future of the craft. But, maybe also, a playbook for making a better world. A group called the CMO Growth Council was formed back in 2018 to share best practice amongst chief marketing […]

 

How Panels Improve Big Data: Nielsen’s Hohman

Panel-based measurement of media consumption may seem antiquated when you consider that modern digital media tend to include audience tracking out of the box. But Dave Hohmann thinks counting consumption through panel reporting is still relevant. He would think that. As EVP and MD of buy-side media at Nielsen, Hohman works on continuing to offer […]

 

Comcast, Charter & Cox Want TV Industry To Unite For Addressable Ads

CANNES—Comcast, Charter Communications and Cox Communications have launched an industry initiative called On Addressability with the goal of uniting television distributors behind addressable advertising. “It’s a call to action,” says Comcast Cable’s President of Advertising, Marcien Jenckes. “It’s really about initiating a process this year that’s going to scale addressability across television,” Jenckes adds in […]

 

Xandr: A 12-Month ‘Whirldwind’ Recap From CMO McDonald

CANNES—A year ago at the Cannes Lions, AT&T provided a sneak peak of its future with a tease banner outside the Carlton Hotel that would presage the launch of Xandr, formerly AT&T Advertising & Analytics. “It’s been quite a whirlwind year since Cannes 2018,” says Xandr Chief Marketing Officer Kirk McDonald. What followed was Xandr’s […]

 

Procter & Gamble’s New Partnerships: Merging Advertising With Other Creative Worlds

CANNES–Procter & Gamble’s first-ever P&G LifeLab installation at the Cannes Lions International Festival of Creativity is part of the company’s effort to “reimagine creativity to reinvent advertising” through a variety of new creative and technology partnerships. “We’ve been focusing on reinventing brand building for the past couple of years, a lot on media, a lot […]

 
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