Omnicom Experimenting With Versioning Of TV Ads In National Units

LAS VEGAS – Until addressable television advertising achieves greater national scale with less system-by-system logistics, what excites Omnicom Media Group’s Chris Geraci is the potential versioning of commercials. It would involve having versions of creative within a national commercial unit to appeal to different households. “We’re just beginning to experiment with one company that’s involved […]

 

IBM’s Watson Ads Solution To Expand Beyond Weather Company Assets

LAS VEGAS – Watson Ads, the cognitive advertising product that’s been available to brands exclusivity within The Weather Company app and on weather.com, will be released for wider use in apps and on websites sites later this quarter. In the meantime, in an interview at CES 2017 with Beet.TV, Weather Company CEO and GM Cameron […]

 

Renault Will Shift To Addressable TV Ads By 2019

LAS VEGAS — Auto maker Renault has a plan to move away from traditional, inefficient mass advertising to consumer-targeted ads within two years, including on TV. Speaking at the Consumer Electronics Show, Renault marketing communications VP Bastien Schupp told Beet.TV: “Moving from mass marketing to marketing to individuals is one of the key challenges for us in the next two to […]

 

Turner’s Strober Explains Advanced Linear TV Audience Targeting

LAS VEGAS – Turns out you don’t have to be on Wall Street to run a futures market. It’s happening every day in the traditional linear television business, according to Turner’s EVP of Client Strategy & Ad Innovation. “Unlike digital, we’re actually working in a futures market,” says Michael Strober by way of explaining Turner’s audience […]

 

Predictive TV Targets Purchasers, Not Demos: Simulmedia’s Zimbalist

LAS VEGAS – People who are fixated on the future of television are missing a great opportunity to mine linear TV right now. And best prospecting asset is a marketer’s own first-party data. That’s the worldview of Michael Zimbalist, CMO of marketing technology company Simulmedia, as he takes in the activities at CES 2017. “The […]

 

Focusing On Video Outcomes Cures ‘A Lot Of Ills And Worries’: Eyeview’s Harnevo

LAS VEGAS – Is the advertising industry stuck on so-called intermediate metrics when judging the performance of their video campaigns? Oren Harnevo thinks so. The CEO and Co-Founder of Eyeview believes there’s no substitute for actual outcomes, meaning a person sees a video and then buys something. “A lot of the video campaigns you see […]

 

Facebook Working On TV-Style Ad Units, Blodget Says

LAS VEGAS — Facebook is working with publishers to develop a new style of social video ad format that will look and scale like TV. That’s according to the head of one of the publishers involved in the process, Business Insider CEO Henry Blodget. “Facebook is now designing new units for social video,” Blodget told Beet.TV […]

 

Great Creative Is ‘Table Stakes’ As Clients Seek Insights, Knowledge: TBWA’s Ruhanen

LAS VEGAS – Creative agencies are managing a transition from a service culture to a knowledge culture. Along the way, the heretofore trusty 30-second television spot has yielded to a continual search for the most appropriate video format and accompanying production budget, according to Troy Ruhanen, the CEO of TBWA. “I think a lot of […]

 

comScore’s Fulgoni On Internet-Connected Devices And The Future of Media Research

LAS VEGAS – While running Information Resources Inc. beginning in 1980, Gian Fulgoni had an insider’s view of the consumer research business. With comScore now measuring some 120,000 Internet-connected devices within U.S. households, he sees the future of media research requiring lots of cooperation and less reliance on panels. The company’s technology is now in […]

 

How OMD’s Cuthbert Delivers In ‘The Age Of Addressability’

LAS VEGAS — The idea that advertisers can use TV to deliver personalised messaging, tailored for individual consumers, is no longer just an idea – it is here and now, according to one ad agency boss. “We are in the age of addressability, it’s here,” OMD EMEA chief digital officer Blake Cuthbert tells Beet.TV in this video interview. […]

 

Foursquare’s Crowley on the Power of Location Targeting

LAS VEGAS — The future of mobile marketing is not a distant dream – it’s here and now. Whether it is vendors like PlaceIQ or Ubimo, marketers now have ways they can use consumers’ real location data in ad buys. But Foursquare’s founder wants you to know that the pioneering location-sharing app has been offering this capability for […]

 

Facebook’s Schachtel Eyes Expanding Live Video Ad Test

LAS VEGAS — Facebook is testing advertising inside its Facebook Live live broadcasting system, and is planning to grow the number of ads served this year. Facebook global technology and telecom strategy director Jane Schachtel revealed the plans to Beet.TV in this video interview recorded at the Consumer Electronics Show. “We’re testing, in Facebook Live, short ad breaks,” […]

 

OMD’s Oasis Guides Clients Through Immersive Technologies

LAS VEGAS – An oasis is defined as a fertile spot in a desert where water is found. OMD’s Oasis encampment at CES 2017 provides a similar function, but one based more on providing strategic direction than liquid sustenance. “From year to year, the changes are enormous, overwhelming,” observes Monica Karo, the CEO of OMD […]

 

Future Viewership Behavior Key Focus For Marketers: Mediavest | Spark’s Terkelsen

LAS VEGAS – At CES, media agencies assume the dual role of soothsayer and gardener. That’s because their clients come to the extravaganza with one main objective. “Show me what the future is going to be,” is how Brian Terkelsen, the Global President of Mediavest | Spark, explains it during a break in the activity. […]

 

WPP’s Chief Sorrell Aims To Integrate ‘One Firm’

LAS VEGAS —  It is the world’s largest advertising agency holding group. That means WPP operates dozens of owned units, agencies, acquisitions and investments, across the advertising value chain. At time of writing, for example, WPP’s website lists some 400 subsidiaries under its umbrella. CEO Sir Martin Sorrell thinks the situation could stand some tidying up […]

 

Publicis Media’s Jones On ‘The Power Of One’ In The Era Of Personalization

LAS VEGAS — It’s nearly a year since Tim Jones, then regional CEO of Zenith Optimedia, stepped up to lead Publicis Media’s Americas division after the ad agency group’s latest reorg. But that was the past. What is on Jones’ mind when it comes to the future of media? To find out, Beet.TV caught up with […]

 
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