Converged TV Buying Needs Operational Agreements: Amobee’s Smolin

Advanced TV targeting and transacting capabilities promise to bring together TV and digital video marketing strategies in a single whole – but that may require ad agencies’ own teams getting on the same page first. GroupM’s North America CEO Tim Castree used Beet Retreat to call for the industry to develop common standards for measuring […]

 
 

Three Steps To Unlock Future TV Ads: GroupM’s Castree

Ongoing data mismatches and the wish of some tech vendors to own the ecosystem mean the true opportunities for selling TV ads using advanced digital techniques have “plateaued”. That is according to the North America boss of the world’s largest media-buying agency, GroupM. Tim Castree, GroupM North America CEO, in this video with Beet.TV, says […]

 
 

Audience Means Outcome: FreeWheel’s Wallach

As TV advertisers start demanding to buy ads from which they can expect real business outcomes like sales, how can vendors in the chain best deliver? Attribution technology is rising in prominence, as programmers seek ways to show agencies the effectiveness of new-wave, data-fuelled advanced TV ads. But an executive at the center of the […]

 
 

Comcast Has Pivoted To First-Party Viewing Data: Zapata

What is the future of TV advertising? Offering more platforms, serving more points in the marketing funnel and using more in-house customer and measurement data. That is the takeaway from a leading soothsayer at one of the US’ leading broadcast companies. In the last couple of years, Comcast has built a significant technology portfolio and […]

 
 

Universal Addressable TV Buying Will Be Elusive: MODI’s Cestaro

As TV gets lit up with advanced new advertising targeting capabilities, offers new controls for reach and frequency, buyers necessarily start wondering whether the expanding range of options can be unified. That doesn’t look like happening any time soon, says one man leading advanced TV for the world’s biggest ad-buying agency – but it also […]

 
 

Digital Brands Need Eyes Open When Embracing TV: WideOrbit’s Fred Lee

Digital-native brands are embracing buying ads on good ‘ol television, thanks to an upgraded range of targeting capabilities. But they should nevertheless be realistic about the kinds of super-powers they can find on the screen, says an executive whose company manages the movement of TV ad inventory across the country. “We’re seeing the shift from […]

 
 

Unlocking National TV For Addressable: Cadent’s Michael Bologna

Nevermind the naysayers – addressable TV device capability is here, it’s real and it is rolled out at scale. Now vendors just want more TV shows to open up to run advanced ads. That is according to an executive who thinks critics of the emerging opportunity are wrong. Addressable TV, which gives brands the ability […]

 
 

D2C Tactics Scale Up To Big Brands: NBCU’s Brian Norris

Over the last year, TV networks have been bending over themselves to provide the capabilities demanded by the fastest-growing segment of new advertisers – smaller, “direct-to-consumer” brands. But it turns out those same capabilities may also trickle up to the big brands that were more commonly thought of as TV advertisers. That is according to […]

 
 

TV Measurement Can Restore Ad Spend Growth: NCC’s Ivins

US TV ad spending is forecast by eMarketer to decline by 2.2% through 2019, thanks partly to a lack of big advertising events. Next year’s presidential election will move the needle back up, but most people agree that TV ad spending is plateauing somewhat. What can restore positive momentum? Showing advertisers how TV advertising really […]

 
 

How To Advertise TV Shows & Movies: Comcast’s Rothwell

In an age of content abundance, gaining cut-through seems harder than ever. So, how should media and entertainment companies best use advertising to drive attention for their new releases? Over a sustained period, across platforms and using a targeted approach, according to James Rothwell, Comcast VP, Global Agency, Brand & Industry Relations for Comcast Spotlight, which […]

 
 

Mixing Advertisers’ Competing Metrics A Challenge For Publishers: Amobee’s Stacy Daft

Across the industry, TV companies are moving to respond to advertisers’ growing demand to change the way they buy. Increasingly, ad buyers want to be guaranteed outcomes based on their actual campaign outcomes. But, with different advertisers each having unique different outcomes and measurement metrics for them, how can a TV platform manage the proliferating […]

 
 

Do The Math: GroupM’s Castree Wants Measurement Agreements

How detailed do you want to be about the way you measure your media effectiveness? And how can you patch together technology infrastructure to get you there? That was the subject of a conversation between Tim Castree, GroupM north America CEO, and Howard Shimmel, president of his own Janus Strategy & Insights at Beet Retreat […]

 
 

TV Programmers ‘Leaning In’ To Data-Driven TV: Nielsen’s Abcarian

Over the last few years of growth in data-fuelled, personalized TV advertising, one truth has been clear – the possibilities are great, but the proportion of programmatic spend within overall US TV ad spend is forecast to remain small. eMarketer puts that figure at 5% of the total in 2019. That opens up a disconnect […]

 
 

Three Steps To The Converged Ad Agency: Amobee’s Smolin

The technology is in place, now ad agencies need to use it to better approach the opportunities afforded by advanced TV ad targeting. Fortunately, many ad agencies are now putting together the pieces involving audience data sets and software tools, according to Philip Smolin. “We’re seeing a number of agencies that are on the leading […]

 
 

Giving Local TV Digital Super-Powers: Comcast Spotlight’s Condon

Local TV may be commonly thought of as that linear channel from which advertisers are retreating to digital – but Brendaon Condon says it doesn’t have to be that way. The chief revenue officer at Comcast Spotlight, Comcast Cable’s ad sales unit, says he can help bring ad spend back to local cable – by […]

 
 

WideOrbit’s Zinsmeister Greets ‘Nervous’ Industry With Buy-Side Automation

It is the company that has long offered the infrastructure for local TV networks’ ad management around the US. Now WideOrbit wants to service ad buyers, too. The San Francisco-based company offers a software platform that handles scheduling, billing, content management and invoicing for mostly local TV ads. “It really is the infrastructure of the […]

 
 

Putting “Attention” Back In The Driving Seat: Joe Marchese on His New Moves

The idea of “the attention economy” is at least a couple of decades old. This Wired story introduced the early digerati to the concept in 1997, though it had already been circulating in several forms since the 1970s. Yet, fast-forward to 2019, and it seems proliferating content plus diminishing, an obsession with data and ad […]

 
 

Attribution Bringing Ad Spend Back To Local TV: TVSquared’s Kinsella

Local TV ad sales execs, in recent years, have come under pressure from online channels that can prove their worth and from national TV that can deliver mass-reach campaigns. But the emergence of digital attribution technologies plugged in to local TV ad sales now promises to bring ad spending back to local TV operators. That […]

 
 

Swartz’s Four Takeaways From Beet Retreat In The City

After 11 sessions, audience debate and a reception at the new headquarters of GroupM Worldwide at f the World Trade Center, what did it all boil down to? On August 7, Beet.TV convened executives from advertising, media and technology companies for Beet Retreat in the City, “We’re Going Local!”, an afternoon of hashing-out how new […]

 
 

Beyond Cars, Comcast’s Instant Impact Goes Large: Brendan Condon

What happens on the road can also go off-road. That is what Comcast Cable’s Spotlight ad sales division is thinking about one of the software suites it launched to power new-wave TV ads. The group’s Instant Impact is an analytics platform that shows the impact on web traffic from airing an ad on Comcast, within 30 […]

 
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