Future of TV Ads

TORONTO — It’s nearly half a year since the upfronts, the annual season where television companies tout their upcoming content slate in order to lock up advanced ad sales. But Stuart Garvie is still having nightmares about the process. The CEO of the world’s largest media buying agency, GroupM, in Canada says the process, which […]

TORONTO — It’s a smaller media market with a highly concentrated ownership – so how does a media agency make the best from Canada these days? In this video interview with Beet.TV, GroupM Canada chief investment officer Sebastian Rennie opens up on a two-pronged approach. “I think it’s about finding the combination of two things, […]

TORONTO – When you’re the biggest wireless company in Canada, plus one of the biggest Internet service providers and cable companies, you know a lot about Canadians as content consumers. “For the last four years, we’ve done an enormous amount of work creating a massive data lake, compiling all of that data in one massive […]

TORONTO – Advertisers can target specific audiences on 24 of Corus Entertainment’s adult specialty stations via a self-serve advertising platform designed to ease buyer “pain points.” But while the technology would facilitate household addressability, Canadian regulations and other hurdles stand in the way, according to the company’s head of Advanced Advertising Sales, Barry Marcus. Powered […]

TORONTO – Turns out that Canadian television viewers aren’t much different from those in other countries. Research shows that in-home viewing promotes “household bonding” while providing a much-desired cultural connection to the outside world. Not that the advertising industry knew this instinctively. In fact, it’s been looking in the wrong direction for awhile, according to […]

TORONTO — If you are an auto maker, aiming the TV ads for your hard-wearing SUV at winter drivers in snowy North America may seem like ample targeting. But, when it marketed its new Atlas, Volkswagen Canada wanted to go a step farther. Recently, the company worked with Canadian telco and TV company Rogers to […]

TORONTO — It’s now six months since Canadian TV and telco operator Rogers unveiled its shot toward the programmatic TV world, in the form of a data-enabled TV-buying product. Tn this video interview with Beet.TV, Rogers programmatic trading and data ad solutions head Rose Hutchison explains how Rogers Enabled Data (RED), launched in April, works – […]

TORONTO – Even though it has different television regulations, Canada is officially part of North America along with the United States. So as direct-to-consumer television offerings proliferate, companies like Rogers Media are trying to piece together the ever-shifting puzzle that is program acquisition and commissioning. “So what we need to look at here in Canada […]

TORONTO – As she takes in the proceedings at the Future of TV Advertising Forum, Ashley J. Swartz sees a spirit of collaboration toward making television easier to buy along with a “petri dish of opportunity” for marketers. This “interesting construct of a market” with huge geography and “not a lot of people” still has […]

TORONTO — It may be the most trackable medium out there, but how effective is digital ad advertising really? If you peek under the hood, maybe not as effective as many advertisers believe, says one executive who runs effectiveness for a global marketing consultancy. “In this video interview with Beet.TV, Ebiquity head of international effectiveness Mike […]

TORONTO — If you thought that the rise of Netflix, Amazon Prime Video, Hulu et al was all driven by younger, cord-cutting consumers, think again. SVODs are now saturated. And that means they are having to fight for new pockets of unconverted subscribers – older, much younger and everywhere in between. In this video interview […]

TORONTO — As Cadent’s technology powers the targeted-television advertising platform that pools the inventory of Sky and Virgin Media in the UK and Ireland, the company is busy helping to scale dynamic ad insertion in Canada. Among its tasks for Sky and Virgin are creating a “compliant, walled garden” to abide by GDPR privacy strictures, […]

TORONTO—Although Canada is behind the United States in the adoption of addressable linear television advertising—owing largely to inadequate set-top boxes—that’s going to change quickly. “Disruption is here” in the form of Netflix and other OTT providers, says Rich Astley, Global Chief Product Officer of GroupM’s Finecast agency. Canada is a “fascinating market and for many […]

LONDON – Ashley J. Swartz’s message to media owners is clear: Be agile, flexible, and get your internal act together. “There’s a lot of value and insight intelligence around audience that is untapped within the enterprise of a seller,” Swartz says in an interview with Beet.tv. “I think there’s a lot of unlocked value that […]

LONDON – As Leon Siotis takes in Europe, “What’s most fascinating about today is to see that there is no one thing that is happening with programmatic TV,” says the Managing Director for video advertising platform SpotX. “Each of the different countries is evolving differently. They’re trialing different ways to sell their inventory programatically.” In […]

LONDON – Marketers have just begun to scratch the surface of mining the biggest behavioral data set ever amassed: social media. “There’s just so much there,” says Josh Dreller, VP of Product Marketing at multiscreen analytics and activation provider 4C Insights. With more than 1.5 billion social media users in database mapped to 250,000 interest […]

LONDON — When your ad is spreading across TV, pre-roll video, in-stream ads, mobile, tablet and umpteen other platforms, how do you begin to measure its success? That is one of the key challenges occupying the minds of brands and their agencies these days.  And it’s certainly one troubling GroupM unit Mindshare. “One of the […]

LONDON — The US is not the only TV market where census-level data has begun to be used to target television advertising campaigns. The technology is also being deployed in other markets, too, according to one of the industry’s top media measurers. “I think census-level data is very much a reality now,” says Margo Swadley, […]

LONDON –It may own several of the leading pay-TV platforms on the continent but, in Europe, group operator LibertyGlobal says its subsidiaries are enablers of the addressable ad opportunity for broadcasters themselves. “It’s about keeping the value and dollars in the content ecosystem – equipping our content partners with more tools,” Liberty Global advanced advertising […]

LONDON — Recent estimates are that around 46% of US households can receive household-specific, individually-targeted TV ads, through so-called “addressable” TV advertising. But, whilst US penetration is high, it is not necessarily the country leading the tech charge, says one exec with a multi-country view of the opportunity. “We see, in the addressable TV world. very much […]