Proof of Performance: The Power of Premium Video, a Beet.TV Leadership Series at Cannes Lions 2025, presented by Comcast Advertising

CANNES — Without a firm tether to reality, AI models risk “hallucination,” producing outputs that are plausible but ultimately unhelpful for marketers seeking concrete results. The challenge is to connect sprawling data points to deterministic truths, ensuring that massive computational power translates into measurable business outcomes. That requires an anchor, according to Carla Serrano, chief […]

CANNES — For many brands, premium video advertising occupies a specific role in the marketing mix, one focused on broad reach and the high art of storytelling. But for a performance-focused brand born in the digital age, that traditional separation is becoming obsolete — even the most cinematic, top-of-funnel video creative must be held accountable […]

CANNES – At a time when brand loyalty is fleeting and consumer attention short-lived, Comcast is doubling down on long-term consistency, cross-screen storytelling and agency collaboration built on trust. That’s according to Todd Arata, senior vice president of brand marketing at Comcast, in a conversation with Beet.TV’s Lisa Granatstein at the Cannes Lions International Festival […]

CANNES – The biggest barrier preventing advertisers from investing more in premium video isn’t pricing. It’s clunky technology, said Dan Pantelo, founder and chief executive of creative automation platform Marpipe. Speaking with Beet.TV’s Lisa Granatstein at the Cannes Lions International Festival of Creativity, Pantelo argued that modern marketers are used to the seamless self-serve interfaces […]

CANNES – In a media world saturated by fragmented viewing platforms and real-time performance metrics, premium video still has a critical edge: brand safety, transparency and superior recall. But to stay competitive with social platforms, it needs to become just as easy to buy, measure and scale, said Mark McKee, executive vice president and general […]

CANNES – Television advertising is no longer just a vehicle for brand awareness. It’s now a measurable, performance-driven tool that delivers results across the entire marketing funnel, said Dawn Williamson, chief revenue officer of Comcast Advertising, in this interview with Lisa Granatstein, editorial director of Beet.TV, at the Cannes Lions International Festival of Creativity. In […]