TV Companies Uniting Against Duopoly: OpenAP’s Levy

Getting US TV companies together and on the same page to come together in their shared interest may sound like herding cats. But, in 2019, David Levy found the door relatively easy to push on. The CEO of OpenAP, a consortium through which several broadcast companies are teaming to make it easier for advertisers to […]

 

Fireside Chat: The Future of Advanced TV Relies on Understanding Audiences

What has advanced TV’s journey been to this point and where is it headed? A panel of industry leaders moderated by Forrester principal analyst Jim Nail explored both of these questions. Despite industry predictions that advanced TV would have long ago hit its inflection point, it has still yet to truly peak. “There’s a lot […]

 

Adapting To Advanced TV: A+E, NBCU, LiveRamp Execs Discuss

Advanced TV ad targeting tactics present the promise of up-ending the traditional way in which TV ads are bought – upfront and for a mass audience – in favor of something more real-time and personalized. But buyers need to be walked through the transition, and an ultimate conversion to 100% addressable may not be the […]

 

Teamwork & Standards Needed For Advanced TV Scale: FreeWheel’s Clark

The technology isn’t the hard bit, the hard bit is getting everyone to use common standards. That is the growing refrain from advocates of advanced television advertising techniques like addressable targetability and frequency capping. They are witnessing a burgeoning set of technical capabilities, and a growing footprint of audiences with the devices to take advantage […]

 

Future TV Ads Are Converging: Amobee, FreeWheel, Zenith Execs Discuss

What is the future of TV advertising, now that buyers can deliver targeted campaigns to connected television devices, as well as to traditional linear audiences? That is what a panel of industry executives gathered to discuss at Beet Retreat In The City: Amobee – Philip Smolin, chief strategy officer FreeWheel – Joy Baer, president, FreeWheel […]

 

Forrester Analysts Joanna O’Connell and Jim Nail: Digital and Linear TV Is Still Divided

According to Forrester principal analysts Joanna O’Connell and Jim Nail, the television industry is experiencing a “new wave” of thinking, particularly as it pertains to the cross section of traditional and digital models. In a fireside chat at the Beet Retreat hosted by Publicis in New York, the two discussed the challenges and opportunities of […]

 

Scaling-Up Advanced TV: Inscape, OpenAP Execs On Coming Together

2019 appears to have marked the year when TV providers and their technology vendors have come to a critical realization – that individual innovation on advertiser offerings is great but, without commonality across the industry, the opportunity will necessarily be limited. That is why we have begun to see a range of collaborations, consortia and […]

 

Advanced TV Is Bringing Back Local Advertising: FreeWheel’s Wallach

Advanced TV doesn’t only concern the myriad streaming apps that are competing for customers’ attention. The industry’s shifts are changing the way traditional formats, like local television advertising, operate as well. According to Brian Wallach, svp and CRO of advanced TV at FreeWheel, which is owned by Comcast, local TV used to be the black […]

 

Publicis’ Nicole Whitesel: TV Measurement Is Like a ‘Game of Thrones’ Scenario

It’s not an exaggeration to compare the current state of TV measurement to a “Game of Thrones”-like scenario, according to Nicole Whitesel, the evp of advanced TV at Publicis Media. During a fireside chat with Jon Watts, co-founder and managing partner at MTM London at the Beet Retreat, hosted by Publicis Media, Whitesel explained why […]

 

LiveRamp’s Metcalfe Entices MVPDs To The Audience-Buying Future

It all started when Gap wanted to show baby clothes ads to shoppers who had already purchased similar items in stores. Now the business of marrying different consumer data sets is a big deal, and identity solutions are the glue that helps advertisers smartly target consumers across different media channels. But one of the technology […]

 

Streaming Wars Are Not A Zero-Sum Game: Forrester’s Nail

After the battle is over, who will be declared victor? So far in the rush to launch new paid streaming TV services, pundit opinion has focused on how providers’ library strengths and finite household capital will end up crowning a winning provider. But Jim Nail doesn’t see things so black-and-white. Rather than betting on Disney […]

 

The Industry Has to Come Together to Solve Fragmentation and Friction in TV: Zenith Media’s Vendetti

For Neil Vendetti, president of investment at Zenith Media, solving for fragmentation in TV and video advertising will be the focus of the industry in the years ahead. Talking to Jon Watts, the co-founder and managing partner of MTM London at the Beet Retreat, a half-day Beet.TV event in New York hosted by Publicis Media, […]

 

Brands Need To Break Data Silos: LiveRamp’s Grammier

The new opportunity to find the optimum TV audiences across data-driven OTT and even linear services all depend on using audience data. But how that data comes in to execution varies. In this video interview with Beet.TV, one vendor helping brands bring it to life for advanced TV ad buying explains the different levels of […]

 

Under LiveRamp, Data + Math Eyes International Expansion: Hoctor

Data + Math wasn’t looking to get acquired for $150 million – but it happened anyway. In this video interview with Beet.TV, the CEO and co-founder of the TV advertising attribution vendor says, before its sale to LiveRamp earlier this year, the company was actually attempting a fundraising. So, whilst LiveRamp is a friend with […]

 

TV Companies Partnering Better With Agencies: Amobee’s Smolin

TV companies in 2019 have been getting better at working with ad agencies to help sell ads in ways that take advantage of advanced TV’s new tricks. That is the view according to one executive who sits at the nexus of TV, ad-tech and agency professionals. In this video interview with Beet.TV, Philip Smolin, chief […]

 

There’s a Data Arms Race Going on Right Now: Zenith Media’s Hartofilis

Advanced TV has become a buzzword, being used as a bucket term to capture everything changing about the television and streaming industries. Nicholas Hartofilis, evp of national video activation at Zenith Media, has a productive outlook on what he wants to see from the industry in the next decade. “Have [advanced TV] be a complete […]

 

New TV Platforms Must Unite To Reduce Friction: MTM’s Watts

In the emerging future of television advertising, many opportunities lay ahead on the high seas. But, on the horizon, do advertisers see islands, or new lands for settling? In this video interview with Beet.TV, MTM co-founder and partner Jon Watts says the new-wave US TV market is leading the way in new capabilities – but, […]

 

New TV Value Chain Must Play As A Team To Reach Scale: FreeWheel’s Baer

In a confusing sea of a hundred “point solutions”, you could forgive a client for ending up asking “what’s the point?” Case in point – the emerging world of connected TV offers huge potential for precision targeting, even marrying up that process with traditional linear TV buying. One of the leading technology suppliers helping deliver […]

 

Publishers Must Collaborate For Planning Scale: Janus’ Shimmel

Janus Strategy & Insights president Howard Shimmel complains that many parts of the industry have not come together in order to make available data that could be used for planning advanced TV media buys at scale. “It’s a hope,” he says. “I’ve always been surprised that the advertisers have not forced Facebook to be more […]

 

How Will Roku-dataxu Change Advertising?: Forrester’s O’Connell

This week was amongst the biggest of the year for ad-tech deals, as over-the-top (OTT) TV platform provider Roku announced its plan to acquire dataxu, a demand-side ad-buying platform, for $150 million. Roku is the leading provider of add-on OTT devices, according to Strategy Analytics, and is also present natively inside many TV sets. In […]

 
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