Getting Ready for Return of Live Sports: Turner’s Frank Wall

Live sports showcase linear TV’s ability to deliver mass awareness for brands, making their absence during the past few months of the coronavirus pandemic even more dramatic for advertisers. With the National Basketball Association and Major League Baseball resuming play this month, sports marketing is poised for a comeback. Frank Wall, senior vice president of […]

 

Pandemic’s Effects on Video Production Are Likely to Last: CNN’s Otto Bell

The coronavirus pandemic has forced marketers and their advertising agencies to react quickly to an unsettled situation that can change each day. These disruptions are likely to have a lasting effect on how ad campaigns are developed and put into the production pipeline. “There will be an emphasis on quick-turn production — producing spots and […]

 

Finding Alternate Content & Context For Advertisers: WarnerMedia’s Chaturvedi

Around the world, advertisers that pinned their strategies on delivery against premium content are praying for a resumption in top-tier sports and other programming. Until then, broadcast groups are thinking creatively to give them the next best delivery opportunities – and ensure ad budgets can keep flowing. In this video interview, Amit Chaturvedi, EVP, Product […]

 

Marketers Seek Ad Flexibility Like Digital Platforms Offer: Omnicom’s Sal Candela

Advertisers are pushing for greater flexibility from their media partners as effects of the coronavirus pandemic on the economy pressures them to be more resourceful with their spending. That dynamic is disrupting this year’s network upfront advertising marketplace, magnifying calls for changes to the way media outlets sell commercial time. The Association of National Advertisers […]

 

Cisco’s WebEx Swings Toward Remote TV Participation

Over the last few weeks, we have heard from a range of broadcasters that have responded to the coronavirus pandemic with a single watchword – “agility”. But software vendors, too, have learned to think on their feet and find new customer categories. Case in point – Cisco’s WebEx has been supporting video calls and presentations […]

 

Linear TV Will Be More Data-Driven with Addressable Ads: Matterkind’s Muzzy

Addressable advertising promises to give marketers more focused targeting of audiences while cutting spending on wasted viewer impressions. That data-driven approach requires more insights about consumers and their openness to seeing messages from sponsors. Sean Muzzy, president of North America for addressable advertising company Matterkind, discusses the potential for its audience-based approach in Beet TV’s […]

 

Amplifi’s Lewis Looks To Reboot Seller Relationship With Cost, Flexibility In Mind

At a time when TV networks’ programming plans are on the ropes, is there an opportunity for ad buyers to rebalance the relationship between buy side and sell side? We have already seen the annual upfront TV ad sales season delayed, and a new call for a further delay plus significant reform, as advertisers and […]

 

‘We Need the Upfront to Move From the 20th to the 21st Century’: Essence’s Gerber

The coronavirus pandemic has disrupted the upfront market for TV networks whose fall programming is in flux, but that hasn’t stopped advertisers from ongoing talks about their media strategies. There’s still a role for an upfront market amid the uncertainty and advertiser demands for greater flexibility, Adam Gerber, global chief media officer at Essence, a […]

 

Delay the TV Upfronts: Mastercard’s Rajamannar, P&G’s Pritchard, ANA Urge a Transformed Marketplace

Given the current state of the pandemic, the traditional TV UpFronts events have been cancelled or have gone virtual.  Negotiating in this climate has proven challenging to the nation’s marketers as they assess TV ad investment. In an announcement, the ANA demands upfront sales, which were due to be for ads airing between October 2020 […]

 

Converged Insight Can Offset Viewer Decline: Xandr’s Wetzel

In TV today, it would be easy to have a glass half-full. Linear audiences were in continuing decline and consumers are tiring of excess ad load. That was before the pandemic forced broadcasters to lower ad rates. But those with a glass-half-full outlook see an opportunity – although linear numbers are declining, new opportunities to see, […]

 

AT&T’s Fiona Carter to Marketers: ‘If We Don’t Get Inventive Now, We’re Not Going to Survive’

COVID-19 has had an immense impact on how people do business, so it makes sense that marketers would have to respond rapidly. In a Beet.TV interview, Fiona Carter, chief brand officer at AT&T explored some best practices that brands have used for getting through this period and what some of the long-term impacts will be […]