Audience Measurement Should Bolster Value of TV Content: NBCUniversal’s Kelly Abcarian

CHICAGO — Marketers are moving beyond traditional media yardsticks like age and gender to measure the business outcomes of their advertising campaigns. Increasingly, those metrics need to reflect the time that viewers spending with traditional linear TV and newer digital channels. “There’s so many challenges as we look across the industry that we need to […]

 
 

How OMD UK Re-Architected To Follow Light TV Viewers

LONDON – Although the common view is that, during the first year of the COVID-19 pandemic, all kinds of TV platform saw increased viewing, Vicky Fox has a different story. On top of a general reduction in linear TV viewing, the chief planning officer at OMD UK says casual TV viewers are drifting away, too. […]

 
 

The VOD Boom Worsened Fragmentation: Publicis’ Whitesel

SEATTLE – The COVID-19 pandemic threw everything up in the air. Now Nicole Whitesel is trying to put the pieces back together. The EVP of advanced TV at Publicis Media has seen an explosion in video viewing and, as a result, ad opportunities. But, in this video interview with Beet.TV, she says that can cause […]

 
 

Automation & Partnership Key To Future TV: Comcast’s Lemberg

New TV capabilities promise ad buyers new abilities like household targeting, frequency-capping and advanced reporting all the way to purchase outcomes. But, to get there, the industry is currently in a phase of stitching together a still-proliferating range of viewing services and buying options. In this video interview with Beet.TV, Kevin Lemberg, Head of Partnerships […]

 
 

‘Wild West’ Addressable TV Needs Standards: AMC’s Bayles

Converged addressable TV advertising is now a reality that advertisers can take advantage of today. But, to make the opportunity truly soar, the new-look TV industry needs to work on harmonizing the way such ads are bought. That is the view of Kristine Bayles, Vice President of Advanced Advertising Sales at ‎AMC Networks. Reforming the […]

 
 

This Upfront, Brands Are Switching On To Addressable-First TV Ad Strategy: GroupM’s Soch

Up until now in the maturation of advanced TV ad targeting, many agencies and their clients had merely been dipping their toe in the water. That is now changing, with more of them apparently seeing reason to flip their ad strategy on its head. In this video interview with Beet.TV senior adviser Jon Watts, GroupM’s […]

 
 

NBCU’s Touts “One Platform” Offering at its Upfront

Peacock has the same primetime reach of the NBC network and is now considered the “third network,” joining Telemundo and NBC, says Mark Marshall, President of Advertising and Partnerships at NBCU, in this interview with Beet.TV Given the streaming reach, the focus for NBCU at its Upfront is a unified, cross-platform offering called One Platform. […]

 
 

TV Ad Volumes Are Exploding: Comcast’s Nunn

The increasing ability to digitally-target linear TV ads plus the new capability to dynamically assemble those ads for individual households, when taken together, sound like super-powers. But, if they are not careful, some TV ad sellers and buyers also end up feeling the extra complexity that goes hand-in-hand feels like Kryptonite. A new thought leadership […]