The major shift in people’s television viewing habits between traditional linear television and streaming video has challenged advertisers and media companies to measure that activity more accurately. Marketers are demanding metrics that help them to avoid oversaturating some media channels while neglecting others. “It's clear that advertisers are having a problem seeing this in their measurement. It feels like a measurement [...]

The introduction of the smartphone extended the time that many consumers spend with media throughout the day. Still, advertisers have only so many moments to get people’s attention as they divide their time among a wider variety of media channels. Marketers also have more tools to help understand the quality and quantity of attention. “The excitement and the energy around attention [...]

DSP or SSP? Your choice of ad-tech software is dictated by your position in the marketplace. But some people think there is much to be gained by having sight of both sides. In this video interview with Beet.TV, Kenneth Suh, Chief Strategy Officer, Unruly, explains why. Combatting confusion Unruly is a supply-side advertising platform (SSP) acquired by Tremor International from News Corp in 2020. But Tremor also [...]

UPDATE (February 7, 2022): TVSquared announced it has signed a deal to be acquired for $160 million by Innovid, which raised money by going public in December. The pair say the deal creates "a new currency-grade standard for cross-platform measurement, powered by the scale and automation of an independent global ad server". With TVSquared CEO and founder Calum Smeaton stepping down, TVSquared president [...]

CHICAGO - The growth of the influencer industry is a sign of how people can emerge from obscurity to become celebrities almost overnight on global social media platforms. Whether it’s teenage girl Charli D’Amelio, the most followed person on TikTok, or Khaby Lame, who amassed a mass audience with his parodies of life hack videos on the social video app, [...]

The audiences for ad-free streaming services like Netflix and Disney+ have coincided with significant investments in content. That programming includes scripted shows that generate buzz and win awards, but are expensive to produce. “We continue to think that viewing of professional video is going to roughly relate to spending on content,” Brian Wieser, global president of business intelligence at GroupM, a [...]

Livestreamed shopping videos that let viewers buy products in real time are becoming more popular as the ecommerce marketplace continues to evolve. Social media companies including Twitter are developing more tools to help merchants create a shopping livestream to convert viewers into paying customers. “Looking at the market overall, commerce on mobile is actually expected to double by the year 2025,” [...]

Consumers have more ways than ever before to get news, information and entertainment, challenging marketers to stand out with their latest advertising campaigns. The pandemic added to this transformation of the media marketplace as millions of people spent more time at home, connecting with the outside world through television, computer and mobile screens. Media consumption behaviors changed in unexpected ways that [...]

In a fast-moving business world, companies are challenged not only to most effectively execute a media strategy but also to do the right thing. Stephanie Dorman wants to help them do both. In this video interview with Beet.TV, the chief customer officer at Mediaocean says brands and agencies are searching for answers to some big problems. Challenges "The conversations that we're having from an [...]

LONDON - Discovery is preparing to launch a new way for ad buyers to measure audiences for all its content, even when it starts with views through third-party linear distributors. The TV company says some of its UK content is shown through Sky and Channel 4. In this video interview with Beet.TV, Katie Coteman, VP, Advertising & Partnerships, Discovery, says a new initiative [...]

In the modern world of ad targeting, it seems every vendor, buyer and publishers is focused on audience "identity". But, with so many organizations offering "identity" services, what does it all mean? In this video interview with Beet.TV, Matt Spiegel, EVP, Marketing Solutions, Head of Media Vertical, TransUnion, argues that sales pitch has become "too generic". Getting specific "The word 'identity' is becoming a [...]

Once upon a time, it was the dumb box in the corner of the room. Now, thanks to digitization and internet connection, the humble TV is collecting vast quantities of audience data, usable for ad targeting. In this panel discussion, three executives at the coalface of the quest for TV ad data tell Beet.TV editorial advisor Jon Watts how they see the [...]

Wendy’s has carved out a distinct personality on social network Twitter, dishing out caustic wit along with the latest news about the burger chain’s new menu items or promotional offers. That content helped Wendy’s to become one of the most followed brands on social media, but it’s still only one part of its broader strategy to engage consumers. “We need to [...]

Social networks solidified their role as digital lifelines for millions of people when they were stuck at home during pandemic lockdowns. That dynamic included LinkedIn, the professional networking platform that Microsoft acquired five years ago. “We've seen communities come together in ways that we've never witnessed before. The community bonds have strengthened around the world,” Illianna Acosta, channel sales manager for [...]

Marketers have sought to improve their audience targeting in such a way that viewers welcome advertising as much as quality content. Ad personalization vies with consumer privacy, while advancements in technology and data analysis aim to improve the customer experience. “Technology has advanced so much that now advertising itself has become the experience,” Amy McGovern, vice president of advanced advertising solutions [...]

Ecommerce has emerged as an enticing opportunity for media companies as advertisers seek to drive engagement and business outcomes through lower parts of the purchase funnel. Livestream shopping marks the next stage in the evolution of direct-response television amid as content and commerce intermix among a wider variety of media channels. “Livestream shopping is something that is going to blow up [...]

Not so long ago, many big media buyers just wanted a "premium" audience. By and large, that meant big, mainstay media houses that could deliver a scaled audience. But, in this video interview with Beet.TV editorial adviser Jon Watts, one man at the center of the ad data revolution says "premium" has been rebooted. Data boom Andre Swanston, SVP, Media & Entertainment Vertical, TransUnion, [...]

In this week's BeetCast podcast, we are publishing the sound tracks some of the most compelling conversations in recent days.  During CES week, we spoke with many leaders in our industry.  Here are three which we find particularly compelling. *Catherine Sullivan is CEO of PHD US, a unit of Omnicom Media Group. She speaks to the imperative for marketers to weave [...]

As much as marketers want to reach target audiences, they also want their advertising to appear within brand-safe content that engages viewers. Contextual advertising has regained some of its former luster as audience-buying strategies face greater challenges. “Over recent years, you've seen a real focus on audience buying, and there has been a shift where context has become more and more [...]

Marketers will increase their spending on social media advertising by more than 21% this year, Dentsu forecast this week. The agency said ecommerce will be an important driver of this growth as brands seek sales conversions directly within social media apps. Twitter is among the social media platforms that seek to prolong consumer engagement with more video content including live shopping. [...]