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. [...]

Imagine a world in which advertisers only paid for TV ads if they actually generated the expected returns. That is the world LG Ads is now joining, as the unit launches a range of guaranteed, outcome-based ad offerings for 20 million US connected TV sets, mobile and web. In this video interview with Beet.TV, LG Ads' Serge Matta explains why it is [...]

A few years after P&G's marketing chief called for a massive clean-up of the advertising ecosystem, how is the multi-national; company faring? In this video interview with Zach Leonard for Beet.TV, the company's senior director of global brand building and media innovation, Eric Austin, explains his approach. Guiding lights He has "three guiding principles" for how the company approaches the topic... Explicit consent. [...]

Technology will keep changing the way marketers tell stories about their brands as they seek to engage consumers on digital platforms. Social commerce, metaverses and blockchain systems are three trends whose importance will become more apparent throughout 2022. “Social commerce is one of these massively growing areas of both engagement and brand interest, and we've seen that increase throughout the pandemic,” [...]

LONDON - Key players in UK commercial TV are gearing up to adopt NBCUniversal's CFlight currency metric for cross-platform advertising. Sky, ITV and Channel 4 will each adopt the standard. In this video interview with Beet.TV, Olivia Abraham, VP, Commercial Accounts, The Addressable Platform, ITV, explains why it is so important. Total-TV view "The industry keenly awaits the launch this year. There's a huge [...]

Roku had the ad space, now it has the ability to fill them. It is 10 months since the TV platform launched Roku Brand, Studio, a team helping produce new creative ad formats and programming tailored to the device. In this video interview with Beet.TV, Roku's Rachel Helfman explains how it is going. New-screen content "It was built to go beyond the 30-second (ad) [...]

Brand storytelling is evolving as marketers engage consumers through a wider variety of media channels. Those engagements offer a richer set of data signals to help advertisers improve the performance of their campaigns throughout every stage of the purchase funnel. “We've been pushing very hard with our clients at PHD that brand and performance needs to go hand-in-hand and shouldn't be [...]

It may be in the earliest throes of creation, but Meta is already hoping to entice brands and ad buyers into the metaverse. The rebooted Facebook owner's agency relations team is already warming up the ad community. In this video interview with Beet.TV, Jason Dailey, director, head of agency at Meta, explains a three-staged evolution toward the metaverse, and urges brands to [...]

Millions of consumers are dividing their time spent with media among a wider range of devices and platforms. That behavior has challenged media buyers and sellers to quantify the reach, frequency and other indicators of advertising’s effect on business outcomes for marketers. ViacomCBS, whose media brands include channels such as CBS, MTV and Nickelodeon (along with streaming outlets such as Paramount+ [...]

For Mediaocean, 2022 may have started with the cancellation of its planned big events at Consumer Electronics Show in Las Vegas. But, after quickly pivoting to digital delivery, the company is forecasting ad buyers, too, will be leaning into new channels. In this video interview with Beet.TV, Mediaocean chief marketing officer Aaron Goldman explains what ad industry indicators are saying. CTV growth forecast Mediaocean [...]

OTT, CTV, SVOD, FAST - whichever acronym you care to use, there's no escaping the fact that each is just another variant for the same thing, television. For all the industry's contortions to make the new TV ad infrastructure work, the end result - TV ads - looks an awful lot like the old world from a consumer point of view. Soon, [...]

The rapid shift in people’s television viewing habits in the past couple of years has escalated demands for more accurate measurement of that activity. Marketers and media companies seek an advertising currency to set a value for viewership of traditional linear television and newer streaming services. “The investment behind linear still remains quite high compared to where consumer viewership is actually [...]

During this past CES, GroupM released its annual consumer survey on attitudes towards technology. The results were decidedly mixed, marked by increased concern about sharing personal data, declining interest in buying the latest tech products sooner rather than later, and greater numbers of people confused by technology and its promises overall, the report noted. In this week's podcast, we spoke with Brian [...]

One of the ad industry's great soothsayers expects digital spending to be the ad industry's major driver in 2022, as economic growth tails off. But Sir Martin Sorrell thinks the industry could be growing faster if companies got their marketing data fit for purpose. Former WPP CEO Sorrell's S4 Capital this month completed its latest M&A activity, merging its Media.Monks with 4 [...]

The ongoing fragmentation of the media marketplace has given brands more ways to engage with target customers among a wider variety of platforms and channels. Providing those consumers with a consistent experience among those outlets is a key priority for brands as they develop a cross-platform strategy. “We see so many marketers really taking on that challenge to think more about [...]

Marketers that seek to reach target audiences and gauge the performance of their advertising have a variety of data tools to gain a better understanding of consumers. Audience engagement is a key indicator of their actual behaviors, though marketers also can glean insights from multiple sources of data. “It’s not one dataset across the entire ecosystem. It’s really a series of [...]

The last few years of connected TV growth may have been marked by an explosion in subscription VOD consumption. But the rise of ad-supported streaming (AVOD) options also opens the door for consumers looking for lower-cost options. In this video interview with Beet.TV, Darren Sherriff, VP, Advertising Technology Solutions, Fox Networks Group, says that means an opportunity for advertisers to reach a [...]

Brands face greater challenges in reaching consumers who are either constantly bombarded with advertising or who spend more time with ad-free streaming services like Netflix and Disney+. Amid the efforts to gain the limited attention of viewers, brand storytelling has significant value. “We have to earn the respect and the intention and the engagement and ultimately the action on behalf of [...]