At this point in the evolution of online video and connected TV advertising, many people have heard of dynamic creative optimization (DCO), or dynamic versioning - the practice of creating different permutations of ads from a a library of raw creative elements. But, whilst many of the methods for achieving DCO rely on simple rules laid down by marketers, what if [...]

As the TV upfront sales season enters its final week, advertisers are seeking more flexibility with their media spending amid ongoing shifts in viewing habits. Mars, the confectioner whose brands include M&M's, Milky Way and Snickers, is keeping a close eye on those trends as traditional linear TV becomes a smaller part of the media mix. "The upfront as a whole [...]

The shift in viewership from linear TV to streaming video has transformed the way advertisers seek to reach target audiences. Data-driven targeting strategies have become more prominent as consumers spend more time with digital media. "TV has completely changed. We've been trapped in our houses and watching a lot more of it, but at the same time, a lot of the [...]

YouTube is now the most-watched living-room digital video platform in the US after Netflix, according to Nielsen. So why aren't advertisers taking it more seriously when it comes to developing a connected TV advertising plan? In this video interview with Beet.TV, media agency Essence's Mike Fisher explains the value of YouTube. Shifting viewing "Within the last couple of years, we found YouTube really becoming [...]

Speed is a critical part of measuring the outcomes of healthcare advertising, helping marketers and their agencies to better optimize their campaigns for key performance indicators (KPIs). As an operator of a demand-side platform (DSP) for healthcare marketers, DeepIntent provides information that's more quickly actionable. "Agencies will get a PowerPoint or some information a month out, or even a quarter out, [...]

The variety of programming on streaming services not only gives viewers more choices, but also helps advertisers to reach more targeted audience segments. For Tubi, the ad-supported video on demand (AVOD) service owned by Fox Corp., the goal is to keep expanding its audience for its vast library of content and original programming. "So much of viewership is about microtargeting — [...]

LONDON - Cannes Lions, the most anticipated and consequential advertising and media gathering, has been forced to be  virtual for another year. But this year's offering will be much more robust, explains Philip Thomas, CEO of Cannes Lions and head of the events business at Ascential. The biggest change is that the Lions, the awards themselves, will be back after a two [...]

Apple may have alarmed the ad industry about declining ability to target users by turning its IDFA (Identifier for Advertisers) opt-in and app-specific. But what if other clues about smartphone usage could continue giving advertisers valuable signals about users' identity? In this video interview with Beet.TV, Aziz Rahim, CEO of ad-tech software provider Sabio and App Science, says alternatives could continue to [...]

Connected TV systems offer advertisers a way to reach individual households and go beyond traditional linear delivery. That's the theory. The reality is that connected TV (CTV) ad buying has far from overcome traditional TV ad buying yet. In this video interview with Beet.TV, Jay Askinasi, Chief Growth Officer, Publicis Groupe United States, describes how CTV is settling down in ad agencies' [...]

CHICAGO - The increasingly complex world of advanced, targeted TV advertising may settle down into an accepted norm of multiple standards, buying channels and viewer identity profiles - as long as there are sufficient connectors to translate between each of them. In the latest move, OpenID, the US TV network consortium, is launching its own such identity system. In this video interview [...]

BOSTON - Marketers seeking to reach a mass audience often describe connected TV (CTV) as a way to reach an incremental group of consumers who don't want watch traditional linear TV. However, CTV provides advantages for brands that seek more targeted audiences and want to tell a more complete brand story. For Saucony, the sportswear brand owned by Wolverine World Wide, [...]

Very happy to welcome to the podcast Lance Neuhauser, a visionary leader and a great guy. Lance has a fascinating background as a veteran media agency executive at Omnicom and in recent years, as a pioneering entrepreneur. He is the co-founder of 4C Insights.  Last year,  the company was sold to Mediaocean where he now serves as president. Why the name 4C?  Lance [...]

Television viewing habits are undergoing a significant shift as younger consumers gravitate toward newer digital platforms while older generations show greater loyalty to linear TV. Amid these trends, the advertising market is being shaped by the demands of disruptor direct-to-consumer (DTC) brands that seek to generate sales even as they raise brand awareness. "Those three things are creating very different dialogue [...]

LOS ANGELES  - A lot can change in a year. A year ago, as the pandemic bedded in, ad buyers were holding on to their money, pushing it down the marketing funnel and calling for a delay to the upfronts, the traditional annual season in which TV and video networks pitch for advance ad spending commitments. Fast-forward to May 2021 and, whilst [...]

Addressable advertising that lets marketers reach different households with different ads on linear TV is set to grow as technical hurdles are overcome. Video ad management platform Beachfront is at the forefront of enabling addressability as part of Project OAR, the industry consortium led by smart-TV maker Vizio. Beachfront recently completed a pilot program to deliver addressable TV ads among local [...]

QR must have had one of the longest gestation periods of any technology. Started in Japan in the mid-nineties, they were initially popular with the countries NTT DoCoMo mobile carrier, but then never quite took off until they were baked into the cameras of iOS and Android. Recently, however, practices like contactless ordering from restaurant menus have seen QR codes become even [...]

The emerging world of connected TV (CTV) advertising often seems to create as many challenges as it does opportunities. Case in point - the ability to target ads in CTV also creates new management tasks around the traditional TV ad "pod". That is according to one seasoned video ad-tech exec. In this video interview with Beet.TV,  Mike Baker, who co-founded dataxu and [...]

Advertisers have aspired to find a more holistic view of how people consume media, which has grown more complicated as they divide their time among linear TV, connected TV (CTV) and digital platforms. The demand for unification competes with the need to specialize amid the fragmentation of media channels. "The 'muscle memory' issue is prevalent with all of us. It's obviously [...]

As more people connect their TVs to the internet, marketers are seeking ways to reach consumers among the growing number of streaming services that carry advertising. Streaming-device maker Roku this year highlighted five offerings at the NewFronts as it emphasized the idea that traditional linear TV is in decline. "TV should start with TV streaming, and TV should start with Roku," [...]

YouTube today will host its yearly Brandcast showcase of its advertising products and creators as part of the Interactive Advertising Bureau's NewFront sales presentations. The event is especially significant for the video-sharing platform, which is owned by search giant Google, as consumers spend more time watching YouTube on connected devices including smart TVs. Among the leading over-the-top (OTT) streaming services, YouTube [...]