As millions of households connect their TVs to the internet, the broadcasting industry is undergoing one of the biggest changes in its history. In addition to sending signals through the airwaves and cable systems, they're also pushing linear TV content through over-the-top (OTT) platforms as traditional broadcasting converges with digital streaming. "We are focused on this transition that many viewers are [...]

The next frontier in digital advertising will be using technology to predict which marketing messages are most persuasive with consumers and to deliver them at the right time. Artificial intelligence (AI) can help to personalize advertising while also protecting privacy, balancing consumer concerns with the goals of marketers who fret about the loss of third-party cookies for ad targeting. "It's not [...]

Data will redefine the value of media brands and the efficiency of media buys for marketers. To make this happen, data collaboration is essential, says Matt Spiegel, EVP of the Media Vertical at TransUnion, in this Beet.TV podcast moderated by Ashley Swartz, CEO of Furious Corp and contributor to Beet.TV. Creating a unified identity graph, and establishing "clean rooms" and interoperable [...]

LONDON - The growing number of media channels, especially over-the-top platforms that are gaining viewers, has helped to drive demand for data about media spending. Meanwhile, more advertisers are buying media through programmatic platforms despite concerns about transparency. "The biggest challenge is the rapid morphing of all media into the programmatic ecosystem, whether it's traditional broadcast, print or out-of-home," Nicolas Grand, [...]

Advanced TV technology continues to evolve as advertisers seek improved ad targeting to reach the growing number of households that are connecting their TVs directly to the internet. Measuring that audience is a priority for media buyers like Andy Fisher, head of Merkury Advanced TV at marketing agency Merkle. In this interview with Beet.TV, Fisher describes how the TV landscape is [...]

The shift in viewing habits from linear TV to newer digital video platforms has challenged major advertisers to achieve the same kind of reach they could expect in past years. The availability of more data sources about consumers is helping marketers and their media buyers to improve their targeting and avoid duplication among different platforms. "Convergence is really about the broadcast [...]

As consumers spend more time with connected devices like smart TVs and mobile phones, advertisers have more ways to reach audiences through over-the-top (OTT) channels. The pandemic led people to spend more time watching streamed video, including platforms that sell ad inventory in pods. "It's become increasingly clear that OTT has taken center stage both with consumers and within our industry," [...]

The global pandemic has made people more aware of taking steps to protect their personal health, even as it has challenged healthcare marketers to reach patients and medical professionals. Those marketers have an important role in helping to educate people about the availability of vaccines, and to address concerns about safety. "We have a population of 70% of Americans that want [...]

The brand suitability sector has been built around "defense" - providing safety to brand marketers.  This has changed as  the tools of brand suitability are being used in "offense," making  advertising more efficient, says Brian Atwood, who has joined Pixability as CRO. Pixablity provides brand suitability tools for marketers buying on YouTube.  The scope of the platforms covered by the company [...]

The media marketplace has become much more fragmented as media and technology companies launch digital video services to lure viewership on connected devices like smart TVs and mobile phones. As advertisers shift their media spending to those streaming channels, pricing data have become more crucial for a functioning marketplace. "We're coming out of 2020, where there was actually a tremendous shifting [...]

For over 50 years,  Mediaocean, formerly known as Donavan Data Systems, has been  the software solution of choice for both TV advertisers and sellers., powering ad management, inventory and billing. With the acquisition of 4C last  year, Mediaocean has become a cross platform player, expanding beyond its roots to planning, optimization and measurement. These are some of the conversations in this podcast [...]

Advertisers have more ways to buy commercial time as media owners open up their connected TV inventories to automated auctions. ViacomCBS, whose media brands include CBS, MTV, BET, Nickelodeon, Comedy Central and Paramount, has expanded its range of programmatic offerings as ad-serving technology grows more sophisticated. "Programmatic at ViacomCBS right now is a number of different transaction types," Leo O'Connor, senior [...]

Connected TV is a medium that promises personalized and interactive ads - but, in 2021, new privacy laws, viewer identification challenges and connecting the ecosystem will provide challenges. That is the view of Adam Gilbert, head of partnerships at media agency Initiative. In this video interview with Beet.TV, Gilbert, whose team has accounts including Salesforce, Citrix, Arby's and Boeing, explains what the [...]

Television advertisers are seeking the same kind of audience targeting features they've grown to expect among digital channels, a demand that will help to support the growth of addressable advertising on national TV. Measuring the effectiveness of those campaigns will be a key part of the next stage of linear TV's evolution. "A lot of what's happened in the last few [...]

Advertisers in the healthcare and drug industries have more tools to reach medical professionals and their patients as the media landscape evolves. Viewers are watching video content on multiple devices, including digital platforms that are selling more of their advertising inventory through automated auctions. "The fastest change in the programmatic space has been on the healthcare professional side," Jacob Lustig, vice [...]

The television advertising marketplace is undergoing a major shift as marketers seek to reach audiences who are watching more video on internet-connected devices. The digital transformation makes ad servers a fundamental part of the way video publishers help those marketers get seen by viewers. "For publishers, ad serving is the foundation of a tech stack. It's where you're going to decide [...]

Proper frequency management and the introduction of interactive, personalized ad experiences are are among the key elements essential for the success of advertising in converged TV, says Joanna O'Connell, VP and Principal Analyst at Forrester Research in this #BeetCast podcast. The session is guest hosted by industry consultant and advisor Jon Watts. O'Connell  points to important innovations including Hulu's pause ads and [...]

Millions of U.S. households are hooking up their TVs directly to the internet, opening a pathway for advertisers to reach them through the growing number of video streaming services. As consumers split their viewing time among those digital channels and more traditional linear TV, marketers are adapting their media strategies to reach them. Cadillac, the luxury car brand owned by General [...]

The absence of live sports during the onset of the pandemic challenged sports leagues and broadcasters to provide programming that partly filled the void. For Disney's ESPN, that meant getting creative with its approach to providing everything from documentaries like "The Last Dance" about NBA legend Michael Jordan and the Chicago Bulls to reformatting events like the NFL Draft. "This experience [...]

Audiences can access a wider variety of content on digital platforms and gain more control over the viewing experience as they connect their TVs directly to the internet. That change in viewing habits creates a win-win situation for viewers and the marketers that seek to reach them. "For viewers right now, it's the Golden Age of Television," Mike Reidy, senior vice [...]