Dentsu's veteran 360i agency may have specialist chops in search marketing - but that doesn't mean the lessons from search can't be applied to other growth channels. In this video interview, Doug Rozen, 360i Chief Media Officer, says that video no longer has to be used as a top-of-funnel, brand-building channel. Rather, he says, it can be measured accurately and support performance [...]

LOS  ANGELES  -  Despite historically being sold by manual insertion order, ad buyers are now flocking to the programmatic, or automated, sale of inventory. That is according to major-network exec who says buyers are encouraged by technology that puts guide rails and control around the technology. In this video interview with Beet.TV, Abbie Reichner, Programmatic Product Lead, Fox, describes the uptick - [...]

It’s never been a good idea to overlook the value of local media when it comes to popularity with audiences and magnetism for ad buyers and it’s proving to be even more significant after the onset of COVID-19. In this video interview with Beet.TV, Angela Steele, Carat USA CEO, says the pandemic has driven up local media consumption and, with it, [...]

Marketers, publishers and advertising technology companies have sought ways to wean themselves off third-party cookies as makers of web browsers, especially Apple and Google, end support for the audience tracking technology. While consumers are mindful of privacy, they're likely to miss a technology that provides many conveniences for people as they use the internet. "We'll look back two years from now, [...]

Pay-per-performance is an idea that's gaining traction among buyers and sellers of media who increasingly talk about a “common currency” that helps to unify audience valuations for traditional channels like linear television with newer digital platforms. For station owners like Sinclair Broadcast Group, which covers about 40% of U.S. households, a common currency is significant in providing comparisons with its [...]

Thus far, it has helped harmonize how TV networks define their respective audience segments for use by ad buyers. Now the JV that is OpenAP wants to start piecing together viewers themselves. OpenAP's first act was all about semantics - unifying how the networks described attributes they make available for data-driven buying. In this video interview with Beet.TV, Ed Davis, OpenAP Chief Product [...]

As healthcare advertisers shift their media buying into programmatic channels, they have an opportunity to reach targeted audiences at scale among a wide variety of digital video platforms. Those platforms are working to accommodate those advertisers, including drug makers that are required to provide product claim disclosures in video spots, extending their length. "That gets more handholding and more attention to [...]

While the media industry's enthusiasm for addressable TV is building, it will remain a relatively small part of the TV advertising pie, says Dave Morgan, CEO and Founder of Simulmedia in this podcast. This episode of the BeetCast is hosted by Ashley Swartz, CEO and founder of Furious Corp and a longtime Beet.TV contributor. Linear TV provides the reach and value that [...]

2020 was a difficult year for many companies. But it may also end up being a year when those that were able to invest in marketing created a new foothold that catapulted them toward growth. VAB, an insights-driven organization dedicated to answering marketers’ toughest questions, says it pulled a century of economic data and found one key finding - investment in [...]

In the last couple of years, most of the noise about digital ad targeting has been made at the intersection of two channels - video and mobile. But the growth in streaming audio consumption, coupled with the capabilities it affords, is drawing new advertiser interest, reinvigorating an old format. In this video interview with Beet.TV, David Wiesenfeld, Tru Optik Chief Strategist, explains [...]

TV commercials may often seem like they are full of ads for traditional mainstay brands. But TV is now a medium that can drive results even for upstarts, according to a new piece of research. The Halo Effect, a report from VAB and Comcast Advertising's Effectv, examined direct-to-consumer (D2C) and 50 other brands to discover the effectiveness of launching a TV ad [...]

One of the great promises of connected TV advertising - delivering personalized messages to individual viewer or households. But, before it can get there, the technology will have to overcome in-built identity-tracking deficiencies at a time when some of the digital ad industry's foremost identity technologies are disappearing. In this video interview with Beet.TV, Jessica Hogue, Innovid GM for Measurement & Analytics, [...]

With so many media measurement solutions in the marketplace, how could there possibly be room for another? Because few of them manage to bring together a consumer's entire consumption in a unified system, according to Joanna Drews. Drews is the CEO and co-founder of HyphaMetrics, a new measurement solution provider she says will offer a wide view of consumption from getting user [...]

The company aiming to use blockchain technology to improve the advertising supply chain is itself hoping to add further links to its chain. Blockgraph is a JV of Comcast, ViacomCBS and Charter’s Spectrum Reach that uses the technology behind Bitcoin to enable privacy-compliant sharing of digital ad transaction and effectiveness data between partners. Now it is broadening its partner base from broadcasters [...]

This year's elections brought record levels of spending on campaigns, with the Center for Responsive Politics raising its estimates of a final tally to more than $14 billion from $11 billion only a few weeks before. It's still too early to tell how much of that amount went into television ads, but there's little doubt that spending hit records. Like many [...]

CHICAGO - The new ways in which audience identity are having to factor in advertisers' playbook will prompt ad buyers to take on new duties that previously were handled for them. That is the view of one agency executive who sees the key theme of 2021 being all about filling the identity gap. In this video interview with Beet.TV, Starcom SVP Director, Solutions [...]

The coronavirus pandemic has raised public awareness about health issues, but it also presented many challenges to marketers of health-related products and services. With many doctor's offices closed down temporarily earlier this year, healthcare marketers had to find other ways to communicate with physicians and their patients. "A lot of our clients have millions of dollars invested in point-of-care advertising that [...]

"Reach people as they cook, study, travel, work out, stream what they love." That is Spotify's sale pitch to advertisers. The music and podcast service clocked 185 million monthly active users supported by advertising in Q3 2020 - 31% up on the prior year - as it made €185 million from advertising,  equating to a dollar in advertising revenue per user. The [...]

FORT WORTH  -  Connected TV has the ability to target TV ads at the household level - but, because households in a given area are often similar, often what that means is that ad buyers target local areas by proxy. That is reigniting the practice of local ad sales, even for national brands that, previously, were not big buyers of local [...]

Live sports are ready to make a comeback after the pandemic led to the biggest interruption in fan attendance since World War II. As vaccine researchers report surprisingly good results from recent tests, many people next year are more likely to seek things they had shunned, including sporting events, concerts, theaters, airlines, restaurants and stores. Next year will bring the return [...]