Local news programming this year has seen strong viewership growth as audiences seek the latest information about the pandemic. For advertisers seeking to convert viewers into new customers -- especially as their buying habits change dramatically — local news also provides more concise targeting for both regional and national brands. "We found that a lot of the marketers took advantage of [...]

PALO ALTO -  Connected TV is booming, offering advertisers powers like household targeting, geo-targeting frequency-capping. But, where automated systems book the ads, there is also a risk of creative ending up in undesirable positions. That is why ad server vendors like Publica are working to introduce optimizations. In this video interview with Beet.TV, Ben Antier, Co-Founder, Chief Product and Operations Officer, Publica, explains [...]

Millions of U.S. households are connecting their TVs directly to the internet as on-demand video services supplement or replace their cable and satellite subscriptions. To reach those consumers, marketers are dedicating a bigger portion of their media budgets to over-the-top (OTT) and connected TV (CTV) platforms, making verification and viewability metrics more important. "We're seeing an increased role for CTV in [...]

Television and digital media are colliding in the shape of internet-connected TV. For advertisers, that presents the opportunity for enhanced targeting and greater control. But, across the industry, people are learning what works and establishing what CTV should cost. In this video interview with Beet.TV, Lee Doyle of the NitroC agency paints a picture of an evolving medium. What's working? Given limitations in CTV's feature [...]

One of the world's biggest media-buying agencies is rapidly increasingly its spending on connected TV ads for clients. But GroupM is still kicking the tyres of a burgeoning range of suppliers. In this video interview with Beet.TV, Matt Sweeney, chief investment officer for GroupM US, describes spending trends and his wishlist for platforms. Growing spend "We're increasingly spending and investing more and more dollars [...]

PHOENIX - With election campaign ads flooded the TV airwaves, some other TV advertisers are turning to connected TV to get their message across. More than $1 billion has now been spent on TV ads for the 2020 presidential election in just 13 states. In this video interview with Beet.TV, James Moore, CRO of ad-tech supplier Simpli.fi, says that is prompting other [...]

Can a "GRP" transform into a "CTR"? The evolution of TV metrics may not be so, well, linear - but Nicolle Pangis believes that television must quickly learn to speak digital's language if it is to truly benefit from the connected TV opportunity. Pangis is CEO of Ampersand - the initiative of Comcast, Cox and Charter designed to make the buying [...]

The sale of ads in connected TV environments has reached an "inflection point" because recent advances in software are allowing TV publishers to exert more control and reap more efficiency from the channel. That is according to one executive in the box seat for the connected TV revolution. "We are now seeing supply that's available to be monetized in CTV, exceeding or [...]

WEST CORNWALL, CT - For advertisers, it offers the best of both - the impact of television and a smidgen of the targetability of digital. But how is connected TV shaping up, and what will it look like in the next few years? In this video interview with Beet.TV, Rob Norman, a veteran GroupM executive who is also on the board of [...]

LONDON - Even more fragmented, but more cooperative - that's how the connected TV (CTV) advertising landscape looks in Europe compared to the US, according to one man who leads European CTV operators for a major ad-tech supplier. If you thought the US CTV environment was fragmented, the European marketplace - marked by a host of nation states as well as [...]

JoAnna Foyle is getting pretty good at playing whack-a-mole. As soon as a brand safety problem emerges on a new digital media platform, Foyle's company helps improve the situation. OpenSlate, of which Foyle is chief operating officer, had already rolled out a service helping bring brand safety to YouTube and Facebook. Earlier this month, it also struck a partnership with TikTok to [...]

The connected TV future may seem as clean and effortless as digital media - but that often masks the reality that the channel is sometimes more "programmanual" than "programmatic". That's a problem for several reasons - but a new one has just come to light. After speaking with NBCU, AdExchanger reported: "When Peacock first launched, it was forced to reject about 40% [...]

Local TV advertising is getting more sophisticated with the development of technologies to help media buyers with their decision-making. That development is part of the broader convergence of traditional linear TV with various digital platforms that are gaining great consumer acceptance. Advertising agencies are responding to this convergence by combining the expertise of their broadcast and digital buying teams that in [...]

Improved measurement of addressable advertising will underpin its growth as marketers and programmers have more tools to determine its effectiveness and hone their strategies in a cross-platform environment. Making those platforms more comparable is a key goal as TV audiences grow more fragmented among a growing number of choices among linear and over-the-top (OTT) channels. "Consumption truly is going cross-platform in [...]

Nielsen is almost ready for a full commercial launch of the targeted-buying solution it has been beta-testing with several TV networks, after striking a data partnership with newly-acquired Tru Optik. Nielsen recently began working with seven US TV networks to beta-test addressable advertising technology for linear TV. Then Univision joined A+E Networks, AMC Networks, ViacomCBS, Discovery, Fox, NBCUniversal and WarnerMedia. In this [...]

LONDON -- Contextual ad targeting is emerging as an antidote to the narrowing playing field for ad targeting technologies - but what if "context" is not what you think? GDPR, CCPA, the deprecation of third-party cookies and new limits placed on certain mobile ad identifiers are sunsetting the age of audience hyper-targeting. Now many people are pinning their hopes on contextual ad [...]

Election Day is fast approaching, and people are starting to pay more attention to politics. Since the beginning of the year, the most likely voters have grown more dependent on televised political advertising to help form an opinion about candidates and key issues like the coronavirus pandemic and the economy. Among those voters who are paying more attention are independents who [...]

LOS ANGELES - Tracking cross-platform viewership to ensure that advertising reaches its intended audience has become much more sophisticated as marketers, agencies, media outlets and measurement companies combine their consumer data in various ways. The goal is to create a "common currency" that helps to unify the measurement of audience exposure among traditional channels like linear television and newer digital [...]

The trend was already alight - but COVID-19 poured on gasoline. Increasingly, advertisers don't want to commit to big upfront TV ad buyers - they want to be more responsive than that. In this video interview with Beet.TV, Michael Levine, Pivotal Research's senior analyst for internet and media, says demand-side platforms (DSPs), software for buying digital ads, is helping them do [...]

Marketers are on the verge of expanding their addressable advertising efforts nationwide as cable TV companies work together to provide greater reach. Instead of being confined to two minutes an hour in local markets, addressable advertising inventory is expanding to 14 minutes among more households served by multichannel video programming distributors (MVPDs). "The goal is to enable them to identify specific [...]