Buyers and sellers of media increasingly talk about a "common currency" that helps to unify the measurement of audience exposure among traditional channels like linear television and newer digital platforms. Metrics that make comparisons of ad impressions more meaningful are becoming a reality, helping to support the ongoing growth in addressable advertising. "TV as we know it will never be the [...]

Location-based marketing has been considered a powerful way for advertisers to reach target customers when they're most ready to make a purchase. With advancements in mobile technology, marketers can use a tactic called "geofencing" to beam content or messaging at people within a specific geographic area. With geofencing, marketers can run "conquesting" campaigns to steer consumers away from the locations of [...]

It is a young medium with so much potential - but connected TV still needs to develop a set of new skills if it is going to satisfy advertisers getting excited about the opportunities. Emarketer previously forecast US connected TV ad spend would hit $14.14 billion by 2023, 4.7% of the total. It brings new powers like targeting individual households and frequency-capping [...]

WASHINGTON, DC -  U.S. election campaigners have upped their spend on TV ads through over-the-top (OTT) and connected TV (CTV) channels by 900% since April, according to one platform through which they are buying. SpotX says the elections for president, House Of Representatives and Senate is a watershed for the channels. Previous elections have been called, if crudely, "the first internet election" [...]

Addressable advertising is becoming a reality as providers of TV programming work with cable and satellite TV companies to develop standards for audience measurement and media attribution. With improved targeting of audiences, advertisers can expect to see quantifiable results including business outcomes in the next few years. Discovery Communications, whose network brands include Discovery Channel, HGTV, Food Network and TLC, is [...]

Suddenly, whether an ad impression was viewable on-screen is table stakes. In the new world, the emerging medium of over-the-top TV is going to need to convince marketers that their ad was truly effective. That's the view of one ad agency leader charged with plotting the course to the OTT future. In this video interview with Beet.TV, Mike Fisher, Essence VP of Advanced TV [...]

Addressable advertising promises to let marketers reach different households as they watch the same TV program. After years of developing the technology and common measurement standards, cable operators are preparing to expand their addressable advertising offerings in the next year. "Addressable advertising at scale is here. We're actively working to on-board programmers for some early-stage activity both in the linear space [...]

KENT, UK - Internet-enabled television advertising may be big in the US, but it's not confined there. TV may be considered significantly more trustworthy as an advertising medium, but it's future is not pre-destined to be the same. In this video interview with Beet.TV, Lauren Tiley, DoubleVerify Senior Director, Strategic Client Partners, says that connected TV is growing - and with that growth comes [...]

Advertising stands to be rebooted by advances in artificial intelligence - but the industry must re-learn practices to embrace the power of machine learning. That's the view of Jeremy Hlavacek, chief revenue officer of IBM Watson Advertising. The division of IBM leverages the company's Watson intelligence engine on advertising use cases. In this video interview with Beet.TV, Hlavacek explains how AI could make a [...]

Why is L'Oreal interested in connected TV marketing? Because it's worth it. But that doesn't mean the beauty brand thinks the internet-enabled TV ad opportunity is unblemished yet. In this video interview with Beet.TV, L'Oreal's SVP and head of media, Shenan Reed, a media agency veteran, opens up on how the company is navigating the opportunities and challenges opening up in a [...]

The measurement of TV is in disarray, as audience behavior change accelerates and traditional firms struggle to catch up. That is according to a man who has just leaped from helping big TV distributors sell digital ads to helping advertisers analyze and optimize new-wave TV ad spending. "COVID's accelerated the fragmentation of audiences - and I think that really, really forces a [...]

Samsung Ads, the advanced TV advertising unit of the consumer electronics giant, recently launched a self-serve demand-side platform to give advertisers and their agencies more flexibility in their media buying. Samsung DSP gives programmatic buyers access to proprietary data, audiences and inventory for 45 million U.S. households, letting manage reach and frequency for video campaigns on linear TV, connected TV (CTV), [...]

Marc's father was Mexican, adopted by a man named Pritchard, giving Marc a caucasian identity. This provided him with opportunities not impacted by discrimination. His father was an activist among migrant Mexican farm workers in Colorado.  Marc said the profound effects of seeing how migrant farmer workers lived has had a lifelong impact on him,  he tells Beet.TV in this video [...]

Election Day is less than a month away, making it crucial for political campaigns to reach voters in hotly contested states and districts that have an outsized effect on the results. Targeting the 10% of U.S. households with undecided voters requires data and analytics, which have become much more reliable in this election cycle. "The political ad community is starting to [...]

The "omnichannel utopia" is a place where buyers and sellers of media can agreeably determine the value of viewer attention among a growing array of content choices and delivery platforms. Advertisers face several hurdles in reaching that ideal point, but there are reasons for optimism as their media, agency and advertising technology partners work together on solutions. A key stepping stone [...]

Marketers are calling for improved cross-channel measurement of advertising to avoid wasteful media spending and to improve the consumer experience with their brands. As seen with the recent demand by Marc Pritchard, chief brand officer of consumer goods giant Procter & Gamble, that media channels become more transparent to advertisers in the next year, improved metrics are a must. Pritchard isn't alone [...]

Brands want to advertise in connected TV environments, and publishers there are eager to earn what can be higher CPMs. But, for that opportunity to reach its potential, the industry is going to have to give both parties the metrics they need to prove effectiveness. In this video interview with Beet.TV, Remove term: Matt Mclaughlin of DoubleVerify says connected TV can learn [...]

CHICAGO -  The emergence of connected TV has bifurcated viewing behavior along age lines, providing a neat segmenting opportunity for health and wellness brands. But those brands will need to do more than that to avoid marketing to off-limits audience members. That is according to healthcare media planning and buying agency Publicis Health Media. In this video interview with Beet.TV, PHM's VP, Media [...]

Snapchat got its start as a mobile app for sending photo messages that disappeared after 24 hours, and has since evolved to become a news and entertainment hub that's popular with young adults and teens. Parent company Snap is building out its video programming to give people more reasons to linger in the app, and for advertisers that seek to [...]

"Big Blue" wants to pull advertising out of the darkness. IBM isn't just operator of Watson, the AI engine being used to make advertising more efficient - it is also a big ad buyer in its own right. In this video interview with Beet.TV, Richard Brandolino, Head of Marketing Innovation and Programmatic Media at the company, explains how that confluence prompted IBM [...]