Television advertising for years has been the best way to reach mass audiences, and ongoing technological advancements are helping to refine its reach with better targeting. Addressable TV advertising is poised to grow with upgrades to the ad-delivery infrastructure and integration with audience data that will shape the marketplace in the next decade. Adam Gaynor, who this week was named vice [...]

LOS ANGELES -  TV audiences have more viewing choices than ever as technology transforms the media landscape, making measurement more challenging for advertisers. Verizon Media is taking steps to help marketers measure their omnichannel marketing efforts, most recently with the rollout of a service that provides more in-depth audience data to connect digital ads with TV viewing. Advertisers and their agencies [...]

CHICAGO -- With its sale l to TransUnion, Signal CEO Lisa Weinstein hopes the pair-up can be a "game-changer". In the deal announced on Monday, TransUnion said it is acquiring the 11-year-old company, which started as BrightTag, to advance its ability to offer consumer data and identity information to marketers. Signal's core offering was tag management, a way of managing ad trackers [...]

LONDON -- The early-pandemic kerfuffle during which many advertisers blocked news sites from their ad-buying lists using "brand safety" tools seemed to teach the industry one thing - news is actually very safe, but it isn't necessarily suitable for every brand. That's why more companies in 2020 are starting to talk, instead, about "brand suitability". But what is brand suitability, and how can advertisers [...]

LONDON -- Too many ad campaigns are ineffective and wasteful because they are not using available audience signals to better target. That's according to one ad exec who says he knows how to close the loop. "We were talking with some large agency groups over the last couple of years, and when you measure TV effectiveness, one large agency group, we're seeing [...]

Political candidates this year face a daunting task in reaching voters as the coronavirus pandemic disrupts traditional publicity efforts like rallies, conventions and stump speeches. Campaigns also must adjust to changing media consumption habits as more households cancel cable and satellite subscriptions, and connect their TVs directly to the Internet. Connected TV (CTV) has the power to reach target audiences more [...]

Marketers are asking for better proof that their digital advertising is working, but many are frustrated with the programmatic marketplace that brings together buyers and sellers of media electronically. Accountability is a top priority for marketers who seek greater transparency into the supply chain that connects them with digital media outlets, a recent study found. While 94% of marketing executives scrutinize [...]

Of all the work we've done over the past 14, years, the nearly 8,000 videos we've produced, nothing has been as consequential as our Black Lives Matter series, titled Our Voices Our Hopes.. I am grateful to Kirk McDonald and my other dear friends, along with so many new acquaintances, for having spoken so candidly and personally about what is like [...]

Music and news are the media formats to capture the day-times of a new generation of homeworkers during the COVID-19 pandemic, according to research from Nielsen. And the company thinks the reduction in commuting is driving an increased interest in local news. That may come as a relief to the many local publishers and broadcasters that have struggled to gain audience attention [...]

Streaming services now represent 25% of all US TV-viewing minutes, according to new data pulled by Nielsen. According to its Streaming Meter, a panel of almost 1,000 streaming-capable US homes, streaming's Q2 2020 share is up from the 19% it represented in Q4 2019. In all, average weekly streaming minutes are up from 81.7 billion in Q2 2019 to 142.5 billion in [...]

Television audiences have more viewing choices than ever before as media companies develop new ways to reach them on every kind of screen. For Tegna, one of the biggest owners of TV stations in the United States, the ongoing growth in media consumption is driving investments in technology. That effort includes ad-based video on demand (AVOD) services to deliver content [...]

Editor's Note:  We are republishing this highly candid, informative conversation between Mike Law and Kim Kelleher with an added introduction from Sean Cunningham, President and CEO of VAB. The VAB is partner to Beet.TV in this 12-part series.  This is one of four segments from the series we are re-publishing this month. We call this highlight series "Rewind."  Andy Plesser Technology [...]

TV audiences are watching programming on a broader variety of screens, making media buying more complex for advertisers that want to reach target audiences as they move across platforms. Mediaocean is adapting to those changes as linear TV converges with streaming platforms and social media. With the financial backing of private-equity firm Vista Equity Partners, Mediaocean has pushed forward with the [...]

OAKLAND, CA - If a tree falls in a forest and market research is not in place to observe whether audiences saw it, did it really make a sound? Across advertising, brands and buyers are getting excited about the new possibility to deliver targeted, engaging TV campaigns through internet-connected viewing screens, connected TV (CTV). But, just as every new technology seems also [...]

LAFAYETTE  CA - After rebranding from ZypMedia to ZypTV, the San Francisco-based company is planning three big initiatives: A self-service connected TV ad-buying platform for small and medium-sized ad agencies and brands. A drive to limit connected TV ad fraud. Real-time forecasting of ad inventory and audiences. Founded seven years ago, ZypMedia has until now powered local broadcast companies' digital and [...]

LOS ANGELES - TV-like advertising is starting to find a place in video games that people play on consoles like Sony PlayStation and Microsoft's Xbox as the entertainment software industry undergoes a massive shift in the way games are distributed. Pioneering the effort to put commercials into video games is Simulmedia, an advertising technology startup whose financial backers include venture capital [...]

Consumers are watching video content on a broader range of devices including smartphones, making multi-screen measurement an essential part of the growth in video advertising. The shift in video consumption habits will underpin a move away from traditional methods of measuring viewership and toward metrics that include more media channels. "We need to move away from transacting on GRPs, and we [...]

Being under represented in the advertising business can lead women of color to think "they don't belong."  This kind of thinking can make them be their "worst enemy," says veteran advertising executive Stephanie Geno, in this in interview with Beet.TV "Networking is hard for everyone," especially for black woman who feel out place.  Even though it can be uncomfortable, she urges [...]

Audience-based targeting is transforming TV advertising as marketers seek to reach consumers based on more robust data including their intentions to buy products and services. The shift has led Comcast Cable to emphasize a data-driven approach that builds on its foundation in local advertising for small- and medium-size businesses. "Our roots are very much in local advertising," James Rooke, general manager [...]

For many, the deprecation of third-party cookies by Mozilla, Apple and, soon, Google's Chrome comes as the end of a chapter in online advertising. But it is also the beginning of a new era. A new IAB report, The State of Data 2020, reveals how the crumbling of cookies is fuelling several new trends: US spending on third-party data in 2019 was up 6.1%, [...]