ORLANDO – To show the customer how Chipotle differed from other restaurant chains, the company hired an award-winning documentarian, Errol Morris, to take a camera into its kitchens and film the food prep process. As part of the brand campaign, two different pieces of content focused on Chipotle’s guacamole exemplified the range of platforms that the company used to reach its [...]

While systems for advance targeting ads to individuals and groups have been well established  for digital video, these solutions are becoming increasingly attainable for linear television programming.  This emerging sector will be on of the main topics of a half-day Beet.TV event on October 22 hosted by Publicis Media and sponsored by FreeWheel and LiveRamp.  See the speakers and moderators [...]

ORLANDO – Storytelling is what connects customers to brands and helps them understand why and what to buy. Stacey Grier, CMO of The Clorox Company, wants to figure out how to use new media to tell stories in new and different ways that help the company and its brands breakthrough to a bigger audience. Grier, who spoke with Beet.TV at the [...]

ORLANDO – Georgia-Pacific has changed its outlook on how to grow and leverage people in their roles within the company. In an interview with Beet.TV at the CMO Growth Council, Douwe Bergsma, CMO at Georgia-Pacific, explains the approach to keeping people happy, engaged and challenged within the company, particularly as employee expectations change, by not putting limitations on their functions or [...]

When you think of a giant business operations software supplier, words like "fun", "playful" and "mass-market" don't necessarily come to mind. But that's what SAP, as it branches out of the usual B2B sales tactics, using TV to find companies amongst consumers. The idea that marketing for B2B no longer needs to be restricted to "B2B marketing", that even enterprise services buyers [...]

ORLANDO – MillerCoors knows you tune out, and likely check your phone, during commercial breaks. As a company that relies on linear TV, and particularly live events like sports, in its advertising strategy, it’s looking to figure out how to still get in front of customers who aren’t paying attention to TV ad spots. Brad Feinberg, MillerCoors’ vp of media and [...]

ORLANDO – Think of the last best experience you’ve had. According to Babs Rangaiah, executive partner of marketing solutions for the Interactive Experiences unit of IBM, this last-best becomes the minimum expectation for future experiences of a similar kind. Rangaiah uses E-ZPass as an example of how quickly customers' expectations can change. “Once E-ZPass was put in place and consumers got conditioned [...]

ORLANDO – The recruiting and training process on IBM’s marketing team doesn’t necessarily target those with a traditional marketing background, according to chief content officer George Hammer. In an interview with Beet.TV, Hammer explained how hiring creatives of all backgrounds can yield more meaningful results. Hammer describes how the evolving roles of a marketer are making these positions both more attractive [...]

ORLANDO – Anheuser-Busch is investing in innovation by way of an internal team dubbed Apollo 11. The team, which operates separately from the company’s main operations, is dedicated to developing new, innovative products that resonate with customers’ evolving tastes. Ten to 20 innovations come out of the Apollo 11 team per year, one of which was Anheuser-Busch’s first organic beer, [...]

ORLANDO – How do you extend your message to as many different populations as possible all while remaining authentic to both your mission and to the cultures you are aiming to reach? According to Aetna CMO David Edelman, the first step is to hold up the mirror to your own company. “We’ve launched a pretty major multicultural marketing initiative over the [...]

As the TV landscape is changing, there are certain things that stay the same. For Fox, that constant has been the habit of watching sports live, which has given the network the ability to engage an audience of millions during appointment viewing, an increasing rarity in programming. “It’s designed to be watched live, it draws great audiences. It’s not designed to [...]

ORLANDO – Getting a better understanding of privacy and data will help protect agencies. In an interview with Beet.TV at the ANA Masters of Marketing Conference, Marla Kaplowitz, president and CEO of the 4A’s, says it will also help agencies connect with consumers. “It’s not just data for data’s sake,” says Kaplowitz. “It’s about understanding how you can use that data [...]

The key to Pluto TV’s value proposition lies with its 18 million monthly viewers who spend 185 minutes per session. These are cord cutters and cord nevers, says Harold Morganstern, svp and head of national sales at Pluto TV, and the service is able to give clients access to these customers that they might not otherwise be able to reach. “We’re [...]

ORLANDO - If you are going to try to force the world's biggest technology giants to change their ways, it may pay to have safety in numbers. That is why one of the largest, broadest bodies representing advertisers is optimistic it can win out in the end. Back in June, the World Federation of Advertisers  (WFA)- a collection of 100 of the [...]

ORLANDO -- As the finger was pointed at the ad agencies for inefficiency and obfuscation, the big business consulting groups smelled an opportunity. Now Accenture, PwC, EY and Deloitte has made significant efforts at taking brands' marketing services contracts. But what does that look like? In this video interview with Beet.TV, Nikki Mendonça, president of Accenture Interactive operations, outlines the offering. "There are new [...]

Entercom’s acquisition strategy is solidifying its position as a leading force in podcasting and podcast advertising. Having acquired Cadence 13, a podcast network, and Pineapple Studios, which specializes in both original and branded content, Entercom is riding the “renaissance in the audio space,” according to Ken Lagana, evp of digital sales and strategy at Entercom. “It started three to five years [...]

Twitter's US advertising revenue grew 29% in the second quarter of the year versus the prior year, driven partly by video growth. But what does a brand's Twitter engagement look like these days? In this video interview with Beet.TV, Twitter's VP of Americas, JP Maheu, explains the offering. "Fundamentally, Twitter has become the news app for the world ... news about any passion [...]

The biggest retailers on the block may have stolen a march when it comes to using data for smarter marketing - but soon others will get to benefit from that lead. Speaking with Beet.TV in this video interview, the owner of a software platform powering supply-and-demand advertising data for media companies observes a shift. "If you look at the big box retailers [...]

The company that provides fine-tuned scores rating 600 million YouTube and Facebook videos for advertisers will soon expand its horizons beyond those two key platforms. OpenSlate's Slate Score measures content quality, whilst the company also charts videos' subject matter expertise and brand safety. In this video interview with Beet.TV, CEO Mike Henry says the company also plans to rate other videos offered [...]

SANTA BARBARA -- The emerging era of targeted over-the-top TV ads brings a consumer privacy challenge, says one vendor launching a new piece of technology to give consumers more control. In January 2018, Tru Optik, a technology vendor that offers a data management platform for over-the-top (OTT) TV advertisers, launched OptOut.TV, giving consumers a one-click way to refuse audience-based targeting of [...]