There is a lot of talk about machine learning in marketing these days, and a lot of vendors beginning to offer the capability. But how does ML work in advertising, and what can be gained? In this video interview with Beet.TV, Jim Lawson, CEO of one vendor offering the technology, explains. "Whatever your business goal is, if you have enough data and there [...]

ORLANDO – To Tony Weisman, the CMO of Dunkin’, paranoia is necessary for brands’ survival. “If we keep serving the same product to the same consumers in the same way, over time, we’re going to go the way of a lot of other retail brands in recent years,” Weisman told Beet.TV in an interview at the ANA Masters of Marketing Conference. [...]

In its four weeks of airing, a campaign to raise awareness and funds for the Boys & Girls Clubs of Puerto Rico has aired in the nation's top ten markets, on over 150 Spanish-language stations and networks, providing some 3.5 million household views in the U.S. and Puerto Rico, according to Nielsen. The three, 60-second videos are the work of Christian [...]

If digital ad buying is becoming a world of fragmented silos, how about falling back on something that all players have in common - the infrastructure underlying it all? That's what Ericsson thought when it launched Emodo in 2017. The telecommunications company's technology powers the underlying networks of many of the world's mobile telcos, giving it unprecedented access to raw audience [...]

The historic system TV uses to sell advertising is in flux in search of accuracy and precision - but it can't come soon enough for Emily Barr. The industry is embarking on a shift, from the historic method of measuring and selling TV eyeballs using rough "gross rating points" (GRPs) to selling on real viewership, by digital-style impression. Barr, the CEO of [...]

In the last few years, digital publishers have forged ahead with advertisers because their ability to count and prove accurate numbers of viewers and readers has been music to ad buyers' years. But TV will soon catch up, giving them better parity with digital providers, says a local broadcast owner relishing the switch. In this video interview with Beet.TV, Rob Hubbard, head [...]

For many people, driving a journey in the car is the last refuge of solitude and focus, away from the hum of modern screens and information overload. But that may be about to change, as a host of companies aims to serve up more content and more ads to a next generation of motorist it thinks may be more passenger than [...]

As the marketing world starts leaning toward valuing the end outcomes of advertising over intermediary proxies like clicks and views, nothing tells an outcome story like an end purchase. And, it seems, nothing qualifies an end purchase like raw purchase data. That is the theory according to Cardlytics, The 11-year-old, Atlanta-based company is using its network of banks, comprising 120mn accounts, to help [...]

ORLANDO – Triad plans to launch a new solution designed to help brands navigate the complex commerce environment, according to David Haase, the company’s global chief development officer. Under the umbrella name The Market are tools to help brands create marketing strategies and execution strategies across shopper marketing, national media and e-commerce sites. “All to reach the shopper at the right [...]

ORLANDO – SAP global CMO Alicia Tillman believes siloed data is holding the industry back. She’s working to solve it. A year ago, SAP joined forces with Microsoft and Adobe to launch the Open Data Initiative, a strategy that unites the data systems across the three companies to improve customer experiences for companies that operate across all three organizations. By creating [...]

ORLANDO -- Over the last 10 years, the advertising industry has obsessed over new toolsets that allow it to precision-target audiences, automatically buy the right ads and finely measure the results all the way through to sales. But is this now an industry that is led too much by the numbers? Or, put another way, is it time the "Mad Men" [...]

GroupM is spearheading a new initiative to help media companies prepare for and understand America’s new audience groups and demographics as the country becomes more diverse. Speaking with Beet.TV during Advertising Week, GroupM president Gonzalo del Fa says the goal of the initiative was to re-engineer the conversation around multicultural advertising in the US. “Multicultural” and “minority” are in fact misnomers, [...]

OpenAP no longer just wants broadcasters to use the same language in their sales pitch to advertisers. Now it also wants to do the selling, too. Under its first iteration, the two-year-old consortium is the means through which Fox, Viacom, NBC Universal and Univision have harmonized how they define audience segments that are used by ad buyers who want to buy [...]

ORLANDO -- Although the recent boom in subscription video-on-demand may suggest a customer base that is rapidly opting out of ad-supported media, consumers actually enjoy ads - but they don't want to see them too often. Those are findings from a new report commissioned by AT&T's ad-tech unit Xandr. Kantar surveyed 2,004 consumers from the "general population" for Xandr's 2019 Relevance Report. [...]

The ability of smartphones to send consumers' locations to brands, linking up to marketing platforms, seems like a super-power - promising to make clear how an exposure to an ad can drive increased footfall to a particular store. But, whilst few people are talking about it, the world of location advertising signals is also plagued with problems. Beet.TV interviewed Jason Smith, chief [...]

Once upon a time, most mobile games carried ads. That was before in-app purchases were introduced. Now the landscape is a mixed economy, but one of the leading publishers, Activision Blizzard, has only just got in on the in-game advertising game. That is why its Activision Blizzard Media recently launched a new initiative aimed at making it easy for advertisers to buy [...]

The TV industry is embarking on a shift, from the historic method of measuring and selling TV eyeballs using rough “gross rating points” (GRPs) to selling on real viewership, by digital-style impression. Whilst that may seem like a challenge, given local TV’s patchwork nature, Patrick McCreery isn’t daunted. "The reality is, a lot of the buying community has been on impressions for [...]

Ten years after it replaced North America's NTSC, a set of standards for TV transmission, the ATSC just launched the third version of its specifications - and that has some in the industry excited. Coming from the Advanced Television Systems Committee, ATSC 3.0 includes support for the HEVC codec at up to 2160p 4K resolution, wide color gamut, high dynamic range, [...]

For all the hype, machine learning is little more than a way a computer takes a set of existing data and looks for the patterns, in order to make a call as to the likely future outcomes based on new input. That means the technology of the future will depend heavily on the outcomes of the past. But the effect, nevertheless, could [...]

ORLANDO – When recruiting new hires, Katie Williams, vp of marketing at Mondelez, likes to share the company’s values: loving Mondelez consumers and brands, growing every day and doing what’s right. The goal is to underscore that employees will work on the iconic brands owned by Mondelez, including Oreo, Sour Patch Kids and Chips Ahoy in an environment that cares [...]