Internet-connected television devices are giving marketers the ability to precision-target ads to individual households. But the "addressable" TV advertising opportunity doesn't have to start and end simply with an all-targeting approach to a TV campaign. Some marketers are using the new-wave of addressability features to support an old-fashioned linear TV ad campaign, too. That is according to an exec whose company is helping [...]

It is only two months old - but now the new digital marketplace for ad trading that has just been built by AT&T is announcing three new non-AT&T supply partners. "Community", the platform created by AT&T's Xandr ad-tech unit, will support buying ads in content owned by A+E Networks, AMC Networks and Cheddar, Xandr announced. Community debuted in May, a new marketplace [...]

What does $150 million get you in ad-tech these days? If you are the new-look LiveRamp, it gets you Data Plus Math - the price which the reconstituted Acxiom is reportedly paying for the Boston-based data-matching company. But, if you a rival of Data Plus Math, that eye-popping deal isn't a threat, it's to be welcomed. In this video interview with Beet.TV, [...]

CANNES -- At this point in the evolution of media, many major-brand advertisers are looking far beyond local news as a marketing channel. To many, news itself has become a problematic channel, whilst the increased scale offered by national or global distribution has proved more attractive. But some of that could be about to change, as ad agencies seem keen to rediscover [...]

CANNES -- Many observers saw the future destruction coming. Craigslist's local ads posed a clear threat to classifieds, social networks presented rival sources for community news; all began long ago. Still, local news publishers, when they were in the throes of attempting to build their own digital platform, often found it hard to see that the world had already fallen from [...]

CANNES—At LEGO Group, marketing people are the “uber conductors of the symphony” that drives product innovation and business outcomes, according to Global CMO Julia Goldin. This is because the musically inclined Goldin considers conductors to be “not people who just orchestrate and coordinate,” she explains in this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity. “Their job is [...]

CANNES -- They say "When you are holding a hammer, everything looks like a nail." But some at media measurement company Nielsen don't necessarily think measurement is the solution to every brand problem. Case in point - the company's global head of analytics Matt Krepsik thinks brands should actually look beyond merely media measurement, and beyond counting existing audience members, to [...]

CANNES -- In media environments, the historic separation between "church and state" - editorial and commercial - has long served newsrooms well. But what if emerging technology imperatives said that both sides could now benefit more from shared interest? "When you look at the kind of the technologies that underpin this entire industry, you've always had this world of advertising technology and [...]

Once upon a time, TV's mass reach and limited analytics meant the the box in the corner of the living room was a top-of-funnel, brand-building marketing medium. But a new generation of technology, a new wave of direct-to-consumer brands and a strategic re-awakening at ad agencies are changing that story. In this video interview with Beet.TV, Natalie Wollet, president of The Cross [...]

CANNES—Brands talking about how they have aligned with cause or purpose marketing were hard to ignore at this year’s Cannes Lions International Festival of Creativity. But there’s a difference between the two, and marketers should be prepared to commit a few years to purpose, according to OMD Global Chief Strategy Officer Chrissie Hanson. “Brand purpose is so incredibly powerful and has [...]

CANNES—A year into the work of the CMO Growth Council, its participants are looking beyond individual brands to embrace the realization that they “touch all of humanity” and human purpose has risen to the fore, says Deloitte Digital CMO Alicia Hatch. The Association of National Advertisers and the Cannes Lions Festival started the CMO Growth Council to reinforce and elevate the [...]

CANNES -- Brands these days aren't asking for much - just the ability to deliver the right message to the right consumer at the right time, across all media channels, globally and in real-time. If that seems like a tall order, there is still a growing array of publishers and ad-tech vendors seeking to give advertisers exactly what they want. And that [...]

CANNES—When Julia Goldin was looking for her first marketing position, she thought it was the greatest job that one could have. “I felt that it was right at the crossroads of arts and science, right at the crossroads of humanity and business. Where did that go? I think that needs to come back,” the Global CMO of LEGO Group asks [...]

CANNES—Connected television and its targeted advertising benefits come at a good but very busy time for Nissan Motor Corporation. The company is in the midst of completely re-working its internal and agency infrastructure in the walkup to 70% of its vehicle lineup being “completely refreshed” over the next 18 months. “We have to go to market with a very different approach. [...]

There must be something about the air in Cannes that brings out a certain positivity. Vice Media arrived at the Cannes Lions advertising gathering in June with HBO having cancelled Vice News Tonight and Disney having written off its investment in the company. But, speaking with Beet.TV, the outfit's international and global chief revenue officer was full of optimism about the road [...]

CANNES -- Smart TVs offer amazing new opportunities to target viewers at the household level - but getting your head around what is still a fragmented and evolving ecosystem is a bit like herding cats. In a sit-down discussion at Cannes Lions, Tracey Scheppach - who encountered that challenge over years spent specialising in smart TV at Publicis and Starcom, and [...]

CANNES—Perhaps the best way to summarize a panel discussion with executives from LiveRamp TV and NCC Media about advanced-TV interoperability is the following quote from NCC CEO Nicolle Pangis: “We’re in the bottom of the first inning of a baseball game that’s going to go into extra innings.” This theoretical game isn’t going to be won by the emergence of one [...]

CANNES—Having just celebrated its 108th anniversary, IBM is doubling down on core values. “That’s how all businesses future proof themselves is maintain that trust, that transparency, having an ethical stance and delivering that purpose to audiences,” says Chief Content Officer George Hammer. “When you see brands lead their creative with a purpose, I think people realize that brands stand for something [...]

CANNES—Marketing has always been about performance, says Procter & Gamble’s Global Media Director, Gerry D’Angelo. So conversations should center not on brand marketing versus performance marketing but about “points on the scale.” In this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity, D’Angelo says he's had “quite a number of interesting conversations about this and in preceding [...]

Smaller national media markets are nimbler and offer more opportunity, so media measurer Nielsen plans to bring its new advanced TV offering to the UK. So says the recently-appointed global MD of Nielsen Media. Matt O'Grady just relocated to London after a decade with the company in New York. Nielsen recently acquired Sorenson Media, the early video encoding pioneer which had since moved [...]