Put 200 of the world’s leading senior marketing decision makers in a room and what do you get? An agenda for the future of the craft. But, maybe also, a playbook for making a better world. A group called the CMO Growth Council was formed back in 2018 to share best practice amongst chief marketing officers. More than 200 of them gathered [...]

Panel-based measurement of media consumption may seem antiquated when you consider that modern digital media tend to include audience tracking out of the box. But Dave Hohmann thinks counting consumption through panel reporting is still relevant. He would think that. As EVP and MD of buy-side media at Nielsen, Hohman works on continuing to offer Nielsen's traditional panel system to clients - [...]

Having started with Facebook as its primary advertising platform, online retailer Touch of Modern tried television a couple of years ago. “And it quickly became actually the majority of our marketing spend,” says Co-Founder & CEO Jerry Hum. Touch of Modern, whose app and website cater to millennial males, started business in 2012 as the result of a conversation among its [...]

In 2019, all the marketing talk is of combining data and connectivity with TV and the potential mass audience, creating a targeted rich advertising opportunity. But Minneapolis-based Marketing Architects has working on the next generation of TV ad for more than two decades now. The independent agency was founded by Chuck Hengel in 1997 to create TV campaigns for businesses looking to reach [...]

It’s not just so-called direct-to-consumer brands that are trying to bring “daily rigor and accountability to video.” Effectively connecting different television environments is a common goal across the spectrum of advertisers, says EVP and Chief of the Horizon Next direct-marketing agency Gene Turner. “For most of the DTC brands and even the performance brands that we’re talking to, the conversation is [...]

They may be advertising on TV - but that doesn't mean the growing wave of direct-to-consumer (D2C) brands is happy to get by simply building their image. In the emerging D2C landscape, the new brand beasts want to use TV to fuel real purchases. In 2019, that appears to be a real possibility. Whilst, historically, TV has been seen as a brand-building [...]

CANNES—Comcast, Charter Communications and Cox Communications have launched an industry initiative called On Addressability with the goal of uniting television distributors behind addressable advertising. “It’s a call to action,” says Comcast Cable’s President of Advertising, Marcien Jenckes. “It’s really about initiating a process this year that’s going to scale addressability across television,” Jenckes adds in this interview with Beet.TV at the [...]

NCC Media is “working fast and furious” on becoming the hub for television networks to make their national advertising time addressable, says David Kline, who is President of Spectrum Reach and EVP of Charter Communications. “We are aggregating all our addressability, not just for the two minutes an hour we sell to our local national spot buyers but soon national networks [...]

CANNES—A year ago at the Cannes Lions, AT&T provided a sneak peak of its future with a tease banner outside the Carlton Hotel that would presage the launch of Xandr, formerly AT&T Advertising & Analytics. “It’s been quite a whirlwind year since Cannes 2018,” says Xandr Chief Marketing Officer Kirk McDonald. What followed was Xandr’s first-ever The Relevance Conference in Santa [...]

CANNES--Procter & Gamble’s first-ever P&G LifeLab installation at the Cannes Lions International Festival of Creativity is part of the company’s effort to “reimagine creativity to reinvent advertising” through a variety of new creative and technology partnerships. “We’ve been focusing on reinventing brand building for the past couple of years, a lot on media, a lot with agencies, a lot with innovation [...]

Touch of Modern Co-Founder & CEO Jerry Hum’s advice for direct-to-consumer brands is quite simple. He recommends having a diversified marketing portfolio and, if a company’s just spending on digital media, “definitely look at TV.” Performance has always been a priority for the retailer geared to millennial men “because we grew up in the digital realm, where everything could be tracked [...]

Not all media agencies are on Madison Avenue. In the case of Marketing Architects, Minneapolis is the perfect place to be powering the next generation of TV ad. The independent agency was founded by Chuck Hengel in 1997 to create TV campaigns for businesses looking to reach major milestones.  In the last couple of years, as broadcast media have become connected, Marketing [...]

Over the last year, one new tech company has moved very fast whilst standing still. Peloton has made waves with its static workout bike that is married with live and on-demand head-mounted video exercise instructions. Not just for its product model, Peloton has also found itself nestled amongst the growing crop of "direct-to-consumer" (D2C) retailers. According to a new report from VAB, 125 [...]

When you co-mingle television-viewing data from set-top cable boxes with data from smart TV’s, you get closer to tracking fragmented consumption. But what complicates measurement of IP-delivered video content is an understanding of what IP-connected devices are actually associated with people in a given household. That’s a person-level frontier that FreeWheel plans to tackle, according to Claudio Marcus, the GM of [...]

People keep talking about artificial intelligence as though it is some distant future. The reality is that many companies are now using variants of AI to enhance their business processes. Case in point - Publicis agency Spark Foundry is using machine learning on audience data points to enable the creation of dynamically-produced ad creative, customized for distinct audience types. In this video [...]

Local TV is one of the biggest advertising opportunities - but the ecosystem needs new efficiencies to ensure advertisers can make the most of the medium. That is according to an ad-tech veteran who spent years bringing programmatic technology to market - and now aims to use digital to unlock new dollars in local TV. After a stint at MySpace, Jay Stevens [...]

Extreme Reach’s creative management platform AdBridge was originally intended to help creative “move at the same speed as media” for advertisers. Now it’s being extended to simplify distribution for media sellers. “What we’ve discovered and what some of our receiving partners have come to us with is their issues have gotten more complicated. They have multiple outlets now,” says Extreme Reach [...]

Some may think local advertisers and TV networks are under-powered when it comes to ad-tech capabilities - but that isn't necessarily so, according to a growing number of vendors serving a local market that is increasingly keen on data-driven solutions. One of them is TVSquared, a company helping brands learn how TV advertising is driving traffic to their websites. Whilst the ability to [...]

Five months after the "most-quoted man in advertising” moved from Pivotal Research to go in-house at GroupM, Brian Wieser has some mixed news for his new employer. Wieser, who was a media and marketing soothsayer at the research firm and is now business intelligence global president for the agency, says TV ad spend will decline - even accounting for new over-the-top [...]

FreeWheel’s already formidable footprint in tracking video viewing across screens got a boost when it began to factor in smart-TV data from Inscape. And with TVSquared as a partner, campaign attribution and optimization can happen much sooner than has traditionally been the case. “From a measurement perspective and understanding viewership and consumption, we are partnering with Inscape to complement our Comcast [...]