A marketing industry which has traditionally measured proxy metrics that came prior to a hard-to-see eventual purchase now needs to change to consider the end goal as its prime destination. That is according to one man whose primary medium has not always been considered adept at measuring through to actual consumer purchase - but, for Dan Riess, TV is learning new [...]

For a company that is, itself, increasingly the product of a growing acquisition trail, Amobee may be well within its rights to talk about "convergence". And that is exactly the message Domenic Venuto wants to bring to the upcoming Cannes Lions ad festival. After a couple of years in which Amobee acquired Turn and Videology, its COO says the ad-tech company is [...]

After a couple of years of intense change in the wider group, AT&T's Xandr unit last month created a whole new digital marketplace for trading video ads. Xandr, AT&T's unit for advanced TV advertising, is barely nine months old, itself coming after a period in which AT&T has gobbled up WarnerMedia. But, in May, it debuted Community, a new marketplace allowing advertisers [...]

In the general quest for more advanced advertising resources, the overarching conversation is about “unification and interoperability” across the industry. Underneath is the day-to-day reality of competition among a variety of players with different business models. “I think we’ve got a lot of bets in motion right now,” says Janet Balis, Global Advisory Leader, Media & Entertainment, at professional services provider [...]

Sometimes you have to push the envelope and concentrate on innovating, other times listening to the market is more of a priority. For the fast-growing Innovid, right now it’s time for the latter six years after releasing its first connected-TV product. Having helped to create Innovid 11 years ago to transform video experiences on the advertising side, “It’s finally here if [...]

Advertisers need to open up a bit on the way they’ve been buying television so as to best maximize their campaigns, says Comcast Spotlight’s Andrea Zapata. “For us what we’ve learned is that our clients are traditionally buying us still in ways that they’ve been doing for years,” says the VP of Research & Insights at the ad sales division [...]

Having bulked up on assets in the smart-TV space, Nielsen is targeting next year for the launch of a platform that will help scale addressable television advertising. Key to the effort will be executing ad replacement and decisioning. One of Nielsen’s most recent acquisitions was of Sorenson Media. The company now has technical underpinnings of a platform for targeted TV ads [...]

About a year after sunsetting its own apps in favor of distribution via YouTube and virtual MVPD’s, Vevo expects to sell out “a nine-figure body” of music video advertising inventory in the UpFront. It’s part of Vevo’s plan for “returning music television to the living room,” says Kevin McGurn, President of Sales & Distribution. In this interview with Beet.TV, McGurn explains [...]

If the process of brands and their ad agencies contracting advertising technology vendors were like the dating game, well, these days more of them are becoming less promiscuous. In this video interview with Beet.TV, Sean Buckley, CRO of SpotX , says brands are now seeking out deeper, more meaningful relationships with fewer tech suppliers. That follows a few years in which the [...]

When Calum Smeaton set out in 2012 to explore the nascent exercise of television advertising attribution, early clients were direct-to-consumer brands. Since then, other brands, agencies and media sellers/distributors have adopted the CEO & Founder of TVSquared’s vision, to the tune of 770 brands, agencies and networks in 70+ countries. In 2013 and 2014, direct-to-consumer marketers were the biggest TV attribution [...]

Engagement-ad format pioneer true[X] continues to focus on brand lift as “the leading indicator of conversion” as it expands into connected TV and offers its measurement technology to publishing partners. “Today we’re actually able to measure brand lift in near real time across the true[X] network on CTV, desktop, mobile for every campaign that we run,” says CEO Pooja Midha. In [...]

In the marketing world, omni-channel - the ability to reach a consumer across one or many of a range of different media, but only the right media at the right time - is gathering steam. But knowing which channel to use and when is a thorny problem that must be solved before a marketer can really perform omni-channel effectively. According to Greg Anderson, [...]

With a host of brands seeking to unlock growth through creativity, two new awards and a new initiative called Connect, Learn, Experience (CLX), the Cannes Lions International Festival of Creativity “will be a little bit busier and a little bit bigger than last year,” says Chairman Philip Thomas. Although Cannes Lions started in 1954, it wasn’t until the last decade or [...]

Coming in to view, the new world of using audience data to precision-target connected TV advertisements depends on a solid understanding of who those consumers really are. But do marketers have what they need to succeed in this new world? "Identity is really at the center of data-driven TV," says Jason Manningham, General Manager of FreeWheel's Blockgraph, in this video interview with [...]

Telaria CEO Mark Zagorski sees “a ton of growth” for app-based companies providing over-the-top television services. Their potential comes as OTT and connected-TV have gone from discovery to the make-it-better stage. “If you think about advertiser demands, they increasingly are becoming focused on addressable,” Zagorski says in this interview with Beet.TV at the recent LUMA Partners Digital Media East event. At [...]

Led by direct-to-consumer brands, marketers are ahead of the curve when it comes to attribution of television advertising spending. “The advertisers have actually been doing attribution for much longer than the media companies and the agencies,” says Sean Muller, Founder & CEO of iSpot.tv. “So we see the advertisers as actually driving the marketplace forward on bringing business outcome type of [...]

The sky is the limit for global addressable television at NBCU given its joint advertising initiative with Sky, which NBCU parent Comcast purchased in the fall of 2018. “The exchange of best practices between the two is really going to help us both,” says Denise Colella, SVP of Advanced Advertising at NBCU. In this interview with Beet.TV, Colella talks about working [...]

Whilst national TV networks upgrade their technology to support better targeting, buying and measurement of TV and digital video ads, local TV operators risk being left out. That is according to one technology supplier who doesn't, as some might, see local as back water - he sees it as an opportunity. "One of the parts of the industry that hasn't really been [...]

Consultant Matt Prohaska believes the advertising industry is on track to benefit from consumers having full transparency over their data and fully opting in across all media channels. But he doesn’t think it will happen for another five years or so. One of Prohaska Consulting’s top services this year is helping buyers, sellers and technology providers “take more ownership and control [...]

If advertising viewability is, as many folks say these days, "table stakes", where does that leave one of the original digital ad verification vendors? Integral Ad Science's (IAS) new CEO says she is focused on differentiation, on Internet TV and on big platforms. "Many marketers are asking IAS, 'Hey, get in the OTT game', says Lisa Utzschneider, who was Yahoo's chief revenue [...]