Twitter has gone in to the 2019 NewFronts with a new raft of content, revealing that last year's line-up didn't just benefit brands - it also led to a 60% hike in payouts back to the publisher partners. "Payouts to our publishing partners grew 60% over 2018 and they did the same in 2017," says Laura Froelich, Twitter head of US content [...]

Why do some of the best innovations emerge out of college campus hacks? Once upon a time, Mark Zuckerberg bestowed The Facebook on Harvard, soon joined by four other founders including another Vardian, Andrew McCollum. By the time Facebook was busy turning cashflow-positive, in 2009, two other Harvard students, Nicholas Krasney and Tuan Ho, were busy re-inventing TV. As Tivli, the pair devised a [...]

Over-the-top TV services are booming, and marketers are scrambling to understand how a new world with so much ad-free subscription TV can add up to an opportunity for them. But, in that sizeable portion of OTT which remains ad-supported, an emerging strain of strategy thinking is this - OTT doesn't just offer hope of precise audience targeting, it allows marketers to [...]

In the exploding world of online TV viewing, it may seem like all the real gravity and momentum is with subscription and on-demand providers. Netflix, Amazon and, soon, Disney+ will have garnered significant market share. But a growing school of thought posits that, whilst the subscription video-on-demand rivals scrap it out in a segment increasingly hostile to ads, ad-supported TV alternatives will [...]

As Noah Levine joins 605 from Fox, he sees in the television data analytics firm the capabilities of helping clients navigate a “multi-currency future.” He joined 605 two weeks ago as Chief Revenue Officer “because I believe the TV industry is entering a new period of change,” Levine says in this interview with Beet.TV. “The streaming wars are literally raging right [...]

The Beet Retreat, one of the industry’s most talked about gatherings of high-level media executives, will take place in Puerto Rico at the El San Juan Hotel December 4-6, 2019. The event will involve three days of high-level panels, group conversations, one-on-one video interviews and extraordinary networking events and interactions. Part industry enclave and part made-for-TV setting, the event will provide essential [...]

The US TV consortium set up to ensure advertisers can buy advanced TV ads using consistent audience segment descriptions may have just lost a key member, after WarnerMedia decided to approach the same problem on its own. But that isn't stopping the remaining members of OpenAP from launching in to a new phase with the project. Whereas the initial incarnation of the [...]

Subscription video-on-demand services are booming, as a new generation of viewer decides the combination of at-your-service TV without commercial breaks is worth paying for. That growth, coupled with networks' reduction in linear ad times, seems to put advertisers in a tricky fix - if the size of the ad hole is diminishing, where do ad buyers go next to make impact? That [...]

Managing advertiser’s television spending and ad frequency at the same time in the OTT world is still quite complicated. “It is very disparate and there are a lot of different options. We’re not looking at a singular GRP anymore,” says Horizon Media’s Samantha Rose. Despite early skepticism about the potential for ad-supported OTT services, they continue to emerge and find consumer [...]

In the face of the digital ad duopoly, many rival publishers in parts of Europe and South America have, over the last three years, began begun putting aside their differences. In search of bigger audience scale and more user detail, they have began pooling audience ad data, in a bid to impress ad buyers who are getting high on Facebook and Google's [...]

AT&T’s Xandr Media unit is showing advertisers the incremental impact on business outcomes from the combination of both big- and small-screen television viewing, given the preferences of younger viewers. “From a TV perspective, younger audiences have left. The deeper ratings decline is within kind of the younger set and they’re just watching digital video, they’re watching CTV. There’s a need in [...]

Amid the “battle that we’re seeing play out right now” among major media companies for streaming video revenue, one thing is certain. It’s hard to monetize video that doesn’t get watched, according to IRIS.TV’s Daniel Harrison. “You’ve got a lot going on, but ultimately each of these companies needs to figure out a strategy that ensures that the video that they’re [...]

Hearst Television’s Hearst Anyscreen OTT offering is adding scale through an integration with FreeWheel’s Monetization and Revenue Management platform. It’s a first step toward also enhancing the value of its local broadcast inventory. “They’ll be putting demand into our marketplace and doing audience extension to find their audiences on other premium content in service of their advertisers and their advertisers’ goals,” [...]

Connected TV has gained massive consumer penetration. Now comes the monetization part. In this video interview with Beet.TV, Eric Ferguson, Nielsen VP media analytics, reveals the sheer scale at which over-the-top TV devices have gained US traction: "238 million Americans in a given month have access to a Connected TV device." "That's almost 80% of all Americans with a TV." "Vast majority [...]

Compared with the outgoing medium of linear, analog TV, internet-connected over-the-top (OTT) transmission seems to offer unrivalled opportunity for advertisers to target and measure their ads, and to attribute those ads through to business lifts. But that opportunity could be squandered if marketers don't use technology which has full sight of the addressable market. That is according to one exec who aims [...]

A 1980s TV commercial for the combined shampoo-and-conditioner Wash & Go made famous the catchphrase: "Take two bottles in to the shower?!" Now ad-tech firm FreeWheel is effectively uniting the "shampoo" and "conditioner" of TV ad sales - creating a unified product in which A+E Networks can manage two different kinds of ads. Comcast-owned FreeWheel has worked with broadcast company A+E to give [...]

As subscription video-on-demand services have gained enormous up-take with consumers, traditional cable companies feel threatened enough to launch their own takes on the online bundle. But what if, for a cable provider, video wasn't the thing worth paying for at all? What if market evolution suggests MVPDs should open their platforms to the new competition, and make higher margin from a new [...]

While the world of online ad targeting was suffering from fraud and transparency concerns, television held its head up high. If digital was being exposed to dark data tactics, good 'ol TV seemed altogether cleaner. But what happens when TV becomes digital, when even linear TV ads start getting targeting using data obtained from virtual warehouses in the online ecosystem? That is what Webbula [...]

With its roots in local print, radio and television advertising, Cox’s Gamut has been branching out in recent years via partnerships with national TV networks for their OTT inventory. “So now we have an opportunity to be able to help local buyers kind of round out their entire local market video spend, get incremental reach and be more cost effective,” [...]

During next month’s TV Upfront, AT&T’s Xandr Media will unveil “a big upgrade” for television advertising, a main thrust of which will be the use of ads addressable to devices households to frequency cap and manufacture reach. The company will present at it's first "Xandr Front" event on May 14. “There is a need to upgrade the advertising experience,” says Jason [...]