The collection of modern, automated ad trading practices known as "programmatic" may seem to sit with natively digital media. But, little by little, other platforms are getting lit up with these new tricks, too. That's why the man who heads MediaMath's video operations expects programmatic to hit TV in a much bigger way. "I think that, during the back half of 2019, you're [...]

According to the accepted depiction of the marketing "funnel", television is a medium marketers best use to drive initial brand awareness. But that is only because, without access to return-path data, TV has never been able to boast the kinds of user attribution that new digital media do. Now that TVs have got connected, however, all that is changing - and one [...]

US pay-TV adoption is at its lowest rate since 2007, according to Leichtman Research Group. Fifty-nine percent of homes which get TV over antennae now also subscribe to subscription video-on-demand, according to Nielsen. US households are nearing three SVOD subscriptions per household, according to Ampere Analysis. Whichever numbers you look at, subscription TV over internet is eating in to the traditional pay-TV and telco [...]

Television measurement and analytics provider 605 is doubling its national footprint in a licensing deal with Inscape that augments and compliments MVPD data with smart-TV viewing insights. “The bigger the better in terms of data,” says 605 President & Co-Founder Ben Tatta. With the addition of Inscape data, 605 can measure more than 20 million households—slightly less than 20% of the [...]

As Tru Optik enhances its OTT Household Graph with audience data from the Oracle Data Cloud, it’s expanded its management ranks with the additions of Richard Kosinski as EVP of Sales and Jonathan Bokor in the role of Chief Privacy and Business Affairs Officer. Kosinksi’s digital background spans such media companies as Forbes, Yahoo!, Westwood One, Quantcast and Receptiv, while Bokor [...]

ORLANDO—Although the practice of marketers taking certain functions in-house as opposed to paying external agencies has been gaining traction in recent years, it’s a trend that has flown under the radar. Including at the Association of National Advertisers, which just concluded its first-ever event devoted exclusively to in-house agencies. “The in-house agency phenomenon is something that really just popped out of [...]

ORLANDO—Being bold and edgy in your approach to advertising is the Trunk Club way. Those traits are a reflectiong of the male-oriented retailer’s in-house agency, which is “the driver of creative for our band. We do not work with any external agencies right now. So we’re it,” says Maureen Boyle, Senior Director, Creative Services & Events. That’s a different approach than [...]

ORLANDO—The term “hybrid” doesn’t just apply to certain types of athletic shoes sold by New Balance. It’s also the international marketer’s approach to balancing an in-house agency and its global strategic agency of record, VMLY&R. “I see the hybrid model as being a great way forward for New Balance. We’re a business with a load of complexity,” says Steven Ruhl, the [...]

ORLANDO—Working remotely isn’t for everyone, but it’s working out pretty well for 150-year-old PwC’s in-house agency. “My agency is a virtual agency, meaning we all don’t report into one headquarters operation and work together,” says Managing Director and Creative Leader Jack Teuber. “Rather, people are working sort of where they are,” Teuber adds. “We recruit for talent, not for location. So [...]

ORLANDO  -  In the age when brand marketers can use cloud-based tools to carry out many of the functions of their media agencies, the prospect of disintermediation seems to pose a risk to the historic agency model. But that is a challenge agencies are now trying to respond to. In this video interview with Beet.TV, Helen Lin, Publicis chief digital officer, says hers [...]

Comcast Spotlight is bringing more bottom-funnel advertising attribution to local television by showing advertisers how many incremental website visits their campaigns generate. “Attribution measured at the local level is a challenge for anybody because your sample sizes get terrible when you’re trying to do measurement at the local level,” says VP of Data Strategy Justin Evans. “We think a big-data approach [...]

ORLANDO - The growing number of brands choosing to undertake the traditional functions of their ad agencies under their own roof may seem to pose a threat. After all, the number of US brands which have launched in-house agencies has reached 78% – up from 58% in 2013, according to the ANA’s In-House Agency Report. But traditional ad agencies can stay in business [...]

Household-addressable television advertising spending will rise from $2.1 billion in 2019 to more than $3.3 billion by the end of 2020, according to a new guide for marketers released today by the Video Advertising Bureau. That represents a 343% spending increase from 2016, according to the VAB. “I’d say it’s mature. It’s arrived. We did talk a long time for the [...]

ORLANDO—Few companies want their services to be invisible to users, but when the mission is to ensure video ads play perfectly on every screen or device, viewers of those ads shouldn’t pause to wonder what’s happening behind the scenes. That’s the goal at Extreme Reach, whose AdBridge platform is used to manage and deploy creative assets across the modern media [...]

It is only a few months since one of the world's largest pharmaceuticals awarded its latest international media agency contract. But now GSK is the latest big brand to pull some of the traditional functions of an ad agency in-house. In this video interview with Beet.TV, Scott Grenz, GSK VP and global head of media, explains that the company had two epiphanies [...]

As subscription VOD services embed a culture of ad-free consumption, how can TV companies reconfigure the commercial break? Over the last two years, TV networks have wrestled with that question, as booming VOD subscriptions has gone hand-in-hand with growing consumer frustration toward excess interruption. For one of the leading media agencies' north America bosses, the change is becoming pronounced. "The world is starting [...]

Sooner or later, every marketing campaign comes down to one thing - selling more. But, somewhere along the line, digital advertising became about the steps along the journey, rather than the destination itself. That is why Xaxis, WPP's programmatic-focused division, is now predicating its offerings on the outcomes marketers want to achieve. In this video interview with Beet.TV, Nicolas Bidon, Xaxis global CEO, [...]

Amid the growing complexity of advanced television, FreeWheel’s clients have two elemental desires. One is for FreeWheel to explain to buyers in the U.S. and Europe what’s available and what’s possible, the other is accessing more demand from advertisers. “You sit across all of it and see it all and are close to the technology because you’re building the technology. Help [...]

ORLANDO—It started with “low-hanging fruit” like collateral and point-of-sale materials and package design then progressed to social media. Now more marketers are expected to bring some of their media activity in-house—one reason being to protect their first-party data, according to Bill Duggan of the Association of National Advertisers. “Currently, there’s much more creative done in house than media. But I do [...]

ORLANDO—Before digital media and all of its complexity came along, advertising agencies were basically ensured of an end-to-end relationship with their clients. Now there’s so much more work to be done, it’s not surprising that more marketers are taking certain functions in-house, according to 4A’s President & CEO Marla Kaplowitz. “It’s been around for a long time. There have always been [...]