We already know that IBM is building a blockchain for media buying. But could the technology also help companies understand the truth and the reach of content? At Cannes Lions, IBM and Mediaocean announced “a blockchain consortium for the digital media supply chain,” along with Unilever, Kellogg and Kimberly-Clark. A blockchain is a public, distributed, anonymised ledger of transactions that is supremely [...]

Rome wasn't built in a day, and SBS' addressable advertising technology wasn't deployed that quickly either. But, now that the Belgian TV network broadcaster has rolled out its offering to help advertisers target individual viewers, it is finding it can make more money from more advertisers. "We can sell it much more expensively than we normally sell advertising," says SBS CEO Peter [...]

Having helped its clients leverage the Viacom Vantage advanced targeting product, WideOrbit has expanded the concept to the OpenAP consortium, of which Viacom is a founding member. “What we’re doing with OpenAP is integrating it into our products so you can actually build a rate card against an OpenAP target,” says Ashley Barretto, GM, WO Network, WideOrbit. “You can build deals against [...]

It is now a decade since UK competition authorities prohibited Project Kangaroo, a proposed, Hulu-style video-on-demand service in which three UK broadcasters would offer their content through the same ad-supported platform. So the intervening decade has seen individual broadcasters double-down on their own-brand viewing platforms. In the case of Channel 4, the ad-funded public service network with a remit to be daring, [...]

Each holiday season, people look forward to presents, spending time with family or good food. Kim Portrate is looking forward to a big industry milestone. "We've got about 50% penetration of connected TVs - or we will have that sort of by Christmas in Australia," says Portrate, CEO of Think TV, an association advocating for the power of TV advertising on behalf [...]

ORLANDO—Speed and innovation have become the main ingredients for success in the beverage industry, including such staples as beer. But it all starts with listening to consumers first. “I like to think about the CMO as actually the chief consumer officer. So I guess marketing people should always be the people with the best knowledge about consumers,” says Marcel Marcondes, U.S. [...]

Once the “gorgeous creative asset” also known as a television commercial has been birthed, it still needs to be scheduled and delivered. With more delivery points than ever, technology that’s a half-century old is clogging up the process, says ECN President and CEO Angela Tietze. Representing more than 90% of the country’s top advertisers, ECN has been the behind-the-scenes connector of [...]

Five years ago, advanced television “wasn’t a thing.” It was just starting to come into existence “and now this is a core piece of many publishers’ product offerings,” says Travis Scoles, a Partner at advertising and marketing data science firm Schireson. Where advanced TV goes in the next five years is one of the topics of conversation in this Beet.TV interview [...]

The newest technology to get TV people excited is "addressability", the practice through which internet-connected TV devices allow for granular targeting of individual audiences. That would move the world beyond the old system of selling ads against shows, to one in which advertisers buy actual audience members. But getting there globally may not be straightforward - not only do TV ad sales [...]

Television programmers are not only in a race for consumer attention amid a glut of content. They’re also trying to automate their systems to keep pace with the demands of buyers seeking digital and linear convergence. “We’re actually going through a huge change right now on the technology side,” says Robyn Goldman, Relationship Manager, AMC Networks. “We are looking for ways [...]

The biggest mass medium of them all is facing its challenges - but television remains the best way marketers can build a brand. That was the view of EGTA, a trade body representing European broadcasters' advertising sales units, as it took its members on a study trip to meet US peers in New York. "If you need to make a name for [...]

Representing 50% of the domestic television impression supply, the OpenAP audience-targeting consortium has reached critical mass and created a uniform currency around advanced advertising, says Viacom’s John Halley. Phase Two will see more publishers joining OpenAP as it works on ease-of-use and other improvements for media buyers. In this interview with Beet.TV at the recent WideOrbit Connect conference, Viacom’s COO of [...]

What if your TV ad could follow you from the living room, to the bedroom, to the restaurant? In 2018, that is the reality that many TV companies are now engaged in - ensuring that advertisers can get guaranteed outcomes, like driving footfall from people who watched an ad. And it's one which A+E Networks has also been offering to its ad [...]

When it has the world's largest media market right at its border, how is a national broadcaster supposed to compete? For CBC, the Canadian Broadcasting Corporation, it is about thinking big. In this video interview with Beet.TV, CBC GM of revenues Jean Mongeau says he is turning on its head the traditional phrase, "think global, act local". "We need to be thinking locally [...]

When you run a mass medium like TV and the largest advertising channel in the world, you hold all the cards. At least, you used to. TV operators are familiar with setting the terms of the deals through which marketers get to buy air-time - even the very process which leads to deals getting done at all. But, in an age where [...]

If you believe some of the hyperbole, as new ad tech and tools give brands greater ability to plan and buy for themselves, the role of the ad agency is now over. Disintermediation is the order of the day. A recent ANA survey showed 35% of marketers expanded their in-house media buying capabilities in 2017 - twice as many who had [...]

It may be across an ocean, but the advertising challenges faced by main broadcasters in France are little different from those in the United States. In other words, operators are striving to upgrade their TV services with more digital targeting and reporting capabilities in order to satisfy ad buyers that have rapidly been turned on by online campaign outcomes. That is why [...]

In a world of fragmentation, partisanship and increasing separation, there is an untold story of cooperation in the media business. Around the world, operators are coming together in partnership, seeking scale to fight common challenges. That is what Germany-based broadcast group RTL is doing with more than 400 partners. Its Adconnect unit is an ad sales arm for RTL-owned broadcasters and shows made [...]

In order for digital and linear media to converge, so too must technology. This is why WideOrbit Chief Product Officer Will Offeman has been busily melding the company’s various acquisitions in the digital space and “marrying it up with the linear side.” Approaching 2019, WideOrbit is working on three initiatives, Offeman explains in this interview with Beet.TV at the company’s recent [...]

SAN JUAN, Puerto Rico—What happened in Puerto Rico following Hurricane Maria in September of 2017—with broadcast and cable television lacking a power grid—can be considered a “test market,” according to Andres Claudio. Among other changes over the past year, media agency Hearts & Science Puerto Rico now does more “real-time” media planning as people continue to migrate from cable TV [...]