ORLANDO—Johnson & Johnson believes its marketers need to be better scientists, storytellers, strategists and socializers, according to Head of Marketing Excellence Denis Sison. “Talent is critical to the journey of transformation for marketing these days. As we all know, many of our organizations have been disrupted and are all undergoing transformation to drive growth,” Sison says in this interview with Beet.TV [...]

ORLANDO—Although the U.S. Navy isn’t your typical consumer brand, it’s in the lead generation business nonetheless. And because its target audience consists mainly of the Centennial Generation, 70% of its media is spent in the digital realm. That age cohort, consisting of those born between roughly 1995 and 2008, has been the subject of focus groups, the results of which have [...]

If you take digital-native brands like Airbnb, Uber and Wayfair, it is a given that each of them has pretty significant digital marketing budget. But, when each needs a further lift, they turn to television. That is according to an analysis of a group of 80 "digital disruptors" by the Video Advertising Bureau, an industry body for TV and video companies. "They all [...]

ORLANDO—The latest report on marketers taking certain activities in-house as opposed to using agencies comes as both sides need to produce more growth and profits. “Everybody’s under pressure at the same time,” observes MediaLink Chairman and CEO Michael Kassan. Noting margin inadequacies at agencies and profit-and-loss challenges at marketers, it’s logical to take a close look at what can be done [...]

Publishers and broadcasters have spent the last year moving from a binary operating model ("digital" and "linear") to a holistic one. But ad buyers are still split across the two traditional worlds, and that is curtailing ad spending, according to an ex ad agency boss who now oversees digital media measurement. In this video interview with Beet.TV, Comscore president Sarah Hofstetter, who [...]

AdAge called him "the most quoted man in advertising" - but what does Brian Wieser call the impact of TV advertising technologies? Underwhelming, it seems. In this video interview with Beet.TV, Pivotal Research senior analyst Brian Wieser, who opines on the media business, says advanced TV targeting opportunities will do little to arrest an overall US TV ad spend forecast that has [...]

As more TV sets get connected to the Internet, more of them are also being used to place ads bought in real-time to reach specific audiences. By comparison, satellite TV platforms may seem like anachronism. But being beamed from space doesn't mean satellite can't also benefit from programmatic. In this video interview with Beet.TV, General Manager, Addressable & Programmatic at DISH Network, [...]

Why does the company which has credit reports and other data on 235 million US consumers want to play in the advertising business? Because it wants to be a lynchpin. In this video interview with Beet.TV, the director of TV solutions at Experian Marketing Services, Brad Danaher, makes a case for Experian being a fulcrum of the new TV advertising landscape. "Experian sits [...]

Over the last couple of years, there has been a lot of talk about an end to the historic ad pricing model in which intermediaries took a share of inventory traded. Instead, the idea went, ad-tech platforms would need to charge a simple flat monthly fee. We may be far from a full industry conversion to that model, but many platform [...]

Programmatic ad spending in television is still forecast to be a modest 4% next year - but initiatives to bring TV and digital video together could move that needle. In fact, programmatic methods of buying - that is, using data and targeting capabilities to buy individual audiences, not groups of viewers against whole shows - could help turn around linear TV [...]

SAN JUAN, Puerto Rico—When Hurricane Maria shut down Puerto Rico’s power grid in the fall of 2017, NBC and Telemundo gained a new appreciation of their digital platforms to continue engaging with viewers. “We didn’t have a business,” recalls Jose Cancela. “That really was a focus for us on seeing how without power, television is a tough business to be [...]

ORLANDO—Burger King has more than 17,000 restaurants around the world. “So imagine each of them is kind of like a small company” guided by three principles: getting the basics right, ensuring guest friendliness and using technology to help people engage with the brand, says Global CMO Fernando Machado. “We put a lot of effort on remodeling restaurants and making sure that [...]

ORLANDO—Given the huge increase in customer-retailer interaction sparked in large part by technology, it’s not enough to be Chief Marketing Officer at Sam’s Club. “Marketing’s just a piece of it,” says the company’s Chief Member Officer, Tony Rogers. “The nature of the relationship between consumers and retailers has changed so dramatically over the years.” Whereas shoppers’ in-store experiences might once have [...]

ORLANDO—For marketers looking to take back control amid a tsunami of change, it all starts with attracting the right talent. “Talent is the most important asset that we all have, including American Express. And it’s precious,” says Elizabeth Rutledge, CMO of the financial services provider. “You need to nurture it and you need to sort of grow and develop that talent. [...]

ORLANDO—It’s not just advertisers that are in the business of balance as they try to figure out where to allocate their media spending. Consumers are seeking the right mix of ad-free and ad-supported video—an exercise that could get even trickier if, or more likely when, more providers adopt the latter option, according to A+E Networks’ Peter Olsen. In this interview with [...]

ORLANDO—The latest Association of National Advertisers survey regarding in-house agencies at marketers shows they have grown in use to 78% of ANA members in 2018 versus 42% in 2008. To the president and CEO of the 4A’s, which represents outside agencies, numbers don’t represent the entire range of attributes that agencies bring to the table for marketers. “I took the time [...]

ORLANDO—Driven by advances in data-driven targeting, political advertising on local cable television is soaring in advance of the mid-term elections. To FreeWheel’s Joy Baer, it’s a microcosm of what lies ahead for all advertisers. “Emotions are running high. The good news is spend is running very high as well,” already surpassing spending in the 2016 election cycle two weeks before the [...]

ORLANDO—With 1,800 stores, Target’s biggest challenges don’t include size. “We’re big. We have scale,” says CMO Rick Gomez. The trick is to seem small as the chain expands and tries to provide a singularly unique shopper experience on the ground and online. It’s a situation that many retailers would love to find themselves in, Gomez explains in this interview with Beet.TV [...]

ORLANDO -- 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. At a gathering in Orlando, Cannes Lions and the Association of National Advertisers (ANA) convened more than 200 chief marketing officers to inform how a new CMO Growth Council will debate key issues [...]

ORLANDO -- These days, there isn't a big brand that doesn't profess "sustainability" to be a key goal. But is a passion for good things any more than a marketing stunt? To Brad Hiranaga, sustainability is anything but. In this video interview with Beet.TV, the chief brand officer of breakfast cereal maker General Mills says aiming for "good" has multiple pay-offs. "We have this motto [...]