Recent Videos

Gray’s Howell Welcomes ‘Game-Changing’ ATSC 3.0 Standards

Ten years after it replaced North America's NTSC, a set of standards for TV transmission, the ATSC just launched the third version of its specifications - and that has some in the industry excited.Coming from the Advanced Television Systems Committee, ATSC 3.0 includes support for the HEVC codec at up to 2160p 4K resolution, wide color gamut, high dynamic range, Dolby AC-4 and MPEG-H 3D Audio, datacasting and targeted advertising.The ability for advertisers to garner viewer ratings right off TV [...]

 

AI To Predict Ad Success From The Storyboard: 605’s Shirole

For all the hype, machine learning is little more than a way a computer takes a set of existing data and looks for the patterns, in order to make a call as to the likely future outcomes based on new input.That means the technology of the future will depend heavily on the outcomes of the past.But the effect, nevertheless, could be to unlock big future growth. In this video interview with Beet.TV, Gaurav Shirole of 605 imagines a future in [...]

 

It’s About Mattering to Consumers, Not Marketing to Consumers: Mondelez’s Williams

ORLANDO – When recruiting new hires, Katie Williams, vp of marketing at Mondelez, likes to share the company’s values: loving Mondelez consumers and brands, growing every day and doing what’s right. The goal is to underscore that employees will work on the iconic brands owned by Mondelez, including Oreo, Sour Patch Kids and Chips Ahoy in an environment that cares about their work and how they do it.“When we connected into [our values], it enabled us to talk to young [...]

 

Pearle Vision CMO Zarkin: Marketing Can’t Be Everything to Everybody

ORLANDO – For Pearle Vision vp and CMO Doug Zarkin, a successful marketing strategy has to involve sacrifice.“Marketing can’t be everything to everybody,” Zarkin told Beet.TV in an interview at the CMO Growth Council. “It forces brands to be rigorous and disciplined in terms of what we stand for. We could talk about a lot of things, but what should we talk about. And more importantly what do we need to talk about.”By creating a dialogue that targets the right [...]

 

Employees Want to Work for Companies Driving Change: Citi’s Breithaupt

ORLANDO  – In an interview with Beet.TV at the 2019 Global CMO Growth Summit, Global Consumer CMO of Citi, Jennifer Breithaupt, lent insight on the company’s approach to employee engagement and advertising investment. In discussing causes that are meaningful to the brand, Breithaupt says that the commitment must be felt top-down from the whole organization. “It can’t be a hobby and it can’t be a moment, it has to be a movement,” she says. Standing behind issues beyond the brandIn recent [...]

 

CMOs Need to Be Change Agents: American Express’ Rutledge

ORLANDO - In an interview with Beet.TV at the 2019 Global CMO Growth Summit, American Express CMO Elizabeth Rutledge provided insight into the ways that marketing has, and has not, evolved in recent years.While new breakthroughs in data and technology have brought new capabilities to marketing, including personalized messaging, Rutledge says “the customer has, and will always be, the North Star for American Express.”Rutledge adds that while media has advanced, the more things change, the more that tried and true [...]

 

‘The Puddle Of Confusion’: ANA’s Liodice Wants CMOs To Re-Focus

ORLANDO -- Ad-tech is nice, but it is also a distraction and now it's time for marketers to refocus on business fundamentals.That was the message from the leader of an umbrella group representing tens of thousands of US brands, as his own conference got under way this week.Bob Liodice, CEO of the Association of National Advertisers (ANA), spoke with Beet.TV for this video interview at ANA's Masters of Marketing Week in Orlando."As we lost sight and gotten distracted by the [...]

 

The New Auto Advertising Is Precise: TEGNA’s Fagan

Over-the-top TV advertising technology holds the potential to drive more specific outcomes for car salespeople..In fact, the ability to track which car ads were seen by which viewers and which viewers went along to a showroom as a result could be a game-changer, says one broadcast company owner offering that functionality."Automotive is a classic example," says Tim Fagan, chief revenue officer at TEGNA. "It's getting really, really precise. OTT brings that capability at a far more precise way than linear [...]

 

MasterCard Harnesses Spend Data For Marketing, CMO Rajanmannar Says

ORLANDO -- MasterCard's "Priceless" marketing campaign has been running in various guises since 1997 now. This year, the company has tried to infuse it with "multi-sensory marketing".But being MasterCard's chief marketer isn't all about experience, however. The financial services company is also swimming in consumer financial data to better customize its own offerings and its marketing.In this video interview with Beet.TV at the ANA Masters Of Marketing conference, Raja Rajamannar explains how his team is doing that, sensitively."As people are [...]

 

The Best Way to Deal With Disruption Is to Lead It: P&G’s Pritchard

ORLANDO  - Ahead of his panel during the 2019 Global CMO Growth Summit, P&G chief brand officer and co-chair of the ANA Marc Pritchard spoke to Beet.TV to give an overview of his outlook on the industry. It starts with disruption. “Everyone’s being disrupted,” says Pritchard. The only way to deal with disruption is to lead it, he adds.Here’s what Pritchard wants to reinvent in the industry:Media, from wasteful, mass blasting to mass one-to-one precision using data and digital [...]

 

How OTT Ads Get Higher Viewability & Less Fraud: MediaMath’s Fisher

Compared with some of the more troubled parts of the digital advertising ecosystem, TV has always been considered cleaner.Whilst online ad buyers, over the last few years, have wrung their hands over viewability, fraud and supply-chain transparency issues, television - if only because it has been, by definition, disconnected - has sailed on by the controversy.Could the new connection of TV devices to the internet change that, however?Integrated Ad Science, a maker of ad fraud detection software, says it is [...]

 

Nelson: With Roundel, Disney Can Better Meet Brands’ Demands

ORLANDO – Disney’s deal with Roundel, from Disney’s perspective, is a play to help brands optimize and measure the effectiveness of their own campaigns.According to Disney Advertising Sales svp of cross portfolio solutions Laura Nelson, in conversation with Beet.TV at the annual ANA Masters of Marketing Conference, Disney caught on to just how powerful Target’s in-store and online data was. The plan with the partnership, she says, is to work with both Target and their brand clients that have big [...]

 

Local TV Can Easily Flip To Impressions: Hearst’s Wertlieb

Local TV is perfectly capable of overhauling the the historic system it uses to sell advertising - because that system has been hiding in plain sight.So says the president of Hearst's television operation in this video interview with Beet.TV.The industry is embarking on a shift, from the historic method of measuring and selling TV eyeballs using rough "gross rating points" (GRPs) to selling on real viewership, by digital-style impression.Whilst that may seem like a challenge, given local TV's patchwork nature, [...]

 

MediaMath’s ‘Source’ Aims To Reboot Ad-Tech For Transparency: CEO Zawadzki

ORLANDO -- It is three years now since the ANA’s K2 Transparency Report kick-started a procession of outcries in media land, accusing agencies of operating a system of rebates and kickbacks that worked against brand clients by hiding substandard effectiveness, leading to ad-tech vendors also being accused of obfuscating “ad-tech tax” fees siphoned away from real advertising spend.But, whilst all manner of initiatives has aimed to tackle the problems,  and whilst ad-tech platforms have enjoyed professing their own higher standards versus those of [...]

 

IPG’s Engelgau On Identity & People In Marketing

They are two of the most talked-about terms in the new digital advertising landscape.But what is the state of "identity graphs" and "people-based marketing", really?In this video interview with Beet.TV, Chad Engelgau, Global Chief Data Strategist and Head of Client Management at IPG Mediabrands, explains.Identity graphs: "Identity graphs really help you anchor all of your insights into a normalised set of individuals or households or even businesses if you're a B2B marketer, and then activate those consistently."People-based marketing: "People-based marketing is [...]

 

Email Is Under-Used And Episodic: Epsilon’s Benyo

It may date back to 1973 and have been overt-taken in the digital communication fashion stakes by Slack and social - but could email be due a comeback in marketing and communications?Of course, email marketing has remained popular throughout but, as brands got hooked on the targeting powers of digital advertising, many switched strategy.Now that the pendulum is swinging away from indiscriminate targeting of users around the web, toward opted-in customer relationships, many are beginning to re-assess the value of [...]

 

Our Environment Is Naturally Data Rich: GSTV’s McCaffrey

GSTV, formerly Gas Station TV, has a valuable piece of customer insight to share with brands. When people fill up their tanks, they tend to spend more money overall that same day, making them a prime audience for advertisements and content.GSTV is a national video platform, running in more than 200 markets with 93 million monthly unique viewers, per president and CEO Sean McCaffrey. “We’re content and context on the consumer journey,” he says, getting in front of customers four [...]

 

OpenX’s Parsons On The Search For A New Cookie

Web publishers are losing advertising sales to closed platforms like Facebook, and may need to start operating like those big guns if they are to claw it back.So says one of the main web ad exchanges that is now moving in to the new world of audience identity solutions.In this video interview with Beet.TV, OpenX chief product officer Todd Parsons says the traditional ad targeting practice of using cookie files on user devices - which was already facing challenges in [...]

 

Local TV Will Go Impression-Based: WideOrbit’s Mathewson

Local US TV has come a long way - but now it needs to go through another revolution, to change the way it sells its advertising."Stations historically have been more difficult to buy than they needed to be," says Eric Mathewson, CEO of WideOrbit, a software company aiming to help them do that. "Agencies would spend roughly as much money buying local television stations as it costs them in labour to do so."Stations always had a great product to buy. [...]

 

How Impressions Will Boost Local TV: WideOrbit’s Offeman

Local TV broadcasters are eyeing replacing the method through which they have made money for decades - but they have so much to gain, says an executive urging them to do just that.Many broadcasters are contemplating a shift, from the historic method of measuring and selling TV eyeballs using rough "gross rating points" (GRPs) to selling on real viewership, by impression, in a manner more familiar to digital publishers.In this video interview with Beet.TV, Will Offeman of WideOrbit, a software [...]