Recent Videos

 

Targeting, Next-Day Reporting And Optimization Key To Addressable TV: FreeWheel’s Brian Wallach

What’s the difference between bidding on real-time, digital advertising avails and addressable television inventory? Not much, thanks to aggregation and automation. While the national addressable TV footprint grows bigger with each passing year, many advertisers are making use of household targeting to hone in on specific audiences. And those capabilities are getting more sophisticated, as […]

 
 

Tru Optik & comScore Bring Demographic Ad Buying To Connected TV

When it comes to the connected TV opportunity, many people are most excited about the opportunity to precision-target individual consumers using granular profile data. But that doesn’t mean demographics are done as a targeting mechanism. Tru Optik, a technology vendor that offers a data management platform for over-the-top (OTT) TV advertisers, is now partnering with […]

 
 

Tracking Trends In Programmatic Premium Video With FreeWheel’s Neil Smith

Viewing of premium video is certainly fragmented. But the same holds true for selling ad inventory programmatically, regardless of whether “pipes are connected” from the desktop all the way to set-top box video on demand. “There are different levels of maturity in terms of the ease or liquidity of programmatic transactions and there are different […]

 
 

Out-Of-Home Viewing Metric Assigns Value To Overlooked Audiences: Nielsen’s Kelly Abcarian on Turner Deal

Television networks whose programming is seen in such out-of-home venues as airports, restaurants and offices are getting a welcome lift from Nielsen. Lift as in the incremental size of OOH audiences beyond traditional ratings metrics. Time Warner’s CNN and Turner Sports this week signed on for Nielsen’s OOH measurement service, which uses a panel of […]

 
 

Fox Networks’ Noah Levine On The Six-Second Ad Format, Enhanced FX Offerings

Pleasing television viewers while meeting advertiser goals is the constant balancing act facing ad-supported content providers. With this in mind, Fox Networks Group recently embraced YouTube’s six-second ad format as it continues to experiment with limited-ad offerings and enhanced audience targeting. “Our biggest form of competition in human attention in the entertainment television space is […]

 
 

NBCUniversal’s Denise Colella: ‘Best Upfront Ever’ With Big Demand For Data Products

Coming off of its best TV Upfront ever, NBCUniversal has seen at least a tripling of its data products. While it’s a testament to the company’s investments in data capabilities and the NBCU Audience Studio, there’s still work to be done to deliver the best possible ad experience to consumers. This is the assessment of […]

 
 

Cannes Mastercard Session: Execs Address GDPR And ‘Privacy By Design’

CANNES — From May 2018, strict new regulations governing how companies can handle European citizens’ data will pose a challenge to everyone who handles customer or audience data. Amongst other stipulations, the European Commission’s General Data Protection Regulation (GDPR) measures include: explicit valid consent must be given for citizens’ data to be collected. consumers can instruct […]

 
 

FOX’s Marchese, ESPN’s Johnson Sort New Ad Currencies for Premium Video

CANNES – Are media buyers too preoccupied trying to define “TV” and “video”? It’s worth approaching the issue from the sell-side, by way of Fox and ESPN. The answer rests on delivery systems, according to Joe Marchese, President, Advertising Revenue, Fox Networks Group. “The idea is, is a stream being delivered in a way in […]

 
 

Tracking The Consumer Purchase Journey With MEC’s Nathalie Haxby

CANNES – For MEC, understanding the consumer purchase journey involves making waves and showing clients how their “momentum” stacks up against competitors. It’s a blend of data, content and technology—something that the Cannes Lions festival is catching up to, according to the global media agency’s Nathalie Haxby. “We’re seeing a lot of that now with […]

 
 

What Agency Tech Chiefs Have Learned From Climbing The Ranks

CANNES — In the last couple of years, data-driven and programmatic advertising techniques have grown in importance to ad agencies, so many of the agencies have put the processes at the heart of their organizations. For many, that has meant a promotion for the executives who once ran outlier data divisions within an agency but […]

 
 

How Omnicom Digital Uses AI For Better Outcomes: CEO Nelson

CANNES — Artificial intelligence may be the technology flavor du jour – but some companies out there have been using AI methods for years. In this video interview with Beet.TV, ad agency Omnicom Digital CEO Jonathan Nelson defines AI, outlines how his company applies the tech, and casts a note of caution. “AI’s been in our […]

 
 

MEC’s Tim Castree: Solving Cross-Screen Convergence Will Keep Agencies Relevant

CANNES – As long as television and premium video remain atop the ROI stack for marketers, agencies need to solve convergence of the two for their marketer clients. If they don’t, they could be disintermediated by giants like Facebook and Google and knocked down a rung on the value chain by new entrants like Accenture. […]

 
 

Buy-Side Vets Tackle Audience Measurement, Creative Output Challenges

CANNES – Delve into the challenge of cross-platform video audience measurement with three buy-side veterans and you’ll get sports metaphors, frustration and eager anticipation for things like Facebook’s plunge into scripted programming. So it was when Comcast presented a panel at the Cannes Lions Festival of Creativity featuring Amplifi US’s Lucas Cridland, Magna’s David Cohen […]

 
 

AI Helped Havas & ITV Predict Trump Victory

CANNES — Can artificial intelligence predict the outcome of an election? Back in November, Havas did exactly that. When the world was betting on a Hillary win, Havas deployed what, like large tech firms, it is now calling its “cognitive” technologies, on 15 million news articles, candidates’ speeches and a billion social posts by 10 […]

 
 

IPG, GroupM & Dentsu Agency Leads Explore Data Taxonomy And The Mobile Revolution

CANNES — Mobile is one of the biggest forces shaping digital marketing, marketers are challenged to agree common data standards, and advertising can enjoy a healthy future where commerce is taking place. Those were some of the conclusions of a panel of ad agency technology executives, who debated the topics in a session recorded by […]

 
 

Time Is Now To Act On AI: OMD’s Edwards

CANNES — Artificial intelligence has been around for a long time – well, in theory. But one leading ad agency thinker says the technology has reach the point where executives simply must decide what their execution strategy looks like. So OMD’s Jean-Paul Edwards commissioned a Europe-wide research study to understand how companies in different countries […]

 
 

Chatbots Beat Email For Marketing Engagement: Octane AI’s Parr

CANNES — Would you let a bot do your marketing for you? Ben Parr thinks you should – and so do the investors who just gave $1.6mn to the startup he founded to convince you. Parr, a former Mashable writer, co-founded Octane AI last year, to help brands deploy AI-powered chatbots that can interact with […]

 
 

Time Inc.’s Andrew Snyder On Bridging Digital, Augmented Reality And Legacy Print

CANNES – What does drinking beer and scaling Mt. Everest have in common? For Sports Illustrated, it was an issue dedicated to augmented reality with Coors Light tagging along in a “high-touch, custom-created solution.” The May 8 issue of SI was an AR-lover’s dream as it enabled readers to scan its content without the use […]

 
 

TV Still ‘Massively Important’ In LATAM Markets: MEC’s Renato de Paula

CANNES – U.S. television broadcasters can take solace in the fact that it’s not just their world that is being upended by digital distribution. The same thing is happening in Latin America. “Everybody’s trying to reinvent themselves in one way or another,” says Renato de Paula, CEO of MEC Latin America. “We are experiencing video […]

 
 

DoubleVerify’s Gattinella Has Fake News Sites In His Sights

CANNES — Depending on who you talk to, two-bit news sites that play fast and loose with the truth swung last year’s US presidential election. But they also swung advertisers’ ire toward ad-tech platforms that, for a time, seemed unable to stop brands funding the fakers. That is why Wayne Gattinella introduced a new way to […]