Recent Videos

 

Tru Optik’s Swanston On 8x Advanced TV Growth

We have seen new TVs come with curved screens – but what if the next shape in TV was hockey-stick? That is the growth trajectory the industry is now seeing in the realm of advanced TV advertising, the practice of serving TV ads targeted to individual viewers. “I think that the conversation has really shifted […]

 
 

As It Scales Addressable TV, Charter Tests a Self-Serve Ad Platform

Armed with more precise viewer insights, cable television providers are well positioned to help not only their advertisers but their network affiliates as well by raising the value of their inventory. “So the days of us confronting each other I think from an advertising standpoint are over and I think we really are going to […]

 
 

Laura Desmond: Consumers Are Building Brands Now

Former Starcom CEO Laura Desmond perceives a “full-scale crisis of confidence in marketing” not due to a lack of advertising accountability but to the complicated nature of brand building. “We see it play out with the holding companies and how they’re doing and how they’re under pressure, and that impacts every other part of the […]

 
 

With Hurricane Season Nearing, Many Puerto Ricans ‘Still In Desperate Need’: GroupM’s Cowdell

A Puerto Rico devastated by last year’s Hurricane Maria is on the verge of its next hurricane season. “And there are still problems,” says GroupM’s Phil Cowdell. There will be more storms and “people are still living under roofs with plastic tarpaulins…there are still people who don’t have power. So what we have to do […]

 
 

Greater Focus On Outcomes Will Yield More Credit For TV Industry: NBCU’s Rosen

The TV industry is looking at outcomes and attributions “in a unique way right now” to fend off digital and social competitors that have claimed advertising results for which they’re not always responsible, says NBCUniversal’s Mike Rosen. “There’s that old movie expression don’t bring a knife to a gunfight,” Rosen adds. Yet so far, that’s […]

 
 

Targeting & Reach Are Chocolate & Peanut Butter: Omnicom’s Steuer

As an advertising medium, TV has traditionally been all about attaining the biggest audience reach possible. Now that connected TV has the ability to reach individual consumers based on refined targeting criteria, some in the industry want it to become a one-to-one medium. But there is a third way. For Jonathan Steuer, Omnicom’s chief research […]

 
 

The View from the #BeetRetreat: OMD’s Winkler: Ease Of Viewing, Data Consistency Are Keys To Success

Giving people choices when it comes to television advertising sounds pretty straightforward, but it’s complicated by the fact that many viewers want an effortless experience. “This is why voice activation is working so well, because it’s actually the only thing easier than picking up a remote and pressing the buttons,” says Ben Winkler, Chief Investment […]

 
 

Fox’s Joe Marchese Explains The ‘Two-Step Process’ Of TV Advertising ROI

As someone who is responsible for television advertising sales, Joe Marchese is bullish on the medium. But as a viewer, he wants a lot more in return for his investment of time. “I love what advertising affords and supports content and storytelling,” but the current “incarnation of the market” has just been between publishers and […]

 
 

FCB’s Halper: Onus On Brands To Create Entertaining Content

If storytelling will be over “when the world is perfect” is true, advertisers would seem to have nothing to worry about. However, storytelling is everywhere and it’s very easy for consumers to avoid. There is a parallel here to the 2018 Cannes Lions International Festival of Creativity. While there is a category for Brand Experience […]

 
 

Technology ‘Moving The Conversation’ From Addressable To OTT: Magna’s Cohen

As the U.S. addressable linear television footprint continues to grow, OTT is “here and now and scaled, and we are definitely seeing dollars flow in that direction,” says Magna Global’s David Cohen. “Whether it’s Roku or whether it’s Amazon, it’s a very, very big growth engine for us.” Amid the TV Upfront negotiating season, consumers […]

 
 

Wavemaker’s Smith Has A Recipe To Make The Future

Almost 12 months to the day after Group M merged its MEC and Maxus agencies, the combined entity finds itself starting up just as everyone talks about the prospect of the sun setting on ad agencies. But Wavemaker, which started up in September, is responding to the talk of agency disintermediation with a clear plan. […]

 
 

OpenX’s Leichman Predicts ‘Massive Consolidation’ In Ad-Tech

For at least as long as there has been a Lumascape, consolidation has been the check and balance on ad-tech proliferation. But could we be about to enter another wave of merger and acquisition? One platform exec thinks so. In this video interview with Beet.TV, OpenX’s senior director of buyer development says the new practice […]

 
 

Ken Auletta’s ‘Frenemies’ Book Chronicles Anxiety And Disruption In The Ad World

When The New Yorker writer Ken Auletta decided to take a hard look at companies that are dependent upon advertising, he came away seeing “frenemies” everywhere—all of them facing “existential assault.” The resulting book, being released today after three years of research, is titled Frenemies: The Epic Disruption of the Ad Business (and Everything Else). […]

 
 

Brands Must Refocus On Consumer Relationships: Forrester’s O’Connell

Just because you can reach a consumer through super-targeting, doesn’t mean you should. That is the new advice from one leading marketing analyst who has worked at an ad-tech platform but who also benefits from reams of consumer insights. In this video interview with Beet.TV, Forrester VP and principal analyst Joanna O’Connell says many marketers are […]

 
 

Magna’s Cohen On A Changing Cannes Festival, Creative Versioning

When David Cohen first attended the Cannes Lions International Festival of Creativity about a dozen years ago, it was as a “digital media guy and I was so honored to go to an environment where was all these creatives and the best creativity in the business.” Fast forward to the present and Cohen, like other […]

 
 

Cannes Needs To Revisit Its Creative Core: Dentsu’s Ray

Like many people attending Cannes this year, Doug Ray is looking for a return to the “core” of what the International Festival of Creativity was meant to celebrate: creativity. “Cannes has changed so much since the first year I went, which was 2006. It has become the new CES in some respects. It’s become an […]

 
 

Facebook Backlash Won’t Change Consumer Behavior: IBM’s Bitterman

The #DeleteFacebook campaign may have reached fever pitch – but Facebook’s Q1 daily active users were up 13% over the previous year. With performance like that, it is enough to make observers wonder, did the Cambridge Analytica scandal even happen? That scandal, coupled with Europe’s new GDPR legislation, has put the digital marketing industries on […]

 
 

MediaMath’s Man In DC On Global Privacy Debate

If you thought ad-tech companies weren’t taking seriously the prospect of GDPR-style privacy legislation coming to the US, consider this – in March, MediaMath hired a State Department official as its VP of government policy. Daniel Sepulveda had been deputy assistant secretary at the department, and had served as its “ambassador” on international communications policy. […]

 
 

As President Of Creative Spirit, OMD’s Rossi Will Spotlight Neuro Diversity At Cannes

What started at Advertising Week last year—a movement called Creative Spirit that helps people with intellectual or developmental disabilities enter the advertising and marketing workforce—moves to the main stage at this year’s Cannes International Festival of Creativity. As Creative Spirit’s Co-Founder and President, OMD CMO Laurel Rossi sees the move to Cannes as a sign […]

 
 

FreeWheel Markets: A Focus On Audience, Measurement And Buy-Side Engagement

FreeWheel is “very happy to be heavily investing in Cannes again this year” as it looks to broaden its footprint on the buy side and find more strategic partners to tackle industry issues like attribution and measurement in television. As is the case in the ongoing TV Upfront season, there will be lots of discussion […]