MIAMI – Verizon was ahead of the technology curve when it began offering fiber directly to the home with Fios (fiber optic service) in 2005. Now that its Fios addressable television offering just celebrated its one-year anniversary, the company is able to tout the benefits that speed brings to advanced TV targeting. Because it’s a wired network that doesn’t rely on [...]

SAN JUAN, PR -  Ten days ago, I visited a neighborhood in San Juan called Santurce.  Amid the damaged and mostly darkened public housing complexes, we met dozens of community members at the Boys & Girls Club of Puerto Rico. The young and old came for tutoring, leadership training, recreation and hot meals.   The Club, one of 20 on the island, [...]

MIAMI – There are the headlines—traditional TV versus digital upstarts—and then there’s the reality behind the scenes. To wit, Google is playing a big part in helping traditional broadcasters transition to the digital future with solutions like dynamic ad insertion. In the U.S., “We work with 28 of the top programmers,” from sports content to networks like CBS and AMC, says [...]

Since time immemorial, TV ads have been bought with a blunt instrument - broad age-and-gender demographics of viewers to shows. But that time is changing. Thanks to the infusion of a raft of new data points, TV ad planning, buying and insights are getting smarter. At the Beet Retreat, comScore EVP Cathy Hetzel and chief product officer Raghu Kodige of Aplphonso, a TV data [...]

MIAMI – To reach its guests in the most effective ways, Target wants to create “a different kind of video ecosystem.” This requires lots of data—a growing in-house capability of the retailer—a better understanding of the context in which those guests consume media, plus being more nimble with creative versioning. Target Media Director Nick Jezarian was one of the keynote speakers [...]

In the digital, cloud-stored era, the new bottomless treasure-trove of shows from the entire history of TV is changing the whole nature of what constitutes a "new" series - and, with it, how marketers should insert themselves in to the rhythm of a season. At the Beet Retreat in Miami, Disney/ABC sales and marketing SVP Marco Forte discussed the findings of [...]

MIAMI – A+E is working with some of its competitors on new attribution modeling showing the ability of TV ads drive business outcomes, while the network tests video-on-demand addressability with Comcast and explores national addressable inventory. These are some of the network’s recent activities as outlined by Mel Berning during an interview at the recent Beet Retreat Miami 2017. “TV has taken [...]

MIAMI – The traditional television ecosystem—buying on age and sex demographics—is “pretty well oiled.” So when some advertisers consider advanced audience targeting, there’s a certain amount of inertia, along with financial constraints, that can hold things back. Take low-penetration brands. Advanced targeting is challenging “because you may not find the reach that you want, but you can certainly find the audience,” [...]

It is now two years since Sling was reborn as an over-the-top TV experience for cord-cutters in the DISH Network stable. In that time, DISH hasn't just been helping position the service as a paid platform for the post-cable era. It has also been using Sling as a Trojan Horse in to the new world of programmatic TV ad sales. In this [...]

Advertising through over-the-top TV services is still nascent, still essential and still waiting to be fully unlocked by better measurement. That is according to one executive in the space who co-founded her own company to help advertisers benefit from the opportunity. "I think we're early days for OTT, the targeting layer just started," one2one Media's COO Jamie Power says in this video [...]

What is the relative marketing impact of advertising in different kinds of digital video? Many debate the benefits of so-called "premium" video but, in this video interview with Beet.TV, Videology CEO Scott Ferber breaks out a three-tier stratification of that construct, with with different impact ratios for each: 4:1 - Full episode player (eg. Fox, NBCU, Hulu): 2:1 - Portal (eg. AOL, [...]

MIAMI -- TV ad rates are known for being amongst the highest in the business. So what happens when ads get pumped to a TV set over an internet connection? According to an executive from publishers' advertising trade body, OTT TV ads should be higher-priced than those on TV. Asked how the over-the-top rates should compare with traditional TV, IAB sales and marketing SVP [...]

When GroupM launched Finecast, after a year of development, this fall, it may have seemed like yet another industry attempt to crack the addressable TV advertising opportunity. But, in the smaller UK market, Finecast has quickly gained real traction - and now its boss wants to give it to the world, too. The agency's business unit aims to "help advertisers address hard-to-reach [...]

MIAMI – These are busy times at Disney|ABC following the consolidation of sales groups and it couldn’t come at a better time. Advertisers “want fewer, they want bigger, they want better,” says Marco Forte. With this year’s reorganization, Forte is SVP, Disney|ABC Sales & Marketing. In this interview with Beet.TV at last week’s Beet Retreat 2017, Forte talks about advanced audience [...]

MIAMI – Walled gardens. “Barbarians” at the gates of the television industry. Coming together to solve shared challenges. These were some of the propositions at the recent Beet Retreat, as articulated by Furious Corp. CEO Ashley J. Swartz. As she has traditionally done, Swartz—who was both a participant and panel moderator at the Retreat—provides a recap in this video interview that [...]

Maybe, one day, the addressable, programmatic, data-driven buying of TV ads will appear on our TV screens. That used to be the view in TV land - "one day". But one ad exec elbow-deep in the data says that day is already upon us. "I spend a lot of time in the marketplace talking with partners, talking with agencies and brands who [...]

It has been providing programmatic advertising buying services for a decade. But now AppNexus' video efforts are kicking up a gear. At its customer summit in New York, the company made three announcements it hopes will make it easier for advertisers to buy ads in over-the-top and connected TV environments: Direct integration with Pluto TV and TUBI. Integration of OTT DMP Tru Optik's [...]

It may be a digital world, but two of the big marketing data providers are now partnering to help brands better understand how their audiences behave in analogue spaces. LiveRamp is partnering with Criteo. In the deal, Criteo becomes LiveRamp's first European partner for its IdentityLink product, helping to piece together an omnichannel view of consumers, specifically in the UK and [...]

Shifting consumer-viewing preferences are fueling a big influx of over-the-top, premium video advertising inventory in both video-on-demand and live streaming. SpotX is helping DISH Network’s Sling TV work with “buyers of all shapes and sizes” to facilitate programmatic buying of that inventory. “Obviously this is a new area of the business and it’s changing very rapidly,” says SpotX Chief Revenue Officer [...]

A year ago, a big challenge for providers of addressable TV ad solutions was the industry’s ability to understand the value exchange compared with mass, linear TV spots. “I don’t think that’s the case anymore,” says Mike Bologna, President of one2one Media. Now the big issue is “consistency,” Bologna says in this interview with Beet.TV. “Addressability is still very much a system-by-system [...]