VIEQUES, PR -- Already this year, several of the big US TV networks have declared they will make moves to let advertising buyers use granular and first-party viewer data, over and above traditional Nielsen data, to target ads on linear TV. Speaking on this Beet Retreat panel, representatives of the networks explained their strategy. The recent announcements included: Fox, Viacom and Turner teamed to [...]

VIEQUES, PR – Having worked nearly two decades for a major holding company media agency, Francois Lee prefers the “pipeline” of data that runs through MDC Partners’ Assembly to “siloed verticals.” When MDC launched Assembly three years ago, it combined the prowess of TargetCast, RJ Palmer and Doner Media under one roof. Lee joined in 2015 from MediaVest, where he had spent [...]

Television can drive big awareness, but with digital media brands can take small steps with small budgets and “test and learn” their way to success. This, in essence, is the approach online and brick-and-mortar retailer West Elm has taken during nearly 30 consecutive months of profitability. West Elm has shied away from spending money on TV commercials because “there’s no real [...]

VIEQUES, PR -- Digital advertisers need a common metric for what constitutes user-viewable video inventory - but they shouldn't rely on it as the prime driver of their strategy. That is according to a trio of ad-tech execs whose companies help bring some visibility to the problem, but who say the challenge is greater than that. Almost three years after the Media Ratings Council set [...]

VIEQUES, PR -- Age, gender and demographic just don't cut it anymore. In the new age of advertising super-powers, marketers want to target consumers with more more granularity and certainty than traditional measurements allow. Fortunate, then, that a whole new raft of data sources is coming on-stream to help them do that. In a panel discussion convened by Beet.TV at the Beet Retreat, executives [...]

LOS ANGELES -- For TV advertisers eager to see the effect of their campaign more quickly, a US- and India-based company claims to have the answer. Alphonso, which offers the ability for buyers to serve ads on to digital devices based on an understanding of consumers' TV viewing behaviour, also this month launched closed-loop attribution. The product is the paid version of the [...]

LOS ANGELES -- At a time when publishers' spoils from relying on social platforms for distribution are coming under scrutiny, the man responsible for brokering Twitter's deals with news organizations says the busy current news environment makes the platform perfect for publishers and advertisers alike, In its last-published quarter, Q4 2016, Twitter made $638mn from advertising, slightly less than the same quarter a year [...]

LOS ANGELES – It’s been a busy six months for Matter More Media CEO & Co-Founder Tracey Scheppach. The addressable television specialist formerly of Publicis has a new partner in Co-Founder and Publicis colleague Steve Murtos and a new strategic data partnership with Tapad. Scheppach is particularly excited about new addressable TV operators and the potential groundswell of interest she’s noting [...]

LOS ANGELES – Reaching the right audience with advertising is only part of the bigger puzzle called engagement. It starts with figuring out the role of media in driving creative decisions. “I think the opportunity around creativity is to divorce it from the visual design standpoint,” says Doug Rozen, Chief Digital & Innovation Officer at global media agency OMD. Rozen and [...]

Analyzing the impact of video advertising reveals not only incremental lift in offline store visits but also the vast difference in quality of inventory from one programmatic exchange to another. These are just two of the takeaways that emerged during a panel discussion by industry professionals at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider [...]

LOS ANGELES – The year 2017 could see set-top box and other forms of addressable advertising become truly scalable, while a great deal of work is still to be done on creative versioning of campaigns. That’s the prognosis of GroupM Chairman Irwin Gotlieb, who doesn’t think media owners should be thrown “under the bus” because of headline-grabbing digital brand safety issues. “I [...]

VIEQUES, PR -- The IAB may have a list of standard ad formats, the hymnsheet that the online advertising industry sings from. But ad formats are changing every day. Publishers and platforms go on tinkering with offering new ad experiences in a never-ending quest to push the boundaries and increase consumer attention. But what happens when publishers innovate ahead of the standard curve, [...]

VIEQUES, PR -- It operates what is becoming known as one of the world's leading addressable TV advertising systems. Now the UK's Sky is launching AdSmart in to Ireland. Speaking at the Beet Retreat in Vieques, Puerto Rico, in the middle of March, the satellite platform's advanced TV director Jamie West said: "Sky AdSmart launched in Italy six weeks ago, it launches [...]

LOS ANGELES – One of the challenges of understanding cross-screen content consumption is knowing the right time to go cross-screen with advertising messages and at what depth. Then there is the separate hurdle of finding enough places to target consumers with addressable ads. These are two subjects that occupy the mind of Kathleen Brookbanks, Chief Operating Officer of Omnicom’s much-celebrated Hearts [...]

LOS ANGELES – While in the larger world there’s nothing wrong with building silos, the advertising industry just has to break the habit when it comes to the digital space. Every time there’s a “new thing,” a new vertical is created even as consumers are craving ever more seamless experiences. “We as an industry, in trying to learn each thing, create [...]

LOS ANGELES – There’s something reassuring about knowing that a company called Target is very good at targeting its guests. In return, they inform the retailer about their television preferences along with “how they’re moving from one screen to another,” says Kristi Argyilan, SVP of Media, Guest Engagement & Measurement. “Because we’re a retail organization, we’re able to really understand who [...]

VIEQUES, PR – Six years ago, the NewFronts were birthed to serve a burgeoning video marketplace. Sellers hoped to cash in on consumer viewing behavioral shifts while charging advertisers broadcast television-like CPM’s. “Guess what happened? Nobody was buying,” recalled Carl Fremont, Global Chief Digital Officer at media agency MEC. That’s because there was no measurement around digital viewing and digital really couldn’t [...]

Marketer perceptions about the purpose of digital video advertising—branding versus performance—is changing, with the travel category one of the strongest proponents of performance. This is one of many findings of a research report commissioned by Eyeview and conducted by Sequent Partners at the end of 2016. As explained by Sequent’s Jim Spaeth at the recent Beet.TV Leadership Summit titled Outcomes and [...]

VIEQUES, PR -- Video ad-tech vendors have spent the last couple of years sniffing around the TV industry, hoping to start processing even a fraction of the $75bn US TV advertising industry in the same way they have begun gobbling up online video ads. But a new rationalism has recently dawned on the vendor community, and ad-tech suppliers, aware they won't change the [...]

Matching media exposures to sales data shows that while creative and reach are the first two main drivers of purchases, respectively, context is a solid third. Which means that within the digital realm, there’s much work to be done understanding all the contextual permutations. These were key takeaways from observations shared by Nielsen Catalina Solutions Chief Revenue Officer Andrew Feigenson at [...]