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 [...]

LOS ANGELES – OpenAP, the fledgling audience-buying partnership of Fox, Turner and Viacom, will use Accenture for back-end posting of campaign results as it seeks to add more publishing partners. “The third-party post will come from a company who’s got a great reputation in the media management field,” says Howard Shimmel, Turner’s Chief Research Officer. In this interview with Beet.TV at [...]

Lots of data and great creative for ad campaigns are meaningless unless you can be sure they’re actually driving revenue. Because at the end of the day, “It’s what the C-suite cares about,” says author and keynote speaker Andrew Davis. Davis was among some three dozen advertising and media experts who gathered for the recent Beet.TV Leadership Summit titled Outcomes, presented [...]

LOS ANGELES - After a month in which advertisers, agencies and publishing platforms have been pilloried in the press for allowing ads to fund shady content like terrorist recruiting videos, the world's largest media agency is asking platforms to make a simple change it says could solve the problem. "We think we can catch 99.9% of inappropriate content before it goes out [...]

LOS ANGELES – Despite great advances in digital and television audience targeting, platform-specific creative is a milestone the industry has yet to achieve. Until a silver bullet arrives, there’s some “simple stuff” that agencies and brands can do, according to Amanda Richman. “One of them being, let’s bring together all the right parties that all have the same interest in success [...]

LOS ANGELES – By their very nature, financial institutions are held to standards of conduct that most marketers never have to worry about. So when Bank of America’s Lou Paskalis talks about brand advertising showing up alongside digital content that promotes terrorism, he’s unflinching about what needs to change. “We just can’t be in business with any company that is facilitating [...]

VIEQUES, PR -- In the traditional marketing funnel, TV and video ads were commonly used to spark only initial consumer awareness of a brand. But video ads are gaining new powers, and targeting was just the start. Now new technologies claim to be able to follow the actions of video ad viewers all the way through to product purchase, and so to offer advertisers guaranteed sales [...]

LOS ANGELES – Taco Bell CMO Marisa Thalberg knows that despite viewing shifts, traditional television is still a powerful medium for the fast-food giant. What she finds “very scary” is spending money on digital platforms given issues like viewability, fraud and the potential for the company’s ads to appear in the wrong environment. “TV’s still really powerful for us. It’s still [...]

VIEQUES, PR -- Recent moves by US broadcasters to begin selling some of their TV ad slots by making more digital-style data available are likely to bear fruit at the upcoming US TV ad sales season known as "upfronts". Earlier in March, Fox, Viacom and Turner teamed to form OpenAP, a system in which they will allow ad buyers to define audience segments that [...]

LOS ANGELES – Some brand marketers are tired of hearing about things like ad tech stacks, data integrations, measuring click rates and figuring out last-touch attribution. But there is a growing focus on things like dynamic ad insertion to tailor messaging to the right audience at the most appropriate time. “What they want to know is did you drive sales,” says [...]

VIEQUES, PR -- Two years after being acquired by Fox for $200mn, true[X], an ad-tech vendor helping advertisers to deliver non-intrusive interactive TV ads, has been awarded for its work. Work touched by true[X] received four wins at the Internet Advertising Competition awards. Awarded work included a commercial for Warner Bros' Suicide Squad movie, one for auto research site Kelley Blue Book and a cat [...]

LOS ANGELES – When there was just linear television, delivering the commercials—i.e. the creative—to TV stations was a fairly standard if not boring process. But with the explosion of viewing across screens and instantaneous delivery of creative, it’s a whole new ballgame. The “dirty little secret” that much of the industry is either unaware of or doesn’t want to acknowledge is [...]

LOS ANGELES – More than half (52%) of 250 agency and brand leaders surveyed by the FreeWheel Council for Premium Video believe that improving the video ad experience for consumers is the biggest challenge for the industry. The findings underscore the need for creative diversity so that messaging is appropriate across all screens. Given the 2017 the Upfronts and the attendant conversations [...]

VIEQUES, PR -- One of the world's largest international TV operators is three years in to an addressable advertising roll-out that has to happen differently across 14 markets but has to be innovative nonetheless. But Liberty Global's advanced advertising MD thinks he has found a way to keep things simple whilst also being disruptive and going about things in a way US [...]

LOS ANGELES – The last few years have been contentious times between advertisers and their agencies on a number of fronts in their day-to-day relationships. But as the CEO of the Association of National Advertisers gathers with his agency counterparts, Bob Liodice puts the onus on brand marketers to rein in the digital supply chain and “get back to fundamentals.” Digital [...]

LOS ANGELES – Two years after Roku starting working with Nielsen on audience measurement it’s become the first OTT platform to offer demographic guarantees based on Nielsen Digital Ad Ratings. “It’s a huge mile marker for our industry,” Jim Lombard, Head of Advertising Sales, says in this interview today with Beet.TV during a break at the 2017 Transformation conference of [...]

VIEQUES, PR – Seth Walters is “insanely passionate” about commerce-enabled interactivity. Which makes him a logical evangelist for the power of connected television targeting and measurement. As Senior Partner for Interactive & Connected TV at Modi Media, the advanced TV unit of GroupM, it’s Walter’s job to help GroupM’s clients understand the opportunities for messaging, targeting and measurement. His focus is [...]

VIEQUES, PR – Imagine a future where the standard commercial load in one hour of video content is just five minutes. Where Facebook and YouTube have big subscription businesses reminiscent of traditional cable operators, and Netflix just might start selling ads. These were among a variety of possible scenarios explored at the annual Beet.TV Executive Retreat during a one-on-one keynote session [...]

VIEQUES, PR – Knowing what different types of triggers impact consumers during their purchase journey must be done on a brand by brand basis before determining how to find those consumers. “We have to first start with an insight,” says MEC’s Global Chief Digital Officer, Carl Fremont. At MEC, the process is called Momentum and it derives from surveys showing how [...]