MIAMI – Finding needles in hidden haystacks just might be the best metaphor for the current state of cross-platform targeting. As was evident during a panel discussion during the recent Beet.tv Retreat 2016, approaches vary by company and are limited to the best data sources until better ones come along. For Sorenson Media, which uses data from smart television sets from [...]

MIAMI -- Back in July, when the sun was still high in the sky and the presidential election was yet to rip the US apart, an event took place in ad-tech land that united two disparate tribes. Mediaocean, whose software helps advertisers automate their operations, acquired INVISION, a peer whose technology helps TV companies do the same. It was the fourth acquisition [...]

LONDON – The need for census-level data in the media planning process “is paramount right now,” according to Mike Bologna, President of GroupM’s Modi Media advanced television unit. “It’s what advertisers are looking for,” Bologna says in an interview with Beet.tv. “They night not necessarily need the data all the way down to addressability, but they could very much use the [...]

MIAMI -- New technology means changing priorities. And marketers' top priority is now being usurped, as new opportunities present new primary goals. That's according to one ad-tech exec who spends his life talking with brands about the changing nature of their work. "Used to be, marketing was perceived as a cost center and the primary mission was to build brand - called 'the brand [...]

MIAMI -- There are now several technologies coming to the table that aim to help broadcast operators dynamically switch commercials in their ad break to specific viewing households. But, by and large, just like connected TV itself, they depend on boxes, dongles, consoles or widgets connected to a television set. What if you could do dynamic ad replacement in the TV itself? That's what Sorenson Media, a [...]

MIAMI -- It's called broad-cast for a reason. TV advertising, especially when its national, reaches a big audience. But in that reach also lays inefficiency. If TV ads reach consumers who can't even access the buyers' services, that's wastage. But new-wave TV-buying techniques, infused with data, can help the problem. "I live in Manhattan," Videa sales and marketing VP Archie Gianunzio tells Beet.TV [...]

LONDON -- When you are facing the challenge both to beef-up your technology capability and to roll out across channels at the same time, should you pick multiple tools that can help each deployment, or one that claims to do it all? Many tech vendors these days are fond of boasting their "end-to-end" status, claiming to be able to the Swiss Army knife of [...]

LONDON – Adam Gaynor has a way of making the most confusing subjects sound quite simple. For example, addressable television is a “product.” Programmatic is a “process.” In the United States, says DISH Network’s VP of Media Sales & Analytics, “When you ask 10 people what programmatic TV is, you get 11 answers.” But in an interview with Beet.tv, Gaynor makes it [...]

LONDON -- The organization charged with measuring UK TV viewing for channels’ advertisers, Broadcasters’ Audience Research Board (BARB), used to be criticized for its traditionalist approach to the task – a 5,1oo-household panel method supposed to represent country-wide viewing in a multi-media age. But BARB is reinventing itself. The board already measures laptop, desktop and tablet TV viewing for more than 40% of its [...]

MIAMI -- For a modern advertiser, it's a thorny problem. These days, your customers are reachable on all manner of different screens and devices that, whilst connected to the internet, are not connected to each other. It makes consumers schizophrenic. In other words, they have multiple identities, scattered across services. And that is a targeting nightmare. But many advertising technology vendors are now promising to [...]

LONDON – If anyone in the premium video business doubted the logic behind FreeWheel’s acquisition of StickyADs.tv, French media giant Canal+ dispelled it by choosing the combined entity to optimize and manage its advertising inventory across all screens. “So now we can safely say we have a presence as FreeWheel at very single broadcaster in France, which is quite a significant [...]

MIAMI – If the transition to more audience-based television advertising was a horse race, data would be in the lead and plumbing would be a laggard. “I think we’re at an important transitional moment from the world of content-based advertising, which is TV’s legacy to an audience based television world,” says Jonathan Steuer. That transition is “about three or five or [...]

Letting consumers opt in to engage with digital commercials in lieu of seeing a full pod of them is just “the tip of the spear” in the quest to replace frequency based advertising, says Fox Networks’ Joe Marchese. “This is where we’d like to end up. But between here and there, there’s a lot of better targeting of advertising based [...]

LONDON – As he looks ahead to CES 2017, GroupM Chairman Irwin Gotlieb sees “enormous developments” in all six categories that are typically his focus at the global consumer electronics and technology trade show. In an interview with Beet.tv, Gotlieb identifies those categories as automotive, computing, computing mobility, consumer electronics, health & fitness and integration. On the consumer electronics side, “I [...]

MIAMI – Some people are anxious because addressable television ads represent a mere one percent or so of total TV spending. Then there’s Andrew Ward, who suggests that everyone take a step back and consider how far things have come in the past decade. Back in 2006, when Comcast first debuted addressable ads in Huntsville, Alabama, the media world was analog [...]

MIAMI -- The ability to target individual households with a medium that is traditionally more used to shouting at mass audiences is here and now. But it's not universal - and it's not yet living up to some of the wilder dreams of ad industry executives. But "addressable TV" is about to go large, and it's time to start spending to meet the opportunity, [...]

MIAMI – In the tug of war that is television advertising, programmers pull the traditional ratings window beyond 30 days while advanced TV specialists grapple with more precise targeting. Somewhere in the middle lies a holistic view of all advertising impressions that buyers can bid for, but it’s a galaxy far, far away. This is one takeaway from a panel discussion [...]

LONDON -- About 42% of US homes are now able to receive so-called "addressable advertising" - TV ads custom-targeted at individual homes thanks to one of a variety of return-path TV systems. But how much of the multi-billion-dollar TV advertising industry could be funnelled through that channel in the years ahead. It's early days, but ad agency GroupM's UK MD Jakob Nielsen [...]

Video has just been invited to the brand marketing cloud party, courtesy of integration escort Innovid. The new Innovid Marketing Cloud Suite lets marketers link with massive backend systems from Adobe, IBM and Oracle to “synchronize the customer journey across different channels,” Zvika Netter, CEO & Co-Founder of Innovid, says in an interview with Beet.tv. “Until now it was email, text [...]

MIAMI – Google doesn’t have to search for television partners. The digital giant is busily helping broadcasters and cable networks connect with viewers while distributing and monetizing their content. “We definitely have a perspective that eventually everything is going to go IP,” says Brian Jankovsky, Director of Entertainment & Sports Partnerships at Google, during a panel discussion at the recent Beet.tv [...]