LONDON -- In the emerging world of "addressable TV advertising" - in which operators can swap out a standard 30-second spot for one custom-targeted at a single viewer - cable and online platforms may appears to have the upper hand. But satellite is far from out of the game. UK satellite pay-TV operator Sky had its AdSmart product in the marketplace for a [...]

MIAMI – While at Mixpo, Anupam Gupta played in the creative management layer space. However, the last five to seven years in advertising “have been all about targeting,” says the Chief Product Officer for 4C Insights. “But that doesn’t mean that we won’t come back to creative.” During a panel discussion at the recent Beet.tv Retreat 2016, Gupta explains the 4C [...]

MIAMI – Whether the subject is Nielsen ratings, video on demand or addressable television advertising, communications giant Comcast is all about the “macro experience” for consumers and advertisers. This holistic approach to the rapidly evolving entertainment landscape comes across loud and clear from Kevin Patrick Smith in a panel discussion at the recent Beet.TV Retreat 2016. Prompted by panel moderator Ashley [...]

MIAMI – Media companies have lots of untapped data wealth but cannot realize it because their CMS systems don’t like to share, is one of Ashley J. Swartz’s theses and a contributing factor to her formation of Furious Corp. “We just decided to tackle the unsexy, hard problem of connecting all these disparate systems and datasets, and to really provide [...]

MIAMI -- Celebrating its third birthday this quarter is Admore, it's a division of Frank Canella's Canella Media, a company aiming to bring direct-response mechanisms to television. Led by president Brendan Condon, a former AOL international ad exec, the Temecula, CA-based outfit's platform numbers an automated system for using a single insertion order to buy across TV, one of several taking a tilt [...]

MIAMI -- You may find yourself deciding between two cars, or cans of beans or a hotel chains this week. But when did your judgements about the brands involved really begin? Earlier than you might think, according to one ad-tech exec helping brands capitalise on targeted video and TV ads. In fact, in a world increasingly dominated by super-planned, hyper-targeted digital video ads, Scott [...]

MIAMI – An apt analogy for planning and executing addressable television advertising could be tackling a giant jigsaw puzzle. Unless you’re a robot, there’s no way to automate the process of piecing it all together. Jamie Power began to learn this about three years ago when she joined the launch of GroupM’s Modi Media advanced TV unit, now employing some 30 [...]

MIAMI – Even though addressable television advertising is outpacing audience-indexed programmatic and over-the-top TV, OTT “is going to be the end game,” according to Jonathan Bokor. In the meantime, unless programmers and MVPD’s come together to make more inventory available for addressable ads, digital “will start to eat television’s lunch,” the Director of Advanced Media at Mediavest | Spark opines in [...]

MIAMI -- It's a wide-open new marketing world, with a big new creative palette. But sometimes picking the right brush can be half the battle. MasterCard is one big brand with all the tools at its disposal. So how is it thinking about the right advertising tactics to deploy? In this video interview, MasterCard’s media SVP Ben Jankowski tells Beet.TV the company sees opportunity in tapping [...]

MIAMI -- So you have been running an online ad campaign, and how you're keen to harness the possibilities afforded by new TV ad tactics. Can you use the same data to target the same kind of audience, in the old medium? Sure, you can - but doing so takes a bit of work, according to the marketing technology company Acxiom. "If [...]

MIAMI -- He famously under-spent his rival on TV ads, making greater hay from late-night tweets and sometimes outlandish monologues. So does Donald Trump's eventual election suggest a crisis in TV ad effectiveness? When the most important political period in US democracy turns back the clock on what had been accelerating ad spend, is it time for another playbook? One ad measurement exec says [...]

MIAMI --The possibilities are endless, the data-points are infinite and opportunities to reach consumers abound. You want to allocate human staff to run all that? Good luck, says AudienceXpress's Walt Horstman - this level of complexity, in the new TV ad ecosystem, needs a fallback to code. "You apply an advanced dataset that is looking at ... the audience impressions against each one of those individual nets and [...]

LONDON – If where you spend your time and money says a lot about your priorities, AT&T has anted up in a big way on cross-screen addressable advertising with its participation in the acquisition of INVIDI Technologies. “We’ve been spending a lot of our time and a lot of our money on addressable television,” Mike Welch, Head of Strategy, Product & [...]

LONDON -- In what is beginning to look like a season of exits for video ad-tech startups, addressable TV specialist INVIDI was last month acquired by AT&T, DISH and WPP. The 16-year-old company has come in to its own of late, by helping advertisers serve household-targeted ads in to TV streams in the two minutes per hour of programming available to MVPDs, as [...]

LONDON -- It just launched its new V6 set-top box and a weird Android tablet this week and, though the kit reportedly does not upgrade the advertiser offering, according to The Drum, UK cable operator Virgin Media is already helping serve targeted ads inside catch-up programming. Virgin Media, formed out of a merger of regional cable operators in the last couple of decades, [...]

MIAMI -- Take two bottles in to the shower? In advertising these days, strategies appear to have bifurcated along just two such lines. In one, clients continue buying inventory around content deemed to match their target demographic. In the other, they buy super-targeted specific customers, regardless of where they are reading or viewing. But strategies don't have to be mutually exclusive, according to an [...]

MIAMI – Marketers are ready to step off the “single-currency television ratings train,” but some agency buyers need to be prodded to look beyond Nielsen on the road to impression-based TV, says Jonathan Steuer, Chief Research Officer for Omnicom Media Group. The buy side needs to understand that “questions and strategy” have to have top priority, “then you look for the [...]

MIAMI -- It needs to get bigger, but it's not jus a scribble on a whiteboard anymore - the idea of targeting individual households with custom-placed TV ads, even in linear, is here and now. So says the man who used to run programmatic advertising at The New York Times, no less. "And the audience data pipes that have been connected, whether it’s [...]

MIAMI -- In some ways, it was the usurping of the old guard by the new school. Earlier this year, TV data company Rovi acquired set-top box outfit TiVo in a deal valued at $1.1bn. Then the combined entity took on the TiVo name, creating a corporation that own box the boxes and the data. So you'll forgive Joan FitzGerald for feeling like a kid [...]

MIAMI -- Addressable? Advanced? The way that television advertising is bought, targeted, sold and measured is changing. The new connection of TVs and TV boxes to the internet is offering up household-level targeting, when ads are fuelled by smart data sets. In this panel video interview at Beet Retreat 2016, Group M's MODI Media president Mike Bologna, whose company is working in the emerging [...]