BOSTON – When Ashley Swartz discusses the nuts and bolts of digital media, it’s reflective of her background in manufacturing systems. Hence her view that connecting disparate data and systems is “not sexy” and that media company content management systems “are dirty and messy.” They're also the main reasons why she started Furious Corp., an enterprise management platform for television broadcasters [...]

BOSTON - To bring the power of programmatic advertising to marketers with localized targeting needs, unstructured data beats pre-packaged audience segments, says Frost Prioleau, CEO of demand-side platform Simpli.fi. It’s a mantra that is fueling Simpli.fi’s expansion into more precise measurement of mobile foot traffic and, very shortly, localized native advertising. Within the realm of programmatic ad solutions, “Most of the [...]

BOSTON – Akin to what Pandora has done with streaming music, IRIS.TV brings adapted machine learning to video viewing preferences. Its white-label solution, licensed to digital publishers, uses artificial intelligence to create a “personalized viewing experience for every viewer,” according to CEO and Co-Founder Field Garthwaite. “We ingest the archive from a publisher, look at the content and meta data on [...]

Addressable television advertising removes the conjecture surrounding the fragmented viewing behavior of today’s audiences, according to Brienna Pinnow. “With addressable, I don’t have to guess if my audience is watching Shark Tank or Sharknado,” says Pinnow, who is Director of Product Marketing for Experian Marketing Services. “I actually get to target the right person at the right time, no matter what [...]

BOSTON - When placing video ads inside walled digital gardens, should you engage those gardens directly or through an intermediary? The direct route, according to Pixability’s Bettina Hein, comes with a fox and a henhouse. The Pixability story is concise: Many advertisers don’t want the lion’s share of their video ad dollars going to Facebook, Google and very few others, but [...]

BOSTON - As digital media collide with traditional TV, the result is a tectonic shift that provides opportunities for companies with data, software and other workflow solutions. Playing matchmaker between large incumbents and tech entrepreneurs is Progress Partners, which recently gathered some 275 participants to “talk about the unusual suspects,” according to Davis Rosborough, Investment Banking Senior Associate. Those suspects are [...]

The words “sophisticated” and “manual” would seem to be mutually exclusive, yet they go hand in hand with addressable television advertising. That’s because everything’s manual with addressable at this stage of its evolution, according to Mike Bologna, President of MODI Media. “So you could argue that the most sophisticated and exciting part of the television business is the most manual,” Bologna [...]

ORLANDO -- Marketers are more challenged than ever and the job is much bigger, says, Alan Schulman, National Director of Content Marketing & Creative Experience at Deloitte Digital, in an interview with Beet.TV at ANA. "It's not just about the brand, but the entire customer experience," he says in this deep dive interview about the changing role of content, agencies and marketing. "It's [...]

ORLANDO, Florida – Georgine Anton believes the “marketer’s dilemma” is something created by marketers themselves. She describes it as “a vestige of many years of building the marketing department so that today they’re built more by channel than around the consumer.” Anton, who is President of Meredith Xcelerated Marketing, has a theory for how this happened, as she explains in an [...]

A group of senior industry leaders will gather in the Miami, November 16-18 for the upcoming Beet Retreat, a deep dive into the future of advanced TV.   The three-day event will not be streamed, but will be produced as a series of some 40 videos to be published over the following four weeks.   The event is presented by [...]

BOSTON – Shereta Williams is hoping that 2017 will mark the tipping point for scaled advertising inventory from local television stations, whose power has been diminished by competing and often more efficient media. Although it’s not the only player in the local-sales automation space, Videa, of which Williams is President, has the imprimatur of owner Cox Media Group along with [...]

ORLANDO, Florida - Chief Marketing Officers’ biggest mandate is being able to figure out “Where should my next dollar go,” says Neustar’s Wes Nichols. In other words, how to maximize return on marginal investment. “If I have an extra million dollars, do I put it into marketing or trade funds or into new production innovation?” is one of several hypotheticals that [...]

ORLANDO - After studying video consumption patterns, the FreeWheel Council for Premium Video has established a position on improving the consumer ad experience in three areas: proper frequency, customizing the ad experience and maximizing the diversity and quality of advertising creative. “It’s really important for us to ensure that the ad experience and all of the workflow that goes into making [...]

So-called addressable TV is lighting the way for new brands toward a kind of future TV advertising that is customized and targeted at individual households. That's bringing in new, smaller advertisers for which TV may previously have been too costly. But one surprising new group of buyers is those from overseas. At Cadreon, IPG Mediabrands' ad-tech unit, advanced TV VP Amy DeHaen describes the [...]

ORLANDO, Florida – The biggest challenge for television advertising buyers and sellers is changing their mindsets and embracing new infrastructure. While it would have been much more difficult a decade ago, the infusion of digital into the TV space has made these changes unavoidable. This is how Fariba Zamaniyan surveys the TV landscape while attending the annual Masters of Marketing conference [...]

ORLANDO, Florida - In this purpose-driven marketing age, it’s only natural to sell toilet paper without showing or even talking about it. Instead, simply focus on things like grandparents, single moms and step parents. This is the path taken by Georgia-Pacific as part of its overall effort to portray women more accurately, according to CMO Douwe Bergsma. “It translated into how [...]

Around the world, TVs are getting connected to the internet. And that means big new possibilities for the ways in which advertisers can reach viewers. For one, internet targeting capabilities support the delivery of individual ads tailored to specific households. It's a theory that was a long time coming, but now the reality is hitting. "Now’s the time," Neustar business development director Lock [...]

Not only is addressable television advertising cheaper than direct mail, it enables smaller advertisers to harness the sight, sound and motion of TV and prepares them for a future in which all media will be addressable and programmatic. That’s the uptake from Tracey Scheppach, whose agency has done more than 200 addressable campaigns. “What we have found over and over and [...]

ORLANDO, Florida – After testing 4,000 television ads with its proprietary Gender Equality Metric, the Association of National Advertisers’ Alliance for Family Entertainment is giving marketers a toolkit for eliminating gender bias. It’s a move that AFE Chairman Stephen Quinn says is aimed in part at “unconscious bias” both in ads and the content in which they appear. Whereas the AFE [...]

ORLANDO, Florida – Offering to help people reduce stress “by doing some simple steps” sounds more like a pitch for yoga than financial services. “But in our sector, we know that stress around finances is a huge problem,” SunTrust SVP of Consumer Marketing Beth Ventura says. The purpose-driven theme that SunTrust dramatizes in its advertising is that everyone should be “able [...]