ORLANDO, Florida – If you are Deluxe Corp., a longtime player in the printed checks business, how do you get a documentary on Hulu? Enlist Shark Tank’s Robert Herjavec to help conduct a “revolution” and bring it to small-town USA. Amanda Brinkman is one of the stars of the eight-episode series Small Business Resolution—along with being Deluxe’s Chief Brand & Communications [...]

ORLANDO, Florida – Having afforded three major brands 100% share of voice for 30 minutes at a time, it will be interesting to see how Spotify measures return on that exclusive consumer exposure. The streaming music service is still in a beta test of its “vertical video experience” with Baccardi, Bose and Gatorade, according to Liberty Kelly, Head of Sales [...]

The masses are coming. The online masses consuming TV through all manner of internet-connected devices, that is. All of a sudden, TV isn't what it used to be. And neither will TV advertising be. The ability to target individual viewers may signal the death knell for a sector that has long sold its spots on loose, upfront demographic sales. A big shake-up is [...]

ORLANDO, Florida – Against a backdrop of headlines calling into question digital business practices by media agencies, the digital supply chain needs “clean up” its duplicative players or else marketers could pull back on their participation. That’s the prognosis of MediaLink Managing Director Matt Spiegel, who sees way too much duplication in that supply chain. In an interview with Beet.TV at [...]

ORLANDO, Florida – From its humble roots as a hot dog cart in Manhattan’s Madison Square Park, Shake Shack now boasts locations as far-flung as Russia and South Korea. Along the way, it has relied heavily on social media to communicate how it has “upped the ante on what to expect from a restaurant that serves this kind of food,” [...]

The opportunity to deliver customised TV ads tailored to individual households is new and fast emerging, and you could scarcely pick a better exemplar for the discipline than an election. Fortunately, an election is happening right now. And addressable TV has been used by candidates to deliver messages in key states, tailored to individual homes with target voters. "The political inventory is what’s making the addressable [...]

ORLANDO - Advertisers are cottoning on to one of modern marketing's key challenges - how to address a customer nowadays when they leave different pieces of themselves on different devices? The solution lays in combining data sets in to a single customer "identity" profile. But, already, that discipline is transforming in to more than just combining and deduplicating, according to one ad-tech exec. "A [...]

The television industry has made great strides trading on alternatives to selling advertisers exposure against demographic targets. But true, biddable “programmatic” broadcast inventory remains a longer-term goal . This is how Viacom’s Julian Zilberbrand sums up the semantics surrounding the current state of programmatic television. In an interview with Beet.TV, the company’s EVP of Audience Science parses the plumbing of data-driven audience [...]

Fifteen months after AT&T acquired DIRECTV to become the largest pay-television provider, AT&T’s transformation from a telecom company to an entertainment company is bearing fruit in the addressable advertising space. “Addressable advertising is pinnacle to our advertising offering and certainly core to our growth,” says Maria Mandel Dunsche, VP and Head of Marketing for AT&T AdWorks. The $49 billion DIRECTV deal [...]

Being able to cap the frequency of ad delivery across multiple screens is a big desire among advertisers. It’s also why AT&T’s DIRECTV-U-verse-AT&T Wireless cross-screen addressable offering is “very intriguing,” according to Jonathan Bokor, SVP, Director of Advanced Media at Mediavest | Spark. “AT&T has taken the lead and I think they’re probably the best positioned” in the cross-screen addressable race, [...]

ORLANDO -- The financial services sector faces several big opportunities to grow and reach new consumers, says Raja Rajamannar, chief marketing and communications officer at Mastercard, in this interview with Beet.TV. "There is a huge chunk of consumers who don't have access to the financial system. Getting them is a huge opportunity," he explains. "We have started getting involved and working with [...]

ORLANDO -- The future of advertising lies in artificial intelligence and its possibilities, says Yin Woon Rani, VP Marketing at Campbell Soup Company in this interview with Beet.TV. The marketer launched its first AI-powered ad with Weather Company and is bullish on this new ad form. "You can speak to the ad and it gives you customized solutions. We believe that will [...]

Viacom’s Colleen Fahey Rush longs for the day when target definitions that fuel the proprietary advanced television solutions built by individual media companies can be standardized. However, “I think it’s going to take a little longer than 12 months for what comes next,” Rush says in an interview with Beet.TV. The company’s EVP and Chief Research Officer acknowledges that “There’s a [...]

Within the triad that is advanced or precision television advertising, household addressable has clearly moved ahead of programmatic and over-the-top in terms of marketer adoption for clients of Mediavest | Spark. “Addressable is now regular course of business for a number of our clients,” says Jonathan Bokor, SVP, Director of Advanced Media for the Publicis media agency. In an interview with [...]

ORLANDO -- The corporate media world may be stuck in pending regulatory approval of AT&T's proposed acquisition of Time Warner. But that isn't stopping Time Warner's Turner from pressing ahead in to the future of advertising. Turner is fresh from winning ANA Genius Award for analytics science, as it looks to innovate on how advertisers can take advantage of the changing face [...]

ORLANDO, Florida - Shortening the brand name TIAA-CREF to TIAA was the easy part. But how do you convince millions of people of various age groups that they should trust their financial assets to the nearly century-old Teachers Insurance and Annuity Association? “The reality is we did a ton of science” about TIAA customers, says EVP & CMO Connie Weaver, a [...]

Playing both ends against the middle is an age-old tactic with which most children and parents are familiar. For TiVo, in its new iteration after being acquired by Rovi, the idiom sums up the combined forces being brought to bear on the business of audience targeting. Working the front end and back end of television audience targeting and measurement is TiVo’s [...]

ORLANDO, Florida - What do llamas know about banking? Probably not much, but Bank of America is more concerned with being where its customers are, hence the financial giant’s quirky llama-with-red-scarf lens on Snapchat. “You wouldn’t expect to see us” on Snapchat, says Meredith Verdone, SVP Enterprise, Consumer & Wealth Management at BOA. Nonetheless, its llama lens—part of the bank’s mobile [...]

ORLANDO -- Earlier this summer, Hulu began offering interactive digital ads made for the TV screen, when viewers watch through gadgets like Roku, Apple TV, Amazon Fire Stick and games consoles. The agency involved in those ads is Havas, but the technology outfit enabling them is BrightLine. Now BrightLine says it will build on the launch by offering more ad formats [...]

Arun Kumar deliberately avoids the term “programmatic” when talking about advanced television’s audience targeting potential. “All we’re trying to do is take some of the principals behind programmatic. We don’t want to buy space for the sake of buying space,” says the Global President of Cadreon, Interpublic Group’s ad tech unit. Semantics aside, Kumar is focused on answering a particular question [...]