Ad agencies know that old-style TV measurement panels are not sufficient to support the addressable TV future. The problem is, TV platform operators are not giving them the data they need either. A panel debate convened by Beet.TV heard agency executives responsible for new-wave connected TV targeting were bearish on the suitability of traditional measurement firms for the new era, even as [...]

Measurement of addressable TV ad campaigns has grown fast - but the technology providers still need to work hard to sell the opportunity beyond early-adopters advertisers That's the view of one ad data vendor making in-roads in to the new world of addressable. "We’re getting a lot of the early adopters," according to Experian’s TV partnerships director Brad Danaher. His company was one of [...]

"Winter" hasn't come for ad-tech yet. The investment in video technology vendors keeps coming, even if the role of venture investors appears to be changing. Enterprise and education video technology platform Kaltura is taking a $50m investment from Goldman Sachs - the largest of seven rounds now totalling $166m, according to Crunchbase. The outfit announces it wants to use the capital to "extend its [...]

When Teads and French vendor Ebuzzing merged in 2014, the combined pair said they planned to acquire other firms. Three rounds of financing later, and the outfit looks set to do just that. The company, which helps publishers deliver auto-playing video ads between text paragraphs, just secured €43m ($47m) in debt financing from a syndicate of five banks. "M&A targets for Teads may include smaller [...]

If you were HBO, trying to convince consumers to subscribe to watch Game Of Thrones via HBO Go, you could target people Google for the show - or you could go straight to those already watching via unofficial channels. That's what ad-tech vendor Tru Optik is helping media and entertainment brands accomplish. The Stamford, CT-based outfit claims its technology has sight [...]

TV ads targeted at individual households may be more expensive than those traditionally delivered through the medium - but advertisers should compare prices with digital, not with the box in the living room, says a TV ad exec. The looming promise of addressable TV holds the potential to target ads at individual viewers or households. But advertisers are having to pay a [...]

Now that television networks finally have personally identifiable information about their viewers from over-the-top services, they’re better able to sell their audiences to advertisers. But misconceptions about addressable TV are still common, according to the Director of Television Solutions at Experian Marketing Services. “The networks as we all know never used to have any PII of any kind,” Brad Danaher said [...]

When you read the analyst reports or industry commentary, one thing that is clear is that profitability is often a reason for a loss in confidence by the market. Earnings Per Share (EPS) is a clear metric as we all know for wall street. What I am continually dumbfounded by is the fact that profit is not something we talk about [...]

While brands are expending considerable resources to reach the right consumer at the right time with advertising messages, once they reach those people “they’re still saying the same thing,” according to Victor Wong, the CEO of Thunder, a creative management platform. A software-as-a-service provider, Thunder did a survey with a major digital advertising exchange showing just how widespread this phenomenon is. “The [...]

Teads, one of the principal video "outstream" ad platforms, is introducing 360 video to its product suite, says Jim Daily, president, U.S. operations, in this interview with Beet.TV He says it is the first time that 360 videos will be served as ad units across premium publisher sites such as Conde Nast, Time Inc. and the Washington Post. While he calls it a unique and [...]

What people collectively "addressable TV" refers to the opportunity to target individual TV viewers or their households with data-driven adverts. But that opportunity is really delivered through a complex mish-mash of competing platforms, each with their own, quite different capabilities and reporting mechanisms. For ad execs that continue complaining about "silos", welcome to Siloville. "The ecosystem is clunky, it’s disjointed," Group M's MODI Media president Mike Bologna [...]

While automobiles and insurance have long gone hand in hand, the auto category was among the first to embrace addressable TV ads. Now insurance companies are jumping on board, not only to activate lapsed homeowner policyholders but also to focus on niches like motorcycle coverage. In an interview last week in Manhattan during the Beet.TV Leadership Summit on cross-screen addressability, Prasad [...]

Putting technology aside, one of the biggest hurdles facing the growth of addressable television advertising—along with addressable ads on other platforms—is that of perception, according to the Director of Product Marketing for Experian Marketing services. “The biggest challenge is people think addressable TV advertising is sophisticated,” Brienna Pinnow said in an interview last week in Manhattan during the Beet.TV Leadership Summit [...]

When Cardlytics was founded in 2008, using banking data to inform more targeted advertising campaigns was “just a twinkle in the eye” of its founders. They were happy to be able to connect marketers with online mobile banking customers based on their behavioral attributes. Now, within about 48 hours, agencies can determine from Cardlytics how to target a particular campaign to [...]

For brands and media companies that want to reach audiences like Millennials, multicultural households and homes with kids, over-the-top is “becoming less of an opportunity than a necessity,” according to the co-founder of Tru Optik, Andre Swanston. Tru Optik boasts the world’s largest census-level database of global OTT media consumption. Specifically, anonymized information—gathered without cookies—about the media consumption habits of more [...]

In less than two decades, Experian has evolved from a direct marketing provider with roots in snail mail and email to a big player in cross-channel solutions. Now it would like to expand its measurement capabilities in linear television, but that will require media owners to “play nice” so that everyone can benefit. “That is where I’d like to see things [...]

If anything is holding back the growth of addressable television advertising, it’s not lack of inventory. DISH Media Sales, for example, manages some six million 30-second, addressable commercial spots each year, according to its VP of Media Sales & Analytics, Adam Gaynor. But for advertisers to deal with addressable TV operators and their existing technology infrastructure on a national scale, “It’s [...]

CANNES -- In the last few years, we have seen a rush of companies scramble to offer services for the programmatic trading of online advertising. Traditional ad agencies have added programmatic services to their offering, even as programmatic ad tech vendors rise up and promise to to disintermediate those agencies. One company now claims to be toeing the line between the two. "In the broader [...]

CANNES -- Time was, AOL was just your common or garden dial-up ISP. Now with a booming video empire and as part of the Verizon footprint, it is becoming a player in the converging TV and advertising spaces. That puts Dan Ackerman, AOL's programmatic TV SVP, who came to AOL via its acquisition of the video ad-tech provider Adapt.TV, at the center of disruption. "We [...]

CANNES -- They have traditionally been regarded as two distinct places on the marketing "funnel". But could "branding" and "performance" advertising now be colliding together? Whilst the former tactic aims to switch on consumer interest, the latter sees marketers pay for end results. Now there are so many ad technologies out there, things are changing, says Bob Walczak, the global CEO of Light [...]