FORT LAUDERDALE -- By now, it is a common accepted standard. Pay-TV providers have access to two minutes per hour of ad time in local programming. But what does the future look like, now that operators are lighting up household targeting for connected TV ads? Those two minutes could either get longer, or be more efficiently used, a Beet Retreat panel concluded: AT&T AdWorks ad sales [...]

FORT LAUDERDALE -- The Weather Company has been selling ads in to its mobile apps based on specific weather conditions local to users for a couple of years now. In this video interview with Beet.TV, David Clark, who oversees the company's TV division, explains the value to marketers. "Think of the question ‘What is the weather?’ as a proxy question. People are [...]

FORT LAUDERDALE -- Super-targeted processes were already revolutionizing online video advertising. Now, the marriage of online with TV is bringing the same opportunity to the big screen in the living room, in the form of "addressable TV". Once advertisers know enough about viewers to precisely target ads, will they also deconstruct their 30-second spots in to a million different permutations, for the many [...]

Adobe Primetime's new sell-side platform (SSP) for broadcasters, which monetizes TV inventory via IP-connected devices, will drive higher prices and provide less waste for advertisers, says Scott Ferber, CEO of Videology in this interview with Beet.TV. The new solution called Adobe Primetime Media Management was created in collaboration with Videology. We spoke with Ferber earlier today at the VideoNuze forum where the alliance [...]

Adobe Primetime, the television and video services unit of the software giant, has launched a video ad sales platform designed for IP-delivered TV, in an industry first, says Campbell Foster, Director of Product Marketing at Adobe. The product, called Adobe Primetime TV Media Management (TVMM), was created with Videology.   Foster says that the service is for "planned media" not bidded [...]

FORT LAUDERDALE -- GroupM owner WPP's CEO Sir Martin Sorrell once famously called Google a "frenemy". So why did GroupM recently acquire a digital advertising company ensconced in Google's world? "We’re the guys who coined the term 'frenemy', and we’re not big fans of the whole walled garden concept that Google represents," Group M global chairman Irwin Gotlieb tells Beet.TV in this video [...]

FORT LAUDERDALE -- As multichannel video providers adjust to the daily shifts in the TV, consumption and advertising businesses, many are diving deeper into advertising opportunities. At the recent Beet.TV executive retreat, operators shared their vision on how partnerships look in the years ahead especially as they dovetail with the growing programmatic ad business. At DISH Network, the focus in the [...]

FORT LAUDERDALE -- Marketers and agencies are trying to figure out how to manage the growth of addressable TV, especially as programmatic buying continues to overlap with the TV market. That was a key topic of discuss at the Beet.TV retreat in Fort Lauderdale on the programmatic opportunities in TV. For instance, the "people challenge" in broader data integration brings up major issues of [...]

FORT LAUDERDALE -- After having purchased mobile ad analytics firm Flurry and video ad tech outfit BrightRoll, which will be the name for all its ad tech, Yahoo is looking at combining the force of each to help TV companies retain viewers with cross-screen ad targeting. Speaking with Beet.TV, Yahoo's global TV and video partnerships chief Brent Horowitz says Flurry has access to data [...]

Over the last couple of years, the ad industry has put itself through the wringer, when it comes to the combined threats of fraud, viewability and, now, ad blocking. One of those, viewability, is improving somewhat, as publishers pare back and focus on quality, says a top programmatic ad exec. "Publishers are being more responsible about the types of inventory that they [...]

So-called "addressable TV" promises to bring more-precisely-targeted advertisements to TV viewers via connected boxes and TV sets. And that is going to mean greater efficiencies, according to one ad tech exec. "Addressable TV is here," says Rentrak CEO Bill Livek. "You have two national platforms at scale, with DISH and DirectTV. Then you have the cable operators moving very quickly in [...]

All the talk in TV ad land is about the prospects for super-targeting viewers of connected TVs with hyper-individualized ad messages. One school of thought says that kind of dynamic personalization is "science-fiction". And a leading addressable TV advertising exec is similarly bearish. "I don’t think true personalization, where you call somebody out by name and location, I don’t think that’s ever going to [...]

The prospect that, in a connected era, TV ads could be assembled from multiple component parts to make up a 30-second spot that is custom-built for a particular individual viewer is getting some marketers is excited. But how viable is this idea, really? Nielsen's precision and planning SVP Eric Solomon reckons: "Dynamic creative, at an individual level, I think, is science-fiction." In this [...]

Despite the emergence of ads networks and individual targeting that allows advertisers to reach consumers on whatever site they may be, many ad tech execs say context - the art of simply placing an ad in a related publication or TV show - will continue to prove valuable. But can context actually work against effective ad targeting? That's one theory. "Research shows context does [...]

The coming age in which TV adverts can be distributed to different individual viewers based on specific targeting criteria could, in theory, mean an end to the practice of buying ads against particular shows known to pull broad audience demographics. But one ad tech exec doesn't expect a wholesale shift. "I think there’s a place for both and one does not replace the other, they [...]

The emerging prospect of targeting individual TV viewers with ads, no matter what show or channel they're watching, may be real - but that doesn't mean the industry should throw out the old practice of buying ads in shows considered to have demographic matches. That's according to AT&T AdWorks ad sales VP Jason Brown, who tells Beet.TV, in this video interview, the [...]

FORT LAUDERDALE -- If you think the coming age of buying addressable, internet-style ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. "I think we’ve entered ...a renaissance of television," Matt Bayer, SVP of advanced TV at Magna Global, tells Beet.TV in this video interview. "We’ve been on a journey [...]

FORT LAUDERDALE -- "This has really been the year of addressable TV. We’ve done literally triple the amount of work compared to 2014," according to Experian addressable advertising product lead Brienna Pinnow. Now the data company wants to do more? But what exactly? "To develop the technology and platform to really become the hub of addressable TV for advertisers," Pinnow tells Beet.TV in this [...]

The concept of dynamic ad insertion - through which, consumers would get served a brand ad with different content, depending on their targeting profile - has been talked about for a couple of years now. The exciting reality may be around the corner, if the industry can persuade brands it is a safe one, says a major-brand marketing chief. "I absolutely [...]

Now that online video ad targeting technology can reach advertisers' ideal audiences wherever they are watching, what is the use for the old model, in which buyers place their bets on shows with audiences they believed to be matched? The new doesn't have to trump the old, says video ad tech platform Videology's CEO Scott Ferber. "We love audience buying," he tells Beet.TV [...]