FORT LAUDERDALE -- Adobe has spent the last couple of years getting its Primetime suite in to shape to help broadcasters deliver multi-screen video. So what does the year ahead hold? In this video interview with Beet.TV, Adobe Primetime business development director Jim Bennette says the team has three priorities for 2016: "Accelerating TV Everywhere adoption. Today, we’re at 13% adoption of those that have [...]

Ad planning and buying is about to get a lot quicker, because the many digital media advertisers are working with give of cues that can be used to speedily refine, recalibrate and retarget ad spots, says one ad exec. It's the view of David Parker, the global content technology lead for paper products company Kimberly-Clark. "Because you’ve got more rich data coming back from the content [...]

Household-level targeting of TV ads is not a distant reality - it's here and now. You just may have to pay more for it, says one ad agency exec. "You do have to pay a premium on a CPM basis for addressable," MediaVest advanced media SVP Jonathan Bokor tells Beet.TV in this video interview. "However, your effective CPM is generally going to [...]

These days, TV viewers aren't glued only to big-screen programming - or the ads that run on them. But that doesn't mean brands can't reach consumers all the same. The mobile screens in their palms are also being used to better understand engagement. A range of software and data providers is helping brands to do that, and Nielsen is one. "We ingest the Twitter firehose," says [...]

LAS VEGAS — Brand research can be so expensive and time consuming, even the biggest marketers limit themselves to a handful of these interactions a year. As a result, the informed decisions about marketing and advertising based on real-world contact with their consumers are also limited.  Enter TestPilot, which claims to help brands host exponentially more research events at the same [...]

A wave of technology companies is helping advertisers turn traditional TV in to a digital medium, by mashing together data sources and ad slots to enable internet-style consumer targeting. But don't expect the new practice to become commonplace this year, or even next. "We’ve come a long way, but adoption is still really early," according to  Videa president Shereta Williams, whose company aggregates TV ad spots in to [...]

It's now a digital advertising world - but that is far from meaning good 'ol TV is on the shelf, overtaken, when it comes to measuring the relative performance of media spend, says an ad tech exec. "With the whole mantra that ‘television is dead’, actually, what we’re seeing is that it’s very alive and well alive when it comes to [...]

GroupM, the giant media agency unit of WPP, has named Brian Lesser as CEO of North America, succeeding Kelly Clark, the company announced on Thursday.   Lesser presently serves as CEO of Xaxis, the data and and digital media buying unit of WPP. Succeeding Lesser at Xaxis as CEO will be Brian Gleason , CEO of Xaxis Americas. Rob Norman, the global Chief Digital [...]

A big societal shift is going to force advertisers to use TV advertising to break through with consumers - but that won't happen if the extreme use of data and targeting makes TV ads more like internet ads, warns the boss of ad tech company 4C Insights. "There’s a bit of both conversation and concern that TV is going to move all the [...]

A world with so many new opportunities to plan, manage, target and execute ad campaigns is also one full of challenges for advertisers. What are those challenges? Brent Gaskamp, business development SVP for video ad tech platform Videology, takes a stab in this video interview with Beet.TV: "Workflow - how do I create a better experience between buyer and seller and the [...]

The UK's satellite TV and broadband provider Sky has already taken a world-leading deployment in addressable TV advertising under its AdSmart technology. Now it's looking to combine its multi-platform offerings in to a single ad proposition. AdVance is the name given to a new suite from the company's Sky Media ad sales division, threading together data from TV and internet to give advertisers new possibilities. "We [...]

Addressable TV advertising, the delivery of ads to a specific home set-up box, saw its initial value around "sales lift" meaning the affecting of a direct purchase.  As the medium has evolved, marketers are finding value in addressable as it powers "considered purchases," meaning awareness of goods and services which would be considered for future purchase, explains Jason Brown, VP [...]

So many media, so many metrics. The job of a marketer has become fragmented indeed. No sooner has one new metric been cooked up, it seems another sprouts up, making measurement like whack-a-mole for many executives. Should the industry embrace the chaos, or shoot for a single, all-encompassing success metric? "We’ve been in the midst of a process for three-plus years now to [...]

Seven months after Nielsen acquired the audience data profiling vendor, eXelate is expanding its offering from desktop digital metrics. Today, the outfit announced it is expanding its auspice further in to mobile audience data through a partnership with PushSpring, something that will help its customers see consumer app installs and shoppers interested in buying new cars and travel service. Next, the company wants to [...]

Fox announced  plans today to offer consumers of its shows on Hulu the opportunity to watch less ads by interacting with one "engagement" ad.   The technology platform for the engagement ad is true[X] - a video adtech company that was acquired by 21st Century Fox last year. At Cannes Lions this past June, we spoke with co-founder Dave Levy about the [...]

Data and technology provider Experian Marketing Services is the "hub" for the growth of addressable advertising.  It has arrangements with marketers and key cable and satellite operators who deliver addressable TV advertising, explains Brienna Pinnow, who leads Experian Marketing Services’ addressable advertising products. Demand for addressable products have tripled recently, she says. She says the roadmap for Experian is a data "super highway" [...]

Data will drive the effective customization of advertising and will measure its impact, says David Miller, VP for Ad Management, in explaining the value of the recently introduced ONE by AOL for Advertisers.  The creative process will happen in real-time, he notes.    

It's a world in which more data can be measured than ever before - and marketers are on the cusp of being able to thread them all together. But, just because they can't quite yet, they shouldn't be hard on themselves. That was the view of panelists convened at an industry discussion. "There are too many areas that we can measure," said GroupM Connect’s north [...]

These days, marketers have copious data at their fingertips and can target and sequence advertising with mathematical precision. But where's the fun in that? "Sometimes, you’ve just got to wing it; sometimes, it’s about gut," says Vonage media VP Kathryn Szumowski. She believes programmatic advertising technology can enable more, not less, creative advertising. "We want to bring the creatives in to the conversation much [...]

The staid world of TV ratings business, long dominated by Nielsen,  is in a state of  dramatic change with the recently announced merger of comScore and Rentrak. Another TV ratings provider Tivo Research is aggressively raising  its visibility by giving away its TV ratings for free - at least its "basic" offering, the company has announced. Along with the offering is a [...]