Recent Videos

 

TV Programmers ‘Leaning In’ To Data-Driven TV: Nielsen’s Abcarian

Over the last few years of growth in data-fuelled, personalized TV advertising, one truth has been clear - the possibilities are great, but the proportion of programmatic spend within overall US TV ad spend is forecast to remain small. eMarketer puts that figure at 5% of the total in 2019. That opens up a disconnect with the proportion of TV viewing that is itself getting delivered through internet channels. In this discussion at Beet Retreat in the City, “We’re Going Local!”, Kelly Abcarian, [...]

 
 

Three Steps To The Converged Ad Agency: Amobee’s Smolin

The technology is in place, now ad agencies need to use it to better approach the opportunities afforded by advanced TV ad targeting. Fortunately, many ad agencies are now putting together the pieces involving audience data sets and software tools, according to Philip Smolin. "We're seeing a number of agencies that are on the leading edge of that evolution," says Amobee's chief strategy officer in this video interview with Beet.TV. "And I think generally we're seeing it play out in three somewhat [...]

 
 

Giving Local TV Digital Super-Powers: Comcast Spotlight’s Condon

Local TV may be commonly thought of as that linear channel from which advertisers are retreating to digital - but Brendaon Condon says it doesn't have to be that way. The chief revenue officer at Comcast Spotlight, Comcast Cable's ad sales unit, says he can help bring ad spend back to local cable - by proving to advertisers the effectiveness of their spending. Spotlight just launched Instant Impact, an analytics software platform that shows the impact on web traffic from airing an [...]

 
 

WideOrbit’s Zinsmeister Greets ‘Nervous’ Industry With Buy-Side Automation

It is the company that has long offered the infrastructure for local TV networks' ad management around the US. Now WideOrbit wants to service ad buyers, too. The San Francisco-based company offers a software platform that handles scheduling, billing, content management and invoicing for mostly local TV ads. "It really is the infrastructure of the supply side," says Mike Zinsmeister, WideOrbit chief revenue officer, in this video interview with Beet.TV. "Now that we've done that, we're working with buy-side systems, and indirectly [...]

 
 

Putting “Attention” Back In The Driving Seat: Joe Marchese on His New Moves

The idea of "the attention economy" is at least a couple of decades old. This Wired story introduced the early digerati to the concept in 1997, though it had already been circulating in several forms since the 1970s. Yet, fast-forward to 2019, and it seems proliferating content plus diminishing, an obsession with data and ad supply chain issues are posing new challenges to the idea. That is why Joe Marchese, the executive who led a company trying to make ads more engaging, [...]

 
 

Attribution Bringing Ad Spend Back To Local TV: TVSquared’s Kinsella

Local TV ad sales execs, in recent years, have come under pressure from online channels that can prove their worth and from national TV that can deliver mass-reach campaigns. But the emergence of digital attribution technologies plugged in to local TV ad sales now promises to bring ad spending back to local TV operators. That is according to one TV ad-tech platform which is watching an in-flux on money back to certain operators. "We've seen (certain) automotive dealers double their spend (with) local [...]

 
 

Swartz’s Four Takeaways From Beet Retreat In The City

After 11 sessions, audience debate and a reception at the new headquarters of GroupM Worldwide at f the World Trade Center, what did it all boil down to? On August 7, Beet.TV convened executives from advertising, media and technology companies for Beet Retreat in the City, “We’re Going Local!”, an afternoon of hashing-out how new technology can help local TV grow ad spend by giving advertisers new performance super-powers. What did it add up to? In this video interview with Beet.TV, Ashley [...]

 
 

Local Media Will Propel Addressable TV Spending: MTM’s Jon Watts

Why would an advertiser want to precision-target individual TV-viewing households when who they really want to reach is...  everybody? That is a key question being asked of the emerging technology of "addressable TV", which supports such targeting. eMarketer has revised down its 2019 forecast for US addressable TV ad spending, from the earlier $2.54bn to $2bn, attributed to connected TV platforms gaining a faster share of spend that traditional MVPD platforms will. Another inertia effect appears to be that national advertisers, who have [...]

 
 

Beyond Cars, Comcast’s Instant Impact Goes Large: Brendan Condon

What happens on the road can also go off-road. That is what Comcast Cable's Spotlight ad sales division is thinking about one of the software suites it launched to power new-wave TV ads. The group's Instant Impact is an analytics platform that shows the impact on web traffic from airing an ad on Comcast, within 30 minutes of transmission. Initially, Comcast Spotlight rolled it out to car sales advertisers. But now Instant Impact is about to gain wider impact. "We started with the automotive [...]

 
 

As Viewers Turn Off, TV Targeting Can Boost Ad Sales: Janus’ Shimmel

How do you generate more revenue when one of your main customer groups is turning away in droves? Offer something wonderful to your other key customer group. As US TV viewership declines, more companies are coming to think of the new capability of advanced viewer targeting as a way to ratchet up advertiser value from those viewers who remain. "Generating incremental ratings is very hard because of the hyper-competitive environment with SVOD and other other forms," says Howard Shimmel of Janus Strategy & [...]

 
 

Going Deep at the #BeetRetreat 8.7: Comcast Spotlight Goes Down The Funnel For TV Attribution With TVSquared

A little over a year ago, Comcast Spotlight decided to assemble a measurement team to prove that linear television works beyond just upper-funnel performance metrics. The ad sales division partnered with TVSquared on a mission that is intended to extend to VOD and IP-delivered TV. “We absolutely know that we have to get beyond the core linear product because we want to essentially be platform agnostic,” says VP of Research & Insights Andrea Zapata. “Just as we are now network agnostic [...]

 
 

D2C Brands Use TV To Measure Web Visits: CBS’s Ross

They may be natively digital, but the new wave of direct-to-consumer (D2C) ecommerce brands is being built, in large part, through advertising on television. And one major TV network's ad sales chief says the old box in the corner can give these sorts of brands the digital capabilities they need. "If you look at something like Chewy.com or Wayfair, these are brands that four or five years ago nobody had really heard of," says Jo Ann Ross, CBS president and chief advertising [...]

 
 

Local Cable Operators Can Excel At Addressable: EY’s Balis

TV platforms have been gaining super-powers which allow them to help advertisers precision-target individual households and control their ad frequency. Until now, it has been mostly the large national networks and OTT platforms benefitting from the new tools. But local players don't have to be left out. In this video interview with Beet.TV, Janet Balis, EY global advisory leader for media and entertainment, says local cable operators can excel at the opportunity. "We expect that national media entities bring a strong degree of [...]

 
 

Next Week at the #BeetRetreat: How Addressable Will Scale In 2019: MODI Media’s Cestaro

eMarketer forecasts that ad spending on addressable TV platforms (those which allow buyers to target viewers or households) will constitute 3.7% of total US TV ad spend in 2019, an overall market which is now otherwise in marginal decline. If the new technology is going to help restore growth to TV ad revenue, it is going to need to go large. In other words, more TV operators are going to need to put more addressable technology in more viewers' homes. But that is [...]

 
 

Next Week at the #BeetRetreat: NCC Media’s Ivins On Real-Time Campaign Measurement, Attribution Partners

As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control. “I think we’ll get to the day where it’s always on, real-time measurement,” says Bob Ivins, Chief Data Officer of NCC Media. Not that long ago, MMM was the sole answer to advertising/marketing attribution, when sales were seen as a function of everything. “Distribution, price, promotion and TV activity. You would get all of [...]

 
 

Granular TV Attribution Boosts Local Ad Spending: TVSquared’s Kinsella

Local cable operators are able to turn around declining TV ad spending when they add technology which demonstrates how TV ads drive outcomes like website visits. That is according to one executive who is seeing advertisers double their TV ad spending as a result. "For as long as we started this company, people have been talking about TV media dollars going away, declining," says Jo Kinsella, TVSquared chief revenue officer, in this video interview with Beet.TV. "Actually, what we've seen is, especially in [...]

 
 

At the #BeetRetreat: Addressable is for Linear TV, Too: Amobee’s Schleider

Internet-connected television devices are giving marketers the ability to precision-target ads to individual households. But the "addressable" TV advertising opportunity doesn't have to start and end simply with an all-targeting approach to a TV campaign. Some marketers are using the new-wave of addressability features to support an old-fashioned linear TV ad campaign, too. That is according to an exec whose company is helping them use connected TV in a spectrum of ways. "Connected TV is for all brands," says Aleck Schleider, Amobee SVP client [...]

 
 

AT&T’s Xandr Adds A+E, AMC & Cheddar To ‘Community’ Ad Marketplace

It is only two months old - but now the new digital marketplace for ad trading that has just been built by AT&T is announcing three new non-AT&T supply partners. "Community", the platform created by AT&T's Xandr ad-tech unit, will support buying ads in content owned by A+E Networks, AMC Networks and Cheddar, Xandr announced. Community debuted in May, a new marketplace allowing advertisers to place video ads in AT&T-wide brands and across different screen types. That includes WarnerMedia’s CNN, TNT, TBS, [...]

 
 

The Time For TV Performance Is Now: TVSquared’s Kinsella

What does $150 million get you in ad-tech these days? If you are the new-look LiveRamp, it gets you Data Plus Math - the price which the reconstituted Acxiom is reportedly paying for the Boston-based data-matching company. But, if you a rival of Data Plus Math, that eye-popping deal isn't a threat, it's to be welcomed. In this video interview with Beet.TV, Jo Kinsella, TVSquared chief revenue officer, issues a message to Data Plus Math. "We were actually really happy about that deal [...]

 
 

Trusted Local News Is The Next Scale Increment: OMD’s Mirsky

CANNES -- At this point in the evolution of media, many major-brand advertisers are looking far beyond local news as a marketing channel. To many, news itself has become a problematic channel, whilst the increased scale offered by national or global distribution has proved more attractive. But some of that could be about to change, as ad agencies seem keen to rediscover the strengths of local media. To fully capitalize, however, they are looking for some upgrades to be made. In this video [...]