Healthcare marketers must go beyond traditional awareness metrics to drive true patient action, said Sarah Bast, executive vice president of investment marketplace at Publicis Health Media (PHM). In this interview with Beet.TV Editorial Director Lisa Granatstein, Bast explained how PHM collaborates with PMX Lift, a unit within Publicis Media focused on the changing TV advertising landscape, to lead the charge [...]

RANCHO PALOS VERDES, CALIF. – In today’s crowded digital ecosystem, the definition of “premium” advertising hinges on far more than high-quality content. It’s about brand trust, a respectful ad experience and the relevance of the messages themselves, Will Doherty, svp of inventory development at The Trade Desk, said in an interview with Beet.TV contributor David Kaplan at the Beet Retreat [...]

RANCHO PALOS VERDES, CALIF. - Purchase data is the ultimate in outcome, so Comcast Advertising this year partnered with Mastercard to combine viewer data with transaction records to analyze campaign effectiveness. For decades, television advertising has been understood as the quintessential top-of-funnel tool, a powerful engine for building brand awareness and broad-based reach. Now advertisers are demanding to connect ad exposure on [...]

RANCHO PALOS VERDES, CALIF. — Contextual targeting has evolved from supplementary tactic to primary solution over the past year, enabling advertisers to move beyond inconsistent audience-based signals toward more robust and reliable connections with consumers. “A year ago at CES, we started talking about the idea of leveraging these signals in more interesting and meaningful ways. A year later, I think [...]

RANCHO PALOS VERDES, CALIF. - For all the talk about artificial intelligence impact on creativity, the data use cases are quickly coming into view among various parts of the ad industry. For example, the ability to autonomously generate audience segments in real time rather, than relying on predefined demographic or behavioral categories, could fundamentally change how connected TV advertising targets [...]

How does one of the world’s largest brand groups approach marketing opportunities when all around is changing? Unilever finds itself at the apex of a changing media environment, a commerce media explosion and a fundamental shift in the shape of television as a medium - oh, and the world’s biggest sporting event. Aaron Sobol, head of NA media investment and data governance, [...]

The combination of connected TV ads, retail media, and artificial intelligence offer marketers many compelling propositions. One possible value is the ability to know that an ad led to a completed purchase rather than having to rely on the “guesswork” of proxy metrics like ad clicks. In a larger sense, that could fundamentally change how campaigns measure and improve performance. “Were enabling [...]

In a rapidly shifting marketplace, brands are leaning more heavily than ever on retail data to navigate economic volatility and changing consumer behavior. Jenny Holleran, vp of media, insights and loyalty at Kroger Precision Marketing (KPM), discussed how retail media networks are reshaping marketing strategy during an interview with Beet.TV contributor David Kaplan. Data signals are essential amid market volatility “Brands are [...]

The shift to programmatic buying in connected TV advertising is happening faster than many industry forecasts predicted. With programmatic transactions now dominating the CTV landscape, media owners are being advised to develop sophisticated yield strategies that unify their approach across screens while leveraging artificial intelligence to maximize revenue from every impression. "Publishers really need to ensure that they have the right tech [...]

RANCHO PALOS VERDES, CALIF. – Adobe’s Sam Garfield, Head of Digital Strategy - CMT, Data and AI Platforms, believes that the advertising industry’s long-standing fixation on targeting over creative is beginning to break. That means publishers can unlock meaningful new revenue streams if they modernize how they produce, measure and share data around creativity. Speaking with Beet.TV contributor David Kaplan at [...]

ORLANDO, FLA. - Mastercard is pushing its long-running “Priceless” platform into new territory by doubling down on real-world experiences while building a marketing engine powered by AI, said Cheryl Guerin, the company’s executive vice president of brand strategy and innovation, in an interview at the ANA Masters of Marketing conference. Guerin said the strategy now advances on “two fronts,” one rooted [...]

ORLANDO, FLA. — Brands averaging 12 agencies with separate systems and priorities create organizational chaos that artificial intelligence accelerates rather than solves.  What’s needed, according to Publicis Groupe’s Linsey Loy, is proper integration through unified identity frameworks and shared operating models. “If you think of yourself or your company like a house, if everyone has their own door and their own rules, [...]

For Genentech, a biotech pioneer at the intersection of science and storytelling, success in media campaigns goes far beyond impressions or clicks. “Success for us is the incremental revenue and ROI that we can drive with TV ads for the brand,” said Gozde Dinc, director of media, strategic partnerships and innovation in digital marketing at Genentech. “As well as the impact [...]

Terry Kawaja - investment banker, comedian and parody writer/producer extraordinaire - was in fine form Thursday night at the Beet Retreat LA fundraiser when he presented his latest video, "Andy & the Beets," a takeoff on Elton John's "Bennie and the  Jets." We have published the video on this page. It was all for a cause dear to Terry's heart: BreastCancer.org, a [...]

For retail media networks born out of large-scale commerce operations, the next phase of growth depends on looking beyond their own backyards. As the sector matures, the imperative is shifting from servicing endemic brand partners to winning over the wider agency marketplace with scalable, easy-to-use advertising tools. With US retail media ad spending projected to grow at a compound annual rate of [...]

Artificial intelligence is generating new interactive data signals from creative content that enable moment-based messaging, fundamentally changing how brands reach audiences beyond traditional television daypart structures. “I think if you can provide signals based on moments, and that’s what AI is going to do in creative and content, you can have more powerful dynamic messaging,” Jay Wolff, CRO at Kerv Interactive, [...]

The retail media sector continues its rapid expansion, with global spending projected to grow from $184 billion in 2025 to over $300 billion by 2030, according to a forecast from Forrester “My plan for the future is to really revolutionize retail media into retail services,” Evan Hovorka, VP, product and innovation, Albertsons Media Collective, said in this video interview with Beet.TV. [...]

The evolution of commerce demands a more connected, collaborative approach across creative, media and technology teams, said Amie Owen, global chief commerce officer at Interpublic Group’s IPG Mediabrands. She described how advertisers are rethinking their operating models to achieve “total commerce” in this interview with Beet.TV contributor David Kaplan during Advertising Week New York. Such a comprehensive approach ensures that every [...]

ORLANDO, FLA. – Marketers can’t prove the value of their ad investments without direct access to their own data, and that needs to change, says David Fogarty, evp of data excellence and privacy at the Association of National Advertisers. In a conversation with Beet.TV’s David Kaplan at the ANA Masters of Marketing conference, Fogarty said advertisers continue to face “tremendous waste” [...]

Talk of a “search apocalypse” has dominated industry conversations since the emergence of generative AI, with many predicting the demise of the traditional search engine. Some forecasts add fuel to the fire, with Gartner, for example, projecting that traditional search engine volume will decline by 25% by 2026 as users turn to AI chatbots. Looked at another way, however, the result [...]