The definition of “attention” and “performance” is expanding rapidly for healthcare advertisers, said Clifton Covey, senior vice president and group director of digital activation at WPP’s CMI Media Group. Speaking with Beet.TV Editorial Director Lisa Granatstein, Covey said there’s no “one size fits all” model for optimization and measurement in the industry. “The gold standard has long been audience quality,” he [...]

It may look like the future of television, but its appeal is rooted firmly in the past. To the viewer on the couch, the distinction between broadcast, cable, and streaming is increasingly irrelevant; it is all simply television. For the millions of viewers flocking to free ad-supported streaming television, or FAST, the experience is familiar. That continuity is key to understanding the [...]

The next frontier of marketing lies not in digital screens but in the physical world, and that artificial intelligence and creativity will define who wins there, says Tim Armstrong, founder and chief executive of digital connection company Flowcode. The former AOL and Google executive described n this conversation with Beet.TV contributor David Kaplan how Flowcode is helping brands bridge real-world experiences [...]

Last month, at the ANA Masters of Marketing conference in Orlando, we spoke with Adobe's Denise Colella. A breast cancer survivor and industry leader, she stressed the importance of industry support for awareness for a disease that impacts so many of us. At Beet.TV, we support Breastcancer.org, an essential information resource for the public, patients and their families. We are raising [...]

ORLANDO, FL — United Airlines uses real-time operational data to hold connecting flights for delayed passengers. The airline, which is about to celebrate its centennial year, does so when the delay won’t impact final arrival times. Travelers worried about a missed connection receive a text with reassuring messages that transform potential stress into brand loyalty moments. “If we can hold this [...]

The open internet continues to serve as a powerful channel for advertisers seeking scale and accessibility. But the advent of generative AI is rapidly reshaping how that potential is realized. The technology is ushering in “a unique opportunity to gain even more precision and relevance,” said Jeremy Arditi, co-president and chief business officer, Americas, at omnichannel platform Teads, in this interview [...]

Ensuring that ads enhance rather than interrupt the viewing experience should be a priority for every brand, said Alex Stone, senior vice president and managing director of enterprise partnerships at Horizon Media. Speaking with Beet.TV contributor David Kaplan, Stone emphasized that Horizon prioritizes “respectful ad formats,” placements designed to be additive, not intrusive. “We take a hard look at what’s behind [...]

LAS VEGAS — The retail media network explosion mirrors the programmatic advertising boom 15 years ago in a lot of ways to Digitas North America’s’ Chelsea Monaco. As the convergence of shopping, advertising, and media becomes more solidified, the wide retail media could look a lot smaller in the near-future.  “If you look at what happened in 2010, there were all [...]

In an advertising ecosystem fixated on digital channels, it can be surprising to learn that a major retailer’s media strategy is overwhelmingly centered on its physical footprint. For UK grocery chain Co-op, about 80% of its retail media business is rooted in its brick-and-mortar stores, making them the undisputed core of its commercial engine. This physical-first approach presents a unique perspective [...]

Achieving true intimacy at scale has long been the advertiser's holy grail — but a complex one to achieve. The answer, as ever, could be AI, which allows advertisers to analyze audiences down to a single person and orchestrate a journey across a fragmented landscape of social media, streaming platforms, and e-commerce sites. But this approach hinges on the strategic collapse of [...]

Kate Ludwig, senior vice president of advanced TV partnerships at Swoop, says the company’s approach to personalized outreach in healthcare advertising hinges on strict adherence to privacy regulations. Speaking with Beet.TV Editorial Director Lisa Granatstein, Ludwig described how Swoop’s advanced TV partners serve as the “connective tissue” between data innovation and compliance. By aligning with HIPAA and state legislation, Ludwig said, [...]

While marketers looking to achieve both branding and performance goals have been flocking to Free Ad-Supported Streaming Television (aka “FAST”) channels the last several years. The problem is that FAST lacks adequate measurement and targeting infrastructure. And that’s creating gaps that walled gardens currently cannot fill for content distributors. “[FAST] is underserved right now from a measurement standpoint, underserved from a [...]

Marketers need to demand more of artificial intelligence than just seeing it as a tool to find the lowest-cost ad prices. “AI shouldn’t be just finding cheap CPMs. No one wins at that. It’s about connecting the sellers and the buyers,” Rebecca Bonell, senior director, Business Development at OpenX, told Beet.TV contributor David Kaplan. This philosophy extends OpenX’s longstanding transparency and efficiency [...]

LAS VEGAS –Instore retail media represents the “natural evolution” of the broader retail media category, said Marlow Nickell, founder of Grocery TV. Speaking with Beet.TV contributor David Kaplan at the Groceryshop convention, Nickell said the shift from online to physical locations reflects where most transactions actually occur. “When you think about it, 90-plus percent of grocery transactions still happen instore,” he [...]

“Value” is far more than a financial metric -- it’s about driving meaningful change for clients’ businesses, said Stephan Indich, executive vice president and head of integrated investment at Interpublic Group’s Mediahub Worldwide. While cost savings remain important, value must also come through insights, creativity and collaboration, he said in this interview with Beet.TV contributor David Kaplan during Advertising Week New [...]

Procter & Gamble’s Chief Brand Officer Marc Pritchard says enduring brands aren’t built on fleeting trends but on a deep understanding of consumers and a clear sense of purpose. Speaking with Beet.TV contributor David Kaplan at the ANA Masters of Marketing conference, Pritchard described how classic brand-building principles continue to guide P&G’s strategy even as technology reshapes the marketing landscape. “The [...]

Consumers spend approximately 11 minutes deciding what to watch when they turn on their televisions, creating a premium opportunity for native advertising placements that influence content selection and brand messaging before streaming begins. “The first thing that you see when you turn on your TV is, well, what do I want to watch? The average consumer spends about 11 minutes deciding [...]

Today’s digital media are the most measurable ever. But does a focus on short-term, addressable media metrics skew the advertising industry, neglecting the important work of brand building? This balancing act between brand and performance, and between automation and ingenuity, is top of mind for Stacy DeRiso, global brand president, Initiative. Having led the agency’s largest market in the U.S. for four [...]

LAS VEGAS — Organizations struggling to move from siloed data to actionable cross-channel insights should start small and prioritize progress over comprehensive solutions that never launch. “It’s about simplification and everyone seems to be wanting to boil the ocean, and that’s always hard," Cristina Marinucci, VP Global Growth & Omni Commercial Insights at Mondelēz International, told Beet.TV contributor David Kaplan at [...]

As new technologies make it easier than ever to place a “buy now” button in front of a consumer, the pressure to demonstrate immediate return on investment is immense. But could this short-term focus risk undermining the long-term work of brand building? This is the view of Brendon Volpe, chief strategy officer US at UM Worldwide, who argued that agencies must help [...]