LAS VEGAS — Targeting ads to specific scenes within TV content sounds like the ultimate precision play. The challenge is that precision without scale doesn't spend budgets, and most scene types don't appear frequently enough to matter. “Someone’s in a shower scene, going to sell them soap. How many shower scenes are there? There’s not that many,” Bill Michels, chief product [...]

PALM SPRINGS, CALIF. – Nielsen is pushing to broaden how the industry views the company, positioning itself not just as a ratings provider but as a full marketing intelligence partner, according to Peter Naylor, chief client officer at Nielsen. Speaking in an interview with Beet.TV at the IAB Annual Leadership Meeting, Naylor said his mandate is to change how clients think [...]

LAS VEGAS — Buyers can now verify connected TV purchases at the show level, seeing specific line items, CPMs, impressions, and total media spend rather than trusting that budgets allocated toward major television events actually reached intended inventory. “Before a couple of days ago, it was impossible for a buyer to know exactly what they were buying in CTV in particular,” [...]

Connected TV advertising has reached a tipping point where impression volume, measurement capabilities, and targeting precision converge to create genuine performance marketing opportunities. “CTV’s finally hit that point of critical mass. So there’s enough impressions in the marketplace to really effectively reach consumers who are in that shopping mindset,” Maggie Summers, EVP and head of Activation at Dentsu X, told Beet.TV [...]

LAS VEGAS – The quest for meaningful audience metrics in the CTV space continues to challenge advertisers and media companies alike. Could behavioral intent data hold the answer to proving advertising effectiveness? By analyzing real-world search behavior and website visits following ad exposure, companies can create actionable signals from the noise of digital interactions to predict sales outcomes. "We believe that the [...]

LAS VEGAS — Amazon’s nearly total reach — 90% of U.S. customers across authenticated devices — means that advertisers can tell personalized stories that follow consumers throughout their day, from users’ Fire TV's in their living room to bedtime Alexa smart speaker podcasts. “If you think about it as an advertiser, [there are] so many different unique touchpoints and ways to [...]

PALM SPRINGS, CALIF. – Nissan Motor Corp.’s chief marketing officer and global brand advisor Allyson Witherspoon says artificial intelligence has moved from a side experiment to the backbone of the automaker’s marketing organization. AI as the foundation of planning, measurement and creative Speaking with Beet.TV at the IAB Annual Leadership Meeting, Witherspoon said AI now underpins nearly every part of Nissan’s marketing [...]

LAS VEGAS – As viewers gain more control over what they watch and when they watch it, Horizon Media is reshaping how it plans for connected TV. Speaking with Beet.TV at CES 2026, strategic investment lead Samantha Rose said CTV can no longer be treated as a single bucket. Instead, Horizon plans across distinct subcategories, including live CTV, subscription video on [...]

LAS VEGAS – Healthcare marketers are increasingly treating TV as the starting point for omnichannel strategy as connected TV adoption reaches critical mass and measurement improves, said Baron Harper, general manager of business development at The Trade Desk. Speaking with Beet.TV contributor David Kaplan at CES 2026, Harper said the industry is moving beyond simply showing up on many platforms toward [...]

LAS VEGAS – How do you reach an audience that's actively engaged without becoming an unwelcome intruder? The answer, according to one media strategist, lies in understanding that gamers aren't just consumers - they're participants in carefully crafted worlds they care deeply about. "Brands can show up in gaming without disrupting the experience by leading with respect," said Samantha Lim, svp, gaming [...]

For years, in-store digital media has chased scale, adding more screens to more stores. However, this approach often overlooked the fundamental component required to turn a shopper’s glance into a purchase: relevance. Now, a more deliberate strategy is taking hold. Retailers are rethinking their in-store networks not as a collection of screens, but as an intelligent infrastructure designed with purpose, according [...]

LAS VEGAS — Artificial intelligence can reshape advertising from disruptive interruption to emotional complement by matching ad tone to surrounding content, preventing jarring transitions that produce negative attention as opposed to the good kind. “Let’s say someone was watching Good Will Hunting. It’s the iconic scene where Ben Affleck’s in the bar in Boston; it’s energetic, it’s loud, and they cut [...]

LAS VEGAS – Adam Singolda sees consumer behavior shifting faster than most media companies expected. Large language models such as ChatGPT are becoming a daily interface for information, he said, but the experience remains uneven across platforms. Some LLMs are ad free, others are ad-supported, while the open web sits largely outside those walled gardens. Speaking with Beet.TV contributor David Kaplan [...]

The U.S. streaming advertising market reached a turning point in 2025 as a surge of ad-supported inventory reshaped pricing, buying strategies and definitions of premium television, says Kathy Argyriou, head of publisher sales at FreeWheel, a unit of Comcast. Speaking with Beet.TV contributor David Kaplan, Argyriou said the rollout of ad-supported tiers from major streaming platforms drove a sharp increase in [...]

LAS VEGAS – Roku is leaning into a message advertisers have long wanted to hear: connected TV can now drive measurable business outcomes, not just awareness. Speaking with Beet.TV Editorial Director Lisa Granatstein at CES 2026, Lauren Benedict, vice president of global ad sales and partnerships at Roku, said the company is seeing growing demand from marketers to treat CTV as [...]

LAS VEGAS — Gaming purchases differ from typical consumer electronics transactions because they’re driven by passion and escape rather than necessity, creating emotional connections that retailers can leverage for brand partnerships. “A lot of consumer electronics is based on necessity. When we think about gaming, it’s all about the one,” Derek Bodurka, partner and category marketing director at Best Buy Ads, [...]

LAS VEGAS — Pharmaceutical advertising has been the backbone of TV ad strategies since the inception of the medium. But maintaining that central role requires embracing new delivery platforms including YouTube and connected TV as consumer viewing behavior shifts. “It’s about staying the backbone [of TV],” Kurt Robinson, evp, business development at Swoop, told Beet.TV Editorial Director Lisa Granatstein at CES. [...]

LAS VEGAS -- The advertising industry is racing to automate video buying, but one agency executive is urging a more measured approach. Rather than handing over the keys to the machines, Mike Treon, head of CTV and video strategy at PMG, thinks the real opportunity lies in collapsing repetitive workflows while keeping humans firmly in control of strategy and client outcomes. "Anything [...]

LAS VEGAS – The retail media sector is entering a pivotal year marked by consolidation, self-service tools and less fragmentation across retailers, said Sherry Smith, president of retail media at Criteo. Speaking with Beet.TV Editorial Director Lisa Granatstein at CES 2026, Smith argued that true growth in retail media networks (RMNs) will depend on brands’ ability to activate campaigns across multiple [...]

LAS VEGAS – As the advertising industry debates how quickly agentic AI will move from theory to practice, Alliant says the shift is already tangible inside its business. Speaking with Beet.TV contributor David Kaplan at CES 2026, Margo Hock, vice president of digital partners, said Alliant’s acquisition of AnalyticsIQ is now entering a critical phase. The focus has moved beyond deal [...]