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 [...]

Advertisers should rethink what “reach” really means, said Kelley Rapport, vice president and director of precision at Publicis Groupe’s Digitas North America. Instead of trying to reach everyone, Rapport said brands should prioritize quality interactions, meeting the right audience, with the right message at the right time. “It’s important to get in front of the right people,” she told Beet.TV’s Lisa [...]

With the audience now firmly established in the CTV environment, the focus is turning toward making those impressions count. For some, the next phase of CTV advertising involves moving beyond simple reach to drive tangible consumer action. That is the opportunity for streaming platforms to evolve advertising from broad exposure to measurable patient engagement, said Jake Piasecki, co-head of enterprise ad sales, [...]

“AI really is reshaping every aspect of media,” said Neala Brown, senior vice president of strategy and insights at Teads, the global digital media platform known for its outstream video formats. Speaking with Beet.TV contributor David Kaplan, Brown said the rise of generative AI is revolutionizing how video is created, adapted and optimized across platforms. From large-scale creative production to real-time [...]

LAS VEGAS — The “too-late target” is a perennial problem of the programmatic age. And it’s particularly cringeworthy when an ad tech professional experiences a targeted ad after they have already purchased the item they’re subsequently seeing on their digital screen.  “If I go into an electronic store to buy a new laptop or a new iPad, and then I complete [...]

In an advertising landscape defined by economic uncertainty and fast-changing consumer behavior, flexibility has become a defining principle of modern media investment, said Marcy Greenberger, chief investment officer of UM Worldwide, during a Beet.TV interview with contributor David Kaplan during Advertising Week New York. “In a world of economic uncertainty and unpredictable client business performance, flexibility is key,” Greenberger said. “You [...]

In the commerce media space, few categories of company are in quite as advantageous a position as those which hold the purse strings. For American Express, the bet is that its unique position as both a card issuer and a merchant acquirer provides an unmatched view into the habits of high-spending shoppers. This strategy is the foundation of Amex Ads, a just-launched [...]

The captive audience has long been the holy grail of advertising. But what about the audience that is literally captive, buckled into the backseat of a car with an average of 20 minutes to spare? Uber Advertising recently surpassed a $1.5 billion annual run rate and is growing at a rapid clip. The goal is to transform passive travel time into [...]

Interactive entertainment has become a cornerstone of omnichannel media strategy, said Ben Hovaness, chief media officer at OMD Worldwide. “We see interactive entertainment playing two key roles,” he said in this interview with Beet.TV contributor David Kaplan. “The first is providing incremental reach plus depth reach because it enables us to reach many individuals who we might not be able to [...]