SAN JUAN, PR — When Craig Berlingo gives local advertisers new super-powers, he doesn't necessarily want them to have to read an instruction manual. The marketing capabilities on offer through new connected TV services are a step-change from traditional local advertising norms. But Berlingo, CPO, Madhive, says it is imperative ad-tech can simplify those powers to unlock the next generation of new [...]

SAN JUAN, Puerto Rico — Amongst the copious terminology which is so commonplace in digital advertising, a new one joined the ranks over the last year. "Supply-side targeting" is reckoned to encompass the different ways in which ad-tech can enable targeting capabilities for publishers and around publishers' own content or inventory, rather than audience-based targeting. In this video interview with Beet.TV, Andy [...]

If there's an easy entry point for marketers to crack gaming, it's usually through mobile games. But that often comes with a tradeoff in quality - or it least has historically. Mobile games lend themselves to ads, which gamers are used to. But the big splashy opportunities in high end console titles - think mega hits like "Call of Duty" - those [...]

SAN JUAN, Puerto Rico — The media business pendulum may now be around half-way between subscription video and free streaming TV. In this video interview with Beet.TV, Katy Loria, Chief Revenue Officer, FreeWheel, says 50% of growth in over-the-top TV viewing is coming from FAST - free, ad-supported TV services. Loria says that is going to bring a host of benefits. Growth and [...]

SAN JUAN, Puerto Rico – Television audiences have more control over the viewing experience than ever before as they connect a variety of devices to the internet to do everything from bingeing on a series to watching live sports. “What we're really encouraged to see, because now we have a few years of data against it, is how linear and streaming [...]

SAN JUAN, Puerto Rico – The digital transformation of the TV advertising marketplace is generating more data about media-buying activity, but what’s needed are standards for how to classify the information. Accepted definitions of content genres and other data would help. “We’ve done a lot of good work to access that data and have it coming through,” Georgina Thomson, head of [...]

SAN JUAN, Puerto Rico – People’s concerns about privacy and stricter regulations on data sharing are pushing brands, agencies and media companies to adopt data clean rooms. The technology helps to match data records without sharing the information, helping advertisers to harness first-party data when working with media companies such as Spanish-language broadcaster TelevisaUnivision. “We've been spending a lot of time [...]

AUSTIN - After years of industry changes and the interruption due the pandemic, SXSW is back to a  substantive, content-focused gathering, says 12-ear festival veteran Wilson Standish, head of content and creativity at at Hearts & Science, an Omnicom Media Group agency. I spoke with him via Zoom in Austin on Sunday. Standish says that the the ethical and practical uses of [...]

SAN JUAN, Puerto Rico – The television audience is growing more fragmented as viewers divide their time among a wider selection of streaming platforms and connected devices. The growth in streaming also is driving grater experimentation with ad formats, including those that give viewers a way to respond quickly and easily. “There's really a lot of different units that are coming [...]

SAN JUAN, PR — The new era of TV advertising looks likely to be measured by a multitude of providers, not just the historic single outfit. In that kind of competitive landscape, how are any of the contenders - like iSpot.tv, VideoAmp and others - going to stand out? In this video interview with Beet.TV, Josh Chasin, Chief Measurability Officer, VideoAmp, describes [...]

SAN JUAN, Puerto Rico – Many technology companies whose revenue comes from digital advertising have cut jobs in the past year, partly reversing two years of rapid hiring to keep up with the strong growth in streaming and online shopping during the pandemic. Outdoor advertising has seen opposite trends, bouncing back as brands seek to reach consumers who resumed commuting [...]

It's too hard. It costs too much. It's probably not right for my brand anyway. These are just some of the complaints - misperceptions if you will - the IAB has identified in new research regarding the video game advertising market. Jack Koch SVP, Research & Insights at IAB told Beet.tv about some of the key takeaways from the IAB study, which [...]

SAN JUAN, PR — Many in the TV industry have historically seen the idea of programmatic trading and biddable inventory as potentially devaluing their ad yield. But what is the latest in programmatic technology could do the opposite? In this video interview with Beet.TV, Nicole Scaglione, Global VP, CTV & OTT, PubMatic, describes how some execs are waking up to the power [...]

SAN JUAN, Puerto Rico – Marketers for years have fretted that they weren’t sure whether their advertising was working. With every refinement to media measurement, the goal has been to pinpoint what exactly motivated a consumer to buy something again and again. “The progression has always been to measure more and more outcomes,” Damian Garbaccio, chief business and marketing officer at [...]

SAN JUAN, PR — With tools in their hands to build, buy and target ads, a new generation of TV advertiser is embracing the connected TV (CTV) screen. By and large, the flexibility and power they are discovering from the channel is beckoning smaller companies than were traditionally platformed by linear TV. In this video interview with Beet.TV, Lauren Benedict, SVP, Enterprise Sales, [...]

SAN JUAN, Puerto Rico – Major media companies and advertising agency holding companies are coming together in the recently formed Joint Industry Committee to help set standards for ad transactions in cross-platform premium video. Spanish-language broadcasting giant TelevisaUnivision wants to ensure that these standards adequately reflect the growing Hispanic audience. “There are still hundreds of national advertisers that do not spend [...]

SAN JUAN, PR — After a year that has seen intense chatter about new data "clean room" technology, the category needs to push forward with simplification. The software allows ad buyers, publishers and others to integrate and develop insights from respective data sets without breaking privacy rules. In this video interview with Beet.TV, Alice Stratton, Chief Revenue Officer, Habu, describes "step two" [...]

SAN JUAN, PR — Why new free, ad-supported TV (FAST) services may seem like they are defining a new media model, ad-supported TV was the way much of TV always used to be. Over the last decade, and largely as a response to how the 2009 economic crash hit advertising, subscription video services became the driving force in TV. In this video [...]

The joint industry committee (JIC) formed in January by major media companies expanded to include media agencies Dentsu Media, GroupM, Horizon Media, IPG Mediabrands, Omnicom Media Group, Publicis Media and RPA. The committee today announced its certification criteria for setting the value of cross-platform advertising transactions, or what are known as currencies, for premium video. Led by advanced advertising company OpenAP on [...]

SAN JUAN, Puerto Rico – The upfront sales season for media companies this year is expected to include a more diverse group of measurement companies whose data help to set the value of advertising transactions, or what are known as currencies. Media giant Paramount last month distributed a manual at the Beet Retreat San Juan explaining how advances in viewership measurement [...]