SANTA MONICA — Sometimes, a technology's purported solution winds up creating more problems. Such is the case in the connected TV sector, where the new delivery, targeting and measurement super-powers on offer to advertisers have also ended up creating difficulties just accessing those opportunities. In this video interview with Beet.TV, Erin Madorsky, Chief Strategy Officer, US, MiQ, explains her take on how [...]

SANTA MONICA, Calif. — In a year in which MVPDs have kicked the tyres of new systems for measuring TV viewership, one concern to have emerged is under-representation of certain communities in the data. In 2022, Beet.TV heard a number of executives call attention to the problem and its pitfalls. In this video interview with Beet.TV, a representative of TV's traditional measurement [...]

SANTA MONICA -- Few people relish the sight of gathering economic clouds. But Travis Clinger can see the sun on the other side of the storm. While many people see the rise of "addressable" media like connected TV as best enabling targeting capability, Clinger, SVP Activations & Addressability, LiveRamp, says the same tech can also help marketers prove their effectiveness to [...]

As privacy regulations become more restrictive in many regions, marketers are looking for ways to use consumer data to improve the effectiveness of their advertising while also protecting people’s privacy. Data clean rooms are one way to match their customer data with audience data without intermingling them. “We are a big believer in clean rooms, as we feel that's the next [...]

SANTA MONICA, Calif. – As addressable advertising expands throughout the television industry and matures, marketers have greater expectations that it will deliver results in terms of business outcomes. “We're going from the potentiality of an industry to one that now has tens of billions of dollars in streaming and advanced TV advertising dollars being spent,” Dave Morgan, founder and chief executive [...]

SANTA MONICA — From where Mark Rotblat is sitting, life looks pretty good. And it likely isn't just the glow from the fall California sunshine. At Rotblat's Tubi, a streaming TV service that is free to viewers, he is delighting in paid rivals' current difficulties. And, in this video interview with Beet.TV at Beet Retreat Santa Monica 2022, the Chief Revenue Officer, Tubi, [...]

SANTA MONICA — If 2022 is really the year when "alternative" currencies began to be used to measure TV consumption, Carol Hinnant must feel like she is living Groundhog Day. Sparked by splintering consumption patterns and issues surrounding the main measurer of traditional TV, Nielsen, MVPDs have started to use a range of new measurement vendors. In this video interview with Beet.TV, [...]

Avoiding advertising fraud on connected television requires continual vigilance as scammers look for weaknesses in the media supply chain. Marketers, agencies, media owners and ad-tech companies can work together to diminish losses to fraud. “The more we can collaborate together, share knowledge, share lists, talk with one another to root out these bad actors at their source, we're going protect both [...]

SANTA MONICA — They are two of the most exciting new channel opportunities available to marketers and agencies today. So why are so many of them struggling to embrace connected TV and the new retail media platforms? In this video interview with Beet.TV at Beet Retreat Santa Monica 2022, a former agency leader turned retail media pioneer explains. Retail wave "Retail media" is the [...]

SANTA MONICA, Calif. – The broadcasting industry is taking steps to adopt technology that years ago helped to automate the digital advertising marketplace. Instead of placing an insertion order (I/O) for TV commercials, more marketers and agencies are using programmatic tools. “We're definitely seeing that shift from direct I/O into programmatic, but not just programmatic guaranteed,” Abbie Reichner, vice president of [...]

SANTA MONICA — For most in media, the quest for holistic cross-screen measurement is enough. Now imagine trying to usher-in a cross-national cross-screen measurement future. If that sounds like a game of 3D chess, it is one Stéphane Coruble is happy to play. In this video interview with Beet.TV, the CEO, RTL AdAlliance, describes how he is catering to the unique European market. The [...]

The pandemic helped to increase the demand for video streaming services as many people looked for ways to entertain themselves while stuck at home. The shift in viewing from traditional linear television to video on demand has led political campaigns to change their strategies, as seen in this month’s midterm elections. “People are watching and consuming content in a lot of [...]

SANTA MONICA, Calif. – Consumers have more ways to watch television programming than ever before, challenging advertisers to reach them among multiple platforms. Comcast’s NBCUniversal wants to help marketers engage those audiences, whether they’re watching traditional linear television or streaming video on the Peacock ad-supported video on demand (AVOD) platform. “We've really seen an acceleration in the adoption and ways in [...]

SANTA MONICA — Data-driven and automated selling of streaming TV ads is growing. But if programmatic wants to hit higher heights in tv, it will have to shake-off its origin story. That is according to one TV ad-tech exec in close contact with money movements. Programmatic take-off "Programmatic wasn't built for premium video - it was built for digital display," says Katy Loria, US [...]

Stronger guards against ad fraud in connection television will help to expand automated media buying as marketers can feel confident about their efforts to reach bigger audiences. While they can negotiate one-to-one deals with publishers, they face certain limitations. “One proxy that a lot of buyers use for creating some safety in CTV is one-to-one deals, and while that works reasonably [...]

Established brands have led the way into advertising on connected television, a break from the past when smaller, disruptor brands were more willing to take a chance on a new and comparatively untested medium. “You see a lot of those smaller brands really try to be the first ones there to exploit a market inefficiency, when they're new to a market. [...]

SANTA MONICA, Calif. – The idea of showing different advertising to different household during the same TV shows is appealing to marketers who want to ensure their media spending drives at outcome. That push toward more personalized advertising is counterbalanced with consumer concerns about privacy. “We have at least five different privacy laws coming up from five different states with I [...]

SANTA MONICA — If you hope to win a customer, you had better make a lasting first impression. That much has always been true. But, in the heady days of growing competition, making a good digital first impression is critical. In this video interview with Beet.TV, Denise Colella, VP, Head Digital Strategy, Media & Financial Services, Adobe, explains why. Personalization at scale Colella says people [...]

SANTA MONICA, Calif. — For a decade, this fast-moving industry was relatively stable. Now new entrants, new business models and new regulatory considerations are changing the game for how advertisers can meet their audiences. In this video interview with Beet.TV, Jake Richardson, Director, TV Partnerships, The Trade Desk, explains how he sees recent shifts ushering-in new strategic considerations for ad buyers. New competition Richardson [...]

Cybersecurity platforms for years have worked to eliminate fraudulent activity that costs advertisers millions of dollars a year. As those marketers shift more of their ad budgets into connected television (CTV), they must remain vigilant against suspicious activity that inflates viewership metrics. “A constant word that comes out of my mouth is ‘proactive’ -- be proactive,” Matthew Katz, senior director of [...]