Bloomberg’s Bickford Sees TV Ads Held Back By Lack Of Data

Bloomberg Media wants all its outposts to remain free. That’s going to require continued advertiser finance. So it’s no wonder the company is frustrated with the state of TV ad sales. Bloomberg TV sales head David Bickford wants to teach the old dog of telly some new tricks – namely, the kind of measurement and […]

 
 

NAB’s New Digital Group Must Fill Data Gaps: Cablevision’s Tatta

On the eve of a special digital-only meeting at the National Association of Broadcasters’ (NAB) Show in Las Vegas, one cable operator has urged it to solve TV’s data problem. The NAB is has tabled a Digital Summit, including assembling a board to tackle the issue – namely, how to standardize measurement and reporting mechanisms for quantifying viewership […]

 
 

WideOrbit By The (Big) Numbers, And Outing ‘Fauxgrammatic’

MIAMI — It’s the behemoth media platform that has a hand in perhaps around 40% of US TV ad spending, if numbers are to be believed. So why do so few people talk about WideOrbit? The San Francisco-based company offers a software platform that handles scheduling, billing, content management and invoicing for mostly local TV ads around the US. In […]

 
 

‘Ad Blocking Is Good For Us’: How the Washington Post Wrestles With Choice

MIAMI — The Washington Post says it is trying hard to show ads that don’t suck – it’s other people’s ads that are the problem. WaPo made headlines late last year, when, like some other publishers, it began serving a range of responses to users running ad blocking software – from email captures to subscription invitations. “At […]

 
 

New NAB Group Aims To Wrestle Back TV Data Measurement

A new world is coming in to view, in which TV broadcasters will be able to help ad buyers target viewers more precisely. The only problem, TV broadcasters may not be in the picture. That’s why the US industry’s umbrella body, the National Association of Broadcasters (NAB), is convening members to gain control. For the NAB Show at […]

 
 

Thrillist’s Rich Threads Publishing From Email To Social

VAIL, CO — It still majors on food and drink, but digital men’s lifestyle publisher Thrillist has expanded a lot in its 12 years online. For one, what started as an email newsletter distributed to 600 friends is no longer just destined for your mailbox. “Our email audience … is the pebble we can throw in the […]

 
 

Neustar’s MarketShare Teams With Simulmedia For Ad Analysis

When marketing data and analytics company Neustar acquired the marketing technology company MarketShare Partners for $450mn last year, it was to bolster its ability to plan, optimize and allocate marketing spending in a changing, multi-channel world. Now the combined company is spreading its wings. “I’ve never seen such good identity-level data,” MarketShare co-founder and CEO Wes Nichols, now Neustar’s chief […]

 
 

Judgement Day For Ad-Tech? Kawaja On Investor Withdrawal

The company logo lumascapes for advertising and marketing technology platforms have got so crowded in recent years, it can sometimes be hard to figure out who’s who. So, is the segment due a shake-out? Investment in ad-tech has receded a little from the frenetic dash of a couple of years ago, as the performance of certain newly-public […]

 
 

Bloomberg’s Justin Smith Sees Strength In Digital Outstripping TV Audience

VAIL, CO — Bloomberg Media may now be finding its TV audience is almost half the size of that it gets on the Internet – but that doesn’t faze CEO Justin Smith – he thinks putting TV in the shade puts Bloomberg on the right path. “Bloomberg Media is now a majority digital video company,” Smith […]

 
 

Digiday Aims For Expansion Beyond Marketing While Keeping Focus

VAIL, CO — It’s now five years since Brian Morrissey left Adweek to form Digiday, the site covering media and marketing that has grown in to an industry must-read. What’s next? More besides media and marketing. Digiday is soon to expand in to other topics and regions, Morrissey tells Beet.TV in this video interview. “We’re […]

 
 

Most Advertising Is Irrelevant: Quantcast’s Feldman Wants More

MIAMI — Twenty-two years after the first web banner ad, you may have thought the online advertising business was pretty mature by now. But fear over a worsening consumer advertising sentiment, plus excitement about a new wave of ad outcomes, may mean the industry is only just beginning. “Most advertising today isn’t relevant,” according to Quantcast CEO Konrad Feldman, […]

 
 

Nielsen Hopes Cross-Platform Measurement Will Inform Upfronts

MIAMI — The upfronts season, in which US TV networks tempt ad buyers to open their wallets by presenting their roster of programming, has begun – and Nielsen is hoping it is just in time for buyers to judge the likely audiences using its new viewer data products. The measurement firms’ new Total Audience Measurement system, to ascertain […]

 
 

LinkedIn Doubles Down On Native As Biggest Ad Format

MIAMI — It only launched in summer 2013 but, already, LinkedIn’s native ad format Sponsored Updates, is making up half of all the firm’s advertising revenue, a company exec says – and they look set to make up the majority soon. “It’s already 50% of our revenue and it’s going to become an even bigger part, […]

 
 

Innovid Measures Snapchat’s Vertical Videos For Brands

MIAMI — Snapchat is becoming a video behemoth, clocking up a reported six billion daily views in February, up from just two billion nearly a year earlier. Unlike some other video platforms, however, insight in to individual performance is relatively hard to come by inside the app. That’s why Innovid, the video advertising technology company, sought a […]

 
 

TV Ad Budgets Can’t Stop Trump: explains Publicis’ Tobaccowala

MIAMI — In the race to the White House, some of the biggest advertising money is not yet being spent attacking across party lines. Instead, it is Republicans who are getting out their wallet to stop Donald Trump. As CNN recently reported, ahead of the recent Super Tuesday, Republican groups supporting rivals spent heavily on TV attack ads to stop Trump’s […]

 
 

The Economist Tells Brand Stories To Dodge Ad Disruption, Paul Rossi explains

MIAMI – After 172 years in print, The Economist magazine should know a thing or two about two key media topics – business models, and cyclicality. Paul Rossi thinks he has a radar for both. That’s why the publication’s president is pushing the respected, independent and sometimes straight title to produce content on behalf of advertisers. […]

 
 

Twitter Sees Life After 30 Seconds In Live Streams, Dave Roter

MIAMI — It may be known for its fast-paced and bite-sized status updates, but Twitter wants to tell brands they can both go shorter and longer with the formats they use on the platform. Twitter agency development director Dave Roter says pre-roll, in-feed video ads are working well – but he offers best practice, and alternative options. “The feed moves […]

 
 

How Innovation, Editorial Expansion is Driving Success at the Washington Post, Jeff Burkett explains

MIAMI — What has Jeff Bezos ever done for print? Transformed the fortunes of the Washington Post, for one. Since acquiring the paper in 2013, the Amazon CEO has put money in to journalists, video and new technologies, with the result that the paper overtook The New York Times for unique users last December, according to comScore. Now […]

 
 

Programmatic TV Has Turned A Corner: SMG’s Bertozzi

It is the medium most desired by programmatic ad-tech execs, who can sniff a slice of a $70 billion advertising industry. But TV is still only on the path to programmatic, not yet at full conversion. Still, one ad group man says the prospects for that tipping point are now looking a lot healthier, five years […]

 
 

Republican Candidates ‘Incredibly Innovative’ In Ad Targeting

This year’s presidential election race is shaping up to be the one most defined by the science of polling meeting the precision of ad targeting. This year, candidates from both parties are using Targeted Victory, a Virginia-based politics marketing agency, to help target using first-party data. “They’ve learned they can start with an email message […]

 
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