Amobee’s Schleider: Connected TV Filling Linear Addressable Gap

Amobee was the first advertising technology video platform to integrate with Tru Optik about two years ago. Addressable targeting across connected TV and a single opt-out across all devices were two motivating factors, according to Amobee’s Aleck Schleider. “We saw early on the continued growth of connected TV and OTT supply and obviously it continues […]

 
 

Univision’s Choice Of Amobee For Linear TV Optimization Could Extend To Digital

Univision Communications has chosen Amobee to be its linear television optimization platform of record. The partnership also lays the groundwork for Amobee to support the leading media company serving Hispanic audiences across its linear, digital and social channels, according to Amobee’s Stacy Daft. “We also have the capability to extend the offering into the digital […]

 
 

Amobee Seeing Linear-TV Budgets Converging With Connected TV: VP John Rogers

PHOENIX – Converge and you will find convergence seems like an apt metaphor to describe the combination of Amobee and Videology. Easing the way forward is the ability to “make sure that connected TV starts to look like linear,” says Amobee’s John Rogers. Six months ago, multichannel video demand-side platform Amobee acquired Videology. Now the […]

 
 

WideOrbit’s ‘Four Flavors’ Of Programmatic

SAN JUAN, Puerto Rico—As it continues to build out its programmatic solution, WideOrbit is finding that not enough advertisers are willing to pay extra for addressable and targeted television inventory. “We need to see more and more advertisers willing to pay premium for those CPM’s. We’re still not seeing that,” says VP of Business Development […]

 
 

Puerto Rico’s Media World Transformed by Hurricane Maria: Explain Execs from AT&T, Hearts & Science, Procter & Gamble, Telemundo

SAN JUAN, Puerto Rico—There was no playbook for the advertising and media community in Puerto Rico to help itself—much less consumers—deal with Hurricane Maria in 2017. But until such a template exists, the lessons related by AT&T, Hearts & Science, Procter & Gamble and Telemundo at Beet Retreat 2018 provide more than an ample starting […]

 
 

On The Edge Of Scale: Disney, Amobee, Nielsen Execs Weigh In

SAN JUAN — Ad spending on over-the-top (OTT) TV was expected to increase 40% to $2 billion in 2018, with addressable TV spend reaching $800 million, according to Magna. That means spending on addressable TV – with which buyers can use advanced data and return path to more precisely target viewers and households – would represent only […]

 
 

Programmatic TV Buying V. Supply And Demand: Prohaska, FOX, Dentsu Aegis, OATH

SAN JUAN, Puerto Rico—Fully IP-based television may be inevitable, but fully programmatic buying and selling of advertising inventory isn’t, according to buy- and sell-side executives who converged for a panel discussion at the recent Beet Retreat 2018. Moderated by consultant Matt Prohaska, the discussion touched on the eternal reality of supply versus demand in making […]

 
 

Boys And Girls Clubs President Ramos: Puerto Rico Had An Education ‘Storm’ Before Maria

SAN JUAN, Puerto Rico—As an after-school organization that provides supplemental education services to 15,000 mostly impoverished youths, Boys and Girls Clubs of Puerto Rico found itself in the crosshairs of Hurricane Maria. “Before the storm, we already had a storm in the education sector, so with the storm it gets more complicated,” said President Olga […]

 
 

Arrix Explains The DISH/Sling Distribution Map

SAN JUAN, Puerto Rico—To understand how to make addressable television advertising easier to execute, one needs to first agree on the definition of what exactly “addressable” is, according to DISH Media’s Kevin Arrix. His explanation led to a broader discussion of addressable and third-party measurement during a fireside chat with consultant Howard Shimmel during Beet […]

 
 

O’Connell Of Forrester Explores The Consumer-Marketer Divide

SAN JUAN, Puerto Rico—Analyst Joanna O’Connell spends much of her time at Forrester these days researching how consumers think about advertising. And while “it’s not an awesome story,” she sees marketers taking the steps to better understand things like identifying overlaps in their user base and considering needed organizational changes. “To think that somehow everyone […]

 
 

Essence’s Gerber, FreeWheel’s Clark View The Competitive TV Landscape

SAN JUAN, Puerto Rico—Some of the most frank discussions at the annual Beet Retreat often happen in one-on-one sessions. Such was the case this year in various fireside chats titled Setting the Aperture for a Consumer-Centric TV, including a frank discussion about advanced television between Adam Gerber and Dave Clark. The short summary of their […]

 
 

Experian Reducing TV Audience Segment Pain Points

SAN JUAN, Puerto Rico—Not that long ago, data for advanced targeting for cross-channel advertising was hard to come by. But now, “There’s a lot more data out in the ecosystem now than there ever was,” and advertisers need help putting it all together, says Experian’s Brad Danaher. Experian helps advertisers determine the data segments that […]

 
 

Data Plus Math Seeks To Provide Fast, Low-Cost TV Attribution

SAN JUAN, Puerto Rico—Attributing business outcomes to television advertising campaigns should not be just a “report card” after those campaigns are completed, according to Data Plus Math’s John Hoctor. This concept is what’s driven the company toward partnerships like its recent one with Millward Brown to provide full sales funnel attribution for TV and premium […]

 
 

O’Grady Of NCS: All Marketers Heading To ‘Purchase-Driven Planning’

SAN JUAN, Puerto Rico—Add to the lexicon of industry terminology the concept of “purchase-driven planning,” fueled by shopper loyalty data and cross-channel advertising campaign measurement. “We’re very lucky to have access to both the Catalina loyalty card data and the Nielsen media and panel data that we can use for attribution,” says Matt O’Grady, CEO […]

 
 

Videa’s Gianunzio Charts The ‘Superhighway’ For Local Media Sales

SAN JUAN, Puerto Rico—When disruptors like Google and Uber want to reach consumers one on one, “they buy an ad on broadcast television,” says local-TV sales veteran and VP of Sales at Videa Archie Gianunzio. Now what local broadcasters need to do is make it as easy for their advertiser customers to deal with them […]

 
 

Beachfront Aims To Make Premium Video ‘As Real-Time As Possible’

SAN JUAN, Puerto Rico—To independent video supply-side platform Beachfront Media, it’s all about technology and transparency. “We look at the SSP as something that needs to be sort of independent of both the media company and advertisers,” says president and founder Frank Sinton. Beachfront tries to get “as close as possible” to audience and content […]

 
 

The Tension Between Cost Efficiency, ‘Proper Business Rationale’: A+E’s Heftman

SAN JUAN, Puerto Rico—As traditional television networks weigh the benefits of completely upending their business models, they also find themselves as middlemen of sorts between advertisers and agencies. This is the view of Ethan Heftman, VP, Precision/Performance, A+E Networks, who notes “a bit of a bifurcation, a division between what brands want and what the […]

 
 

Consultant Matt Prohaska Sees A ‘Cross Pollination’ Of Agency Teams

SAN JUAN, Puerto Rico—Consultant Matt Prohaska senses less of a stigma surrounding programmatic television and more “cross pollination” of agency teams. But he sees things like frequency capping and reducing transactional friction costs as very much a work in progress. “Fortunately, thank god the stigma of programmatic TV and those two words being bridged together […]

 
 

With Long-Tail TV Video Rising, Publishers Face ‘Exhaustive’ Vetting: FreeWheel’s Smith

SAN JUAN, Puerto Rico—With more long-tail video migrating to television distribution, vetting that content is a demanding process, according to Neil Smith of FreeWheel Markets. A bit easier but also required is being able to map the personnel structure of major agency holding companies to figure out whom the company needs to work with. While […]

 
 

Quest For More Linear TV Scale Links 4C Insights With a4, MASS Exchange

SAN JUAN, Puerto Rico—With collaboration “really the key word,” 4C Insights continues to add to its ensemble of inventory aggregation partners for unified, cross-platform targeting and measurement given advertisers’ desire for more scale. “The theme for us continues to be to provide audience-driven solutions for marketers, where they can buy on an audience-basis inventory across […]

 
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