Vertical Integration Gives Rogers Media ‘Massive Data Lake’: SVP Dark

TORONTO – When you’re the biggest wireless company in Canada, plus one of the biggest Internet service providers and cable companies, you know a lot about Canadians as content consumers. “For the last four years, we’ve done an enormous amount of work creating a massive data lake, compiling all of that data in one massive […]

 
 

Corus Entertainment’s Marcus: Self-Serve TV Audience Buying In Beta, Addressable Faces Hurdles

TORONTO – Advertisers can target specific audiences on 24 of Corus Entertainment’s adult specialty stations via a self-serve advertising platform designed to ease buyer “pain points.” But while the technology would facilitate household addressability, Canadian regulations and other hurdles stand in the way, according to the company’s head of Advanced Advertising Sales, Barry Marcus. Powered […]

 
 

Rogers Media Must Compete In North American Market: SVP Watson

TORONTO – Even though it has different television regulations, Canada is officially part of North America along with the United States. So as direct-to-consumer television offerings proliferate, companies like Rogers Media are trying to piece together the ever-shifting puzzle that is program acquisition and commissioning. “So what we need to look at here in Canada […]

 
 

Furious Corp’s Swartz Sees Collaboration, Innovation In Canadian TV Market

TORONTO – As she takes in the proceedings at the Future of TV Advertising Forum, Ashley J. Swartz sees a spirit of collaboration toward making television easier to buy along with a “petri dish of opportunity” for marketers. This “interesting construct of a market” with huge geography and “not a lot of people” still has […]

 
 

From The UK To Canada: Cadent’s Growing TV Connections

TORONTO — As Cadent’s technology powers the targeted-television advertising platform that pools the inventory of Sky and Virgin Media in the UK and Ireland, the company is busy helping to scale dynamic ad insertion in Canada. Among its tasks for Sky and Virgin are creating a “compliant, walled garden” to abide by GDPR privacy strictures, […]

 
 

New Set-Top Boxes Mean Imminent Scale For Addressable TV In Canada: Finecast’s Astley

TORONTO—Although Canada is behind the United States in the adoption of addressable linear television advertising—owing largely to inadequate set-top boxes—that’s going to change quickly. “Disruption is here” in the form of Netflix and other OTT providers, says Rich Astley, Global Chief Product Officer of GroupM’s Finecast agency. Canada is a “fascinating market and for many […]

 
 

Furious Corp.’s Swartz: AT&T’s Relevance Will Elevate Talk ‘Beyond The How To The Why’

When Ashley J. Swartz hears the word relevance, the term renaissance comes to mind. Having doubled down on television “not only surviving but thriving,” she sees AT&T’s The Relevance Conference as the confluence of TV’s potential future in one place. “I think it’s incredibly exciting to see that some of the leaders in the marketplace […]

 
 

Beet Retreat In The City: TiVo’s Horstman Distills Roles Of Advanced TV Players

There’s so much enthusiasm expressed for the convergence of digital media and traditional television, it’s easy to wonder why targeting and measurement aren’t light years ahead. But given individual business demands, “everybody’s trying to get an edge,” says TiVo’s Walt Horstman. Meanwhile, because linear television hasn’t given up the Upfront negotiating mainstay, it’s still going […]

 
 

One Year In, For Oath The Future of Television Is Addressable

The melding and pruning of assets within AOL and Yahoo under Oath started a year ago this month. A key indicator of Oath’s priorities arose in March when it shut down ONE TV, the self-serve platform for programmatic linear television, to go all in on addressable TV. “The future of how TV is being delivered […]

 
 

New Furious Corp. President Schaffer On Reengineering The Television Industry

Cloud-based media inventory yield management specialist Furious Corp.’s new president, Neil Schaffer, has helped execute business process reengineering to industries as varied as paper and optical products. When he views the television industry, he sees more “reacting more than pro-acting” in the face of platform proliferation. With more than a decade in the media industry, […]

 
 

TV Upfront ‘Still A Good Long-Term Bet’ For Advertisers: OMD’s Geraci

Even as digital and traditional media compete for advertising dollars, some traditions remain resilient. A good example is the ongoing Upfront negotiating season, which began in the last quarter of 2017, during which media buyers make long-term spending commitments. “Time has proven that making the long-term bet is a good idea for both sides in […]

 
 

How Data Informs Creative, Changes Lives: TBWA\Chiat\Day’s Reyes

One of the more compelling presentations at last week’s Beet Retreat in the City was given by Nancy Reyes of TBWA\Chiat\Day New York. To show how data can not only inform creative but also actually constitute it, Reyes walked the audience through two campaigns from the Netherlands that sought to comfort lonely people and reduce […]

 
 

The Next Frontiers For true[X]: Voice Activation, Engagement Ads In Live Events

Video engagement advertising pioneer true[X] is looking to leverage the utility of voice-activated assistants and the power of live programming as it rolls out the next generation of attention-based video capabilities. “Engagement advertising is just the beginning,” says Pooja Midha, who recently joined true[X] as President. At last week’s Beet Retreat in the City, Midha—whose […]

 
 

Set-Top Box Data ‘Must Move At The Speed Of Digital’: TiVo’s Horstman

When TiVo and Rovi merged in the fall of 2016, one priority was to pool all of the set-top box viewing data from TiVo’s own hardware and combine it with data from cable and satellite operators. But the combined data were useful only to the extent that software could extract insights. “So when we first […]

 
 

As It Scales Addressable TV, Charter Tests a Self-Serve Ad Platform

Armed with more precise viewer insights, cable television providers are well positioned to help not only their advertisers but their network affiliates as well by raising the value of their inventory. “So the days of us confronting each other I think from an advertising standpoint are over and I think we really are going to […]

 
 

Laura Desmond: Consumers Are Building Brands Now

Former Starcom CEO Laura Desmond perceives a “full-scale crisis of confidence in marketing” not due to a lack of advertising accountability but to the complicated nature of brand building. “We see it play out with the holding companies and how they’re doing and how they’re under pressure, and that impacts every other part of the […]

 
 

Greater Focus On Outcomes Will Yield More Credit For TV Industry: NBCU’s Rosen

The TV industry is looking at outcomes and attributions “in a unique way right now” to fend off digital and social competitors that have claimed advertising results for which they’re not always responsible, says NBCUniversal’s Mike Rosen. “There’s that old movie expression don’t bring a knife to a gunfight,” Rosen adds. Yet so far, that’s […]

 
 

Beet Retreat Miami Panel Probes Advanced-TV Roadblocks: Furious Corp., 4C Insights, Oracle Data Cloud And Finecast

MIAMI – If you could change just one thing tomorrow that could speed up the advanced-television business, what would that be? Maybe nothing that would have an immediate impact on the way things were done—inertia being what it is—but it’s good to ponder the question anyway. This was the approach taken by Ashley J. Swartz, […]

 
 

Lack Of Yield Optimization By TV Sellers Carries A Big Cost: Furious Corp.’s Ashley J. Swartz

MIAMI – A lack of television advertising inventory yield optimization by media companies can lead to “extreme volatility in pricing” to the tune of nearly 10% of topline revenue. “That is ultimately what is driving the opportunity cost of not maximizing yield,” says Furious Corp. CEO Ashley J. Swartz. Furious Corp. began operations in 2014, […]

 
 

MEC’s Fremont, Furious Corp’s Swartz Assess ‘Confusing’ Video Marketplace

VIEQUES, PR – Six years ago, the NewFronts were birthed to serve a burgeoning video marketplace. Sellers hoped to cash in on consumer viewing behavioral shifts while charging advertisers broadcast television-like CPM’s. “Guess what happened? Nobody was buying,” recalled Carl Fremont, Global Chief Digital Officer at media agency MEC. That’s because there was no measurement […]

 
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