Purchase Of Adaptly Will Help Scale Accenture Interactive’s Activation Offerings

LAS VEGAS—Having just acquired digital platform marketing specialist Adaptly, Accenture Interactive Operations has added a key asset as it builds out its global “experience activation centers” for clients. “It was completely in our wheelhouse, in our sweet spot, and it’s going to allow us to scale our multi touchpoint activation credentials very, very quickly,” says […]

 

M1’s Spengler: Data Making Media ‘More Precise And More Powerful’

LAS VEGAS—If there’s one thing that unites media owners, ad-tech providers and advertisers it’s the value of understanding audiences. “They’re trying to find the customer too so we can join that up,” says Tim Spengler, the President of Dentsu Aegis Network’s M1 US. “So they’re very much aligned because they know that’s what we’re looking […]

 

Charting The Rise Of Direct-To-Consumer Brands with LUMA’s Kawaja

LAS VEGAS—Having categorized more than 400 marketers in the direct-to-consumer space, LUMA Partners knows what has helped to make many of them successful. Trying to imitate them within the confines of traditional marketing isn’t easy, so some legacy companies are acquiring them for both their market share and contemporary culture, according to Founder & CEO […]

 

Tubi Counting On ‘Subscription Fatigue’ To Ward Off New Streamers

LAS VEGAS—Now that the Tubi streaming movie and television service is “across everywhere,” it’s hoping that subscription fatigue helps it continue to be an advertising-supported complement to Netflix in the face of mounting streaming competition. “Before us there was YouTube and Netflix and that was it,” says Chief Revenue Officer Mark Rotblat. “We are across […]

 

As Streaming Choices Expand, Viewers Want Better Search And Recommendation: Turner’s Beck

LAS VEGAS—As major media companies prepare to offer consumers more direct-streaming video choices, they should be thinking about improving content search and viewing recommendations, according to Turner’s David Beck. Success will hinge on “Who makes it easy, frictionless for people to get to the content they want to, consume it, share it and engage with […]

 

From Ad Loads To AI, NBCU’s Marshall Charts A Better Sales Ecosystem

LAS VEGAS—Two years ago, NBCUniversal began to gauge viewers’ emotional states to create better audience segmentations. Now it’s using artificial intelligence that places the most appropriate ads within the most appropriate scenes within its shows. Its goal is to “evolve the consumer experience of watching live, primetime television into a better experience because we know […]

 

Hulu Beta Testing New Attribution Offering And ‘Pause Ads’

LAS VEGAS—With a “nice running start” of 11 years in the streaming video wars, Hulu is beta testing an attribution offering to correlate advertising exposures to advertisers’ business outcomes. Hulu announced the offering at CES 2019 as it revealed a subscriber base of 25 million, representing “pretty dramatic growth” of eight million year-over-year, SVP of […]

 

Television Will Fuel Luggage Provider Away’s Journey Up The Funnel

LAS VEGAS–With an online following and six stores in major U.S. cities and its own magazine, luggage marketer Away’s products have “a utility for a really wide swath of people.” But being a digitally native, direct-to-consumer brand, it hasn’t reached enough of those people so it’s looking farther up the purchase funnel by way of […]

 

Mindshare’s Gerhart: TV Customization, Utilization More Important Than ‘Hardware’

LAS VEGAS—Hardware is still a big topic of conversation at CES, but Mindshare’s Adam Gerhart would rather talk about “the customization and utilization of televisions and devices” and the resulting addressability for advertisers. In this interview with Beet.TV, U.S. CEO Gerhart discusses the “perfect balance” between TV’s scale and addressability along with the challenge that […]

 

Holistic, Cross-Platform View Presages Measured Business Outcomes: Nielsen’s Clarken

LAS VEGAS–At this stage of cross-platform advertising, Nielsen has positioned itself to comparable advertising measurement components. It’s up to the industry to solve “for those sets of rules that pulls the measurement together,” says Nielsen Global Media President Megan Clarken. The end goal is “how you can get a holistic view from television viewing across […]

 

Xandr Media Activates Turner Integration While Rolling Out Its SSP Welcome Mat

LAS VEGAS—As Xandr Media begins to cross-pollinate data and technology with Turner and other AT&T family entities, it wants the outside world to know that from a supply-side platform standpoint, its doors are open. “The welcome mat is out. It’s got neon lights around it,” says Xandr Media President Rick Welday. Roughly four months after […]

 

‘Golden Age’ Of Television Requires Better Advertising: David Sable

LAS VEGAS—The continued rise of streaming services providing premium video without advertising avails is a big concern but it’s going to change within a couple of years. That’s because both Amazon and Netflix are headed toward ad-supported content, VMLY&R chairman David Sable predicts. The bottom line, Sable explains in this interview with Beet.TV at CES […]

 

Gillette Launches ‘We Believe’ Campaign To Curb Toxic Masculinity

Procter & Gamble’s Gillette brand today breaks a new campaign titled “We Believe” aimed at curbing “toxic masculinity.” Coming 30 years after Gillette introduced its “The Best a Man Can Get” campaign, it encourages men to help stop harassment, bullying, stereotyping, diminishing and objectification. “We Believe defies the convention that ‘boys will be boys,’ which […]

 

As TV Advertising Evolves, New Brands Expect Business Performance: NBCU’s Yaccarino

LAS VEGAS—As television sets continue to grow in size along with the trend toward big-screen viewing, “it’s an exciting universe” that’s attracting a new crop of marketers as TV advertising gets smarter, according to Linda Yaccarino. “We feel great. It’s really a time of technology sophistication where it’s intersecting with creativity,” says the Chairman of […]

 

CES ‘Exhibitor’ Procter & Gamble Showcases Product, Retailing Tech Innovations

LAS VEGAS—Having long attended CES in the partner mode, Procter & Gamble chose this year to be an exhibitor at what Chief Brand Officer Marc Pritchard dubs the “consumer experience show.” It’s where the company is showcasing some of the technologically advanced products that have emerged from the approximately 130 internal “seed-stage startups” that the […]

 

Comscore Has Local TV Measurement Deals With Nexstar, Scripps And Gray

LAS VEGAS—With new and expanded measurement deals with Nexstar and other local television broadcasters in hand, “We feel like the levee is breaking in local,” says Comscore CEO Bryan Wiener. This week, Comscore announced an expansion of its deal with Nexstar, the second-largest TV broadcaster, provide measurement and ad sales currency for all Nexstar markets, […]

 

Comscore’s Hofstetter: Legacy Brands Need Direct-To-Consumers’ ‘Fresh Look’ At Marketing

LAS VEGAS—Enterprise marketers that have watched direct-to-consumer brands infringe on their market share need to push the reset button, according to Comscore’s Sarah Hofstetter. “And I don’t mean start moving all your advertising to direct marketing on Facebook although that’s not necessarily a bad thing,” Hofstetter says in this interview with Beet.TV at CES 2019. […]

 

Biggest Agencies Will Join Direct-To-Consumer Brands In Advanced TV: dataxu’s Baker

The core problem of executing advanced or converged television targeting is deciphering consumer device identity, and that’s exactly why direct-to-consumer brands are flocking to it. And, dataxu’s Mike Baker predicts in the walkup to CES 2019, more of the biggest agencies will join in this year, as have many small and mid-size agencies. “What’s different […]

 

Disney’s Ferro Discusses Unified Ad Sales, Shift To Google Ad Manager

From ESPN to Disney to Marvel, The Walt Disney Company is “a house of brands, not a branded house,” says sales chief Rita Ferro. “And we think about each one of those brands and the power that each one of them mean to the customer.” The house of brands is now more unified than ever […]

 

Comscore’s Hofstetter Calls for Industry”Re-Education” Around Premium Video Investment

While the opportunities around premium video are “extraordinary,” educating the buy-side about cross-platform execution has long been a common industry theme. For Comscore, which has seen many changes over the past year, it’s more of a re-education process, according to President Sarah Hofstetter. In this interview with Beet.TV roughly a month into her new role […]

 
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