Where Addressable TV Fits In: Dentsu’s Stockton

The emergence of connected and over-the-top TV solutions for advertisers presents the promise of one-to-one advertising, going beyond the old demographic targeting approach. But few ad agencies out there believe that a grand lurch from one medium to another would be sensible. In this video interview with Beet.TV, Dentsu Aegis Network’s VP of video innovation […]

 

COVID-19 Has Changed Business Forever: Dentsu’s Naryani

SINGAPORE – Vaccines may be rolling out but, even when something like normality arrives, few are expecting the world to function in quite the same way it did before COVID-19. Case in point – the pandemic has tilted business even farther toward online channels. In this video interview with Beet.TV, Sunil Naryani, Vice President, Commercials […]

 

Sales, Sophistication & Simplicity: Amplifi’s Law On 2021 Advertising

If COVID-19 ravaged the world for many, it also seems to have laid the groundwork for change that was previously merely bubbling up. Case in point – newly-cautious brands, looking to prove the effectiveness of spending, appear keener to buy advertising that is based on real outcomes, something connected technology has been promising for the last […]

 

BeetCast Episode 6: “OTT and Addressable Is Now Commanding 50% of Video Ad Investment,” Dentsu’s Doug Ray

It is becoming common for investment in OTT and addressable TV to be 50 percent of total video spend for many major brands, says Doug Ray, CEO of Dentsu Media, in this episode of the BeetCast podcast. The episode is guest hosted by Joanna O’Connell, VP & Principal Analyst at Forrester Research. The dramatic transformation […]

 

A Tipping Point in TV Ad Buying: Linear First is “Backwards,” 360i’s Warburton

Powered by the wholesale consumer migration to OTT devices, the stratagem for TV investment is at a turning point: Buying linear first is “backwards,” says Catherine Warburton, EVP and Chief Investment Officer at 360i, a Dentsu Aegis Network unit. Digital and streaming video is no long just about reach she notes, in this interview with […]

 

Dentsu’s Maggie Zhang: ACR Creates a ‘More Relevant Experience’

LAS VEGAS– As ACR data becomes more available, how will it lead us to better understand measurement across platforms? In an interview with Beet.TV at CES, Maggie Zhang, executive vice president of video research and insights for Dentsu Aegis Network explored the ways in which OTT and linear are evolving due to these new capabilities. […]

 

PepsiCo Uses Propensity Model around Purchase Data for Upfront TV Buying

The future of TV looks a little different than it did five years ago. And, at this pace of change, it even looks different than it did five months ago. Today, subscription video has boomed, but the following wave of advertiser-supported VOD services is also emerging in its wake. Preparing for an internet TV world […]

 

The ROI Of Advanced TV: “You Can Prove it Now,” Samsung’s Michael Scott

What is advanced television for, really? During Advertising Week New York, a panel heard how, through its Samsung Ads unit, Samsung is providing data on what its Smart TV owners are viewing to enrich advertising opportunities. Panelists debated how, thanks to technology that can observe eventual viewer outcomes like sales or clicks, and link them […]

 

Advance TV is Sweet for Hershey’s as Linear TV Spend will Drop Below 50% for the First Time Next Year

Advanced TV advertising techniques promise brands the ability to precision-target consumers by the household and to more smartly cap the number of times they do so. But how quickly are brands embracing the opportunity? In this Samsung Ads panel at Advertising Week, two major brands were asked how fast they are welcoming in addressable TV. […]

 

Social Impact Is the Foundation On Which Brands Are Built: Dentsu’s Johnson

Purpose-driven marketing is often treated as an empty buzzword. Dentsu wants to change that. Dentsu Aegis Network, which owns global creative and performance agencies like iProspect, Merkle and Firstborn, has built social impact principles into its business that goes across all of its companies. According to Angela Johnson, Dentsu Aegis Network’s US Client Development Officer, […]

 

For Dentsu Aegis Group’s Zhang, It’s All About More Attribution, Fewer Pixels

PHOENIX — If Maggie Zhang could choose a tagline for this year it would be “prove incremental value.” Because while it’s a given that digital and television advertising works, “altogether we need to understand how each channel, each different tactic actually works and contributes to the final outcome in order to advise or inform advertisers […]

 

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 […]

 

Addressable TV’s Growing Pains: Cadent, Dentsu, LiveRamp, Essence, Omnicom Discuss

SAN JUAN — It is the technology that can laser-target an ad at individual TV viewers or households, and then control how many more ads get seen across TV and other media. But what is the state of “addressable” television? A Beet Retreat panel convened by Beet.TV in Puerto Rico discussed that topic. Slow addressable […]

 

Agencies Need To Skill-Up ‘Lightning Rod’ Staff: Dentsu Aegis’ Law

SAN JUAN — By now, we are familiar with the idea that software engineers in Silicon Valley can pretty much name their own salary. But it’s not just in technology that certain key staff are in-demand. In this video interview with Beet.TV, an ad agency boss says that all sides of the marketing industry are […]

 

Amplifi’s Mike Law: Added Scale Makes Addressable TV ‘Much More Viable’

SANTA BARBARA, CA – Planning and executing addressable television campaigns still means pulling together a variety of resources, but if Xandr can help to simplify that it will further facilitate bringing TV into the lower part of the sales funnel, according to Mike Law. “We’ve really been optimistic about the space,” says Law, who is […]

 

Dentsu’s Doug Ray and GroupM’s Lyle Schwartz Explore the Emerging TV Ad Landscape with Rob Norman at the Beet Retreat

Put Rob Norman, Doug Ray and Lyle Schwartz on the same stage and you’re going to get some entertaining and sobering dialogue about the future of television in all of its varied permutations. So it was at the recent Beet Retreat in the City as the veteran trio talked about the promise of addressable TV […]

 

Dentsu Aegis Group’s Seiler Ponders Real-Time Creative, Evolving Technologies

CANNES – There was no shortage of talk about data at the recent Cannes Lions International Festival of Creativity. But beyond the purpose of targeting people who are actually relevant to particular brands, “when you get to the right people, what happens?” asks Dentsu Aegis Network’s Matt Seiler. In this interview with Beet.TV at the […]

 

Combined Video Measurement A ‘Game-Changer’ For Dentsu Aegis

Business at the Dentsu Aegis Network has been revolutionized by an earlier shift in the way it spends money on video and TV. In 2018, many buyers are struggling to bridge the chasm across multiple media channels like these, which they nevertheless need to deliver through. In this video interview with Beet.TV, Dentsu Aegis Network’s product […]

 

Cannes Needs To Revisit Its Creative Core: Dentsu’s Ray

Like many people attending Cannes this year, Doug Ray is looking for a return to the “core” of what the International Festival of Creativity was meant to celebrate: creativity. “Cannes has changed so much since the first year I went, which was 2006. It has become the new CES in some respects. It’s become an […]

 

Dentsu’s Ray On The Future Of TV Buying, Brands ‘Owning’ Customer ID’s

As more Dentsu Aegis Network clients dedicate budgets to addressable or audience-targeted television, Doug Ray envisions a future in which only advertising avails on live TV will be negotiated the old fashioned way. “All other TV, particularly all the long tail of cable, will be bought through programmatic or audience targeted terms,” says Dentsu’s President […]

 
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