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 […]

 

What Marketers Care About Most: Our NewFronts Compilation

In the weeks leading up to this year’s Digital Content NewFronts, we interviewed a number of industry leaders about what matters most: They cited quality storytelling, data and insights, authentic integration, accountability and brand safety. This video is a highlight compilation our several of our conversations. The first three are a related trio of concerns. Quality […]

 

Netflix Raises Raises the Bar for Advertising Supported TV, Dentsu Aegis’ Seiler

Reflecting on  the annual Upfronts and NewFronts, Dentsu Aegis Network’s Matt Seiler loves  the plethora of television content choices. “That we’re still talking about Upfronts and NewFronts and so on cracks me up, but whatever. Be that as it may, they continue,” says the President of Brand Solutions for the global network. “I think what’s […]

 

Time Inc.’s Judith Hammerman On Transparent Metrics And Walled Gardens

To Time Inc., “transparency” is just another word for “validation.” And it’s nothing new to the publisher giant, which maintains a vast garden but eschews walls when it comes to sharing data with its partners. “I think when folks are talking about transparency what they’re really talking about is validation. They really want to know […]

 

What Agency Tech Chiefs Have Learned From Climbing The Ranks

CANNES — In the last couple of years, data-driven and programmatic advertising techniques have grown in importance to ad agencies, so many of the agencies have put the processes at the heart of their organizations. For many, that has meant a promotion for the executives who once ran outlier data divisions within an agency but […]

 

IPG, GroupM & Dentsu Agency Leads Explore Data Taxonomy And The Mobile Revolution

CANNES — Mobile is one of the biggest forces shaping digital marketing, marketers are challenged to agree common data standards, and advertising can enjoy a healthy future where commerce is taking place. Those were some of the conclusions of a panel of ad agency technology executives, who debated the topics in a session recorded by […]

 

Netflix’s Ad Model Could Be Content, GroupM’s Lesser

CANNES — Will Netflix introduce advertising? That is a question on many minds in Silicon Valley, Wall Street and Madison Avenue alike. Often, the question is framed as an “either-or” in which Netflix would have to choose between continuing its current premium SVOD model or ripping it up in favour of ad funding. Previously, Ampere […]

 
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