From Facebook To Television With DTC Retailer Touch Of Modern

Having started with Facebook as its primary advertising platform, online retailer Touch of Modern tried television a couple of years ago. “And it quickly became actually the majority of our marketing spend,” says Co-Founder & CEO Jerry Hum. Touch of Modern, whose app and website cater to millennial males, started business in 2012 as the […]

 

Touch Of Modern’s Hum On The Importance Of TV Attribution

Touch of Modern Co-Founder & CEO Jerry Hum’s advice for direct-to-consumer brands is quite simple. He recommends having a diversified marketing portfolio and, if a company’s just spending on digital media, “definitely look at TV.” Performance has always been a priority for the retailer geared to millennial men “because we grew up in the digital […]

 

Pixability’s George: From Walled Gardens To Connected TV

If anyone understands what it’s like to work inside one of the walled gardens, it’s David George, who left Facebook as Head of Mobile Publisher Solutions just over a year ago. Now as the CEO of Pixability, he’s helping to expand the company’s data and machine learning platform from social media giants like Facebook and […]

 

‘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 […]

 

NBCU’s Effik: Data-Driven Targeting Is ‘Married’ To An Enduring Upfront

LAS VEGAS—Even with all the advances being made in targeting television audiences and automating parts of the selling process, the annual ritual known as the Upfront isn’t going away anytime soon. “I think the Upfront’s still going to be very important for at least a few more years if not even beyond, for a very […]

 

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 […]

 

AT&T’s Xandr Presents ‘Credible’ Competition For Digital Giants: IAB’s Rothenberg

SANTA BARBARA, CA – When IAB CEO Randall Rothenberg contemplates the rebirth of AT&T’s advertising and media operations in the form of Xandr, he sees a looming competitor to the most powerful digital giants. “There’s no question that lots of folks in the marketing and media world would like more alternatives to Google and Facebook, […]

 

AppsFlyer’s Jeger On ‘Pain Points’ Of App Marketing: User Engagement, Retention

COLOGNE – When you have more than 4,000 partners in the app marketing space, you have a pretty good understanding of one of the biggest pain points. “What we see in our data is that users are using apps more frequently but for a shorter period of time,” says Ben Jeger, Managing Director, DACH & […]

 

FreeWheel’s Clark Sees Growing TV Unity, A Ready Buy-Side

COLOGNE – There are cultural and regulatory differences, but the television industry in Europe and the United States realizes it needs more unity to meet advertisers’ expectations. And the buy-side is ready to go, even though more tools are needed to fully realize advanced TV, according to FreeWheel’s Dave Clark. From his position as GM, […]

 

Accountability Is Knowing Who Consumers Really Are: IRI’s Mehta

CANNES – IRI has almost 400 million reasons why television should no longer be planned and bought based on traditional age/gender metrics and related proxies. That’s the number of consumer loyalty cards the company can access to discern what virtually every U.S. household purchases offline. But until recently, data from those cards has taken a […]

 

TV Ad Load Reduction Could Cause ‘Short-Term Up And Down Pain’: MediaLink’s Spiegel

CANNES – At gatherings like the Cannes Lions International Festival of Creativity, audience segmentation strategies have been been front and center for the past few years. “I think now that a lot of learning discussions have come out we’ve come back to if you do that type of targeting, what are you going to say […]

 

WPP’s Read On The Need For Change, Consumer Privacy And The Media Supply Chain

CANNES – WPP’s Mark Read says the advertising industry is in a time of “structural change, not structural decline,” but survival depends on people within the industry making the effort embrace that change. Interviewed by Beet.TV at the Cannes Lions Festival of Creativity, Read points to the event itself as evidence of change, noting its […]

 

Ken Auletta’s ‘Frenemies’ Book Chronicles Anxiety And Disruption In The Ad World

When The New Yorker writer Ken Auletta decided to take a hard look at companies that are dependent upon advertising, he came away seeing “frenemies” everywhere—all of them facing “existential assault.” The resulting book, being released today after three years of research, is titled Frenemies: The Epic Disruption of the Ad Business (and Everything Else). […]

 

[m]PLATFORM’s Hanlon Contemplates The Utility Of Data, Personalized Creative

People who are closest to the day-to-day nexus of data and technology are usually the first to discern meaningful turning points. For Evan Hanlon, that insight emerges as he considers years of industry talk, hopes and dreams. “I feel like we’re turning the corner beyond the sort of aspirational and the dream and all the […]

 

Initiative’s Gilbert: As Live Content Grows, Digital Mirrors Linear TV

Premium content, a multitude of new partnerships and how brands can create authentic resonance with consumers are the “common threads and themes” that Initiative’s Adam Gilbert takes away from the Digital Content NewFronts 2018. He also traces the arc of a digital content ecosystem that is in a sort of “retrograde” phase as live content […]

 

NewFronts Update: ESPN’s Social Strategy & App Refresh

At a Digital Content NewFronts where there was a plethora of new content distribution partnerships, ESPN was the rare standout. “One of the big things that we did announce was the fact that we had a big announcement, that we have no new distribution deals,” says Travis Howe, SVP, Platform Ad Sales Strategy, Solutions & […]

 

At Meredith Corporation, Data Is Powerless Without The ‘So What?’

At the new Meredith Corporation, the term “so what?” isn’t a reference to the song popularized by the singer Pink. It’s the desired nexus between the “persistent and dynamic data” that America’s largest magazine publisher collects on its consumers. “It’s great to have data, but you need to turn it into the so what?” says […]

 

Meredith’s Digital Assets Are Viewed ‘With Intent’: Chief Digital Officer Minoff

What’s the difference between someone perusing social media content and navigating one of Meredith Corporation’s digital assets? “When people come to us, they come with purpose and intent,” says Matt Minoff, the publishing giant’s Chief Digital Officer. “When I’m on Facebook, I’m in browse mode. I’m scrolling through a feed and I’m looking for things […]

 

Evolution Of Addressable Mirrors That Of Advanced TV: Cadent/one2one’s Troiano

Heading into this year’s television Upfronts, advanced TV targeting will become a bigger part of conversations between buyers and sellers, as it will a year from now. “A corollary to that is so will addressable,” says Nick Troiano. “We have knowledge and capabilities to essentially put dollars to work over three-, six-, twelve-month campaigns like […]

 
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