Video Needs More Consumer-Relevant Ad Formats: Nissan’s Witherspoon

CANNES — Why broadly advertise convertibles to everyone in Russia when you can now target potential buyers by vehicle segment? “The thing that’s really exciting me right now is actually being able to create more relevant one-to-one communications with consumers,” says Allyson Witherspoon, Nissan Motor Corp.’s GM, Global Brand Engagement. “We have so much available […]

 
 

In A Cross-Platform World, You Need A Host Of Partners: NBCU’s Colella

CANNES – In the modern-day television business, you can’t have too many partners to meet the growing demands of both viewers and advertisers. This is particularly true in the attribution space. “We understand that brands are going to demand their own special measurement. It’s not our place to determine exactly who they should use,” says […]

 
 

FreeWheel Extends OTT Measurement with Nielsen

FreeWheel announced that it will expand its measurement capabilities to over-the-top and set-top box video on-demand inventory, after a partnership with Nielsen. In this video interview with Beet.TV, FreeWheel general manager David Clark says the deal will help ad buyers get better incremental reach, including to light TV viewers. The partnership will expand measurement to over-the-top […]

 
 

New FreeWheel Research Quantifies The Complexity Of Video Ad Experiences

David Dworin, VP Advisory Services, FreeWheel highlights findings from a very deep data dive by FreeWheel into the complex subject of creating the optimal video advertising experience for viewers: “We’re realizing that ad experience is more complicated than just cutting the number of ads.” But while there’s plenty of complication, “There’s actually a lot of other […]

 
 

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 […]

 
 

Fox’s Joe Marchese Explains The ‘Two-Step Process’ Of TV Advertising ROI

As someone who is responsible for television advertising sales, Joe Marchese is bullish on the medium. But as a viewer, he wants a lot more in return for his investment of time. “I love what advertising affords and supports content and storytelling,” but the current “incarnation of the market” has just been between publishers and […]

 
 

Technology ‘Moving The Conversation’ From Addressable To OTT: Magna’s Cohen

As the U.S. addressable linear television footprint continues to grow, OTT is “here and now and scaled, and we are definitely seeing dollars flow in that direction,” says Magna Global’s David Cohen. “Whether it’s Roku or whether it’s Amazon, it’s a very, very big growth engine for us.” Amid the TV Upfront negotiating season, consumers […]

 
 

Magna’s Cohen On A Changing Cannes Festival, Creative Versioning

When David Cohen first attended the Cannes Lions International Festival of Creativity about a dozen years ago, it was as a “digital media guy and I was so honored to go to an environment where was all these creatives and the best creativity in the business.” Fast forward to the present and Cohen, like other […]

 
 

As President Of Creative Spirit, OMD’s Rossi Will Spotlight Neuro Diversity At Cannes

What started at Advertising Week last year—a movement called Creative Spirit that helps people with intellectual or developmental disabilities enter the advertising and marketing workforce—moves to the main stage at this year’s Cannes International Festival of Creativity. As Creative Spirit’s Co-Founder and President, OMD CMO Laurel Rossi sees the move to Cannes as a sign […]

 
 

FreeWheel Markets: A Focus On Audience, Measurement And Buy-Side Engagement

FreeWheel is “very happy to be heavily investing in Cannes again this year” as it looks to broaden its footprint on the buy side and find more strategic partners to tackle industry issues like attribution and measurement in television. As is the case in the ongoing TV Upfront season, there will be lots of discussion […]

 
 

Omnicom’s Warren Helps Place Diversity In The Cannes Palais Spotlight

At last year’s Cannes Lions Festival of Creativity, Omnicom Group’s Tiffany R. Warren participated in a “beachside conversation” about the importance of diversity in hiring. Reflecting on that panel discussion, “I thought this is a topic that needs to be in the Palais,” the main building at the international event, Warren recalls. This year at […]

 
 

New true[X] President Midha Looking To Leverage The ‘Connected Living Room’

Having crafted more than 10,000 of its interactive, consumer-engagement ads, true[X] is going all in on the “connected living room” to offer advertisers the best options to leverage things like co-viewing, 4K screens and surround sound. “We’re standing up an entire CT innovation lab around that concept,” says Pooja Midha, who recently became President of […]

 
 

[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 […]

 
 

TV As A Platform: A Common Goal Worldwide, FreeWheel’s James Rooke

The television industry is increasingly operating more as a platform than as individual providers, but there’s still work to be done to reinforce TV’s incredible power in an often changing and competitive media ecosystem. What’s not lacking is a global, common vision on the future of TV. “What’s very clear to me is there is an […]

 
 

OMD’s Rozen: You Have To Build Stories, Not Just Tell Them

While the role of media agencies in telling advertiser’ stories continues to evolve, storytelling alone is not enough to move the needle. OMD uses both homemade and acquired technology and platform partners “to actually build stories, not just tell stories,” says Chief Digital & Innovation Officer Doug Rozen. “The creative agencies are fantastic at telling […]

 
 

Beyond ’30’: Best Practice On Shorter Ads, From FreeWheel’s Rothwell

With broadcasters like Turner experimenting with shorter ad loads in order to improve premium video ad experiences, what is the commercial break anymore – and what is the optimum length of an ad? Suddenly, all bets are off – and answers to those questions are becoming necessary. That’s why the FreeWheel Council for Premium Video, […]

 
 

Speed Bumps On The Road To Advanced TV: A Beet Retreat Panel With Essence, FreeWheel, one2one Media And Medialink

MIAMI – Structural barriers. Organizational barriers. Silos. All of these play their part in retarding the progress of advanced television for all parties involved. While pursuing these topics can lead to circular conversations—everyone agrees on the need for change but no one thinks it won’t happen soon, if at all—such discussions actually help to clarify […]

 
 

Advancing The TV And Video Ecosystem: A Beet Retreat Miami Panel With Furious Corp., Alphonso, Eyeview, FreeWheel And dataxu

MIAMI – As the advertising industry seeks to unify premium video and traditional television, there is a need for speed and there are speed bumps. Given these dynamics, it’s fair to ask whether consolidation on the adtech side will drive the most change or will it be the increasing demands of advertisers for greater outcomes […]

 
 

FreeWheel’s Neil Smith On The Publisher Benefits Of Unified Ad Decisioning

MIAMI – Viewing of premium video continues to shift from desktop to the big television screen. Underlying the transition are big increases not only in video views and full-episode player content consumption, but also a surge in watching live sports in over-the-top environments. Citing the FreeWheel Video Monetization Report for the second quarter of 2017, […]

 
 

Digital Decisioning Will Help Unify Digital And TV Currency: Herve Brunet of FreeWheel

MIAMI – Viewers are way ahead of the television and video ecosystem, which remains siloed in some quarters. But there’s an inevitable shift happening that will culminate in both a unified currency and inventory pool. With over-the-top and set-top box viewing at about 50%, the big TV screen still accounts for four out of five […]

 
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