Boys And Girls Clubs President Ramos: Puerto Rico Had An Education ‘Storm’ Before Maria

SAN JUAN, Puerto Rico—As an after-school organization that provides supplemental education services to 15,000 mostly impoverished youths, Boys and Girls Clubs of Puerto Rico found itself in the crosshairs of Hurricane Maria. “Before the storm, we already had a storm in the education sector, so with the storm it gets more complicated,” said President Olga […]

 
 

Arrix Explains The DISH/Sling Distribution Map

SAN JUAN, Puerto Rico—To understand how to make addressable television advertising easier to execute, one needs to first agree on the definition of what exactly “addressable” is, according to DISH Media’s Kevin Arrix. His explanation led to a broader discussion of addressable and third-party measurement during a fireside chat with consultant Howard Shimmel during Beet […]

 
 

Essence’s Gerber, FreeWheel’s Clark View The Competitive TV Landscape

SAN JUAN, Puerto Rico—Some of the most frank discussions at the annual Beet Retreat often happen in one-on-one sessions. Such was the case this year in various fireside chats titled Setting the Aperture for a Consumer-Centric TV, including a frank discussion about advanced television between Adam Gerber and Dave Clark. The short summary of their […]

 
 

Experian Reducing TV Audience Segment Pain Points

SAN JUAN, Puerto Rico—Not that long ago, data for advanced targeting for cross-channel advertising was hard to come by. But now, “There’s a lot more data out in the ecosystem now than there ever was,” and advertisers need help putting it all together, says Experian’s Brad Danaher. Experian helps advertisers determine the data segments that […]

 
 

Tying Mobile Signals To Households With NinthDecimal’s Kilmer

SAN JUAN, Puerto Rico—If where people go is the best indicator of who they are, location is everything. Being able to tie signals from mobile devices to television commercials and other media unearths behavioral insights and can help to inform effectiveness of ad formats, according to NinthDecimal’s Brian Kilmer. NinthDecimal specializes in “physical world data” […]

 
 

Data Plus Math Seeks To Provide Fast, Low-Cost TV Attribution

SAN JUAN, Puerto Rico—Attributing business outcomes to television advertising campaigns should not be just a “report card” after those campaigns are completed, according to Data Plus Math’s John Hoctor. This concept is what’s driven the company toward partnerships like its recent one with Millward Brown to provide full sales funnel attribution for TV and premium […]

 
 

O’Grady Of NCS: All Marketers Heading To ‘Purchase-Driven Planning’

SAN JUAN, Puerto Rico—Add to the lexicon of industry terminology the concept of “purchase-driven planning,” fueled by shopper loyalty data and cross-channel advertising campaign measurement. “We’re very lucky to have access to both the Catalina loyalty card data and the Nielsen media and panel data that we can use for attribution,” says Matt O’Grady, CEO […]

 
 

Videa’s Gianunzio Charts The ‘Superhighway’ For Local Media Sales

SAN JUAN, Puerto Rico—When disruptors like Google and Uber want to reach consumers one on one, “they buy an ad on broadcast television,” says local-TV sales veteran and VP of Sales at Videa Archie Gianunzio. Now what local broadcasters need to do is make it as easy for their advertiser customers to deal with them […]

 
 

Beachfront Aims To Make Premium Video ‘As Real-Time As Possible’

SAN JUAN, Puerto Rico—To independent video supply-side platform Beachfront Media, it’s all about technology and transparency. “We look at the SSP as something that needs to be sort of independent of both the media company and advertisers,” says president and founder Frank Sinton. Beachfront tries to get “as close as possible” to audience and content […]

 
 

The Tension Between Cost Efficiency, ‘Proper Business Rationale’: A+E’s Heftman

SAN JUAN, Puerto Rico—As traditional television networks weigh the benefits of completely upending their business models, they also find themselves as middlemen of sorts between advertisers and agencies. This is the view of Ethan Heftman, VP, Precision/Performance, A+E Networks, who notes “a bit of a bifurcation, a division between what brands want and what the […]

 
 

Consultant Matt Prohaska Sees A ‘Cross Pollination’ Of Agency Teams

SAN JUAN, Puerto Rico—Consultant Matt Prohaska senses less of a stigma surrounding programmatic television and more “cross pollination” of agency teams. But he sees things like frequency capping and reducing transactional friction costs as very much a work in progress. “Fortunately, thank god the stigma of programmatic TV and those two words being bridged together […]

 
 

With Long-Tail TV Video Rising, Publishers Face ‘Exhaustive’ Vetting: FreeWheel’s Smith

SAN JUAN, Puerto Rico—With more long-tail video migrating to television distribution, vetting that content is a demanding process, according to Neil Smith of FreeWheel Markets. A bit easier but also required is being able to map the personnel structure of major agency holding companies to figure out whom the company needs to work with. While […]

 
 

Quest For More Linear TV Scale Links 4C Insights With a4, MASS Exchange

SAN JUAN, Puerto Rico—With collaboration “really the key word,” 4C Insights continues to add to its ensemble of inventory aggregation partners for unified, cross-platform targeting and measurement given advertisers’ desire for more scale. “The theme for us continues to be to provide audience-driven solutions for marketers, where they can buy on an audience-basis inventory across […]

 
 

Giant Spoon Is NBCUniversal’s Invite To The Direct-To-Consumer Table

SAN JUAN, Puerto Rico—So-called direct-to-consumer brands have disrupted many product and service categories, from creation to distribution. But when they need more scale they’re turning to television, a trend that prompted NBCUniversal to partner with the agency Giant Spoon. Last month, the two companies launched Direct to Scale, whose core offerings are media strategy and […]

 
 

VideoAmp’s Prasad Discusses Beet Retreat 2018, Event-Level Forecasting

SAN JUAN, Puerto Rico—There’s lots of predictions about where television and premium video are headed. Then again, “There’s a lot of things that are actually already happening, probably more in some ways than a wider industry lens might understand,” says VideoAmp’s Jay Prasad. This is why Prasad reflects on this year’s Retreat in this interview […]

 
 

Buy-Side Platform Sizmek Testing Its ‘Video Extension’ To Television

SAN JUAN, Puerto Rico—An early entrant in digital marketing, independent buy-side platform Sizmek has been eyeing its near-term future from a “video extension perspective” as its reach moves beyond web video to television. It was a logical move considering the big shift in video viewing to big screens, according to Managing Director of Product Hardeep […]

 
 

NCC’s Seth Explains The Longitudinal Approach To Cross-Platform Measurement

SAN JUAN, Puerto Rico—Building audience targeting segments for attributes like advocacy and loyalty is best done with sub-segments at the various steps of the purchase funnel, according to NCC’s Danielle Seth. In this interview with Beet.TV, the VP of Client Partnerships explains how NCC leverages its MVPD unique subscriber identifiers matched to set-top box data […]

 
 

Inscape’s McAfee Traces The Arc Of VIZIO’s Data Privacy Regime

SAN JUAN, Puerto Rico—Being a pioneer has always carried risks and rewards. Smart-TV manufacturer VIZIO’s Inscape data unit found this out when the Federal Trade Commission a couple of years ago first started looking into what happens to viewer data collected with automatic content recognition, says Inscape SVP of Sales & Marketing Jodie McAfee. Interacting […]

 
 

Shrinking The TV Ad Feedback Loop With iSpot.tv’s Bareuther

SAN JUAN, Puerto Rico—iSpot.tv has been a third-party television data provider for the past five years. So when Robert Bareuther hears someone at Beet Retreat 2018 talk about third-party verification and measurement as being “royalty right now,” he takes a bow of sorts. “It’s like de facto. And that’s pretty cool. Maybe iSpot should get […]

 
 

Comscore’s Hinnant On Data Matching And Being In The OpenAP Universe

SAN JUAN, Puerto Rico—When it comes to matching consumer datasets, Comscore should be considered more of a chef than someone who actually produces food. “We offer these audiences tied to the viewing behavior of television and to digital audiences as well. What you have to understand is that we don’t have a hand in creating […]

 
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