Cadent Ramps Up Local Broadcast As Complement To Cable TV Inventory

What do you do when you’re the “800-pound gorilla” aggregating advertising inventory from some 200 MVPD partners? In the case of Cadent, you extend your reach to local television broadcasters to become a one-stop shop. As advertisers increasingly seek better audience targeting and efficiency, “The marketplace has kind of come our way,” says the company’s […]

 
 

4A’s Chief Seeks ‘Client Of The Future,’ Launches Inclusion Certification Program

MIAMI-There’s lots of talk about the challenges facing advertising and media agencies, among them a very competitive recruitment market, diversity and inclusion. And then there is the actual value that agencies bring to the table. “There’s a lot of negative narrative out there about what’s going wrong for agencies,” says Marla Kaplowitz, President and CEO […]

 
 

Look Beyond Media Tactics To Brand Strategy: Simmons CEO Feigenson

SAN FRANCISCO – One of the many positive outcomes that have emerged as the result of major marketers demanding greater digital transparency is a renewed focus on data quality. “I think what’s actually exciting is that we’re coming back to a sense of quality after a large period of flux,” says Simmons CEO Andrew Feigenson. […]

 
 

IAB Focus On Brands An ‘Inflection Point’ For Industry: NBCUniversal’s Scott Schiller

PALM SPRINGS, Calif – The Internet Advertising Bureau’s focus on brands at the 2018 Annual Leadership Conference marks an inflection point for the organization and all of advertising and media, according to NBCUniversal’s Scott Schiller. That it’s happening now “is a perfect setting for us to really focus on how do we bring brands closer […]

 
 

AppNexus CEO Brian O’Kelley: Only Transparency Will Provide Trust In Digital Ecosystem

PALM SPINGS, Calif  – In the interest of promoting digital advertising transparency, AppNexus has done “a complete opening” of its books over the last six months. This type of leadership role should be adopted by  every participant in the digital ecosystem for the benefit of marketers and publishers, says CEO Brian O’Kelley. “I think it’s […]

 
 

IAB’s Randall Rothenberg: Seeing Brand Safety In A New Light, Dumping ‘Buy-Side, Sell-Side’ Lingo

Once again, the topic of “brand safety” will be front and center at the upcoming Internet Advertising Bureau Annual Leadership Meeting, but it will take on new meaning in light of IAB research into what it calls the Direct Brand Economy. Other industry semantics need to be updated as well, IAB President & CEO Randall […]

 
 

‘Direct Brands’ Will Be Under The Microscope At IAB Annual Leadership Meeting: President & CEO Randall Rothenberg

What’s the difference between “direct” brands and “indirect” brands? The distinction is the subject of the largest research project the Internet Advertising Bureau has ever done and it will be the centerpiece of the organization’s upcoming Annual Leadership Meeting. In this interview with Beet.TV, IAB President & CEO Randall Rothenberg explains why incumbent brands that […]

 
 

Inside P&G’s Tide Super Bowl Takeover Campaign With Hearts & Science’s Scott Hagedorn

NEW YORK – Tide’s seeming takeover of the 2018 Super Bowl was part of a “multidimensional solution” that started with a pre-game tease in social media featuring Terry Bradshaw, who didn’t end up in any of this year’s commercials. “We preplanned out a lot of how we wanted the social to work around it and […]

 
 

On a Puerto Rico: It’s Back To Basics Media Tools for P&G and its Agency Hearts & Science

MIAMI – Once a natural disaster occurs, it’s back to basics. For agencies and marketers it can mean using billboards to reach people who don’t have power or Internet connectivity. For brands like Procter & Gamble, it can be dispatching mobile units to wash, dry and fold clothes for the recovering community. In the wake […]

 
 

In Disasters, Brands Need to Step in with “Authenticity,” Omnicom LATAM CEO Porras

MIAMI – The efforts of clients like Walmart, Procter & Gamble and AT&T in responding to humanitarian crises in Mexico and Puerto Rico demonstrate “authenticity and doing the right thing,” says the CEO of Omnicom Media Group’s LATAM operations. “Brands belong to society and are part of society,” Julian Porras says following the launch of […]

 
 

Former P&G Global Marketing Officer Jim Stengel: Give Creatives ‘Simple, Inspiring Briefs’

ORLANDO – Having handled an $8 billion advertising budget and organizational responsibility for nearly 7,000 people while at Procter & Gamble, Jim Stengel is more committed than ever to the importance of marketing. The former Global Marketing Officer is heartened to see resolution and commitment at the Masters of Marketing Conference to getting brands back […]

 
 

Ad Viewability, Verification Drive Creative Reset For P&G: Chief Brand Officer Marc Pritchard

ORLANDO – After its push for digital media transparency began to gain traction, Procter & Gamble began to realize that it needed to alter its creative game. Things like ad duration and frequency took on new importance. “It forced us to raise the bar even higher on ad creativity,” says P&G Chief Brand Officer Marc […]

 
 

P&G’s Marc Pritchard: Objectives Were Met Despite $100 Million In Digital Ad Cuts

ORLANDO – Earlier this year, Procter & Gamble cut $100 million from its digital advertising budget because of long-running concerns about the integrity of the media ecosystem. It was “kind of a pretty big move” that nonetheless paid off because the company still grew and met its objectives, according to Chief Brand Officer Marc Pritchard. […]

 
 

Like Sponsorships, Content Marketing Requires Connecting With Audiences: Momentum Worldwide’s Weil

LOS ANGELES – If you could hold a mirror to the current world of content marketing it would largely reflect what’s been happening for a long time in sports and entertainment sponsorships. One of the elemental rules is that just borrowing enthusiast audiences doesn’t cut it unless you actually connect with them. “It’s not about […]

 
 

Hearts & Science’s Claudio: Global Data Challenges Vary Market By Market

VIEQUES, PR – Even hot new agencies with big name, global clients can’t avoid the complexities and limitations of data-driven marketing. Just ask Andres Claudio, who runs Omnicom’s Hearts & Science marketing agency. “It’s not that easy,” Claudio says in this interview with Beet.TV. “Not all the data that is needed is available in all […]

 
 

Amid Audience Declines, TV Networks Must Prove Outcomes: Tom Rogers of WinView Games

Proving ROI on television advertising is “still in a fairly primitive state,” amid massive network audience declines and rising CPM’s. It’s a paradigm that Tom Rogers believes cannot continue much longer. Buying TV broadly on demographics without being able to match exposures to purchases leaves little opportunity for measuring spending efficiency, says Rogers, who is […]

 
 

Better Measurement Can Plug Digital Targeting Gaps: Nielsen Catalina’s Feigenson

A “crisis of confidence” in digital media can be alleviated in large part by better measurement solutions. “If measurement is done well, it informs the way advertising works,” says Andrew Feigenson, Chief Revenue Officer for Nielsen Catalina Solutions. If the advertising industry maps measurement as a key performance indicator, it we can start addressing some […]

 
 

comScore’s Fetters: Digital Buy Side Wants Audience Quality, Ecosystem Cleanup

HOLLYWOOD, Florida – Has the pendulum begun to swing from advertising and media’s preoccupation with digital viewability to audience quality? It’s a trend that comScore executive Aaron Fetters is seeing on the buy side—along with a keen desire to clean up “a mess” of an ecosystem. “We finally seem to be going a little bit […]

 
 

News Corp.’s Guenther On Infrastructure Flexibility, Fake News And Viewability

HOLLYWOOD, Florida – While programmatic media buying continues to grow rapidly, publishers need to remain flexible with their infrastructure. It’s all about helping advertisers reach the audiences they want, says the SVP and Global Head of Programmatic for News Corp., Chris Guenther. “It’s just a means of servicing our clients,” Guenther says of programmatic in […]

 
 

Supply Side Plumbing Hindering Race To More Targeted Ads: Omnicom’s Steuer

MIAMI – If the transition to more audience-based television advertising was a horse race, data would be in the lead and plumbing would be a laggard. “I think we’re at an important transitional moment from the world of content-based advertising, which is TV’s legacy to an audience based television world,” says Jonathan Steuer. That transition […]

 
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