With Hurricane Season Nearing, Many Puerto Ricans ‘Still In Desperate Need’: GroupM’s Cowdell

A Puerto Rico devastated by last year’s Hurricane Maria is on the verge of its next hurricane season. “And there are still problems,” says GroupM’s Phil Cowdell. There will be more storms and “people are still living under roofs with plastic tarpaulins…there are still people who don’t have power. So what we have to do […]

 
 

The View from the #BeetRetreat: OMD’s Winkler: Ease Of Viewing, Data Consistency Are Keys To Success

Giving people choices when it comes to television advertising sounds pretty straightforward, but it’s complicated by the fact that many viewers want an effortless experience. “This is why voice activation is working so well, because it’s actually the only thing easier than picking up a remote and pressing the buttons,” says Ben Winkler, Chief Investment […]

 
 

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 […]

 
 

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 […]

 
 

The Hopes And Resiliency Of Teens In Puerto Rico After Hurricane Maria

SAN JUAN, PR – Last September, Hurricane Maria devastated Puerto Rico. As cleanup and reconstruction continue, members of The Boys & Girls Clubs of Puerto Rico are still actively helping their communities, but they face challenges when it comes to resources. “They have the power to change our society. We only have to fight for […]

 
 

Television Advances As Consumers Choose Interactive Advertising, true[X] Midha explains

These days, the term “premium” typically accompanies the word “video.” But premium must also apply to viewer engagement with ads and the results that should accrue to advertisers, according to Pooja Midha. The new President of true[X] will share the company’s insights on how viewer interaction will transform the video ad business in a presentation […]

 
 

OMD’s Winkler On Ad Formats: You Can’t Go Wrong By Considering Consumers

It took streaming video options and ad-free platforms to tip the scale, but the advertising industry has finally caught on to the importance of the viewer experience. “The big picture is that programmers are thinking today more about the user experience than they ever have before,” says OMD’s Ben Winkler, who will join a host […]

 
 

Fox Networks’ Meredith Brace: Brands Want Reliable Information, Consumers Want Choices

PALM SPRINGS, Calif – Having spent about seven years on the client side at Microsoft, it’s quite natural for Meredith Brace to don her “brand hat” when it comes to the issue of safe advertising environments. “I still look at it through that point of view,” says Brace, who is SVP, Digital Sales, Fox Networks […]

 
 

How Platforms Are Creating New Ad Formats: Spotify, Facebook, Innovid & true[X] Discuss

VIEQUES, PR — The IAB may have a list of standard ad formats, the hymnsheet that the online advertising industry sings from. But ad formats are changing every day. Publishers and platforms go on tinkering with offering new ad experiences in a never-ending quest to push the boundaries and increase consumer attention. But what happens when […]

 
 

Fox’s true[X] Reaps Awards For Interactive Ads

VIEQUES, PR — Two years after being acquired by Fox for $200mn, true[X], an ad-tech vendor helping advertisers to deliver non-intrusive interactive TV ads, has been awarded for its work. Work touched by true[X] received four wins at the Internet Advertising Competition awards. Awarded work included a commercial for Warner Bros’ Suicide Squad movie, one for auto […]

 
 

Fox Debuts “Engagement Advertising” on Hulu Powered by true[X]

Fox announced  plans today to offer consumers of its shows on Hulu the opportunity to watch less ads by interacting with one “engagement” ad.   The technology platform for the engagement ad is true[X] – a video adtech company that was acquired by 21st Century Fox last year. At Cannes Lions this past June, we spoke […]

 
 

true[X] Doesn’t Serve Fox Alone, explains COO David Levy

It may have been bought by 21st Century Fox a year ago, but video ad tech platform true[X] is taking pains to say that doesn’t mean it serves just one studio master. “true[X] is still an independent organization – we still service ABC, CBS, Viacom,” says true[X] COO and C0founder David Levy, in this video interview with Beet.TV. The company’s […]

 
 

How Choice Enhances Ad Engagement: true[X]’s Levy

CANNES — TV ads aren’t as effective as they could be online because viewers instinctively want to be able to exert choices over otherwise passive content. That’s according to an ad exec whose company enables that functionality. “We have incredible budgets for television commercials. What we haven’t really seen is incredible production budgets for digital […]

 
 

true[X] Gives Engaged Viewers Fewer, Better Ads

Big media companies don’t usually buy vendors that want to rip up their historic main funding mechanism. But true[X] wants to reboot the way advertising is delivered by 21st Century Fox, which acquired it for $200 million in December. What is true[X]’s big idea? Rewarding viewers for interacting with good ads by showing them fewer ads overall, says […]

 
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