Upfronts Won’t Die In TV Renaissance: Magna Global’s Bayer

FORT LAUDERDALE — If you think the coming age of buying addressable, internet-style ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. “I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna Global, tells Beet.TV in this […]

 
 

TV Ad Super-Targeting Is Ready To Scale: Eyeview CEO

FORT LAUDERDALE — Last year was been characterized by the industry wondering when TV platforms would open up to support addressable TV advertising. This year seems to have been characterized by actual roll-out. Next year could mean larger-scale adoption. “The concept of being able to target according to CRM data on television is crazy-unique,” says Eyeview […]

 
 

The Three Prongs Of Adobe’s TVMM Platform

FORT LAUDERDALE — Adobe has announced its “TVMM”, or TV Media Management, platform. But what is it and what does it do? The new, Videology-connected software aims to help media owners better manage and monetize their ad inventory. Adobe’s Primetime group product manager Jonathan Tabak says there are three elements: “Data – being able to understand your audiences […]

 
 

Advertisers Can Value Campaign Inventory: SpotX’s Cooke

FORT LAUDERDALE — So far this year, programmatic ad tech platform SpotX has nestled in to its new majority-owner RTL, been joined in a partnership with new stablemate Clypd and struck an audience advertising data partnership with TiVo Research. So how are things about to pan out? “(It) is going to allow us the opportunity to live-sync […]

 
 

Adobe Primetime’s Prime Targets For 2016

FORT LAUDERDALE — Adobe has spent the last couple of years getting its Primetime suite in to shape to help broadcasters deliver multi-screen video. So what does the year ahead hold? In this video interview with Beet.TV, Adobe Primetime business development director Jim Bennette says the team has three priorities for 2016: “Accelerating TV Everywhere adoption. Today, we’re […]

 
 

Addressable TV Ads Are Costlier, But Cheaper: MediaVest’s

Household-level targeting of TV ads is not a distant reality – it’s here and now. You just may have to pay more for it, says one ad agency exec. “You do have to pay a premium on a CPM basis for addressable,” MediaVest advanced media SVP Jonathan Bokor tells Beet.TV in this video interview. “However, your […]

 
 

How Nielsen Helps Networks & Brands Understand Social Viewing

These days, TV viewers aren’t glued only to big-screen programming – or the ads that run on them. But that doesn’t mean brands can’t reach consumers all the same. The mobile screens in their palms are also being used to better understand engagement. A range of software and data providers is helping brands to do that, and Nielsen is […]

 
 

Digital Ads For Legacy TV To Take Off In 2017: Videa’s Williams

A wave of technology companies is helping advertisers turn traditional TV in to a digital medium, by mashing together data sources and ad slots to enable internet-style consumer targeting. But don’t expect the new practice to become commonplace this year, or even next. “We’ve come a long way, but adoption is still really early,” according to  Videa president Shereta Williams, whose […]

 
 

TV’s Not Dead, We Can Prove Its Worth: Simulmedia’s Piccone

It’s now a digital advertising world – but that is far from meaning good ‘ol TV is on the shelf, overtaken, when it comes to measuring the relative performance of media spend, says an ad tech exec. “With the whole mantra that ‘television is dead’, actually, what we’re seeing is that it’s very alive and […]

 
 

Traditional TV Still Best Way To Sway Consumers: 4C’s Neuhauser

A big societal shift is going to force advertisers to use TV advertising to break through with consumers – but that won’t happen if the extreme use of data and targeting makes TV ads more like internet ads, warns the boss of ad tech company 4C Insights. “There’s a bit of both conversation and concern that TV […]

 
 

UK’s Sky Announces Multi-Platform Ad Targeting

The UK’s satellite TV and broadband provider Sky has already taken a world-leading deployment in addressable TV advertising under its AdSmart technology. Now it’s looking to combine its multi-platform offerings in to a single ad proposition. AdVance is the name given to a new suite from the company’s Sky Media ad sales division, threading together data from TV […]

 
 

The Challenges In The Road To Targeted TV Ads

The hot discussion in the crossover of television and advertising technology is about household-level TV ad targeting. So-called “addressable” TV is slowly becoming a reality in some markets, promising markets internet-style specific targeting. But what humps are still in the road to an addressable future? In a panel on the topic, these executives discussed the topic… […]

 
 

Belgium’s Medialaan Gears Up For Dynamic Ad Insertion

COLOGNE — Medialaan, the commercial media operator serving the Flemish-speaking Flanders region of Belgium, began making full shows available online last year. Now it is gearing up to better-monetize its full-show assets with online advertising. “It’s been better than we expected,” Medialaan digital head Olivier van Zeebroeck tells Beet.TV in this video interview. “After one year, without […]

 
 

Video Ad KPIs Are Changing: Innovid’s Chalozin

COLOGNE — Today, the price advertisers pay for ads in online videos is set by the number of impressions or clicks from that video. But things are starting to change, says one ad tech vendor. “The pricing for video right now is predominantly CPM,” Tal Chalozin, CEO of Innovid, which helps turn video ad spots in […]

 
 

Sky Blazing A Trail For UK TV Ad Targeting: Mediaocean’s Smith

COLOGNE — Time and time again, the advertising executives we speak to rate one TV platform above others for having brought the prospect for targeted linear TV advertising in to reality. UK satellite TV platform Sky’s AdSmart technology leverages household data the provider already holds about subscribers, and uses its broadband lines to send customised ads to customers’ […]

 
 

Cadreon’s Kumar Sees ‘Advanced TV’ Solving Measurement

As TV audiences start watching TV on more devices than just, well, TV, marketers face a challenge – how do they measure, target and price their advertising efforts? Companies tackling and talking about that problem are now commonplace. One such, Cadreon, believes the answer lays in what global president Arun Kumar calls “advanced TV” – a […]

 
 

FreeWheel Targets Ads to Set-top Boxes via Canoe Collaboration

A host of ad tech platforms is helping marketers break down the boundaries between buying TV ads, VOD ads, digital video ads and all the other flavors of moving-image ads. That’s the topic that seems set to dominate the upcoming DMEXCO digital marketing expo in Cologne. Speaking with Beet.TV in this video interview, FreeWheel marketplaces GM James Rooke channels […]

 
 

The Trade Desk’s Stempeck Talks TV Ad Targeting

TV may not yet be fully addressable to advertisers in the same way the internet is, but that isn’t stopping a collection of platform operators and ad tech vendors from trying to make it a reality. The Trade Desk, a demand-side advertising platform, is working to bring more ad targeting to Roku, the connected TV […]

 
 

The Evolution of TV Buying and What’s Next: GroupM’s Gotlieb

CANNES — After “programmatic” methods of refining and automating the planning and buying of digital display ads took off, many are wondering when the same technology will get traction in the TV world. But that’s the wrong question to ask, according to GroupM global chairman Irwin Gotlieb. He says the same approaches have been used since TV […]

 
 

Broadcasters’ Web Strategy Just Got Real: Lakana’s Hyun

LAS VEGAS — No longer is it enough for broadcasters to regard online channels as the shop-window for core analog platforms – now digital is part and parcel of their core business, says one man who powers web output for hundreds of TV stations. “A lot of the broadcasters used to have websites as a […]

 
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