Advertising Perspectives

Manufacturers of the devices we use to watch content have an upper hand when it comes to measuring consumption. Increasingly, they are partnering with organizations who can measure the consequential impact of the ads seen ... read more

When you spend £3 billion ($3.6 billion) a year on marketing, you want it underpinned by solid data. Drinks maker Diageo upped its global marketing spend by 5.6% last year, including a record advertising and ... read more

In a competitive market, retailers often like to forge their own path. In a digital media world that is increasingly fragmented, that could be a recipe for confusion. So the media wing of grocery chain ... read more

SALISBURY, CT – The very first Beet Retreat Berkshires brought together leaders from the media, advertising and ad-tech industries to a region that offers woodland beauty and a burgeoning cultural scene. Beet.TV capture a range ... read more

In a high-speed, data-driven world, the demand for precise measurements in digital advertising has never been higher. With the rise of first-party data and the growing complexity of consumer metrics, advertising is exiting the era ... read more

CANNES – The media and marketing industries in the past few years have grown more aware of how advertising activities lead to emissions of greenhouse gasses. Beet.TV hosted the Sustainability and Responsible Marketing Summit to ... read more

CANNES — The changing face of television advertising is a hot topic among digital innovators, as discussions intensify around experimental technology and consumer-first design. With massive streaming migrations and the rise of artificial intelligence (AI) ... read more

CANNES — If data is still the new oil, the infrastructure had better allow it to flow. In recent years, limits have been placed on the transfer of consumer data – often for good, privacy-focused ... read more

Nielsen has a new CEO, after five dramatic years in the media measurement arena. Karthik Rao, previously CEO of Nielsen Audience Measurement, is promoted to the overall role, 23 years after joining the company, taking ... read more

CANNES — With US retail media spending estimated by eMarketer to be $45 billion in 2023, the category is not exactly a new topic anymore. So, companies rolled into Cannes Lions with solid views about ... read more

iSpot.tv acquired media-measurement company 605 to expand its customer footprint across brands, TV networks and streaming publishers. Terms of the deal weren’t disclosed. The acquisition bolsters iSpot’s measurement solutions for video and TV advertising effectiveness, ... read more

SALISBURY, Ct. – The ideal media plan of the future will include addressability, platforms to buy addressable placements, measurement of outcomes and insights into context and content, Jessica Brown, managing director of digital investment at ... read more

CANNES — The streaming landscape has revolutionized the way consumers engage with content and advertising. As major players continue to expand their streaming services, they are increasingly focused on delivering a seamless user experience and ... read more

SALISBURY, Ct. – The growing fragmentation of the media marketplace has led advertisers to seek ways to manage the complexities of cross-platform campaigns. Marketers also have sought to better evaluate how their media spending drives ... read more

CANNES – Advertising agencies have a key role in transforming people’s lives, and these changes aren’t confined to luring consumers to buying products and services. Increasingly, agencies are broadening their mandates to limit advertising’s negative ... read more

SALISBURY, CT — It’s not just the ad buy side that is motivated to start up ad measurement solutions. These days, ad sellers, too, have reason to offer measurement capabilities. In this video interview with ... read more

SALISBURY, Ct. — In the last two years, data clean rooms have risen to prominence as a way for companies to continue connecting customer data sets while minding new privacy rules. But the clean room ... read more

Seeing the same commercial over and over for a long time has been part of watching television. That doesn’t mean the phenomenon is any less annoying for viewers, 87% of whom said they see too ... read more

CANNES — Although most digital media have long been “addressable”, in cable TV land “addressability” has long meant something quite specific. But that is changing, as addressability starts to fan out across other solutions, says ... read more

CANNES – Marketers are continually seeking meaningful signs to indicate that their advertising campaigns are effective. That goal has become more difficult as consumers seek more control over how their personal data are shared – ... read more

CANNES — In the quest for a sustainable digital advertising landscape, the industry is looking for ways to count and reduce carbon emissions attributed to ad practices. Anthony Katsur, CEO of IAB Tech Lab, is ... read more

SALISBURY, Ct. — In an industry where companies want to go on integrating customer data sets despite new privacy rules, clean room technology is emerging as the new backbone of the business. This is the ... read more

CANNES — How does a modern, cross-platform broadcaster quantify the effectiveness of its offering for advertisers? Warner Bros. Discovery turned to suppliers. In this discussion with CIMM MD Jon Watts for Beet.TV, two executives discuss ... read more

CANNES – Brands have more ways to lead consumers through the purchase funnel as commerce media provide them with multiple digital touchpoints. These interactions also generate data that can help to sharpen their marketing strategies. ... read more

SALISBURY, Ct. – The digital media industry is buzzing about advanced TV data. In that mix, many in the supply chain have come to record TV as just another form of video. But Moe Chughtai, ... read more

CANNES — Sometimes, losing can be a win. In the swiftly evolving landscape of digital media and advertising, signal loss is fueling innovation and change. That’s according to Monique Pintarelli, the North America President of ... read more

SALISBURY, Ct. — The advertising industry is grappling with two significant issues – a lack of transparency in the connected TV (CTV) landscape and the challenge of cross-platform measurement. These insights come from Dave Morgan, ... read more

CANNES – Smart-TV startup Telly seeks to transform the value proposition for consumers by offering them free TV sets in exchange for seeing advertisements. Without spending any money to advertise the product, Telly received 250,000 ... read more

SALISBURY, Ct. — Out of Home (OOH) advertising is experiencing a moment in the sun. Anna Bager, the President & CEO of the Outdoor Advertising Association of America (OAAA), believes that OOH is “hotter than ... read more

CANNES — As privacy becomes paramount and third-party data faces increasing scrutiny, “clean rooms” are emerging as a much-talked-about tool for businesses. But, according to Travis Clinger, SVP of Activations & Addressability at LiveRamp, it’s ... read more

SALISBURY, Ct. – Brands may rely on agencies to help them drive sales through commerce channels, but their customer relationship management (CRM) is often in a different silo. Bringing commerce and CRM together is an ... read more

CANNES – Curtailing greenhouse gas emissions isn’t just a concern for traditional sources of air pollution such as factories, power plants and transportation. The advertising industry is becoming more aware of its carbon footprint from ... read more

SALISBURY, Ct. – With many people stuck at home during the early days of the pandemic, when professional sports were canceled and Hollywood production stalled, viewership of streaming services with big libraries of programming surged. ... read more

Billions of dollars in advertising spending every year are handled among a digital network of buyers, sellers, marketplaces and many kinds of data providers. Parts of this network are undergoing what’s known as disintermediation, or ... read more

SALISBURY, Ct. – The growth of ecommerce and the greater complexity of the media landscape have led media agencies to expand their role from activating campaigns on behalf of advertisers to provide more value-added services ... read more

CANNES — Could 2.6 help the world achieve 1.5? Of course, the new OpenRTB protocol version 2.6 won’t help limit global average temperature increase to 1.5ºC by itself. But, in this video interview with Beet.TV, ... read more

CANNES – The rapid growth in audiences for advertising-supported streaming video has pushed media companies to develop a viewer experience that matches or exceeds what traditional television offers. Marketers also want the assurance that their ... read more

CANNES – The advertising industry is in the early stages of working to reduce greenhouse gas emissions from marketing activities. With the realization of how much fossil-fuel energy is consumed by computer networks that automate ... read more

SALISBURY, Ct. – Diversity and inclusion efforts show signs of stalling after years of progress, according to a recent survey by the World Federation of Advertisers (WFA). It also found differences of opinion about inclusion ... read more

CANNES – Retailers that sell advertising are riding a multibillion-dollar wave of spending by marketers that seek to reach consumers who are ready to shop or open to discovering new products. The budding segment of ... read more

CANNES – Younger generations of consumers tend to be more mindful than their older counterparts about buying products and services whose social values align with theirs. Amid this growing awareness, marketers must consider how they ... read more

CANNES – The media-buying decisions of advertisers collectively have a big effect on how consumers receive information about the world around them. The Global Alliance for Responsible Media, a cross-industry initiative established four years ago ... read more

CANNES — A year after it launched a shoppable TV ad, Roku came to Cannes Lions with a major Walmart partnership to talk about. Roku in May 2022 had announced a “frictionless retail” scheme combining ... read more

CANNES — Can UI lead to ROI? Adam Bergman thinks so. In this video interview with Beet.TV, Bergman, VIZIO’s Group VP, Advertising & Data Sales, says he wants a fresh approach to the user experience ... read more

CANNES — Sometimes, you wake up to find some of the most seismic and long-anticipated changes have already happened. For advertising, at the center of this change is the transition to multicurrency measurement. But that ... read more

SALISBURY, Ct. – Beet.TV this year hosted its first event in the Berkshires, recognizing that the highland region in northwestern Connecticut and western Massachusetts has attracted many people from advertising, media and ad-tech companies looking ... read more

Beachfront on Tuesday named media and ad-tech veteran Frans Vermeulen as strategic adviser to the company, which specializes in sell-side ad-serving for convergent television. He will focus on Beachfront’s go-to-market strategy and harnessing its connected ... read more

SALISBURY, Ct. — In a world where consumers’ attention spans are shorter than that of a goldfish and they are bombarded by up to 50,000 ads in a single day, captivating an audience is “harder ... read more

CANNES — Nielsen may be fighting to better measure viewing across a plethora of TV platforms, but its answer may come down to one thing. More specifically, ONE thing. In this video interview with Beet.TV, ... read more

CANNES — Effectv, the advertising unit of Comcast Cable, is aiming to challenge perceptions and redefine its position in the digital media landscape. “We are not just the cable company, and we’re not your parents’ ... read more

CANNES – The term “smart TV” is widespread in describing televisions that offer a way to connect to the internet, but they generally don’t have the same capabilities as a smartphone, tablet or laptop to ... read more

SALISBURY, Ct. — After it won the US media account for L’Oreal, Omnicom Media Group has set about making good on its pitch to the brand. Omnicom formed Beauty Co-Lab (BCL), a bespoke Omnicom Group ... read more

CANNES – When people say they’re “cutting the cord,” they’re specifically talking about canceling their cable or satellite television service and opting to stream video content through an internet connection. Amid this shift, cable companies ... read more

CANNES — “Demanding a greener digital advertising industry is not only necessary, it’s already happening,” says Anthony Katsur, CEO of IAB Tech Lab. In less than four months, the body’s sustainability working group has attracted ... read more

CANNES — Connected TV never boasted the living-room equivalent of a device cookie – and that has kept it largely under the radar of many regulatory and buyer concerns. Increasingly, however, ad buyers are demanding ... read more

CANNES — TV advertising is no longer a playground only for the big brands. MNTN, a leading digital media company, says it is seeing smaller brands harness AI tools to enter a market once only ... read more

As an entrepreneur who started a company with seed capital, built it up and sold it to a strategic buyer, André Swanston is well familiar with every stage of business growth. He co-founded the audience ... read more

SALISBURY, CT – The phrase “buy Rachel’s sweater” to describe how television viewers will one day be able to immediately order products that appear in their favorite shows such as “Friends” is gradually getting closer ... read more

CANNES — When you are an ad-tech firm in an industry waking up to the carbon impact of digital communications, how can you reach net zero? “We were able to achieve and reduce and meet ... read more

CANNES — Last year at Cannes, OpenAP announced the OpenAP Data Hub in partnership with Snowflake, to provide publishers and advertisers with cross-platform data in privacy-compliant environments. The business is now gearing up for the ... read more

CANNES – Harnessing statistical data for marketing decisions can help brands not only decide where to advertise, but also what kind of technologies they need. For Hill’s Pet Nutrition, a unit of Colgate-Palmolive, marketing mix ... read more

Consumers today divide their time spent with media among a wider range of channels and devices including mobile phones and internet-connected TVs. This fragmentation has challenged marketers to find more ways to measure the effectiveness ... read more

SALISBURY, CT — In the sometimes-convoluted landscape of digital advertising, where different currencies and identifiers proliferate, TransUnion wants to position itself as cog, translating and transacting on all identifiers. “We essentially become the Rosetta Stone ... read more

SALISBURY, CT — We have had interactive media as long as we have had Nintendo Entertainment Systems, or choose-your-own-adventure books. But three things are different in 2023: The scale of usage. The extent to ... read more

Television viewers have more ways than ever before to see their favorite programming with the explosive growth in connected devices. This changing behavior has driven demand for ways to measure people’s attention to advertising, which ... read more

CANNES — In the fast-paced world of digital media, commerce media is emerging as a golden opportunity for publishers. That is according to Joseph Meehan. In this video interview with Tameka Kee for Beet.TV, Meehan, GM, ... read more

CANNES – The media marketplace is filled with chatter about the economic outlook and its negative effect on demand for advertising. Amid this environment, brands are shifting some of their ad budgets from linear television ... read more

CANNES — It may only be a point change, but the latest version of the IAB’s real-time ad bidding protocol aims to make streaming TV efficient and help save the planet. OpenRTB 2.6 enhances the ... read more

SALISBURY, CT — The digital advertising industry is witnessing a data explosion, with more device IDs and user IDs than the global population. However, this burgeoning abundance of data isn’t all sunshine and rainbows, argues ... read more

CANNES – Walt Disney in the past decade has expanded video distribution with the launch of streaming services that can reach a broader range of connected devices such as smart TVs and mobile phones. Each ... read more

CANNES – Sustainability this year got more attention at the Cannes Lions International Festival of Creativity, another watershed moment for the advertising industry as agencies develop environmental, social and governance strategies. “At the risk of ... read more

CANNES — Many people think they know what the future of Connected TV(CTV) will be. Dave Helmreich, Chief Commercial Officer, believes it will be not only digital but also more engaging and measurement-centric. In this ... read more

CANNES — In an industry where performance and sustainability are often seen as mutually exclusive, Patrick Gut, VP, Head of Sales, US, at Adlook, firmly believes that they can and should go hand-in-hand. In this ... read more

SALISBURY, CT — The gaming industry has seen an unprecedented surge – but it’s not just about the games anymore. The participatory generation is setting new expectations around media experiences, and brands must evolve to ... read more

CANNES – Retailers that sell advertising are in the position of supplying audiences to consumer brands that supply products for their stores. This dynamic calls for greater collaboration among retailers, advertisers, agencies and ad-tech companies. ... read more

CANNES – The value of advertising is rooted in measurement, whether it’s counting the number of visible impressions or attributing a campaign’s contribution to driving revenue. Increasingly, advertisers and media companies are seeking to put ... read more

SALISBURY, Ct. – Shoppable video seeks to combine the reach and emotional power of television with the ability to order products and services. KERV AI aims to make these transactions more feasible for brands and ... read more

Dentsu International has embarked on a five-year journey to lead the charge in the attention economy. Now that journey is pointing it toward audio. Previously, the company’s research into the economics of attention prompted it ... read more

CANNES — Retail media is on the verge of exploding and scaling, as offsite and in-store segments experience significant growth. In this video interview for Beet.TV with CIMM MD Jon Watts at Cannes Lions 2023, Marc Fischli, Executive ... read more

CANNES — In the dynamic world of digital advertising, ‘clean rooms’ are starting to take center stage. Born out of the need for privacy compliance with GDPR in Europe, clean rooms are shaping up to ... read more

CANNES – The advertising industry is in the early stages of working to reduce greenhouse gas emissions from marketing activities. This process includes an analysis of supply chains and classifying activities into three areas: ... read more

With deals like Samba TV buying Disruptel, Criteo acquiring Brandcrunch and Kargo buying VideoByte, the ad tech industry is still seeing M&A, even though some had forecast a drop-off. It means a much-needed consolidation phase, ... read more

CANNES – Measuring people’s attention to advertising in the past few years has become a bigger part of helping marketers to shape their campaign strategies. “When we think about attention, it came from our original ... read more

CANNES — In digital media, execs could surely list a host of technologies and business credentials that should be in your skills stack. But what about people skills? Sheevani Raikundalia, Bloomberg Media’s Head of East ... read more

CANNES — In the ever-evolving landscape of retail media, standardisation may seem like the key to cutting through the noise. However, according to Michael Greene, SVP of Global Vertical Strategy at Criteo, fragmentation must also ... read more

CANNES – A growing number of retailers are now selling digital .advertising, offering brands a way to reach consumers at all stages of the purchase funnel from awareness down to a final purchase. Retailers such ... read more

CANNES — What can the advertising industry do about climate change? At the Sustainability & Responsible Marketing Summit during Cannes Lions 2023, presented by Adlook & Sharethrough, experts from diverse sectors of the advertising ecosystem ... read more

The media marketplace is more fragmented than ever before as consumers divide their time among a bigger variety of connected devices and content platforms, which include social media and streaming services. This complexity challenges marketers ... read more

“Brilliant at the basics.” That’s how Netflix described its approach to consumer experience and advertising during Beet.TV’s Beet Retreat in the Berkshires 2023. The phrase aptly captures the sentiment of many industry leaders, who are ... read more

CANNES – Addressable advertising promises to help brands with their audience targeting, and it can be more effective when ad creative is optimized for more specific groups of consumers. “Before creating the TV creative itself, ... read more

CANNES – The ad-tech industry in the past couple of years has started to become more aware of how its energy usage contributes to greenhouse gas emissions. As founder of The Alpine Project, ad-tech veteran ... read more

CANNES – Effective leadership involves an understanding of people’s strengths as they work together on teams. Sarah Kramer, chief executive of Publicis’s Spark Foundry, said leaders also recognize when they need the help of people ... read more

CANNES — In a world where first-party data is proving its worth and the industry is grappling with signal loss, addressable TV is emerging as a confident link to ROI and outcomes. That is the ... read more

CANNES – The ability to get things done is a key trait for people in leadership roles, though that competence accumulates over time. “I noticed that in my twenties as a leader, I needed certain ... read more

CANNES – Retail media advertising typically refers to digital media channels, but it does have ties to in-store promotions and shopper marketing. That’s especially the case in parts of Europe, where retail media networks are ... read more

CANNES — In a world where digital advertising is increasingly moving towards TV, the Real Time Bidding (RTB) 2.6 protocol has been designed specifically with connected TV and digital video in mind. It promises to ... read more

CANNES — Addressable advertising is exploding across the media landscape, with 73% of media buyers now incorporating it into their mix, up 16% year over year, according to Matthew Van Houten, SVP, Product, Operations & ... read more

CANNES — For some, striving to overcome the odds and achieve success is a climb. For Thai Randolph, it’s a voyage. Randolph is CEO of Hartbeat, the entertainment production company founded by Kevin Hart. She ... read more

CANNES – The major shift in people’s television viewing habits has led to a need for audience measurement that covers a variety of platforms – everything from traditional linear television to video streaming on connected ... read more

CANNES – The Cannes Lions International Festival of Creativity this year was notable for introducing sustainability criteria in every advertising award category for the first time. The new requirements come as the media and marketing ... read more