Advertising Perspectives

It was one of the pioneers of satellite-delivered television. Now DirecTV is carving a role for itself as a provider of streaming TV shows and advertising. In this video interview with Beet.TV, Matt Van Houten, ... read more

NEW YORK – Technology developers that are creating the infrastructure for digital television are finding ways for their platforms to work together. Darren Sheriff, vice president of advertising technology solutions at Fox Networks Group, would ... read more

In the last few years, “identity graph” technology has emerged to help advertisers tackle the problem of conceptualizing a single consumer across multiple devices. For many in connected TV, the focus has settled on household-level ... read more

NEW YORK – Investments in advertising technology will help marketers and media companies become better at reaching audiences more effectively, says Sean Cunningham, president and chief executive of trade group VAB. These investments will be ... read more

As much as connected TV (CTV) gives advertisers new opportunities to reach viewers, lack of control in some platforms also risks exposing viewers to too many duplicate ads. It is a problem many companies are ... read more

NEW YORK – OpenAP today introduced a way to unify delivery of all television advertising buys and to support cross-platform measurement of campaigns. The advanced advertising company added programmatic interoperability to OpenID, its unique identifier ... read more

NEW YORK – The sudden jump in viewership for streaming video sped up a longer-term shift away from linear television. Amid these changes, both channels have a role in helping advertisers to reach consumers most ... read more

In the latest programmatic move from DISH Media, advertisers can now buy national linear TV inventory through a real-time programmatic system. The move, announced by DISH Media, is in partnership with ad insertion provider SeaChange ... read more

SAN JUAN – While only a category 1 hurricane, the slow-moving Fiona dumped excessive amounts of rain on the island, creating widespread destruction and power and water outages for most of the residents. As things ... read more

In a fragmented media world with various mobile viewing options, the best chance at stitching together a single viewer profile is still at home. That is according to the leader of a company helping to ... read more

Advertisers face a variety of challenges in figuring out the best ways to reach consumers who not only view television programming on several connected devices, but also have more tools to guard their privacy. This ... read more

It has spent the last few years developing advanced advertising solutions. Now the consortium bringing TV advertising into the future is getting ready to upgrade traditional demographics. In this video interview with Beet.TV, Sean Breedlove, ... read more

The advertising industry specializes in inspiring people to take action, but many younger adults at marketing and media companies don’t participate in one of the most important ways to stand up for issues they care ... read more

Performance marketing agency MNTN has worked to give television advertisers, including brands that had never run TV campaigns, a way to make their efforts more successful. As connected television (CTV) enables brands to reach target ... read more

A variety of studies have shown that people want to see themselves represented in television content and advertising. Technology company Sabio is helping producers of streaming content to monetize their efforts to create programming for ... read more

In the latest such acquisition to bolster its ad-tech services, Tremor International has closed the $239 million deal to buy Amobee. Amobee is a major supplier of demand-side platform (DSP) software and a rival to ... read more

Comscore this week said it had struck a deal with Fox Television Stations to provide local TV broadcaster with audience data to support its growth in advanced advertising. Marketers will be able to improve their ... read more

If a tree falls in a forest but no-one is around to hear it, did it make a sound? It is a classic philosophical poser that is now being applied to connected TV advertising. In ... read more

It is an expanding universe of TV, but one in which the overall volume of ads may yet be smaller than in the linear generation. As more advertisers pile into the platform, some think software ... read more

It is a medium which promises the richness of linear TV creative with the targetability and measurement of digital. But connected TV (CTV) still has to solve pieces of the puzzle. In this video interview ... read more

Marketers are looking for ways to reach consumers through linear and connected television (CTV) without showing the same ads to the same viewers too many times. Advertising automation platform Simpli.fi recently introduced the ability to ... read more

Digital media outlets gave a variety of direct-to-consumer brands, including disruptive startup brands, a way to advertise to target audiences and quickly see how their campaigns were performing. As more consumers spend with connected television ... read more

As marketers shift their ad spending to streaming platforms, they’re also looking for reassurances that their commercials appear within brand-safe shows. Connected TV publishers can offer more information about their programming to advertisers through Amazon’s ... read more

Roku helped viewers celebrate the premiere of HBO Max’s much-anticipated “House of the Dragon” with an exclusive fan experience on its streaming devices. Featured content included trailers, theme packs and special looks at the characters ... read more

The past decade saw a proliferation of digitally native brands that harnessed the power of social media platforms like Facebook and Instagram to reach target audiences. Many of these marketers are gaining the ability to ... read more

With digital audience identifiers waning in usefulness, many ad buyers are once again looking back toward “quality” media opportunities. But that quest for “quality” doesn’t just mean media – it also means middlemen. In this ... read more

A platform helping advertisers customize and scale their video ads across digital channels is taking new investment to scale itself. VidMob, based in New York with 13 global offices in 50 countries, announced a $110 ... read more

Although “connected TV” (CTV) has been rising fast, most viewers tend to just consider it all “TV”. That places an onus on parts of the CTV ad supply chain to match the TV ad viewing ... read more

On the same day Google again delayed phasing out Chrome cookies, a startup founded by two ex-Googlers raised a big funding round to provide an alternative ad targeting mechanism. Seedtag is one of several ad-tech ... read more

CANNES — Right now, the collection of technologies known as “Web3” seems a little murky to some. But, once upon a time, marketers thought the same thing about “Web 2.0”. In the Web3 panel, The ... read more

CANNES — The new-wave TV ad measurement provider co-founded by actor Edward Norton has taken an $80 million investment designed to expand its sales and marketing operations. EDO, which aims to correlate audience outcomes to ... read more

CANNES — In an advertising world shook-up by privacy regulation and practices, marketers’ own data can build a “bridge” to the future. A growing number of brands are coming to that realization. In this video ... read more

CANNES – Separating passing fads from enduring innovations can vex marketers as they decide what kinds of technologies to adopt in their advertising. Lately, there is consistent discussion about Web3 as the next stage in ... read more

CANNES — It took a while for the infrastructure to get rolling, but now addressable TV is hitting its straps. That is the view from a growing number of executives talking about the new capability ... read more

CANNES — It is now more than half a year since NBCUniversal joined the alternative media measurement movement by tapping new-wave measurement provider iSpot.tv. So what has been discovered so far? In this video interview ... read more

CANNES – Women in leadership roles at work are important role models for other women who seek to advance their careers, start businesses and handle a variety of competing responsibilities. Sharing the benefits of their ... read more

CANNES — With GDPR, cookie deprecation and limits on mobile device identifiers, it has been a tumultuous couple of years for anyone trying to target digital advertising. But more change is on its way. In ... read more

CANNES — In tough times when belts are being tightened, how can marketing agencies fight for corporate dollars to spend? In this fireside chat at Cannes Lions, two industry group leaders debated how internal structures ... read more

CANNES – Consumers are dividing their time among a bigger selection of media channels and connected devices, and it’s not always clear whether they’re paying attention to advertisements that appear among their preferred choices of ... read more

CANNES — Many of the technologies lumped into standard “Web3” definitions are now at the peak of Gartner’s Hype Cycle. But reporters’ BS detectors don’t necessarily let the PR get that high. In this video ... read more

CANNES — Although we are seeing many broadcasters and video platforms experiment with new measurement vendors beside Nielsen, the “alt currency” game is not yet over. In this video interview with Beet.TV, Katty Roberfroid, Director ... read more

CANNES — How do you push more innovative ad experiences into the most popular connected TV platform whilst also keeping viewers happy and breaking down industry silos? Youssef Ben-Youssef, Head of Ad Platform, Roku, takes ... read more

CANNES – Brands that seek to engage consumers on newer social media apps such as Snapchat, TikTok and BeReal must learn how people use the platforms to share content, stay in touch with each other ... read more

CANNES — For many people, the quest to find and codify a life purpose can be overwhelming, enveloping. Krystle Watler was one of those people. But, in this video interview with Tameka Kee for Beet.TV, ... read more

CANNES – The media and marketing industry has touted the importance of including under-represented people in advertising and content, but they don’t have the right tools to measure those efforts, said Lisette Arsuaga, cofounder of ... read more

As marketers seek to reach consumers among a variety of media channels and electronic devices, Comcast Advertising is working to help them to harness data to improve their targeting. “We’re really proud of the work ... read more

CANNES — In an industry that moves as fast as digital marketing, it isn’t really that far away. So, what does one of the business’ best reads of tea leaves think brands will look like in ... read more

CANNES — Mobile carriers may have a place at the mobile advertising table after all. The networks were initially expected to be big beneficiaries when mobile advertising was in its infancy, but have somewhat sat ... read more

CANNES – Giving people a sense of purpose at work increasingly is viewed as a necessary step toward keeping them engaged with what they do. About 85% of people said they feel as if they ... read more

CANNES — When you’re spending hundreds of millions of dollars, you tend to want to see a provable return on investment. That is why so many marketers are now searching for more meaning from their ... read more

CANNES — Until now, Nielsen had the US TV measurement field all to itself. Now a range of new tools and providers is being tested by broadcasters keen to find additional ways to count cross-platform ... read more

If ecommerce is the new big wave, Twitter wants to be the river that feeds the torrent. Last month, the social network announced an integration with ecommerce platform Shopify that helps merchants surface their products ... read more

CANNES – Marketers are asking for a reliable source of media measurement to help them set the value of advertising transactions, especially as national linear television becomes more addressable to different groups of households. “Measurement ... read more

CANNES – Marketers want their advertising to appear amid high-quality content that improves the likelihood that consumers will see it and consider buying different products and services. These contextual ads are regaining significance as marketers ... read more

CANNES — In an ad world rocked by changes to digital identifiers, creative is bouncing back in the order of priorities. But, infused with signals from digital targeting capabilities, dynamic creative optimization (DCO), by assembling ... read more

CANNES — It may sometimes seem like a fast-paced media industry. But there is ample evidence to suggest things don’t always move as fast as it seems, that there is sufficient time to move purposefully ... read more

CANNES – Advanced television is entering a new era as advertising on national broadcast networks becomes addressable, giving marketers a way to show different ads to different households during the same linear programming. Ad targeting ... read more

CANNES – The major disruptions of the past few years — including the pandemic, Russia’s invasion of Ukraine and current worries about a recession – have spurred a creative flowering in the television industry. “We’ve ... read more

CANNES – High-quality content helps to engage consumers, improving the likelihood they’ll see advertising and even consider buying different products and services. These contextual ads are regaining importance as marketers confront the eventual disappearance of ... read more

CANNES — If it is harder than ever to capture younger people’s attention, spare a thought for Erin Moran. As Global Chief Revenue Officer, WMX, Moran is growing Warner Music Group’s new division combining several ... read more

CANNES — To some in the advertising industry, it might sometimes feel like the art of making people part with their money is anathema to living a life of purpose. But Kasha Cacy doesn’t see ... read more

CANNES – Worries about privacy and stricter data laws have pushed technology companies to give consumers better control over how their personal data are collected, stored and shared. These steps are gradually leading to the ... read more

CANNES — With TV now opened up to the internet, there are estimates that connected TV ad fraud schemes could waste $144 million in US CTV ad spend. As a woman deciding where a big ... read more

CANNES – Today’s consumers see or hear dozens of advertisements throughout the day among a growing variety of media channels, challenging marketers to measure the effectiveness of their campaigns. Attention metrics have become more significant, ... read more

The television advertising marketplace has grown more complex amid the emergence of digital video channels whose technology in many ways is more advanced than the legacy systems of traditional broadcasters. Buyers and sellers of advertising ... read more

The rapid growth of the streaming media audience in the past few years has pushed marketers to look for opportunities to reach these viewers. Media companies are answering that demand with the development of advertising ... read more

CANNES — Sometimes in media, what’s old is new. In this industry, people see trends as novel when they have been latent for some time. In this video interview with Beet.TV, Dan Rosenfeld, SVP, Advertising ... read more

CANNES — Although 2022 is the year when alternative measurement and currency systems got most attention in the media marketplace, Carol Hinnant feels like she has been living the future for a long time already. ... read more

CANNES — With people spending more than two hours per day on social media, the platforms are bigger than ever. And, with $63 billion expected to be spent on the platforms this year by US ... read more

CANNES — If you thought the the turbulence of the pandemic was over, think again. Across business, companies are wrestling with the challenges thrown up by the up-ending of traditional working practices. In this interview ... read more

CANNES — In the focus on DE&I, don’t forget that “A” is a key component. But “accessibility” can often be left behind in the diversity debate. In this video interview with Tameka Kee for Beet.TV, ... read more

CANNES – The television industry is open to finding multiple ways to measure how consumers are viewing advertising, especially as they spend more time watching streaming video. Multiple companies have emerged to provide the tools ... read more

CANNES – The gradual disappearance of tracking cookies and device identifiers is pushing marketers to find ways to reach the right consumers while respecting their privacy. People’s programming choices can tell a lot about their ... read more

CANNES — It is a fast-moving industry, particularly for younger professionals who are keen to hustle and prove themselves. But what if we could speed up a more purposeful media business by slowing down? In ... read more

CANNES – Advertisers and their media agencies are keeping a close eye on the latest developments with measuring television audiences. They want metrics that accurately reflect viewership of linear and streaming platforms to help set ... read more

CANNES – The popularity of streaming video on connected devices has led to greater fragmentation of the media marketplace. Consumers can choose how and when they spend time watching their favorite shows, and don’t have ... read more

Connected TV gives people more control over the viewing experience with its on-demand features and growing selection of programming. That positive experience can provide a supportive framework for effective advertising. “We take the user experience ... read more

CANNES – Advertising campaigns are most optimal when they’re backed with a strong marketing strategy. From there, brands also can determine which media channels are most effective in reaching a target audience. “There is no ... read more

It is an advertising channel that is growing fast – but certain beliefs still worry addressable TV advertising. A range of industry groups and initiatives are aiming to smash through that inertia and encourage buyers ... read more

CANNES – Consumers are bombarded throughout the day with thousands of advertising messages, making their creative content an important part of standing out in the crowd. The creative elements of an ad – including its ... read more

CANNES — What’s old is new – but that doesn’t mean things should stay the same. In advertising, no-one used to call the manual practice of finding inventory-content adjacencies “contextual targeting”. But, in the wake ... read more

CANNES — Addressable TV, which supports targeted advertising replacements, is growing. Lately, it has been growing nationally and is becoming offered to ad buyers on a self-service basis. In this video interview with Beet.TV, Larry ... read more

CANNES — After a year in which the consensus around traditional media measurement splintered, Nielsen came to Cannes Lions acknowledging the rivals nipping at its heels – and stating its case for its own vision ... read more

CANNES — He may have previously run the world’s largest advertising agency holding group, but Sir Martin Sorrell is pretty happy in his current seat. The former WPP CEO is now executive chairman of his ... read more

CANNES — In recent years, many advertisers hit a fork in the road, and chose their path. Much spend has gravitated toward either outcomes-driven performance channels or creative-driven, top-of-funnel brand building. Lauren Benedict wants to ... read more

CANNES — Supermarket chain Kroger is readying to pilot a brand new way to measure the performance of its ads across Facebook and Google, after agreeing on a test with media agency group Dentsu. The ... read more

How can an industry undergoing transformation reintroduce simplicity after innovation has wrought complexity? DIRECTV thinks it can help, by being a distributor for programmers. In this video interview with Beet.TV, Matt Jamison, Group Vice President, ... read more

CANNES — It is still troubled by inefficiencies, but connected TV (CTV) advertising is benefitting from a growing number of solutions. Even so, despite the emergence of those solutions, realizing the full benefits is going ... read more

CANNES – Advertisers are demanding television viewership metrics that reflect the way people spend time with traditional linear TV and newer streaming video platforms. Comcast’s NBCUniversal has worked to provide insights into what’s currently achievable in ... read more

CANNES – Putting brand messages next to content that appeals to an audience of likely customers for years has been the basic strategy for contextual advertising. That methodology was overshadowed as advertisers relied on technologies ... read more

CANNES — Brands are renewing their interest in contextual signals that indicate where consumers saw an advertisement as tracking cookies and device identifiers become less reliable for audience targeting. Artificial intelligence technology such as natural-language ... read more

CANNES — Across the digital ad world, “attention” is rising as a potential metric, even a currency, to fit the new working reality. But what is “attention”, and how can it improve on the norms on offer ... read more

CANNES — There is a common notion that binds two top themes in Christa Carone’s world – opting-in. The president of Infillion, a new company recently formed out of a merger of Gimbal and true[X], wants ... read more

CANNES – Consumers have a variety of ways to view video programming and listen to audio content, often at the same time as they keep their smartphones nearby while watching television. This behavior is challenging ... read more

CANNES — People are dividing their time among more media channels and connected devices, pushing advertisers to demand better measurement of consumer behavior. The rapid growth in streaming, especially during the onset of the pandemic, ... read more

Millions of U.S. households are hooking up their televisions to the internet, opening up a chance to see a wider selection of programming from the growing number of connected TV apps. Those viewers expect to ... read more

The media industry has been through a couple of years in which ad buyers swerved away from news media for fear troubling stories would put off audiences. By and large, industry education efforts have succeeded ... read more

CANNES — Over the last few years, the industry has heard a lot about “purpose-driven marketing”. But, in a world that is still created by people, purpose has a much wider, deeper and earlier resonance. In ... read more

It was an extraordinary gathering attended by 350 movers and shakers over five days, and included meaningful conversations with 60 speakers led by our accomplished moderators. More than an ephemeral event, our Cannes activation was ... read more

If you thought Mastercard’s brand revision was just about the logo, think again, listen up or… have a sniff. For Raja Rajamannar, Chief Marketing Communications Officer & President, Healthcare Business, Mastercard, marketing has to go “multi-sensory”. ... read more