Advertising Perspectives

Addressable advertising that lets marketers reach different households with different ads on linear TV is set to grow as technical hurdles are overcome. Video ad management platform Beachfront is at the forefront of testing addressability ... read more

The emerging world of connected TV (CTV) advertising often seems to create as many challenges as it does opportunities. Case in point – the ability to target ads in CTV also creates new management tasks ... read more

QR must have had one of the longest gestation periods of any technology. Started in Japan in the mid-nineties, they were initially popular with the countries NTT DoCoMo mobile carrier, but then never quite took ... read more

Advertisers have aspired to find a more holistic view of how people consume media, which has grown more complicated as they divide their time among linear TV, connected TV (CTV) and digital platforms. The demand ... read more

As more people connect their TVs to the internet, marketers are seeking ways to reach consumers among the growing number of streaming services that carry advertising. Streaming-device maker Roku this year highlighted five offerings at ... read more

YouTube today will host its yearly Brandcast showcase of its advertising products and creators as part of the Interactive Advertising Bureau’s NewFront sales presentations. The event is especially significant for the video-sharing platform, which is ... read more

Welcome to this episode of the BeetCast. Today we kick off our second season  with our new sponsor in Mediaocean. A huge thanks for the continuing partnership. Our guest today is Nicolle Pangis, CEO of ... read more

Traditional TV viewing may be waning – but TV’s new tricks mean the medium remains an important part of a leading agency’s media planning. That is the view of an experienced advertising exec who has ... read more

Healthcare marketers have more tools to ensure their advertising is reaching patients who are most likely to seek the advice of doctors and pharmacists. Data-driven targeting can help to raise awareness among those consumers and ... read more

If a tree falls in a forest, but two observers disagree on what exactly happened, did it really make a sound? That is the key question which has suddenly engulfed the craft of TV measurement, ... read more

Cookies may be going away, mobile identifiers may have new controls – but one ad industry veteran says alternative targeting signals are available in the emerging TV and video world. With digital advertising’s traditional signals ... read more

Extreme Reach this month agreed to buy Adstream to combine their platforms for managing video advertising and offer a broader range of services worldwide. The companies have an overlapping presence in few parts of the ... read more

The cord-cutting trend has picked up steam in the past year as more households discover the variety of programming from streaming services, including ones that don’t charge a monthly subscription fee. These ad-based video on ... read more

Media spending is bouncing back, though advertisers are shifting their budgets to digital platforms like connected TV (CTV) that have seen strong viewership growth in the past year. The pandemic led to record cancellations of ... read more

Delighted to have Scott Schiller on this episode of the BeetCast. Scott is a media pioneer, leader and  teacher. Many of you know him from his role at NBC Universal as Executive VP of Advertising. ... read more

VideoAmp has been named as the “data partner of choice” for a new solution Dentsu Media will use to buy linear TV across cable and broadcast. But the partnerships won’t stop there. In this video ... read more

Once upon a time, it was derided as the platform for skateboarding dog videos. But now YouTube is the number-two streaming media platform on TVs and amongst the largest beneficiaries of connected TV advertising spend. ... read more

This year’s upfront sales season will be notable for the heightened interest in digital video platforms whose audiences grew as consumers spent more time at home during pandemic lockdowns. “There’s going to be a tipping ... read more

A pioneer in the addressable TV advertising space is ramping up to enable the latest incarnation of the opportunity. INVIDI began 18 years ago, helping TV providers enable their ad inventory for targeted buying, primarily ... read more

Video games have become a key source of entertainment for millions of people who have been stuck indoors during the pandemic. That shift created opportunities to reach consumers who are elusive to other kinds of ... read more

The decline in ratings for traditional linear TV has challenged brands to find other ways to extend the reach of their marketing campaigns. Increasingly, that means buying media placements on ad-supported video-on-demand (AVOD) platforms whose ... read more

Millions of consumers whose first experience of digital video was on a desktop computer are carrying over those viewing habits to connected TVs. That means YouTube, the video-sharing site owned by Google, has a strong ... read more

Consumers have more media choices than ever before as internet connectivity continues to broaden beyond computers and mobile phones to include television. Linear TV is converging with on-demand digital channels, and media companies are seeking ... read more

I am delighted to welcome my dear friend Tracey Scheppach to this episode of the #BeetCast. I call her the “mother of addressable TV”. Well, she didn’t exactly invent addressable TV but she was by ... read more

ATLANTA – As the upfront TV ad sales season gets going, will connected and addressable TV finally make a big splash, or will it fail to convince buyers it doesn’t have to be so complicated? ... read more

Sports fans will find a way to watch their favorite players and teams despite significant disruptions, as seen in the past year. That commitment gives marketers a chance to connect with consumers even as they ... read more

LOS ANGELES – The growth in streaming services that carry advertising is giving marketers another way to reach consumers through connected devices like smart TVs. Those ad-based video-on-demand (AVOD) services are seeing greater interest from ... read more

TORONTO – If you had told Richard and Maurice McDonald, the founders of McDonald’s in the 1940s, that, one day, they would get to use fine-grain customer data to electronically target fans of particular meals ... read more

Is it a targeted TV ad, swapped-out in a slot carved out for addressability, or is it a traditional linear TV ad, the same one that was always destined to be played out? Thanks to ... read more

The new-wave opportunity to precision-target TV ads at individual households may be novel and may be plagued by operational inefficiencies – but that doesn’t mean ad buyers should sit on their hands. In this video ... read more

This year’s upfront sales season for broadcasters will bring heightened attention to ad-based video-on-demand (AVOD) services. The platforms saw significant gains in viewership as consumers looked for fresh programming, especially sports fans who had to ... read more

The TradeDesk’s new deal with a Publicis Groupe agency division gives it a boost as it aims to popularize its audience identity system across the industry on a non-profit basis. Publicis Groupe’s Epsilon is integrating ... read more

Once upon a time, the ability to target ads at individual linear households was confined to just two minutes of local cable air-time per hour. But new services have expanded the addressable ad opportunity. As ... read more

The most predictive signal for economic action is search and it’s the gateway to all lower funnel activities, says Kevin Krim, CEO of EDO. We’ve covered Kevin’s over the past 10 years in his leadership ... read more

Advertisers are working through a period of major upheaval as rapid shifts in consumer habits coincide with developments in technology, media and the regulatory environment. Amid these changes, executives from a variety of businesses in ... read more

Little by little, the advertising world is picking up the pieces left by the deprecation of third-party cookies, creating alternative mechanisms to reach digital audiences. In the latest, Publicis Groupe is partnering with The Trade ... read more

LOS ANGELES – IRIS.tv is taking an $18 million Series B funding round to tackle problems in connected TV and online video advertising. The LA company offers a contextual video marketplace which uses natural language processing ... read more

The growing variety of video channels give viewers more choices than ever before, while challenging mass marketers to devise ways to reach large-scale groups of consumers. Ad-based video-on-demand (AVOD) services provide a way to reach ... read more

The promise of using data to bring precision to TV ad planning, coupled with the ability to laser-target ads at specific households, hang like shining incentives around addressable television. But new research undertaken by a ... read more

With a glass half-full, the era of addressable and connected television promises advertisers precision targeting to individual households and digitals-style, data-informed ad planning. Many in the industry with the scars from trying to make it ... read more

This year’s upfront sales season will include a stronger presence from streaming platforms that carry advertising and whose audiences have grown substantially in the past year. Those ad-based video-on-demand (AVOD) services present challenges and opportunities ... read more

A new report shows ad buyers have a laundry list of changes they would like to see to addressable TV ads, if audience-based buying is to become more popular. But recent changes may suggest some ... read more

Samba.TV, the company whose software reports TV viewing behavior from millions of American devices, says it has to change tack to cope with changing privacy expectations. Launched in 2008 and backed by investors including Mark ... read more

This week, our podcast guest is  with Gila Wilensky, President of of Xaxis US. She was appointed to the head the agency one year ago, coming from GroupM’s Essence where she was Head of Media ... read more

Television viewing habits have grown to resemble the consumption of digital media as video-on-demand platforms become more popular. Consumer demand for instant gratification in their viewing experience is changing their tolerance for structured commercial breaks. ... read more

National broadcasters increasingly will make more of their advertising inventory addressable, giving marketers a way to show different commercials to different households during the same programming. Instead of being limited to two minutes an hour ... read more

Traditional ad-targeting and measurement methods like third-party cookie matching and mobile identifiers are crumbling, it’s true. But many in the industry are not as pessimistic as some may have you believe. In this video interview ... read more

TripleLift, the ad-tech company that was founded to enable scaled and automated trading of native ad formats for publishers, is taking an investment from Vista Equity Partners to fund its continuing push into connected TV ... read more

Audience data will play a bigger role in this year’s upfront sales season as TV networks tout their strengths in reaching consumers among a bigger variety of platforms. Ad-based video-on-demand (AVOD) services will be more ... read more

Among the healthcare industry’s many innovations in improving care is the analysis of data about patient outcomes. Komodo Health has created a “healthcare map” that applies artificial intelligence to track about 325 million U.S. patients ... read more

Consumers who connect their TVs directly to the internet are becoming more accessible to marketers through the growing number of ad-based video-on-demand services. AVOD platforms are gaining many viewers that had been lost to the ... read more

It may be one of the world’s largest snack companies, with brands like Cadbury, Milka and Oreo. But, when it comes to digital marketing, Mondelēz faced two big challenges: As a consumer packaged goods ... read more

The new power of connected and addressable TV technology offers a remarkable promise – the ability to transform TV from a one-to-many medium in which everyone saw the same ad, to one in which advertising ... read more

For many of us, the issue of hate against Asian Americans  hasn’t been talked about.  But through hate crimes, fostered by the pandemic and economic strains, this has become a pressing matter for us to ... read more

Advertisers seeking to reach a high-growth consumer group must have a strategy for the Hispanic market. With Generation Z emerging as the most multiethnic group in U.S. history and the Hispanic population forecast to expand ... read more

In a further sign that industry companies are coming together to help all boats rise, Fox and Comcast have done a deal through which addressable, household-targeted ads can be sold in Fox-portfolio on-demand video viewed ... read more

In the detritus left by the crumbling of classic digital audience identifiers like cookies and mobile signals, a plethora of tech companies and publishers alike has been building up identity technology of its own. An ... read more

For so many years, ad buyers’ complaint was that the connected TV (CTV) ecosystem had too little inventory. Well, after an explosion of new services and a tsunami of viewer adoption, that has changed. In ... read more

Addressable television is a key priority for marketers that aim to personalize their advertising among different households that watch the same programming, a new survey suggest. Almost half (46%) of brands and agencies said optimizing ... read more

The life of a modern media exec is all about balancing amazing new capabilities with traditional tech that is actually drying up. Case in point – GroupM agency Wavemaker is having to negotiate the ongoing ... read more

Information about media spending provides a roadmap for advertising salespeople looking for an advantage in the marketplace. For Michael Falco, executive vice president of revenue management and strategy at Fox Corp., data about categories of ... read more

What exactly is the power of advertising via connected TV (CTV)? Not just targeting but also fine-grain measurement of the kind that TV advertisers never had before. That is according to one tech executive who ... read more

The upfront advertising sales season this year comes amid the continued disruptions of the pandemic to people’s viewing habits and shopping behaviors. The crisis also has led to concerns about the availability of quality programming ... read more

With e-commerce sales expanding faster than the advertising market, the integration of content and commerce has become a bigger priority for media companies. The pandemic sped up this convergence as consumers shunned brick-and-mortar stores and ... read more

Mediaocean is transforming its advertising software suite for the age of convergence, pulling together its products into a single platform. The move follows the recent integration with 4C, which Mediaocean acquired last year to expand ... read more

SAN JUAN, PR  – Companies should go beyond their established corporate responsibility programs, to become partners in transformation. There is an opportunity  to become deep and longterm partners to bring systematic change, urges Olga Ramos, ... read more

Accounting may not sound like the sexiest part of the media industry – but it is certainly one of the most important, and one which frustrates many media providers and buyers alike. That is why ... read more

The upfronts are no longer just the season of the year when TV and ad execs get together to lock in a bundle of ad-spending commitments for the year ahead. Thanks to new connected TV ... read more

Samsung has quietly engineered itself a position as the number-two ad-supported connected TV service on its own TV sets – by mixing a sprinkle of traditional TV norms with a fresh digital approach. Samsung TV ... read more

Diversity and inclusion among the ranks is essential, but it’s the impact of a diverse workforce on the work that that serves client needs and drives incremental business, says Justin Thomas-Copeland, CEO of DDB North ... read more

Marketers are harnessing consumer data more than ever to help with their audience targeting, but they also face significant uncertainties as privacy becomes a bigger issue. That challenge becomes greater as advertisers look for ways ... read more

Retailers now have a big new opportunity – to become advertising platforms that can help brands reach the right consumers, and track ads’ efficiency. Walmart is now helping its brand product providers do just that, ... read more

According to the accepted depiction of the marketing “funnel”, television is a medium marketers best use to drive initial brand awareness. But that is only because, without access to return-path data, TV has never been ... read more

DENVER – As television advertising becomes more addressable and its creative becomes more personalized for households, the volume of commercials is expected to grow dramatically in the next few years. That growth will make automation ... read more

The growing number of households watching video on connected devices like smart TVs is fueling consumer demand for streaming services. Those viewers have a wider variety of choices, including ad-based video-on-demand (AVOD) platforms like Tubi ... read more

New technology that delivers TV over the internet allows advertisers to start planning and buying TV ads with digital-style tactics. As they do so, many buyers nevertheless want connected TV to start functioning like TV ... read more

If you are a marketer that wants to reach younger viewers, you should not necessarily go to traditional TV anymore. In this video interview with Beet.TV, Dan Robbins, VP of ad marketing and partnerships at ... read more

If you were to chart their rise, graphs are having a moment. Over the last few years, we have heard of “the social graph” and of “identity graphs”. Now there is another piece of infrastructure ... read more

Since its inception, the distribution of podcasts has relied on a downloaded file, sent to users via RSS feed.   But that system has limitations in understanding consumption.   It’s akin to delivering a magazine but not ... read more

As cities and states enacted different lockdown policies during the pandemic, advertisers were challenged to customize their messaging for local media markets. At the same time, they were looking for scale within those local markets ... read more

For many first generation immigrants, assimilation into mainstream society is a top priority.   For Nancy Reyes, the daughter of an El Salvadorian mother, it was a necessity borne out of fear of  immigration enforcement and ... read more

At this point, everyone in advertising knows the world of digital ad targeting is moving away from technologies like cookies. But, when executives talk about migrating to “people-based” methods in their place, what does that ... read more

Pooja Midha, a longtime advanced TV executive at MTV and Disney, and most recently CEO of true[x], has joined Comcast Advertising as Chief Growth Officer, a new position, the company announced on Thursday. We sat ... read more

How do you sell take-out when no-one’s going out? In the new world of over-the-top (OTT) TV advertising, Brooke Bowhay is navigating the pandemic by looking beyond fragmentation, leaning on mobile and leveraging delivery. Bowhay ... read more

Keen to get money flowing back after a horrific year of pandemic effects, broadcasters are set to open up as many ad buying channels as possible when the annual US season of upfront ad deals ... read more

If video killed the radio star, then podcasts, smart speakers and new-wave sales techniques are putting the medium back center-stage. Developments like those – plus in-ear gadgets and in-car systems – mean a new era. ... read more

The fragmentation of the media marketplace has presented new challenges in measuring how viewers spend their time, and how advertisers should allocate their media spending to reach consumers. The challenge has been magnified with the ... read more

CHICAGO – Previously the domain of boutique agencies and specialty divisions. multi-cultural  is now “front and center,” says Mike Solomon, Chief Operating Officer of Omnicom’s PHD US unit in this Beet.TV video hosted by Rita ... read more

The cable TV industry initiative aimed at securely sharing viewer data whilst keeping privacy in mind just levelled-up, by striking a partnership that gives it access to a huge consumer identity graph. Blockgraph – owned ... read more

When TV advertising rebounds, it’s going to be a game enjoyed by different players. Shifting viewing behavior has been compounded by pandemic business economics. In this video interview with Beet.TV, Mark Rotblat, CEO of Tubi, ... read more

The mouse house is big – but few advertisers would want to reach the entirety of Disney’s audience footprint. That’s why Lisa Valentino is offering technology to support refined audience targeting capability. In this video ... read more

In the absence of a federal privacy law, U.S. states are in different stages of drafting or approving regulations to give consumers more control over how their data are used. Marketers that collect consumer data ... read more

LOS ANGELES – The journey to the future of advertising identity is long and winding. Amid the deprecation of third-party cookies and limits on other tactics like mobile identifiers, the industry is striving to develop ... read more

As an immigrant, war refugee and an Arab, Carla Zakhem-Hassan sought to assimilate into American society, but she discovered she needed be true to herself and her life experience. While she “didn’t look like a ... read more

Digital media consumption and online shopping are changing the way the automotive industry thinks about advertising. More consumers are seeking a car-buying experience that resembles the way they buy other products, making digital engagement more ... read more

The increased fragmentation of the media marketplace and rapid changes in viewing behavior have made timely data about ad spending and pricing more important. The Canadian media market isn’t any exception, as advertisers and their ... read more

The introduction of big, complex streaming video services, which are not interoperable, are creating new closed ecosystems or “walled gardens” – presenting new challenges to buyers. This is one of the many topics covered in ... read more

Emblematic of Amobee’s position as a platform serving the buy and sell side, it has hired two of the industry’s leading figures from both: long time agency senior executive Tim Spengler and TV programming veteran ... read more

Advertisers are harnessing first-party data from consumers to improve their media planning and buying strategies. Outback Steakhouse, the restaurant chain run by Bloomin’ Brands Inc., took that approach to reach audiences through over-the-top (OTT) video ... read more