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CTV’s Premium Content Helps to Showcase Brands: Roku’s Jason Schifrien

With awards season in full swing, it’s again apparent that streaming platforms are delivering the high-quality content that not only drives industry recognition but also television viewership. Audience data help advertisers to reach key consumer groups on internet-connected television. “When thinking about transparency, it's really important that buyers have accurate signals to understand what they're buying,” Jason Schifrien, direct of ads product marketing at streaming pioneer Roku, said in this interview with Lisa Granatstein, editorial director of Beet.TV. “An advertiser can buy CTV impressions from many different players,” Schifrien said. “It's on [...]

Posted on 01/14/2025 at 12:36

CTV Unlocked: Driving Transparency and Brand Safety in a Fragmented World, a Beet.TV Leadership Series, presented by IAS

Recent Videos

Biddable Live Sports, ‘Magic Words’ Help Brands Reach Key TV Audiences: Disney’s Matt Barnes

LAS VEGAS – Disney launched an advertising certification for live sports and entertainment, along with biddable deals for live sports using its ad server, the media giant announced at CES 2025. Google Display & Video 360, The Trade Desk and Yahoo DSP are the first demand-side platforms to receive the certification, while Magnite is the only third-party supply-side partner at launch. “For [...]

ITV Revs Up Ad Innovation Engine With Retail Media and Lead-Gen Ads: Jayesh Rajdev

LONDON – The UK’s leading commercial TV broadcaster has transformed its fortunes from a digital laggard to an operator driving change in British programmatic TV advertising. ITV is continuing to invest in mass audience experiences for linear broadcasting while building experiences for streaming audiences, according to Jayesh Rajdev, Controller of Advanced Advertising at ITV. The change has come thanks to two platforms [...]

OMG Ups Its Search Game With Google, Amazon, TikTok

LAS VEGAS — Search is changing — but so are the ad agencies that have long relied on the channel to reach audiences. At CES, Omnicom announced several new search-related partnerships with tech companies including the “granddaddy” of search, an indication that both sides are keen to evolve the opportunity. What's more, OMG, and partner TikTok, which has quickly been picking up [...]

Brits Still Love Live TV, Says Kinesso’s Odeneye

LONDON – The so-called “death of linear” may be over-hyped, at least in the UK. That's the view of one senior agency executive, who says the shift to connected and streaming TV isn’t happening as fast as some industry chatter might suggest. While it’s true younger viewers are increasingly streaming video, even they still watch a good amount of traditional television, [...]

Comcast’s Universal Ads Platform Aims to Simplify Premium Video Ads for SMBs: NBCU’s Marshall

LAS VEGAS — The media industry has experienced significant fragmentation, making it difficult for advertisers to achieve scale and target effectively. NBCU aims to address that with a new, centralized platform that simplifies access to premium video inventory. Comcast’s new Universal Ads platform sets out to streamline the buying process for smaller advertisers, in particular. "We’re creating an ‘easy’ button for the industry [...]

Comcast Advertising Aims to Make TV Ad Buying as Simple as Social

LAS VEGAS — Comcast Advertising has unveiled Universal Ads, an industry platform designed to make it easy for advertisers who have built their businesses on social video and YouTube to buy premium video advertising. The goal is to open up the power of premium video to millions of advertisers. "We believe that premium video as a category drives performance, but we've got [...]

Xumo Sees Sharp TVs as ‘Groundbreaking’ Move into Premium Tier

LAS VEGAS — Free ad-supported streaming TV (FAST) operator Xumo is partnering with Japanese electronics manufacturer Sharp to make its platform the operating system on a new line of Sharp TVs. Xumo plans to launch with Sharp “this year” on sets ranging from 50- to 85-inch screens in the Sharp Aquos QLED series, said Stephanie Cassi, SVP of sales and marketing [...]

AI Creative, Self-Serve Buying Unlock CTV for Smaller Buyers: Simulmedia’s Morgan

LONDON – “What is connected TV?” The answer to that question may seem straightforward — but could a lack of consensus be holding the industry back? It's critical for the industry to define what constitutes Connected TV (CTV) advertising, according to Dave Morgan, Founder & CEO of Simulmedia, in this video interview with Beet.TV. Morgan emphasized the importance of distinguishing between CTV [...]

CES’s Retail Media Interest Foretells Great Things: CMX’s Paul Lentz

CES is the premiere showcase for consumer electronics companies, but the pervasiveness of technology throughout the global economy has drawn in other companies such as retailers that sell advertising. They have vast troves of consumer data that are helpful to marketers seeking to reach the right audience at the right time. “One of the things that I'm particularly excited about for [...]

AI’s Transformation of Omnichannel Personalization Has Only Just Begun: IAS’s Jim Egan

Artificial intelligence has the power to transform omnichannel personalization for brands – that is, helping marketers to create individualized experiences for each consumer based on their preferences. “Marketers are using AI to develop the right ... permutations of creative to ensure that the right message is getting delivered to the right audience at the right time in the right context,” Jim [...]

Brands Unhappy With Current State of Media Measurement: ISBA’s Smith

LONDON – Brands are increasingly dissatisfied with the current media measurement landscape, both in terms of joint industry currencies and proprietary solutions provided by agencies, and are seeking accountable and audited cross-media data. That is the view from the umbrella body representing the biggest brands in the UK. Phil Smith, Director General, ISBA, in this video interview with Beet.TV, said the dissatisfaction [...]

FreeWheel’s Mark McKee: CTV Can Democratize Ads For Smaller Businesses

LONDON – Outside of local cable, TV advertising has traditionally been the preserve of big brands. But connected TV is changing that. In fact, in this video interview with Beet.TV, Mark McKee, EVP & GM, FreeWheel, said the medium could democratize TV advertising for smaller ad buyers. Simplifying the CTV Ecosystem for 2025 Speaking at The Future of TV Advertising Global, McKee acknowledged the [...]

Streaming Needs More Standards, Live Events Are Next Frontier: Index Exchange’s Gardner

LONDON – Streaming TV may have come a long way - but it still has a way to go to support burgeoning consumer behaviors. That’s the view according to one ad-tech leader whose company operates a major digital ad marketplace. In this video interview with Beet.TV, Alex Gardner, Chief Revenue Officer, Index Exchange, says the industry has much work to do to [...]

CES’s Growing Retail Media Presence Points to Innovation: Spark Foundry’s April Carlisle

CES traditionally has been the domain of consumer electronics companies showcasing the latest flat-screen TVs, laptops, wearables, connected devices and smart-home gadgetry. What’s less appreciated is the growing presence of retailers that highlight the ways they’re adopting technology. “What's interesting is you would expect to see retailers that are e-commerce pure play, such as Amazon, because of course, they're selling all [...]

Mobile Games Engage Broad Group of Consumers With Brands: Zynga’s Gabrielle Heyman

SANTA MONICA, Calif. – Mobile games have become a key advertising platform with their power to immerse consumers in a fun digital environment that’s conducive to brand messaging. The pervasiveness of smartphones also helps to reach a broad audience. “A core component of what we do in my team's mission is actually to bring brands to consumers through the power of [...]

Curating Ad Inventory Key to Open Web Success: Infolinks’ Bob Regular

SANTA MONICA, Calif. – The ad-tech world loves acronyms and trending concepts. Lately, "curation" has been making waves. But what does it mean, and why should advertisers care? Simply put, curation is the art of distilling the vast ocean of digital ad inventory into a manageable stream of high-quality, targetable options. Programmatic advertising has created a universe of ad opportunities, but [...]

CTV Interaction With Viewers Is Poised for Growth: Moloco’s Jake Richardson

SANTA MONICA, Calif. – Smartphones became major drivers of ecommerce with high-touch interactions and portability that augmented the experience of online shopping. Connected televisions are similarly transactional with remote controls and QR codes that viewers scan with their camera phones, though consumer adoption is still questionable. “We're in literally the first inning, not to use a sports metaphor, but literally the [...]

CES Exhibitors Who Offer Value to Consumers Deserve Attention: Circana’s Paul Gagnon

CES serves as a major showcase for a variety of new technologies, products and services – and the ones that offer real value to inflation-ravaged consumers likely will get attention, according to a consumer technology expert. “Value is something that we've really seen consumers focus in on in 2024, and part of value is getting the most out of the products [...]

CTV Ad Innovation Is Scoring Big With Live Sports Viewers: Innovid’s Cushion

SANTA MONICA, Calif. – The shift from linear TV to connected television (CTV) is accelerating, and live sports is one of the last holdouts for ad dollars and innovation. However, this is changing rapidly as viewers increasingly stream live sports events on CTV platforms. Innovid, a company that focuses on CTV advertising, released a report titled "Winning Big in CTV Advertising [...]

CES Will Help to Advance Role of AI for Brands: Digitas CEO Amy Lanzi

CES next week is expected to showcase the ways that artificial intelligence is changing the ways humans interact with gadgets that are capable of learning how to personalize experiences. As a result, AI should be the centerpiece of any brand strategy, Amy Lanzi, chief executive of Publicis Groupe’s Digitas North America, said in this interview. “We've spent time talking to clients [...]