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CTV’s Growth Will Pivot on Audience Data, Viewer Experiences: Mindshare’s Denise Ocasio

SANTA MONICA, Calif. – Connected television is in its infancy compared with decades-old linear television, and its ultimate success as an advertising medium will depend on a dynamic mix of influences. Two key components will be data usage and the viewer experience. “How CTV platforms use data, what integrations they're looking at, who are they integrating data with -- that's super important,” Denise Ocasio, executive director of investment at WPP’s Mindshare, said in this interview at the Santa Monica Beet Retreat with Beet.TV contributor Rob Williams. Aside from helping advertisers to integrate [...]

Posted on 12/11/2024 at 3:43

Beet Retreat Santa Monica 2024 presented by OpenX, Publica by IAS, Snowflake & Spotter

Recent Videos

Show-Level Data, Standardized Signals Top CTV Transparency Issues: Philo’s Aulden Kaye Yi

Connected TV (CTV) presents a paradox. It promises targeted advertising and detailed viewer data, yet simultaneously grapples with transparency and brand safety challenges. While advertisers yearn for show-level insights, the one-to-one nature of CTV impressions raises privacy flags. One executive pushing for greater transparency in CTV advertising is Aulden Kaye Yi, Head of Advertising Partnerships at Philo, a US-based streaming television [...]

Converging CTV & Ecommerce Will Be Key Theme at CES: Samsung Ads’ Courtney Howell

CES offers a window into the technologies that will make people’s lives easier to manage, and that’s especially true as artificial intelligence makes products and services smarter or more responsive to consumers. “AI and machine learning are a hot topic in our industry. I imagine there's going to be a lot of conversation around AI, but specifically the impact of AI [...]

Data Collaboration Is Key to Results-Driven Advertising: Snowflake’s Bill Stratton

SANTA MONICA, Calif. – It’s estimated that about 400 billion gigabytes of data are created every day, challenging decision makers to find the best ways to mine this information for insights. Because data is often spread among a variety of organizations including advertisers, agencies, media companies and ad-tech companies, collaboration is needed to unlock deeper insights. “The fact that marketers really [...]

Addressability Relies on Data Insights That Ensure Proper Targeting: Spark Foundry’s Lisa Giacosa

Addressable advertising is an important tool in helping marketers reach television audiences based on key criteria, providing enough precision to ensure campaigns are relevant to viewers. Accurate information about consumers underpins these vital media functions. Addressability is “about having that data layer and understanding that data becomes humans and humans are data, and being able to understand exactly who you're targeting,” [...]

Focused Content Signals Drive 7X Higher CTV Bid Rate: OpenX’s Close

SANTA MONICA, Calif. — Lack of transparency and data standardization are two of the issues plaguing the booming programmatic space, leading to inaccuracies and inconsistencies in how CTV signals are communicated and translated. To address these challenges, OpenX has taken steps to normalize CTV signals by distilling them down into a standardized, uniform taxonomy that publishers can plug into and buyers [...]

JourneyTV’s In-Car Screens Help Brands Reach Ride-Share Viewers: Uber’s Patrick Colletto

SANTA MONICA, Calif. – Ride-share giant Uber Technologies seeks to give brands a way to reach consumers as they take trips, whether it’s to the airport or the community shopping center. This reach not only includes its mobile app, but its growing JourneyTV network of tablet screens being installed into millions of ride-share vehicles. “We saw a great reception from our [...]

CES Will Highlight CTV’s Convergence With Retail Media: LG Ad’s Mike Brooks

LG Electronics is one of the biggest consumer electronics companies in the world, making CES a vital event for showcasing its latest wares. As a maker of internet-connected televisions, LG’s advertising sales unit, LG Ad Solutions, gives brands a way to engage target audiences on the largest screen in their homes. “LG Ad Solutions differentiates itself, especially at CES, with its [...]

Powering Programmatic: LG Ad Solutions, Magnite Expand Global Partnership

LG Ad Solutions today announced the renewal of a global partnership that keeps Magnite as its primary sell-side platform and Magnite's SpringServe ad server for new activations. With the partnership, advertisers can use Magnite’s ClearLine self-service tools to directly access and purchase premium video inventory with full transparency and control. New Programmatic Ad Formats ClearLine for the first time will let brands place [...]

Women in Marketing Thrive With Clear Targets for Success: E.L.F. Beauty’s Aja Johnson

SANTA MONICA, Calif. – Women are responsible for a significant majority of purchase decisions worldwide, making insights into their wants and needs extremely valuable to marketers of consumers brands. Women who work at these brands have pushed for recognition of their special role in making products for women and in devising advertising that engages their key audiences. “A lot of my [...]

Open Measurement SDK Offers True Transparency: Publica’s Wilhite

SANTA MONICA, Calif. – Could an IAB Tech Lab measurement initiative herald the future of video ad measurement? Open Measurement SDK (OM SDK) is designed to facilitate third party viewability and verification measurement for ads served to web video and mobile app environments. In this video interview with Beet.TV, James Wilhite, VP of Product at Publica by IAS, said he believes it [...]

CES Will Showcase AI Adoption Everywhere, All the Time: Adobe’s Denise Colella

CES, or what used to be known as the Consumer Electronics Show, each year helps to set the tone for the innovative products and services that people can expect to see coming to market. Artificial intelligence has become a key part of innovation as marketers adopt the technology to provide better experiences for their customers. “I definitely expect to see AI [...]

‘An Inspiring Underdog’: Dentsu’s Cara Lewis on Addressable TV’s Growth

As addressable TV grows beyond its roots in categories like autos, new challenges have appeared around targeting, measurement, cost and creative. But the opportunity is also now seeing kinds of ad buyers adopting addressable. In this video interview with Beet.TV, Cara Lewis, Chief Investment & Activation Officer at dentsu international, said the addressable ad market is maturing, but there are still obstacles [...]

Creators Support Authentic Bonds With Engaged Viewers: Spotter’s Lauren Benedict

SANTA MONICA, Calif. – Creators are remaking the media landscape, giving brands new ways to reach audiences of highly engaged fans, enthusiasts and followers. Amid this transformation, create platform Spotter is spending hundreds of millions of dollars to license Creator content that’s monetized through partnerships with brands. “These Creators are really building expectations with audiences and engagement with audiences in new [...]

The Essence of the Beet Retreat: Moving the Industry Forward by ‘Doing’

“I was fascinated by the camaraderie and the community that Andy and the team have built," says Terence Kawaja, founder, CEO of LUMA Partners. "There’s a tangibility to the discussions that I’ve noticed. Beet Retreat, people go to do. These people, they’re doers, not talkers.” Kawaja is one of many industry leaders who share how they've benefited from Retreat insights and [...]

CES Brings Marketers New Opportunities – And New Challenges: Epsilon’s Doran

CES, the annual Consumer Electronics Show, is a time of excitement for gadget lovers and innovators alike. But for marketers, it can also bring a sense of trepidation. As new devices and services hit the market, they create fragmented consumer experiences that can be difficult for marketers to navigate. At the same time, these innovations offer new opportunities to connect with [...]

First-Party Data Are Driving Next Stage of Addressability: PMG’s Sam Bloom

Customer data have become more valuable as marketers adopt newer technologies to unlock insights such as the best ways to reach their clientele across a variety of media platforms. These methods are helping advertisers to wean themselves from tracking cookies that have underpinned online marketing for the past 30 years. “In the olden days we could rely on cookies and other [...]

‘Agentic Flows’ Supercharge AI’s Capabilities for Marketers: Kinesso’s Graham Wilkinson

SANTA MONICA, Calif. – The popularity of OpenAI’s ChatGPT app helped to demonstrate to millions of people the power of artificial intelligence -- and specifically, generative AI that’s capable of creating content based on instructions in everyday language. While AI applications in the advertising business have been around for years, the technology will continue to shape how work is done. “Artificial [...]

Addressable TV Unlocks Precision Audience Targeting Across Screens: Effectv’s Pooja Midha

SANTA MONICA, Calif. – Comcast Cable’s advertising sales division expects addressable TV to shift from a test budget to a "must-have" in the coming year, with continued growth in the upfronts. Amid a fragmented media landscape, advertisers are increasingly turning to addressable TV to precisely reach their target audiences across traditional TV, streaming and other devices. In this video interview with Beet.TV, [...]

Addressable Advertising Adoption Accelerates in Upfront Buys: Comcast’s Allen

The adoption of addressable advertising is accelerating, with 65% of advertisers including it in their upfront negotiations this year, according to Larry Allen, VP & GM of Addressable Enablement at Comcast Advertising. Of those who have not yet used addressable advertising, two-thirds intend to do so in next year's upfront. Allen attributes this growth to the education and organization efforts of [...]

Driving Performance on Connected TV: Google’s Matt McDonald

SANTA MONICA, Calif. — As advertisers seek to drive results across various platforms, connected TV is emerging as a key opportunity for performance media. While traditional TV advertising has focused on reach and frequency metrics, Matt McDonald, Global Head of Connected TV & Streaming at Google said advertisers are increasingly looking for ways to understand how their campaigns drive awareness, consideration [...]