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Creators Offer Deeper Audience Connections than Influencers: Spotter’s Pathak

Somewhere along the line, in the last five years, "influencer marketing" morphed into "creator partnerships". In bald terms, that's the difference between heavy-handed branding and letting creators drive their content. For marketers looking to tap into the creator economy, there are key differences between creators and influencers that make creators a more valuable avenue for reaching audiences, according to Vineet Pathak, VP of ad sales research, insights and measurement at Spotter. One major difference, he says, is the length of content, with creator videos averaging around 22 minutes compared to under a [...]

Posted on 02/19/2025 at4:55

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Recent Videos

Cognitiv’s Danetz on the Value of Networking in San Juan

It may be a digital world - but executives still look forward to meeting in person to debate the latest industry developments. That's what they will be doing at Beet Retreat San Juan, Beet.TV's executive retreat for industry leaders, Feb. 26 to 28. In this video interview with Beet.TV, Eric Daentz, president, Cognitiv, explains why he is looking forward to the event. Human [...]

OMD’s Irving: Tech Partners Streamline Cross-Platform Execution

Ad agencies may be more tech-savvy than they used to be - but they still lean on a lot of support from pure-play software partners to simplify and streamline their cross-platform campaigns. By utilizing holistic planning and buying activation tools, OMD is able to show consistency through their executions. "Technology providers like FreeWheel play a critical role in really streamlining what that [...]

Programmatic CTV and AI’s Media Insights Will Be Key Topics at Beet Retreat San Juan: Index Exchange’s Andrew Casale

Streaming video has overtaken traditional linear television among a variety of metrics including viewership time. Advertisers are following these audiences, but additional work is needed to transform the automated buying and selling of commercials on connected television, as attendees of the upcoming Beet Retreat San Juan will discuss in greater detail. “In streaming, it's all about live: bringing more great live [...]

Converged TV Demands Holistic Video Advertising Strategy: Mediahub’s Michael Piner

Consumers are dividing their viewing time among a growing variety of devices that include everything from smart TVs to mobile phones to wearables. This more complex environment has pushed brands and media buyers to devise strategies to engage cross-platform audiences. “What we're doing very simply is taking a holistic approach to video that really is about video everywhere on all screens, [...]

Let’s Help the Children of Puerto Rico During This Time of Uncertainty

For over fifty years, the Boys & Girls Clubs of Puerto Rico has provided recreational, educational, cultural, and life-skills services to Puerto Rican youths. Recently, it has expanded its services to include prenatal care and job training for adults ages up to 60. In San Juan last week, we sat down with the new president of the organization, Alma Frontera Colón to [...]

A Pact to Act: TransUnion’s Julie Clark Looks Forward to Beet Retreat San Juan 2025

With just a week to go, thoughts in the digital media and advertising ecosystem are turning to Beet Retreat San Juan 2025, Beet.TV's executive retreat for industry leaders. Famously started by Beet.TV founder, CEO Andy Plesser, the retreats are known for assembling executives across three days of discussion and networking. In this video interview with Beet.TV, Julie Clark, SVP of media and [...]

Retail Media Networks Need to Activate Data at Scale, Says Index Exchange Exec

Retail media networks (RMNs) are changing advertising offering a new way to reach shoppers and measure campaign performance. For media owners, they promise a powerful new revenue stream, if only they can manage the complexity and scale inherent to these rapidly evolving technologies. That’s why many RMNs are now partnering with sell-side platforms (SSPs), explained Mike McNeeley, SVP, product, Index Exchange, in [...]

“POSSIBLE” Brings Together Marketing, Technology, and Culture for Business Opportunities

POSSIBLE, the marketing conference now in its third year, is expecting significant growth in both partners and attendees for this year's event, according to Christian Muche, co-founder of POSSIBLE. The conference aims to connect the dots between marketing, technology, and culture, providing a platform for the marketing ecosystem to come together. Speaking with Beet.TV, Muche emphasized that POSSIBLE goes beyond just being [...]

AI Delivers Results for Marketers Amid Shifts in Consumer Behavior: Google’s Sadie Thoma

PALM SPRINGS, Calif. – Artificial intelligence is helping brands to boost the efficacy of their marketing efforts amid the ongoing shifts in consumer behaviors. Search giant Google is seeking to put these powerful tools into the hands of advertisers. “Consumer behavior is getting very complex to track. Journeys are so different for each one of us,” Sadie Thoma, director of U.S. [...]

Albertsons Bullish on CTV for Full-Funnel Effectiveness

LAS VEGAS — Is connected TV advertising for the top or the bottom of the marketing funnel? Liz Roche thinks it excels across the gamut. Albertsons Media Collective announced its CTV product, Collective TV, at Cannes Lions, and Roche, VP of media and measurement, believes the channel can account for significant top-of-funnel activity while also being measurable and allowing for data [...]

Measurement Transparency Helps to Track Ad Outcomes: Home Depot’s Zachary Darkow

Advertisers are demanding more evidence that their media spending is driving an outcome, making transparency into cross-platform measurement a greater priority. The Home Depot is focused on “things like transparency with our partners and our suppliers. That's a big priority for us…making sure we're consistently measuring across different platforms and different formats,” Zachary Darkow, senior director of marketing activation and measurement [...]

Wurl’s Crofut: Context Is the Key to Unlock CTV Ads in 2025

LAS VEGAS — Connected TV and streaming is abundant and streaming rates are exploding. So, why can showing the right ad to the right viewer be so difficult? For Peter Crofut, the problem is about matching ad, content and context. In this video interview with Beet.TV, the VP of business development for agencies and brands at Wurl, said more consumers are willing [...]

The Convergence of Convergences: Paskalis Previews Beet Retreat San Juan’s Hot Topics

The advertising world is undergoing a massive shift in audience understanding — but, according to one industry veteran, the future lies not in knowing who customers are, but what they want. Amid data privacy concerns and the rise of artificial intelligence, marketers are having to rethink their strategies. Lou Paskalis, founder and CEO of AJL Advisory, calls it “the convergence of convergences.” [...]

Beyond QR: Shoppable TV will Ditch Codes for Smarter, Scalable Systems: Ty Cooper, The Take

Are TV viewers really watching the screen anymore, or do they have their phones in their hands? This is the question facing TV manufacturers. But, if viewers are shopping for the things they’re seeing on screen, that may be a win for TV companies. Ty Cooper, founder and CEO at The Take, which provides shoppable television technology, believes the current way that [...]

LiveRamp’s Howe: Media Networks Must Stay Focused on Customer Experience

PALM SPRINGS, Calif. — Once upon a time, it was “retail media networks”. Then, it was “commerce media”. But the hot trend, according to one industry leader, has moved beyond both of those monikers, because the opportunity is bigger than commerce alone. Now, virtually every company on the planet that has data is trying to figure out how they can activate [...]

AI Helps Publishers Provide Contextual Signals to Brands: EXTE’s Mat Doherty

LAS VEGAS – Marketers and media buyers are seeking more assurance that their automated advertising placements appear amid publisher content that’s not only brand-appropriate, but also is most likely to trigger an outcome such as a sale, store visit or app download. Artificial intelligence is helping to improve this process, though there are misconceptions about its capabilities. “There's a lot of [...]

Retailers Struggle to Leverage Programmatic for Onsite Monetization: PubMatic’s Mian

PALM SPRINGS, Calif. – Retail media may be booming, but many retailers are struggling to figure out how to use programmatic advertising to monetize their websites and mobile apps, according to one company helping them monetize inventory. While some retailers sell ads using traditional methodson their platforms, Hashim Mian, VP of commerce media at PubMatic, believes there is a significant opportunity [...]

Mediabrands’ Bosetti: Holistic Measurement Essential for Converged TV Success

As audiences fragment across linear TV, streaming and social video, advertisers are trying to reaggregate them for effective cross-screen measurement. But success ultimately hinges on driving tangible outcomes for clients, according to the woman heading spending at one major ad agency. In this video interview with Beet.TV, Maureen Bosetti, chief investment officer, IPG Mediabrands, says outcomes drive everything. Innovations in cross-screen measurement Bosetti sees [...]

Teads’ Secret Aims to Level the Playing Field for the Open Internet

LAS VEGAS — The open internet has become increasingly fragmented over the last decade. In this video interview with Beet.TV, Katie Secret, EVP of marketing at Teads (formerly Outbrain), described how the proliferation of channels, content types, and platforms has created a need for more holistic ad solutions that can show value across the entire media mix. Outbrain combined with Teads [...]

Hershey’s Rinaldi Takes a Bite Of Adland’s New Creative Tech

For a 131-year-old, The Hershey Company certainly has an appetite for new technology. The confectionary company has been rolling out a suite of new activities to support creative development. In this video interview with Beet.TV, Vinny Rinaldi, VP of media and marketing technology, explains his philosophy. Innovation imperative Rinaldi said he believes that the acceleration of creative technology will be one of the most [...]