Beet Retreat 2016: The Transformation of Television Advertising, presented by Videology with AT&T AdWorks and 605 with The Drum

MIAMI — It’s one of the biggest brands on the block. But, when Bank Of America needed to market a new kind of investment service, it turned to a new kind of advertising. Merrill Edge is BoA’s investment platform for customers that like to control their own investments. And Andrew Deming, BoA’s media leader, says the company […]

MIAMI — In the future, advertisers could reach individual households with customized, targeted TV ads. In fact, that future is already happening. It’s called “addressable TV”, and recent estimates of the number of addressable US TV households count about 45m properties. So what’s next in the addressable journey? Beet.TV convened a panel of leading exponents to offer […]

MIAMI — Recent estimates of the number of addressable US TV households count about 45m properties. The ability to target individual households with different ads at different times is now real. “Over the last three years, (I’ve done) … 250 campaigns, addressable to the household,” recalls Tracey Scheppach, the former long-time SMG advanced TV exec who recently […]

MIAMI — Now around 50 million US homes could be at the end of so-called “addressable” TV, giving advertisers a wider canvas on which to paint household-targeted TV ads. What’s next? Eric Schmitt has identified three big changes occurring amid the revolution. The VP of TV at marketing data company Acxiom, in this panel interview with Beet.TV, offers up the […]

MIAMI — Addressable TV, the idea that brands can target TV viewers at the individual household level using IP connections and data, is growing up, now that it can reportedly target around 50 million US households. But a nationwide footprint is still some way off, many industry execs believe. Tim Hanlon, founder and CEO of […]

What is the value of premium video in the modern marketing mix? Big and growing, according to a three-strong panel assembled by Beet.TV to chew over the latest issues. In this interview, our panelists discuss lingering fraud issues, vendor challenges and the multi-dimensional value of video… Cross-platform brand safety  Brand safety on web may have been […]

If programmatic advertising technology means automation, what place does programmatic have the in the increasingly digital TV business? Unlike the typical picture of programmatic which most people have, TV ads are sold upfront, ahead of time, rather than in real-time. What could TV possible want with programmatic. A panel convened by Beet.TV discusses the options… […]

MIAMI – When the subject is unified audience measurement across viewing platforms, expect metaphors to abound. “Putting lipstick on a pig,” “Chicken and the egg” and “Push the envelope” are among them. And so it was during a panel discussion at the recent Beet.TV. Retreat 2016 as a panel of experts from across the video […]

MIAMI – When it comes to what’s next in TV, Google’s goal is to operate as an open platform for future of TV. “We enable buyers and sellers to activate on data, to support direct deals, and to support programmatic in a seamless and efficient way,” says Jennifer Koester, Director Telco and Video Distribution at Google, in this […]

MIAMI – Maybe it’s fitting that a panel about the promise of advanced television advertising takes place in the state that brought us the Ringling Brothers. While data is fueling more qualitative audience targeting decisions, media agencies and their clients can be forgiven if they often feel like perpetual jugglers. What becomes clear from the […]

MIAMI – As Twitter endeavors to future-proof itself, live video has been trending this year. The traditional 140-character communications platform sees “global video solutions” as a way of letting users view and communicate with all sorts of characters—with advertisers in tow. “If you open up that app today, it looks a hell of a lot […]

MIAMI – Trying to “retrofit” television into digital is harmful because it devalues advertising inventory, according to the CEO of Cadent. Since the company’s rebranding a few years ago from TelAmerica, focusing on value along with direct-selling has helped to upend its customer base from overwhelmingly direct-response TV advertisers to mostly national brands, says Nick […]

MIAMI – Finding needles in hidden haystacks just might be the best metaphor for the current state of cross-platform targeting. As was evident during a panel discussion during the recent Beet.tv Retreat 2016, approaches vary by company and are limited to the best data sources until better ones come along. For Sorenson Media, which uses […]

MIAMI — Back in July, when the sun was still high in the sky and the presidential election was yet to rip the US apart, an event took place in ad-tech land that united two disparate tribes. Mediaocean, whose software helps advertisers automate their operations, acquired INVISION, a peer whose technology helps TV companies do […]

MIAMI — New technology means changing priorities. And marketers’ top priority is now being usurped, as new opportunities present new primary goals. That’s according to one ad-tech exec who spends his life talking with brands about the changing nature of their work. “Used to be, marketing was perceived as a cost center and the primary mission was […]

MIAMI — There are now several technologies coming to the table that aim to help broadcast operators dynamically switch commercials in their ad break to specific viewing households. But, by and large, just like connected TV itself, they depend on boxes, dongles, consoles or widgets connected to a television set. What if you could do dynamic ad replacement in […]

MIAMI — It’s called broad-cast for a reason. TV advertising, especially when its national, reaches a big audience. But in that reach also lays inefficiency. If TV ads reach consumers who can’t even access the buyers’ services, that’s wastage. But new-wave TV-buying techniques, infused with data, can help the problem. “I live in Manhattan,” Videa sales […]

MIAMI — For a modern advertiser, it’s a thorny problem. These days, your customers are reachable on all manner of different screens and devices that, whilst connected to the internet, are not connected to each other. It makes consumers schizophrenic. In other words, they have multiple identities, scattered across services. And that is a targeting nightmare. But many […]

MIAMI – If the transition to more audience-based television advertising was a horse race, data would be in the lead and plumbing would be a laggard. “I think we’re at an important transitional moment from the world of content-based advertising, which is TV’s legacy to an audience based television world,” says Jonathan Steuer. That transition […]

MIAMI – Some people are anxious because addressable television ads represent a mere one percent or so of total TV spending. Then there’s Andrew Ward, who suggests that everyone take a step back and consider how far things have come in the past decade. Back in 2006, when Comcast first debuted addressable ads in Huntsville, […]