Discovery Communication's acquisition of San Francisico-based video Web studio Revision3, which was announced early last month, has closed.
For an explanation of the purchase, we spoke with Discovery's Chief Digital Officer J.B. Perrette who explains the unique value of Revision3 "authentic" programming, its engagement show-based communities and the network's advertising tactics of deep brand integration.
Our Nitya Rajan caught up with him in the network's New York offices.
Andy Plesser
ORLANDO, Fl – The broadcast company behind A&E, History and Lifetime believes that engaging modern audiences overwhelmed by choice is all about serving them wherever they are in their journey. A+E Networks has been an active player in connected TV (CTV) for several years. For advertisers, the company aims to match the audience at the […]
Retailers that sell digital advertising for the past decade have been grouped into a category generally known as retail media networks. But as these networks have proliferated and grown more sophisticated, brands are pushing them to do more than delivering niche audiences. “Over the past year, there’s been a really big push from both … […]
In 2024, AI in advertising moved from hypothetical to real-world adoption – but how did it play out? One agency, Dentsu, says it is getting a big lift from an AI partnership with Microsoft Advertising. “Our vision is to make AI an integral part of how we solve problems, whether it’s analyzing data more effectively, […]
Millions of households in the past 15 years have connected their televisions directly to the internet to expand the range of programming they can watch on demand. Advertisers have followed, seeking to combine the storytelling power of television with addressability to different audience segments. “CTV is a combination of internet technology with the television experience, […]
ORLANDO, Fl — Can artificial intelligence help sell diapers and toothpaste? In 2024, AI’s application in ad agencies seemed to move from theory to practice. In this video interview with Beet.TV, household-goods brand umbrella group Procter & Gamble’s Chief Brand Officer Marc Pritchard said the company is seeing real productivity boosts from AI in ads. […]
Consumers today have immediate access to video programming through some kind of connected device, whether it’s a smart TV, a wireless tablet or mobile phone. That accessibility gives brands more ways to reach consumers in a variety of different contexts. “Content can be distributed and consumed in many different formats on many different size screens,” […]
Kroger’s advertising division is discovering the joy of retail media plus addressability means fewer ad impressions can generate the same sales impact. “For two years now, we’ve seen that we have the ability to use that level of precision at scale,” according to Cara Pratt, SVP of Kroger Precision Marketing at 84.51°. “We can deploy […]
When Microsoft launched its Copilot AI assistant in 2023, it included a personalized advertising element based on picking up commercial intent from user conversations. The results were promising. Blending AI chat with ads is potentially difficult territory. But, after a recent update, the company’s advertising division is more sure than ever that the two can […]
ORLANDO, Fl — The cross-media measurement unit announced by the ANA this summer is preparing to launch, by building out a panel. In June, the ANA announced Aquila, an effort to “govern, operationalize, and execute” cross-screen measurement. In this video interview with Beet.TV, Bill Tucker, Group EVP of the Association of National Advertisers (ANA) and […]
Commerce media aims to convert viewers of content, which includes everything from social media posts to television programming, into shoppers for products and services. In some ways, commerce media collapses the traditional purchase funnel, bringing brand awareness closer to a final sale. “You need to have a point-of-purchase experience, and you have to enable advertisers […]
Consumers are increasingly turning to free ad-supported streaming (FAST) services, with a 57% shift over the last year alone, according to Courtney Howell, Head of Media & Advertising Sales at Samsung Ads. This adoption is driven by several factors, including the ability for marketers to reach audiences at scale and for consumers to access premium, […]
Kinective Media, the advertising arm of United Airlines, is hoping its ad offering can become more immersive, by partnering with Starlink to support streaming and gaming in the air. Since launching in June, Kinective has attracted a diverse range of advertisers looking to tap into United’s vast customer base. “What we think about Kinective Meda […]
Retail media is already the third-largest digital ad channel in the US – and it is forecast to make up a quarter of all digital ad spending by 2028, according to eMarketer. That is because it comprises a distinctive mix of consumer transaction data and advertising inventory. But companies emerging in the space should set […]
TikTok may be seen as a passive entertainment platform where users come to be entertained and educated. But the platform is seeing a shift in how users engage, with many now willing to take action by searching and making purchases based on what they see. “We are seeing 61% of the users that come to TikTok to […]
AMENIA, NY — There is more data available for TV ad buyers to leverage for improved targeting than many of them appreciate. That is according to one executive who helps brands better understand their customers. In this video interview with Beet.TV’s Rob Williams., Brad Danaher, VP, Advanced TV, TransUnion, said his company often finds itself […]
When it comes to breast cancer, many people believe it’s primarily hereditary. However, as Cara Lewis, a 19-year breast cancer survivor, points out, a large percentage of women diagnosed each year – somewhere around 40-50% – have no family history of the disease. Lewis, who is Chief Investment & activation Officer, dentsu international, and was […]
The worlds of retail media and commerce media are evolving fast, but a shakeout is coming as companies decide which part of the landscape they want to own. That is according to Brian Monahan, Global Client President and Head of Retail Media Solutions at agency holding group Dentsu. “It’ll be interesting to see the shakeout […]
As the customer journey spreads across multiple devices, channels and platforms, data is becoming “more sparse and fragmented”, leaving gaps in traditional attribution methods. TikTok says it will have a “busy year ahead”, launching new advertising and measurement tools. In this video interview with Beet.TV, Ann Nguyen, Global Head of Measurement, Product Solutions & Operations […]
In the immersive world of Roblox, gamers come for entertainment and connection with friends. But the platform is also proving to be a new tool for creators and advertisers alike. A recent study found that over the past seven years, more than 18,000 creator jobs have been generated through Roblox. “Roblox offers a whole suite […]
In a crowded streaming market, Philo wants to set itself apart with a focus on delivering value and accessibility to customers seeking entertainment and lifestyle content. The virtual MVPD (multichannel video programming distributor) has carved out a niche by offering a more affordable bundle that excludes sports, while providing an extensive lineup of programming from […]
Diagnosed with breast cancer at age 29, Cara Lewis’ perspective on the priorities of work and personal life were profoundly changed. Timed to Breast Cancer Awareness Month, Beet.TV has republished Cara’s 2023 interview, where Dentsu’s Chief Investment & Activation Officer discusses her journey and her role as an advocate. Cara told Beet.TV her health journey […]