Robert Andrews

Once upon a time, most mobile games carried ads. That was before in-app purchases were introduced. Now the landscape is a mixed economy, but one of the leading publishers, Activision Blizzard, has only just got in on the in-game advertising game. That is why its Activision Blizzard Media recently launched a new initiative aimed at […]

The TV industry is embarking on a shift, from the historic method of measuring and selling TV eyeballs using rough “gross rating points” (GRPs) to selling on real viewership, by digital-style impression. Whilst that may seem like a challenge, given local TV’s patchwork nature, Patrick McCreery isn’t daunted. “The reality is, a lot of the […]

Ten years after it replaced North America’s NTSC, a set of standards for TV transmission, the ATSC just launched the third version of its specifications – and that has some in the industry excited. Coming from the Advanced Television Systems Committee, ATSC 3.0 includes support for the HEVC codec at up to 2160p 4K resolution, […]

For all the hype, machine learning is little more than a way a computer takes a set of existing data and looks for the patterns, in order to make a call as to the likely future outcomes based on new input. That means the technology of the future will depend heavily on the outcomes of […]

How does an insurer valued at $1 billion insure itself against brand failure? By using TV to build its brand and data-driven marketing channels to drive customer sign-ups. Launched in 2015, Hippo Insurance this summer raised a $100 million investment round, ratcheting up its valuation. The company has a fresh approach to providing insurance – […]

ORLANDO — Ad-tech is nice, but it is also a distraction and now it’s time for marketers to refocus on business fundamentals. That was the message from the leader of an umbrella group representing tens of thousands of US brands, as his own conference got under way this week. Bob Liodice, CEO of the Association […]

Over-the-top TV advertising technology holds the potential to drive more specific outcomes for car salespeople.. In fact, the ability to track which car ads were seen by which viewers and which viewers went along to a showroom as a result could be a game-changer, says one broadcast company owner offering that functionality. “Automotive is a […]

ORLANDO — MasterCard’s “Priceless” marketing campaign has been running in various guises since 1997 now. This year, the company has tried to infuse it with “multi-sensory marketing”. But being MasterCard’s chief marketer isn’t all about experience, however. The financial services company is also swimming in consumer financial data to better customize its own offerings and […]

Compared with some of the more troubled parts of the digital advertising ecosystem, TV has always been considered cleaner. Whilst online ad buyers, over the last few years, have wrung their hands over viewability, fraud and supply-chain transparency issues, television – if only because it has been, by definition, disconnected – has sailed on by […]

Local TV is perfectly capable of overhauling the the historic system it uses to sell advertising – because that system has been hiding in plain sight. So says the president of Hearst’s television operation in this video interview with Beet.TV. The industry is embarking on a shift, from the historic method of measuring and selling […]

ORLANDO — It is three years now since the ANA’s K2 Transparency Report kick-started a procession of outcries in media land, accusing agencies of operating a system of rebates and kickbacks that worked against brand clients by hiding substandard effectiveness, leading to ad-tech vendors also being accused of obfuscating “ad-tech tax” fees siphoned away from real advertising spend. […]

They are two of the most talked-about terms in the new digital advertising landscape. But what is the state of “identity graphs” and “people-based marketing“, really? In this video interview with Beet.TV, Chad Engelgau, Global Chief Data Strategist and Head of Client Management at IPG Mediabrands, explains. Identity graphs: “Identity graphs really help you anchor […]

It may date back to 1973 and have been overt-taken in the digital communication fashion stakes by Slack and social – but could email be due a comeback in marketing and communications? Of course, email marketing has remained popular throughout but, as brands got hooked on the targeting powers of digital advertising, many switched strategy. […]

Web publishers are losing advertising sales to closed platforms like Facebook, and may need to start operating like those big guns if they are to claw it back. So says one of the main web ad exchanges that is now moving in to the new world of audience identity solutions. In this video interview with […]

Local TV broadcasters are eyeing replacing the method through which they have made money for decades – but they have so much to gain, says an executive urging them to do just that. Many broadcasters are contemplating a shift, from the historic method of measuring and selling TV eyeballs using rough “gross rating points” (GRPs) […]

Giving publishers better tools to understand the all-over identities of their audiences is the key that will help them compete for advertisers against big tech platforms. That is the growing consensus amongst a cluster of companies aiming to use so-called “identity graphs” to help publishers fight the “walled gardens” of Facebook and Google. “People spend […]

The opportunity is massive, but the silos are deep. In the emerging world, there are enough possibilities and platforms that the market is becoming fragmented. Marc Bourget wants to bring it back together. Bourget is product management VP at Samba TV, a tech platform which helps advertisers approach the new world of connected TV. “All […]

It’s the walled gardens’ world; we just live in it. That is the growing fear in pretty much all walks of society these days. None more so than in media, where, on the one hands, publishers lament the attention and time gobbled by social networks, apps and search platforms, and, on the other, advertisers grumble […]

Three years after it set out to create a digital advertising supply chain platform that set out to ease publishers’ worries, trade association Digital Content Next‘s own private marketplace is now facilitating more than “eight figures” in ad sales, according to the man running the non-profit organization. Over the last few years, a growing number […]

If you are in the ad targeting game, it helps to know who your viewers or readers are. Traditionally, TV has suffered from inadequate knowledge about those viewers. The industry has come to call this “probabilistic” targeting. But its flip side, “deterministic” targeting, promises to give advertisers more accuracy by using real viewer data to […]