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Addressable TV advertising, the delivery of ads to a specific home set-up box, saw its initial value around “sales lift” meaning the affecting of a direct purchase.  As the medium has evolved, marketers are finding value in addressable as it powers “considered purchases,” meaning awareness of goods and services which would be considered for future […]

Fox announced  plans today to offer consumers of its shows on Hulu the opportunity to watch less ads by interacting with one “engagement” ad.   The technology platform for the engagement ad is true[X] – a video adtech company that was acquired by 21st Century Fox last year. At Cannes Lions this past June, we spoke […]

Data and technology provider Experian Marketing Services is the “hub” for the growth of addressable advertising.  It has arrangements with marketers and key cable and satellite operators who deliver addressable TV advertising, explains Brienna Pinnow, who leads Experian Marketing Services’ addressable advertising products. Demand for addressable products have tripled recently, she says. She says the roadmap […]

The staid world of TV ratings business, long dominated by Nielsen,  is in a state of  dramatic change with the recently announced merger of comScore and Rentrak. Another TV ratings provider Tivo Research is aggressively raising  its visibility by giving away its TV ratings for free – at least its “basic” offering, the company has […]

While video’s function in advertising has historically been for branding, it’s now possible to track its impact on sales. While television has been a kind of black box in terms of available insights into how a campaign has actually performed, “now digital closes the loop,” observes Oren Harnevo, CEO of Eyeview, a video ad platform, in […]

The news last week about the acquisition of Rentrak by comScore has been hailed by some as the emergence of a new competitor to Nielsen in the TV ratings space.  For Bill Wise, CEO of  TV media buying platform Mediacean, competition is a good thing, and while the newly combined forces will keep Nielsen “honest,” it […]

ZenithOptimedia  EVP Julian Zilberbrand has been tapped by Viacom as EVP of the newly formed Audience Science unit.  The unit will apply audience targeting around cross-platform delivery of video advertising.  The news was reported this morning by the Wall Street Journal. Earlier this year, during the Digital Content NewFronts, we sat down with Zilberbrand to talk […]

The acquisition of Rentrak by comScore represents “an alternative” approach to Nielsen, says Irwin Gotlieb, Chairman of GroupM, the media buying unit of WPP, in this interview with Beet.TV WPP has had minority ownership positions in both Rentrak and comScore.  It will have a 16 percent stake in the combined company which could go up […]

COLOGNE – Sky’s AdSmart addressable ad program, launched nearly two years ago,  has served ads to  satellite-connected TV’s for nearly 500 advertisers, including some 70 percent who hadn’t been on Sky or indeed on television, explains Jamie West, Deputy Managing Director, SkyMedia, in this interview with Beet.TV We spoke with him on the DMEXCO show floor […]

London-based Unruly, a social video advertising platform, sold for $176 million dollars, it was announced on Wednesday.  In May in New York, we spoke with co-founder and co-ceo Sarah Wood about the company’s products and growth.  We have republished that video today.

Facebook’s Instagram unit has announced a range of new advertising units including a 30-second video ad unit and a premium product called “Marquee” which allows brand to “own” a prime position in the Instagram feed, explains Patrick Harris Global Agency Development lead at Facebook,  in this video interview. He says that advertising on Instagram is launching in […]

For marketers who still have the instinct to use repurposed TV spots for their digital video ads, mobile video remains challenging. It represents a form factor many haven’t figured out. “You have to rethink how you’re telegraphing [your] message and how you’re telling a story in as little as six seconds” or keeping it interesting […]

Despite the rapid pace of media and technology innovation, Procter & Gamble’s former top marketer Jim Stengel observes that the fundamentals of brand building haven’t changed. “A lot of companies lose sight of that,” says Stengel, who left P&G in 2008, in an interview with Beet.TV. “They get consumed by the activity that is possible now, […]

Integral Ad Science, the New York-based tech company that describes itself as  “the leader in quantifying digital media quality” has raised $67 million: $27 million in venture funding from Sapphire Ventures and $40 million in debt financing from Silicon Valley Bank. In this previously published video, company CEO Scott Knoll talks about  how the company […]

Going back a decade, when Millward Brown’s annual BrandZ study tracking the 100 most valuable global brands was first released, only one Chinese company made the list. Now there are 14, including the tech giants Tencent and Alibaba. “Most of them are big brands, but they’re not truly globalized brands yet,” says Doreen Wang, Global […]

CHICAGO — Roughly 45% of display ads in the U.S. are now bought programmatically, and that’s much too big for programmatic buying to be considered a specialization anymore. For that reason, VivaKi’s AOD trading desk has been moving programmatic specialists over to client teams at Publicis Groupe’s media agencies. “It makes sense that we would […]

Storyful, acquired by News Corp in 2013, has for several years been an authoritative tool for leading publishers to find and verifying consumer-generate and various forms of social content.  It has expanded its reach to the advertising world with an agreement with the the giant media agency Starcom MediaVest Group.  The alliance was announced last month. We […]

One of the major themes of 2015 is viewability, says Erin Kienest, SVP, innovation and activation director at SMG. “We talk about making our dollars work harder and work smarter, and viewability really is brought to the forefront,” she says. Marketers not only want their ads delivered to the right audience but also want to […]

The next revolution in media is going to have to occur in the world of creative, says Shenan Reed, president of digital at MEC. “We think there’s tremendous opportunity for more creative, more targeted creative,” she says. “We can really get granular with all of the targeting.” Digital and data, because they’ve become such powerful […]

Last week’s acquisition of SeriousEats and RoadFood by newcomer publishing house Fexy Media was just the start. Formed by husband-and-wide team Cliff and Lisa Sharples following Lisa’s steering, as CEO, of AllRecipes to a $175 million acquisition by Meredith, Seattle-based Fexy plans more acquisitions of its own. “We continue to build out the category in and around the kitchen table,” […]