SANTA MONICA, Calif. – Mobile games have become a key advertising platform with their power to immerse consumers in a fun digital environment that’s conducive to brand messaging. The pervasiveness of smartphones also helps to reach a broad audience. “A core component of what we do in my team's mission is actually to bring brands to consumers through the power of [...]

SANTA MONICA, Calif. – The ad-tech world loves acronyms and trending concepts. Lately, "curation" has been making waves. But what does it mean, and why should advertisers care? Simply put, curation is the art of distilling the vast ocean of digital ad inventory into a manageable stream of high-quality, targetable options. Programmatic advertising has created a universe of ad opportunities, but [...]

SANTA MONICA, Calif. – Smartphones became major drivers of ecommerce with high-touch interactions and portability that augmented the experience of online shopping. Connected televisions are similarly transactional with remote controls and QR codes that viewers scan with their camera phones, though consumer adoption is still questionable. “We're in literally the first inning, not to use a sports metaphor, but literally the [...]

CES serves as a major showcase for a variety of new technologies, products and services – and the ones that offer real value to inflation-ravaged consumers likely will get attention, according to a consumer technology expert. “Value is something that we've really seen consumers focus in on in 2024, and part of value is getting the most out of the products [...]

SANTA MONICA, Calif. – The shift from linear TV to connected television (CTV) is accelerating, and live sports is one of the last holdouts for ad dollars and innovation. However, this is changing rapidly as viewers increasingly stream live sports events on CTV platforms. Innovid, a company that focuses on CTV advertising, released a report titled "Winning Big in CTV Advertising [...]

CES next week is expected to showcase the ways that artificial intelligence is changing the ways humans interact with gadgets that are capable of learning how to personalize experiences. As a result, AI should be the centerpiece of any brand strategy, Amy Lanzi, chief executive of Publicis Groupe’s Digitas North America, said in this interview. “We've spent time talking to clients [...]

LONDON – Once upon a time, all advertising depended on content adjacency. The new science of audience targeting changed all that - but contextual targeting is back, and is getting "supercharged" by AI. Jana Eisenstein, SVP, EMEA, Seedtag, in this video interview with Beet.TV, said content signals derived from AI promise to make contextual targeting far richer. Context's New Look But, these days, "context" can [...]

Women’s leadership roles are as varied as women themselves, which means they aren’t limited to a single career track or set of experiences. For Denise Colella, vice president, global digital strategy group at software maker Adobe, those circumstances were somewhat unorthodox in that she started her career as an expatriate American in Japan. “It's interesting that you ask me about my [...]

LONDON – Technology companies that sell advertising such as Google and Facebook jealously guard their user data in their own walled gardens, making it difficult for brands measure cross-platform exposure to advertising. These walled gardens have multiplied as traditional media companies distribute video content direct to consumers through streaming apps. “Audience behavior is clearly fragmented across multiple channels, and the silo [...]

LONDON – TV’s still hot in Europe - but the industry needs to come together to keep it that way. So says the chief executive of RTL AdAlliance, the pan-European TV ad sales house. Stéphane Coruble is calling for what he calls “radical collaboration” between players. Keeping Linear, Going Forward "Linear TV, in Europe at least, is still 3 hours and 15 minutes a [...]

LONDON – TV advertising has already seen the emergence of QR-based engagement formats for onscreen messaging. But there are more engaging interactive formats that allow viewers to dive into on-TV experiences. Mike Bologna's Brightline is bringing those ads to TVs - and he says advertisers want a one-size-fits-all standard for the idea. Scaling Interactive Ad Creative Bologna knows building custom creative for every platform [...]

Millions of U.S. households have connected their televisions directly to the internet, and YouTube has become the most popular platform with its vast and diverse range of video content. There have been several episodes when marketers have shied away from YouTube because of concerns about placing ads within objectionable content, but newer tools are helping brands to ensure they’re reaching [...]

LONDON – What constitutes a high-quality, "premium" TV viewing experience in the eyes of audiences? It's a question that is hotly debated in the TV and advertising industries. To get a handle on it, NBCUniversal and FreeWheel conducted research putting a range of content and ad experience options to 8,000 viewers. The research, "Prescribing Premium", looked at a range of factors - [...]

SANTA MONICA, Calif. – Contextual advertising has been around for years, but its role was somewhat diminished as marketers relied on tracking cookies to improve their audience targeting online. With connected television, which is a cookieless environment, contextual advertising is getting supercharged with advances in technology. “Contextual targeting is going to play a significant role moving forward,” Marni Rommel, vice president, [...]

With another Consumer Electronics Show just around the corner, professionals are set to flock to Las Vegas, including those from advertising and media. Serina Spencer, SVP, Enablement, PMX Lift, Publicis Media, is no stranger to CES. In this video interview with Beet.TV, she shared her advice for first-time attendees: comfortable shoes, hydration, and careful scheduling are key. “I think that CES, the [...]

Addressable TV advertising has hit an inflection point. More marketers are turning to it as a "must-buy" to achieve better performance, even as overall TV ad spend remains under pressure. That was the view of one ad industry executive speaking at the Go Addressable summit this week. The summit, which brought together hundreds of attendees both in person and virtually, showcased [...]

LONDON – TV may have traditionally played a largely brand-building role for advertisers, but the new-look TV supports both branding and performance marketing. “I think it's true that the lines between brand awareness and performance are starting to blur, particularly on streaming TV,”said John Tigg, SVP, Buyer Development EMEA, Index Exchange, in this video interview with Beet.TV. “This is because tailored [...]

LONDON – The advertising industry is grappling with a paradox. As premium video content flourishes, accessing it can sometimes seem like a labyrinthine process, particularly for smaller advertisers seeking to expand their reach. No wonder many in advertising are technology are trying to simplify the complexity that has grown up. "The number one change or call to action for 2025 is around [...]

LONDON – Every major brand of smart television has its own operating system to run apps for connected television, but this predicament isn’t ideal for consumers who want a user-friendly experience. TiVo developed a neutral operating system intended to avoid creating another walled garden. “There's the need in the industry for a new independent operating system when it comes to CTV,” [...]

Women in the past 50 years have steadily risen into top managerial roles in the advertising and media industries, but there’s still more work to be done in terms of equal pay and greater diversity in the C-suite. Amid these efforts, women can help each other, a key theme of the “Lift As You Climb” luncheon presented by She Runs [...]