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When The Walt Disney Company launches the Disney+ direct-to-consumer streaming service in late 2019, it won’t be advertising-supported. But Disney Advertising Sales is already talking to brands that want to “experience the Disney customer far and away beyond just the traditional advertising,” says sales chief Rita Ferro. Disney+ will be the third piece of a […]

Long known for its dynamic ad capabilities, BrightLine decided to add “a data side to the equation” with its DataCast offering in early 2018. The platform was built from scratch to account for core differences between Internet and mobile approaches that do not effectively port to TV, and many premium content providers have since signed […]

Defining the term “advanced TV” is complicated, but that’s just a reflection of reality right now. Because it’s going to be awhile before there’s uniformity in understand how people engage with video content and measuring the impact of that engagement, says Adam Gerber. As the President of Global Media for the Essence agency surveys the […]

Video engagement advertising pioneer true[X] is looking to leverage the utility of voice-activated assistants and the power of live programming as it rolls out the next generation of attention-based video capabilities. “Engagement advertising is just the beginning,” says Pooja Midha, who recently joined true[X] as President. At last week’s Beet Retreat in the City, Midha—whose […]

With all the talk about more precise audience targeting for linear TV, some basic things can get overlooked. For veteran buy-siders like Jason Kanefsky, who’s witnessing his 30th Upfront, those things include basic supply and demand dynamics. So while “we’re taking a lot of first steps in lots of different directions,” sometimes there’s progress in […]

Shortly before the 2017 TV Upfront began, Disney unified the way it sells ABC, Freeform and its Disney entertainment cable networks to advertisers. If only the advertising/media industry could coalesce around standardized cross-platform audience measurement. Like other media executives whose content is distributed on an ever-increasing number of platforms, Debra O’Connell “would like to see […]

VIEQUES, PR — Already this year, several of the big US TV networks have declared they will make moves to let advertising buyers use granular and first-party viewer data, over and above traditional Nielsen data, to target ads on linear TV. Speaking on this Beet Retreat panel, representatives of the networks explained their strategy. The recent announcements […]

How can the digital advertising market be saturated when there are so many places to buy ads? It depends on your definition of “saturated.” When Accenture Strategy did a deep dive on some $12 billion of its clients’ marketing spend in a multiplatform television effectiveness analysis for ABC Disney, “One thing we found is that […]

To quantify the “halo effect” that multiplatform television has on other digital advertising, ABC teamed with Accenture and examined $12 billion worth of ad spending. The advertising effectiveness project concluded that traditional media mix models have overstated the contribution of digital ROI and understated that of TV. ABC and Accenture began by redefining what is […]

Watch the consumer. Always keep an eye on how she is changing. That’s the advice on how to thrive and survive in the media business from a veteran and a luminary who has shepherded TV networks, designer goods e-commerce sites and now a venture fund. “I am always struck by how much has changed, not just […]

LAS VEGAS — ABC actively encourages advertisers to participate across all platforms, from smartphones to tablets, iOs to Android, local to national to digital, says Debra O’Connell, President of ABC National TV Sales, in an interview with Beet.TV at CES. The sites are built with responsive design so they work well on all platforms, she […]

SAN FRANCISCO — The Disney/ABC Television Group says it has increased kids’ engagement with its mobile apps by refreshing the line-up through adding games to video last month. “We’ve already seen some of the stickiness increase,” the group’s video products and technology VP JR Grant tells Beet.TV. “(They place) an emphasis on getting more content types […]