addressability

The dream for many in CTV is that the emerging medium will finally allow for TV advertising to work just like digital advertising, where everyone is delivered a customized ad each time they log on. Radha Subramanyam president and Chief Research and Analytics Officer, CBS Corporation, has a question about that. “Is that what we […]

The pieces are all there. TV has the data, the technology and the advertising interest in finally making national addressability a reality. It just need to play catch up to other media “We’re actually been behind,” Darren Sherriff, Vice President, Advertising Technology SolutionsVice President, Advertising Technology Solutions Fox Networks Group told Beet.TV. “what we’re trying to […]

TV advertising is becoming more complicated. At the same time, TV ad buying and selling needs to become much simpler. That’s why Paramount is looking to bring together its sales teams to better reflect advertisers’ budgets and needs, while also striving to not over complicate things. Thus, the media giant is, “thinking about total video […]

MIAMI — If you thought advertising technology was becoming like rocket science, you may surprised how right you are – next up, TV ad-tech is going in to space. TV ad technology provider INVIDI, which enables household-level TV ad targeting for broadcast companies more used to beaming out a single message en masse, is getting excited about a technology […]

MIAMI – The great video ad-tech consolidation wave is continuing, with a twist.  AT&T and DISH have announced plans to acquire addressable TV ad-tech vendor INVIDI. But they are not doing it alone – the pair are joined in the deal by fellow acquirer WPP, the world’s largest ad agency holding group, though it is AT&T […]

The head of GroupM’s advanced television unit foresees a shortage of addressable TV advertising inventory unless some big networks begin to offer national avails to augment the traditional two minutes of local time. MODI Media President Mike Bologna says five or six top cable and broadcast networks “are engaged in serious conversations with MVPD’s to […]

CHICAGO — So-called “addressability” promises to make every individual TV set as targetable to advertisers as internet-connected devices are today. But that’s not going to happen at scale without a big shift, says an investment advisor and consultant. “Buying audiences in a more targeted fashion is antithetical to the way television sellers package and sell […]

LONDON — Don’t expect TV advertising to die a death any time soon – but get set for online ad techniques to take the medium to new heights. That’s the view from the top of one of the world’s most notable deployed addressable-advertising platforms. “TV advertising will not fundamentally change in the short term,” Jamie West, […]

COLOGNE — Imagine the highly targeted advertising the web is great at plus the broad reach that only ye olde TV can deliver. Old-fashioned broadcasters have long resisted but are now warming to the idea, says one online video technology boss. “The IP capabilities are so great right now, that makes it easy to focus […]

Tacoda and Simulmedia founder Dave Morgan is just back from a fun week chewing over the TV ad tech revolution at Cannes Lions with Beet.TV He is interviewed on stage by digital media investment banker Terence Kwaja. In this AdAge article, Morgan concludes channel fragmentation, a desire for accountability and digital envy are finally moving TV folks to […]

LOS ANGELES — Addressable video advertising is now a reality – the problem is, it is actually multiple realities. “Addressability, to date, has been segmented in to private ecosystems,” says media agency ZenithOptimedia’s activation president John Nitti. “We’re still at the beginning pt of the continuum as far as being able to inform our full buy […]

All manner of companies is shooting to make digital advertising that’s “addressable” – targetable to individual users across devices. But when will, if ever, will there be a single standard for that lens? “That’s still an open discussion,” says global product manager Stefan Maris of TV-syncing ad technology service Civolution. “One of the discussions we are […]

Many in TV and marketing look forward to a future of “addressable advertising”. AT&T is executing on a version of that today – with its TV Blueprint offering, the cable company is helping advertisers reach specific subscribers from its customer base. We’re able to pull in data from over 15 million set-top boxes that are […]

Advertisers should think of basic 15- and 30-second digital video ads as the “blank canvas” for interactive creative ad engagements, according to an executive from video ad tech vendor Videology. “There’s a second layer of optimization around the interaction with the audience,” product GM Rich Astley tells Beet.TV. He says Videology’s own technology offers basic interactivity […]

LONDON – VivaKi has seen 150 percent growth year after year, says Kurt Unkel, president of products and solutions for VivaKi. Beet.TV spoke with Unkel in this video interview in London. The Chicago-based digital advertising solutions company is active across four channels: display, video, social and mobile. “The idea that I want to find an audience one time, […]