Advertising

LONDON — Newspaper and TV companies are natural cut-throat rivals. But, in a new global context, publishers in many markets are tapping their common cause – and common tongue – to fight a shared enemy. Earlier this year, The Guardian, CNN International, the Financial Times and Reuters together formed the Pangea Alliance, a shared scheme to pool first-party ad […]

FORT LAUDERDALE — The ability to target individual TV sets with custom advertising is real and it’s here – but you’re going to have to wait a couple more years before it gets really real. With deployments from Cablevision, Comcast, DirecTV and DISH Networks, the number of targetable TV sets is growing but, lately, we have heard still-optimistic executives sound […]

FORT LAUDERDALE — The US pay-TV providers with which many ad tech vendors partner, have access to just two minutes per hour of ad time in local programming. But the US TV system is an outlier in a global context. Smaller, more integrated national systems in other countries seem to make partnering for programmatic or addressable initiatives […]

LONDON — All marketers these days want to deliver ads across as many screens as consumers have available to them. Doing so is increasingly easy, thanks to a growing plethora of advertising technology. But measuring the impact of those deliveries remains a thorny problem. Tantalized by the possibilities, some in the industry are dreaming of […]

LONDON — The ad world is only just getting its head around the technology-driven ability to super-target ads at human beings. But, pretty soon, it may need to focus its attention on those humans’ personal assistant software, a leading ad exec says. Omnicom’s PHD worldwide CEO Mike Cooper says the emergence of virtual personal assistants – […]

LONDON — They both received investment from the big German TV group RTL, now video ad tech companies Clypd and SpotX are set to solidify their partnership even further under the same stable. Already this year, the pair told Beet.TV they would team up, after RTL’s $144m investment in to SpotX in 2014 and $19.4m in Clypd this […]

FORT LAUDERDALE — You have probably heard the aphorism that “content is king”. But what if content was actually someone else entirely? Try this catchy allegory for how not to reinvent media… “Content is like Humpty Dumpty,” Tracey Scheppach, EVP and Innovations Director at Starcom MediaVest Group, told a Beet Retreat panel. “It has fallen and it has fractured and […]

FORT LAUDERDALE — The potential to target individual TV viewers using one of an array of pre-prepared custom ads will fundamentally change the way the business works – but the people who make those ads are going to have to catch up first, a panel discussion heard. Asked if the current wave of new advertising technology […]

FORT LAUDERDALE — These days, it has become commonplace for broadcasters and advertisers to be fearful of the consumer shift from linear, live viewing to watching more time-shifted programming. Indeed, data from many countries shows on-demand viewing booming whilst old-style consumption wanes. But that’s not the full story. Broadcasters are finding some success in reeling out […]

FORT LAUDERDALE — You can have all the ad tech in the world but, in this day and age, is it really advertising that can connect with consumers any longer? Bank Of America media SVP Lou Paskalis thinks brands need to take a leaf out of the books of publishers and broadcasters they historically have advertised […]

LONDON — Two big tipping points are coming in to view that will crown two decades of analog to digital advertising evolution. “We think internet advertising will overtake TV for the very first time in 2018,” ZenithOptimedia forecasting head Jonathan Barnard tells Beet.TV in this video interview. The move will be thanks to the growth in paid […]

FORT LAUDERDALE — The Weather Company has been selling ads in to its mobile apps based on specific weather conditions local to users for a couple of years now. In this video interview with Beet.TV, David Clark, who oversees the company’s TV division, explains the value to marketers. “Think of the question ‘What is the weather?’ […]

FORT LAUDERDALE — After having purchased mobile ad analytics firm Flurry and video ad tech outfit BrightRoll, which will be the name for all its ad tech, Yahoo is looking at combining the force of each to help TV companies retain viewers with cross-screen ad targeting. Speaking with Beet.TV, Yahoo’s global TV and video partnerships chief Brent […]

Over the last couple of years, the ad industry has put itself through the wringer, when it comes to the combined threats of fraud, viewability and, now, ad blocking. One of those, viewability, is improving somewhat, as publishers pare back and focus on quality, says a top programmatic ad exec. “Publishers are being more responsible […]

All the talk in TV ad land is about the prospects for super-targeting viewers of connected TVs with hyper-individualized ad messages. One school of thought says that kind of dynamic personalization is “science-fiction“. And a leading addressable TV advertising exec is similarly bearish. “I don’t think true personalization, where you call somebody out by name and […]

The prospect that, in a connected era, TV ads could be assembled from multiple component parts to make up a 30-second spot that is custom-built for a particular individual viewer is getting some marketers is excited. But how viable is this idea, really? Nielsen’s precision and planning SVP Eric Solomon reckons: “Dynamic creative, at an individual […]

Despite the emergence of ads networks and individual targeting that allows advertisers to reach consumers on whatever site they may be, many ad tech execs say context – the art of simply placing an ad in a related publication or TV show – will continue to prove valuable. But can context actually work against effective ad targeting? […]

The coming age in which TV adverts can be distributed to different individual viewers based on specific targeting criteria could, in theory, mean an end to the practice of buying ads against particular shows known to pull broad audience demographics. But one ad tech exec doesn’t expect a wholesale shift. “I think there’s a place for both and […]

The emerging prospect of targeting individual TV viewers with ads, no matter what show or channel they’re watching, may be real – but that doesn’t mean the industry should throw out the old practice of buying ads in shows considered to have demographic matches. That’s according to AT&T AdWorks ad sales VP Jason Brown, who tells […]

FORT LAUDERDALE — If you think the coming age of buying addressable, internet-style ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. “I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna Global, tells Beet.TV in this […]