Media Planning Will Become Agile: Kimberley-Clark’s Parker

Ad planning and buying is about to get a lot quicker, because the many digital media advertisers are working with give of cues that can be used to speedily refine, recalibrate and retarget ad spots, says one ad exec. It’s the view of David Parker, the global content technology lead for paper products company Kimberly-Clark. “Because you’ve got more […]

 
 

Addressable TV Ads Are Costlier, But Cheaper: MediaVest’s

Household-level targeting of TV ads is not a distant reality – it’s here and now. You just may have to pay more for it, says one ad agency exec. “You do have to pay a premium on a CPM basis for addressable,” MediaVest advanced media SVP Jonathan Bokor tells Beet.TV in this video interview. “However, your […]

 
 

How Nielsen Helps Networks & Brands Understand Social Viewing

These days, TV viewers aren’t glued only to big-screen programming – or the ads that run on them. But that doesn’t mean brands can’t reach consumers all the same. The mobile screens in their palms are also being used to better understand engagement. A range of software and data providers is helping brands to do that, and Nielsen is […]

 
 

Digital Ads For Legacy TV To Take Off In 2017: Videa’s Williams

A wave of technology companies is helping advertisers turn traditional TV in to a digital medium, by mashing together data sources and ad slots to enable internet-style consumer targeting. But don’t expect the new practice to become commonplace this year, or even next. “We’ve come a long way, but adoption is still really early,” according to  Videa president Shereta Williams, whose […]

 
 

TV’s Not Dead, We Can Prove Its Worth: Simulmedia’s Piccone

It’s now a digital advertising world – but that is far from meaning good ‘ol TV is on the shelf, overtaken, when it comes to measuring the relative performance of media spend, says an ad tech exec. “With the whole mantra that ‘television is dead’, actually, what we’re seeing is that it’s very alive and […]

 
 

Traditional TV Still Best Way To Sway Consumers: 4C’s Neuhauser

A big societal shift is going to force advertisers to use TV advertising to break through with consumers – but that won’t happen if the extreme use of data and targeting makes TV ads more like internet ads, warns the boss of ad tech company 4C Insights. “There’s a bit of both conversation and concern that TV […]

 
 

Advertisers’ Three Tech Challenges, According To Videology’s Gaskamp

A world with so many new opportunities to plan, manage, target and execute ad campaigns is also one full of challenges for advertisers. What are those challenges? Brent Gaskamp, business development SVP for video ad tech platform Videology, takes a stab in this video interview with Beet.TV: “Workflow – how do I create a better experience […]

 
 

UK’s Sky Announces Multi-Platform Ad Targeting

The UK’s satellite TV and broadband provider Sky has already taken a world-leading deployment in addressable TV advertising under its AdSmart technology. Now it’s looking to combine its multi-platform offerings in to a single ad proposition. AdVance is the name given to a new suite from the company’s Sky Media ad sales division, threading together data from TV […]

 
 

Learning To Love, And Solve, Ad Land’s ‘Measurement Crisis’

So many media, so many metrics. The job of a marketer has become fragmented indeed. No sooner has one new metric been cooked up, it seems another sprouts up, making measurement like whack-a-mole for many executives. Should the industry embrace the chaos, or shoot for a single, all-encompassing success metric? “We’ve been in the midst of […]

 
 

Nielsen’s eXelate Pushes Further In To Mobile, TV Targeting

Seven months after Nielsen acquired the audience data profiling vendor, eXelate is expanding its offering from desktop digital metrics. Today, the outfit announced it is expanding its auspice further in to mobile audience data through a partnership with PushSpring, something that will help its customers see consumer app installs and shoppers interested in buying new cars and […]

 
 

Keep Measurement Simple: OMD’s Winkler

It’s a world in which more data can be measured than ever before – and marketers are on the cusp of being able to thread them all together. But, just because they can’t quite yet, they shouldn’t be hard on themselves. That was the view of panelists convened at an industry discussion. “There are too many areas that […]

 
 

Creativity Must Meet Math In Tomorrow’s Ads: Vonage’s Szumowski

These days, marketers have copious data at their fingertips and can target and sequence advertising with mathematical precision. But where’s the fun in that? “Sometimes, you’ve just got to wing it; sometimes, it’s about gut,” says Vonage media VP Kathryn Szumowski. She believes programmatic advertising technology can enable more, not less, creative advertising. “We want to […]

 
 

The End Of The Advertising Era Is Upon Us: BoA’s Paskalis

Lou Paskalis sees a world, not too far from now, in which advertising as an industry is over. Media evolution is coming to necessitate a shift in the way brands reach consumers, from old broadcast to as era in which they must work hard using content to engage. “We’re at the end of the advertising era […]

 
 

To Side-Step Ad Blocking, Get Out Of Advertising, Brand Execs

If you believe some of the recent analysis and forecasts for the effect of ad blocking on the business, you would be forgiven for pulling over the duvet and going back to bed. But how are some of the biggest brands reading the apparent threat? With a mixture of trepidation and confidence, according to a recent […]

 
 

What Price The Data That Fuels TV Revolution?

By now, we all know that “data is the new oil” that fuels myriad targeting capabilities in the precision online era. But who holds the best data and how important is it? “That data’s not free,” according to Modi Media president Mike Bologna. “Of the 50-plus household campaigns we’ve run so far this year, we’ve […]

 
 

All Boats Rise On Publishers’ Programmatic Partnerships: Rubicon Project’s Novak

News publishers are famously competitive. So why would they team up to sell advertising? Because, in a world of opportunity, sometimes you need to partner to grow, says Rubicon Project’s chief marketer. “We’ve seen it primarily outside the United States but also inside the United States with local papers,” Mari Kim Novak tells Beet.TV. Co-ops are alliances – […]

 
 

Industry Should Scale Up Social TV Ads: Mediaocean’s Palmer

Threading consumers’ social media content in to TV ads in real-time is possible – it’s just going to take a push to make it a reality in the U.S. like it is in Europe and the Nordics, says one ad tech vendor. TV ad-buying management platform Mediaocean has partnered with Never.no to pipe users’ social […]

 
 

Never.no Puts Social Feedback In TV & Video Ads

These days, many TV ad campaigns include social media elements – the odd on-screen hashtag or Twitter handle, for example. But what if ads could feature the messages were posting to social media, as they do so? That’s what Never.no aims to enable with its technology platform, Story. With offices Manchester, Oslo, New York and Sydney, the outfit has worked […]

 
 

Should Brands Make Content People Would Pay For?

Yes; these days, brands are enthusiastically creating “content”, the material publishers used to call editorial, in a bid to blend in and influence consumers. But what is the real place of “content” in a marketer strategy? And are they prepared to to the next step – to create content that’s so good people would pay for it? […]

 
 

How GroupM Establishes Trust With Private Marketplaces

When it came on to the scene, so-called “programmatic” advertising was all about real-time bidding in open online marketplaces. That meant advertisers often didn’t know where they were buying ads – a far cry from the old days of manual display sales. Over time, the industry has evolved to ringfence sections of the web in to […]

 
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