alphonso

MIAMI – When you’re swimming in data about your guests, context is everything to determine appropriate messaging. It’s no wonder, then, that content needs will grow. “What we find is that as we’re creating more targeted segments of guests that we can deliver messages to, each of those groups have different needs and things that […]

MIAMI – Spectrum Reach has been running test campaigns in Los Angeles and New York for its first addressable advertising offering on linear television with the goal of having both markets activated this year. “We’ll have five million households by the end of 2018 and then expand to the rest of our footprint and beyond,” […]

MIAMI – Verizon was ahead of the technology curve when it began offering fiber directly to the home with Fios (fiber optic service) in 2005. Now that its Fios addressable television offering just celebrated its one-year anniversary, the company is able to tout the benefits that speed brings to advanced TV targeting. Because it’s a […]

MIAMI – There are the headlines—traditional TV versus digital upstarts—and then there’s the reality behind the scenes. To wit, Google is playing a big part in helping traditional broadcasters transition to the digital future with solutions like dynamic ad insertion. In the U.S., “We work with 28 of the top programmers,” from sports content to […]

Since time immemorial, TV ads have been bought with a blunt instrument – broad age-and-gender demographics of viewers to shows. But that time is changing. Thanks to the infusion of a raft of new data points, TV ad planning, buying and insights are getting smarter. At the Beet Retreat, comScore EVP Cathy Hetzel and chief product […]

MIAMI – To reach its guests in the most effective ways, Target wants to create “a different kind of video ecosystem.” This requires lots of data—a growing in-house capability of the retailer—a better understanding of the context in which those guests consume media, plus being more nimble with creative versioning. Target Media Director Nick Jezarian […]

MIAMI – A+E is working with some of its competitors on new attribution modeling showing the ability of TV ads drive business outcomes, while the network tests video-on-demand addressability with Comcast and explores national addressable inventory. These are some of the network’s recent activities as outlined by Mel Berning during an interview at the recent […]

MIAMI – The traditional television ecosystem—buying on age and sex demographics—is “pretty well oiled.” So when some advertisers consider advanced audience targeting, there’s a certain amount of inertia, along with financial constraints, that can hold things back. Take low-penetration brands. Advanced targeting is challenging “because you may not find the reach that you want, but […]

MIAMI – These are busy times at Disney|ABC following the consolidation of sales groups and it couldn’t come at a better time. Advertisers “want fewer, they want bigger, they want better,” says Marco Forte. With this year’s reorganization, Forte is SVP, Disney|ABC Sales & Marketing. In this interview with Beet.TV at last week’s Beet Retreat […]

Creation of a shared, collaborative media ecosystem is limited only by the willingness of buyers, sellers and everyone in between to work together to solve individual and common problems. Videology Chairman and CEO Scott Ferber believes there is no better venue in which such competitive camaraderie can be nurtured than Beet Retreat Miami 2017, where […]

CANNES – If you are one of the many people whose attention to a television show is shared by another device, there’s a decent chance Alphonso knows what you’re watching. The automatic content recognition company indexes TV like Google indexes the Internet. So when an Alphonso SDK in a tablet, smartphone, smart set-top box or […]

CANNES — Imagine a future in which a brand advertised to you through your TV, then followed you out of your apartment, down the street, in to the store and inside the movie theater. That future is now, as a new crop of TV ad data companies is rising up to offer not just TV […]

CANNES – Solving the challenges of optimizing advanced television and premium video surely will provide better audience targeting and advertising performance. But just as important, it’s also a “bulwark” for agencies to defend their turf against consultants and other forms of disintermediation. This is the viewpoint that Tim Castree brought to global advertising and media […]

CANNES — Once upon a time, television advertising used to be all about igniting consumers’ initial interest, sometimes long before an eventual purchase. It’s called “branding”, raising awareness at the very start of the marketing funnel – with no real ability to track a TV ad’s specific impact on sales. But all that is changing, […]

VIEQUES, PR — Age, gender and demographic just don’t cut it anymore. In the new age of advertising super-powers, marketers want to target consumers with more more granularity and certainty than traditional measurements allow. Fortunate, then, that a whole new raft of data sources is coming on-stream to help them do that. In a panel discussion convened […]

LOS ANGELES — For TV advertisers eager to see the effect of their campaign more quickly, a US- and India-based company claims to have the answer. Alphonso, which offers the ability for buyers to serve ads on to digital devices based on an understanding of consumers’ TV viewing behaviour, also this month launched closed-loop attribution. The […]

VIEQUES, PR — Of all the ad-tech vendors promising to light up video opportunities, Alphonso is one of the lesser-known. But the three-year-old company says it is has some handy tricks up its sleeve to help marketers plan and figure out the effectiveness of ad spending across TV and video platforms. Alphonso‘s offering brings the ability […]

FORT LAUDERDALE — The world of advertising technology is opening up impressive prospects for ever more refined targeting of TV and video audiences. That is what we cover regularly here on Beet.TV, and that is the trend seen by Ashish Chordia, CEO of Alphonso, an ad tech company helping advertisers harness device data to target […]