Beet Retreat 2018

SAN JUAN, Puerto Rico—As it continues to build out its programmatic solution, WideOrbit is finding that not enough advertisers are willing to pay extra for addressable and targeted television inventory. “We need to see more and more advertisers willing to pay premium for those CPM’s. We’re still not seeing that,” says VP of Business Development […]

SAN JUAN, Puerto Rico—There was no playbook for the advertising and media community in Puerto Rico to help itself—much less consumers—deal with Hurricane Maria in 2017. But until such a template exists, the lessons related by AT&T, Hearts & Science, Procter & Gamble and Telemundo at Beet Retreat 2018 provide more than an ample starting […]

SAN JUAN, Puerto Rico—Whether it’s Cambridge Analytica or Starwood Resorts, messy and highly publicized consumer data controversies impact every company dependent on such data—regardless of their own practices. This was one of the main takeaways from a panel discussion at the recent Beet Retreat 2018 whose participants represented smart-TV data collector Inscape, analytics and measurement […]

SAN JUAN, Puerto Rico—Fully IP-based television may be inevitable, but fully programmatic buying and selling of advertising inventory isn’t, according to buy- and sell-side executives who converged for a panel discussion at the recent Beet Retreat 2018. Moderated by consultant Matt Prohaska, the discussion touched on the eternal reality of supply versus demand in making […]

SAN JUAN, Puerto Rico—As an after-school organization that provides supplemental education services to 15,000 mostly impoverished youths, Boys and Girls Clubs of Puerto Rico found itself in the crosshairs of Hurricane Maria. “Before the storm, we already had a storm in the education sector, so with the storm it gets more complicated,” said President Olga […]

SAN JUAN, Puerto Rico—To understand how to make addressable television advertising easier to execute, one needs to first agree on the definition of what exactly “addressable” is, according to DISH Media’s Kevin Arrix. His explanation led to a broader discussion of addressable and third-party measurement during a fireside chat with consultant Howard Shimmel during Beet […]

SAN JUAN, Puerto Rico—Analyst Joanna O’Connell spends much of her time at Forrester these days researching how consumers think about advertising. And while “it’s not an awesome story,” she sees marketers taking the steps to better understand things like identifying overlaps in their user base and considering needed organizational changes. “To think that somehow everyone […]

SAN JUAN, Puerto Rico—Some of the most frank discussions at the annual Beet Retreat often happen in one-on-one sessions. Such was the case this year in various fireside chats titled Setting the Aperture for a Consumer-Centric TV, including a frank discussion about advanced television between Adam Gerber and Dave Clark. The short summary of their […]

SAN JUAN, Puerto Rico—Not that long ago, data for advanced targeting for cross-channel advertising was hard to come by. But now, “There’s a lot more data out in the ecosystem now than there ever was,” and advertisers need help putting it all together, says Experian’s Brad Danaher. Experian helps advertisers determine the data segments that […]

SAN JUAN, Puerto Rico—If where people go is the best indicator of who they are, location is everything. Being able to tie signals from mobile devices to television commercials and other media unearths behavioral insights and can help to inform effectiveness of ad formats, according to NinthDecimal’s Brian Kilmer. NinthDecimal specializes in “physical world data” […]

SAN JUAN, Puerto Rico—Attributing business outcomes to television advertising campaigns should not be just a “report card” after those campaigns are completed, according to Data Plus Math’s John Hoctor. This concept is what’s driven the company toward partnerships like its recent one with Millward Brown to provide full sales funnel attribution for TV and premium […]

SAN JUAN, Puerto Rico—Assisted by tutors who act as both companions and mentors, the Boys & Girls Clubs of Puerto Rico has elevated its traditional after-school homework assistance. “We’ve added art, STEM opportunities plus English and math,” says the organization’s President, Olga Ramos. “Our main objective at the Boys and Girls Clubs is to make […]

SAN JUAN, Puerto Rico—Add to the lexicon of industry terminology the concept of “purchase-driven planning,” fueled by shopper loyalty data and cross-channel advertising campaign measurement. “We’re very lucky to have access to both the Catalina loyalty card data and the Nielsen media and panel data that we can use for attribution,” says Matt O’Grady, CEO […]

SAN JUAN, Puerto Rico—To independent video supply-side platform Beachfront Media, it’s all about technology and transparency. “We look at the SSP as something that needs to be sort of independent of both the media company and advertisers,” says president and founder Frank Sinton. Beachfront tries to get “as close as possible” to audience and content […]

SAN JUAN, Puerto Rico—As traditional television networks weigh the benefits of completely upending their business models, they also find themselves as middlemen of sorts between advertisers and agencies. This is the view of Ethan Heftman, VP, Precision/Performance, A+E Networks, who notes “a bit of a bifurcation, a division between what brands want and what the […]

SAN JUAN, Puerto Rico—Consultant Matt Prohaska senses less of a stigma surrounding programmatic television and more “cross pollination” of agency teams. But he sees things like frequency capping and reducing transactional friction costs as very much a work in progress. “Fortunately, thank god the stigma of programmatic TV and those two words being bridged together […]

SAN JUAN, Puerto Rico—With more long-tail video migrating to television distribution, vetting that content is a demanding process, according to Neil Smith of FreeWheel Markets. A bit easier but also required is being able to map the personnel structure of major agency holding companies to figure out whom the company needs to work with. While […]

SAN JUAN, Puerto Rico—With collaboration “really the key word,” 4C Insights continues to add to its ensemble of inventory aggregation partners for unified, cross-platform targeting and measurement given advertisers’ desire for more scale. “The theme for us continues to be to provide audience-driven solutions for marketers, where they can buy on an audience-basis inventory across […]

SAN JUAN, Puerto Rico—So-called direct-to-consumer brands have disrupted many product and service categories, from creation to distribution. But when they need more scale they’re turning to television, a trend that prompted NBCUniversal to partner with the agency Giant Spoon. Last month, the two companies launched Direct to Scale, whose core offerings are media strategy and […]

SAN JUAN, Puerto Rico—There’s lots of predictions about where television and premium video are headed. Then again, “There’s a lot of things that are actually already happening, probably more in some ways than a wider industry lens might understand,” says VideoAmp’s Jay Prasad. This is why Prasad reflects on this year’s Retreat in this interview […]