Beet Retreat 2018

SAN JUAN, Puerto Rico—An early entrant in digital marketing, independent buy-side platform Sizmek has been eyeing its near-term future from a “video extension perspective” as its reach moves beyond web video to television. It was a logical move considering the big shift in video viewing to big screens, according to Managing Director of Product Hardeep […]

SAN JUAN, Puerto Rico—Building audience targeting segments for attributes like advocacy and loyalty is best done with sub-segments at the various steps of the purchase funnel, according to NCC’s Danielle Seth. In this interview with Beet.TV, the VP of Client Partnerships explains how NCC leverages its MVPD unique subscriber identifiers matched to set-top box data […]

Smart-TV manufacturer Vizio is teaming up with nine major media and technology companies to create an addressable advertising standard. Called Project OAR (Open Addressable Ready), the participants will define technical standards for targeting specific households and Vizio will build the technology. Along with Vizio and its data unit Inscape, the consortium’s members are AMC Networks, […]

SAN JUAN, Puerto Rico—iSpot.tv has been a third-party television data provider for the past five years. So when Robert Bareuther hears someone at Beet Retreat 2018 talk about third-party verification and measurement as being “royalty right now,” he takes a bow of sorts. “It’s like de facto. And that’s pretty cool. Maybe iSpot should get […]

SAN JUAN, Puerto Rico—For local television, the 2018 election cycle was tantamount to an early Christmas present. And although 2020 promises to be even better sales-wise, TV providers have to speed up their efforts to roll out targeted, impression-based advertising without cannibalizing their “core bread and butter traditional linear inventory,” says Furious Corp. CEO Ashley […]

SAN JUAN, Puerto Rico—To TiVo’s Lisa Lutz, it’s not that people aren’t asking the right questions about creating audience segments and targeting them across platforms and devices. “It’s just that there’s so many questions and so many problems to be solved, we’re just not there yet,” says the VP of Product Management. “I think it’s […]

SAN JUAN, Puerto Rico—All the first-party television viewing data in the world won’t parse out co-viewing by individual human beings. In the meantime, Hulu is working with third-party providers like Comscore and Nielsen “to get at who are the people who are most likely to be sitting in the room,” says the OTT pioneer’s Head […]

SAN JUAN, Puerto Rico—Anyone can sympathize with traditional television networks given the transformational challenges they face. But to empathize, one has to have been there, as has Adam Gerber. In this interview, the ABC and agency veteran details the responsibilities for change of each constituency—from media to measurement companies, marketers and agencies—as he assays the […]

SAN JUAN, Puerto Rico—For marketers, addressable television advertising should not be an either-or proposition, according to DISH Media’s Kevin Arrix. It’s all about deciding its appropriate role within the mix of advanced-TV options. In this interview at Beet Retreat 2018, Arrix talks about the partnership between Sling TV and audience measurement provider Comscore and the […]

SAN JUAN, Puerto Rico—Craig Berkley sums up LiveRamp’s role in reducing friction in television and video advertising targeting in one word: identity. “It’s clear that we all have various pain points that we can address or work on. Our mission and role in this whole ecosystem is to provide automated deterministic identity at scale,” says […]

SAN JUAN, Puerto Rico—In the complex and confusing world of advanced television and more precise audience targeting, everything starts with a foundation constructed of currency data, according to Nielsen’s Dave Hohman. Atop that foundation can sit a variety of “metrics to monetize,” he explains in this interview at the recent Beet Retreat 2018. The currency […]

SAN JUAN, Puerto Rico—If reach is “God’s gift to advertising,” to paraphrase the late media research guru Erwin Ephron, it’s a gift that doesn’t keep on giving, according to Howard Shimmel. “We downplay the importance of being able to plan to optimize reach,” says Shimmel, formerly of Turner Broadcasting. Now the President of consultancy Janus […]

SAN JUAN, Puerto Rico—Having acquired the assets of Videology last summer, Amobee picked up solutions for the sell-side and, as a result, stands to be “the most broad and deep omni-channel platform,” says GM of Business Development, Tony Yi. Singtel’s Amobee now seeks to simplify the delivery of advertising across all channels and screens—including video, […]

SAN JUAN, Puerto Rico—There’s lots of industry talk about data being the “connective tissue” that can unify advertising buys across various channels. But while many hurdles currently prevent brands and agencies from normalizing the execution of buys across linear and advanced television, data is already playing a key role, according to dataxu CEO Mike Baker. […]

SAN JUAN, Puerto Rico—The advanced television train has left the station. And while the addressable TV car lacks certain systemic, logistical and executional amenities, testing addressable makes sense for at least half of all advertisers, says Mike Bologna, President, one2one media, Cadent. “What I think that we should focus on more is the value proposition […]

SAN JUAN, Puerto Rico—As the industry learns to transact in new and hopefully more uniform ways, Disney is building targeting segments that will ultimately represent the totality of its audiences. It’s a process over which Disney has far more control than, say, reconciling disparities in current digital measurement options. To make audience targeting more mainstream […]

SAN JUAN, Puerto Rico—Beet Retreat 2018 brought together the entirety of the advertising industry value chain to help define the semantics surrounding advanced television and provide a clearer picture of measurable business outcomes. What follows is the five-minute synopsis of Ashley J. Swartz, who serves as “dean” of the annual event as well as CEO […]

SAN JUAN, Puerto Rico—Consumer reported engagement rates across different advertising media show that “the digital channels are kind of in the toilet,” says Forrester’s Joanna O’Connell. Changing that will be a bit more complicated than just figuring out what constitutes premium ad environments, where engagement tends to be higher. The VP and Principal Analyst says […]

SAN JUAN, Puerto Rico—NBCUniversal has a new tool to make sure that commercials are seen in the right context within specific television programs. “If there’s a wedding happening and people are in love and happy, you don’t want to see a hamburger,” says Denise Colella, SVP, Advanced Advertising Products & Strategy. The Contextual Intelligence Platform […]

SAN JUAN, Puerto Rico—What happened in Puerto Rico following Hurricane Maria in September of 2017—with broadcast and cable television lacking a power grid—can be considered a “test market,” according to Andres Claudio. Among other changes over the past year, media agency Hearts & Science Puerto Rico now does more “real-time” media planning as people continue […]