Brad Feinberg

CANNES — As younger audiences increasingly turn to ad-supported CTV platforms for their content, marketers are taking notice. For brewing firm Molson Coors, the shift to CTV is about more than just following the consumer. It’s also opening up new possibilities for branded content partnerships that go beyond traditional advertising. “CTV is obviously beyond a […]

CANNES – Advanced television is entering a new era as advertising on national broadcast networks becomes addressable, giving marketers a way to show different ads to different households during the same linear programming. Ad targeting similar to what advertisers have experienced on digital platforms is becoming possible in a medium that historically offered broad reach. […]

Gathering data directly from consumers has become a bigger priority for marketers as they not only comply with stricter privacy laws, but also find ways to harness first-party information. Google’s plan to stop supporting tracking cookies in its popular Chrome browser and Apple’s steps to curb the sharing of device identifiers are pushing marketers to […]

The upfront advertising sales season this year comes amid the continued disruptions of the pandemic to people’s viewing habits and shopping behaviors. The crisis also has led to concerns about the availability of quality programming as the health crisis creates turmoil for studios and producers. “This year’s upfront is going to look different than it […]

Where does a beer brand go to market when bars are shut and sports competitions are sidelined? In Molson Coors case, down the “rabbit hole”. That is the name the brewer gives to digital media in which audiences can bury themselves away from the pandemic reality. In this video interview with Beet.TV, the company’s North […]

ORLANDO – MillerCoors knows you tune out, and likely check your phone, during commercial breaks. As a company that relies on linear TV, and particularly live events like sports, in its advertising strategy, it’s looking to figure out how to still get in front of customers who aren’t paying attention to TV ad spots. Brad […]

ORLANDO – When it comes to selling beer, there is no “linear funnel” as has been standard marketing textbook fare for decades. MillerCoors has a three-pronged approach to understanding to whom, where and when to distribute its messages. “I think a lot of marketers today start with a creative brief and the idea, ‘Here’s my […]