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The root to the media revolution

Last Build Date: Thu, 27 Oct 2016 01:51:06 +0000


Mastercard’s CMO: Three Big Opportunities in Financial Services Marketing

Thu, 27 Oct 2016 01:36:25 +0000

ORLANDO — The financial services sector faces several big opportunities to grow and reach new consumers, says Raja Rajamannar, chief marketing and communications officer at Mastercard, in this interview with Beet.TV. “There is a huge chunk of consumers who don’t have access to the financial system. Getting them is a huge opportunity,” he explains. “We have [...]

Campbell’s Bullish on AI Ads as the Future

Thu, 27 Oct 2016 01:25:35 +0000

ORLANDO — The future of advertising lies in artificial intelligence and its possibilities, says Yin Woon Rani, VP Marketing at Campbell Soup Company in this interview with Beet.TV. The marketer launched its first AI-powered ad with Weather Company and is bullish on this new ad form. “You can speak to the ad and it gives you [...]

Next Wave Of Advanced TV: Cross-Company Standardized Targets, Says Viacom’s Rush

Wed, 26 Oct 2016 16:26:26 +0000

Viacom’s Colleen Fahey Rush longs for the day when target definitions that fuel the proprietary advanced television solutions built by individual media companies can be standardized. However, “I think it’s going to take a little longer than 12 months for what comes next,” Rush says in an interview with Beet.TV. The company’s EVP and Chief [...]

Mediavest | Spark Sees Addressable Outpacing Programmatic, OTT Television

Tue, 25 Oct 2016 20:29:45 +0000

Within the triad that is advanced or precision television advertising, household addressable has clearly moved ahead of programmatic and over-the-top in terms of marketer adoption for clients of Mediavest | Spark. “Addressable is now regular course of business for a number of our clients,” says Jonathan Bokor, SVP, Director of Advanced Media for the Publicis [...]

Turner Uses Data To Target And Tailor Creative, Strober Says

Tue, 25 Oct 2016 17:46:52 +0000

ORLANDO — The corporate media world may be stuck in pending regulatory approval of AT&T’s proposed acquisition of Time Warner. But that isn’t stopping Time Warner’s Turner from pressing ahead in to the future of advertising. Turner is fresh from winning ANA Genius Award for analytics science, as it looks to innovate on how advertisers can [...]

From TIAA-CREF To TIAA: Become ‘Radically Simple,’ Use Lots Of Digital

Tue, 25 Oct 2016 17:41:07 +0000

ORLANDO, Florida – Shortening the brand name TIAA-CREF to TIAA was the easy part. But how do you convince millions of people of various age groups that they should trust their financial assets to the nearly century-old Teachers Insurance and Annuity Association? “The reality is we did a ton of science” about TIAA customers, says [...]

Rovi And TiVo Union Closes The Loop On Audience Targeting, Inventory Management

Tue, 25 Oct 2016 00:57:17 +0000

Playing both ends against the middle is an age-old tactic with which most children and parents are familiar. For TiVo, in its new iteration after being acquired by Rovi, the idiom sums up the combined forces being brought to bear on the business of audience targeting. Working the front end and back end of television [...]

16 Million Millennial Customers Part of ‘Dramatic Shift’ In Bank of America’s Media Mix

Tue, 25 Oct 2016 00:54:41 +0000

ORLANDO, Florida – What do llamas know about banking? Probably not much, but Bank of America is more concerned with being where its customers are, hence the financial giant’s quirky llama-with-red-scarf lens on Snapchat. “You wouldn’t expect to see us” on Snapchat, says Meredith Verdone, SVP Enterprise, Consumer & Wealth Management at BOA. Nonetheless, its [...]

BrightLine Turns Up The Volume With More Interactive Ad Products

Tue, 25 Oct 2016 00:48:11 +0000

ORLANDO — Earlier this summer, Hulu began offering interactive digital ads made for the TV screen, when viewers watch through gadgets like Roku, Apple TV, Amazon Fire Stick and games consoles. The agency involved in those ads is Havas, but the technology outfit enabling them is BrightLine. Now BrightLine says it will build on the [...]

Advanced Television Is About Buying Audiences, Not Space: Cadreon’s Kumar

Mon, 24 Oct 2016 00:48:11 +0000

Arun Kumar deliberately avoids the term “programmatic” when talking about advanced television’s audience targeting potential. “All we’re trying to do is take some of the principals behind programmatic. We don’t want to buy space for the sake of buying space,” says the Global President of Cadreon, Interpublic Group’s ad tech unit. Semantics aside, Kumar is [...]

ANA’s Pace: Marketers Should Assert Themselves To Overhaul Digital Supply Chain

Sun, 23 Oct 2016 19:20:45 +0000

ORLANDO, Florida – As the Association of National Advertisers continues to shine a spotlight on the issue of non-transparency in marketer/media agency relations, its Chairman says there’s a bigger issue at play. If he could, Tony Pace would “hit the reset button” on the entire digital media supply chain. In an interview with Beet.TV at [...]

P&G’s Pritchard On The Importance Of Advertising And ‘The Great Idea’

Sun, 23 Oct 2016 19:10:15 +0000

ORLANDO, Florida – Roughly half a billion video views later, it’s easy to see why Procter & Gamble’s Like A Girl narrative for Always feminine products has been a big hit. It’s hard to disagree that the creative debunking—mainly via video impressions both purchased and earned—of how girls run or throw a ball “Was good [...]

Turner’s Speciale Mulls Two-Minute Ads Replacing 30-Second Spots

Sun, 23 Oct 2016 03:32:02 +0000

Web users don’t like too many ads, and TV viewers may feel the same way, too. That’s why, last October, Turner made a big announcement that it would reduce the ad load in some of its TV broadcasts. One year on, how is the initiative faring? Donna Speciale, Turner Ad Sales’ president, tells Beet.TV the early results are exploratory [...]

Addressable Inertia Not Stopping Advertisers: 4C’s Neuhauser

Sun, 23 Oct 2016 02:09:28 +0000

By many accounts, there are now around 45mn US households which can receive so-called addressable TV ads, those targeted at the individual household level. But that’s fewer than half the total number of TV households, and getting here has been a slow slog. Yet the inertia is not stopping advertisers from embracing opportunities around TV targeting nevertheless. [...]

Advanced TV Offers Better Targeting, More Consumer Choices: IBM iX’s Rangaiah

Fri, 21 Oct 2016 21:43:34 +0000

How does “advanced” television in all of its forms—OTT, VOD, online—come to resemble good old-fashioned network TV? When its ad inventory and viewers are concentrated among a few big players. To be sure, the advantages of advanced TV include the ability to use data for better audience targeting and results measurement, Babs Rangaiah, Partner for [...]

CNN Sees 2017 Ad Revenue Boost After Election ‘Entertainment’

Fri, 21 Oct 2016 11:44:26 +0000

By most accounts, this presidential election campaign has been a momentously bad moment for democracy. But news networks are benefitting as viewers plug in to watch the horror show unfold, and advertisers follow them in. CNN is finding a bump from both planned and unexpected executions, according to its owner Turner’s ad sales president Donna Speciale. “News has [...]

Ad Industry Joins Forces With Federal Agencies To Combat Digital Crime

Fri, 21 Oct 2016 00:03:39 +0000

ORLANDO, Florida  – For the first time, the digital advertising industry—via the Trustworthy Accountability Group—has a formal partnership with federal law enforcement agencies to combat criminal activity, TAG President and CEO Mike Zaneis says in an interview with Beet.TV. Since its founding, TAG members have been sharing intelligence about bad actors in the digital advertising [...]

IBM iX’s Rangaiah On Holding Companies, The Internet Of Things

Thu, 20 Oct 2016 22:29:49 +0000

Whereas an advertising agency used to be the “right hand” to chief marketing officers, now it’s one of many fingers typically owned by a holding company. “The way the holding companies work is they buy a bunch of agencies, but they don’t really work together,” says Babs Rangaiah, Partner for Global Marketing Solutions at IBM [...]

Belgium’s Proximus Sees Addressable TV Improving Customer Experience

Thu, 20 Oct 2016 22:24:30 +0000

COLOGNE — Over the last year, we have reported how Belgian quad-play operator Proximus is trying to balance its broadband and TV subscribers’ customer experience with offering better ad targeting to clients. Now the outfit is ready to find out how well that balance can work, by lighting up a new addressable TV ad offering for Proximus TV, [...]

Hearts & Science: Less Consumer Interruption As Digital Ad Formats Multiply

Thu, 20 Oct 2016 21:18:20 +0000

Faced with a “fast and furious” proliferation of digital advertising formats, agencies and marketers must contemplate less ad interruptions while figuring out how to give consumers what they really want. “Call that branded content, brand-created, something other than advertising,” says Zak Treuhaft, President of Omnicom’s Hearts & Science agency. Mobile in particular is characterized by [...]

Cadent Adds Broadcast To Advanced TV, Cable Offerings

Thu, 20 Oct 2016 03:50:07 +0000

In the race among advertisers seeking efficient television ratings points amid media inflation, it pays to own a trifecta. For Cadent, that trio is cable, advanced TV and the recent addition of broadcast inventory to its offerings. “So many advertisers are having a tough time competing in this marketplace,” Jim Tricarico, CRO of Cadent Network, [...]

BlackArrow And Cadent Pairing Yields Consistent, Comprehensive Cross-Platform Reach

Thu, 20 Oct 2016 03:43:39 +0000

Simplicity, transparency and scale aren’t natural bedfellows in a world of multi-platform television viewing and audience fragmentation. Corralling all three to benefit advertisers and pay TV providers was the strategy behind last year’s joining of BlackArrow and Cadent under the Cross MediaWorks umbrella. Some 14 months later, BlackArrow and Cadent serve a combined 200 pay [...]

Cross-Screen Addressable Ads Will Be ‘The Norm’ Across Categories: Hearts & Science’s Treuhaft

Tue, 18 Oct 2016 14:08:10 +0000

While the term “high fidelity” is a relic of 1950’s audio recordings, higher fidelity is one of the potential benefits of cross-screen addressable advertising, says the president of Omnicom’s fledgling Hearts & Science agency. Zak Treuhaft also hears echoes of the early digital media era in the industry wide desire to target consumers wherever they happen [...]

Living Room TV ‘Incredibly Valuable Real Estate And Inventory’: GroupM’s Hanlon

Mon, 17 Oct 2016 01:34:50 +0000

The combination of data and technology is bringing some of the best practices developed in digital programmatic advertising to the television-buying world. That same melding when applied to cross-platform targeting affords media planners the ability “to understand consumers wherever they are,” says Evan Hanlon of GroupM North America. What they have in common is two [...]

IPG’s Media Lab Is Agency’s Spotter For Tech Trends, Simon Says

Mon, 17 Oct 2016 01:27:22 +0000

COLOGNE – How does a media company stay abreast of and adopt new technologies to best effect. For many, the answer is to create a “lab”, a division whose sole purpose is to let in-house geeks test out and apply transformational new tech. And IPG Mediabrands is no different. Its IPG Media Lab is devoted to finding [...]