Advertising Perspectives

LONDON – TV’s still hot in Europe – but the industry needs to come together to keep it that way. So says the chief executive of RTL AdAlliance, the pan-European TV ad sales house. Stéphane ... read more

LONDON – TV advertising has already seen the emergence of QR-based engagement formats for onscreen messaging. But there are more engaging interactive formats that allow viewers to dive into on-TV experiences. Mike Bologna’s Brightline is ... read more

Millions of U.S. households have connected their televisions directly to the internet, and YouTube has become the most popular platform with its vast and diverse range of video content. There have been several episodes when ... read more

LONDON – What constitutes a high-quality, “premium” TV viewing experience in the eyes of audiences? It’s a question that is hotly debated in the TV and advertising industries. To get a handle on it, NBCUniversal ... read more

SANTA MONICA, Calif. – Contextual advertising has been around for years, but its role was somewhat diminished as marketers relied on tracking cookies to improve their audience targeting online. With connected television, which is a ... read more

With another Consumer Electronics Show just around the corner, professionals are set to flock to Las Vegas, including those from advertising and media. Serina Spencer, SVP, Enablement, PMX Lift, Publicis Media, is no stranger to ... read more

Addressable TV advertising has hit an inflection point. More marketers are turning to it as a “must-buy” to achieve better performance, even as overall TV ad spend remains under pressure. That was the view of ... read more

LONDON – TV may have traditionally played a largely brand-building role for advertisers, but the new-look TV supports both branding and performance marketing. “I think it’s true that the lines between brand awareness and performance ... read more

LONDON – The advertising industry is grappling with a paradox. As premium video content flourishes, accessing it can sometimes seem like a labyrinthine process, particularly for smaller advertisers seeking to expand their reach. No wonder ... read more

LONDON – Every major brand of smart television has its own operating system to run apps for connected television, but this predicament isn’t ideal for consumers who want a user-friendly experience. Xperi, the parent company ... read more

Women in the past 50 years have steadily risen into top managerial roles in the advertising and media industries, but there’s still more work to be done in terms of equal pay and greater diversity ... read more

SANTA MONICA, Calif. – While Publishers Clearinghouse is well known as a sweepstakes company, it has evolved in the past decade into a digital marketing and commerce company that has vast troves of opt-in data ... read more

The death of linear TV may have been greatly exaggerated, says a UK executive who has an expanding portfolio of live sport, coupled with a growing range of ad-tech products. “We talk a lot about ... read more

SANTA MONICA, Calif. – As CEOs, CMOs and agency clients demand AI strategies, marketing executives are grappling with how to harness the potential of artificial intelligence in its early, fast-evolving days. So, how have the ... read more

CES 2025 is expected to showcase the ways that technology companies and makers of consumer electronics are adopting artificial intelligence to improve their products and services. For AI to be effective for advertisers and marketers, ... read more

Addressable advertising is making great strides in fulfilling its promise to show different commercials to different households during the same television programming. These capabilities rely on various sources of first-party data, which advertising data and ... read more

The worlds of television and streaming have blurred, and many children no longer recognize the difference between traditional television and apps, according to Travis Scoles, EVP, Advanced Advertising at Paramount. Scoles highlighted how this generational ... read more

SANTA MONICA, Calif. – The software tools to automate the buying and selling of digital and mobile advertising are transforming the connected television ad market. The adoption of these programmatic tools are helping startup CTV ... read more

SANTA MONICA, Calif. – Generative artificial intelligence, the technology that powers popular apps such as ChatGPT, is changing the way brands and agencies develop campaigns, and the reshaping has only just begun. “Generative AI is ... read more

SANTA MONICA, Calif. – The fragmentation of media has made it much harder for marketers to achieve the kind of reach and scale they once enjoyed through traditional linear channels. But an omnichannel approach, informed ... read more

CES showcases the latest electronic hardware such as high-definition televisions, gaming computers, wearable devices and WiFi gear, but they all need software including videogames for the fullest “wow” effect. “We love going to CES. It ... read more

SANTA MONICA, Calif. – Programmatic ad-buying has long relied on carefully selecting digital properties and packaging them for buyers. Traditionally, supply-side platforms (SSPs) like OpenX have curated ad inventory by choosing websites and apps, bundling ... read more

Perceptions of women business leaders may have shifted in recent years — but is there still a misunderstanding about female leadership? In this video interview with Beet.TV, Kristi Argyilan, SVP, Retail Media, Albertsons Companies, said ... read more

SANTA MONICA, Calif. – Connected television is in its infancy compared with decades-old linear television, and its ultimate success as an advertising medium will depend on a dynamic mix of influences. Two key components will ... read more

Connected TV (CTV) presents a paradox. It promises targeted advertising and detailed viewer data, yet simultaneously grapples with transparency and brand safety challenges. While advertisers yearn for show-level insights, the one-to-one nature of CTV impressions ... read more

CES offers a window into the technologies that will make people’s lives easier to manage, and that’s especially true as artificial intelligence makes products and services smarter or more responsive to consumers. “AI and machine ... read more

SANTA MONICA, Calif. – It’s estimated that about 400 billion gigabytes of data are created every day, challenging decision makers to find the best ways to mine this information for insights. Because data is often ... read more

Addressable advertising is an important tool in helping marketers reach television audiences based on key criteria, providing enough precision to ensure campaigns are relevant to viewers. Accurate information about consumers underpins these vital media functions. ... read more

SANTA MONICA, Calif. — Lack of transparency and data standardization are two of the issues plaguing the booming programmatic space, leading to inaccuracies and inconsistencies in how CTV signals are communicated and translated. To address ... read more

SANTA MONICA, Calif. – Ride-share giant Uber Technologies seeks to give brands a way to reach consumers as they take trips, whether it’s to the airport or the community shopping center. This reach not only ... read more

LG Electronics is one of the biggest consumer electronics companies in the world, making CES a vital event for showcasing its latest wares. As a maker of internet-connected televisions, LG’s advertising sales unit, LG Ad ... read more

LG Ad Solutions today announced the renewal of a global partnership that keeps Magnite as its primary sell-side platform and Magnite’s SpringServe ad server for new activations. With the partnership, advertisers can use Magnite’s ClearLine ... read more

SANTA MONICA, Calif. – Women are responsible for a significant majority of purchase decisions worldwide, making insights into their wants and needs extremely valuable to marketers of consumers brands. Women who work at these brands ... read more

SANTA MONICA, Calif. – Could an IAB Tech Lab measurement initiative herald the future of video ad measurement? Open Measurement SDK (OM SDK) is designed to facilitate third party viewability and verification measurement for ads ... read more

CES, or what used to be known as the Consumer Electronics Show, each year helps to set the tone for the innovative products and services that people can expect to see coming to market. Artificial ... read more

As addressable TV grows beyond its roots in categories like autos, new challenges have appeared around targeting, measurement, cost and creative. But the opportunity is also now seeing kinds of ad buyers adopting addressable. In ... read more

SANTA MONICA, Calif. – Creators are remaking the media landscape, giving brands new ways to reach audiences of highly engaged fans, enthusiasts and followers. Amid this transformation, create platform Spotter is spending hundreds of millions ... read more

“I was fascinated by the camaraderie and the community that Andy and the team have built,” says Terence Kawaja, founder, CEO of LUMA Partners. “There’s a tangibility to the discussions that I’ve noticed. Beet Retreat, ... read more

CES, the annual Consumer Electronics Show, is a time of excitement for gadget lovers and innovators alike. But for marketers, it can also bring a sense of trepidation. As new devices and services hit the ... read more

Customer data have become more valuable as marketers adopt newer technologies to unlock insights such as the best ways to reach their clientele across a variety of media platforms. These methods are helping advertisers to ... read more

SANTA MONICA, Calif. – The popularity of OpenAI’s ChatGPT app helped to demonstrate to millions of people the power of artificial intelligence, and specifically generative AI that’s capable of creating content based on instructions written ... read more

SANTA MONICA, Calif. – Comcast Cable’s advertising sales division expects addressable TV to shift from a test budget to a “must-have” in the coming year, with continued growth in the upfronts. Amid a fragmented media ... read more

The adoption of addressable advertising is accelerating, with 65% of advertisers including it in their upfront negotiations this year, according to Larry Allen, VP & GM of Addressable Enablement at Comcast Advertising. Of those who ... read more

SANTA MONICA, Calif. — As advertisers seek to drive results across various platforms, connected TV is emerging as a key opportunity for performance media. While traditional TV advertising has focused on reach and frequency metrics, ... read more

Advances in artificial intelligence, particularly generative AI, are enabling marketers to deliver personalized omnichannel experiences to consumers in near real-time, across every stage of the purchase journey. But, in leveraging AI to boost conversions and ... read more

SANTA MONICA, Calif. – TikTok is investing heavily in creative solutions to help brands create effective content on the platform. With creativity being the key to breaking through and driving campaign success, TikTok offers a ... read more

ORLANDO – The rapid shift in people’s television viewing habits during the pandemic, when many people were stuck at home and signed up for streaming services, pushed audience measurement companies to adapt their tabulations. Nielsen, ... read more

Advertising software and services company Mediaocean this month announced a plan to buy advertising tech company Innovid for $500 million. The deal, which is expected to close early next year, expands Mediaocean’s ability to offer ... read more

When you’re a company that owns customers’ means of accessing communications and content services, first-party data comes by default. By aggregating data based on app ownership, frequency of use, and time spent, T-Mobile Advertising Solutions ... read more

SANTA MONICA, CALIF. – This year’s Olympic Games in Paris underscored the power of live sports to deliver meaningful cultural moments to a broad audience, and to provide opportunities for participating sponsors to achieve their ... read more

SANTA MONICA, Calif. – Streaming advertising is growing, but advertisers face challenges in consistently reaching the right audiences across different media partners and platforms. This is due to discrepancies in how various “householding” solutions match ... read more

Ad serving is the essential”railroad track” that connects the digital ecosystem, explains Bill Wise, CEO and C0-Founder of Mediaocean in this Beet.TV video interview on reasons behind the acquisition of Innovid. The new company will ... read more

The Coalition for Innovative Media Measurement (CIMM) is bringing its collaborative approach to advancing TV and video measurement to Europe with its first major event in the UK market. CIMM London on December 9 will ... read more

SANTA MONICA, CA – The advertising industry is abuzz with talk of using artificial intelligence and mountains of consumer data to power a new wave of personalized marketing. But industry executives must proceed wisely to ... read more

SANTA MONICA, Calif. – The digital advertising industry is poised for a strong 2025 as several economic indicators point toward growth, Terry Kawaja, founder and chief executive of investment bank LUMA Partners, said in this ... read more

Generative AI may be the talk of the tech world, but consumer adoption is still in its early stages. According to a new study from Publicis Media and Microsoft Advertising, just 13% of consumers who ... read more

ORLANDO, Fl – The availability of NFL games on streaming platforms has surged by 50% annually for the past three years – and this coming season, over half of all NFL games will be available ... read more

ORLANDO, Fl – Auto makers have long used TV as a key advertising channel. So, in the new era of internet-connected TV changing, are car manufacturers changing gear? In this video interview with Beet.TV at ... read more

Consumers say they like seeing ads that are tailored to their needs, but they also don’t like the idea that they’re being spied upon as they spend time with media. Technology giants have worked to ... read more

Connected television has exploded in popularity in the past decade as consumers seek greater flexibility in their viewing choices. Advertisers are following these audiences, but additional investment is needed for CTV to fulfill its potential ... read more

ORLANDO – A variety of studies have shown that consumers tend to feel more favorable about brands whose advertising shows accurate depictions of people irrespective of identity group. New technology can help brands to determine ... read more

Retailers that sell advertising make up a booming area of the global media market as brands seek to reach consumers as they shop or to target them based on their purchase behaviors. While retailers are ... read more

ORLANDO – Automotive brands for decades have been mainstay advertisers on traditional linear television, including over-the-air broadcasts and cable channels. As many cord-cutters and cord-never consumers reach the prime car-buying age, carmakers are embracing newer ... read more

Since the birth of advertising, marketers have pondered whether they spent their media dollars most effectively. The upcoming Beet Retreat Santa Monica will feature key discussions on how measurements of ad effectiveness are being revolutionized ... read more

As artificial intelligence evolves, it is enabling new opportunities for personalization in advertising and e-commerce. From generating creative assets to optimizing campaigns and streamlining operations, AI is being applied in three key areas to enhance ... read more

At some point in the last couple of years, the growing interest in “influencer” marketing gave way to a consideration of “creator” relationships. In this video interview with Beet.TV, Lauren Benedict, Chief Revenue Officer at ... read more

Television viewers for years have enjoyed a growing selection of video channels, especially with the advent of streaming media to connected devices. Advertisers also have caught on to streaming, seeking to reach people who spend ... read more

ORLANDO, Fl – Candy gets sticky, but, when it comes to audience engagement, could live sports be stickier? “Sports brings culture together,” according to Vinny Rinaldi, VP of media and marketing technology at The Hershey ... read more

One year after it launched its TV by OpenX product, which aimed to clean up the biddable CTV market by removing resellers and unintentional inventory from its offering, OpenX has given an update. “Since doing ... read more

The retail media explosion will continue to be driven by the trend in first-party data coming with the deprecation of third-party cookies – but retail media networks will still need to carefully manage their customers’ ... read more

ORLANDO, Fl – The broadcast company behind A&E, History and Lifetime believes that engaging modern audiences overwhelmed by choice is all about serving them wherever they are in their journey. A+E Networks has been an ... read more

Retailers that sell digital advertising for the past decade have been grouped into a category generally known as retail media networks. But as these networks have proliferated and grown more sophisticated, brands are pushing them ... read more

ORLANDO, Fl – General Motors is partnering with the Association of National Advertisers on a cross-media measurement initiative to better understand ad frequency across digital platforms, television and streaming TV. The goal is to enable ... read more

In 2024, AI in advertising moved from hypothetical to real-world adoption – but how did it play out? One agency, Dentsu, says it is getting a big lift from an AI partnership with Microsoft Advertising. ... read more

Millions of households in the past 15 years have connected their televisions directly to the internet to expand the range of programming they can watch on demand. Advertisers have followed, seeking to combine the storytelling ... read more

Consumers today have immediate access to video programming through some kind of connected device, whether it’s a smart TV, a wireless tablet or mobile phone. That accessibility gives brands more ways to reach consumers in ... read more

Kroger’s advertising division is discovering the joy of retail media plus addressability means fewer ad impressions can generate the same sales impact. “For two years now, we’ve seen that we have the ability to use ... read more

ORLANDO, Fl — Can artificial intelligence help sell diapers and toothpaste? In 2024, AI’s application in ad agencies seemed to move from theory to practice. In this video interview with Beet.TV, household-goods brand umbrella group ... read more

ORLANDO, Fl — Can artificial intelligence help sell diapers and toothpaste? In 2024, AI’s application in ad agencies seemed to move from theory to practice. In this video interview with Beet.TV, household-goods brand umbrella group ... read more

When Microsoft launched its Copilot AI assistant in 2023, it included a personalized advertising element based on picking up commercial intent from user conversations. The results were promising. Blending AI chat with ads is potentially ... read more

ORLANDO, Fl — The cross-media measurement unit announced by the ANA this summer is preparing to launch, by building out a panel. In June, the ANA announced Aquila, an effort to “govern, operationalize, and execute” ... read more

Commerce media aims to convert viewers of content, which includes everything from social media posts to television programming, into shoppers for products and services. In some ways, commerce media collapses the traditional purchase funnel, bringing ... read more

Consumers are increasingly turning to free ad-supported streaming (FAST) services, with a 57% shift over the last year alone, according to Courtney Howell, Head of Media & Advertising Sales at Samsung Ads. This adoption is ... read more

Kinective Media, the advertising arm of United Airlines, is hoping its ad offering can become more immersive, by partnering with Starlink to support streaming and gaming in the air. Since launching in June, Kinective has ... read more

Retail media is already the third-largest digital ad channel in the US – and it is forecast to make up a quarter of all digital ad spending by 2028, according to eMarketer. That is because ... read more

TikTok may be seen as a passive entertainment platform where users come to be entertained and educated. But the platform is seeing a shift in how users engage, with many now willing to take action by searching ... read more

AMENIA, NY — There is more data available for TV ad buyers to leverage for improved targeting than many of them appreciate. That is according to one executive who helps brands better understand their customers. ... read more

When it comes to breast cancer, many people believe it’s primarily hereditary. However, as Cara Lewis, a 19-year breast cancer survivor, points out, a large percentage of women diagnosed each year – somewhere around 40-50% ... read more

The worlds of retail media and commerce media are evolving fast, but a shakeout is coming as companies decide which part of the landscape they want to own. That is according to Brian Monahan, Global ... read more

As the customer journey spreads across multiple devices, channels and platforms, data is becoming “more sparse and fragmented”, leaving gaps in traditional attribution methods. TikTok says it will have a “busy year ahead”, launching new ... read more

In the immersive world of Roblox, gamers come for entertainment and connection with friends. But the platform is also proving to be a new tool for creators and advertisers alike. A recent study found that ... read more

In a crowded streaming market, Philo wants to set itself apart with a focus on delivering value and accessibility to customers seeking entertainment and lifestyle content. The virtual MVPD (multichannel video programming distributor) has carved ... read more

AMENIA, N.Y. – Digital advertising has financed the broad availability of free stuff for consumers, whether it’s educational videos on YouTube or Web-based software for creators or encrypted messaging. Unfortunately, the vibrancy of this digital ... read more

Diagnosed with breast cancer at age 29, her perspective on the priorities of work and personal life were profoundly changed. For Cara Lewis, it has made her a “better leader,” making her more empathetic, understanding, she ... read more

AMENIA, NY — In the emerging world of retail media networks, through which retailers are becoming advertising platforms, how does media planning change? Lisa Giacosa is aiming to move planning “upfront”. “Rather than thinking about a consumer ... read more

AMENIA, NY — TelevisaUnivision is seeing streaming as a major growth opportunity, having experienced significant increases in engagement and subscribers on its ViX platform. The company recently hit 50 million monthly active users on ViX, the ... read more

AMENIA, N.Y. – Major retailers every day are getting more sophisticated in the ways they harness data about their customers, with loyalty programs, credit card accounts and online registrations helping to gather individualized information. While ... read more

FreeWheel, the advertising technology unit of Comcast, this month announced a first-of-its-kind partnership with audience data and measurement company Samba TV to offer major improvements in reaching targeted groups of viewers. Their collaboration is especially ... read more

AMENIA, NY — As the TV upfronts season starts to wrap up, media agencies are noticing some key trends emerging in the way advertising is being bought and sold. Increased flexibility to move away from ... read more

Contextual advertising is poised to reach new heights in the coming year, as artificial intelligence and advanced technology help marketers move beyond obvious placements to uncover hidden moments of consumer receptivity. But to get there, ... read more