B2B Beat Articles

  • ANA's Liodice Wants Solutions to Ad Fraud, Brand Safety, Viewability, and More

    April 9, 2017

    The last few years have been contentious times between advertisers and their agencies on a number of fronts in their day-to-day relationships. But as the CEO of the Association of National Advertisers gathers with his agency counterparts, Bob Liodice puts the onus on brand marketers to rein in the digital supply chain and “get back to fundamentals.” Digital ad...

  • How to Use Data to Appeal to Your Audience's Emotions

    April 2, 2017

    This guest post was contributed by Andy Plesser, Owner of Beet.TV. Using dynamic video ads that key off of seasons or weather conditions for Lowe’s is “table stakes,” given the wealth of behavioral data available to tweak viewers’ emotions. “I think that’s kind of easy to do,” said Bob Estrada, EVP & Director of Strategic Partnerships at BBDO New York, the...

  • Why Digital Video is Moving from Branding to Sales Tool

    March 26, 2017

    This guest post was contributed by Andy Plesser, Owner of Beet.TV. While brand marketers have employed marketing mix modeling for a long time, it’s not the most effective way to measure the return on digital video. That’s where attribution comes in. In this video, shot at the Beet.TV Summit, Jim Spaeth, a Partner at the Sequent Partners consultancy, says,...

  • It's Not Mobile-First; It's Becoming a Mobile-Only World,...

    March 19, 2017

    This guest post was contributed by Steve Ellwanger, courtesy of Beet.TV. Forget mobile first. It’s a mobile-only world, which provides...

  • WPP’s Sorrell: It’s Still Not the Year of Mobile Advertising

    March 12, 2017

    This guest post was contributed by Andy Plesser, Owner of Beet.TV.  Despite years of promise, mobile advertising has still not...

  • Why Sometimes I’m Hoping the Plane’s Wi-Fi is Broken

    March 5, 2017

    Don't get me wrong, the B2B Beat thinks Internet access on a jetliner is an amazing achievement, a triumph of science and technology....