While publishers seek a direct, simplified means to sell video inventory, like television, the reality is a bifurcated world where advertisers seek to buy in a range of electronic marketplaces, observes Michael Greene, Analyst at Forrester Research in this interview with Beet.TV.
Greene was a panelist at the August 23 Beet.TV Video Leadership webcast.
Andy Plesser
Amid the growing complexity of advanced television, FreeWheel’s clients have two elemental desires. One is for FreeWheel to explain to buyers in the U.S. and Europe what’s available and what’s possible, the other is accessing more demand from advertisers. “You sit across all of it and see it all and are close to the technology […]
ORLANDO—It started with “low-hanging fruit” like collateral and point-of-sale materials and package design then progressed to social media. Now more marketers are expected to bring some of their media activity in-house—one reason being to protect their first-party data, according to Bill Duggan of the Association of National Advertisers. “Currently, there’s much more creative done in […]
ORLANDO—Before digital media and all of its complexity came along, advertising agencies were basically ensured of an end-to-end relationship with their clients. Now there’s so much more work to be done, it’s not surprising that more marketers are taking certain functions in-house, according to 4A’s President & CEO Marla Kaplowitz. “It’s been around for a […]
The idea of assembling a different ad, from multiple constituent pieces of content, for each individual audience member, depending on their targetable characteristics, goes back some way. Somehow, though, “dynamic creative optimization” (DCO) never quite seemed to hit prime-time – until now. After years on the sidelines, suddenly ad industry executives are back talking about […]
A big conundrum in cross-screen audience targeting is the need for cooperation across a multitude of potential partners even as the number of partners continues to multiply. And technology itself isn’t the white knight it was once thought of, judging from a panel discussion at the recent Beet.TV leadership forum. The panel titled Making Identity […]
Having to innovate and “re-innovate” is nothing new at FreeWheel, which Diane Yu helped to create in 2007 after leaving Google/DoubleClick. But even the CTO herself is rather amazed at the company’s evolution to a platform serving both buyers and sellers. “Thinking back 12 years ago, I wouldn’t imagine that we’re doing the FreeWheel NOWFRONT,” […]
ORLANDO—Video game giant Electronic Arts didn’t decide overnight to buy media in-house across more than 40 countries. Building an in-house capability can start with baby steps, dipping your toe into the waters and, along the way, nurturing your talent so as to avoid “tissue rejection,” says EA Global Head of Media Belinda Smith. After buying […]
ORLANDO—Not that long ago, in-house agencies were where “old creatives went to die because they were done with the advertising industry. That has definitely shifted,” says the VP and COO of 140, Verizon’s in-house agency. Now, because in-house talent at companies like Verizon are in close in proximity to corporate leadership, among other factors, “that […]
Around the world, news organizations are being caught in a perilous pincer movement. On the one hand, many consumers are now ebbing away from classical news outlets, instead getting their information through social platforms. On the other, advertisers are following suit – alarmed at either the consumer migration or the increasingly downbeat tenor of news […]
Amid the push for more performance-based advertising campaign outcomes from deterministic consumer identities, Horizon Media is building its own identity solution. “With the help of our partners, we can now attach that ID to build the deterministic ID. That’s going to allow us to advertise more one to one and get more toward people based […]