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
COLOGNE-Traditional “last touch attribution” for measuring advertising is out of touch with today’s analytics and could help to explain some of the headlines about how television just isn’t working as it used to, according to Jean-Philippe Durrios. “The industry has known this for a awhile. But more and more it’s becoming more democratized, that you […]
COLOGNE-Matt Gee has his own take on the nature of the transformation sweeping the advertising industry. He envisions advertising as evolving into a kind of “service design” provider, which helps to put technologies like artificial intelligence and virtual reality in an interesting perspective. Gee, who was recruited to Aegis Dentsu’s Isobar UK as Head of […]
COLOGNE-To the world at large, the fate of Yahoo had been a long-running saga that seemed like it would never end. But to AOL CMO Allie Kline, the deal joining AOL and Yahoo is a big momentum boost for the “flywheel” of data-driven advertising and content under the Verizon umbrella. With Verizon already having scooped […]
These days, it takes a lot to move an audience. In fact, it looks like all the all tricks in the marketer playbook don’t work so well anymore – nowadays, it’s going to take money, too. That’s according to an Adobe’s just-published Digital Insights Advertising Demand Report – a survey of 800m North American customers – which […]
COLOGNE — What’s the best way to deliver commercial viewing experiences to viewers in the interactive TV age? The new platform opportunity is considerable, but could be squandered by overly aggressive or jarring messaging. That’s why Interpublic’s IPG Mediabrands is partnering with interactive-TV advertising firm Innovid. The pair are collaborating to find the right recipe for […]
COLOGNE — Imagine if advertisers and broadcasters could know, with certainty, which TV shows viewers were watching, for how long and how attentive they were? That’s what companies like Samba TV are claiming to offer. Launched in 2008 and backed by investors including Mark Cuban, the outfit works by having software embedded on some 180m […]
It’s one of the thorniest problems in marketing today – how do you target a single user when that user leaves separate breadcrumb trails on disconnected devices? Brands recognise the problem – but they need to do more to recognise there are companies out there that can help. That’s according to an OpenX exec working […]
Bank Of America has joined the ranks of big-brand advertisers calling for Facebook’s advertising boasts to be more transparent, after the social network admitted inflating video metrics for two years. Last month, Facebook conceded it had erred in the way it calculates average video view duration, leading advertisers to believe in numbers that were actually overstated. “The error […]
COLOGNE — Advertisers have got better at using data to derive real meaning from campaigns – now they need to improve the way they port their messages to new platforms. That’s according to the woman who runs revenue at recently-acquired Yahoo. Lisa Utzschneider tells Beet.TV: “We’ve become much more sophisticated over time about how to turn […]
COLOGNE — Marketers’ imperatives have changed a lot. That’s why media agency holding group Publicis recently brought together many of its disparate capabilities together in to a new division, Performics, focused on executing performance-based media outcomes across the board. Performics’ CEO Michael Kahn says the agency covers a range of advertising channels: Biddable Programmatic Search Social Mobile Display Direct-response Direct-response […]
COLOGNE — Print media are used to wraparound ad formats, which see brands take over the front and back pages of newspapers or magazines. Online media are also catching up to a format that can both retain the primacy of the original product and offer brands big-league impact. You may have seen more and more websites offering […]
COLOGNE — Once upon a time, video was a landscape format. Now the rise of new platforms and services means we have square and even mobile-sized vertical to contend with. But what may be difficult, at first, for creative agencies to adjust for can end up being desirable to buyers and sellers alike. “On the publisher side, […]
COLOGNE — For some, it’s the holy grail of television – the ability to reach individual TV viewers with customized messages, overcoming the inefficiencies of mass reach. But is this advanced TV advertising all it’s cracked up to be? For Jon Heller, the opportunity is a mixed bag. “It’s a double-edged sword,” the co-founder of video ad-tech vendor FreeWheel tells Beet.TV […]
COLOGNE — It’s one of the biggest problems in advertising, even though many ad-tech vendors think they have solved the issue. “On average, anything from 40% to 60% of ads are served to the wrong audiences,” according to Stephen Webb, the EMEA regional director for Facebook’s Atlas ad server platform. “Which is why men are getting […]
COLOGNE — Now that Sky’s German and Italian operations are part of the same Sky Europe entity, the continental outposts’ activities are benefitting from technology developments led by the pay-TV and telco company’s UK division. Case in point – Sky Deutschland is now enabling dynamically-inserted ads – a technology which allows broadcasters to swap out default ads […]
COLOGNE-While dynamic ad insertion is hardly a nascent concept, there is a debate over the merits of executing it solely with server-side technology. Adobe, whose Primetime technology NBC used for the Summer Olympics in Rio, believes it’s not simply an issue of client or server side. “There are major benefits and tradeoffs with server-side ad […]
COLOGNE-As it gains traction around the globe following its acquisition by FreeWheel, StickyADS.tv is preparing to release a solution to facilitate the competitive separation of ads. Meanwhile, its CEO & Co-Founder sees technology that makes video ad blocking more difficult as providing a stepping stone to linear programmatic television. In an interview with Beet.TV at […]
When she was the Global CMO of IPG Mediabrands, if Liz Ross had suggested creating a client advertising campaign that quickly disappears, she might have been shown the door. But as the President and CEO of Periscope, that concept has been a smash success in the independent agency’s work for Trolli gummy candies. Periscope’s groundbreaking […]
COLOGNE-WPP Group hasn’t wasted any time incubating GroupM Connect, its digital agency platform specializing in real-time and biddable media. In two years it’s grown to more than 2,000 people and made a number of acquisitions because “We firmly believe that anything that can be bought programmatically going forward will be,” said Ruud Wanck, Worldwide CEO […]
During its first dozen years or so of existence, the Internet Advertising Bureau helped create digital advertising standards. But more recently, digital players have pursued extreme differentiation in their offerings, unleashing “chaos” that helped spawn problems like ad-blocking technology, says IAB CEO Randall Rothenberg. “It was industry standards, including things like the IAB standard ad […]