Real-Time Buying Can Inform Media Planning, Strategy, Mindshare’s Andy Chapman

By on 10/24/2012 9:45 PM @daisywhitney

NEW YORK – Programmatic buying can be used to help inform overall media planning strategies for brands, says Andy Chapman, Leader of Digital Investments at Mindshare. 

 

Beet.TV contributor Ashley Swartz spoke to Chapman at the Beet.TV Leadership Summit on Digital Video Advertising in an RTB World about the increased interest from clients in real-time buying, how this growth is impacting strategy, and budgeting for video across TV and digital.

"We don't have to beg clients to talk about [RTB]. They're interested in understanding what it's about, so we help them understand the marketplace and what it really means," Chapman says. Not only are brands using real-time buying as another avenue to reach consumers, they're also able to use the data from such campaigns to inform their brand strategies.

"We might learn there is a certain segment of the audience that either we didn't know existed or played a secondary role, but is responding better to our campaign, so we try to balance and learn from that and bring it up the funnel to our targeting, segmentation work, and higher level strategic approaches," he explains.

For now, the dollars flowing to digital video are still being carved from TV budgets, but agencies are eager to grow the overall pie by showing the efficacy of deploying video across screens, Chapman tells us. He adds that the plethora of data available to marketers and agencies has also changed how Mindshare approaches hiring employees. There's a higher value placed on understanding data and analytics, in addition to necessary negotiation skills.

This Beet event took place at the Manhattan offices of GroupM and was presented by TubeMogul.

Daisy Whitney

 

Recent Videos
image
Razorfish, Google & Videobloggers Drive 6+ Million Video Views for Unilever Haircare Campaign in...

A YouTube program in the U.K., designed by global agency Razorfish for several Unilever haircare brands, has driven more that six million views since its launch  in April, says Pete Stein, Global CEO of the agency in this interview with Beet.TV The program takes the pulse of Google queries on hair and ...

image
The Viral Video Is Not a Business Model

While the viral video hit can be golden for brands, it can’t be done consistently and it’s “not a sustainable business model” says Mitchell Reichgut, CEO and founder of the Jun Group, a digital video ad services firm that secures views for branded content on hundreds of publisher ...

image
TubeMogul Crushes Wall Street with 64% Rise on First Day of Trading

Whether the dramatic increase of the company’s stock price on its initial day of trading, which closed at 11.50, up $4.50 or 64%, can be sustained or not, time will tell.  For TubeMogul co-founder and CEO Brett Wilson, he is focused on “building a big, transformative company,” he told ...

image
Native Video Advertising on Mobile Devices Powers Growth for Jun Group

The dramatic rise of mobile, opt-in video advertising has helped fuel revenue growth for the New York-based adtech firm Jun Group by 120% in 2013 and the company is on pace for that kind of growth this year as well, says CEO Mitchell Reichgut  in this interview with Beet.TV. In the last few years, Jun ...

image
Simulmedia’s Morgan: TV Finally Embracing Ad Tech

Tacoda and Simulmedia founder Dave Morgan is just back from a fun week chewing over the TV ad tech revolution at Cannes Lions with Beet.TV He is interviewed on stage by digital media investment banker Terence Kwaja. In this AdAge article, Morgan concludes channel fragmentation, a desire for accountability ...

image
Comcast Serves up 13 Million Video Streams of World Cup: “TV Everywhere is Ready for its Close-up”

Comcast has provided  13 million video streams of World Cup matches to subscribers watching via digital devices.   That’s up  55% over the number of streams for the Soichi games, the cable giant says. The enormity of the digital consumption represents something of a watershed moment for “TV ...

image
Sling Rolls Out New Box With Added Mobile Features

Echostar-owned Sling Media introduced a new box to deliver pay TV channels to other devices. The “Slingbox M1″ and “SlingTVTM” are designed to be mobile friendly and are slated to retail for $149.99.  Here is the company press release. In the last year, Sling Media has been focusing ...

image
Digital Targeting Enables Consumer Choice in Storytelling, MediaCom’s Savic

CANNES, France — In a digital world, where transparency is the name of the game, brands can’t hide anymore. What works and doesn’t work is apparent every day, says Sasha Savic, CEO of MediaCom USA, during an interview with Beet.TV at Cannes. “We used to love our ideas. Now, it ...

image
Britain’s Mail Online, Growing Fast in U.S……and Making Waves

The British tabloid the Daily Mail, known as Mail Online,  has become the biggest English language newspaper destination site in the world.  It is growing quickly in the U.S., with a 30 percent  increase over last year, and monthly unique visitors up to 36,4 million, according to comScore.   That growth ...

image
Video Conference Platform ‘Vidyo’ Raises $20 in New Round

Vidyo, the live video platform solution that powers Google Hangouts and a number of other enterprise-level implementations. has raised an E round of $20 million, the company announced today.   Last year we sat down with VP Ray Glynn about the company and the opportunities to implement live streaming across ...

image
Web Originals from Netflix, AOL, Crackle Get Emmy Nods

Netflix, AOL and Crackle were among the digital-first video producers to get recognized with a slew of Emmy nominations which were announced yesterday.   Netflix received several nominations for its big budgeted series.    In the category of Outstanding Short-Form, Nonfiction Program, Crackle’s ...

image
DMEXCO Expects 30,000 Attendees for Giant Digital Media Expo in Cologne

It may not have the sunshine and parties of Cannes Lions, or the glittery nightlife of CES, but DMEXCO (digital media expo) in Cologne is where business gets done for the digital media industry, says Christian Muche, co-founder of the giant two-day conference in September which will attract  a ...

loader