eXelate’s Malik: Life is Better at Top of Video Ad Funnel

By on 07/16/2013 9:25 AM @robertandrews

CHICAGO — Advertisers are finding it easier to use online video like conventional static display ads – because specific targeting through video remains challenging, according to one ad data exec.

“People think about display as ‘top of funnel’ and ‘bottom of funnel’ – branding and direct response,” eXelate marketing chief Khurrum Malik tells Beet.TV in this video interview.

“With video, it’s very ‘top of funnel’ right now. Data is being utilised from a demo perspective a lot – age and gender is really powering a lot of video targeting. If you go too far down the funnel in video right now, the inventory gets really small.

“We’re seeing people staying at the top of the funnel, using demo data, because that’s where they get most reach.”

“Video is much deeper immersion – people are having a hard time getting direct response from it. So we’re staying at the top of the funnel for online video.”

One of the biggest current industry efforts is using data to help video ads reach specific audiences in the same way web display ads do nowadays. Exelate itself specializes in providing demographic data and analytics to advertisers.

We interviewed eXelate’s Malik earlier this month at the Beet.TV programmatic video advertising summit, where is was speaker

Recent Videos
image
Cadreon’s Arun Kumar on Advanced TV and Why the AT&T DirecTV Acquisition Matters

Arun Kumar, global president of IPG’s Cadreon unit, sees AT&T’s acquisition of DirecTV as a watershed moment in a new era of television.  He says that the merger will mean more intelligent targeting of consumers with data on the household level. He says that inevitable evolution of the new ...

image
Taboola Adds AP To List Of Publisher Clients

In the battle of the content recommendation titans, the two leading contenders routinely trade new client announcements. Amongst the latest is Taboola, which says it will power content recommendations inside Associated Press’ mobile apps and websites. The deal is a two-year exclusive, meaning Taboola ...

image
Former P&G CMO: Fundamentals of Brand-Building Haven’t Changed

Despite the rapid pace of media and technology innovation, Procter & Gamble’s former top marketer Jim Stengel observes that the fundamentals of brand building haven’t changed. “A lot of companies lose sight of that,” says Stengel, who left P&G in 2008, in an interview with Beet.TV. ...

image
Integral Ad Science Raises $67 Million Round to Fund Expansion, Combat Ad Fraud & Viewability

Integral Ad Science, the New York-based tech company that describes itself as  “the leader in quantifying digital media quality” has raised $67 million: $27 million in venture funding from Sapphire Ventures and $40 million in debt financing from Silicon Valley Bank. In this previously published ...

image
14 Chinese Companies Now Among Top 100 Most Valuable Brands: Millward Brown

Going back a decade, when Millward Brown’s annual BrandZ study tracking the 100 most valuable global brands was first released, only one Chinese company made the list. Now there are 14, including the tech giants Tencent and Alibaba. “Most of them are big brands, but they’re not truly globalized brands ...

image
4C Insights Acquires Teletrax to Drive Addressable TV Ad Decisioning

CHICAGO — The latest incarnation of a leading TV-synced online ads enabler is coming in to focus, with the announcement, by ad data company 4C Insights, that it has raised funds to acquire Teletrax, aiming to beef up its activities in social and TV advertising. “We’re playing aggressively in ...

image
Video Ad Platform Jun Group Raises $28 Million In First Venture Round

The Jun Group, a New York-based video ad platform that places ads in custom video players on publisher sites and within mobile apps, has taken its first venture round since being formed in 2005, the company announced today. The company, founded in 205, has taken some debt financing and is profitable, CEO ...

image
Hearst CEO Swartz’ Career Advice: Follow Your Passion To The Top

Steven R. Swartz isn’t the only business reporter to make it big on the business side of reporting. Sequoia venture capitalist Michael Moritz wrote for Time magazine before making tech investments, for example. But he is one of the few to have risen to the very top of the company he has worked in for so ...

image
“It’s Going to Take a Village to Produce Creative”: Tribal’s Guest

CANNES — One consequence of the rise of data-driven marketing is brands creating tens of even hundreds of ads for various audience segments for a single campaign, not just two or three like in the old days. It’s “great from a sales perspective and not so great from a marketing cost perspective,” ...

image
Data is an “Enabler” of Creativity, JWT’s Jeffrey

When J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey got his start in advertising, it was normal for agencies to present a single TV spot to prospective clients in order to prove their credentials. For example, at Chiat/Day, where he worked early in his career, they showed the “1984” Apple ...

image
Addressable TV will Provide Unprecedented Granularity, SMG’s Scheppach

CANNES — So-called “addressable TV”, in which TV sets can now speak back to broadcasters, are tantalizing with the promise of household-level ad targeting. But addressable TV is not just about more refined TV targeting – the device in the living room is one platform that will feed ...

image
Careers in AdTech Will be Powered by Digital Transformation, AOL CEO Tim Armstrong

Less than 10 percent of e-commerce and advertising is powered digitally —  but that will inevitably change. And the looming transformation will provides a twenty to thirty-year “tailwind” for the entire adtech and media industry which will mean vast opportunities for young people ...

loader