Videology’s Gaskamp: Display Ad Tech Doesn’t Work For Video

By on 02/24/2014 4:48 PM @robertandrews

There is no straight line from planning a textual or pictorial display ad campaigns to doing so for video, says one video ad tech exec.

“A lot of the technologies that were built and deployed in the online display world don’t translate well in to video,” says Videology‘s development SVP Brent Gaskamp.

“Some people have come in and said ‘I’m used to doing everything like I did in display’. We have to move away from silos and have to look at the world through horizonalization – especially in video

“If you look at the lumascape that exists in the online world and bring the complexity … in to video, it’s a very hard equation to solve.”

Gaskamp was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.

Fellow panelists were asked to name their key achievement hoped for in 2014…

  • Xaxis’ north America MD Brian Gleason said: “Attribution – having a true understanding of ‘What can I attribute the action to?’ and then react to that.”
  • Magna Global’s north America president Kristi Argyilan said: “Twenty-eight percent of our media billings will be automated by the end of the year.”
  • Google’s media platforms sales head Jay Vanderzee said: “Focusing on simplicity so that we can drive faster insights for the entire ecosystem.”
  • MediaLink CEO Dee Salomon said: “Bringing creative to technology so that we can get better creative flowing in … and bringing technology to creatives.”
  • Turn emerging media GM Chris Smith said: “Having everything in one place, no matter if it’s display to social.”
Recent Videos
Publishers Shifting To Improve Experience: Xaxis’ Schlickum

Over the last couple of years, the ad industry has put itself through the wringer, when it comes to the combined threats of fraud, viewability and, now, ad blocking. One of those, viewability, is improving somewhat, as publishers pare back and focus on quality, says a top programmatic ad exec. ...

Addressable TV Saves Advertisers Money: Rentrak’s Livek

So-called “addressable TV” promises to bring more-precisely-targeted advertisements to TV viewers via connected boxes and TV sets. And that is going to mean greater efficiencies, according to one ad tech exec. “Addressable TV is here,” says Rentrak CEO Bill Livek. “You have two ...

True Ad Personalization Will Never Happen: Modi’s Thissen

All the talk in TV ad land is about the prospects for super-targeting viewers of connected TVs with hyper-individualized ad messages. One school of thought says that kind of dynamic personalization is “science-fiction“. And a leading addressable TV advertising exec is similarly bearish. “I ...

Dynamic Ad Creativity Is Science-Fiction: Nielsen’s Solomon

The prospect that, in a connected era, TV ads could be assembled from multiple component parts to make up a 30-second spot that is custom-built for a particular individual viewer is getting some marketers is excited. But how viable is this idea, really? Nielsen’s precision and planning SVP Eric ...

Why Out-Of-Context Ads Can Work Best: Xaxis’ Schlickum

Despite the emergence of ads networks and individual targeting that allows advertisers to reach consumers on whatever site they may be, many ad tech execs say context – the art of simply placing an ad in a related publication or TV show – will continue to prove valuable. But can context ...

Context And Audience Go Hand-In-Hand: Xaxis’ Beaumier

The coming age in which TV adverts can be distributed to different individual viewers based on specific targeting criteria could, in theory, mean an end to the practice of buying ads against particular shows known to pull broad audience demographics. But one ad tech exec doesn’t expect a wholesale ...

Cord-Cutting Is Forcing Smarter TV Ad Offerings: AT&T’s Brown

The emerging prospect of targeting individual TV viewers with ads, no matter what show or channel they’re watching, may be real – but that doesn’t mean the industry should throw out the old practice of buying ads in shows considered to have demographic matches. That’s according ...

Upfronts Won’t Die In TV Renaissance: Magna Global’s Bayer

FORT LAUDERDALE — If you think the coming age of buying addressable, internet-style ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. “I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna ...

Brienna Pinnow, Experian
Experian Gearing To Launch Connected Addressable TV Platform

FORT LAUDERDALE — “This has really been the year of addressable TV. We’ve done literally triple the amount of work compared to 2014,” according to Experian addressable advertising product lead Brienna Pinnow. Now the data company wants to do more? But what exactly? “To develop ...

More Safeguards Needed For Dynamic Ad Creative: Bank of America’s Paskalis

The concept of dynamic ad insertion – through which, consumers would get served a brand ad with different content, depending on their targeting profile – has been talked about for a couple of years now. The exciting reality may be around the corner, if the industry can persuade brands it is a ...

Context Of Viewing Still Matters To Ads: Videology’s CEO

Now that online video ad targeting technology can reach advertisers’ ideal audiences wherever they are watching, what is the use for the old model, in which buyers place their bets on shows with audiences they believed to be matched? The new doesn’t have to trump the old, says video ad tech ...

Too Soon For Dynamic Creative Ads: DISH’s Gaynor

Super-targeted TV advertising is just around the corner, but don’t expect the content of those ads to be served dynamically just yet. That’s according to DISH media sales and analytics VP Adam Gaynor. In this video interview with Beet.TV, he says: “Advertisers no longer need to use ...