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
image
Publicis’ Lévy Says, In Future, ‘Ideas Will Be King’

The whole of the communications business is being shaken up – and yet, one thing will remain exactly the same. “In 10 years time, as today, ideas will be king,” according to ad agency holding group Publicis’ CEO Maurice Lévy. Speaking with Beet.TV, he envisages a future industry in ...

image
Rubicon’s Stevens Sees Retailers Becoming Publishers

CANNES — If you thought it was just media companies that were selling automatic online advertising, think again. Retailers are also becoming media companies, and they are using programmatic to do it. Programmatic ad tech vendor Rubicon Project’s international GM Jay Stevens tells Beet.TV he ...

image
Video and Mobile Primed for Media Disruption, Havas’ Dominique Delport

CANNES — Video will become ubiquitous and will disrupt many aspects of the media landscape, says Dominique Delport, Global Managing Director of Havas Media Group, in this interview with Beet.TV about the future of video advertising. Consumers are engaging with video on nearly every platform and ...

image
Embrace Programmatic or Be Left Behind, Carat’s Jarvie

CANNES — It’s a given that the massive change in consumer habits and their interaction with new devices is causing great ripples in the ad business too. The byproduct of that change is the widespread creation of new technologies, says Euan Jarvie, Executive Director at Carat Global, in an ...

image
Teads Finds Success with Bet on Video Viewability

CANNES – When Paris-based Teads launched back in 2011, there was very little conversation about the viewability problems around video advertising, but that has changed and the bet by co-founder Bertrand Quesada looks like it is paying off. The company has recently raised a $30 million round and has ...

image
We Are “Short Step” to Full Automation of Advertising Transactions, PHD’s Cooper

CANNES – The  rate of change in the automation of advertising buying and selling and the industry will reach full automation in short order, say Mike Cooper, Worldwide CEO of Omnicom’s PHD media agency unit.   In the interview he also comments on the unprecedented number of media agencies in ...

image
“Xaxis Sync” Reached Short List at Cannes Lions: Caspar Schlickum Explains Why it Matters

CANNES – Powering real-time advertising buying is determined  by a number of signals, including data on which commercials are being aired at a particular time. Xaxis, the automated media buying unit of GroupM, launched a product last year called Xaxis Sync. It  synchronizes TV ads and serves related ...

image
Programmatic Will Transform Outdoor Advertising: VivaKi’s Hopwood

CANNES — Programmatic buying is still almost entirely associated with digital media, but the time might not be far off when creative is routinely served in real time on outdoor advertising displays. That’s what Danny Hopwood, VivaKi’s VP-solutions and platform operations for EMEA, envisions. He ...

image
Dispatch from Cannes: “This was the year of Snapchat,” Mindshare’s Johnston

CANNES – Every year at the Cannes Festival  there is a new player that captures the attention of media world.  “This was the year of Snapchat,” says Norm Johnston, Global Chief Digital Officer of Mindshare, in this interview with Beet.TV He says that Snapchat has proven its value to ...

image
Addressable TV Advertising is Here, Finally, says AT&T’s AdWorks Dunsche

CANNES – No longer pie-in-the sky, the long-anticipated technology enabling brands to deliver TV ads  to specific households is finally becoming a reality for cable and satellite operators including AT&T, says Maria Mandel Dunsche VP of Marketing for AT&T AdWorks, in this interview with ...

image
AdTech Firms Need to Adhere to Attribution Standards, GroupM’s Tilds

CANNES — Agencies like Group M are requiring that technology partners adhere to baseline standards when it comes to the measurement area of attribution modeling, says Cary Tilds, Chief Innovation Officer at Group M, in this interview with Beet.TV. “The one single thing I see in new technology ...

image
Bankoff Wants Vox’s Video On Mobile And Everywhere

CANNES — Vox Media‘s portfolio of eight sites may be pretty popular on their own. Together, the publisher claims around 170 million monthly uniques for the collection, to which it recently added Re/code. But CEO Jim Bankoff is thinking bigger. He wants to spread that content off from just owned ...

loader