SMG’s Giacosa on the New Vendors Behind Social Video

By on 02/05/2014 10:30 PM @daisywhitney

Programmers are exploring new ways to plan video and social TV across screens to drive consumer reaction thanks to a host of new technology vendors, says Lisa Giacosa, SVP Global Social Media Director and Global Video Lead at Starcom MediaVest Group, in an interview with Beet.TV at the Beet.TV executive retreat.

Vendors she is keen on include TasteMade, Never.no and Zefr. The goal with these tools is to drive social TV and real-time content creation.”We are looking at how to bring in real-time engagement and conversation and bring video back into the broadcast stream,” she explains.

TasteMade helps consumers produce professional-looking content related to food, but the technolgoy also searches YouTube and the Web for consumer-created cooking shows and food shows that a brand might want to become involved in. “They  are kind of facilitating user-generated content that looks more professional and I think we will work with them to create deeper content for our brands as well,” she tells Beet.TV. Another tech vendor to keep an eye on is Zefr, which has a video fingerprinting technology that can be used to identify any content that mentions a brand, she says.

Brands are mining both consumer content and consumer conversations more frequently. As an example, “La Voz” on Telemundo (the Spanish version of The Voice), integrated real-time social conversations about the reality singing show into the broadcast stream. Look for more of these partnerships as agencies and brands aim to mine social video and social analytics to feed broadcast programming, Giacosa say.

Recent Videos
image
AOL is Linking Content and Audience, Martinez explains

FORT LAUDERDALE – One of AOL’s goals these days is to help guide ad partners through the complexity of today’s digital marketplace, says Marta Martinez, Global Head of Video Sales, AOL Inc., at the Beet.TV executive retreat this past weekend. “A lot of my role is education and ...

image
Mediaocean Pursues Convergence Tools in 2015

FORT LAUDERDALE –  Media agency software giant Mediaocean has its sights set on convergence tools in 2015, says Cordie DePascale, VP Product & Partner Solutions at Mediaocean, at the Beet.TV executive retreat this past weekend. The company recently struck a partnership with Videology to integrate ...

image
TV Ads Could Be 10% Programmatic By 2017: AOL’s Ackerman

FORT LAUDERDALE — While so-called “programmatic” techniques for controlling, planning and trading online ads have gained traction in display advertising, the concept is slower to reach the same penetration in video and TV. But the prospect is set for wider adoption after a year in which ...

image
Programmatic Is Not Just For Real-Time: Videology’s Gaskamp

FORT LAUDERDALE — So-called “programmatic” ad-trading techniques may have come to market at the real-time bidding (RTB) end of the spectrum, allowing ad buyers and sellers to do business in real-time marketplaces – but that doesn’t mean they have to stay there. In this video ...

image
NBC Universal Launches Audience Targeting for TV

FORT LAUDERDALE –  NBCUniversal is betting big on the marriage of context and content to drive return on investment in ads, says Joe Cady, VP of Advertising at NBC Universal, at the Beet.TV executive retreat this past weekend. Earlier this month, NBC Universal launched an audience targeting platform ...

image
Time Goes Big on Video: Readies Large Manhattan Studio Complex

FOR LAUDERDALE – Time Inc has made an “unequivocal commitment to video,” says J.R. McCabe, SVP for Video, in this interview with Beet.TV To that end, the company is readying multiple studios on “thousands of feet” of soundstage in lower Manhattan.  Time will move into the new ...

image
The Media Revolution is an “Industrial Revolution,” Ashley Swartz

FORT LAUDERDALE – The massive changes in the way that date is powering advertising is transformative, akin to a sort of “industrial revolution,” says Ashley J. Swartz, industry analyst and founder of Furious Corp, in this keynote presentation at the Beet.TV executive retreat this past ...

Andrew Feigenson, Nielsen
Nielsen To Measure Smart TV’s In 2015: Feigenson

FORT LAUDERDALE — The coming digitzation of TV may seem set to pave the way for measuring audiences in a digital manner used to internet media houses – but Nielsen is stating its case for a panel-based approach it seems set to launch later this year. “We’re dedicated to having a solution ...

image
Publishers Should Personalize For ‘The Web Of One’: Taboola CEO

FORT LAUDERDALE — Personalization of web editorial experiences has been talked about for years, with few publishers deciding to let their readers customize their own editions. BBC News last week launched its most personalizable app to date, but content recommendation service Taboola‘s CEO says ...

Screen Shot 2015-01-26 at 5.28.26 PM
Social News Distribution At NYT’s Forefront: Poorsattar

FORT LAUDERDALE — The New York Times wants to make a bigger deal out of getting its stories out to users of social networks. Last year’s leaked NYT Innovation Report flagged challenges with building audience using social, including insufficient use of Twitter by reporters and a Facebook account ...

image
Google’s 2015 Priority Is Securing Ads From Malware

FORT LAUDERDALE – The digital ad industry may be starting to get to grips with the problems of fraud and viewability, but next up is the creeping threat from nefarious code. “The big priority for us is switching everything over to Secure Sockets Layer (SSL),” Google’s head of media ...

image
“I am after remaking the premium TV marketplace,” Starcom MediaVest’s Tracey Scheppach

FORT LAUDERDALE  – Two decades in to the era of the TV set-top box, ad agencies are still not finding it easy to get access to good audience targeting data from viewers’ homes, says a marketing veteran. “There’s a lack of data,” says Tracey Scheppach, EVP, who leads innovation at ...

loader