Xaxis Exec: Online Video Will Benefit from More Data and More Premium Content

By on 03/26/2014 5:49 PM @daisywhitney

SAN FRANCISCO — Despite the love-hate relationship some marketers have with GRPs, look for that standard measurement to play a part in digital and programmatic buying. Metrics like GRPs as well as ad buying strategies like automation can help bring more brands to digital that are more familiar with TV, says Paul Dolan, SVP Global Business Development at WPP-owned Xaxis, during an interview with Beet.TV.

“We have more data but we have to look at the manpower too and bring that in line with other media channels,” he says. “Programmatic, data-driven solutions will help simplify some of the complexity…We look at what can we learn from TV and how can we bring GRPs into digital and layer on top automation and programmatic capabilities so we can bring digital to a place brands are familiar with like TV.”

One of the biggest challenges in online video is boosting the level of content. “There is a huge lack of premium online video,” he says, and that’s why Group M recently partnered with Hulu, and is aiming to surround that content with programmatic buying and targeting. “Let’s harness data for better targeting. Data is moving faster and is more readily available. Let’s harness that data to make targeting better and make measurement better and programmatic is the enabler of that.”

We interviewed Dolan at the Beet.TV programmatic television summit where she was a speaker.

Recent Videos
image
What Is ‘Premium’ Content Anyway? Ad Execs Discuss

Advertisers and their buyers often say they aspire to advertise only with “premium” publishers. But what does that really mean, and is the notion changing as ad tech evolves around it? Three execs from different parts of the industry debated for Beet.TV… Mindshare’s New York digital ...

image
Ad Groups Look To Reimagine TV On Mobile Screens

Media agencies know that TV viewing is diminishing – but at least growing consumption of video on alternative screens gives them a shot at dreaming up a new kind of moving-pictures advertising stronghold in mobile media. “People are not sitting in front of the television like they used ...

image
Holiday Video Shortage Will Spur Out-Stream Video Ads: Xaxis’ Warner

A new kind of video advertising format could pick up this coming holiday season, as ad buyers look beyond usual pre-roll inventory in a market that still suffers from supply problems. So-called “out-stream” video ads, as introduced by Ebuzzing and Teads, don’t play in video windows before ...

image
Quality Is Key For Branded Content: News Corp’s Chopra

Brands can win an audience for articles and videos they made, even in newspaper websites – if their material is worth consuming, according to a news group executive. Asked why users would consume content made by brands in vehicles designed to convey the news of the day, News Corp SVP and video head ...

image
Slate Sees Videos on All Its Pages

Web magazine Slate says it can make up for a lack of opportunities for its video advertisers by turning every text article in to a video ad opportunity. Sales VP Anthony DeMaio tells Beet.TV in this video that the title recently enlisted French ad tech firm Teads, whose technology inserts auto-playing ...

image
Research: Video Topics Affect Ad Performance, Innovid Finds

The best kind of video to put an pre-roll ad for cars is in, well, videos about cars. But the context that drives video ad engagement is not always so clear-cut. Video ad tech vendor Innovid’s just-published research in to the topic shows that, whilst auto ads placed against auto videos yielded a 40% ...

image
Marketers Need KPIs by Campaign, Channel & Individual, MediaCom’s Lampert

To succeed in a cross-device world, advertisers should develop personalized experiences for each screen with messages tailored to the device and, when possible, to the consumer, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV. That kind of ...

518370723_c_600_400
Content Marketing Needs Better Metrics, Rigorous Distribution, MEC’S LaVecchia

Content marketing is on the cusp of breaking through, and needs a few best practices in place to become a powerful marketing tactic, says  Gian LaVecchia, Managing Partner, Digital Content Marketing at MEC, in an interview with Beet.TV. Linking strong storytelling, with metrics and distribution is vital, he ...

image
Radio’s Cumulus Upping Video Strategy In 2015

US radio network Cumulus Media may be best known for its on-air content. But, if JT Batson has his way, the group will soon also be profiting from on-line multimedia presentations. The company’s chief revenue officer tells Beet.TV about plans for Cumulus’ Nash country music station: ”On ...

Screen Shot 2014-08-18 at 6.55.47 PM
Under News Corp, Storyful Put To Work On Brand Content

It may have started life as a tool for editors to validate user-generated content for editorial stories but, following its acquisition by News Corp, Storyful is also being set to work for advertisers’ commercial goals. “We saw a social radar,” News Corp. video SVP Rahul Chopra tells Beet.TV ...

image
BrightRoll Eager For Slice Of Linear TV Ad Business

After signing a deal with Clypd this summer allowing it to buy ad inventory for its clients from TV providers like Cox and DISH, video ad tech vendor BrightRoll reckons it can take a piece of the traditional TV advertising sector. Video is video. whether it’s own on a phone, an iPad, a television set in ...

image
Nielsen: Measuring Consumer Engagement is Key

For marketers to move more money from TV to digital, they need true parity in measurement, says David Hohman, Nielsen’s agency solutions EVP  in an interview with Beet.TV. “Parity is a consistent measurement across digital and TV. You need to be able to consider the devices, and you need to be ...

loader