VivaKi’s AOD Wants Industry Platform For Native Ads

By on 05/19/2014 9:36 PM @robertandrews

LONDON — It’s only natural that native advertising articles exist only on the websites of the individual publishers who sell and create them – after all, they depend on the tone and content production skillset boasted by that publisher.

But Danny Hopwood wants native’s small reach to break out of their creators’ own confines, with the power of programmatic trading.

“That’s what we’ve been waiting for – an ability to have a platform to buy native ads on,” says the EMEA head of platform at VivaKi’s Audience On Demand unit. “We don’t want to go back to the past time of having an IO (manual insertion order) here and an IO there, and a (phone) call there and a (phone) call there to buy a group of native ads that aren’t going to drive real scale.

“We want platforms, we want programatic, we want an ability to buy audiences, all in one platform, all in one place, across many different publishers.”

We spoke with Hopwood as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks.  The series is sponsored by Videology.

Recent Videos
image
Let The STB Data Flow!: SMG’s Scheppach

FORT LAUDERDALE, Fl – 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 ...

image
Think Beyond CTR For Video Measurement: Teads’ Daily

FORT LAUDERDALE, Fl — Video ad tech vendor Teads is getting ad buyers buzzing with its new take on video ad formats – letting specialist text publishers insert auto-playing video ads between their paragraphs. But how successful can this model be when readers can simply scroll past the video ads ...

image
Xaxis Will Use More Private Marketplaces, Less RTB

FORT LAUDERDALE, Fl – Which way is the wind blowing in the “programmatic” ad space? Away from real-time bidding and toward private marketplaces, according to one leading light. The collection of techniques referred to as “programmatic” all essentially mean ...

image
Facebook to Surpass YouTube in Video Consumption: Unruly President Predicts

LAS VEGAS – “Social video” – videos which viewers opt in or opt out of watching – is expanding rapidly, says Richard Kosinski, president of Unruly. The company, which helps brands get their assets watched, tracked and shared across the internet, focuses especially on this category of ...

image
Tastemade Puts Brand Video On The Menu

LAS VEGAS – Tastemade, a food and travel publisher and community whose producers and users publish video reviews, has steadily built up over 350,000 video subscribers on its YouTube channel. Now it is hoping more brands will take an opportunity to leverage that audience. Programming head Oren Katzeff ...

David Schlanger, WebMD
WebMD’s Schlanger Writes An Original Video Prescription

LAS VEGAS — A just-announced new video series on health innovations presented by a TV news anchor will not be the only foray WebMD makes in to video this year. Earlier this month, the health publisher previewed “Future of Health with Robin Roberts”, a digital mini-series fronted by the ...

image
Using Data Creatively: BPN’s CEO

LAS VEGAS – At CES, the amount of new technology giving consumers control – of content, of time – is ever-present and growing. “We don’t lament the control of the consumer too much,” says Rob Kabus, Global CEO of BPN. “We think that’s a great thing because it’s ...

image
HBO, CBS and Sling TV Signify Real Movement to Multiscreen

LAS VEGAS – For years there’s been chatter about moving the video workflow to IP and multiscreen, but there’s finally a lot of real movement, says Mio Babic, President & CEO, iStreamPlanet. This noise is especially evident around the recent announcements by HBO, CBS and Sling TV about ...

518607688_1_648_367
TV Advertising will be Sold by “Impression” (eventually) Group M’s Irwin Gotlieb

LAS VEGAS — The way TV ads are bought and sold is about to look a lot more like the web – but the web will have to look like TV first, says the chairman of the world’s largest media investment agency. “Television is sold on a 30-second spot basis, while digital is sold on an ...

image
Connected TVs Are Richer Ad Environments: Brightline’s Aksman

LAS VEGAS — The burgeoning array of internet-connected TVs won’t change the industry just because they are connected to the internet – they also offer new ways to interact with content. “In an OTT (over-the-top) environment, it’s a more dynamic environment,” Rob Aksman, ...

image
Scripps Networks Keen on TV Everywhere in 2015

LAS VEGAS — TV Everywhere will be a key focus for Scripps in 2015, says Tamara Franklin, EVP of Digital at Scripps Networks Interactive  in an interview with Beet.TV at CES. “We are focused on the TV Everywhere initiative so this year you will see a lot with our portfolio to make sure consumer ...

image
More Brands Integrate Social Into Owned Web Sites for Campaigns

LAS VEGAS — As brands become publishers, their Web sites have become increasingly social media-centric, which helps drive cross-screen ads, says Mitchell Reichgut, CEO and founder of the Jun Group, a digital video ad services firm in an interview with Beet.TV at CES. More big advertisers are ...

loader