A+E Taps Nielsen and comScore for Cross-Platform Measurement

FORT LAUDERDALE — A&E is focused on providing deeper digital measurement in 2016 via partnerships with both Nielsen and Comscore, says Lee Boykoff, VP Digital Analytics and CRM at A&E Networks in an interview with Beet.TV. As digital viewership grows on mobile and TV everywhere platforms, it becomes even more vital to understand the full scope […]

 
 

‘Content Is Humpty Dumpty’: SMG’s Scheppach

FORT LAUDERDALE — You have probably heard the aphorism that “content is king”. But what if content was actually someone else entirely? Try this catchy allegory for how not to reinvent media… “Content is like Humpty Dumpty,” Tracey Scheppach, EVP and Innovations Director at Starcom MediaVest Group, told a Beet Retreat panel. “It has fallen and it has fractured and […]

 
 

Viewability Will Hike Online Ad Prices: Xaxis’ Chair David J. Moore

Advertisers’ quest for buying only ads that can be viewed by human users may end up costing them more to advertise in the long run, says an influential digital advertising decision-maker. “If we work out the fraud and viewability issues, it’s going to have a constraining effect on inventory,” David J. Moore, President of WPP Digital […]

 
 

VivaKi’s Reorg Embeds Programmatic Through SMG: Delaney

Publicis’ VivaKi unit is rethinking the way it delivers programmatic services, moving from a centralized offering to threading the discipline throughout sibling agency departments. In this video interview, SMG programmatic SVP Mac Delaney tells Beet.TV the move mirrors the way digital has always been centralized first, distributed later. “My team is rolling into the individual […]

 
 

Publishers, Broadcasters Going ‘Programmatic-First’: SpotXchange’s Buckley

After originally being considered a last resort, so-called “programmatic” methods of trading online ad inventory are moving up publishers’ pecking order, according to one platform exec. “The traditional model is ‘let’s sell everything we can up-front through a direct sales model and then whatever’s left let’s push in to our SSP platform or exchange environments’,” SpotXchange platform SVP Sean Buckley tells Beet.TV. “Now we’re […]

 
 

AOL Goes Short At Prime-Time To Reach Viewers: Martinez

AOL is learning the unique ways in which consumers want to watch its original video line-up via mobile devices. In this video interview, Marta Martinez, Global Head Video Sales at AOL Platforms, tells Beet.TV that the company’s videos are available on 166 devices… “(Consumers) normally watch three shows – in 65% of the cases, they watch […]

 
 

Civolution Syncs TV, Online Ads For Amplification

Dutch video technology company Civolution says it has a recipe for helping advertisers stay in touch with consumers, even as they distract themselves from TV viewing with alternative media devices. Civolution’s technology can trigger online ads in time with broadcast TV ads.  It has recently rebranded it’s TV synch company as Teletrax. “Let’s see you […]

 
 

Brands Not Afraid To See Full Ad Data: Veenome’s Lenane

These days, many ad tech vendors offer to give brands and networks the data that reveals the true effectiveness of their ads. But which side wants to see that data, and which would rather look away? “If a big ad network doesn’t like what they see…  they don’t necessarily want to come back (to us),” […]

 
 

Nielsen’s Hohman Ready To Measure Netflix

Netflix may not want to open up its audience ratings to industry onlookers – but that doesn’t mean measurement houses aren’t trying to put some numbers on the video behemoth’s growth regardless. “We are actually going to be able to have measurement for content that’s playing on Netflix because we have the audio tags – […]

 
 

Videology’s Gaskamp: Most Of Our Ads Are Upfront

In the emerging world of digital video advertising, many in the industry are getting excited by the possibility of programmatic-style real-time video ad buying, as well as by dynamically-inserted video ads. But video ad tech platform Videology says most of the ads its clients buy in videos are bought more in advance like that, just […]

 
 

Digital Isn’t Boosting Overall Ad Growth Much: comScore’s Fulgoni

Digital advertising has grown fast over the last few years – but its surge is not causing the overall advertising economy to inflate, says an ad measurement veteran. “Digital has skyrocketed – but it’s coming from other budgets,” according to comScore executive chairman emeritus Gian Fulgoni. “Total US advertising spending is not growing consistently at 10%. “One […]

 
 

Ad Tech Consolidation Doesn’t Mean Walled Gardens: BrightRoll’s Mosher

Ad-tech M&A is in full-swing. Whilst the industry lumascape looks complex today, large internet operators are snapping up some of the bigger ad tech platform vendors? So, as consolidation occurs, will vendors under new ownership be temped to lock customers in to their parents’ business ecosystem? “That’s one of the risks,” according to Brightroll marketplace SVP […]

 
 

Social Sharing Drives Video Ad Returns: Unruly’s Kosinski

Making your video ad shareable doesn’t just mean a wider audience – it increases its chances of stimulating real marketing outcomes, says Richard Kosinski, president of video measurement agency Unruly Media. That company produces the Viral Video Chart and tracks how videos are watched and shared on the web for brands. Kosinski says he can predict, using science, how successful […]

 
 

Innovid Rolls Out New Targeting Tools

Advertising tech platform Innovid is rolling out real-time synchronized ads this year, says CTO Tal Chalozin at the recent Beet.TV executive retreat. As it expands deeper into targeting technology, Innovid has begun working with Cisco to bring tools to second screen apps by targeting ads to relevant keywords in the content of the show. The Innovid server delivers a targeted ad […]

 
 

Small TV Networks Allow Programmatic Buying By Magna Global Advertisers

The US TV business has moved another step closer to selling its advertising programmatically, with 15 small broadcast networks signing up to allow programmatic buying by clients of IPG Mediabrands’ Magna Global investment unit. Its data-driven ad targeting capabilities will be used by small networks whose ratings are not typically captured by measurement agencies, to […]

 
 

Teads Outperforms Competitors In Video Ads, Nielsen Commissioned Study

French video ad tech company Teads has lately been shouting about the performance of its ad format InRead, which inserts auto-playing video ads between text paragraphs on major publisher sites. Now it is using a study commissioned from Nielsen to claim it outperforms its competitive video ad format technology. According to Nielsen’s comparison, more viewers of […]

 
 

Google’s AdX Bigger Than Global Stock Markets: Vanderzee

It is often said that the “programmatic” shift from manual ad-buying to automated mechanisms will do for Madison Avenue what computer trading did to Wall Street. But, on one measure, it’s already bigger than that. “The number of transactions now on the DoubleClick Ad Exchange, if you add them together, is larger than every stock […]

 
 

Audience Buying Ushers in Changes for Premium Publishers, SMG’s Delaney

Audience buying does not signal the end of premium publishing, but it is ushering in changing ways of doing business, says Mac Delaney, SVP of Programmatic at SMG Global, at the recent Beet.TV executive retreat.  Efficiencies, pricing, yield and CPMs are radically morphing, but publishers are still creating content and that content will still be […]

 
 

Not Enough Data About Video Content: Coull’s Watkins

For an ad tech industry used to talking so much about “data” these days, it may seem counterintuitive to suggest that there is insufficient data around. But that’s the reality when it comes to video, says one video ad tech exec. “There’s a paucity of data,” says Irfon Watkins, CEO and co-founder of Coull, a Bristol, UK-based company whose […]

 
 

Ad Creatives Going Through Renaissance: AOL’s Martinez

FORT LAUDERDALE — Online ads aren’t just banners anymore. Recent developments in digital marketing mean the discipline is beginning to create richer, more engaging advertising experiences, says an AOL ad exec. “There is already a renaissance of creative,” Marta Martinez, Global Head Video Sales at AOL Platforms, tells Beet.TV in this video interview. “Advertisers are going in […]

 
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