SMG Maps Upper Funnel As It Expands Its Addressable TV Capabilities, Scheppach explains

Having rushed to the bottom of the funnel when the agency first executed addressable television ads, Publicis Groupe’s Starcom MediaVest Group has been mining the upper funnel of late and finding potential for marketers beyond autos and financial services. Experience at the bottom of the funnel proved that TV drives actual sales, according to Tracey […]

 
 

Bertozzi Assumes Global Performance Head at Starcom MediaVest Group

Marco Bertozzi, who had been at the Publicis’ VivaKi unit, as President of Global Clients, has transitioned to a corporate role at Starcom MediaVest as CEO of Performance Marketing, a new position. According to the report in Digiday which first reported the news, his job will be: to draw on SMG’s current resources both from existing […]

 
 

Addressable TV Needs Operator Data, SMG’s Steve Murtos

While the technology to deliver television advertisement  to a specific household via the cable box is now viable, the growth of the emerging medium. called “Addressable TV,” is being held back by a lack of access to “granular” household data owned by the cable and satellite operators, says Steve Murtos, SVP Precision Video at Starcom MediaVest […]

 
 

Advertising Must Get Back To Creativity: Starcom’s Richman

CANNES — These days in ad land, it seems like the only topic in town is data. The transformative potential of data-driven tools has spawned a plethora of advertising technology platforms, allowing buyers to sellers to better mediate the trading and targeting of messages. For an industry that has always prided itself on creative messaging, […]

 
 

VivaKi Lives On After Reorg: SMG’s Delaney

Ad group Publicis’ VivaKi digital division may be moving its programmatic experts out around the group, but that doesn’t mean VivaKi is dead. “VivaKi still lives on,” says SMG programmatic SVP Mac Delaney in this video interview. “It operates the SkyScraper platform, the database for all of the group’s campaign reporting. You still have VivaKi employees dedicated to the AOD operating […]

 
 

Online Video Exploding Globally and Starcom’s Amanda Richman Explains Why

AUSTIN – Online video is showing dramatic growth.  It is by far the fastest growing ad medium. In a closely watched quarterly report titled  Advertising Expenditure Forecasts, the big media agency ZenithOptimedia has just reported that online video grew last year at a blistering rate of 34% to $10.9 billion globally – and it is on track to double by the […]

 
 

‘Addressable TV Will Take Off In 2015’: SMG’s Scheppach

CHICAGO — In 2014, TV began learning the targeting tricks that digital media have deployed for years. In 2015, those techniques will kick in to high gear, says one ad agency exec. “(In) 2014, I see a marketplace that has essentially gone from zero to $300 million of spend,” according to Starcom MediaVest Group’s precision video […]

 
 

‘Digital Media’ Are Behind Us: Starcom MediaVest’s Sheehy

COLOGNE — As media platforms and the processes behind them converge, old definitions of each appear to fall away and become meaningless. That, at least, goes for advertising groups that are getting excited about defining the internet in TV’s likeness. “I think ‘digital media’ maybe a little narrow,” Starcom MediaVest global operations president John Sheehy tells Beet.TV […]

 
 

SMG Planning Content@Scale International Expansion

LONDON — In January, Starcom MediaVest Group (SMG) announced it would re-use some US publishers’ “evergreen” articles to tell marketers’ stories. Now it is about to ope the program, Content@Scale, elsewhere in the world. “We’ve rolled it out in the US and will roll it out in 2014 in many other markets around the world,” […]

 
 

Keep Big Data Simple To Get Smarter: SMG’s Parker

LONDON — Marketing agencies, like other industries, are getting excited about “Big Data” – but what does that really mean for their clients, who can often be confused about what the jargon boils down to? “‘Big data’ sounds scary … things are very complex at the moment,” says Starcom MediaVest Group London’s co-CEO Steve Parker. […]

 
 

Mobile Ad Spend Lags Device Usage: SMG’s Easterbrook

LONDON — UK consumers are spending insane amounts of time on their phones. So why aren’t advertisers putting proportionate amounts of money in to the devices? “Because the mobile marketplace has been relatively fragmented, it has made it feel a little bit difficult and risky for people to get executing on phones in the way […]

 
 

Starcom’s Mobile Chief: “Mobile Is Not An Island”

In a digital media world that is 25 years old, it’s no wonder the relatively recent upstart of mobile is still considered a single new channel for planning against. But now ad group Starcom Worldwide‘s mobile SVP has an unusual goal – to kill her job. “If my job exists in six months in its […]

 
 

MediaVest’s Trivedi: Viewability Concerns Hurting Ad World

According to some ugly numbers, as many as 40% of video ads claimed to be watched online are not really viewed by humans at all.  Measuring the true “viewability” of videos has, therefore, become one of the industry’s hot topics. “All the other media don’t spend so much money validating that their ads will show […]

 
 

Starcom’s Kienast: Connected Home Will Rocket Mobile Advertising

Just a couple of years ago, mobile advertising barely figured on agencies’ radars. Now it’s front-and-center – and set fora bright future as the Internet Of Things blurs the line between utility and marketing, says one exec. “Mobile never had a seat at the table, I wasn’t even included in upfront conversations,” Starcom Worldwide’s SVP and […]

 
 

Flite CEO: ‘Content@Scale’ Will Turn Videos In To Ads

LAS VEGAS – Content@Scale, the new content marketing platform launched by Starcom Mediavest Group, will soon add video capability to its text article re-distribution offering. The service lets marketers licence “evergreen” articles from 15 US publishers to re-use as content in display ad units. Flite CEO Will Price, whose technology powers the service, says he […]

 
 

Video Campaigns Must be Bespoke for Brands and Consumers, SMG’s Kristen Kelley

LONDON — Tailor video to the brand, the medium and the consumer. That’s the advice of Kristen Kelly, VP and International Business Director at Starcom MediaVest Group in an interview with Beet.TV. “Understand the consumer and where they’re at in the decision journey. You can do awareness marketing and direct response. Understand how people are using […]

 
 

Starcom’s Isaacs: Majority Of Video Ads Could Be Programmatic

NAPA, Ca — For video, adoption of automated, targeted inventory buying labelled “programmatic” lags the wave seen in display advertising. But, soon, that could all be about to change, says one agency exec. “Right now, we’re still somewhere at the forefront,” Starcom’s video investment director Zach Isaacs tells Beet.TV in this video interview. “(Programmatic’s share […]

 
 

CPG Brands Marrying Real-Time Data with Creative, SMG’s Namruti

COLOGNE — Fast-moving consumer packaged goods companies are among the brands that are making the most of using real-time data to inform creative messaging, says Thaer Namruti, SVP Data and Analytics in Europe at Starcom MediaVest Group in an interview with Ashley J. Swartz for Beet.TV at DMEXCO. “The role of technology is to act as an […]

 
 

SMG’s Jacob on Consumer Behavior and Brand Experiences

COLOGNE –  Two of the biggest trends for marketers lie in consumer behavior and technology, says Iain Jacob, President of Dynamic Markets for Starcom MediaVest Group, in an interview with Ashley J. Swartz for Beet.TV from DMEXCO. “We talk to millenials and their expectation of what a brand does has fundamentally changed. They expect brands to service their […]

 
 

SMG CEO Laura Desmond: “Mobile Is Going to be the Channel for all Content”

COLOGNE — Video is a global business and global phenomenon, but from a brand point of view, the industry could benefit from more scale and collaboration, says Laura Desmond, CEO of Starcom MediaVest Group in an interview with Ashley J. Swartz for Beet.TV from DMEXCO. “The first challenge is scale,” she says. “What can be done in Germany and […]

 
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