Starcom Mediavest

‘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…

‘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…

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…

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…

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…

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…

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…

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…

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…

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….