TV-Synced Ads Boost Brand Engagement, Civolution Says

Everyone has been talking about “second-screen” experiences. But what do those experiences really bring to advertisers’ party? Greater consumer engagement, says a tech vendor. In the Netherlands, Civolution, whose technology knows which ads are playing on which TV channels and when, has been delivering that real-time data to Group M’s data-driven ad unit Xaxis. “As […]


Tuning Data Brings ‘True Commercial Ratings’ To Digital Ads

Advertisers imagine a world where they target ads by knowing just what viewers are watching. In digital, that world is coming in time. But, in analog, it’s already here. Around a million US households are feeding their TV tuning data to media monitor Kantar Media, which uses it to help WPP stablemate Xaxis buy digital […]


Xaxis’ Hanlon: Verification Is Key Driver Of Video CPMs

The apparent shortage of premium video inventory against which brands can advertise is being driven in part by insufficient verification for who is really watching what, says one ad exec at the sharp end. Group M data unit Xaxis‘ audience strategy manager Evan Hanlon blames “shortage” partly on the “lack of our ability to verify […]


Civolution Aims To Better Target TV-Synced Ads In 2014

This year, Dutch TV data provider Civolution has been helping social ad firm Optimal place Facebook ads on second screens, chronologically synchronized with TV ads. Next up, the firm wants to get a lot more detailed. “2013 was all bat establishing the goalset,” Civolution senior product manager Stefan Maris tells Beet.TV. “2014 will be all […]


Kantar’s Breheney Sees Mixed Uses For TV Tuning Data

Today, the TV tuning habits of a million American households is helping Kantar Media advertising partners target digital ads. Tomorrow, the applications could be far more widespread. “One of the things on our roadmap, as we’re very integrated in television, is to broaden the perspective,” Kantar chief commercial officer Bud Breheney tells Beet.TV. “You have […]


YouTube’s Skippable Ads Keep 50% More Viewers

Putting users in control can put publishers at an advantage, it seems. Google’s TrueView video ad format may let users skip YouTube pre-roll ads – but that doesn’t mean reduced engagement, says a company exec. “One of the most interesting findings that we’ve gotten from TrueView, both on YouTube and also off of YouTube and […]


Videology’s Astley: Videos Are Advertisers’ ‘Blank Canvas’

Advertisers should think of basic 15- and 30-second digital video ads as the “blank canvas” for interactive creative ad engagements, according to an executive from video ad tech vendor Videology. “There’s a second layer of optimization around the interaction with the audience,” product GM Rich Astley tells Beet.TV. He says Videology’s own technology offers basic interactivity […]


Google Expects Consolidation In Programmatic Ad Market

Lately, ad tech vendors have been rushing like bulls out of a gate to bring out new automated ad delivery tools. But this proliferation may not always be the case, according to a top Google exec. “There could easily be some contraction in this marketplace, or acquisition,” Google media platforms sales head Jay VanDerzee tells Beet.TV. “The next […]


Real Media’s Pangis: Even Super-Creative Ads Will Go Programmatic

Today, super-automated and -targeted ad buying dubbed “programmatic” is mostly  brought to bear on straightforward display ads in standard formats. So, with engaging new devices demanding new-wave interactive ad formats, will programmatic reach this new area? “Technology will catch up to the creative,” Real Media Group president Nicolle Pangis tells Beet.TV. “We’ve seen it in display, […]


Mindshare’s Powell: Advertisers Need Price Stability

Mindshare wants to deal in real-time ads – but it hates the price spikes that can be associated with the mechanism. The group’s north America MD James Powell tells Beet.TV he needs “inflation-immune pricing”… “Strong publishers aren’t necessarily dumping all their good content in to a programmatic sphere at the moment. And, even if they […]


Videology: Media Mix Modeling Growing in Use

The growing sophistication of both TV and online data is making cross-platform media mix modeling more reliable, says Mark McKee, Senior VP Global Marketing and Strategy at Videology in an interview with Beet.TV. “The first party and third party purchase behavior is effective in reaching and delivering both brand and sales metrics,” he says in a conversation […]


GroupM Exec: Programmatic Buying Not Impacting TV Upfront Yet

Programmatic buying isn’t big enough to have a huge impact yet on the TV upfront, says Gibbs Haljun, Managing Director of Media Investment at GroupM, during an interview with Beet.TV. “It’s not happening yet because there isn’t huge scale. Look at Duck Dynasty. That has a very small viewership online….there is less of an incentive to […]


WPP Has “Largest Programmatic Media Platform” with Xaxis and 24/7 Real Media Merger

Automated advertising is about to be executed at some serious scale, after WPP this month announced it would merge its 24/7 Media unit’s collection of publisher-side technologies in to data stablemate Xaxis. “It puts us in some rare air – we are the largest programmatic and media platform,” Xaxis north America MD Brian Gleason tells Beet.TV. WPP merged […]


Videology’s McKee: Analogue Data Is Changing Digital Ads

One of the biggest changes in the digital video industry is coming thanks to the arrival of ye olde traditional TV advertising practices, says one industry exec. “The biggest lever I’ve seen in pushing this forward is this concept of TV data coming online, which really didn’t exist a year and half ago,” says Mark […]


Xaxis’ Hanlon: TV Is The Future Of Online Video Ads

Television may be “old media” to some digital folks. But traditional data and practices from TV advertising are making rapid incursions to influencing the online video world. “in 2013, we saw the first step in that evolution,” says Evan Hanlon, audience and strategy manager of Group M’s Xaxis data unit. “One of the key pieces […]


Civolution’s TV Data Powers 60% Uplift In Social Ad Performance

Philips spin-out Civolution may be best known for the  video watermarking technology it inherited in its acquisition of Teletrax. But the Dutch outfit also brings other offerings to the table. Civolution technology also provides clients with real-time metadata describing on-air TV content. When this is used to target advertising in social networks, the results can […]


Kantar’s TV Data Helps Xaxis Target Online Ads

They may be considered different media, but internet and TV advertising are getting joined at the hip. Case in point is how knowledge of TV viewing habits is increasingly informing the online component of multi-channel ad campaigns. Kantar Media chief commercial officer Bud Breheney tells Beet.TV Kantar’s data about Americans’ TV tuning behavior is being […]


Google Media Platform Sales Head: We’re Ready For Video Advertising Boom

Google reckons the US video advertising market could hit $10 billion in the next couple of years – and says it has a full suite of services ready to help marketers capitalize on the opportunity. Media platforms sales head Jay VanDerzee tells Beet.TV Google has been playing in programmatic and real-time bidding for several years […]