TV Programmatic at Xaxis Presented by Videology

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…

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…

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…

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…

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…

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…

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…

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…

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…

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…