Beet.TV http://www.beet.tv The root to the media revolution Mon, 06 Jul 2015 22:11:17 +0000 en-US hourly 1 http://wordpress.org/?v=4.2.2 E-commerce Huge Opportunity for Media Agencies, GroupM Chair Irwin Gotlieb http://www.beet.tv/2015/07/gottliebcannes.html http://www.beet.tv/2015/07/gottliebcannes.html#comments Mon, 06 Jul 2015 20:26:56 +0000 http://www.beet.tv/?p=34371 CANNES — The ad spend on paid media has dramatically dropped over the decades, representing one of the biggest evolutions in the marketing business, Group M’s Irwin Gotlieb tells Maria Mandel, VP Marketing at AT&T AdWorks, during this leadership session with AT&T AdWorks on “The Dawn of Targeted TV Advertising” at Cannes.

The shift in shelf space from physical space in years gone by to the more e-commerce centric world of today is driving new ways of thinking about paid versus other forms of media. Clients spent 75% of their marketing dollars on paid media 45 years ago and today that number is below 25% with the money going to trade support, he says.

“Media is becoming virtual shelf space,” he says. “If you can activate it or post it on a wish list, or put it in a shopping cart or click and get a coupon — something that makes media a transaction, that changes the definition.”

Gottlieb spoke with Mandel during this leadership session with AT&T AdWorks on “The Dawn of Targeted TV Advertising” at Cannes.  The program was sponsored by AT&T  and presented with Beet.TV. You can find more videos from the session here.

]]>
http://www.beet.tv/2015/07/gottliebcannes.html/feed 0
Out-of-Home Perfect Fit For Vertical Video: GroupM’s Norman http://www.beet.tv/2015/07/cannes15norman.html http://www.beet.tv/2015/07/cannes15norman.html#comments Mon, 06 Jul 2015 19:15:38 +0000 http://www.beet.tv/?p=34310 CANNES — Social platforms have made some big announcements in recent weeks, with both Twitter’s Project Lightning and Snapchat’s 3v Advertising due to usher in auto-playing, full-screen videos.

You might expect that vertically-oriented video would present a challenge to advertisers, who, traditionally, have redeployed ad creative first designed for TV’s landscape screen. But GroupM chief digital officer Rob Norman has a positive spin on the problem – don’t think TV, think bus stop ads.

“I was having a meeting with JC Decaux. the biggest out-of-home (advertising) company in the world,” Norman tells Beet.TV in this landscape video interview. “I was looking at some of their digital (ad) installations. Guess what? They’re in the portrait video format!

“People are (now) having to think ‘portrait’ and ‘silent’ and ‘subtitled’. It turns out, in out-of-home (advertising), in many mobile use cases, people aren’t going to consume video with sound.”

Whilst TV has often provided mobile platforms with the creative they need for video ads, the idea that out-of-home ads – like those seen on bus stops or digital displays in bars and lobbies – is a fascinating one. If social platforms like Twitter, Periscope, Meerkat and Snapchat succeed at advancing the vertical video format, that could recalibrate the tectonic plates of the creative industry.

According to Norman: “Clients have said, ‘Wow, this is kind of interesting, because we haven’t thought about the creative process in that way’. It sounds so obvious, given the nature of the devices.”

 

We interviewed Norman as part of a series on video advertising at Cannes Lions, presented by true[X].  For more videos from the series, please visit this page.

]]>
http://www.beet.tv/2015/07/cannes15norman.html/feed 0
Omnicom And Partners Push Ads To Drive Commerce: Nelson http://www.beet.tv/2015/07/cannes15nelson.html http://www.beet.tv/2015/07/cannes15nelson.html#comments Mon, 06 Jul 2015 12:51:34 +0000 http://www.beet.tv/?p=34340 CANNES — A common theme out of the recent Cannes Lions advertising festival is advertisers’ quest to turn messages in to actual ecommerce sales. That’s what agency Omnicom’s digital CEO Jonathan Nelson is shooting for, too, with big partners.

“We’re huge partners with DoubleClick, we’re big Atlas partners,” he tells The Weather Company CEO David Kenny in this interview for Beet.TV. “We’re trying to figure out what is the right blend for clients and access the entire media ecosystem.

“Both companies are getting closer to, ‘What do people really want, how do we engage with them, how do we create better content, advertising as a service, how do we drive advertising that makes you aware of a product yet drives commerce?’ “Each of those companies are pushing in that direction, which is where we’re going to.”

This video is part of our series about the future of video advertising, produced at Cannes and presented by Teads. The video was recorded on the Teads yacht. For more videos from the series, please visit this page

]]>
http://www.beet.tv/2015/07/cannes15nelson.html/feed 0
How Choice Enhances Ad Engagement: true[X]’s Levy http://www.beet.tv/2015/07/cannes15levy.html http://www.beet.tv/2015/07/cannes15levy.html#comments Mon, 06 Jul 2015 12:21:25 +0000 http://www.beet.tv/?p=34335 CANNES — TV ads aren’t as effective as they could be online because viewers instinctively want to be able to exert choices over otherwise passive content. That’s according to an ad exec whose company enables that functionality.

“We have incredible budgets for television commercials. What we haven’t really seen is incredible production budgets for digital advertising,” according to true[X] co-founder and COO David Levy. “The reason is because no-one pays attention to it today.

true[X] rewards viewers for interacting with ads, in between TV shows viewed online, by showing them fewer ads overall. Late last year, the company sold to 21st Century Fox for $200 million.

“Instead of just automatically rolling to those five or six spots, we prompt the user with a choice in their ad experience – either to engage with a brand (click to initiate a rich-media experience), or you can just watch your normal five to six 30-second spots,” Levy adds.

He is talking about attentional shift, in which so-called “endogenous” attention is shifted voluntarily toward a given stimulus whereas “exogenous” attention merely passively engages with oncoming stimuli.

“When we create that choice, it’s one of the most important factors in creating quality attention,” Levy says. “It’s an attention transfer … something you choose to do. If you choose … your cognition for a message goes way through the roof.”

We interviewed Levy on the true[X] yacht.  This video is part of a series of Cannes interviews sponsored by true[X].  Please find additional videos from the series here.

]]>
http://www.beet.tv/2015/07/cannes15levy.html/feed 0
VivaKi’s Bertozzi Sees Advertisers’ Programmatic Confusion Dissipating http://www.beet.tv/2015/07/cannes15bertozzi-2.html http://www.beet.tv/2015/07/cannes15bertozzi-2.html#comments Sun, 05 Jul 2015 16:33:39 +0000 http://www.beet.tv/?p=34313 CANNES — The rise of automated, super-targeted advertising known as “programmatic” has been complex and fast. Sometimes, ad tech players have not helped themselves by obfuscating their offering in obtuse language.

But one of the key execs in the space says he observers advertisers increasingly wrapping their head around the prospect and its potential.

“We’ve had a few years where advertisers have had a little bit of confusion about who to trust,” VivaKi global clients president Marco Bertozzi tells Beet.TV in this video interview. “But I feel like we’ve passed a lot of those – advertisers are now asking all the right questions. We are really moving to a positive space at the moment,

“I’m seeing a lot from the big global advertisers that they are restructuring to cope with this programmatic ecosystem. We’re starting to see heads of programmatic, heads of data technology, these roles being put in to place, which is a great step. It means they start to evaluate the landscape, understand what all the agencies do, educate themselves well.”

Bertozzi’s VivaKi itself is currently engaged in a restructure which sees its own programmatic staff being spread throughout its holding company’s individual agencies – another sign that programmatic is being normalized in ad land.

Bertozzi reckons that task will be completed by the end of Q3.

We interviewed Bertozzi at the Cannes Lions Festival as part of a series on video advertising presented by Rubicon Project.  Please visit this page for more videos from the series. 

]]>
http://www.beet.tv/2015/07/cannes15bertozzi-2.html/feed 0
Yahoo Now Reaches 188 Million Video Viewers: Utzschneider http://www.beet.tv/2015/07/utzschneider-yahoo.html http://www.beet.tv/2015/07/utzschneider-yahoo.html#comments Sun, 05 Jul 2015 16:16:40 +0000 http://www.beet.tv/?p=34325 CANNES — Yahoo arrived at Cannes last month ready to talk about video and programmatic.

Lisa Utzschneider, the company’s SVP-Sales, Americas, observed that Yahoo’s video offerings now run the gamut from long-form original content (such as a custom opportunity for Honda in “Community”) to short videos in digital magazines to Sponsored Posts on Tumblr that appear alongside user generated content.

“Video advertising is a big opportunity for Yahoo marketers to connect with users wherever they’re consuming streaming content,” she says.

Utzschneider joined the company last year and had previously been Amazon’s ad sales chief. She notes that Yahoo has been focused on integrating BrightRoll to make video inventory on the company’s owned and operated sites available programatically.

Yahoo’s acquisition of the programmatic video ad platform, which it bought for $640 million, closed last December. Utzschneider says Yahoo is now able to reach 188 million video viewers every month.

“What that gives Yahoo and our marketers is incredible flexibility and scale,” she says.

]]>
http://www.beet.tv/2015/07/utzschneider-yahoo.html/feed 0
Ad Fraud Is An Erupting Volcano: Bank of America’s Paskalis http://www.beet.tv/2015/07/cannes15paskalis.html http://www.beet.tv/2015/07/cannes15paskalis.html#comments Sun, 05 Jul 2015 16:07:32 +0000 http://www.beet.tv/?p=34316 CANNES — After a couple of years of estimates that upwards of 30% to 50% of online ad impressions may have been fraudulently served by nefarious bots, it has begun to seem like platforms have gotten across the problem.

Try telling that to Lou Paskalis, who holds the marketing purse strings as Bank of America’s global media investment SVP.

“The groundwork we’re laying right now is in Pompeii, and Vesuvius is erupting and it’s fraud,” he says in this industry panel discussion. “It was a $8.3bn global problem in March. It’s a $9.2bn global problem as of last week (June 20), according to the ANA.”

“We have to build the wall high. Right now, (fraudsters) are coming over the wall and they’re taking our money. Nero fiddles, Rome burns.”

What’s ad fraud? Usually malware that infects consumer computers to algorithmically traverse publisher sites, generating ad views that humans never see, according to DoubleVerify CEO Wayne Gattinella, whose company helps advertisers and ad platforms weed out fraudulent ad views.

“I want to stop everything and fix that before we move on,” Paskalis says. “We cannot continue to be in denial about the 800 million pound gorilla in the room. Until we fix that, all of this is theoretical and it’s less interesting to me and my leadership by the hour.

“This is the biggest threat we’re facing. If we can’t fix fraud, all this other stuff doesn’t matter.If we’re not blacklisting every hour, we’ve got problems – we’ve got to get there. We’ve got to work as an industry to find and drive fraud out of our business.”

Separately, Unilever, the giant consumer package goods company claims some $10 billion in click fraud, MediaPost reports.

We interviewed Paskalis at the Cannes Lions Festival as part of a series on video advertising presented by Rubicon Project.  Please visit this page for more videos from the series. 

 

]]>
http://www.beet.tv/2015/07/cannes15paskalis.html/feed 0
Vivaki, Cadeon: How Ad Agencies Are Rebooting Their Programmatic Ops http://www.beet.tv/2015/07/cannes15beringer.html http://www.beet.tv/2015/07/cannes15beringer.html#comments Sun, 05 Jul 2015 15:56:59 +0000 http://www.beet.tv/?p=34319 CANNES — For businesses that have often preached the dangers of operating in “silos”, it’s ironic how siloed ad agencies’ programmatic ad tech operations have been within their own companies.

But that is now changing, with a couple of big agency initiatives to reboot how their dedicated programmatic divisions operate in their wider groups.

Publicis’ VivaKi unit is moving its programmatic staff out in to operating agency stablemates, while IPG Mediabrands’ digital and ad tech group Cadreon is retooling itself to be more of an “incubator” for group technology, executives tell an industry panel.

“Everything about automation, programmatic, data needs to reside in the agencies,” says VivaKi global CEO Stephan Beringer. “It is the paradigm the new business model needs to be built on. If we want to scale this intelligence and integrate it in to the service, we need to push capabilities in to the agencies.”

Cadreon global president Arun Kumar says clients are asking for greater visibility in to programmatic strategies – something that is prompting changes.

“We’ve looked at how we can transform ourselves from being a trading desk in to being an incubator for ad tech and develop platforms that allow our agency partners to access that intelligence,” he adds.

“(We are seeking) greater synchronization between planning and buying. When you democratize that , the media agencies can play a more strategic role.”

We interviewed them at the Cannes Lions Festival as part of a series on video advertising presented by Rubicon Project.  Please visit this page for more videos from the series. 

]]>
http://www.beet.tv/2015/07/cannes15beringer.html/feed 0
Bloomberg Focused On Hiring For Digital Age: Caine http://www.beet.tv/2015/07/cannes15caine.html http://www.beet.tv/2015/07/cannes15caine.html#comments Sun, 05 Jul 2015 15:54:10 +0000 http://www.beet.tv/?p=34322 CANNES — The ongoing digital explosion is shaking up operations for publishers and broadcasters around the world, and that means recalibrating the skills you need in your team.

What does that mean for one of the world’s biggest business information media companies? Asked by Mindshare NA Chief Stategy Officer Jordan Bitterman for Beet.TV, Bloomberg Media global chief revenue officer Paul Caine summarized the key recruitment areas for focus:

  • “Our data science and insights team is an incredibly important growth area for us.”
  • “Building out capabilities that make the usability and advertisers better.”
  • “Custom content – we launched the Bloomberg Media Studios about a month ago – a full-service custom content engine, specific to video.”
  • “We’re a multi-platform organization – we need people who know how to story-tell in a multi-platform  format, but also know how to interact with our advertisers through multi-platform.”

That approach may be paying dividends. Bloomberg Media overtook Yahoo! Finance and IBT Media in comScore’s Business and Finance video category to become the global leader in digital video for the first time in the company’s history this week. The company says its video audience has boomed 337% in the last year.

But, although Bloomberg is doing more and more with digital video, Caine says that doesn’t mean the output will look like TV: “Our prime time is between 6am and 9am, which is very different from most prime time typically is.”

 

This video is part of our series about the future of video advertising, produced at Cannes and presented by Teads. The video was recorded on the Teads yacht. For more videos from the series, please visit this page

]]>
http://www.beet.tv/2015/07/cannes15caine.html/feed 0
Publicis’ Lévy Says, In Future, ‘Ideas Will Be King’ http://www.beet.tv/2015/07/mr15levy.html http://www.beet.tv/2015/07/mr15levy.html#comments Thu, 02 Jul 2015 18:14:36 +0000 http://www.beet.tv/?p=34300 The whole of the communications business is being shaken up – and yet, one thing will remain exactly the same.

“In 10 years time, as today, ideas will be king,” according to ad agency holding group Publicis’ CEO Maurice Lévy.

Speaking with Beet.TV, he envisages a future industry in which digital technology will play a bigger and bigger role – and that will force agencies to adapt.

“Our role will evolve,” he says. “We will have to work more closely with the client. We will have to develop a whole spectrum of services, from brand-building to sales – omni-channel. This will take a lot of transformation. It’s a business that has to be reinvented.”

Lévy has already spent the last few decades reinventing Publicis. What better emblem for an industry witnessing the collision of creativity and technology than the tech guy who ended up running his company, 16 years after joining its IT department?

Lévy joined Publicis as IT director in 1971 – after which, one of his most important feats is said to be putting in place a data security policy that involved backing up all of the company’s data on magnetic tape.

According to Wikipedia: “A fire in the company’s office (on the Champs-Elysées) proved the success of his backup and restoration strategy, as the company was back on its feet one week later.”

Four decades later, and data could barely be a hotter topic in the advertising agency world. So how does Lévy, now 73, advise the next generation of job entrants to this fast-moving industry?

“If they want to live, with passion, the unexpected; if they want to be part of the people who will be modelling the future; if they want to be at the intersection of digital technology, emotions, creativity… if they have the passion for that, there is only one place,” he says. “It is the advertising world.”

It is a marker of how highly Publicis regards its CEO that it extended his tenure despite the collapse of the Omnicom merger he architected. He reportedly has hinted that, when he leaves the company, it is a team and not an individual that will replace him.

Lévy has three sons and several grandchildren who regularly seek his career wisdom. So, what does he say?

“Be who you are,” Lévy tells Beet.TV. “If you are not happy, leave. Have fun. We spend most of our waking time working, at our desk, computers, with teams, clients, etc. We must have fun. Don’t listen to anyone, be who you are.”

 

Levy  was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.  The taping took place during the Cannes Lions Festival in 2015.  This is part of Beet.TV series title the Media Revolutionaries.  The series is sponsored by Xaxis and Microsoft. 

]]>
http://www.beet.tv/2015/07/mr15levy.html/feed 0