Beet.TV http://www.beet.tv The root to the media revolution Fri, 27 Mar 2015 23:53:38 +0000 en-US hourly 1 http://wordpress.org/?v=4.1.1 AOL CEO Armstrong’s Big Idea: ‘The Reverse Economy’ http://www.beet.tv/2015/03/mraolarmstrong.html http://www.beet.tv/2015/03/mraolarmstrong.html#comments Fri, 27 Mar 2015 23:53:38 +0000 http://www.beet.tv/?p=32793 If you heard the economy was about to go in to “reverse”, you would probably be pretty worried. But consumers should actually welcome the coming era with open arms, according to AOL CEO Tim Armstrong – for, what he dubs “the reverse economy” will leave them richer.

“Corporations make a tremendous amount of profit from individual consumers giving their time, energy data and money,” Armstrong tells Beet.TV.

“The more that technology and the Internet Of Things comes in… you’re going to have the economics change a lot and the economy go in reverse… the individual consumer is going to get more benefit than corporations will get.”

Think of the classic Internet Of Things example – a fridge that knows what it needs to order. But extrapolate that idea to every conceivable consumer good.

“Instead of you going out to look for everything you need, those things will come to you – you’ll have a much better economic situation as a consumer,” Armstrong adds. “You’ll spend less time looking for things, you’ll get value from your own data. You’ll basically become more of your own profit center as a consumer. That’s a really big change. The economy’s going to come to the consumer.”

Armstrong is celebrating six years at the helm of AOL this month. That followed positions including running Google’s Americas business, directing sales at ABC/ESPN Internet Ventures and advising Greycroft Partners.

Armstrong has a knack for starting new ideas. The Connecticut College grad co-founded a newspaper in Boston and launched IDG’s first online magazine.

So how would he advise tomorrow’s generation to make its mark? Using three simple rules, he tells Beet.TV:

  1. “Take risks. Most people in life are taught not to take any risks. Every time you don’t feel like doing something, do it.”
  2. “Everyone is born with half the skillsets in life. You need to go out and find partners – whether it’s personal or professional – to give you the other half of your skillet.”
  3. “It’s a journey. It’s not about getting to be successful. You’re’ going to lead a long life. Take time to build relationships, take time to have friends.”

 

This interview is from Beet.TV’s “Media Revolutionaries”, a 50-part series of interviews with key innovators and leaders in the media, technology and advertising industries, sponsored by Xaxis and Microsoft.  Xaxis is a unit of WPP. Please find more clips from the series here.

Armstrong was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.  The interview took place at the AOL headquarters in New York. 

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Branded Content Key Focus of Digital Media, BoA Says http://www.beet.tv/2015/03/branded-content-2.html http://www.beet.tv/2015/03/branded-content-2.html#comments Fri, 27 Mar 2015 18:30:52 +0000 http://www.beet.tv/?p=32786 AUSTIN — Advertising has moved well beyond the thirteen-week cycles of the past and into branded content as the focus for the future, says Anne Finucane, Global Chief Strategy and Marketing Officer at Bank of America, in this interview with Beet.TV. “What’s here to stay is being able to tell a story with a beginning, middle and end with proof points that you can do in a thirty-second spot, or direct to customer with a web site, or Twitter, or Youtube,” she says.

Given that shift, it’s important to look at various metrics and brand goals for campaigns today. They might be brand lift or direct sales, but all can be impacted with this storytelling focus, she says, in explaining how brands and agencies can work together more effectively. “You don’t have to tell the story in full in each medium, but to collectivey tell it across mediums,” Finucane says. “As a brand, you have to develop a purpose, positioning and proof point, but the way to execute is different.”

Finucane was interviewed by Beet.TV at the 4As’ (American Association of Advertising = Agencies) Transformation 2015 event in Austin. Our coverage is sponsored by Videology.  Please find more coverage from the conference here.

 

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Ogilvy’s Shelly Lazarus on Long-Term Career Success http://www.beet.tv/2015/03/shelly-lazarus-2.html http://www.beet.tv/2015/03/shelly-lazarus-2.html#comments Fri, 27 Mar 2015 01:23:50 +0000 http://www.beet.tv/?p=32775 When advertising veteran Shelly Lazarus began her career more then 40 years ago, marketers dreamed then about truly being able to communicate one to one with customers. Now, that’s a reality and presents an enormous opportunity for the industry and those leading the digital charge.

“When I was working in direct marketing we used to imagine what it was like if we could talk to an individual in real time and tell that person about our product and service, and everything we did was to simulate what that would feel like,” says Shelly Lazarus, Chairman Emeritus of Ogilvy & Mather in this interview with Beet.TV. “Now we can. We are just in the infancy in the industry of trying to figure out how to use the ability to talk one to one in the moment a consumers indicates he or she is interested in what we have to sell.”

Those changes in the technological capabilities of the digital world are making advertising a more fascinating playground for those entering the field today. “Over the next five to ten years, we are going to have more ways of consuming content than has ever been imagined, and as a starting point we are all going to have to be agnostic about how an individual wants to consume content. They are going to have so many choices and we have to accept it.”

Lazarus has a particular vantage point from having been with the storied shop since 1971, and having led the agency during the 1990s and into the 2000s. Advertising was a natural fit for Lazarus since she responded to the creativity as well as the particular type of people that the field attracts.

“If you want to wake up every morning and have the world be different in a way where you have to figure out what to do in it, this is a great industry. And it’s the people in it. Working all day with creative people is a treat,” she says in explaining her passion for the business. “I also find people in advertising very involved in culture and what is happening in the world, so you have these interesting, funny, outrageous people who you get to think with every day and come up with new solutions…it has never felt like work to me.”

Lazarus has talked openly about “personal branding” and what it means and shouldn’t mean in the context of a career in advertising. “Resilience —the ability to hang in there when things are difficult—is critical in a career, and if you’re spending every hour of the day pretending to be someone you’re not, you’ll be exhausted and won’t have the energy needed to face your real work,” she said in an interview with the Harvard Business Review on this topic.

Perhaps that’s why she’s such an outspoken advocate of working in a field one loves. “Find something you love to do. Find something about which you are passionate,” she tells Beet.TV. “If it’s not advertising, don’t stay here. If you don’t like what you’re doing, go find something you love. You’re never going to give enough of yourself to something unless you love it. And unless you give freely of yourself, you’re not going to be successful.”

This is segment is part of Beet.TV’s “Media Revolutionaries,” a 50-part series of interviews with key innovators and leaders in the media, technology and advertising industries, sponsored by Xaxis and Microsoft. Xaxis is a unit of WPP. Lazarus was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.

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Horizon CEO Koenigsberg on the Transformation of the Media Agency http://www.beet.tv/2015/03/horizon-ceo.html http://www.beet.tv/2015/03/horizon-ceo.html#comments Thu, 26 Mar 2015 00:31:30 +0000 http://www.beet.tv/?p=32761 AUSTIN — The new media agency of the future needs a “white canvas mindset” says Bill Koenigsberg, President and CEO of Horizon Media, in this interview with Beet.TV. “With the way the world is changing so fast, each day you need to come in and paint a new picture. You have to keep painting to move the business forward,” he says.

In addition, agencies need to focus on inventing for the future and on hiring the right people for the new ways of marketing. “We are bringing in data analytics people, creative technologists, and behavioral scientists into our business. We are bringing in all kinds of new skill sets to navigate, paint, invent and create,” he says. Koenisberg also discusses the changes in creative needs and approaches, given the shifting dynamics in media, content, and storytelling.

He is the chairman of the 4A’s.  Horizon is the largest privately-owned media agency in the world.

Bill Koenigsberg was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin. Our coverage is sponsored by Videology.  Please find more coverage from the conference here.

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Starcom’s CEO Donohue & “New Establishment” Brand Airbnb http://www.beet.tv/2015/03/starcom-aribnb.html http://www.beet.tv/2015/03/starcom-aribnb.html#comments Wed, 25 Mar 2015 23:52:44 +0000 http://www.beet.tv/?p=32749 AUSTIN — One of the benefits of working with “new establishment brands” is they come to media planning without any baggage attached to them that iconic marketers often have to deal with, says Lisa Donohue, CEO at Starcom USA, in this interview with Beet.TV. As an example, she points to rental and hospitaly site, Airbnb, a new Starcom client, that embodies this type of modern brand.

“Given that the world is changing rapidly, the benefit is that they have no status to break, only rules to rewrite,” she says. The best way for an agency to help to build these type of brands is to be quick, agile, and in sync with who they are as a brand. “We immersed ourselves with them as a company. We set up shop at their offices and met everyone at Airbnb to truly understand the ethos of the company and how they operate.”

Starcom’s focus with this client has been centered around content creation and storytelling, rather than on flowcharts detailing reach and frequency, she says. More established brands can learn from these upstarts about how to be more agile and not be controlled by process, while newer brands can benefit by embracing process more, she says in explaining what newer and established brands can learn from each other.

Donohoue was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin. Our coverage is sponsored by Videology.  Please find more coverage from the conference here.

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Can The HuffPost Show Fill Colbert’s Gap, All The Way To Cable? http://www.beet.tv/2015/03/4ahuffpostmaymann.html http://www.beet.tv/2015/03/4ahuffpostmaymann.html#comments Wed, 25 Mar 2015 22:46:49 +0000 http://www.beet.tv/?p=32750 AUSTIN — With two of broadcast TV’s satirical news-meisters heading to pastures new this year, is online video yet in a position to move in and occupy the space? We may find out on April 3.

That’s when Huffington Post launches The HuffPost Show – but, in time, the online media brand wants to get its shows on the living room TV.

“It will be a satirical news show. It will be our take on those type of shows. It’s shot in front of a live audience, live to air, it is very exciting for us,” Huffington Post CEO Jimmy Maymann tells Beet.TV of the weekly show, airing 9 p.m. ET/6 p.m. PT beginning April 3.

With two of TV’s main satirical shows, The Colbert Report and The Daily Show, losing their hosts, it is certainly good timing. Maymann comments: “We planned that a long time (ago), but, since then, it’s helping us that Colbert has decided to do something else, John Stewart just announced that he wants to do something else. It feels like the timing couldn’t have been better.”

Huffington Post is no longer simply the blog launched by its eponymous founder. The HuffPost Live brand has already built muscle memory at creating daily live and recorded video casts on topical events. But HuffPost and Maymann have designs on more than just their own online channel.

“The next frontier for us is to see, is there a deal for us that can be done in cable?,” he says.
“Things like the HuffPost Show, but also we’re planning a numbers of documentaries coming later this year.

“A numbers of those things would have a natural life on a more traditional cable channel.
That’s the hope.”

Whether cable operators agree, time will tell.

Maymann was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology.  Please find more coverage from the conference here.

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Viewable Ads Are Up By 30%: GroupM’s Montgomery http://www.beet.tv/2015/03/4agroupmmontgomery.html http://www.beet.tv/2015/03/4agroupmmontgomery.html#comments Wed, 25 Mar 2015 22:46:27 +0000 http://www.beet.tv/?p=32753 AUSTIN — If you believe some of the shocking stats over the last 18 months, close to half of online ads sold may not even technically be able to be viewed by human users.

Since then, industry bodies have taken great strides to iron out the problem, whilst ad tech vendors are selling ad buyers on “viewability” solutions.

GroupM Interaction north America CEO John Montgomery tells Beet.TV, in this video interview, that negative headlines about “the two ugly sisters of the trust and supply chain – viewability and fraud” – have been “apocryphal and mostly based and self-interest … it’s confused marketers a hell of a lot”.

“But, in truth we’ve seen viewable ads increase by nearly 30% year-on-year. Other agencies I speak to have seen the same thing. Web designers are redesigning their pages to make them much more viewable. Marketers are responding by paying premium rates for more viewable ads. So there’s a huge good news story to be told.”

In addition to “viewable” metrics having been laid down by industry bodies, the ANA, IAB and 4As have jointly formed The Trustworthy Accountability Group (TAG), an effort to clean things up further.

Montgomery was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology.  Please find more coverage from the conference here.

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FreeWheel Plugs In Videology Ahead Of Upfronts: Rothwell http://www.beet.tv/2015/03/4afreewheelrothwell.html http://www.beet.tv/2015/03/4afreewheelrothwell.html#comments Wed, 25 Mar 2015 14:04:31 +0000 http://www.beet.tv/?p=32744

AUSTIN — Comcast-owned ad tech platform FreeWheel is plugging video ad tech peer Videology in to its platform, to help advertisers buy programmatically through its FourFronts program, an extension of its private marketplace.

FourFronts enables marketers and agencies to reserve video inventory with publishers via FreeWheel.

“We see it as very important with the upfront season coming up for folks to be able to transact in this planned and guaranteed fashion,” FreeWheel agency and brand relations VP James Rothwell tells Beet.TV in this video interview.

The upcoming upfronts season is when publishers show off new content to advertisers and ad buyers, against which they hope they will buy reserved ads.

Rothwell says Videology’s inclusion in FourFronts “brings lot more demand to the table”.

Today, he says, FourFronts enables ad buys on desktop digital video; “we’ll be increasing our footprint over mobile, tablets and over-the-top devices”.

Rothwell was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology.  Please find more coverage from the conference here.

 

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Let Advertisers Count The Beans, If They Choose: Videology’s Hagerty http://www.beet.tv/2015/03/4avidhagerty.html http://www.beet.tv/2015/03/4avidhagerty.html#comments Wed, 25 Mar 2015 00:22:44 +0000 http://www.beet.tv/?p=32741 AUSTIN — Some brands want to know the ins and outs of the new ad-buying platforms they are using, others are happy to stay hands-off – both should get what they want, according to a video ad tech platform exec.

The trend is gathering amongst brands who want to take on more of the work of their advertising agencies, using technology platforms.

“They’re starting to become more interested in the transparency of the economic model,” Videology head of enterprise solutions Pete Hagerty tells Beet.TV in this video interview. “Clients want to know more about the benefits each vendor provides.”

But not every advertiser wants to know everything. “When you buy a can of beans … you’re not asking where those beans were grown … you’re saying, ‘This can of beans is $1.50 and I think that’s good value,” Hagerty says.

“Other clients are saying, ‘I want full transparency, I want to know what the costs are … to be transparent’.”

Hagerty was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology.

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GroupM’s Rob Norman Sees Addressability, Not Programmatic, Shaking Up TV http://www.beet.tv/2015/03/4agroupmnorman.html http://www.beet.tv/2015/03/4agroupmnorman.html#comments Tue, 24 Mar 2015 15:58:09 +0000 http://www.beet.tv/?p=32734 AUSTIN — Many digital media executives expect it is only a matter of time before “programmatic” advertising – the collection of techniques which automate online ad-buying and which has taken hold in the display ad world – will work its magic on television.

Indeed, many tech and data vendors are already trying to make this happen today. But GroupM chief digital officer Rob Norman thinks the industry should walk before it can run.

“Digital natives who don’t have the context of pre-digital have a somewhat naive view of the integrity and the intricacy of the television market,” he tells Beet.TV in this video interview.

“There are people who have had a mission for years now to take all the data that’s available … and apply it as close to the time a decision has to be made as possible. The upfront market… isn’t going away any time soon.

“The bit of automation we are most interested in is addressability… (it) is rapidly becoming a reality. That’s not the same thing as programmatic television. The technology doesn’t exist in any way that is scaled.”

GroupM’s own Modi Media unit is focused on exploring programmatic TV ad buying, but Norman sees programmatic being applied more valuably in online video, with traditional TV benefitting from addressability for upfront-bought ads.

Norman was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology.

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