Beet.TV http://www.beet.tv The root to the media revolution Wed, 08 Jul 2015 01:47:07 +0000 en-US hourly 1 http://wordpress.org/?v=4.2.2 Pitchapalooza: Media Change is Driving Agency Reviews http://www.beet.tv/2015/07/cannes15pitch.html http://www.beet.tv/2015/07/cannes15pitch.html#comments Wed, 08 Jul 2015 01:46:07 +0000 http://www.beet.tv/?p=34339 CANNES — What is the sound of $25 billion changing hands? It’s enough to prompt a sharp in-take of breath from ad agency execs. That is the amount at stake after many of the world’s biggest brands recently began reviewing their long-held agency relations.

Why are the brands putting agencies on notice? Because times are a-changin’, say industry execs speaking on a Cannes Lions panel.

Bank of America’s global media investment SVP Lou Paskalis:

“The biggest (driver) is pricing We’re seeing exponential growth in data crunching and the needs to support that, which are no longer 25-year-old planners who sleep six to an apartment and happy with entry-level income… You need to make bespoke content for that platform. You’ve got exponential increases in content costs. All of this is saying you’ve got to change the pricing model.”

VivaKi global CEO Stephan Beringer:

“The world, from a marketeer’s standpoint, has become extremely complex. I’ve experienced clients that, not in a mean way, have said to me, ‘We are investing gazillions in to this digital thing … the only ones making money with it are the agencies’. We need to think about how to organise ourselves … so that the extraction (for clients) remains high.

The panel was hosted by Rubicon Project marketplace development SVP Jay Sears.

 

This segment from the Cannes Lions Festival was part of a series on programmatic advertising presented by Rubicon Project. Please visit this page for more videos from the series. 

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Hulu’s Hopkins: We are the Biggest Ad-Supported Video Play in the Living Room http://www.beet.tv/2015/07/hulu.html http://www.beet.tv/2015/07/hulu.html#comments Tue, 07 Jul 2015 11:54:03 +0000 http://www.beet.tv/?p=34400 CANNES –  Hulu, the giant video portal supported by three of the four U.S. television networks, has become the biggest ad-supported, IP-delivered platform in the living room, says Mike Hopkins, CEO in this interview with Beet.TV

Regarding advertising, he says that Hulu has found the right mix of targeting ads and managing the ad load level.  He also spoke about the rise original and licensed programming including the recently added Seinfeld library.

Peter Naylor, SVP of Sales, writing in Media Village, says that a majority of streams (58%) from Hulu are now consumed in the living room via connected devices.

Showtime on Hulu

Today, Hulu announced that Showtime will now be on the platform for an additional subscription fee.

This video is part of series on the impact of video advertising, presented by true[X].  For more videos from the series, please visit this page.

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Artificial Intelligence Technology Poised to Rock Ad Business: PHD’s Cooper http://www.beet.tv/2015/07/aiphd.html http://www.beet.tv/2015/07/aiphd.html#comments Tue, 07 Jul 2015 11:25:44 +0000 http://www.beet.tv/?p=34354 CANNES —  Artificial intelligence is poised to become one of the biggest changes wrought by technology in the advertising business in the years ahead, says Mike Cooper, CEO Worldwide of PHD, in this interview with Beet.TV.  “In ten to fifteen years time, artificial intelligence will take decisions out of our hands about what we do, and there are massive implications for marketing,” he tells us. “It is a new era.”

“If you miss your plane going home, your virtual personal assistant would rebook your hotel and let people know. The decision-making process is taken out of the hands of consumers, and marketing at that point ceases to be a frontal cortex process, and it becomes an algorithmic one, and that is a big transformation in terms of marketing,” he says. PHD recently released a book called “Sentience” on this coming AI revolution, the impact on marketing, and what it means for the future of media. The agency is aiming to take on a big role in spreading the word about the potential of AI.

The best way to prepare for these changes is to try to understand them in advance as much as possible, Cooper says. “It has been paralleled to the invention of electricity, to the invention of the worldwide web,” he says.

To create attention for AI in Cannes, PHD brought  Worldwide Web inventor Tim Berners-Lee to the festival as speaker.  Here’s a report on his presentation.

PHD is a unit of Omnicom.

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

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How Bank of America Is Reaching Millennials via Vice and Pinterest http://www.beet.tv/2015/07/verdone-boa.html http://www.beet.tv/2015/07/verdone-boa.html#comments Tue, 07 Jul 2015 10:09:00 +0000 http://www.beet.tv/?p=34381 CANNES — In an effort to reach millennials, Bank of America turned to a platform and a publisher that people don’t closely associate with financial services: Pinterest and Vice.

The conversation with Vice CEO Shane Smith began in Cannes a year earlier and led to a video series the bank is sponsoring entitled “The Business of Life,” according to Meredith Verdone, Bank of America’s global chief strategy and marketing officer. Meanwhile, the Pinterest partnership encompasses promoted pins that users of the platform discover when they’re looking for relevant content. For example, someone who’s doing searches on “planning a wedding” might find a non-branded pin from Bank of America with 10 financial tips.

“We saw on both of these really great engagement — in fact, better engagement than any of our other ‘Better Money Habits’ content on any other site,” says Verdone in an interview with Beet.TV recorded at Cannes.

Verdone also reflects on the growing urgency for brands to have a direct relationship with platforms and publishers, which was how Bank of America made these deals with Vice and Pinterest.

“The agency isn’t the intermediary,” she says. “It’s not going to work that way. This is too complicated.”

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Civolution’s Teletrax Focuses On TV-Synced Digital Ads http://www.beet.tv/2015/07/cannes15terpstra.html http://www.beet.tv/2015/07/cannes15terpstra.html#comments Tue, 07 Jul 2015 09:54:37 +0000 http://www.beet.tv/?p=34383 CANNES — After Philips bought out its part-owned UK video watermarking company Teletrax in 2008, it rolled it up in to a new unit called Civolution, which also offered TV event audience measurement and second screen functionality.

Now Civolution has sold off the latter pieces to Kantar, it is returning to the original brand, Teletrax, which will focus on TV monitoring and TV-synced online advertising.

“We have an infrastructure that monitors thousands of TV channels across the world,” according to Civolution CEO Alex Terpstra.  “We identify, in real-time, which ads are airing on TV. We can can synchronize digital campaigns instantly to those moments and drive increased performance.

“It started with sync to TV ads – but is now evolving in to a whole series of sync products … new products coming over the summer.”

Also at Cannes, we interviewed Xaxis EMEA CEO Caspar Schlickum about the implementation of the company’s “Sync” offering which was created in collaboration with Civolution.

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

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E-commerce Huge: Our Competitor is Walmart, Not other 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.

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Big Change in Video Ad Format with the Rise of Vertical (Portrait), GroupM’s Rob Norman Explains Why it Matters 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.

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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

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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.

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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. 

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