Beet.TV http://www.beet.tv The root to the media revolution Thu, 03 Sep 2015 10:48:05 +0000 en-US hourly 1 http://wordpress.org/?v=4.3 Facebook’s Carolyn Everson On Overcoming a Setback as a Young Entrepreneur http://www.beet.tv/2015/09/everson-facebook.html http://www.beet.tv/2015/09/everson-facebook.html#comments Thu, 03 Sep 2015 10:48:05 +0000 http://www.beet.tv/?p=35093 Facebook’s VP-Global Marketing Solutions Carolyn Everson went to college thinking she would become a broadcast journalist. But a subsequent stint in consulting that led her to a job at Disney ignited her love of media and technology for good.

“That was the beginning of me seeing what it would be like to work for a consumer-focused company that has a fantastic brand [and] that is very-mission based,” says Everson in an interview with Beet.TV. “And really that alerted me to how much I actually liked [the] business.”

After Disney, Everson attended Harvard Business School, where she ultimately faced a setback. In her second year, she drew up a business plan for an online forum and shop for pet owners and wound up joining forces with the owner of the pets.com domain to raise $5 million to fund the company. However, she didn’t end up seeing eye to eye with the professional CEO who was brought in and was fired via fax. It was May, and she was due to graduate.

Everson was rattled by the incident, but she says it’s helped her recognize the importance of believing in yourself.

“I think about it often when I’m in a moment of feeling like I need to get my confidence back,” she says.

Reflecting on ways in which the industry will be transformed in the coming years, she says she expects to see more entrepreneurship coming out of the developing world as more and more people are coming online for the first time.

“They’re going to serve our society in ways that we probably can’t even imagine,” she says.

This 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 AOL. Xaxis is a unit of WPP.

]]>
http://www.beet.tv/2015/09/everson-facebook.html/feed 0
Old Media Resurface In A World Of Change: Susan Lyne http://www.beet.tv/2015/09/mraollyne.html http://www.beet.tv/2015/09/mraollyne.html#comments Tue, 01 Sep 2015 19:59:35 +0000 http://www.beet.tv/?p=35100 In the narrative of media evolution, what was once new becomes old and, ultimately, becomes obsolete. But vinyl music is enjoying a bounce – so what chance a return for other media formats?

“I’m seeing people beginning to pick up formats that were considered dead and reimagine them,” says Susan Lyne, the veteran media executive who previously ran AOL’s brand group and now runs its BBG venture wing.

“Five years ago, people were talking about magazines being dead. What I’ms seeing a lot of … are these gorgeous new magazines that have a very specific point of view, that are very thoughtfully received … and they’re charging $20 for them and they’re selling out. You’re going to see more of that.”

Lyne has been through a media evolution herself. Having once been managing editor of The Village Voice in the late 70s, Lyne created Premiere magazine for News Corp, co-headed ABC Entertainment, ran Martha Stewart Living Omnimedia and then built Gilt Groupe in to a digital retail powerhouse.

In between, it was the loss of one of those high-profile jobs which shaped Lynes attitude to the rough and tumble of life in the industry she loves.

“My biggest setback was very public,” she confesses to Beet.TV in this video interview. “I was fired from a job running ABC Entertainment, which means running primetime, just a few weeks before we were announcing a schedule that included Desperate Housewives and Lost and Grey’s Anatonmy. I was excited about them … and I lost my job. I was furious, heartbroken, embarrassed.

“But I learned a few things from that experience. One was resilience – I could have sat there and wallowed in that for many, many months – my husband called me that nigh and said, ‘You have 24 hours to weep over this and then you’re going to get over it and think about all the things that you can do now that you couldn’t have considered 24 hours ago’. It was great advice – it did change my thinking about what had happened.”

These days, Lyne is busy righting a wrong – helping back women-led startups in a world where, she says, 93% of investment goes to the other gender. That comes in the shape of Built By Girls (BBG) Ventures,  the seed investment unit she runs at AOL and which is billed as “the evolution of a media company as a platform for change”.

Change is the biggest disruptive factor shaping the entire media industry, Lyne reckons. “When you see new technologies emerging, that gives a whole new group of people to build businesses,” she says.

Just as she thanks her mentors for giving her the push she needed through her early career, Lyne thinks graduates today should seek a rewarding career in media.

“If you want to be part of the conversation … If you want to shape how people think about the world … go in to media; it’s a fabulous world,” she says.

Lyne was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.  This video is part of a series titled the Media Revolutionaries, produced by Beet.TV and sponsored by Xaxis and AOL   Please find the series videos here.

]]>
http://www.beet.tv/2015/09/mraollyne.html/feed 0
SMG’s CEO Desmond on Business Success: “Be Humble and Listen” http://www.beet.tv/2015/08/mrsmgdesmond.html http://www.beet.tv/2015/08/mrsmgdesmond.html#comments Mon, 31 Aug 2015 03:18:12 +0000 http://www.beet.tv/?p=35082 Riding the crest of a wave is a pretty good feeling. But the bigger lessons can come from falling off and hitting the bottom.

Many a business guru is fond of the ironic value of failure. That’s a notion that the boss of one of the biggest ad groups subscribes to, too.

“I’ve always learned more from failure than success,” Starcom MediaVest Group CEO Laura Desmond tells Beet.TV in this video interview. “At times, when people are on the top of the wave, riding it and feeling like nothing can touch them – those are the points in time when you really have to remember, ‘what was it like to be off that wave?’

“Those times make you humble, keep you hungry and keep you focus on the good and the necessary learning and challenges that go in to staying strong in this industry.”

There’s another kind of wave Desmond is riding, and that is the constantly-changing businesses of advertising and technology. The fusion of the two is up-ending the traditional marketing business, and turning geeks in to kingmakers amongst the creative community.

“This industry ain’t for the faint of heart. It’s a tough business today, (with) lots of different pressures,” Desmond reckons.

“Our work inherently is for people who are young or young at heart. You have to have a constant curiosity about what’s going on in the world. You have to be very comfortable with this notion of … moving at an increasingly faster rate of velocity as we see technology empowerment disrupt business models.”

Back when Desmond got started in the industry, her entrance was a sure thing. It started by being an outlier – the only one in her class to back advertising as a positive force for change.

“It’s a story that starts in my freshman year in college,” Desmond recalls. “One of the assignments was to find a popular brand advertising campaign and argue, ‘Was it good for society or not?’

“Out of 20 people in the class, I was the only person to argue that the campaign for Crest toothpaste was actually good for society because the sales funded the investment and research in to fluoride and better products.”

Out of college, Desmond joined advertising company Leo Burnett, which she recalls as “where it was at”: “Creative (messaging) wasn’t the … only thing … (the strategy of) reaching people at the right time and the right place became as important and – arguably, today, 20 years later, more important than the message itself.”

So what are Desmond’s lessons to tomorrow’s generation of ad industry joiners? Be humble and listen,” she adds. “That’s mostly what I’ve tried to do.”

Desmond  was interviewed in Chicago for Beet.TV by Andy Plesser, executive producer of Beet.TV for the Media Revolutionaries series presented by AOL and Xaxis.  You can find more videos from the series here

]]>
http://www.beet.tv/2015/08/mrsmgdesmond.html/feed 0
Xaxis’ Lesser Followed The Paternal Path To Change Advertising http://www.beet.tv/2015/08/mrxaxislesser.html http://www.beet.tv/2015/08/mrxaxislesser.html#comments Fri, 28 Aug 2015 12:08:53 +0000 http://www.beet.tv/?p=35080 Why did you get in to advertising? For Brian Lesser, it was because his dad showed him the ropes. Now Lesser runs WPP-owned Xaxis, one of the technology companies helping make advertising more targeted and more relevant.

“When I was a kid, my father ran advertising agencies … I always liked the commercials better than the programming on television,” Lesser tells Beet.TV in this video interview.

“When my father had ‘Take your kid to work’ day, I would go in and meet his colleagues at the advertising agencies. I distinctly remember thinking, ‘This is the coolest job in the world’. Advertising agencies then were the hottest business, in the 80s. His colleagues were the smartest, wittiest, funniest people I knew. I grew up thinking, ‘I want to be in advertising just like my dad’.”

In a sense, that’s just what Lesser has done. Launched by WPP and GroupM in 11 countries across North America, Europe and Australia in June 2011, Xaxis is a global digital media platform that connects advertisers and publishers to audiences across all addressable channels.

In short, Xaxis is driving forward “programmatic” advertising, that thorny collection of technology platforms that help better target, plan and trade online advertising.

Xaxis is not Lesser’s first advertising foray, of course. In 2008, he created Media Innovation Group, an integrated data management, targeting and ad delivery platform for media agencies.

But things weren’t always so upbeat. “In 2001, all of that came crashing down and I lost my job,” Lesser says. That job was as consultant to ill-fated digital ad group iXL, which bit the dust in the dot.com bust but which ended up part of Razorfish.

“It felt like all the momentum we built up came crashing down,” Lesser remembers. “But I turned that in to an opportunity – I decided it was a good time to go back to business school. By the time I good out, things had partially recovered.”

Now Lesser believes today’s college-leavers should look to the ad industry for a great career journey.

“In the early 90s, everyone wanted to be an investment banker – that’s not the case anymore,” he tells Beet.TV. “People in school are looking for jobs where they feel they can do the job, make lots of money and be around smart people.

“There’s no better industry than the programmatic industry to do that. These are some of the smartest people in the world, it’s a very fast-changing environment, we’re literally reinventing the advertising business.”

Lesser was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.  This video is part of a series titled the Media Revolutionaries, produced by Beet.TV and sponsored by Xaxis and AOL   Please find the series videos here.

]]> http://www.beet.tv/2015/08/mrxaxislesser.html/feed 0 From Mississippi Teenage DJ to Media Mogul, the Amazing Journey of Bob Pittman http://www.beet.tv/2015/08/pittman-iheartmedia.html http://www.beet.tv/2015/08/pittman-iheartmedia.html#comments Thu, 27 Aug 2015 15:49:20 +0000 http://www.beet.tv/?p=35052 Now the chairman and CEO of iHeartMedia, Inc., Bob Pittman got his start in the media business as a 15-year-old disc jockey in Mississippi, where he grew up.

Motivated to earn money so he could take airplane flying lessons, he first applied to the local men’s clothing store and then tried to get a job bagging groceries at the Piggly Wiggly. When that failed, he walked into the local radio station, where the owner asked him to read some wire copy into a tape recorder.

“He goes, ‘That’s good enough, go to New Orleans and get your third class radio telephone operator’s license, and you’re hired.’ And that began my career,” says Pittman in an interview with Beet.TV. He’s held a variety of jobs in the media industry, from co-founding MTV to being COO of America Online, Inc. (later AOL Time Warner).

After his first break, Pittman worked as a disc jockey in Milwaukee and Detroit before getting an opportunity to program a radio station in Pittsburgh at age 19. Then he was hired by NBC in Chicago, and, at 23, he was transferred to WNBC, the flagship station, in New York.

Asked about his greatest career setback, he says he believes there’s no such thing, and you only learn and grow by doing.

“In our place we preach, at iHeart, that mistakes are the byproduct of innovation. If you’re going to try something new, there’s no way you’re going to think it through on paper,” he says.

Considering the future of the business five or six years down the road, Pittman thinks it’s going to continue to be transformed by data.

“It’s going to look very data-driven, it’s going to look very consumer-centric,” he says. “It’s going to be a wonderful mix of the math, which is the quantitative stuff, and the magic, which is the creativity.”

This 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 AOL. Xaxis is a unit of WPP.

Pittman was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.

]]>
http://www.beet.tv/2015/08/pittman-iheartmedia.html/feed 0
Privacy Concerns Slowing Ad Targeting In Europe: Furious Corp’s Swartz http://www.beet.tv/2015/08/dmexcofuriousswartz.html http://www.beet.tv/2015/08/dmexcofuriousswartz.html#comments Thu, 27 Aug 2015 12:18:10 +0000 http://www.beet.tv/?p=35059 Through the eyes of a US marketing exec, Europeans are, notoriously, relatively more concerned about how ad targeting might impinge on their personal data.

A recent report from Belgium’s data protection agency claimed Facebook tracks computers of users without their consent, whether they are logged in to Facebook or not, and even if they are not registered users of the site or explicitly opt out in Europe.

So what’s the lay of the land? “Data and privacy… the level of sensitivity around those issues is so amplified in Europe compared to the US,” according to Furious Corp CEO and founder Ashley Swartz.

Swartz, who will moderate two panel discussions at the upcoming DMEXCO ad conference in Cologne, Germany, says deploying data-centric ad targeting in Europe is not so straightforward: “The use of data is parsed by country – large companies can’t just roll up a pan-European high-level first-party data set.

“Although programmatic and automation is accelerated more so in Europe than here (in the US) … adoption of addressability and targeting down to an individual level is much slower to evolve.”

However, Europe is not behind  in every race. “Netflix is on fire in Europe,” Swartz says. “Adoption of smart television and over-the-top platforms is much than in the US – disruption of traditional media providers is different, but still great.”

This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C Insights + Teletrax.

]]>
http://www.beet.tv/2015/08/dmexcofuriousswartz.html/feed 0
Research: Digital Video Growing On Live, Long-Form Demand http://www.beet.tv/2015/08/dmexcofreewheeldutt.html http://www.beet.tv/2015/08/dmexcofreewheeldutt.html#comments Wed, 26 Aug 2015 22:31:53 +0000 http://www.beet.tv/?p=35069 The old adage used to be that digital video had to be short, that viewers wouldn’t sit and watch it in long sessions. That may have been true on the desktop – but video ad tech company FreeWheel’s latest quarterly market report shows new devices are now driving online video ever more toward long-form and live content.

According to year-over-year changes noted in FreeWheel’s Q2 2015 Video Monetization Report, which is subtitled “The New Primetime is Anytime”, video views were are 25%, whilst video ad views at up 32%. Highlights:

  • “Long-form on-demand and live content continue to drive growth, growing at 26% and 146%, respectively, year-over-year.”
  • “Nearly 40% of ad views came from outside of desktop and laptop environments, with over-the-top (OTT) devices and smartphones leading that growth”

Speaking with Beet.TV in this video interview, FreeWheel’s advisory director Brian Dutt went in to further detail:

  • OTT: “This quarter, that was one out of 10 ad views we saw through our data set, which is really phenomenal. Two or three years ago, those devices weren’t even ad-supported – all you saw was (ad-free) Netflix. We’re starting to see, in the living room, monetization through ads.”
  • Mobile: “We’re seeing one in five of our ad views come through Android or iPhone device. We’re seeing a lot of news clips or snippets or TV shows.”
  • Live: “Live sports is driving the market. (With apps), you get a lot more access to games than you get through your traditional television. A lot of the first apps were sports-driven apps on Roku, Xbox and PlayStations.”

 

This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C Insights + Teletrax.

]]>
http://www.beet.tv/2015/08/dmexcofreewheeldutt.html/feed 0
Advertisers Lagging Consumers On Mobile: IPG’s Johnson http://www.beet.tv/2015/08/dmexcoipgjohnson.html http://www.beet.tv/2015/08/dmexcoipgjohnson.html#comments Wed, 26 Aug 2015 11:06:19 +0000 http://www.beet.tv/?p=35057 The data continues to point to a disconnect – consumers have flocked to consume content and engage socially using mobile devices, over desktop alternatives. So why have advertisers still not piled in to mobile at the same rate?

“It’s sometimes an afterthought,” IPG Mediabrands global mobile head Travis Johnson agrees, in this video interview with Beet.TV

“We’ve got clients … seeing upwards of 50% of their site traffic come from mobile devices, and they’re dedicating 1% of their spend to driving people there. (Only) a few percent of global media spend is going to mobile. They’re not making the most of that.”

What accounts for this ongoing schism? And isn’t it a missed opportunity? Johnson says: “It’s a new space where … it take s a lot of infrastructure to get all your assets aligned. It’s taking a lot of clients quite some time.”

 

This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C Insights + Teletrax.

]]>
http://www.beet.tv/2015/08/dmexcoipgjohnson.html/feed 0
IPG Chairman Emeritus David Bell: “An Igniter of People’s Talents” http://www.beet.tv/2015/08/bell-ipg.html http://www.beet.tv/2015/08/bell-ipg.html#comments Mon, 24 Aug 2015 21:33:06 +0000 http://www.beet.tv/?p=35041 Interpublic Group’s chairman emeritus David Bell grew up expecting to become a litigator, but when he decided at the last minute not to go to law school and turned his sights to advertising, he got lucky with admission to Leo Burnett’s training program.

“I was the only one of 19 that didn’t have an MBA, so I must have faked a passion for advertising pretty good, but it was a great lucky stroke,” says Bell in an interview with Beet.TV.

From 2003 to 2005, Bell was CEO of IPG, which had acquired True North, where he had the top job, and he’s seen adland undergo a great deal of consolidation and other transformations during a career that spans five decades.

Bell started his career on the media side, and that involved “spreadsheets, cranking numbers and super menial tasks like hand collation of presentation decks,” he says. But a few short years later, at 27, he wound up an agency CEO after his boss died.

He considers his greatest career accomplishment the shift “from thinking of myself as an individual performer with talent to an igniter of people’s talents.”

This 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 AOL. Xaxis is a unit of WPP.

Bell was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.

 

]]>
http://www.beet.tv/2015/08/bell-ipg.html/feed 0
The Thrill of the Media Biz Past, Present and Future: an Interview with Irwin Gotlieb http://www.beet.tv/2015/08/gotlieb-groupm-2.html http://www.beet.tv/2015/08/gotlieb-groupm-2.html#comments Sun, 23 Aug 2015 21:30:21 +0000 http://www.beet.tv/?p=35033 In Irwin Gotlieb’s view, what should make the ad industry exciting to young people is the variety of skills they’ll get to learn and clients they’ll get to serve.

“If someone were to watch me in any given day, I still read scripts for television shows, I still make calls on development, and yet in the next minute I may be dealing with a computer issue or a technology issue or a trading issue,” says Gotlieb, GroupM’s chairman and a legend in the media business, in an interview with Beet.TV. “And you don’t get to do that in most businesses.”

Reflecting on his career, Gotlieb, who founded MediaVest in 1993, says he’s fortunate not to have had any horrific business setbacks. However, earlier in his career he focused on business at the expense of his personal life, though he’s had ample time to make up for it with his wife and daughter.

“With parents it doesn’t work that way because once they’re gone you don’t get a do-over,” he says. “So that’s the one thing that I’ve probably failed at.”

Looking to the future, Gotlieb says the ad business will be much more performance-based than it is today, focused on outcomes instead of media delivery. Instead of broad-scale attribution modeling, census-level attribution calculations will be the norm.

This 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 AOL. Xaxis is a unit of WPP.

Gotlieb was interviewed for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.

Gotlieb will be the keynote speaker at Beet.TV’s November summit on addressable TV advertising. 

]]>
http://www.beet.tv/2015/08/gotlieb-groupm-2.html/feed 0