Beet.TV The root to the media revolution Fri, 29 Apr 2016 20:11:28 +0000 en-US hourly 1 NAB Digital Committee Chair: Standards, Yield Curves Intertwined Fri, 29 Apr 2016 20:11:28 +0000 [...]]]> LAS VEGAS – While the convergence of television and digital media requires much desired industry standards for viewing metrics to effectively sell advertising, with such standards will come the need for media companies to address yield curves across platforms.

“That’s something that everyone’s taking very seriously when they’re talking about this idea of coexistence of linear and digital ad stacks and how those things need to come together in different places,” says Lorne Brown, who is President, CEO and Founder of software and services provider Operative Media. Earlier this month, Brown was named to chair the new Digital Committee of the 2016 NAB Show, where he was interviewed by Beet.TV.

Noting that more than 100 media companies turned out for this year’s event, Brown acknowledges the complexity involved in how media companies price their inventories given the growth of video viewing choices.

“As they break their yield curve up in terms of ‘I’m going to sell this with a GRP, or sell this for primetime, or this by daypart, this across my OTT device’ there’s a lot of yield equations that go into that,” Brown says. The bottom line—literally—is “if we get these standards, how do we ensure that we value goes up for clients and we get the highest CPM’s to keep the ecosystem moving?”

To Brown, one of the more interesting concepts discussed at the NAB event was linear optimization of advertising, which involves using anonymous viewer data from multichannel video program distributors (MVPD’s) to allow for certain levels of commercial targeting beyond age and gender. While useful for some but not all advertisers, this approach in and of itself requires standards, according to Brown.

“If you have data coming from multiple MVPD’s, even though that’s anonymized, there needs to be some rigor around that, some understanding that these data sets were put together in a similar way,” says Brown.

DISH, DirecTV Addressable Unit: Buying DMA’s Wasteful For Campaigns Fri, 29 Apr 2016 14:24:36 +0000 [...]]]> Who would have thought that something so 1990’s as the digital video recorder (DVR) would help to transform political advertising?

In the first presidential election to benefit from the granular targeting capabilities of addressable TV advertising, the joint venture between DISH and AT&T-owned DirecTV is helping political campaigns target more than 20 million households at the state and national level. Called D2 Media Sales and founded in 2014, the entity offers precision and scale that was heretofore unavailable.

That’s because traditionally, political campaigns have targeted households via Designated Market Areas (DMA’s). Which means genuine statewide reach wasn’t possible.

“You’re either buying local broadcast stations on a DMA basis or you’re buying cable interconnects in the same way,” says Joe Hockenjos, VP of Political Ad Sales at D2 Media Sales, in an interview with Beet.TV. “When you piece those together to complete a state you find that you’re buying a lot of waste, because a lot of those homes in the DMA’s will fall outside of the state that you’re primarily interested in.”

Enter the lowly DVR, informed by AT&T, DISH and DirecTV subscriber data, along with voter registration information and data from such third-party providers as TargetSmart and i360. Once a campaign selects a target audience, D2 delivers specific television commercials to that household during a commercial break when they are watching TV via a DVR.

How does D2 gauge results derived from addressable campaign ads?

“In terms of determining the value, because it’s a zero-waste product, they know that they’re getting into just those homes that have a great propensity to vote and to vote their way,” Hockenjos says. “You compare it to the other choices in the television marketplace and you see this as a superior way to get your message across.”

D2 hopes that the success of political campaigns will help to bolster commercial marketers’ embrace of addressable advertising, “just as we’ve done on the commercial side with different verticals like financial services, automotive and pharmaceuticals.”

AT&T Uses Humor To Target TV Ad Waste, Promote Addressable Offering Thu, 28 Apr 2016 22:44:13 +0000 [...]]]> The leader in addressable television advertising, with some 13 million households, AT&T is using a humorous commercial during the TV Upfront negotiating season to sell the power of addressable while speaking to concerns about its cost and scale.

The commercial, “Stop Showing the Right Product to the Wrong Customer,” offers up three vignettes: a grownup in a classroom pitching complicated financial services to kids; a man trying to sell a rugged construction boot to a fashion model; and a showroom salesman pitching a muscle car to seniors.

“It’s based on insights that there’s a lot of waste with traditional TV advertising,” Maria Mandel Dunsche, VP of Marketing at AT&T AdWorks, says in an interview with Beet.TV. “The campaign shows all of the fun mishaps that happen when you may have the right product but you’re reaching the wrong audience.”

The communications giant believes that a lot of advertisers are questioning the value of television advertising.

“Gone are the days when nobody gets fired for putting their ad spend in television,” Mandel Dunsche observes. “Media planners and advertisers want TV to become as accountable as some other channels, such as digital.”

She answers questions about the scale of addressable TV as it now exists by pointing to AT&T’s 13 million households and the estimated 40 million addressable households that will be available to the advertising industry by the end of 2016.

As for cost, addressable is more expensive on a CPM basis because of its more granular targeting. “But you have to look at the effective CPM and not the CPM on the outset,” Mandel Dunsche says. “When you look at the fact that there’s no waste associated with addressable, you’re reaching 100% of your target audience. Thousands of campaign results show addressable can be very efficient way of driving results.”

The company continues to roll out cross-platform (TV to mobile) addressable advertising, an effort that includes last year’s trial with Opera Mediaworks.

A big target for addressable providers is the consumer packaged-goods category. Advertising Age reports that ConAgra has been running addressable TV ads for nearly three years.

Cablevision: Addressable TV For Each And Every Advertiser A ‘Misnomer’ Wed, 27 Apr 2016 13:43:39 +0000 [...]]]> Almost a decade into its work with addressable television, Cablevision Systems Corp has learned that long-tail networks can greatly over index the biggest networks for reaching audiences with particular attributes and that not all households want scented products.

The key takeaway for Ben Tatta, President of Cablevision Media Sales, is that addressable TV is not for each and every advertiser.

“Not every client is a perfect addressable candidate,” Tatta says during an interview with Beet.TV at the 2016 NAB Show of the National Association of Broadcasters. “That’s one of the misnomers. Early on we thought everything’s going to be addressable.”

Not withstanding the big technological advances the TV industry has made from the days of buying audiences solely based on broad demographic segments, TV remains a mass reach vehicle. Thus the ability of advertisers being able to select very specific audiences “may or may not be terribly relevant” in some product and service categories.

Tatta says he recently got a lesson in olfactory sensibility with the case of a marketer of a scented deodorant. As it turns out, that’s a product for which mass audience reach isn’t a one-size-fits-all solution because there are scent lovers and scent avoiders at the household level.

“Either they like scents in the household or do not. Whoever does or doesn’t usually wins out in terms of what the household chooses,” Tatta says.

Nonetheless, being able to combine addressable at a full census level—meaning every household—combined with the ability to capture audience data and ad exposure data at a household level, has “really transformed the business,” Tatta says.

In addition to addressable, which it started about eight years ago, last year Cablevision rolled out its Optimized Linear offering, which basically allows advertisers to use their own data or third-party data to maximize reach, as MediaPost reports.

“Our focus is to use the data in as broad a fashion as possible. Each advertiser is a little different,” Tatta says.

Campbell’s Marketing Chief: Television Becoming More Like Digital Wed, 27 Apr 2016 11:23:21 +0000 [...]]]> With digital technology helping to advance the goal of more precisely targeted television ads, the traditional marketing mix of art and science has become more balanced with regard to the scientific element.

For Yin Woon Rani, VP of U.S. Marketing for Campbell’s, the advent of digital advertising has raised marketers’ expectations of what is measurable, what is possible and what is accountable. She believes that TV in particular is becoming more like digital, as more data-targeting solutions become available, because like digital TV can now do more than just one thing.

“I can still buy big mass reach as I always have, but when necessary I can add addressable, I can add regional, I can add agility,” Rani says during an interview with Beet.TV at the 2016 PeopleFront event conducted by Simulmedia. Technological changes and the data those changes produce are “forcing you to be more thoughtful and more strategic about the role of TV.”

This requires a balance of addressable TV ads and traditional broad-reach campaigns. “It’s always about fitting the tool to the task,” Rani says, “when you have big businesses and big audiences and multiple challenges.”

Like all marketing executives, Rani is mindful of the desire to bring attribution between advertising spend and sales results to ever more granular levels. Prior to Campbell’s, she worked at advertising and media agencies like Grey and Universal McCann.

“I think for us, attribution is just having a better sense that the right message is reaching the right person and getting that person down to maybe the smallest unit feasible,” Rani says. The current environment is yet another iteration of progress on proving return on investment on media spending.

“I think it’s all the messy middle and maybe at the end we’re going to realize it’s not going to be one to be one measurement answer but rather a combination of data points. Marketers have to use judgment and expertise.”

We interviewed her in New York at the Simulmedia PeopleFront conference where she was a speaker. Please find more video interviews from the PeopleFront event right here.

‘Make Data Human’ Or Business Is Ruined, I-COM’s Cohen Warns Tue, 26 Apr 2016 13:17:49 +0000 [...]]]> SEVILLE — In the world of ad-tech, advertisers and vendors frequently point at so-called “bad actors” ruining the system. But what if the real “bad actors” were industry executives themselves?

For Andreas Cohen, chair of the I-COM, the global marketing data trade body, it’s time professionals started putting consumers first – or they risk letting the opportunity go to seed.

The tagline of Cohen’s latest conference, in Seville, is “Making Data Human“. he explains: “(It’s about) making our industry more focused on the consumer experience with digital media and data.

“We all know that this is not where it should be. We see blowback through ad-blocking, through privacy legislation, there are issues on the advertiser front with fraud and non-human traffic.

“It’s time for the industry to recognise its failings more broadly and, from a more senior management point of view, to say, ‘We need to collaborate, to get together to up our game. This is not a sustainable model that we’re on, this can ruin the business overall’.”


This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

OTT Most Exciting Part Of Programmatic TV: Trade Desk’s Sims Tue, 26 Apr 2016 13:17:02 +0000 [...]]]> SEVILLE — Dozens of ad-tech vendors are gathering around the $70bn+ US TV advertising industry like bees to a honey pot, hoping to enable even a tiny fraction of those ad buys on TV’s journey to a promised programmatic future.

But we’re not there yet. That’s why, when Tim Sims imagines the spectrum of things people mean when they say “programmatic TV”, he’s living in the here and now.

“Some of the more exciting things in the near-term on programmatic television are on the left (OTT) side of that spectrum,” The Trade Desk‘s inventory partnerships VP tells Beet.TV in this video interview.

“On the linear end of the spectrum, programmatic may even be the wrong word to describe what we’re doing.

“In the OTT and streaming space, it’s much more similar to what we do today. More and more people are starting to migrate toward that method of consuming content. “

The Trade Desk is  abuy-side vendor of data management platform and other tools. After display and video, Sims sees audio, native ads and, soon, out-of-home ads also benefitting from programmatic ad-buying automation.


This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

Machine Learning Counters Human Creativity Fatigue: Krux’s Reid Tue, 26 Apr 2016 13:09:58 +0000 [...]]]> SEVILLE — The ad industry has come a long way in the enablement of trading through digital pipes and automated decisions.

Now a new wave in artificial intelligence is bidding to make even smarter decisions on buyers’ behalf – and it’s all about alleviating staff of the boredom of testing out different ad outcomes.

“The requirement of successful use of a DMP has largely been oriented around a consumer still pulling the strings and pushing the buttons … testing permutations … to optimise some media outcome,” according to San Francisco-based data management platform vendor Krux‘s EU MD Joe Reid.

“Where Krux is going to introduce some new-age thinking is in the application of machine learning. We’ll start testing permutations of different behavioural attributes, CRM attributes, attitudinal attributes… to make sure that, yes, it matches the KPIs … and then making that actionable.”

Machine learning is coming on-stream at several vendors, each hoping to deploy a kind of AI algorithm to better target ads.

But why would you want to do that?

“There is an element of human fatigue – that the zeal for creativity at some will point wane,” Reid reckons. “We want to support the user will cool, cutting-edge machine learning… making it actionable beyond the scope of the human being.”


This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

Granular TV Deals Help Matrixx Target Seasonal, Need-Based Consumers Mon, 25 Apr 2016 15:42:36 +0000 [...]]]> With very specific need-based and seasonal consumer targets for its Zicam family of cold and allergy relief products, Matrixx Initiatives puts a portion of its media spend into buys made outside of the traditional big demographic television data blocks.

The company is assisted in this targeting effort by Simulmedia, along with sales and incidence data to close the loop on advertising spend and return on investment, says M’lou Walker, the company’s Chief Executive Officer.

“Simulmedia helps us to move away from the big blocks of demographic data and get down to who our actual buyers are likely to be,” Walker says. “What they look like, where they are.”

Because Matrixx products are purchased in-store as opposed to online, tying advertising exposure to actual sales results is difficult, Walker explains in an interview with Beet.TV during the annual PeopleFront event conducted by Simulmedia.

“We have used a decade’s worth of sales data and incidence data of about how people are suffering from coughs and colds,” Walker says.

The result is model created to try to demonstrate the link between the number of gross ratings points the company secures, the level of incidence and actual sales.

“We have a pretty tight model and use that retrospectively to explain what happened and prospectively to get a sense of ‘if we spend this much against this target we can expect to get this much in sales.’ It’s not perfect, but we really are able to explain a lot of our sales that way,” Walker says.

We interviewed her in New York at the Simulmedia PeopleFront conference where she was a speaker. Please find more video interviews from the PeopleFront event right here.

Bloomberg Sees Cross-Platform Deals Constrained By Agency Buying Process Mon, 25 Apr 2016 14:45:51 +0000 [...]]]> True cross-platform digital video advertising deals can emerge only when agencies change the way they now plan and buy content for their clients, according to Bloomberg Media’s David Bickford.

“If you buy a spot on TV you are trafficking that spot,” Bickford says in a recent interview with Beet.TV. “But a digital video purchase is out of a completely different team and frequently out of a different agency who may not even talk to the TV buying team. The way the buying process occurs has to change in order for a true cross-platform video deal to get in place.”

Bickford, who is the company’s Head of TV Sales & Multi-Platform Group Director, notes that agency higher-ups want their teams to buy content rather than platforms. “And we want to sell that way too,” he says, “but until the structure is in place to make that purchase at one point, we’re still going to be held behind.”

As a content provider, Bloomberg is focused on distributing content, plus selling and packaging and partnering on content. It’s not focused on TV, print and digital.

“We would like the buying to happen the same way. You have a video team and then you have an audio team and a rating team,” Bickford says.

The notion of TV inventory being sold “programmatically” meets a skeptic in Bickford, who believes the industry “basically took a digital term and applied it to television.” Bickford’s background includes stints at CNBC, NBC and Turner.

For TV to truly be considered a programmatic medium the TV networks would have to less protective of their assets and come together “and figure out how we’re going to position video going forward. Not what we own but how as industry we move forward in order to sell the content,” Bickford says.

Wunderman’s Kotziagkiaouridis Sees Data Key To Emotion Mon, 25 Apr 2016 14:16:24 +0000 [...]]]> SEVILLE — The science and the art of advertising may often be talked about as two separate disciplines. But there is a future emerging in which one feeds the other.

How will human creativity and maths collide?

“Brands need to be relevant. Relevance means powerful, emotional connections. To create those connections, you need data,” ad agency group Wunderman’s chief analytics officer Yannis Kotziagkiaouridis tells Beet.TV in this video interview.

“Could you use algorithms to develop insights in to a human process? That’s a big discussion.”

Kotziagkiaouridis has built a career in marketing leveraging data, before “leveraging data” was even fashionable. Wunderman recently partnered with marketing automation software maker Marketo to inject more data-driven understanding for brand clients.

Now he sees deeper consumer insight as critical. “Not all consumers drive value equally,” he adds. “You need to understand where your buyer comes from.”


This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

CNNgo By The Numbers: 9.5 Million Hours Views In March Sun, 24 Apr 2016 21:38:46 +0000 [...]]]> LAS VEGAS — Over the years, CNN’s online video strategy has ranged from the free to the paid, the locked-down to the open-access, to the in-between.

The latest strategy sits in the latter camp, after CNN launched CNNgo – with access to its live stream plus on-demand shows – back in 2014.

So how is CNNgo doing? CNN product chief Alex Wellen revealed March stats to Beet.TV:

  • A total 9.5 million hours were viewed.
  • That is 670% more time spent than a year earlier.
  • Viewers started videos 300 million times.

CNNgo lets consumers watch CNN telecasts digitally, across multiple device types, without signing in – but only for 10 minutes. After that, they must authenticate using their local cable provider account.

Wellen’s “video starts” count is for video views clocked up by users who weren’t even signed in.

In March, we did about 300 million video starts, that’s unauthenthenticated content – all the clips you see across all our platforms.

But he says 80% of the 9.5 million hours consumed was from users who did sign in. That means the service is finding some success in driving consumers to shift from viewing CNN over local cable to viewing online, albeit using legitimate accounts.

How does CNN plan to make money from this? Beside serving up traditional TV ads from the linear feed, Wellen also hints: “Ultimately, everything’s going to dynamic ad insertion.”

Note to Publishers: Stop Consumers with Ad Blocking Software, advises WPP’s David Moore Fri, 22 Apr 2016 11:37:08 +0000 [...]]]> SEVILLE — With consumer web ad blocking seemingly on the rise, data on the practice ranges from the dystopian to the hysterical.

New eMarketer data this week puts a more modest assessment on current levels, pegging UK ad blocking at 14% of internet users in 2015. But its forecast rises to 27% in 2017, commenting: “Once seen as the preserve of the tech-savvy, early adopters and gamers, ad blocking has now moved into the mainstream.”

In response, publishers are scurrying, variously, to present better ads, add non-advertising revenue streams or simply to block the blockers. That’s a tactic a growing number of individual publishers are undertaking whilst, in France and Sweden, several publishers have teamed to jointly prohibit access to users detected to be running ad blockers.

It’s a move endorsed by WPP Digital president David J. Moore. In this interview with Beet.TV, he says: “Viewability continues to be an issue for most. The bigger sites are starting to recognise that (there is) a cost of revenue.

“If someone has an ad blocker, they can’t monetise them anyway so don’t let em in!

“The more websites that stop letting consumers visit with an ad blocker, the more that occurs, the less effective those types of companies will be.”

Moore is also chairman of Xaxis.

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

Ad Land In Catch-Up On Creativity, Measurement: Xaxis’ Martin Fri, 22 Apr 2016 10:57:15 +0000 [...]]]> SEVILLE — The ad-tech world has got pretty good at finding the right audiences and executing the right media buys at the right time.

But what’s left on the table? Mobile, measurement and that little matter of creativity, says one exec working at the numbers end of an ad data company.

“There’s a surge in people moving on to mobile devices. From a measurement perspective, we’re still paying catch-up,” Xaxis EMEA analytics VP Paul Martin says in this video interview with Beet.TV.

“Twenty years ago, there was one radio and one TV in the household. (With) a couple of panels, you could get all the insight you wanted. Now there’s so many devices. There’s still more work to be done.”

Xaxis, the data-driven ad targeting division of WPP’s GroupM, just replaced Nicolas Bidon with Harry Harcus as UK MD, and debuted a programmatic platform for buying native ads together with Plista – something considered a key move for an ad format many have worried is not scaleable

Martin says programmatic – which, if you like, is the science of ad processing – needs to get more creative.

“People feel there’s still a gap in the creative space, trying to join up the creative with the media world, that’s untapped,” he says, adding Xaxis intends “working more closely with the creative guys of the world”.

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

]]> How Viewability Will Get Specific: Integral CEO Knoll Fri, 22 Apr 2016 10:56:18 +0000 [...]]]> SEVILLE — Discovering whether your ad is actually being seen by a human being is now just “table stakes” – viewability is about to get more sophisticated. That’s according to ad ad-tech exec working on an upgrade.

Integral Ad Science CEO Scott Knoll says he sees a problem with current implementations of viewability metrics.

“A small percent (of consumers), say 10%, are seeing 90% of the viewable ads,” he tells Beet.TV in this video interview. “It’s a big waste. You’re spending all this money in advertising but you’re not actually telling your story to everyone.

“The industry is going to move from ‘is this ad in-view or not?’ to tying viewbaility data to specific target segments or individuals, to know ‘how long did this consumer see my ad over the life of a campaign, over a quarter, over a year?’.”

Knoll calls that “the consumer ad experience”, something he says brands are fully behind.

The nub of the idea seems to be – forget about time, focus on effect.

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

Ustream In Hand, IBM Cloud Inks Deals With AOL, CBC, Comic-Con And Mazda Thu, 21 Apr 2016 21:28:36 +0000 [...]]]> LAS VEGAS – IBM Cloud wants to be right in the middle of everything that’s happening in digital video, an aspiration further advanced by this week’s deals with companies like AOL and the Canadian Broadcasting Company, along with the launch of two new live-streaming services.

The company best known for its mainframe computer heritage is a growing global presence in cloud-based video services, owing in part to its recent acquisition of live-streaming startup Ustream. News of the company’s deals to provide online video solutions to AOL, CBC, Comic-Con and Mazda broke this week at the 2016 NAB Show of the National Association of Broadcasters, where Beet.TV interviewed Braxton Jarratt, GM of IBM Cloud Video.

According to Jarratt, the desire to experience live events via video on an array of devices crosses the lines of both business-to-business and business-to-consumer, both rich markets for the capabilities IBM has been acquiring—for example, file transfer standard bearer Aspera—and building.

“You can look around the consumer landscape and see that live is becoming really important to consumers,” Jarratt says. “They are getting trained to seeing things instantly, seeing real things. So businesses want to do the same thing,” whether it’s communicating with employees or marketing to customers.

The difference between now and a few short years ago is the expectation of Netflix-like quality.

“There was a certain tolerance five years ago for kind of a mediocre corporate video experience,” Jarratt recalls. “There was a server inside of your network that was kind of slow and clunky, and video only worked if you had the right browser. Now people want to watch it on their mobile phone, tablet connected devices and they expect it to work as well as anything they’re seeing in the consumer space.”

IBM also brings to the table the analytics chops of its Watson cognitive business solutions and properties like Weather Company, parts of which IBM bought last fall. The latter’s capabilities can correlate weather events within micro geographies to help video providers understand who’s more likely to be in front of a device and how are they going to react to what they see.

As TechCrunch reports, IBM just announced a product that will let media companies produce high-quality live-streams over ordinary broadband connections and an enterprise CDN product that lets companies broadcast live-stream video within their firewalls without impacting other traffic.

Ooyala Partners With Facebook Live, Sees More Video Disruption Thu, 21 Apr 2016 15:06:59 +0000 [...]]]> LAS VEGAS – When it comes to pay television and “TV Everywhere,” the only constant is disruption, one of the latest examples being Facebook Live, which enables anyone to broadcast live video on the social media platform.

As an official Media Solutions Partner for Facebook Live, Silicon Valley-based Ooyala has a ground-level view of the explosion of choices available to consumers to satisfy their needs for all things video. It comes amid the continued discussion about the need for video standards and, in the absence thereof, the ability to prove viewer engagement.

“There’s always a balance between standardization and people who want to have custom formats,” Jonathan Wilner, VP, Products and Strategy at Ooyala, tells Beet.TV during an interview at the 2016 NAB Show of the National Association of Broadcasters. “If we’re going to get more TV money in, that’s very used to trading against currency, then I think we need increasing amount of standardization to be in on the buy.”

This is particularly so when competing against the likes of Facebook and Google, with their huge audiences and data-gathering capabilities. Ooyala’s solutions for video providers include one of the world’s largest premium video platforms plus a leading ad serving and programmatic platform.

With Facebook Live, more choices also mean more confusion.

“What we’re seeing, interestingly, is inquiries from people that are running authenticated TV everywhere services that want to put clips onto Facebook,” Wilner says. “Their affiliate deals say they can’t run those clips on their authenticated services and they can’t offer them without authentication but they can put them on Facebook. That’s a sign of confusion in the market.”

In addition to its Facebook Live endeavor, Ooyala this month debuted an all-new HTML5 video player built for fast, consistent performance across desktop and mobile devices, plus Ooyala Flex, a media logistics solution modernizing video production workflows for broadcasters, studios, publishers, and brands.

Ad Industry No Longer Luring Talent ‘Like Fish In A Barrel’: Momentum’s Frieman Thu, 21 Apr 2016 02:30:20 +0000 [...]]]> MIAMI – Recruiting young talent to advertising and media agencies and holding onto them is no longer like “catching fish in a barrel” than it is offering mentoring and coaching—things that don’t always come with today’s flexible freelance work mode.

As agencies compete for talent with tech companies and their own brand marketers, which continue to bring certain activities in house, perhaps the toughest challenge is the freelance marketplace, according to Jennifer Frieman, Chief Talent Officer of Momentum Worldwide, a global agency.

“Technology has opened up the door to individual entrepreneurs and they can create their own businesses and pick and choose the work that they want to do,” Frieman tells Beet.TV in an interview at the annual Transformation conference of the American Association of Advertising Agencies. “And it’s really challenging to attract that kind of talent to come in house.”

For a very long time, talent flowed naturally into the marketing realm. “So maybe it was kind of like catching fish in a barrel,” Frieman observes.

One of the things that need updating is the ad industry’s history of long work hours. Agencies will need to be more flexible and, frankly, creative in their approach to tending its workforce. The goal, says Frieman, is to offer a “robust talent experience” consisting of mentorship and coaching to foster long-term growth and success.

“If we’re really clued into that and thinking about it very carefully, then we can create an incredible experience,” Frieman says. “It’s about how we look at the individual and create individual journeys.”

This requires agencies becoming more comfortable with the fact that technology enables people to do their jobs from anywhere. “We don’t have to lock them in a room to do it,” Frieman says.

As for employee diversity, a longstanding hot button in the ad industry, Frieman believes that the best creative products throughout history were derived from mixed cultures.

“It’s incumbent on us to create really diverse and inclusive environments if we want to create the best environment for high performing work. That’s how we get to the best creative product,” she says.

This video was recorded at the 4A’s Transformation conference in Miami. For additional interviews, please visit this page. Beet.TV’s coverage of the 4A’s was sponsored by The Trade Desk.

Extreme Reach’s Cloud-Based Solution Ensures Talent Rights Compliance Thu, 21 Apr 2016 02:22:52 +0000 [...]]]> MIAMI – Like many things in this age, talent rights compliance tracking has taken to the cloud to ensure that television commercials increasingly repurposed as video ads deliver payments to all people and entities involved in those ads.

Tagging commercials in order to track them is “a no brainer,” says Melinda McLaughlin, CMO of Extreme Reach, which is ramping up its offering to advertisers and agencies of it TRUST Tag (Talent and Rights Usage Safety Tracking) solution. It’s the signals from the tags that make sure everyone gets paid what they are due.

“The brilliance isn’t in the tag. It’s actually what that tag pings in real time,” McLaughlin says during a break at the annual Transformation conference of the American Association of Advertising Agencies. “It pings a cloud database that houses 90% of the complex talent rights.”

According to Extreme Reach, when commercial performers and content licensors sign contracts to appear in a TV commercial, the contracts may exclude authorization for Internet or mobile use. Yet many of those commercials still run online, which means actors and providers of voiceovers, music, imagery and other services might not be compensated.

McLaughlin was interviewed by Beet.TV as the advertising and talent industries were hammering out the last-minute details of the 2016 Commercials Contracts that SAG-AFTRA (Screen Actors Guild-American Federation of Television and Radio Artists) negotiates every three years. Running afoul of talent rights agreements not only deprives people of compensation, it poses a financial threat to companies whose products and services are featured in commercials.

“Marketers are saying ‘I will not have a $500,000 hit on my errors and omissions’ policy,” McLaughlin says.

This video was recorded at the 4A’s Transformation conference in Miami. For additional interviews, please visit this page. Beet.TV’s coverage of the 4A’s was sponsored by The Trade Desk.

4A’s Chief Nancy Hill Looks To Education Initiatives To Bolster Talent Tue, 19 Apr 2016 15:38:38 +0000 [...]]]> MIAMI – When it rains it pours, and the advertising world is not immune to being drenched with pressing issues, ranging from keeping its young talent not only diverse but also happy to regaining trust with its brand marketer clients.

And so it was as the industry’s dominant trade organization, the American Association of Advertising Agencies, gathered for its annual Transformation conference. Vexing subjects like transparency in agencies’ financial dealings with media vendors and combatting fraud in digital advertising would have been enough without the added headlines—generated on the eve of Transformation—of a discrimination lawsuit brought by a female senior-level communications executive against the venerable J. Walter Thompson agency.

In an interview with Beet.TV during the conference, 4A’s President and CEO Nancy Hill cites two new initiatives aimed at bolstering agencies on the personnel front, as human resources is increasingly pressed to step up its recruitment and retention game.

“HR has become much more of a strategic tool for agencies, because talent is such an important part of what we do,” Hill says. “That’s all we do is talent.”

Advertising and media agencies have been waging a thus-far losing battle with tech companies like Apple, Facebook and Google to recruit and retain young people, as The New York Times reports.

In response, the 4A’s has launched an online education certificate program in conjunction with its counterpart in the United Kingdom, the Institute of Practitioners in Advertising, for individuals with less than a year’s experience in advertising, marketing or communications. And it recently partnered with data company Quantcast to offer customized training 4A’s media agency members as part of Quantcast’s ongoing Real-Time Advertising (RTA) Academy program.

Looking out 12 months, Hill hopes the industry will have “made a crack in some of the diversity issues” and that “we have started to rebuild the trust between clients and agencies and that we’ve done it in a way that feels real.”

This video was recorded at the 4A’s Transformation conference in Miami. For additional interviews, please visit this page. Beet.TV’s coverage of the 4A’s was sponsored by The Trade Desk.

Bloomberg’s Bickford Sees TV Ads Held Back By Lack Of Data Tue, 19 Apr 2016 09:41:37 +0000 [...]]]> Bloomberg Media wants all its outposts to remain free. That’s going to require continued advertiser finance. So it’s no wonder the company is frustrated with the state of TV ad sales.

Bloomberg TV sales head David Bickford wants to teach the old dog of telly some new tricks – namely, the kind of measurement and analytics advertisers now get online.

“When you’re placing an ad on TV, you can buy an ad at a specific time and you get a spot schedule,” he tells Beet.TV in this video interview. “That doesn’t translate to digital.

“That is really holding everybody back.

“Until that’s solved, you’re never going to get to what some people refer to as the ‘holy grail’ – ‘I want to buy a spot ‘here’ and have it run at the exact same time any way it’s consumed’.”

Bickford blames lack of analytics and lack of ad insertion technology in the TV space. There are dozens of ad-tech vendors trying to approach the problem, but Bickford says technology isn’t ready for primetime, while addressable-TV platforms go against the aim of mass-reach TV.

We interviewed him as part of our series on the need for standards around premium video advertising.  The series was produced around the NAB Digital Summit in Las Vegas.  This series on Beet.TV is sponsored by the NAB.

NAB’s New Digital Group Must Fill Data Gaps: Cablevision’s Tatta Tue, 19 Apr 2016 09:39:57 +0000 [...]]]> On the eve of a special digital-only meeting at the National Association of Broadcasters’ (NAB) Show in Las Vegas, one cable operator has urged it to solve TV’s data problem.

The NAB is has tabled a Digital Summit, including assembling a board to tackle the issue – namely, how to standardize measurement and reporting mechanisms for quantifying viewership of TV across a burgeoning range of new platforms.

“What hasn’t happened is a standard method of viewing the data and articulating the data in a common way,” says Cablevision media sales head Ben Tatta, in this video interview with Beet.TV. “The first step is to fill in the holes of measurement.

“While sample-based methods might be sufficient in measuring the top 50 networks, we have several hundred channels on their dial. Typically that’s where the sample breaks down. (There is) a lot of viewing that just isn’t method.”

Cablevision introduced census-level audience data to its Total Audience ad suite three years ago, leading Tatta to conclude: “Sample-based methods aren’t sufficient enough in measuring viewing across the dial.”

That echoes a common concern across the industry, although the likes of Nielsen and comScore claim to be racing to account for cross-device viewership.

We interviewed him as part of our series on the need for standards around premium video advertising.  The series was produced around the NAB Digital Summit in Las Vegas.  This series on Beet.TV is sponsored by the NAB.

WideOrbit By The (Big) Numbers, And Outing ‘Fauxgrammatic’ Tue, 19 Apr 2016 09:38:16 +0000 [...]]]> MIAMI — It’s the behemoth media platform that has a hand in perhaps around 40% of US TV ad spending, if numbers are to be believed. So why do so few people talk about WideOrbit?

The San Francisco-based company offers a software platform that handles scheduling, billing, content management and invoicing for mostly local TV ads around the US. In this video interview with Beet.TV, WideOrbit CEO and founder Eric Mathewson talks about the company’s footprint:

  • “90% of TV station ad dollars in the US operate on our platform.”
  • That’s 3,300 stations.
  • They account for $30bn in ad spend, Mathewson says.
  • WideOrbit also has a third of US cable networks.
  • Plus, a third of radio stations.
  • And it now handles 120bn monthly digital impressions.

Buyers plug in to WideOrbit using systems including TubeMogul, TradeDesk, Wywy, iViewDigital plus 18 other signs providers, direct placements and agency trading desks.

But Mathewson is hot on programmatic authenticity. “We don’t use segmented inventory,” he says. “Most companies holding themselves out to be a programatic seller have only a segmented inventory, doing it where they’re more or less putting a technology front-end on a manual process.

“I call that fauxgrammatic, it’s a faux process, not a true programmatic process.”

Conversant’s Davis On Finding The Right Target For A Bikini Ad Tue, 19 Apr 2016 09:37:29 +0000 [...]]]> Matching advertising creative to real people—to the tune of about one trillion algorithmic decisions each day—is the best way to decide not to advertise snow jackets to someone who is vacationing in the South.

By the same token, you might assume it’s not wise to advertise a bikini online to a woman who is shopping in Seattle. And that could be wrong.

“If we know she’s been traveling or staying at particular hotels, and that she wants to have the messaging, she will receive the right message” about the bikini, says Michael Davis, Head of Creative for Conversant Media, which helps more than 4,000 brands “reach real people.” Beet.TV interviewed Davis during a break at the annual Transformation conference of the American Association of Advertising Agencies.

Davis describes as “cliché” the popular industry mantra of digital advertising delivering the right message at the right time. “That’s 10 years ago. Now we’re delivering media and advertising only to people who are interested in it based on that data we collect,” he says.

Conversant possesses some 150 million consumer identities that have been scrubbed of personal identification. Its algorithms can parse data so that three creative campaigns for a particular brand morph into seven different looks accompanied by 30 to 50 different headlines, as MediaPost reports.

“For us, the match of the creative to a real person is the holy grail for what we do,” Davis says.

This video was recorded at the 4A’s Transformation conference in Miami. For additional interviews, please visit this page. Beet.TV’s coverage of the 4A’s was sponsored by The Trade Desk.

‘Ad Blocking Is Good For Us’: How the Washington Post Wrestles With Choice Mon, 18 Apr 2016 00:58:13 +0000 [...]]]> MIAMI — The Washington Post says it is trying hard to show ads that don’t suck – it’s other people’s ads that are the problem.

WaPo made headlines late last year, when, like some other publishers, it began serving a range of responses to users running ad blocking software – from email captures to subscription invitations.

“At some point, you do have to pay for the content – either with ads or a subscriber model, or not being able to access the content,” The Washington Post’s senior director of product strategy and operations, Jeff Burkett, tells Beet.TV in this video interview. “Luckily, we are producing the kind of content people are willing to pay for.”

Ad blocking indicators vary by research house. One recent stat shows 27% of Italians use the software, for instance. The practice has received a boost from Apple’s support for web content blocker add-ons in iOS 9.

For Burkett, the rise and rise of ad blocking is a symptom of a clear cause – bad ads.

“Ad blocking is, in some ways, very good for us in the publishing space,” he says. “While we may lose some revenue … Consumers are using ad blockers to communicate back to us ‘this is not the right experience for us’. We finally are all waking up to this fact.”

So WaPo has been working on delivering pages where the “ads and content fit together”, where “the ads aren’t repulsive”, Burkett adds: “While we may have a fantastic ad experience on the Post, all it takes is of someone to go to another site that’s terrible and they decide to install an ad blocker.”

A quick survey of Twitter users’ views shows ongoing frustration, however…


This video was recorded at the 4A’s Transformation conference in Miami. For additional interviews, please visit this page. Beet.TV’s coverage of the 4A’s was sponsored by The Trade Desk.