Beet.TV http://www.beet.tv The root to the media revolution Thu, 11 Feb 2016 02:40:51 +0000 en-US hourly 1 https://wordpress.org/?v=4.4.2 Programmatic 2.0 Is Here: Group M’s Kowan http://www.beet.tv/2016/02/br16groupmkowan.html Thu, 11 Feb 2016 02:39:26 +0000 http://www.beet.tv/?p=37575 VIEQUES, PR — So-called programmatic techniques for trading online ads burst on the scene quickly, and is now forecast to make up 72% of total digital display ad spend by 2017, according to eMarketer.

Group M’s North America programmatic buying president Joe Kowan says that rush wasn’t quite all it was cracked up to be, disagreeing with definitions that suggest programmatic is about “end-to-end automation” and saying humans still have a big role.

But now Kowan is observing the rise of a much more developed programmatic ecosystem he called “programmatic 2.0”:

  • “(In) programmatic 1.0, there was this requisite sacrifice the marketer had to make for the sake of efficiency. In the 2.0 world, the pendulum has swung back toward efficacy.”
  • “You’re seeing accountability controls come in to the marketplace, it’s becoming more mature.”
  • “There was a complete reliance on a sole publishers’ technology stack to operate. In this 2.0 world that we’re in, we’ve pioneered the meta-DSP approach, so we can operate in multiple technology stacks.”

This video was produced at the Beet.TV executive retreat presented by Videology.  You can find more videos from the session here.

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Mobile Consumers Want Quick, Visual Content: Facebook’s Dugan http://www.beet.tv/2016/02/br16facebookduggan.html Thu, 11 Feb 2016 02:35:31 +0000 http://www.beet.tv/?p=37572 VIEQUES, PR — Just three years ago, only 20% of Facebook’s business came from mobile platforms. Last Q4, that was 80%.

That’s testament to the changes Facebook is having to make to ensure it continues connecting with audiences. But the same goes for advertisers who use the network, according to Facebook global agency lead Dave Dugan.

“Advertisers who can communicate with consumers on those terms are more inclined to do better than those that don’t,” he tells Beet.TV in this video interview:

  • “People are using much more photos in content, a lot of emojis and stickers. (In) an … Instagram comment, on average, 40% now use at least one emoji.”
  • “An average, a Facebook user is consuming content 50% faster than on desktop. That’s even faster for younger audiences.
  • “We really need to make advertisers how to engage with consumers in video content. The first three seconds are extremely important to engage a user. Forty-five percent of those will go all the way to 30 seconds.”

Dugan was summarizing research Facebook and Twitter published through AdAge on the topic of mobile consumption this month.

This video was produced at the Beet.TV executive retreat presented by Videology.  You can find more videos from the session here.

 

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OpenX By The Numbers: Profit Up 3x In Two Years http://www.beet.tv/2016/02/openxopenxcadogan.html Wed, 10 Feb 2016 10:58:16 +0000 http://www.beet.tv/?p=37569 Eight years after launching as an ad-tech platform for publishers, OpenX is growing its business at a tear.

“Our net revenue (was) $140m in 2015, which is up 40% year-on-year,” OpenX CEO Tim Cadogan tells Beet.TV in this video interview.

“(In) 2014 and 2015, we doubled the size of the company from a a revenue point of view and tripled profit.”

Further details of OpenX’s financials can be found here. The company has around 1,000 publishers on the books, signing around 250 last year.

The outfit creates programmatic marketplaces, aiming to help advertisers to sell impressions by attracting competing buyers.

“We have always been interested in driving competition to drive revenue for publishers,” Cadogan says. “(Our) success derives from our customer success. We benefit if we drive more revenue for our publishers. It’s a simple business model.”

 

This interview is part of Programmatic in 2016, a series presented by OpenX

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Header Bidding Rears Its Head With Yield And Cost: OpenX’s Saifee http://www.beet.tv/2016/02/openxopenxsaifee.html Tue, 09 Feb 2016 01:13:47 +0000 http://www.beet.tv/?p=37555 PALM SPRING — Look out; there’s a new piece of ad-tech lingo on the block. So-called “header bidding” has emerged as “one of the primary drivers of growth in programmatic for publishers over the last year”, according to OpenX monetization VP Qasim Saifee.

So what is it? Digiday’s “WTF?” series explains:

“Header bidding, also known as advance bidding or pre-bidding, is an advanced programmatic technique wherein publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers (mostly DoubleClick for Publishers). The idea is that by letting multiple demand sources bid on the same inventory at the same time, publishers increase their yield and make more money.”

What’s the real benefit? “The key value for publishers is that it increases yield,” Saifee says, citing a 300% increase in adoption of OpenX’s header bidding solution in the last three years.

“We believe in as much demand competing for publishers’ inventory as possible,” Saifee says. “We’re injecting the value that our (advertiser) demand has for each individual impression in to the publisher’s ad stack, and allowing that to compete with any other demand that the publisher has.”

This week, AdExchanger reported: “Celebrity news publisher APlus dived into header bidding last year. Its first few partners increased yield by 70% combined, and each one after that created an additional 10% to 20% boost.” And already header bidding is being joined by a new technology, “the addition of a wrapper that organizes buyers as they enter the ad server”.

But Saifee warns: “There are some costs. The biggest one is the technical cost of implementing this. It’s important you think about how well this technology will work with your page.”

 

We conducted this interview last month at the IAB Annual Leadership Meeting.

This interview is part of Programmatic in 2016, a series presented by OpenX

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Nielsen Onboarding TAM As Measurement Wars Heat Up http://www.beet.tv/2016/02/iabnielsenwong.html Fri, 05 Feb 2016 11:02:40 +0000 http://www.beet.tv/?p=37552 PALM SPRINGS – After comScore’s merger with Rentrak to combine multi-platform media measurement, it’s over to you, Nielsen.

Ad agency Group M chairman Irwin Gotlieb last year told Beet.TV media measurement is broken because measurers are using the wrong yardstick in the multi-screen era.

So last year Nielsen launched Total Audience Measurement, a way to apply its Total Content Ratings to viewing across all screens.

Nielsen product leadership SVP David Wong tells Beet.TV that, after a couple of quarters, the system is now “in an onboarding phase” – seeking customers to come aboard, reporting that viewing.

“Over the next few months, the platforms will light up,” Wong says.

“Video is where all the growth is going to come in the future,” he adds. “That’s where Nielsen is focusing all our efforts to solve … complete, total audience video measurement – measuring video regardless of how it’s distributed, how it’s consumed, how it’s monetized, and to be able to do this in a consistent way with a comparable methodology across all these platforms.

“We have measurement for everything that shows up on the TV glass… all DVR viewing, VOD viewing, even over-the-top platforms… the problem we’re solving right now is, how do we bring in the digital part from computer and mobile devices?”

We conducted this interview last month at the IAB Annual Leadership Meeting.

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Deloitte Gets In To TV Tech Tools Game: Ledger http://www.beet.tv/2016/02/cesdeloitteledge.html Thu, 04 Feb 2016 12:34:24 +0000 http://www.beet.tv/?p=37558 LAS VEGAS — These days, it seems it is no longer enough for a consulting firm to just offering consulting advice – you have to back it up with implementation, too.

That’s what Deloitte is doing by partnering with three software providers to wrap up their offerings as one of its own, the so-called MarketMix for Media.

The company says the suite is an “over-the-top (OTT) platform to help Media and Entertainment (M&E) companies launch, monetize, and manage direct-to-consumer (DTC) content offerings”. Launched at the recent Consumer Electronics Show, it is comprised by three prongs:

  1. Adobe Marketing Cloud, for managing advertising.
  2. Zuora, for testing and managing pricepoints and subscriber relationships.
  3. Salesforce, to handle customer CRM.

So why is Deloitte getting in the game? Deloitte Digital principal Danny Ledge tells Beet.TV: “We looked at this as a two-stage shift in viewing behaviors:

  1. “Millennial buyers are no longer spending the majority of their time viewing content on traditional TVs. That time’s shifting away to non-traditional platforms.”
  2. “The decline in subscription households in dollars for MVPDs, TV operators, cable operators. That’s starting to really make a big dent on the impact of those businesses.”

Announcing its involvement, Adobe said: “The TV market has shifted. The growing adoption of OTT services among consumers has created an opportunity for media companies to develop a direct relationship with their audience instead of relying on distributors.

“This often involves a complete digital transformation that includes running new business operations, deploying new technology, and managing new engagement models.”

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Programmatic Ad Rates Will Be Higher Than Direct: Meredith’s Schenck http://www.beet.tv/2016/02/meredithschenck.html Thu, 04 Feb 2016 12:01:08 +0000 http://www.beet.tv/?p=37506 When programmatic ad trading entered the marketplace in the form of real-time buying from open online ad networks, many publishers feared it would devalue their inventory.

But, slowly, publishers have begun to exert controls to keep pricing higher than that. Now rates could rise higher again, one exec says.

“Publishers put their inventory in too quickly and didn’t manage that inventory – we started off in a low-rate environment,” programmatic VP Meredith Chip Schenck tells Beet.TV in this video interview. “That stigma has stuck.”

Since then, so-called private programmatic marketplaces, which ringfence inventory sources in to premium clusters, have done much to ease publishers’ concerns.

“There should not be a rate difference,” Schenck says. “We foresee a time when programmatic premium buying should actually be more expensive than standard direct buying for run-of-network or run-of-site media.”

Meredith is now making more revenue from premium programmatic than from open programmatic, and Schenck thinks there are more potential ways than even private marketplaces in which publishers can wring premium value from programmatic trading.

This video part of a series about the state of programmatic advertising sponsored by OpenX.  Please find other videos from the series here.

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One Screen Good, All Screens Better: Bloomberg’s Caine http://www.beet.tv/2016/02/bloombergcaine.html Wed, 03 Feb 2016 11:31:27 +0000 http://www.beet.tv/?p=37501 PALM SPRINGS — Bloomberg appears to have been undergoing a renaissance lately, with a line-up of strong products and a solid identity running across its many media outposts.

In the latest new advertising tie-up, Bloomberg Media has sold a sponsorship for the green room, during its new Bloomberg Go morning TV show, to Hewlett Packard Enterprises.

Variety reports: “The network joins some of its rivals in TV’s frenetic morning-news scrum in letting advertisers gain a seat, of sorts, at their news desk.”

How does Bloomberg sell ads across not just TV, but multiple screens? “This is all about innovation, more so than even disruption,” chief revenue officer and client partnership officer Paul Caine tells Beet.TV in this video interview.

“We’re in this state right now where consumers are continuing to adopt our platforms, continuing to engage with our premium content.

“There are many issues that have faced this industry – but we’re at this inflection point where it is all about how to best connect with our customers.”

We interviewed him last month at the IAB annual leadership meeting.

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Hearst Reaches Maturity With Programmatic: Parker http://www.beet.tv/2016/02/hearstparker.html Tue, 02 Feb 2016 23:07:23 +0000 http://www.beet.tv/?p=37504 Time was, newspaper folk sneered with apprehension at the rise of programmatic methods of digital ad trading, fearing automation in real-time open markets would devalue their ad inventory.

But times have changed, and those publishers which have dipped their toe in the water are finding growing returns on their terms.

“Programmatic is now a transactional channel that is just as viable as the traditional IO, direct channels,” Hearst digital revenue and analytics VP Susan Parker tells Beet.TV in this video interview. “We are moving more in to high-impact branded inventory – it’s no longer the back-fill.”

Parker acknowledges the newspaper business is somewhat “traditional”. She says she has an “educational” role to explain that programmatic technology “is not marginalising our direct sales”, telling newsprint execs: “Stop thinking about it as a channel and more as a technology.”

Despite operating papers around the US, Hearst has centralized its programmatic operations in New York to cater to national audience scale.

And Parker says she has tested an array of technologies: “We did not want to be locked in to any particular partner or platform. The market’s changing too fast. With the incredible diversity in ad-tech platforms, there’s no way to say we’re just going to do one thing; we’d be missing out on too many things.”

This video part of a series about the state of programmatic advertising sponsored by OpenX.  Please find other videos from the series here.

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As Merger Closes, Rentrak & comScore Push ‘New Model’ For Media Measurement http://www.beet.tv/2016/02/rentraklivekcomscore.html Tue, 02 Feb 2016 01:28:27 +0000 http://www.beet.tv/?p=37497 PALM SPRINGS — The merger of media measurement houses comScore and Rentrak just completed, heralding what the pair say is a new era in consumer tracking for brands and publishers.

According to comScore, the new entity can now see

  • 260 million desktop screens
  • 160 million mobile phone screens
  • 95 million tablet screens
  • 40 million television screens
  • 120 million video-on-demand screens
  • 40,000 movie theater screens

Brands are pushing for holistic media measurement to take account of multi-modal consumer viewing in the digital age. Whilst comScore’s heritage is in online measurement, Rentrak majors in set-top box and movie measurement.

Rentrak CEO Bill Livek tells Beet.TV, in this video interview: “We’re creating nothing short of a new model for the dynamic, cross-platform consumer.

“Cross-platform measurement is just in its infancy. But … when you add all the over-the-top digital platforms, there are a lot more consumers watching great TV shows. That’s great for the brand owners – they can use time and device as targets like never before.”

In the merger statement, Livek says: “The media industry can no longer be measured with samples in the thousands of households or individuals. The solutions our customers need must be based on unifying and making actionable massive amounts of information they can use as both a currency and to better manage their businesses.”

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