Beet.TV The root to the media revolution Fri, 09 Oct 2015 13:19:50 +0000 en-US hourly 1 How Addressability Will Change TV Ads: 4C’s Neuhauser Fri, 09 Oct 2015 09:52:35 +0000 So-called “addressable TV’, the ability to deliver personalized TV ads to individual households, is set to revolutionize the business – if only it can get off the ground in earnest.

“There’s a lot of talk about addressable TV. The market is trying to look for what is real,” comments digital ad group 4C Insights‘ CEO Lance Neuhauser, whose company offers social media insight in to the buying of TV ads.

“We finally now have the infrastructure and the data available to actually deliver on the promise of addressable TV – one ad going to a specific household.

“That brings about a whole new series of questions – ‘Who should I be putting my message in front of and why?’ ‘How can I measure whether that ad was effective?’ We plan to play aggressively in the delivery portion of this.”

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.



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Ad Tech Has Made Life Harder And More Expensive: Furious’ Swartz Fri, 09 Oct 2015 09:50:53 +0000 COLOGNE — The sea of advertising technology platforms in which the industry is which the industry is currently swimming is threatening to overwhelm. Whilst each platform promises to make life better and easier, the reality may be the opposite.

“There is a proliferation of ad technology – it’s only made the business of video harder.,” according to Furious Corp CEO Ashley C. Swartz. “That pricing and packaging exercise, planning across all those platforms, is incredibly difficult.”

It’s not just that ad tech makes things more difficult, at the same time as it brings efficiencies – it can also be costlier, even.

“The cost of servicing a digital business is maybe a 5X to traditional media,” Swartz says. “Programmatic is 10X, because the talent is more expensive, it’s shorter supply. The more technology we keep layering on, the more stacks we keep adding, the lives of media companies … is only getting harder.”

Swartz Furious Corp is a software vendor that aims to be the “connective tissue” to a range of technologies, ensuring advertisers can buy ads across screens and platforms without resorting to using Excel. It is gearing up to announce its first customers including a US broadcaster and a Latin American firm.

This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.

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Video Is An Antidote To Mobile Ad Blocking: Mediaocean CEO Fri, 09 Oct 2015 09:35:18 +0000 Advertisers these days seem worried about a litany of technologies with which bad industry actors and consumers alike can bypass advertising. The latest is ad blocking, which Apple’s iOS 9 now supports on mobile web.

But that threat to mobile could benefit another media, one ad tech exec reckons.

“It is incredible. Things like ad blocking, view ability and fraud – it feels like there’s going to be a step back, as it relates to digital display in mobile,” according to Mediaocean CEO Bill Wise.

“At the same time, video is exploding – there’s not enough good display for video. Those markets that look and feel more like TV will inherently benefit, because it’s not just around the direct response dollar, it’s around the brand dollars.”

Mediaocean’s Recent Sale 

Mediaocean sold a majority stake to Vista this summer which valued the company at $720 million. Wise says the sale to Vista is all about finding a partner to accelerate growth.

“We’re going to get very aggressive in terms of acquisitions, we’re going to get very aggressive in terms of developing new products and overall market development, we’re going to hire a bunch of people as well,” he adds.

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Clients Want Mix Of Programmatic Tools: Tremor Video’s Bill Day Fri, 09 Oct 2015 09:11:04 +0000 Programmatic advertising is booming, as more ad buyers and sellers switch on to technology that automates, targets and better controls the trading of online inventory.

So far, the tech has revolutionized web ads, next up is video.

“Programmatic has been huge in display, programmatic is a bit different in video,” according to video ad tech vendor Tremor Video’s CEO Bill Day. “There’s more of a balance between the buyer and seller.”

Whilst programmatic grew up in display ads with so-called “real-time bidding”, technology that automates the buying of ads in open networks, in the video world so-called “private marketplaces” are helping both sides constrain and control what they do with each other. But that’s not the rule, Day says.

“Ever”y client will want to leverage multiple toolsets to achieve that campaign,” he says. That’s always been the case on the buy side. The feeling has been that video publishers want private marketplaces.

“We’ve been surprised by the breadth of demand even from bigger-name players for open RTB solutions as well, as part of the mix.”

Day says Tremor will wind up helping clients in over-the-top TV video, VOD and linear TV advertising.

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Programmatic Is Changing The Media Landscape: TubeMogul’s Reid Thu, 08 Oct 2015 11:44:50 +0000 COLOGNE — So-called “programmatic” technologies for automating, planning, targeting and executing online advertising buys have revolutionised the online display ad sector – now they are making in-roads in to video.

“Programmatic is changing the media landscape,” according to video ad tech platform vendor TubeMogul’s managing director Nick Reid, in this video interview with Beet.TV.

“IHS predicts €2 billion spend in European video by 2020,” Reid added, citing an IHS study, released last week, to quantify the European programmatic video advertising sector for platform vendor SpotX.

Reid says TubeMogul’s focus is on helping advertisers plan video-based advertising in a world in which devices and consumer attention have fragmented.


This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel.  For more videos from the series, please visit this page.

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Customer Experience Comes Before Ad Monetization For Belgium’s Proximus Thu, 08 Oct 2015 11:44:10 +0000 COLOGNE — Many operators out there are busy launching initiatives to super-target digital TV viewers. But, when you’re a telco with paying subscribers, you’d better be sure you don’t do anything that annoys your paying customers, says a Belgian quad-play provider.

“As a telco, we see our users not only as an audience, we see them foremost as customers,” according to Koen Delvaux, the consumer innovation head of Proximus, an operator serving both Belgium’s French- and Dutch-speaking regions.

When we look at what targeted advertising can do for TV, we not only look at how we can earn money with it, but we also look at how is it going to make a better experience for the customer. Will it be a better advertising, a type of advertising they like? Will they be able to choose their own advertising, or the mix between advertising and content?”

To that end, Proximus is piloting use of ad tech software platform FreeWheel to deliver its video ads for clients.

“We have approached a number of media partners to see what scenarios they want to test with regard to targeted advertising,” Delvaux adds. “Some of these scenarios will be online, some will be on set-top box, some in linear TV, some in delayed viewing.


This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel.  For more videos from the series, please visit this page.

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Belgium’s Medialaan Gears Up For Dynamic Ad Insertion Thu, 08 Oct 2015 11:43:43 +0000 COLOGNE — Medialaan, the commercial media operator serving the Flemish-speaking Flanders region of Belgium, began making full shows available online last year. Now it is gearing up to better-monetize its full-show assets with online advertising.

“It’s been better than we expected,” Medialaan digital head Olivier van Zeebroeck tells Beet.TV in this video interview. “After one year, without advertising around it, we already have more than 500,000 subscriptions. We reach one third of youngsters between 12 and 24 years old who have an account already where they give their data.”

But van Zeebroeck is not resting on his laurels.

“It’s a big step forward. But now the challenge we have is to build a better long-form product,” he says.

“In November, we will launch StevieFree, which is an over-the-top platform, where we will offer the five channels free with dynamic ad insertions, also live, which is a big challenge to manage.”


This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel.  For more videos from the series, please visit this page.

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Biggest Ad Challenge Is ‘Invalid Traffic’: comScore’s Trigg Thu, 08 Oct 2015 10:45:34 +0000 COLOGNE — As an acronym, it doesn’t seem to make any sense. But “IVT” (that’s “invalid traffic”) is now the new industry jargon for what had been called “non-human traffic”, the scourge of online ads being triggered to defraud advertisers using fake views.

The Media Ratings Council this summer put together guidelines for tackling the problem, which comScore advertising effectiveness VP Duncan Trigg says is a big deal.

“It might be bot traffic, it might be domain hijacking, it might be impression stacking,” he tells Beet.TV in this video interview. “It is a multi-billion-dollar white-collar-crime issue. It affects every platform, every device and every market. It’s the biggest thing that makes a difference to campaign effectiveness.”

Efforts are, of course, underway to tackle ad fraud. But Trigg warns: “The biggest  issue affecting the market right now is how brand safety, viewability and fraud detection are effectively becoming conjoined. The ability to separate them out with point vendors is dwindling massively because of the fraudulent activity that’s happening out in the marketplace.

“If you’re not taking out the most sophisticated tracking and blocking of non-human traffic before you calculate view ability rates, you’re going to get a misleading view ability rate – usually higher.”


This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel.   For more videos from the series, please visit this page.

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Sky Aims To Capitalize On German Online Soccer Demand: Meininger Thu, 08 Oct 2015 10:44:59 +0000 COLOGNE — Soccer is big in Germany – and that means soccer is watched a lot, not just on traditional TV but also on new online TV services. That’s what the satellite and telco operator Sky Deutschland is discovering in its multi-platform online viewing service brand, Sky Go.

“If you look at the Bundesliga, for example, we already have 15% of the total viewing on Sky Go, and about 20% of the total viewing of the Champion’s League on Sky Go,” according to Peter Meininger, the head of projects and digital products for the company’s Sky Media ad sales division.

That popularity is fuelling upcoming monetisation efforts that will deploy new ad technology.

“As we have these huge peaks in live football, the next project we are working on is dynamic ad insertion,” Meininger tells Beet.TV in this video interview. “We want to replace the linear ad blocks from TV and fill them with digital video ads.”

Sky in Germany just took on FreeWheel as its ad server software.

Whilst, in the UK, Sky has already launched the ability for advertisers to buy household-targeted ads on live TV in the living room, under the Sky AdSmart service, its German counterpart is farther behind.

“In two or three years’ time, we want to be there, too, offering addressable TV in Germany. Sky UK is further down the road than we are,” Meininger says. “The market is more mature in the UK.”


This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel.   For more videos from the series, please visit this page.

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Greenberg’s GABBCON Aims To Demystify Programmatic TV Wed, 07 Oct 2015 15:46:17 +0000 COLOGNE — This summer, Gabe Greenberg left his post as general manager of advanced and programmatic television at The Trade Desk to launch a conference about programmatic TV advertising.

Dubbed GABBCON (the Global Audience Based Buying Conference), the new LA-based enterprise is more than an event; Greenberg is also hoping to harmonize some of the many different interpretations about what, exactly, programmatic TV is.

“There’s an absolute lack of standards and common definitions in terms of the space,” he tells Beet.TV in this video interview. “Many of the words like “programmatic TV” that get a lot of word count in the press – five people will give you seven definitions for that term.

“We’ve worked with our partners to develop a group of standards and common definitions with that includes DataXu, TubeMogul, SpotX, OpenX, TiVo Research, Hulu, Yahoo, just to name a few.

“The goal is to work on common terms to avoid the confusion that the market currently enjoys.”

Next up, beyond just terminology, GABBCON is planning to develop some common technical standards for the space. Welcome to the fray!

GABBCON is hosting an industry event on the topic in Los Angeles on November 3.


This video is part of the series Programmatic Video at a Turning Point, presented by SpotX. You can find additional videos from the series here.  

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