Beet.TV The root to the media revolution 2016-05-05T17:07:16Z http://www.beet.tv/feed/atom WordPress Steve Ellwanger <![CDATA[Bank Of America Seeks More Scale, Granularity From Addressable TV]]> http://www.beet.tv/?p=39029 2016-05-04T21:08:23Z 2016-05-04T21:08:23Z [...]]]> Having successfully tested addressable television advertising for its MerrillEdge investment platform, like other marketers Bank of America longs for greater scale and more variability in being able to serve the most appropriate creative messaging.

One challenge for BOA—which offers nine core products—is that the current footprint of addressable TV households is small. MerrillEdge is one example.

“We were only able to find about 25% of the households in our target through addressability,” Lou Paskalis, SVP of Enterprise Media at BOA, says in an interview with Beet.TV. Nonetheless, “We had really great success with that.”

He believes that increased scale will happen shortly, at which point pricing will come to the fore.

“The question is will marketers be willing to pay a premium per household versus a CPM buy when you buy the entire footprint,” Paskalis says. “I think we need to be ready to do that so that the vendors are willing to make the investments necessary to give us the ability to target every household in America differently on TV.”

Another challenge is getting permission to use first-party customer data for marketing purposes, something that is shared by data vendors. “I think the vendors who understand it’s truly a partnership and it’s an opportunity to create better are going to succeed, and I think the ones that fail are the ones operating with a walled garden mindset,” Paskalis says.

Along with the ability to target specific households based on their characteristics comes the need for ever more iterations of creative messaging. “We will need more creative variability than the industry has today in order to take advantage of the signal sets that we have,” Paskalis says. “Traditional methods won’t get us there. Technology has to play a part in that solution.”

Paskalis’ wish list includes TV providers to be able to get “even more granular about what kind of data they can provide on the households they service,” plus things like frequency caps against households—also in a more granular way.

“We want to make sure that while we’re targeting the right household and doing it in a way that adds value and creates a better experience,” Paskalis says. “I think right now most vendors are still figuring out the plumbing.”

Beet.TV interviewed Paskalis as part of our series on addressable and the new world of television advertising. This series on Beet.TV is sponsored by AT&T AdWorks.

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Steve Ellwanger <![CDATA[ConAgra On Addressable TV: Driven By People, Not Media]]> http://www.beet.tv/?p=39026 2016-05-04T18:39:02Z 2016-05-04T14:52:57Z [...]]]> NAPERVILLE, IL – Having used addressable television advertising for almost three years to better target certain consumers, ConAgra has established deeper relationships with addressable households because they are driven by people, not media.

According to Fernando Arriola, the consumer packaged-goods marketer’s VP of Marketing, who Beet.TV interviewed at the company’s headquarters, addressable TV is a big departure from the traditional way of buying media by networks. Traditionally, ConAgra might have advertised on Food Network, USA Network and Turner but might not have bought ESPN or History. With addressable ads, if a targeted household “happens to be watching ESPN and History and we’ve triggered an addressable buy there, then we can expose them whereas we might not have exposed them otherwise,” Arriola says.

ConAgra’s strategy for using addressable varies by brand and objectives, as does its choice of programming. “Sometimes it’s more contextual, if we want to go into a certain environment,” Arriola explains. “Sometimes the environment isn’t as big of a deal as the aperture of the people we’re going after.”

ConAgra predominantly uses addressable inventory to promote brands that are more heavily skewed to certain parts of the country or have a lower household penetration, Advertising Age reports.

With a still-evolving solution like addressable, Arriola isn’t focused solely on cost.

“When things are new, like addressable TV, we don’t tend to focus on pricing as much as kind of how the system works and what the results are,” Arriola says. “I’m not saying it gets a complete hall pass. But pricing isn’t the key driver. It’s one of the considerations going in.”

Overall, ConAgra has found that it has more potential advertising exposure opportunities on any given night because it’s not buying TV on a network-to-network basis. Instead, it’s targeting particular households regardless of what the people inside are watching.

“Our ongoing relationship is a little bit deeper in the households with addressable just because the addressable household is driven more by the people not as much by the media,” says Arriola.

Beet.TV interviewed Arriola as part of our series on addressable and the new world of television advertising. This series on Beet.TV is sponsored by AT&T AdWorks.

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Steve Ellwanger <![CDATA[Digitization Of TV ‘Not For The Faint Of Heart”: FTI’s Hanlon]]> http://www.beet.tv/?p=38992 2016-05-03T22:41:19Z 2016-05-03T22:41:19Z [...]]]> LAS VEGAS – While witnessing the digitization of television is “not for the faint of heart,” near-term agreement on multiple viewer measurement currencies is a step in the right direction for the digital and TV camps, says consultant Tim Hanlon.

Hanlon, who is Managing Director of FTI Consulting, brings to the playing field decades of journalism (CBS) and major advertising and media agencies like Starcom MediaVest Group. He likens consumers’ desire for more flexibility in how they are able to consume video content to when the government unplugged AT&T with a consent decree in the 1980’s.

“I think the FCC is just recognizing that the cable industry, the network operator industry broadly, has had a chokehold on that distribution point,” Hanlon says of cable boxes. “When the telephone used to come from AT&T you had three flavors and it came from AT&T corporate.”

The consent decree gave people a larger choice of phones to access the AT&T network. “The inevitability is that consumers want choice, but the cable industry has been pretty adamant about sort of locking that experience up,” Hanlon says.

Hanlon’s “not for the faint of heart” characterization of the digitation of TV derives from his knowledge of both sides of the fence.

“Both sides are not used to each other. TV people look at the digitization of things as a march toward commoditization. The digital people look at TV as just the last but biggest prize in the digitization everything where audiences and targeted audiences can be found and marketed and advertised to,” Hanlon says.

He believes the middle ground consists of the digital and TV sectors agreeing on viewer measurement commonality that speaks to the brand and reach aspects of television as well as the granularity of targeting of digital audiences. He is also a proponent of having more than one ratings currency.

“I believe a lot of marketers, advertisers and agencies are starting to mix their own sort of proprietary blends of what they want out of media,” Hanlon says. “It’s high time that the programmers meet them in the middle and start to collaborate on how those data sources can co-mingle and maybe create alternate currencies to what the value of the advertising might look like.”

Beet.TV interviewed Hanlon 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.

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Steve Ellwanger <![CDATA[Single Insertion Order Is Operative’s Vision For Convergence]]> http://www.beet.tv/?p=39018 2016-05-05T17:07:16Z 2016-05-03T22:38:13Z [...]]]> LAS VEGAS – At the end of the road to television convergence—beyond advertising stacks, ad pricing and viewing metrics across devices—lays a single insertion order. So easy to imagine but so very elusive in the here and now, in the view of Lorne Brown, who was chosen this month to head the new Digital Committee of the NAB Show.

The goal is to be able buy a single ad campaign across multiple devices, according to Brown, who is the President, CEO and Founder of software services provider Operative. Among the stumbling blocks are ad inventory pricing issues and ad delivery mechanisms.

“For the programmers and MVPD’s and local media sellers, convergence is a tall order,” Brown says. “What you’re really talking about is selling either a single CPM across a show that spans multiple devices, or packaging your products regardless of the screens that they come from or the ad stack to support those different products.”

Hence the ongoing efforts to stitch together the key components of a linear ad stack and a digital ad stack, and in some cases “a third stack which might emerge around addressable,” Brown says.

Once cross-device ad sales are accomplished, there needs to be more simplification and flexibility on the back end. “So I’m going to sell you a single audience, for example, and that’s going to run across screens,” Brown theorizes. “Maybe I’ll deliver that on the back end where if I’m running behind in digital maybe I’ll point some of that towards VOD, or OTT, or linear and deliver a lot of that with fluidity.”

As it works toward integrating with more linear ad stacks this year, Operative believes the focus should be on the sales side, i.e. how to make it easy for a media seller to bring a unified proposal to market.

“Allow them to put a single piece of paper on the table and say ‘these are all the things that I can do for you,’” Brown says.

Beet.TV interviewed Brown 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.

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Steve Ellwanger <![CDATA[NAB’s PILOT Guides Broadcasters To Next Generation Of TV Standards]]> http://www.beet.tv/?p=38975 2016-05-03T00:33:37Z 2016-05-03T00:32:25Z [...]]]> LAS VEGAS – As matchmakers go, few are busier than the PILOT group within the National Association of Broadcasters (NAB), as the trade organization continues to help develop standards that enable local television broadcasters to keep pace with technology and viewing habits.

To PILOT Executive Director John Clark, the concept of what a local broadcaster is far ahead of what a lot of people perceive it to be: just an over-the-air signal. “I like to tell people you can think of a broadcaster being a signal, but you have millions of signals, whether they be on a mobile device, social media, web or whatever,” Clark says.

Among the initiatives keeping PILOT busy is ATSC 3.0, the next generation broadcast standard from the Advanced Television Systems Committee. When the industry switched from analog to digital, the standard was ATSC 1.0. Now the movement is gaining ground with a petition to the Federal Communications Commission that would allow the industry to roll out ATSC 3.0 voluntarily.

“Our job is to pull together lots of different people, lots of different perspectives, lots of different companies and organizations who share the same passion to push forward that technology,” Clark says. “We’re not necessarily making the business deals per se but help play a matchmaker to some degree.”

As TVNewsCheck reports, FCC Chairman Tom Wheeler congratulated broadcasters for ATSC 3.0 while attending the 2016 NAB Show.

Beet.TV interviewed Clark 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.

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Steve Ellwanger <![CDATA[Everyone Wants A Stake In Over-The-Top Viewing: Brightcove]]> http://www.beet.tv/?p=38998 2016-05-04T18:39:27Z 2016-05-03T00:25:59Z [...]]]> LAS VEGAS – Virtual reality and 360-degree videos might be the sexy new things, but Brightcove is happy to keep pace with the needs of over-the-top (OTT) streaming video services—some three dozen of which launched in the last year.

Brightcove used the occasion of the 2016 NAB Show to showcase its cloud transcoding for Ultra High-Definition (UHD) video through Zencoder and its new turnkey OTT offering. Staying ahead of consumer whims evokes barnyard comparisons for Mike Green, VP of Marketing & Business Development for the video cloud services provider.

“What’s interesting there is increasingly everyone’s buying TV’s that are 4K ready,” says Green. “It’s kind of the chicken and egg game about like is the full ecosystem there for 4K or any new solution to take off. We don’t want to be the laggard.”

On ever-fancier TV screens, the high dynamic range as a component of UHD is the part that people find most interesting, particularly deeper and darker shades of blacks, according to Green. This requires flexibility when it comes to methods of exacting the required compression, including HEVC and VP9 video codecs, which are supported by Brightcove’s new UHD features.

Despite the hoopla over virtual reality and 360-degree video, Green says lots of customers just want to become OTT-proficient. Its new OTT Flow offering, a turnkey solution with front-end partner Accedo, cuts the time for market entry from months to weeks.

“The playing field so much more wide open nowadays,” Green says. “People want to have a stake in that game.”

Beet.TV interviewed Green 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.

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Steve Ellwanger <![CDATA[WatchESPN: Get Ready For ‘Live Moments’ On All Viewing Devices]]> http://www.beet.tv/?p=38938 2016-05-02T16:53:13Z 2016-05-02T00:56:39Z [...]]]> LAS VEGAS – Brand marketers should spend more time trying to figure out how to engage with consumers as they are viewing live sports events than they do thinking about which devices are providing the viewing experience.

This has been one of the takeways for WatchESPN, which offers all of the live, streaming services of ESPN in addition to some 5,000 other live events. In an interview with Beet.TV, Eric Johnson, EVP of Global Multimedia Sales for ESPN, says that the consumption patterns of WatchESPN across devices is “very consistent” with how people watch it on television screens.

“That was a linear insight, that the behaviors matter more than the device matters when you’re watching a live event,” Johnson says.

The media company’s over-the-top viewing has doubled year over year, and with a product like Sports Center on Watch ESPN, more than half of consumption is happening on a linear television screen. “So is that a digital experience or is that a television experience? The answer is yes,” says Johnson.

In the same way that Google has its Micro Moments for reaching consumers online, the sports world has an ever-expanding array of live events during which brands can target people with engaging ads—but only if brands plan ahead.

“To be in the live moment doesn’t just mean you have to react to the live moment,” he says. “You have to plan to be ready for the live moment when it happens, whether that’s a team winning, announcement of a retirement, celebration of the hall of fame, or an NFL draft pick.”

Digital ad insertion, which is the ability to quickly serve ads that once were deeply baked into media plans, has served WatchESPN well, according to Johnson. From a pricing standpoint, he sees “a lot more consistency in the space in terms of what demo-targeted live CCM around premium product, is and what’s happening in the digital space.”

Johnson was interviewed at the 2016 NAB Show.

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.

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Steve Ellwanger <![CDATA[NAB Digital Committee Chair: Standards, Yield Curves Intertwined]]> http://www.beet.tv/?p=38945 2016-05-02T16:52:23Z 2016-04-29T20:11:28Z [...]]]> 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.

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.

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Steve Ellwanger <![CDATA[DISH, DirecTV Addressable Unit: Buying DMA’s Wasteful For Campaigns]]> http://www.beet.tv/?p=38925 2016-05-02T01:37:52Z 2016-04-29T14:24:36Z [...]]]> 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.”

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Steve Ellwanger <![CDATA[AT&T Uses Humor To Target TV Ad Waste, Promote Addressable Offering]]> http://www.beet.tv/?p=38912 2016-05-02T15:34:10Z 2016-04-28T22:44:13Z [...]]]> 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.

We interviewed her as part of our series on addressable and the new world of television advertising. This series on Beet.TV is sponsored by AT&T AdWorks.

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Steve Ellwanger <![CDATA[Cablevision: Addressable TV For Each And Every Advertiser A ‘Misnomer’]]> http://www.beet.tv/?p=38842 2016-05-02T01:19:21Z 2016-04-27T13:43:39Z [...]]]> 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.

This video was produced as part of a series on the need for standardization of premium video advertising.   The  series sponsor is the NAB.  For more videos from the series, please visit this page.

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Steve Ellwanger <![CDATA[Campbell’s Marketing Chief: Television Becoming More Like Digital]]> http://www.beet.tv/?p=38900 2016-04-27T11:24:49Z 2016-04-27T11:23:21Z [...]]]> 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.

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Robert Andrews <![CDATA[‘Make Data Human’ Or Business Is Ruined, I-COM’s Cohen Warns]]> http://www.beet.tv/?p=38863 2016-04-26T13:17:49Z 2016-04-26T13:17:49Z [...]]]> 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. 

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Robert Andrews <![CDATA[OTT Most Exciting Part Of Programmatic TV: Trade Desk’s Sims]]> http://www.beet.tv/?p=38886 2016-04-26T13:17:02Z 2016-04-26T13:17:02Z [...]]]> 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. 

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Robert Andrews <![CDATA[Machine Learning Counters Human Creativity Fatigue: Krux’s Reid]]> http://www.beet.tv/?p=38872 2016-04-26T13:12:30Z 2016-04-26T13:09:58Z [...]]]> 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. 

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Steve Ellwanger <![CDATA[Granular TV Deals Help Matrixx Target Seasonal, Need-Based Consumers]]> http://www.beet.tv/?p=38869 2016-04-27T23:20:14Z 2016-04-25T15:42:36Z [...]]]> 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.

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Steve Ellwanger <![CDATA[Bloomberg Sees Cross-Platform Deals Constrained By Agency Buying Process]]> http://www.beet.tv/?p=38856 2016-05-02T01:20:13Z 2016-04-25T14:45:51Z [...]]]> 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.

This video was produced as part of a series on the need for standardization of premium video advertising.   The  series sponsor is the NAB.  For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[Wunderman’s Kotziagkiaouridis Sees Data Key To Emotion]]> http://www.beet.tv/?p=38848 2016-04-25T14:16:24Z 2016-04-25T14:16:24Z [...]]]> 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. 

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Robert Andrews <![CDATA[CNNgo By The Numbers: 9.5 Million Hours Views In March]]> http://www.beet.tv/?p=38846 2016-05-02T01:17:10Z 2016-04-24T21:38:46Z [...]]]> 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.”

This video was produced as part of a series on the need for standardization of premium video advertising.   The  series sponsor is the NAB.  For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[Note to Publishers: Stop Consumers with Ad Blocking Software, advises WPP’s David Moore]]> http://www.beet.tv/?p=38772 2016-04-22T20:26:52Z 2016-04-22T11:37:08Z [...]]]> 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. 

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Robert Andrews <![CDATA[Ad Land In Catch-Up On Creativity, Measurement: Xaxis’ Martin]]> http://www.beet.tv/?p=38767 2016-04-22T20:26:35Z 2016-04-22T10:57:15Z [...]]]> 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. 

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[...]]]> 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. 

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Steve Ellwanger <![CDATA[Ustream In Hand, IBM Cloud Inks Deals With AOL, CBC, Comic-Con And Mazda]]> http://www.beet.tv/?p=38749 2016-04-22T12:29:04Z 2016-04-21T21:28:36Z [...]]]> 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.

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Steve Ellwanger <![CDATA[Ooyala Partners With Facebook Live, Sees More Video Disruption]]> http://www.beet.tv/?p=38732 2016-04-22T12:30:06Z 2016-04-21T15:06:59Z [...]]]> 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.

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Steve Ellwanger <![CDATA[Ad Industry No Longer Luring Talent ‘Like Fish In A Barrel’: Momentum’s Frieman]]> http://www.beet.tv/?p=38690 2016-04-21T15:39:57Z 2016-04-21T02:30:20Z [...]]]> 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.

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