Beet.TV The root to the media revolution 2016-07-29T13:56:29Z http://www.beet.tv/feed/atom WordPress Steve Ellwanger <![CDATA[New Interbrand Report: What The ‘Breakthrough Brands’ Are Doing Right]]> http://www.beet.tv/?p=41406 2016-07-29T13:56:29Z 2016-07-29T00:56:31Z [...]]]> Ever heard of brands like Sennit, Glossier, VSCO or mymuesli? Interbrand cites these and dozens of others in its first annual Breakthrough Brands report because its Global CEO says marketers can probably learn something from these relatively young companies.

“What we’re looking for is who’s going to be next,” Jez Frampton said in an interview with Beet.TV before today’s release of the Interbrand Breakthrough Brands report, which is titled Future Growth. It’s a collaboration of Interbrand, Facebook, Ready Set Rocket and The New York Stock Exchange.

The report groups the above four companies under the heading “Growing together: Building businesses around people.” It also acknowledges brands like Shinola (“Growth in action: Living stories”); 90 Seconds (“Growing potential: Performance-enhancing platforms”); and Sensorbox (“Growth for good: Purpose-bred brands”).

The purpose of a brand “fits very clearly into the world of branding,” says Frampton by way of explaining how brands and business should interact.

“The business is there to generate income and profits on behalf of shareholders,” he says. “The brand is there as a way for people to understand who you are and what you’re about.”

Some 200 brands were nominated for the inaugural Breakthrough Brands report and of those 60 are featured, based on four initial criteria: Less than a decade old, driving change by responding to a unique marketplace need, a demonstrated ability to grow, and “buzz”—is the brand grabbing attention and gaining “momentum”?

Noting that breakthrough entities in the last 10 to 15 years were companies Facebook, Google and Amazon, Frampton says the brands cited in the report not only can portend the next big success but “more importantly, actually what can we learn from these fast growth businesses. How do I grow?”

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Robert Andrews <![CDATA[Don’t Get More Creative, Get More Connected: Facebook’s D’Arcy]]> http://www.beet.tv/?p=41397 2016-07-27T19:50:02Z 2016-07-27T19:48:38Z [...]]]> Mark D’Arcy thinks we are living through the most fertile era for creativity in eight decades. But that doesn’t necessarily mean he thinks we should simply get more creative.

The chief creative officer of Facebook’s Creative Shop sees an “extraordinary opportunity” to “transform entire industries”.

His group is a team of brand marketers, creative directors and strategists who build ideas to help clients grow their business, building tools, processes and creatives to make ad experiences sing.

“A lot of people always pursue these things by saying,” D’Arcy tells Beet.TV in this video interview. ‘We need to be more creative’.

“Creativity, when I got into the business, was a very focused group of people who lived within a certain single set of businesses called creative agencies. What we have seen … is the fragmentation of creative sources, of clients aggregating creativity from a multitude of different sources.

“Lots of different people have ideas. We don’t need to be ‘more creative’, we need to be more connected. Because there’s a lot of very bright people in a lot of different areas around a brand or a brand idea that need to come together to bring that idea not just to life, but to scale it.”

In May, Facebook’s Creative Shop announced it would team with Digitas Studios to make “built-for-feed’ content, including Rise & Shine, a morning talk show with local weather, workouts, recipes and more.

 

This video is part of a Beet.TV series titled “Unlocking the Creative and Connect Potential of Video” which is sponsored by Facebook.  For more videos from the series, visit this page.   You can also find the series on Facebook’s media page.  

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Robert Andrews <![CDATA[Digital Ads Beginning To Resemble Direct Mail: Merkle’s Delaney]]> http://www.beet.tv/?p=41400 2016-07-27T19:47:16Z 2016-07-27T19:45:08Z [...]]]> CANNES — In June at Cannes Lions, Merkle, the independent data-driven ad-tech company, announced the launch of its Programmatic Addressable Marketplace, the latest ad targeting product to hit the market.

As the company put it at the time, “PAM represents the industry’s first premium programmatic advertising solution that enables deterministic, people-based targeting and measurement across premium publisher audiences and inventory.”

What does that mean, in plain English? Mac Delaney, Merkle’s head of programmatic, clarifies in this Beet.TV video interview.

“This is essentially working with publishers like News Corp to bring their data online in the very same way that Google Customer Match and Facebook has been doing for years, so that they can connect their registered users with an actual marketer’s data,” he says.

MediaPost reported the marketplace “allows marketers to use first- and third-party data to identify and locate individuals to target advertisements across publisher sites rather than just apps like Facebook”.

To Delaney, who previously worked at Publicis’ VivaKi and Starcom MediaVest Group, there is an echo from the past.

“This is where you can actually begin to model predictively, the same way we’ve been doing for years in direct mail and in email, but do it in a digital way across these digital publishers,” he adds.

“In a way, what’s old is new again.”

 

This video was produced  by Beet.TV at the Rubicon Project’s Rooftop Summit on Automated Advertising at Cannes Lions 2016.   The series is sponsored by the RubiconProject.   For more videos from the series, please visit this page.

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Robert Andrews <![CDATA[Welcome To The Next Big Creative Revolution, Says Grey’s Dahlqvist]]> http://www.beet.tv/?p=40135 2016-07-27T19:49:47Z 2016-07-27T19:44:03Z [...]]]> Time and time again, Swedes emerge as some of the most creative people on the planet. Andreas Dahlqvist is no different.

He founded DDB in Sweden and the Nordics in 2004. Under his leadership, the Gunn Report ranked the shop as the best creative agency in the region and the best digital and interactive agency in the world.

Now chief creative officer of Grey New York, the division of the big Grey Global Group of ad agencies, Dahlqvist’s palette is bigger than ever – thanks to technology.

“We’re going through the next big creative revolution,” he tells Beet.TV in this video interview. “We have so many tools to make brands become people’s lives and play an active role through marketing.”

A winner of multiple Cannes Lions awards, Dahlqvist has created campaigns for clients including McDonald’s, General Mills, Diesel Jeans, Coca-Cola, Chevrolet and Skoda, including a popular Volkswagen viral.

But creativity is changing. Marketing is no longer just about devising and distributing messages. Brands have to step up and change, he says.

“The opportunity is to lean in to the context more …but also to react more to stuff that happens in pop culture at large,” Dahlqvist adds.

“Which is a pretty massive shift in mindset in what you create. It’s a re-education of a marketing mindset. It’s less about figuring out the right message and more about becoming topical.”

Dahlqvist should know. “He started his own agency from scratch and built it into the best digital agency on the planet,” a colleague once said.

As brands react to the changing world, it’s no longer just about making a message that people but remember, but about providing real value or even utility, Dahlqvist tells Beet.TV: “The thing that will make you stand out is how creative you are. It’s more about creating something that people want to engage with. It’s about creating something that invites people in. That puts more focus on us as marketers delivering value than 15, 20 years ago.”

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Andy Plesser <![CDATA[Taboola Acquires ConvertMedia in Bid to Become Major Video Site]]> http://www.beet.tv/?p=41413 2016-07-27T14:29:51Z 2016-07-27T14:29:51Z [...]]]> With the acquisition of ConvertMedia, an outstream video supply side platform, Taboola is moving to become a giant video platform, soon competing with the likes of SnapChat, Facebook and YouTube, says Adam Singolda, CEO of Taboola, in this interview taped in his Manhattan headquarters on Tuesday afternoon.

With the acquisition of ConvertMedia, the company is adding a robust programmatic platform, Singolda adds.

The price of the acquisition was not announced.  Citing industry sources, TechCrunch reports the deal was just under $100 million.

In Cannes last month, we interviewed ConvertMedia CEO Yoav Naveh.  Please find the segment here.

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Robert Andrews <![CDATA[FreeWheel’s Council Argues For Four Industry Needs]]> http://www.beet.tv/?p=41273 2016-07-25T14:18:41Z 2016-07-24T21:22:57Z [...]]]> CANNES — In September, the 30-company advocacy group founded by video ad-tech company FreeWheel will be celebrating its first anniversary.

The FreeWheel Council for Premium Video was formed last year to develop a strong and unified position on topics that matter to the premium video ecosystem. FreeWheel’s Agency and Brand Relations VP James Rothwell says the Council is focusing on four areas in its first year:

  1. Defining premium video (see recently-published paper).
  2. The need for programmatic systems built specifically for premium video (see recently-published paper).
  3. Understanding and refining ad experiences for users.
  4. Unifying measurement in a fragmented world.

Rothwell says the Council will explore how to make ad experiences more engaging in order to discourage ad blocking. And he says measurement technologies have not caught up to how consumers are viewing content.

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Steve Ellwanger <![CDATA[Nielsen Catalina: Looking Beyond Cross-Screen To Cross-Media Measurement]]> http://www.beet.tv/?p=41044 2016-07-25T14:28:09Z 2016-07-24T19:12:39Z [...]]]> LAS VEGAS – While the mantra of the moment would appear to be cross-screen measurement of consumer behavior, Matt O’Grady says the “big nirvana” is cross-media measurement. That means not only knowing what people are doing on digital and mobile devices but being able to pull in television viewing, print reading and radio viewing.

Those data are joined with Catalina’s grocery and drug store loyalty card information for some 90 million households for what O’Grady calls “purchase-based” media planning and targeting.

“Our definition of measurement is return on advertising spend,” O’Grady says in an interview at the annual Nielsen Consumer 360 conference. “Did they see the Tide ad and did they go back and actually spend when the campaign was done?”

This is what fuels purchase-based planning, which O’Grady describes as “planning not just on age and sex demos but planning on how recently they purchased that particular product and when are they most likely to buy it again.”

Catalina’s data are refreshed on a daily basis and can be matched to any consumer media exposure—hence the term cross-media measurement.

“The big nirvana is cross-media measurement and the interaction and affect and benefit of advertising on mobile and print, or on TV and digital,” O’Grady says.

This video is part of series produced at Consumer 360. The series is sponsored by Nielsen. Please visit this page for additional segments.

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Steve Ellwanger <![CDATA[Marketing Veteran Bitterman: Advertiser ‘Flight To Safety’ Benefits Facebook And Google]]> http://www.beet.tv/?p=41304 2016-07-25T14:42:42Z 2016-07-24T18:48:32Z [...]]]> CANNES – Marketing veteran Jordan Bitterman sees a “flight to safety” delivering advertiser dollars to places like Facebook and Google as marketers try to avoid ad fraud and other problems within the digisphere. He believes this, in turn, could have the longer-term effect of prompting other digital properties to make themselves brand-safe.

Bitterman, whose career includes full-service ad agencies and digital companies like Alta Vista, one of the early Internet search engines, refers to a recent report from Morgan Stanley during an interview with Beet.TV. The Wall Street firm noted that something in the neighborhood of 85% of incremental digital ad spend is going to Facebook and Google because they’re considered to be safe havens.

“We’re essentially seeing a flight to safety,” says Bitterman. “With all of these issues going on in the ecosystem like ad fraud and ad blocking. That will probably drive a good portion of the remainder of the ecosystem to get their house in order” by making sure they are “brand-safe and dollar-safe environments.”

Bitterman divides ad fraud and ad blocking into two camps: short-term and long-term problem. Digital ad fraud, he says, “is a much larger short-term issue” because there is an immediate problem for advertisers whose money is being wasted.

Ad blocking represents a longer-term threat because there’s no immediate waste of advertiser dollars as a result of people rejecting marketing messages.

“The reason why it’s a long-term issue is because as an industry we have to make sure that we’re delivering messages to people in environments that they want to see it,” Bitterman says. “If not, we’re messing with the whole ecosystem.”

As brands tackle the challenge of how to properly engage with consumers via widely popular messaging apps and platforms, the opportunity for one-to-one conversations that some people hoped would happen with Facebook might finally be at hand, according to Bitterman.

“That type of communication and servicing of customers is super exciting,” he says of messaging.

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Steve Ellwanger <![CDATA[Data-Driven ESPN, NBCU And Turner Were Upfront Standouts: BOA’s Paskalis]]> http://www.beet.tv/?p=41298 2016-07-25T14:27:45Z 2016-07-24T15:23:06Z [...]]]> CANNES – At the end of this year’s television Upfront presentations, Lou Paskalis sensed a “digital divide” between media sellers. He credits ESPN, NBCUniversal and Turner for having making data an integral part their value propositions by virtue of the data pedigrees of their executives.

In an interview with Beet.TV, the SVP of Global Communications, Media & Media Measurement at Bank of America draws a contrast between the three aforementioned companies and media providers for whom data was “something that was sprinkled over the top of the cupcake” of their Upfront presentations.

“Folks that have been in the business for a long time on the data side are now coming over to the linear side and saying, ‘We can provide you something that works within your digital ecosystem’” Paskalis says, mentioning Stefano Kim at Turner and Denise Colella at NBCU.

As he surveys the landscape of media offerings, Paskalis says “We now have a pretty complete ecosystem with digital, mobile and addressable.”

The real value in that ecosystem isn’t strictly about consumer targeting.

“This is important for relationship marketing,” he says. “As we move into this era that is increasingly deterministic, we need to know a little bit about who we’re talking to. Whether or not they saw my last message so if I’m doing sequential messaging I can serve the next one.”

The most important thing advertisers must cultivate is the consumer experience, according to Paskalis.

“Let’s face it. We have been so focused on optimizing the advertising math that we sometimes forget the consumer equation,” Paskalis says. “Anything we do that enhances the consumer equation, including reducing ad load, is really a good thing.”

While he’s been struck by all of the hoopla surrounding the potential marketing benefits of virtual reality, he doesn’t think there are enough headset-equipped people at this point to justify the cost of producing VR content.

“But I’m intrigued by how consistent the message is with VR, so I’m trying to think if I’m missing something here,” Paskalis says.

 

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Katy Charles <![CDATA[The Growing Presence of Legacy Companies at Cannes: MediaLink’s Homonoff]]> http://www.beet.tv/?p=41253 2016-07-25T14:43:26Z 2016-07-24T15:20:24Z [...]]]> CANNES – Cannes Lions wasn’t always a stop on the annual tour for legacy media companies. But that’s been changing.

“Increasingly over time, this is really where the advertising industry, technology industry surrounding advertising brands and media are coming together,” says Howard Homonoff, SVP at MediaLink.

Part of their challenge is creating these different types of relationships with agencies, brands and technology companies, he says.

This video was recorded at Cannes Lions 2016. For more segments from our coverage of Cannes Lions, please visit this page.

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Robert Andrews <![CDATA[New Data is Powering TV Advertising: A Beet Leadership Forum on July 26 with DISH Media Sales and Experian Marketing Services]]> http://www.beet.tv/?p=40102 2016-07-25T14:30:34Z 2016-07-23T18:53:08Z [...]]]> Back in October, US satellite pay-TV company DISH Network launched an advertising exchange to help advertisers buy targeted, individualized ads shown to its eight million addressable households.

The ads in question would come from the two minutes per hour of local commercial time in programming DISH enjoys, and would playback in both live and DVR-recorded TV.

Most people would call that “programmatic TV”. But not the executive who runs the scheme.

“There’s no such thing as ‘programmatic TV’,” Dish Network media sales VP Adam Gaynor tells Beet.TV in this recorded interview. “I believe TV can be bought programmatically – there’s a layer of automation, of data and of buying impressions.”

But Gaynor believes “programmatic” – still the buzzword occupying hearts and minds in media land – will settle down to be just a mere technique.

“Programmatic is not a product, it’s a process,” he says, sharply. “If we can help brands and agencies reach audiences easily through data, that’s what our platform is all about.”

How about a progress update for DISH’s “programmatic” foray? Gaynor adds: “We’re going to come out of our pilot phase and more in to production. We’re going to be able to add many more DSPs now, to work with many more brands through many more platforms.”

Case in point – today DISH announced a summer-time integration with BidSwitch’s real-time partner ecosystem, itself a gateway to numerous supply and demand sources.

The increasing automation and efficiency of TV buying will be explored on July 24 at a Beet.TV leadership summit on advanced TV and data sponsored by Dish Media Sales and Experian Marketing Services.

This interview with Gaynor was originally published in June.

The Beet.TV leadership summit  will feature the following speakers and moderators:

Mike Bologna, President, Modi Media (GroupM) Amy DeHaen, VP of Advanced TV, Cadreon (IPG)

Adam Gaynor, VP, Media Sales & Analytics, DISH Media Sales

Kevin Heindl, Director of Partner and Advertiser Solutions, Experian Marketing Services

Prasad Joglekar, General Manager, Viewer Measurement, DISH Media Sales

Chris Harter, SVP, TV Partnerships, Cardlytics

Joanna O’Connell, Chief Marketing Officer, MediaMath (Moderator)

Tracy Scheppach, EVP, Publicis Media Exchange

Matt Spiegel, SVP, MediaLink (Moderator)

Jay Stocki, VP of Product Management, Experian Marketing Services

Andre Swanston, CEO Tru Optik

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Steve Ellwanger <![CDATA[As Preferences Change, So Does Consumer Ad Tolerance: Nielsen’s Clarizio]]> http://www.beet.tv/?p=41058 2016-07-24T14:19:22Z 2016-07-21T20:40:13Z [...]]]> LAS VEGAS – How do you determine where a line should be if it is constantly shifting? The line in question is consumers’ tolerance for ads in digital and traditional television programming and it changes along with their changing preferences, according to Nielsen’s President of U.S. Media.

Lynda Clarizio says Nielsen’s two-day Consumer 360 conference has the word “consumer” in the title “because it’s all about the consumer.” In an interview with Beet.TV, Clarizio says, “Our businesses on all sides of the clients that we serve are affected by changes in the consumer landscape.”

At the very least, adds, Clarizio, conference attendees should take away the notion that “advertising is not a bad thing,” as evidenced by dialogue from the likes of Hulu showing that large numbers of viewers choose to watch ads. How many ads they will tolerate is another issue.

“Ad load, at least I would say personally, is something that the industry should look at because at some point you cross sort of a line with consumers where you do breach their trust and they say enough is enough,” Clarizio says. “We need to look at where that line is and that line may be shifting in this environment.”

While the traditional gross rating point for measuring TV audiences still holds up, it’s only one data point the industry should be focusing on, according to Clarizio.

“There’s a number of metrics which the industry needs to coalesce around and those metrics likely are changing and will change as content changes,” she says.

This video is part of series produced at Consumer 360. The series is sponsored by Nielsen. Please visit this page for additional segments.

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Robert Andrews <![CDATA[Is Anyone Taking Responsibility For Dynamic Ad Creative? Flashtalking’s Pamboris Wonders]]> http://www.beet.tv/?p=41287 2016-07-24T14:23:28Z 2016-07-21T20:00:09Z [...]]]> CANNES — In the emerging world of digital video advertising, now personalized ads can be made, on-the-fly, by assembling disparate scenes from alternate narratives in to a single, audience-specific ad spot.

That’s the theory. So who’s responsible for the execution? Truth is, the new practice of dynamic ad creative is still shaking out – and whether it should be owned by creators, targeters or a mixture of each is still a matter for debate.

“There’s a lot of data in the media, the real-time bidding and programmatic has taken off, and the creative has been left behind a bit, acknowledges Joseph Pamboris, the chief product officer of Flashtalking, a vendor whose technology lets people make dynamically-created ads depending on a range of input factors.

“Who is responsible for the creative, in particular, the dynamic or data-driven creative, is still a little in the air. Is it the creative agency who actually create the sum for assembling ads? The media agency? The advertiser?

“What we really need is someone to actually take the responsibility for the multitude of creatives you can actually run within any media campaign.”

 

This video is part of a series titled “Exploring Data & Technology as Catalysts for Creativity.”  This series was produced at Cannes Lions 2016 in cooperation the Xaxis. The series is sponsored by comScore.  For more segments from the series, please visit this page.

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Robert Andrews <![CDATA[Jivox’s Investment Round To Fuel Tech And Globalization]]> http://www.beet.tv/?p=41283 2016-07-24T14:24:01Z 2016-07-21T19:51:44Z [...]]]> CANNES — During its nine years as a digital marketing platform, Jivox has stayed relatively under the radar during what have been the boom years of the discipline.

But now the company, whose IQ platform is used by clients including Bayer, Bose, Condé Nast, Toyota and Johnson & Johnson, is enjoying another time in the sun, after a recent investment.

In June, the company took investment from You & Mr Jones, the “brand-tech” group founded by former Havas CEO David Jones.

As The Drum reported it: “Jivox’s personalized digital marketing platform dynamically constructs all the creative components of a campaign to deliver thousands of potential variations – customized on the fly according to each user profile – using first-party and third-party data, and factors such as browsing behavior, demographics, weather, location, local events, time of day, and social data.”

So how will Jivox use the money? Jivox CEO Diaz Nesamoney tells Beet.TV:

“We’re pretty excited about that because it’s two things:

  1. “It’s a recognition by David Jones and team. David Jones was a former CEO of Havas Media, so he knows a thing or two about advertising.”
  2. “But also, as a team, an acknowledgement that we have market-leading technology in this particular area and making the investment.”

“What that investment allows us to do is:

  1. “Continue to grow and scale the business. We plan to invest some of it in technology, because we think this is a very vast and big field. We want to stay ahead of the game.”
  2. “And the other is just expanding our global footprint, particularly in Europe and Asia. We’ve got the beginnings of an office in both of those areas, but we plan to spend a lot of that money growing in those two markets.”

 

 

This video is part of a series titled “Exploring Data & Technology as Catalysts for Creativity.”  This series was produced at Cannes Lions 2016 in cooperation the Xaxis. The series is sponsored by comScore.  For more segments from the series, please visit this page.

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Steve Ellwanger <![CDATA[Tear Down Those Walled Media Gardens: Bough Of Mondelez On Carat Panel]]> http://www.beet.tv/?p=40644 2016-07-24T14:24:17Z 2016-07-21T13:52:42Z [...]]]> CANNES – Do data and technology that can enhance consumer television and video targeting for advertisers want to be open and uniform, or do they want to reside behind walled gardens? What started as a discussion about programmatic TV ads led to the bigger issue of openness, sharing and uniformity at a Carat-sponsored panel moderated by Doug Ray, the company’s U.S. CEO.

Ray said lots of people are concerned “that we’re going to walk down the same route that a lot of the big digital media companies have, which is walled gardens” wherein a company’s data and technology can be used only within that particular garden.

“Data is the currency by which we win or lose,” said B. Bonin Bough, Chief Media & Commerce Officer for packaged-goods marketer Mondelez, who went on to lambaste some media companies (which he did not name, but huge digital giants come to mind). “I am appalled where the industry is, to be perfectly honest with you. I actually think it’s a monopoly that’s happening when I can only buy a certain format from a certain player,” Bough said.

Linda Yaccarino, Chairman of Ad Sales and Client Partnerships at NBCUniversal, said “We have no interest” in walled gardens while acknowledging that companies like hers “unfortunately to this point had to react and we’ve all developed our singular particular new data products.” She’d rather see the industry be “willing to get to a uniform platform and actually have a belief that our own content can stand on its own two feet.”

Also promulgating openness was Dan Ackerman, SVP of Programmatic TV for AOL. “The market has a desire for an open approach,” Ackerman said. “If we help marketers bring whatever data they want and make it better with our own proprietary data, then we’re advancing the value proposition for everybody.”

Bough envisioned a future where Mondelez can increasingly interact one-to-one with its customers, to the detriment of those who build walls. It went like this: “The moment we’re smart enough to say, ‘You know what, this week you get Oreos for free. Just give me your cell phone number.’ Game over dude…$4.50 to get a person’s phone number? First-party data all day long. That entire walled garden business they’ve been building, overnight it’s wiped out.”

This video was recorded at Cannes Lions 2016 at a Beet.TV leadership summit on advanced television and advertising hosted by Carat. For more segments from the session, please visit this page.

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Robert Andrews <![CDATA[A Fifth Of FreeWheel Ads On Set-Top Box VOD, VP Smith Says]]> http://www.beet.tv/?p=41268 2016-07-21T11:07:34Z 2016-07-21T11:07:34Z [...]]]> CANNES — Talking about the imperative to deliver and measure ads across platforms is one thing, doing it is another.

Digital video ad-tech outfit FreeWheel says it sees a “tipping point” coming after the recent US TV upfronts season saw a range of new formats and techniques debut. But it is already seeing a march from traditional desktop internet video, to internet-enabled TV platforms.

“If you look across our customer base, 20% of our inventory is now in set-top box VOD,” according to Neil Smith, the VP of FreeWheel’s FourFronts marketplace. “There’s a significant amount of inventory in OTT device.

“Being able to use data in those environments that are more closed and more restricted have more technical limitations than desktop is incredibly important if you want to have scale and premium.

“Set-top box VOD and the ability to apply buy-side data there is something we’ve started to execute on this year.”

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Robert Andrews <![CDATA[The Three Views You’ll Hear About Data, According To Annalect CEO]]> http://www.beet.tv/?p=41270 2016-07-24T14:21:37Z 2016-07-21T11:03:34Z [...]]]> CANNES — Digital data, and the ability to harness it to better target advertising messages, is one of the greatest transformational forces in marketing.

But the zeal with which executives are embracing the transformation reads like a menu of enthusiasm.

Slavi Samardzija, global CEO of Annalect, the New York-based data analytics consulting and technology company for marketers, says: “I think the industry is divided on the three tracks or three groups:”

  • Data refuseniks: “I’m not going to name the agencies, they know who they … some big, big creative thinkers ignore the data, and they’ll say, ‘Oh this data is bad, it has a bad influence on the creativity’. They are very public and very loud about the topic at the moment.”
  • Data obsessives: “There’s a school of thought of, ‘The world is going to be run by data, and the data and the artificial intelligence is going to give us all the answers, you don’t need the creatives’.”
  • Half-way housers: “The third is in the middle … saying, ‘Well, it’s really how the two work together’.”

Samardzija knows which camp he agrees with. “That (third one) is the one that is easiest to agree with,” he says.

“The challenge is that nobody has figured out what does that mean. So most people get up there and say, ‘No, no, no, it’s not about data, it’s not about creativity, it’s how they work together’. That clearly sounds good, but in practice, nobody has figured that out.”

 

This video was produced at the OMD Oasis at Cannes Lions 2016 as part of  the Future of TV Advertising Leadership Forum, a series presented by true[Xand hosted by OMD Worldwide.  Please visit this page for additional segments.

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Katy Charles <![CDATA[“We’re In A Golden Age of Television”: MediaLink’s Spangenberg]]> http://www.beet.tv/?p=41252 2016-07-21T11:02:06Z 2016-07-21T11:02:06Z [...]]]> CANNES – I think it’s fair to say we’re in a golden age of television,” says Karl Spangenberg, SVP at powerhouse consultancy MediaLink. Beet.TV spoke with him during Cannes Lions.

While user-generated content has driven audiences, it’s also created concern on the part of traditional television. But,  Spangenberg says, traditional TV is once again at the forefront of providing a platform for storytellers and connecting to mass audiences quickly.

“But the whole definition of television has to expand beyond that because we still associate it with a box on a wall and that’s really not what television is all about today.”

 

 

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Robert Andrews <![CDATA[How To Cut Through With Facebook Video, By McCann’s Bryan]]> http://www.beet.tv/?p=40142 2016-07-24T14:22:26Z 2016-07-20T19:06:46Z [...]]]> It is a tremendous new advertising opportunity – but agencies are going to have to think a little differently if they want to get results from using video advertising on Facebook.

That’s the message the social network itself has been pushing out to agencies in the last few months, and agencies appear to be getting the message: when silent, auto-playing video ads scroll by with no audio, the kind of ads made for TV may not fit.

“In some ways, you are playing with a limited toolbox,” concedes Sean Bryan, the joint chief creative officer of McCann NY. “Most people have the sound off, so you don’t get the benefit of music, of a bold first line of voiceover or an interesting read from an actor.”

But Bryan, like some others, is starting to see the workaround. “You have to get your point across visually,” he advises. “It really helps to have something compelling, content-wise, to show. If you’re just pushing out an ad that’s on mute, it’s not really going to land. But if you’re talking about something that’s interesting and having people pass it along … that will break through.”

Bryan has been in the McCann family for 12 years, after a stint at DDB. Under his joint leadership with Tom Murphy, McCann NY was named to Advertising Age’s Creative A-List in 2013 and also honored as Agency of the Year by the Art Director’s Club.

Bryan reckons Facebook video is “a tremendous help” and an “incredibly powerful” to spread messages for brands. He shares some of his agency’s best campaigns through his own Facebook profile.

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Steve Ellwanger <![CDATA[Nielsen Marketing Cloud: Think Owned & Integrated, Says EVP Garbaccio]]> http://www.beet.tv/?p=41038 2016-07-24T14:20:38Z 2016-07-20T18:31:40Z [...]]]> LAS VEGAS – The Nielsen Marketing Cloud wants to be known as more than just a data management platform. The distinction centers on two words: owned and integrated.

Because Nielsen and its recent acquisition eXelate are “traditional data companies,” data access is one of the hallmarks of the Marketing Cloud, its EVP, Damian Garbaccio, says in an interview while attending the Nielsen Consumer 360 event.

“All of our data exists already and can be used for profiling and analytics,” Garbaccio says. “Some companies don’t own the data and have to license it through third parties and it’s not as seamlessly integrated.”

Another point of differentiation is “the DNA” in measurement for Nielsen, according to Garbaccio, citing in-flight analytics and multi-touch attribution as two examples.

“Nielsen has a long history in these areas and we’re much more efficient in terms of use of use and actual results and the value of those services,” says Garbaccio.

This video is part of series produced at Consumer 360. The series is sponsored by Nielsen. Please visit this page for additional segments.

 

 

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Robert Andrews <![CDATA[Plista CEO Bidon Aims To Scale Native Ads Globally]]> http://www.beet.tv/?p=40764 2016-07-24T14:22:46Z 2016-07-20T15:29:49Z [...]]]> CANNES — After Outbrain, Taboola, ShareThrough and other native advertising technology offerings, comes Plista.

That is the German native ad tech company acquired by GroupM two years ago. Since then, the agency’s Xaxis unit has been deploying native ad formats around the world, following recent launches in Russia, China and the US.

“Bringing it to the world is our mission,” says Plista CEO Nicolas Bidon, the former UK MD of sister company Xaxis, “About a year ago, we were in six markets, and now we’re in 12. By the end of the year, we should be in about 18 markets.”

Plista goes beyond standard bottom-of-story link recommendations and offers an array of formats, also for video, feeds, out-stream and more.

Although some industry folk have worried that native advertising, through which ads take the same form as editorial content, can scale, technology platforms are trying to prove the opposite.

In fact, Bidon is keen to differentiate. “There is confusion between branded content and native advertising,” he explains. “Branded content … leveraging deep editorial knowledge … has been around for many, many, many years. That’s the part that people feel is hard to scale.

“With Plista, we leverage a less intrusive type of advertising that’s more native to your content. We only sell on engagement metrics – whether that is a click or if it’s about a completed view.”

 

This video is part of a series titled “Exploring Data & Technology as Catalysts for Creativity.”  This series was produced at Cannes Lions 2016 in cooperation the Xaxis. The series is sponsored by comScore.  For more segments from the series, please visit this page.

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Steve Ellwanger <![CDATA[Kiip: Rewarding Consumers On Mobile Devices When They Least Expect It]]> http://www.beet.tv/?p=40981 2016-07-24T14:24:54Z 2016-07-20T15:21:10Z [...]]]> LAS VEGAS – The next time you’re finishing a jog and check your mobile device, don’t be surprised if Gatorade is offering to reward your performance. It’s the respectful way to join brands with consumers on the go, according to Kiip Founder and CEO Brian Wong.

Kiip (rhymes with keep) aims to be the nexus between “a very relevant brand and a very relevant action,” Kiip says in an interview with Beet.TV at the annual Nielsen Consumer 360 event. “Let’s say you finish a run. Gatorade will be there to reward you.”

Kiip’s brand partners include consumer packaged-goods marketers, retailers and quick-serve restaurants. Because its technology is now embedded in roughly 4,000 of other peoples’ apps, consumers don’t have to register with Kiip, navigate across screens or keep track of their reward points.

“We’re kind of lightweight,” Wong observes. “There’s no Kiip points. You actually get the reward by claiming it to your email.”

Kiip has been working with Nielsen’s Vizu unit to study the impact it has with consumers. “We’ve consistently outperformed a lot of the average benchmarks that they have,” Wong says.

Having just closed a C round of funding worth $16 million, according to Wong, Kiip enables brands to be in the moment in the best way possible, proving that mobile doesn’t have to be a bridge too far for creating brand engagement.

“If you can bring a brand into a respectful moment when a consumer is at pause, they will respond very positively,” Wong says, adding, “and you can truly build brand on mobile if you do it in a way that’s not the classic thinking.”

This video is part of series produced at Consumer 360. The series is sponsored by Nielsen. Please visit this page for additional segments.

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Robert Andrews <![CDATA[TV Ad Creativity Flows from “Unlimited Time” in the Social Sphere: FCB’s Credle]]> http://www.beet.tv/?p=40139 2016-07-20T15:24:02Z 2016-07-20T13:11:28Z [...]]]> By her own employer’s admission, Susan Credle is a real-life “Peggy Olson”. By all accounts, the global chief creative officer of FCB’s career bears more than a passing resemblance to that of the fictional Mad Men character, once rising from the bottom of BBDO to become its creative chief.

“They said ‘we’ll pay you $11,500 to fill in for the receptionists when they need to go to the bathroom’ – that was my job,” she previously told Chicago Tribune.

Now at the FCB agency where she brought M&Ms to life, Credle is watching an industry where technology is supporting longer content but shortening attention spans.

“It’s not that scary,” she tells Beet.TV. “The unlimited use of time scares me more than the challenge of it. (In TV), the discipline of telling a story in 15, 30 or 60 (seconds) actually made us better creatives, because every shot had to be of importance, it had to move the story along.

“So my fear is that not having time limits will make us more flaccid storytellers, that we might not be as disciplined in our choices. We should never, ever apologise for being able to do it very quickly.”

That’s a skill that may come in handy, as micro-short videos in platforms like Vine, Instagram and, Facebook, which is advising agencies on how to engage newsfeed users quickly with messages.

In 2009, Credle moved from BBDO to Leo Burnett USA, where she was credited with the shop’s creative resurgence, and joined FCB this year as part of a renewed creative talent drive. She has a long list of advertising judging roles.

Despite all the industrial changes raging on, Credle thinks the core tenets of making great film, even for new media, are the same as they ever were. But one new trick gets her excited.

“The thing I’m most excited about is the ability to give the story over to people and let them be advocates for your story, give them a way to participate,” she adds. “That is the biggest difference. You can’t just talk to a consumer anymore.”

This video is part of a Beet.TV series titled “Unlocking the Creative and Connect Potential of Video” which is sponsored by Facebook.  For more videos from the series, visit this page.   You can also find the series on Facebook’s media page.  

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Robert Andrews <![CDATA[Advertisers Are Thieving From Users, Too: Fox’s Marchese]]> http://www.beet.tv/?p=40836 2016-07-20T15:11:34Z 2016-07-19T18:38:59Z [...]]]> CANNES — Is ad blocking theft? To publishers and advertisers who each depend on ads for income, consumers ripping out those ads can represent a kind of daylight robbery.

But the new accusation of “theft” is harsh, and forgets that companies are also robbing from the very users they hope to reach, says one ad tech executive.

“There is a lot of theft occurring the other way,” says Fox Networks Group’s advanced advertising president Joe Marchese in this panel discussion recorded by Beet.TV. “If I go to a web page and a HD truck ad loads, there’s 3 or 4 cents of data in my wireless time I just paid – I didn’t ask for that.

“So there is theft occurring one way or another. I’m not sure I have a problem with it going the other way.”

If you believe the oft-quoted PageFair data, 198 million around the world use ad blocking software, while22% of smartphone users are even now blocking mobile web browser ads.

Ad blocking is now cited alongside fraud, viewability and more as amongst the existential threats to advertisers and publishers. but Marchese thinks the fear may be overblown.

“I don’t know whether there was the same outrage when DVRs came about,” he says. “When gets DVRed, we get no credit for it, but no-one is calling it a theft.

“All of a sudden, the gravy train of these sub-prime impressions start falling off and everyone starts calling it a ‘theft’.”

 

This video was produced at the OMD Oasis at Cannes Lions 2016 as part of  the Future of TV Advertising Leadership Forum, a series presented by true[Xand hosted by OMD Worldwide.  Please visit this page for additional segments.

 

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Robert Andrews <![CDATA[Clients And Tech Late To Measurement Necessity: Bough, Yaccarino, Jankowski, Ackerman, Ray]]> http://www.beet.tv/?p=40896 2016-07-20T15:09:29Z 2016-07-19T18:33:06Z [...]]]> CANNES — In the old days of advertising, measuring audience was imprecise, but at least it was straightforward. Nowadays, measuring across media channels, and understanding consumers holistically across each, is a huge challenge.

But it’s one that might have been advanced quicker, a panel of marketers discussed during the Cannes Lions festival.

“The biggest challenge is that clients haven’t stepped up to the pressure on the measurement industry – it’s hard work,” said Mondelez International’s chief media and ecommerce officer Bonin B. Bough.

NBCUniversal ad sales chairman Linda Yaccarino agreed with Bough: “Clients haven’t stepped up yet.” But she said it has taken time for everyone to figure out the lay of the land. “We had to put our money where our mouth is and say, ‘we’re going to guarantee (audience) for you’,” she added.

MasterCard global media group head Ben Jankowski blamed media measurement agencies that are still now connecting the dots between device usage. “There hasn’t been enough investment and attention on the part of the research companies,” he said. “It hasn’t been a high enough priority and we need to ratchet it up.”

But AOL programmatic TV SVP Dan Ackerman said the pace of technological development had been a factor. “The technology hasn’t been there,” he observed. “… only (in) the last couple of years when there’s been the availability of data and the technology to apply that in the linear space.

“Now advertisers can take the data they’ve been using in digital for five or 10 years and apply that to TV. It seems nonsensical that there’s … $70bn (in linear TV ad spend) that hasn’t been pushed faster.”

This video was recorded at Cannes Lions 2016 at a Beet.TV leadership summit on advanced television and advertising hosted by Carat. For more segments from the session, please visit this page.

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