Beet.TV The root to the media revolution 2016-08-27T10:09:31Z http://www.beet.tv/feed/atom WordPress Robert Andrews <![CDATA[Undertone’s Franchi Wants Programmatic To Serve Ad Creativity]]> http://www.beet.tv/?p=41748 2016-08-24T17:56:21Z 2016-08-24T17:56:21Z [...]]]> So-called “programmatic” technologies are revolutionizing the trading and targeting of online ads. But what about the content of those ads?

Many ad-tech vendors, who have spent the last few years touting programmatic’s numerical capabilities, are now battling over its next wave – the chance to use programmatic in the actual construction of ads themselves.

“When you think about programmatic advertising … it’s being leveraged for scale, efficiencies, audience, workflow automation,” notes Eric Franchi, co-founder of ad-tech vendor Undertone, in this video interview with Beet.TV. “Creative is not mentioned in that conversation.

“It’s a fantastic opportunity. We’re bringing some of our large, proprietary high-impact ad formats in to programmatic (to) develop really interesting, multivariate creative messages based on the different audiences.

“As an industry, we’re a long way from it. Over the next year or so, it should be transformational.”

Though, when it started, Undertone primarily offered display advertising network, Franchi says it has “pivoted” to build and offer a range of high-impact and engaging video, banner and interactive ad formats, including mobile formats that take advantage of phone sensors and games.

Its ad units can connect up with personalized ads on the wider web so that, for example, if a customer has previously used a build-your-own-vehicle car ad tool, an ad the same color car can be deployed to the user later on Facebook.

In December, Israeli marketing tech company Perion Networks acquired Undertone for $180m in cash.

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Steve Ellwanger <![CDATA[Facing ‘Consumption Fragmentation,’ TV And Video Providers Embrace Converged Data Solutions: Videology’s Ferber]]> http://www.beet.tv/?p=41752 2016-08-24T15:45:24Z 2016-08-24T13:02:47Z [...]]]> Advertisers and agencies were the first to embrace data to plan and measure the results of television and video advertising campaigns. But with MVPD’s and content publishers experiencing “consumption fragmentation” across devices other than television screens, media companies are now getting on board.

“That’s where the business is heading,” says Scott Ferber, Chairman and CEO of video advertising platform Videology, which along with AT&T AdWorks will sponsor Beet Retreat 2016: The Transformation of Television Advertising, which is scheduled for Nov. 16-18 at the Royal Palm South Beach in Miami.

In an interview with Beet.TV, Ferber frames his thesis: “How do we get the one of linear TV plus the one of digital video together to make 11 as a value proposition to the advertiser?”

Although 77% of U.S. TV viewing still occurs on TV screens, the other 23% is expected to grow rapidly. As a result, “Both MVPD’s and publishers are experiencing consumption fragmentation,” says Ferber.

This trend is spawning converged solutions from Videology and others to enable TV and video providers to offer advertisers cross-device campaign opportunities that are “measurable by television standards against the television guarantees of age and gender, but yet bring all the wonderful data and targetability and addressability that the digital world has become used to,” Ferber says.

While the demand side of the industry was the first to employ data for better campaign targeting and measurement, that’s changing quickly. “What we’re seeing now is that the supply side is aggressively adopting and embracing data-driven solutions to packaging up their own media and selling that back to advertisers,” Ferber says.

Beet Retreat 2016: The Transformation of Television Advertising will focus on the dramatic transition in television, including the rise of “addressable” TV, programmatic TV, advertising around VOD and “TV everywhere.” During three days of in-depth, staged sessions, video interviews and networking activities, attendees also will explore the state of content distribution and consumption via cable, satellite and OTT services.

The Beet.TV event will feature these and other speakers:

Matthew Bayer, SVP, Advanced TV, Cadreon/IPG

Mike Bologna, President, Modi Media, GroupM

Dan Bruinsma, Chief Investment Officer, GroupeConnect (Publicis’ unit for Bank of America)

Jason Brown, VP, Head of National Sales – AT&T AdWorks

Tim Castree, Managing Director, N.A., Videology

Brad Danaher,Television Partnership Director, Experian

Michael Dean, VP, Programmatic & Data-Driven Sales, Disney ABC Television Group

Dave Downey, CEO, Invidi

Scott Ferber, CEO, Videology

Adam Gaynor, VP, DISH Media Sales

Nick Johnson, SVP, Digital Ad Sales Strategy, Turner

Noah Levine, SVP, Revenue Operations, Fox Networks Group

Lance Neuhauser, CEO, 4C Insights

Lou Paskalis, SVP, Enterprise Media, Bank of America

Jamie Power, Managing Partner, Modi Media, GroupM

Tracey Scheppach, EVP, Publicis Media Exchange

Jonathan Steuer, Chief Research Officer, Omnicom

Kevin Smith, SVP Comcast Media 360

Matt Spiegel, SVP, MediaLink

Ashley J. Swartz, CEO, Furious Minds.

Also present will be senior executives from Acxiom, Cardlytics, Clypd, DISH, Eyeview, comScore, FreeWheel, Integral Ad Science, Tivo Research, WideOrbit and others.

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Robert Andrews <![CDATA[DataXu’s Catanzaro’s on the Three Flavors Of Programmatic TV]]> http://www.beet.tv/?p=41745 2016-08-24T12:16:24Z 2016-08-24T12:14:34Z [...]]]> There is much talk in the industry about whether so-called “programmatic” technologies, which are revolutionizing internet display and video advertising, will come to ye olde TV any time soon.

Despite many hurdles in the way, one ad-tech vendor says the prospect is already “very real”.

“The market today is $700m and is going to grow to $4.bn by 2018,” says DataXu founder and SVP Sandro Catanzaro in this video interview with Beet.TV, referring to a June eMarketer forecast, which forecasts programmatically-traded ads growing from just 1% of US TV ads this year to 6% by that year.

So what is programmatic TV? Specifically, Catazano says DataXu is working with three platform variants of the technology:

  1. Connected TV, with “accurate and granular targeting” and almost “immediate reporting”.
  2. Addressable TV, in which audiences are reached through partners like Cablevision, DirecTV, DISH, Comcast and Sky by swapping a standard ad for one that is targeted.
  3. Programmatic linear TV, in which audiences can be found using data and technology to uncover propensity of individual viewers to be watching different TV shows.

Boston-based DataXu recently made a number of appointments to oversee onmni-channel, south-east Asia sales and its own finances, following a $10m investment from UK satellite pay-TV operator Sky.

The company offers marketers and their agencies automated media buying, optimization, reporting and data management across devices, and a year ago was named the strongest “total advertiser solution” in a Forrester Wave report.

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Robert Andrews <![CDATA[eMarketer Gains Global Help & Synergies In Springer Sale: Chairman Ramsey]]> http://www.beet.tv/?p=41733 2016-08-24T08:20:59Z 2016-08-24T02:02:51Z [...]]]> Analyst and insight firm eMarketer expects to ramp up European and Asian expansion whilst seeking synergies with its new owner’s media properties, following its recent acquisition by Axel Springer, says co-founder Geoff Ramsey.

“(Springer) has the resources and wherewithal to help us from a content coverage standpoint and, probably more importantly, from a sales perspective,” Ramsey tells Beet.TV in this video interview.

“The Axel Springer deal for us is very much about global expansion and the fact that they have a number of stakes in companies where there might be synergies.”

Of all the analyst and insights firms out there, veteran eMarketer is known for triangulating a holistic view of multiple market metrics, topped off with its own brand of straight-up report writing.

Started in 1996, the company has carefully built its reputation in North America and, after taking investment in 2012, later opened up a UK office. But it wants to accelerate expansion. Axel Springer acquired 93% of the company in June for $242m.

“After 20-odd years of running a profitable and exciting growing business, you get to a point where you realize, if you want to take it to the next level, particularly internationally,” adds Ramsey, who is known for his charismatic and info-packed presentations.

“We’re very well known in the US, Canada and the UK, where we also have an office. But when you’re looking at the rest of the global world, Western Europe and Asia, in particular, it helps to have a partner that is already there.”

Axel Springer is the German newspaper and magazine publisher that, in recent years, has diversified in to online classified ads, lifestyle portals, business news and more, in hard pursuit of digital growth.

Months before eMarketer, it bought Business Insider and took shares in NowThis, Mic, Ozy and virtual reality business Jaunt.

Ramsey said his company’s new owner wanted to quicken its own US expansion, drive up its digital revenue and continue diversifying in to paid content.

 

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Steve Ellwanger <![CDATA[Medialets Grows Globally While Debunking The Notion That ‘Mobile Is Too Hard’]]> http://www.beet.tv/?p=41726 2016-08-23T16:06:21Z 2016-08-23T16:06:21Z [...]]]> One of the bigger anomalies in the digital world is the time that people spend on mobile devices versus the less than 15% of digital ad dollars that are being devoted to mobile. The CEO of WPP Group-owned Medialets attributes this largely to people trying to use desktop computer tools for mobile campaigns.

“It’s a lot of confusion in the marketplace today,” Richy Glassberg said in an interview with Beet.TV. “The problem is most people don’t understand how to use mobile tools and they’re trying to apply desktop tools to a mobile attribution. Desktop advertising doesn’t work in mobile.”

A side effect of this phenomenon is that without being able to properly track view-through attributions on mobile, some agencies and marketers tend to look at the broader picture.

“It’s also driving the push to cross platform,” said Glassberg. “Because people think mobile is too hard they’re saying, ‘Let’s just see what happens across the whole spectrum of attribution or conversion metrics.’”

Founded in 2008 and acquired last year by WPP, Medialets has compiled some two dozen case studies showing that a mobile-specific ad server can capture “anywhere from 17X to 73X more attributions…actual conversions with a transaction ID and a receipt from the marketer than a desktop tool does,” Glassberg said.

That represents step number one for Glassberg. “Step two is let’s see how people really use their phones. You may see that ad and go back at night and convert on desktop.” Documenting such transactions will be “the next big leap forward.”

Being owned by a goliath like WPP has enabled Medialets to expand its operations from slightly more than 50 countries to approximately 90, including its recent foray in Asia-Pacific with a new base in Singapore. That’s pretty straightforward compared with educating the advertising and media world on the best way to engage with mobile-enabled consumers.

“The battle is how do you shift budgets to where viewership is,” Glassberg noted. “We’ve seen this in the beginning of cable and we’ve seen it in the beginning of video. It’s happening again in mobile.”

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Ashley Swartz <![CDATA[Beet Commentary: “Building the Adaptable Media Enterprise”: “The Transformation of the Media Supply Chain”]]> http://www.beet.tv/?p=41512 2016-08-24T13:51:05Z 2016-08-23T12:10:20Z [...]]]> We have all heard the marketing buzz word omni-channel. It means the blurring of advertising channels, and the need for agility and a new approach to reach one audience, across multiple screens. Media is not the first to use this phrase, or have the need to transform businesses to adapt to these types of challenges. The phrase omni-channel has been used by companies that have needed to transform their supply chain as their businesses became more complex and global for more than 15 years.

Ashley looks to blueprints for tested supply chain optimization and transformation strategies and contextualizes them for media in this segment.

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Robert Andrews <![CDATA[Is Addressable TV Ready For Prime-Time? A Panel Discusses]]> http://www.beet.tv/?p=41502 2016-08-23T11:13:31Z 2016-08-23T11:13:31Z [...]]]> TV ads targeted through addressable linear platforms made up just 0.1% of total us TV ad spend in 2014, according to eMarketer.

And industry executives seem at loggerheads over the extent to which the prospect is really making in-roads.

Asked what impact sellers of TV properties on addressable platforms had made during the recent US TV upfront ad sales season, Mike Bologna, president of Group M’s MODI Media advanced TV division, replied: “Not at all.”

But that’s largely because addressability isn’t much of an option at the national TV level.

“The majority of the addressable business are scatter dollars. … conducted with MVPDs (for) local two minutes per hour, none of which is traded in the upfront,” Bologna told a panel debate convened by Beet.TV. “When Group M is talking with national TV networks … addressability is not on the table.”

The few from another agency is pretty different.

“We’re painting the picture way too small,” Publicis Groupe Media advanced TV EVP Tracey Scheppach argued back. “Precision video is a way bigger opportunity than that. Everybody’s talking about data and precision now – that’s the talk of the town.

“I have a whole list of clients that really do get this now. Some clients are starting to be able to get past the test-and-learn phase, think about all-year-long and then maybe get to an upfront.”

But both execs acknowledge current shortcomings in a technology that is still slowly evolving:

Bologna wants addressable to scale up from its current deployment of around 45mn US homes to more like 100mn.

Meanwhile, Scheppach concedes: “We lack enough granular data … If we had that, we would be allocating money to addressable off of the total video buy that’s going in to the upfront.” Her agency is currently debating, interally, whether addressability is still in test phase or is ready to scale.

While some debate the readiness of addressable TV for big-brand national advertisers, however, it is important to remember that the prospect is bringing in many companies that were not previously advertising on TV at all, growing the overall advertising pie.

“Digital clients that have never been in TV – this provides an opportunity for them (because) the waste is not there,” said Amy DeHaen, the advanced TV VP of IPG’s Cadreon unit.

 

They were interviewed by Matt Spiegel, SVP of MediaLink.

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26.  The event and the series is presented by DISH Media Sales and Experian Marketing Services.  Please visit this page to find addition videos from the summit.

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Robert Andrews <![CDATA[Videology Boosts Demographic Targeting With Publisher Data]]> http://www.beet.tv/?p=41711 2016-08-21T13:20:18Z 2016-08-21T13:20:18Z [...]]]> In a world where TV ad-buying is also moving online, the future of trading is evolving toward digital measurements.

On that basis, one video ad-tech vendor says it is helping bring the traditional and oft-derided criteria of audience demographics in to the digital age.

Videology says it recently improved its ability to help advertisers target audiences using demographic, by harnessing data about those audiences from publishers themselves.

“We’ve worked with many different publishers to create the equivalent of a census approach to individual users – their age and gender,” Videology CEO Scott Ferber tells Beet.TV in this video interview.

Ferber says the updated Videology tech involves tapping in to anonymized consumer registration data from the publishers it integrates with.

And that is moving the needle, resulting in “better prediction for in-demo guarantees” and “phenomenal” results, he says, especially as judged by two of the leading emergent measurement standards.

  • comScore Validated Campaign Essentials (vCE): “We’re achieving up to 98% in-demo coverage, which is amazing.”
  • Nielsen Digital Ad Ratings: “We’re improving the in-demo percentage by 2x relative to other in-demo providers.”

In Videology’s press release, representatives of both companies praise Videology for improving the opportunity.

 

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Robert Andrews <![CDATA[Auto Firms Get 4x ROI From Addressable TV Ads, Experian Says]]> http://www.beet.tv/?p=41667 2016-08-18T18:50:01Z 2016-08-18T11:00:56Z [...]]]> The possibility to target individual viewers ad households, through the medium that, previously, reached only mass audiences, is slowly emerging. So-called “addressable” TV is today deployed in roughly 45m to 50m US homes, according to various figures.

But who is buying the ads, and who stands to benefit most?

One vendor enabling the new TV future with targeting data says car firms are amongst the biggest beneficiaries.

“Auto is a primary advertiser for addressable TV,” Experian’s TV partnerships director Brad Danaher says in this panel interview convened by Beet.TV. “It has exceptional transaction data on the backend.

“We’ve seen four time the return in auto sales for what they spend on that campaign, which is tremendous. They see that and keep going.”

His company was one of the early testers of addressable TV and its data helps fuel targeting of ads on the DISH platform among others.

Alongsider Danaher, the panel discussed challenges and sensitivities in the addressable roll-out:

  • TruOptik CEO Andre Swanston: “Cross-screen is the biggest missed opportunity – people have to catch up on it. The biggest opportunity is truly being able to make consumers the same consumers across these different screens.”
  • Cardlytics TV partnerships SVP Chris Harter: “If I get an ad that doesn’t resonate with me, it can be grating. People are starting to feel, Why did I just see that? Don’t they know?’I bought a mattress – nine months later, I’m still being retargeted. We don’t exist in TV without Experian.”
  • DISH Media Sales media measurement GM Prasad Joglekar: “Consumers will accept us if there is a fair value exchange. If I can see my television experience become better, I’m willing to pay the price of (privacy). Clearly that’s not happening in digital.”

The panel was interviewed by MediaMath CMO Joanna O’Connell.

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26. The event and the series are presented by DISH Media Sales and Experian Marketing Services. Please visit this page to find additional videos from the summit.

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Robert Andrews <![CDATA[Target TV Ads Using Consumers’ Bank Accounts, Cardlytics’ Harter Says]]> http://www.beet.tv/?p=41536 2016-08-17T02:06:35Z 2016-08-17T02:06:35Z [...]]]> If, in the new age of advertising, marketers will only pay for ads that produce a verified sale, that could give banks a front-row seat.

After all, it is the banks which have full sight of what their customers are actually buying.

That’s the space in which Cardlytics is operating. The eight-year-old, Atlanta-based company is using its network of banks, comprising 120mn accounts, to help advertisers verify purchase and target known customer behaviors.

“Our data answers the question, ‘Did spend occur?’,” says Cardlytics TV partnerships SVP Chris Harter in this panel debate convened by Beet.TV. “When a TV customer was served an ad campaign, did they or did they not buy something?”

But Cardlytics can support more than just identifying confirmed purchases after campaigns run. Bank account data is also a treasure trove of insight with which to target ads firstly.

“We can connect a DISH household ID to a bank ID,” Harter adds. “You can say, ‘We want to reach burger buyers’, or ‘We just want to target somebody at the merchant level’.

“We believe that connection of first-party bank data to set-top box data, that’s where the real power is.”

If vendors like Cardlytics can leverage that treasure trove in a privacy-compliant way, the banks could become more powerful than ever and gain a new place at the ad-tech table.

The panel was interviewed by MediaMath CMO Joanna O’Connell.

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26.  The event and the series is presented by DISH Media Sales and Experian Marketing Services.  Please visit this page to find addition videos from the summit.

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Steve Ellwanger <![CDATA[Experian: Turning A ‘Small Piece Of The Truth’ Into Scalable Advertising Targets]]> http://www.beet.tv/?p=41662 2016-08-16T11:22:59Z 2016-08-16T11:22:59Z [...]]]> Trying to reach left-handed nurses who like to bowl? The process starts with “a small piece of the truth” that Experian Marketing Services teases into a scalable advertising target. Explaining the evolution of Experian’s work with television providers, Kevin Heindl, who is Director of Partner & Advertiser Solutions, said the company used to solve the providers’ audience data and targeting problems on an individual, ad hoc basis.

“Now we’re interacting with agencies and advertisers and solving problems directly and moving it out to the operators” via the company’s Audience Engine platform, Heindl said during a panel discussion in Manhattan at the recent Beet.TV Leadership Summit on cross-screen addressability. “In the last year or so we started to roll the platform out to the owners themselves. They have access to a tool and can say, ‘I want to find left-handed nurses that like to bowl.’”

Experian assembles a variety of data building blocks to “take a small piece of the truth and expand it out based on what that truth looks like,” Heindl said.

In the automotive category, for example, he said Experian is one of only two sources for auto propensity data. “We can come up with a target of our own that’s based on people that have a propensity to be in the market for vehicle X,” said Heindl. “In addition, we have third-party data assets that actually show what autos are in the garage. We layer it on and learn against it.”

Once Experian gets exposure data back from TV operators, it matches it with the company’s auto registration data to find out “how many people actually bought one of those cars or bought a car like it so you can see share of market.” Additionally, Experian can determine from its mobile partnerships whether someone from a targeted household actually went to particular auto dealerships.

As more brand marketers adopt such data-driven approaches, “Unfortunately, I don’t seem as brilliant as I did about a year ago, because everybody’s starting to get it,” Heindl noted.

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26. The event and the series are presented by DISH Media Sales and Experian Marketing Services. Please visit this page to find additional videos from the summit.

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Robert Andrews <![CDATA[Publishers Going Off-Deck And Out-Stream, AOL Survey Finds]]> http://www.beet.tv/?p=41669 2016-08-15T10:20:45Z 2016-08-15T10:20:45Z [...]]]> Once upon a time, using social for online publishing was all about signposting stories in the hope readers would come to read them on your own website or app.

Now we live in a world in which publishers are happy distributing their content itself through social platforms – at least, before Facebook’s recent algorithm change.

A just-published May study, 2016 Publisher Outlook, in which AOL surveyed around 600 publishers in the US and UK, found most believe that’s a good thing. More than 90% of them think syndicating through the likes of Facebook Instant Articles, Apple News and Google AMP is a good thing, 53% of say it’s been extremely positive.

“Off-deck distribution came up to us as a surprise,” says Matt Gillis, the SVP of AOL Platforms’ publisher platforms, in this video interview with Beet.TV. “That’s a key indication of where the ecosystem is moving – Consumption is not always happening within your app or on your website.”

But the research, conducted by Insight Now in May, pre-dated Facebook’s decision, a month later, to down-rate publishers’ material in its users’ news feeds, instead prioritizing users’ own status updates.

Since that happened, publishers’ reach through Facebook has actually declined – by as much as 42%, according to one tool vendor, leading some publishers to try using video to bump reach back up.

Video is one of the strategic trends identified by AOL’s report. Thirty percent of publishers believe out-stream, the format which delivers auto-playing video ads between text paragraphs, will drive video ad revenue in the year ahead.

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[...]]]> For DISH Media Sales, addressable television is both a futures and a future market. The former relates to uncertainty over when addressable inventory will run, while the latter is the eventual blending of DISH linear ads and ads on the company’s Sling service.

“When you think about buying an audience with addressable television it’s a futures market,” Adam Gaynor, the company’s VP of Media Sales & Analytics, said during a panel discussion in Manhattan at the recent Beet.TV Leadership Summit on cross-screen addressability. “We don’t know where the inventory runs until that viewer is watching television. We have to assume the impressions that we’re going to have.”

In response to a question from moderator Matt Spiegel of MediaLink, Gaynor explained the benefit of Sling attracting a different audience (think cord cutters, shavers, etc.) than DISH so that the two don’t cannibalize each other. Combining them for advertisers is where the future comes in.

“We’ve got two buckets of impressions that we have the opportunity to sell,” Gaynor said. “The next step is figuring out how to measure across all of these screens, which is why we’re still selling them separately. We have a very robust and mature measurement system on the linear side the addressable side. Right now we’re building out the measurement system on the Sling side.”

To make addressable TV work, DISH pulls 30-second spots out of sale. The remaining household impressions—Gaynor likened them to sugar crystals in a bowl—are available to advertisers that want to reach a specific audience. This means there will be leftover crystals.

“What we saw was an opportunity to take those crystals and put them into a marketplace where we can apply data to make them more attractive to advertisers,” Gaynor said. “Frankly that’s where the programmatic process took place in the digital world. You had a sheer volume of inventory that at first glance didn’t have any value. But when you put data against those impressions there was value. It’s what we’re doing on television.”

When an advertiser comes in through one of DISH’s demand-side platform partners, a minimum of 80,000 impressions must be accumulated before DISH executes the buy. “The beauty of our addressable platform is that advertisers will only pay for the audience they are reaching, and yes, it’s going to be a higher CPM, but it’s a lower ECPM,” Gaynor said, referring to effective cost-per-thousand impressions.

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26. The event and the series are presented by DISH Media Sales and Experian Marketing Services. Please visit this page to find additional videos from the summit.

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Robert Andrews <![CDATA[Agencies Want TV Operators To Stop ‘Hoarding’ Ad Data: GroupM, Publicis & IPG Execs Explain]]> http://www.beet.tv/?p=41507 2016-08-10T15:24:13Z 2016-08-10T11:24:47Z [...]]]> Ad agencies know that old-style TV measurement panels are not sufficient to support the addressable TV future. The problem is, TV platform operators are not giving them the data they need either.

A panel debate convened by Beet.TV heard agency executives responsible for new-wave connected TV targeting were bearish on the suitability of traditional measurement firms for the new era, even as they launch ambitious cross-screen measurement initiatives.

“This whole idea that 100mn people watch the same as 20,000? Ridiculous!” said MODI Media president Mike Bologna, part of Group M.

And Publicis Groupe Media advanced TV EVP Tracey Scheppach agreed: “I don’t know why we would use a sample. We just need the data to show. Nielsen has no role in what addressable television is all about. This is a complete Rentrak/comScore game – I don’t see Nielsen in this at all.”

Which would be just fine – if the agencies were getting what they wanted from the horse’s mouth, direct from the advanced TV platforms whose customer data could be the hyper-accurate fuel for ad targeting.

Scheppach has long called on TV operators to cough up more of that data, so that she can spend more money on ads with them. In this panel, she accused them of “hoarding” it.

And MODI’s Bologna agreed. “They all have that same disease,” they said. “If it were my data and I owned it, I would probably sit on it, too, until I figured out how to monetize it.”

Bologna clarified that, whilst he can buy straightforward campaigns executed with those operators, he is not being given the data that could also help optimize his campaign with other ad platforms.

IPG’s Cadreon advanced TV VP Amy DeHaen said TV operators are advancing only “within their own safety net”: “This space is so new, there’s no way for someone to feel on solid ground to make that decision.”

The session was moderated by Matt Spiegel, SVP of MediaLink.

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26.  The event and the series is presented by DISH Media Sales and Experian Marketing Services.  Please visit this page to find addition videos from the summit.

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Robert Andrews <![CDATA[Experian’s Danaher Wants To Get Beyond Addressable’s Early Adopters]]> http://www.beet.tv/?p=41538 2016-08-10T15:29:44Z 2016-08-10T11:20:52Z [...]]]> Measurement of addressable TV ad campaigns has grown fast – but the technology providers still need to work hard to sell the opportunity beyond early-adopters advertisers

That’s the view of one ad data vendor making in-roads in to the new world of addressable.

“We’re getting a lot of the early adopters,” according to Experian’s TV partnerships director Brad Danaher.

His company was one of the early testers of addressable TV and its data helps fuel targeting of ads on the DISH platform among others.

“But there’s a whole group of advertisers that (feel) ‘I’m not doing that, I’ll just keep buying TV the way I’ve always bought it’,” he observes, in a panel convened by Beet.TV. “Once we start cracking in to that set of advertisers, it’s going to really take off.”

Danaher says addressable is still nascent, and there is still much fluidity in the way campaigns get off the ground. It’s often more “art” than science, he says. But the proportion of addressable TV ad campaigns actually being measured has grown from about 20% to about 95% in the last three and a half years, he adds.

The panel was interviewed by MediaMath CMO Joanna O’Connell.

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26.  The event and the series is presented by DISH Media Sales and Experian Marketing Services.  Please visit this page to find addition videos from the summit.

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Robert Andrews <![CDATA[Kaltura’s $50m Financing Funds ‘Everything Video’ Expansion]]> http://www.beet.tv/?p=41644 2016-08-10T11:02:59Z 2016-08-10T11:02:59Z [...]]]> Winter” hasn’t come for ad-tech yet. The investment in video technology vendors keeps coming, even if the role of venture investors appears to be changing.

Enterprise and education video technology platform Kaltura is taking a $50m investment from Goldman Sachs – the largest of seven rounds now totalling $166m, according to Crunchbase.

The outfit announces it wants to use the capital to “extend its footprint across all six continents”, as well as to move its marketing positioning from “open-source” to “everything video”.

“When we started, flexibility, openness, openness was more than a means, it was an end in itself,” says Kaltura CEO Ron Yekutiel in this video interview with Beet.TV. “We didn’t have a lot of features, we presented it by what we did differently, that was a marketing point.

“We have since created a lot of products. By Forrester, Gartner and IDC, we are the leading enterprise video platform. When people buy, they are buying the commercial product, they don’t care about the open-source product.”

Outstream video ad-tech outfit Teads also raised its biggest financing round this week from a bank syndicate. In both companies, the moves indicate a shift in funding source, away from venture backers to banks, and an IPO that has not yet happened.

In Kaltura’s case, however, The New York Times reports: “The financing is intended to be Kaltura’s last before it pursues an initial public offering.” Teads’ IPO plans are not clear.

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Robert Andrews <![CDATA[‘We Invented Outstream’: Teads’ Jim Daily After $47m Fundraising]]> http://www.beet.tv/?p=41633 2016-08-09T20:48:09Z 2016-08-09T20:39:13Z [...]]]> When Teads and French vendor Ebuzzing merged in 2014, the combined pair said they planned to acquire other firms. Three rounds of financing later, and the outfit looks set to do just that.

The company, which helps publishers deliver auto-playing video ads between text paragraphs, just secured €43m ($47m) in debt financing from a syndicate of five banks.

“M&A targets for Teads may include smaller ad tech startups developing technologies that Teads can leverage,” according to an announcement, which also commits Teads to building on its Japanese foothold by launching in South-East Asia this year and in China next year.

In this video interview with Beet.TV, Teads’ US president Jim Daily claims it was Teads which kickstarted the current vogue for this video ad format, known as “outstream”.

“We invented it”, he says. “It started back in 2011.” Agencies now think outstream video ads will be more important than in-stream or banner ads to their clients, according to a Forrester report published last year.

And Teads is amongst the biggest beneficiaries. “About 65% of the comScore top 300 publishers are actively utilising the Teads platform for outstream video,” Daily adds. “From a brand perspective, we’re working with 85% of the top 100 global spenders.”

Teads has now raised a total $55m across a combined nine financings attributed to both Teads and Ebuzzing, according to Crunchbase. The latest round is easily the largest of the lot.

Given the changing perception of markets and investors toward ad-tech, it may be notable that Teads is taking this round from banks. At the time of the merger, Teads had talked of going public in an IPO in 2015. After faltering performance of some separate companies, observers have talked of a thawing in such prospects.

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Robert Andrews <![CDATA[Tru Optik Finds Better Ads From Knowing Actual Viewer Behaviour]]> http://www.beet.tv/?p=41534 2016-08-09T02:09:39Z 2016-08-09T02:09:39Z [...]]]> If you were HBO, trying to convince consumers to subscribe to watch Game Of Thrones via HBO Go, you could target people Google for the show – or you could go straight to those already watching via unofficial channels.

That’s what ad-tech vendor Tru Optik is helping media and entertainment brands accomplish. The Stamford, CT-based outfit claims its technology has sight of what 500 million consumers in 150 countries are viewing or listening to, out of a library of 20 million titles.

CEO Andre Swanston says an upcoming research case study will show the uplift gained from encouraging OTT subscriptions to Hispanic telenovela services, by targeting people already watching them, as opposed to targeting people who have merely expressed an interest in the content.

“When it came to paid subscribers, we beat Facebook (page likes) by 8x,” he told a panel convened by Beet.TV.

“It’s not because our DSP is better than anyone else’s, it’s not. It comes down to the data. Knowing that a household watches Mexican telenovelas and you advertise to them that they can get access to that, that is better than knowing someone speaks Spanish.

“Oftentimes, that data is trapped behind walled gardens – Netflix doesn’t share data, Amazon doesn’t share data. But there’s no substitution for behavioural data.”

The panel was interviewed by MediaMath CMO Joanna O’Connell.

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26.  The event and the series is presented by DISH Media Sales and Experian Marketing Services.  Please visit this page to find addition videos from the summit.

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Robert Andrews <![CDATA[Advertisers Must Overcome Addressable TV Sticker Shock: DISH’s Joglekar]]> http://www.beet.tv/?p=41540 2016-08-08T20:22:25Z 2016-08-08T20:22:25Z [...]]]> TV ads targeted at individual households may be more expensive than those traditionally delivered through the medium – but advertisers should compare prices with digital, not with the box in the living room, says a TV ad exec.

The looming promise of addressable TV holds the potential to target ads at individual viewers or households. But advertisers are having to pay a premium for the new-found super-power.

“There is a sticker-shock aspect to it,” says DISH Media Sales media measurement GM Prasad Joglekar, describing buyers’ response. “You’re pricing on the scarcity of an audience.

“But that’s no different from digital – digital prices audience significantly higher than a mass-market audience. Once we get past that, the floodgates will open.”

In DISH’s own addressable TV advertising offering, ad buyers can buy from eight million households on a national scale, using DISH’s own customer data, advertisers’ own data or demographic data from agencies includin Epsilon, Experian, Polk and Dunnhumby.

DISH and DirecTV have jointly been selling addressable ads to political candidates.

So how sophisticated are buyers becoming? “Savvy advertisers have got busy,”Joglekar adds. “They’re hitting all the right notes. “Missed opportunities are the advertisers who think that addressable is too expensive.”

The panel was interviewed by MediaMath CMO Joanna O’Connell.

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26.  The event and the series is presented by DISH Media Sales and Experian Marketing Services.  Please visit this page to find addition videos from the summit.

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Steve Ellwanger <![CDATA[Expense, Difficulty Are Misconceptions About Addressable TV: Experian’s Danaher]]> http://www.beet.tv/?p=41559 2016-08-08T02:05:22Z 2016-08-08T02:05:22Z [...]]]> Now that television networks finally have personally identifiable information about their viewers from over-the-top services, they’re better able to sell their audiences to advertisers. But misconceptions about addressable TV are still common, according to the Director of Television Solutions at Experian Marketing Services.

“The networks as we all know never used to have any PII of any kind,” Brad Danaher said in an interview in Manhattan during the recent Beet.TV Leadership Summit on cross-screen addressability. “But now with OTT services, they’re getting email addresses, which Experian can translate to an email address and connect to all the other data sets we’re working with.”

Experian has a big stake in the continued growth of addressable TV, so it takes every opportunity to educate advertisers and agencies.

“There are still some misconceptions about it,” Danaher said. “People think it’s either more expensive than it is or more difficult to implement and it’s really gotten a lot better recently.”

Like other players in the addressable space, Experian would like to see more providers offering addressable inventory.

“We’re looking to partner with those folks to provide a broader set of audiences to advertisers who are always looking for scale,” said Danaher. “There’s perception by advertisers who say, ‘When is everybody going to have it?’ We’re working on that too.”

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26. The event and the series is presented by DISH Media Sales and Experian Marketing Services. Please visit this page to find additional videos from the summit.

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Ashley Swartz <![CDATA[Beet Commentary: “Building the Adaptable Media Enterprise”: “The 800 lb Gorilla in Media”]]> http://www.beet.tv/?p=41514 2016-08-08T20:19:30Z 2016-08-08T01:56:17Z [...]]]> When you read the analyst reports or industry commentary, one thing that is clear is that profitability is often a reason for a loss in confidence by the market. Earnings Per Share (EPS) is a clear metric as we all know for wall street.

What I am continually dumbfounded by is the fact that profit is not something we talk about in media often. The 800 lb gorilla in the room is that we all know it instinctively, but seldom acknowledge it publicly; digital businesses are way more expensive to run than traditional media.

In this episode, Ashley discusses the importance of including profit as part of decision making when looking at new sales channels, platforms and expanding your digital business.

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Steve Ellwanger <![CDATA[Marketers Targeting Consumers Should Control The Messaging, Says Thunder CEO Wong]]> http://www.beet.tv/?p=41566 2016-08-08T01:53:23Z 2016-08-08T01:49:19Z [...]]]> While brands are expending considerable resources to reach the right consumer at the right time with advertising messages, once they reach those people “they’re still saying the same thing,” according to Victor Wong, the CEO of Thunder, a creative management platform.

A software-as-a-service provider, Thunder did a survey with a major digital advertising exchange showing just how widespread this phenomenon is.

“The problem for brands is that over 90% of campaigns didn’t actually have a specific creative to deliver to a specific audience,” Wong says in an interview with Beet.TV. “That’s the part that gets missed.”

Thunder does not have its own in-house studio, preferring that advertisers and agencies take the lead on tailoring messaging to consumer targets.

“Nobody knows the brand better than they do,” Wong says. “We think it’s important to give the people who are doing the targeting the capability to change the messaging.”

Thunder’s platform facilitates the design of a library of reusable templates and assets so that creatives can build and edit multiple ad sizes at the same time. The end result: custom ad variations that are created in seconds

“We’re trying to make it easy and scalable to design messaging for your audiences, especially as they are going across more and more channels, like mobile, social and display,” Wong says.

Thunder’s open architecture reflects the reality of walled gardens like Facebook, which doesn’t let anyone directly access its data to build ads. “Instead, what they would prefer is you design creative specific to audiences, you give it to Facebook and Facebook will target it and optimize based on what their findings were,” says Wong.

He cites figures showing that about 33% of ad inventory cannot run dynamically assembled creative by a third party.

“And probably by 2020, we’ve seen stats as high as 60% of all inventory will not allow a third party to dynamically assemble the creative,” says Wong.

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Andy Plesser <![CDATA[Teads Readies 360 Video Ad Unit for Premium Publisher Sites]]> http://www.beet.tv/?p=41545 2016-08-05T17:25:52Z 2016-08-05T17:18:57Z [...]]]> Teads, one of the principal video “outstream” ad platforms, is introducing 360 video to its product suite, says Jim Daily, president, U.S. operations, in this interview with Beet.TV

He says it is the first time that 360 videos will be served as ad units across premium publisher sites such as Conde Nast, Time Inc. and the Washington Post.

While he calls it a unique and “cutting edge” development in advertising close to VR, he notes that it is early days — and that creative agencies need to start producing 360 video ads.  He expects that the recent move by Facebook with its 360 video unit will serve as catalyst for the industry.

 

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Robert Andrews <![CDATA[Addressable TV Buying Will Be Unified within Three Years, GroupM’s Bologna, while Cadreon’s DeHaen & Publicis’ Scheppach See Long Road Ahead]]> http://www.beet.tv/?p=41504 2016-08-05T11:14:16Z 2016-08-04T22:21:33Z [...]]]> What people collectively “addressable TV” refers to the opportunity to target individual TV viewers or their households with data-driven adverts.

But that opportunity is really delivered through a complex mish-mash of competing platforms, each with their own, quite different capabilities and reporting mechanisms.

For ad execs that continue complaining about “silos”, welcome to Siloville.

“The ecosystem is clunky, it’s disjointed,” Group M’s MODI Media president Mike Bologna grumbles in this panel debate convened by Beet.TV. “Addressable TV has always been a selfish business,with every system doing it its own way … that’s preventing it from moving forward.”

So, is there any prospect of uniting the ecosystem as it matures? “If it was centralized, it would be easier,” Bologna says. “This is going to happen … within three years … automated in one system that is buyable.”

To an executive from another agency, that timeframe sounds way off, if harmonization is even realistic at all.

Publicis Media Exchange’s advanced TV EVP Tracey Scheppach‘s best forecast at unification was: “Not in my career.”

Meanwhile,  IPG’s Cadreon advanced TV VPAmy DeHaen commented: “I don’t think it’s going to be three years.”

Publicis keen on TV data

In the meantime, Scheppach is getting busy, trying to seize opportunities to use the many different available platforms and identify the ones that offer best data and best results.

“I’m most excited about where smart TV is right now – we’re rolling up our sleeves to understand,” she said.

Scheppach says TV set maker Vizio is using automated content recognition on televisions to understand consumers’ holistic viewing – including broadcast TV, on-demand SVOD and video games.

“Comcast is bringing (only) 60% of what a TV is actually viewing, we would like to bring that all,” she sdded. “Vizio has roughly 10mn homes. That is super-interesting. I have long wanted to have more granular data to make television more precise. There’s a way around the (set-top) box – OEMs (like Vizio) are more willing to license it.”

The panel was moderated by Matt Spiegel, SVP of MediaLink.

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26.  The event and the series is presented by DISH Media Sales and Experian Marketing Services.  Please visit this page to find addition videos from the summit.

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Steve Ellwanger <![CDATA[DISH: Insurers Using Addressable TV To Activate Lapsed Policyholders, Target Niches]]> http://www.beet.tv/?p=41493 2016-08-04T09:49:10Z 2016-08-04T09:49:10Z [...]]]> While automobiles and insurance have long gone hand in hand, the auto category was among the first to embrace addressable TV ads. Now insurance companies are jumping on board, not only to activate lapsed homeowner policyholders but also to focus on niches like motorcycle coverage.

In an interview last week in Manhattan during the Beet.TV Leadership Summit on cross-screen addressability, Prasad Joglekar, GM of Viewer Measurement for DISH Media Sales, said insurers have “latched onto” addressable.

“Part of the reason is they’ve always had great data on when people lapse their homeowners policy or auto policy. They’ve been able to use that for activations,” Joglekar said. “Addressable TV presented a nice organic extension.”

He related the progress of one unidentified insurer that last year was able to measure the entirety of its homeowner insurance buy on DISH. This company also had a specific need to promote its motorcycle insurance.

“Their challenge was how do we reach them efficiently on TV because it’s such a small portion of the U.S. it doesn’t make sense to buy national TV,” said Joglekar. Nonetheless, the company was using national TV, ending up “getting just about 100% reach” but hitting its targets with less than one impression per week.

“When they came to us, we were able to activate the motorcycle audience on DISH, deliver seven ads a week consistently week over week, at a significantly lower cost per effective thousand impressions than their national buy and they loved it,” Joglekar said.

Media companies are also turning to addressable TV.

“Tune-in tends to be a good vertical too because it’s pretty easy to identify who’s likely to watch a particular show,” Joglekar said.

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26. The event and the series is presented by DISH Media Sales and Experian Marketing Services. Please visit this page to find additional videos from the summit.

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