Beet.TV The root to the media revolution 2016-05-26T20:04:11Z http://www.beet.tv/feed/atom WordPress Robert Andrews <![CDATA[Ad Threats & Consolidation In Kawaja’s ‘House Of Cards’]]> http://www.beet.tv/?p=39443 2016-05-26T20:04:11Z 2016-05-26T18:03:10Z [...]]]> The threats are mounting. With challenges like viewability, fraud and ad blocking rising, the online ad industry could risk falling, just as Rome’s empire did before it.

That’s the view of Terence Kawaja, the famed digital media M&A advisor, whose just-released 100-slide deck, inspired by Netflix’s House Of Cards, lays the industry bare.

As Kawaja tells Beet.TV, Scape Of Cards: State Of Digital Media 2016 calls it bluntly: “The ecosystem may, in fact, be a house of cards.”

He sees fraud, viewability and ad blocking as three “critical” issues, but walled gardens and fragmentation as “existential” threats.

Kawaja says the vast numbers of ad-tech vendors out there are facing a shake-out, as the industry goes through the standard consolidation seen in numerous other business sectors before it.

“Google and Facebook are garnering in excess of 85% of all new ad dollars,” he says. “The 3,700 companies across all the the Lumascapes are vying for just 15% of the increase.”

 

This interview is part of our preview series “The Road to Cannes”, presented by FreeWheel.   Please visit this page for additional segments. 

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Andy Plesser <![CDATA[Ari Bluman, Tireless Advocate for Digital Advertising Integrity, Dead at 44]]> http://www.beet.tv/?p=39420 2016-05-26T00:37:27Z 2016-05-26T00:21:52Z [...]]]> Ari Bluman, Chief Investment Office of GroupM, a relentless proponent of a clean, well lit place for digital advertising, who tirelessly pushed  for standards around viewable ad units, and for a reliable programmatic platform, succumbed to a long battle with cancer, GroupM announced today.

Two years ago, we sat down with Ari for this interview on the state of the industry.

We produced  this segment at a Beet.TV event in Manhattan in May, 2014 where he declared on stage that GroupM would no longer buy on open exchanges.  You can find that bombshell segment from a session  moderated by Ashley J. Swartz.

Our sympathies go out to Ari’s family, friend and colleagues who will miss him very much.  We all will.

For more on Ari and industry reaction to his passing, read this obituary in AdExchanger by Zach Rodgers.

 

 

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Steve Ellwanger <![CDATA[Dynamic Creative Optimization ‘Nothing Short Of Amazing’: Xaxis’ Moore]]> http://www.beet.tv/?p=39408 2016-05-26T13:12:44Z 2016-05-25T23:54:50Z [...]]]> Whereas traditional media optimization has focused on who an ad is delivered to, dynamic creative optimization (DCO) is the how and what you show them, according to one of its big proponents, David J. Moore, chairman of WPP unit Xaxis.

“Once you add that component to a digital campaign, the results are nothing short of amazing,” Moore says in an interview with Beet.TV. “Frankly, I don’t know why everybody isn’t doing it,”

WPP Group will roll out its brightest lights at Cannes, including CEO Sir Martin Sorrell and worldwide Creative Director John O’Keefe, for a panel highlighting the use of dynamic creative optimization, which enables advertisers to adjust branding and product messaging, images, pricing and other ad content in real time. Sharing the stage with WPP will be Jivox, a DCO provider to several hundred brands, media companies and creative agencies.

The number of display ad variations facilitated by DCO can be mind numbing. Moore cites as an example an ad that could have 15 different variables for which there are 15 buckets of content. “For some of these campaigns, you can have as many as four or five hundred thousand different variations of a display ad that is determined based on the user profile,” Moore explains.

On the video ad side, variations consist mainly of messaging superimposed over the top of the video itself. “Over time, you’re going to see real-time video being put together to accommodate a particular user with many more variations than ten or fifteen,” Moore says.

Moore is equally unequivocal about how Internet publishers should deal with people who use ad blockers. “If somebody’s blocking your ad, why are you letting them into your site? Let them go to the competition. The competition can’t monetize them either,” says Moore.

He suggests that publishers adopt the Internet Advertising Bureau’s DEAL construct: Detect ad blocking, in order to initiate a conversation; Explain the value exchange that advertising enables; Ask for changed behavior in order to maintain an equitable exchange; and Lift restrictions or Limit access in response to consumer choice.

“There’s a quid pro quo here,” Moore says. “You get free content in exchange for advertising.”

We interviewed him as part of our preview series “The Road to Cannes” presented by FreeWheel. Please visit this page for additional segments.

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Ashley Swartz <![CDATA[Commentary: The Different Economics of New and Old Media]]> http://www.beet.tv/?p=39373 2016-05-26T10:33:15Z 2016-05-25T16:19:23Z [...]]]> In this first episode in an editorial series called, “Building the Adaptable Media Enterprise,”  Ashley J. Swartz, CEO of  Furious Corp, talks about the operational cost models of traditional (old) vs digital (new) media.

The greatest challenge of media companies today is that many digital media companies or businesses struggle to establish and build sustainable levels of profit to fuel growth, she posits.

She dives into how the variable costs of serving a digital business cause companies to chase their tails, and how our investment models of early stage venture fuel a marketplace where digital companies are not likely to survive, but rather must be bought by traditional media companies to deliver returns to investors. The chasm between early stage start ups and publicly traded companies is vast and impacts today’s media value chain, according to Swartz.

This is episode is part of multi-part series co-published by Beet.TV and Furious Corp. called, “Building the Adaptable Media Enterprise.”

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Steve Ellwanger <![CDATA[BOA’s Paskalis Fears Ad Blocking Over Fraud, Viewability]]> http://www.beet.tv/?p=39371 2016-05-26T16:11:03Z 2016-05-24T22:40:44Z [...]]]> What keeps the Senior Vice President of Media at Bank of America up at night isn’t the fear of digital advertising fraud, transparency or viewability. It’s ad blocking, and Lou Paskalis says a main conversation at this year’s Cannes advertising confab must address a different approach to engaging with consumers.

Ad blocking, Paskalis says in an interview with Beet.TV, “is consumers telling us ‘we don’t want your inferior crap. Your inferior crap is interfering with my content consumption.’”

Contrary to what many advertising practitioners are espousing, Paskalis is convinced the answer does not rest on creating better quality ads with which to bombard people, particularly as they are engrossed with smartphones or tablets. He suggests taking a “clean sheet of paper” and a retrospective look at the advertising industry, given the advances in data and technology that yield insights into the mindset, motivations and “need state” of individuals.

“This is an amazing opportunity for marketers to think differently and we’re still taking an advertising mindset in there and I don’t think that’s going to work,” Paskalis says. “Consumers are desperately swiping ads away to get to the content they want.”

It’s no longer about advertisers sponsoring content that publishers have traditionally created, according to Paskalis. It’s about marketers creating relevant content and “thinking about products as solutions for customers’ needs. And it’s understanding the signals when the solution would be relevant to that consumer and prioritizing that.”

He believes that a lot of the conversation at Cannes is going to be about how to pivot from “the well-worn path that we’re on in terms of how we define return on advertising investment today” to a new set of return metrics. Paskalis advocates a move from a transaction mindset, particularly in digital, in which “in this interaction I want to sell you something to a relationship mindset where in this interaction I want to build our relationship stronger so that you’ll be more likely to transact with me at some point in the future. Taking a long-term view of the customer.”

We interviewed him as part of our preview series “The Road to Cannes” presented by FreeWheel.   Please visit this page for additional segments. 

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Steve Ellwanger <![CDATA[Initiative’s Magel Seeks Marriage Of Art And Science In Cannes]]> http://www.beet.tv/?p=39393 2016-05-26T16:10:23Z 2016-05-24T22:31:59Z [...]]]> As he walks the halls of the Palais des Festivals convention center at Cannes, Kris Magel hopes “to be inspired” by examples of how data are informing the best advertising work in the world.

As opposed to simply meeting with other executives who also have traveled to France for the annual creative pilgrimage, “I’m going to be taking time to see what’s being judged, to see what’s been entered into the awards and to understand how marketers are becoming more informed by the data that’s available to them,” Magel, who is president of U.S. operations for Initiative, the media strategy and investment unit of Interpublic Group, says in an interview with Beet.TV.

He wants to see how data has helped to inform strategies and creative approaches, along with real-time learning during campaigns about how audiences are responding. To Magel, “there’s no doubt that it has to be a marriage of art and science.”

Unlike being in the “box of media planning and buying” that began with traditional media, today’s agencies can be the primary marriage counselors at the table.

“Today I think the most valuable asset that we bring to the table is to unlock the power of a client’s data and to apply really sophisticated analytics to be able to inform a client’s communications strategy,” Magel says.

Agencies should be and can be a marketer’s most valuable analytics and consultative partner “with the ability to actually go into market and deliver on the recommendations that we make as opposed to just handing them off to be executed by someone else,” says Magel.

We interviewed him as part of our preview series “The Road to Cannes” presented by FreeWheel.   Please visit this page for additional segments. 

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Steve Ellwanger <![CDATA[PHD: Data + Creativity = Yin And Yang, Not A Struggle]]> http://www.beet.tv/?p=39387 2016-05-26T16:09:39Z 2016-05-24T22:22:34Z [...]]]> When Craig Atkinson talks about the contributions of data and creativity to advertising that is most effective in engaging consumers, he thinks in terms of Taoism, while some people perceive a struggle between the two.

“I think the reality is they have to work in a yin and yang kind of approach,” Atkinson, Chief Investment Officer at PHD, a unit of Omnicom’s OMD, says in an interview with Beet.TV. “How do we merge these incredibly powerful forces to make something that works better?”

In addition to what he terms “that big struggle” between data and creativity lies the task of figuring out more precisely the right amount of messaging that brands need and in what formats, for example still versus motion versus audio. In addition, how best to reach people across the media landscape.

“I think frankly we have maybe too many opportunities to find impressions and not so many connected examples of content that’s going to resonate in those spaces,” Atkinson says.

He considers the growth of ad-blocking solutions as yet another example of consumers taking control of what they’re seeing and how they’re experiencing it. The ad industry’s challenge is to build an experience that’s good enough so that consumers don’t want to turn it off.

“I think we’re a long way from that right now, but we’ve always said that the right way to do marketing and advertising is in a way that the consumers don’t think of it as marketing and advertising,” Atkinson says. “Ad blocking is just their way of saying ‘I’ve had enough of it.’”

While noting the opportunities that lie in brands being able to connect with people in the digital space where they are passionately talking about or experiencing something that they love, it poses a double-edged sword if not done well.

“It’s one of those Pandora’s boxes for us where we could go in as a brand and try to have a message and, if successful, we have exponentially greater response and return,” Atkinson notes. “However, the risk probably also goes up for it being not quite a fit and having consumers sort of scratching their heads…why is this brand trying to be part of my life?”

We interviewed him as part of our preview series “The Road to Cannes” presented by FreeWheel.   Please visit this page for additional segments. 

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Steve Ellwanger <![CDATA[Videology Sees ‘Moneyball’ Comparison In Unified Video, Television Audiences]]> http://www.beet.tv/?p=39358 2016-05-24T14:41:18Z 2016-05-23T16:00:11Z [...]]]> When people begin to equate digital video and television targeting to a hit Hollywood movie and things like “sabermetrics,” we know that things have changed in the TV world.

To Scott Ferber, Chairman and CEO of Videology, the software provider for converged TV and video advertising, being able to integrate Nielsen data with information about online and offline consumer behavior is the basis for such a show business comparison. The result—increasing concentration of certain targets and maximize the reach of those targets—is “kind of like how Billy Beane did it in Moneyball.”

For Videology, the comparison to the real-life use of empirical analysis to better choose professional baseball players (hence the term sabermetrics, a reference to the Society for American Baseball Research) is an apt one. The company was the first video platform to leverage Nielsen’s television and cross-platform panels to better inform audience targeting across digital video and TV.

In April, Videology announced that it has expanded its involvement with Nielsen by integrating audience segments from Nielsen’s eXelate unit. It represents yet another step in the journey away from trying to reach video and TV audiences using age old basic age and sex demographics.

In an interview earlier this month at the LUMA Partners Digital Media Summit during Internet Week in New York, where he was a speaker, Ferber cites companies like AT&T and Sky TV as having achieved unity with their digital video and TV offerings. Based on enhanced data integrations, buyers can purchase inventory in the Upfronts, the scatter market and the near real-time marketplaces.

“They can use this type of data to actually score the entire linear feed universe and digital video universe together. To package up all their assets and be able to sell it as a unified whole to a marketer is of great interest” to media companies, Ferber says.

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

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Steve Ellwanger <![CDATA[MediaLink: Brands See Addressable TV As Worthwhile But Seek Its Position in Planning]]> http://www.beet.tv/?p=39341 2016-05-23T10:07:03Z 2016-05-23T10:07:03Z [...]]]> While brand marketers are thinking about addressable television advertising in a variety of ways, one thing is consistent: the desire to measure an increase in return on investment for their TV spending.

“There has to be some ability for them to measure back the value of that TV investment” via media mix modeling or other means, Matt Spiegel of MediaLink says in an interview with Beet.TV. “If they don’t have that connectivity they’re not really trying it because the CPM just doesn’t make sense to them,” says Spiegel, who is SVP & GM, Marketing & Technology Solutions at the strategic advisory and business development firm.

While there are “certainly plenty of marketers using addressable television and seeing it as a worthwhile investment,” exactly what position addressable TV holds in the planning process is still up in the air. In other words, does it come first? Does it replace TV dollars or digital budgets? Is it the last step in the planning process?

“There is no consistent answer,” Spiegel says. “Every marketer is thinking about this a little differently, trying to find that cost benefit ratio. But what we do know is that everyone is saying that precision marketing is the goal.”

Citing the categories of automotive and finance, which were early adopters of addressable TV, Spiegel adds that some consumer packaged-goods brands might question the direct transaction involved but “there is a really good opportunity to influence purchase intent and again measure that in a retail environment.”

Given that younger generations don’t subscribe to cable TV packages to the same extent as their elders did, some people wonder how this trend will impact the future of addressable TV. To Spiegel, it boils down largely to semantics, which he simplifies by using the term “the business of TV.” All that will matter is that marketers have a consistent view and consistent planning mechanism to reach the people watching video across screens.

“Addressable TV will be a part of that ecosystem, but I certainly wouldn’t look at it as linear-specific is actually the focus. It’s more about how do I make that distribution point smarter,” Spiegel says.

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

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Steve Ellwanger <![CDATA[Initiative’s Magel: Goodbye Age/Sex Demos, Hello Passion And Partners]]> http://www.beet.tv/?p=39332 2016-05-23T10:05:30Z 2016-05-23T10:05:30Z [...]]]> Having long said goodbye to digital and television media buys based purely on age/sex demographics, the more pertinent parameters are now passion and partnerships. So says the president of U.S. operations for Initiative, the media strategy and investment unit of Interpublic Group.

“I don’t think we’ve made a decision about linear TV buying or digital buying based on age/sex demographics in many years,” Kris Magel says in an interview with Beet.TV. “What’s really fascinating in the business these days is that there’s a wealth of data available now for us to go a lot deeper than we could in the past.”

This deep dive typically involves building proxies for the target audiences of Initiative’s clients with first- and third-party data and marrying it with information from set-top boxes and digital device usage. “As a result, we’re able to identify areas of passion and develop strategic partnerships with linear TV and digital companies,” Magel says.

To Initiative, if a client has a specific customer audience totaling anywhere from one to perhaps four million, addressable TV ads “can be very useful,” according to Magel. For clients with a much larger target audience, “Addressable can be useful but I think it’s better to go to market with a combination of addressable, which is pure and very measurable, and also a larger, scaled approach using high-composition audience buying,” Magel says.

Magel has inured himself to the claims and counter claims of digital and TV media sellers during the ongoing Upfront presentations—whether it’s the “death” of linear TV or the “dings” associated with the viewability of some video offerings. These days, it’s less about why a certain TV has been scheduled for 8 o’clock on a particular night than it is the new data products that sellers can bring to the table.

“At the end of the day, the truth of the matter is it’s one very large robust video marketplace and today more than ever it’s critical that our clients are taking a holistic approach to video,” Magel says. “If you are using just linear or just digital you’re missing a large portion of your audience.”

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

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Steve Ellwanger <![CDATA[Upfronts Should Be More Than A Once Yearly Ritual, Dentsu Aegis’ Mike Law]]> http://www.beet.tv/?p=39315 2016-05-23T10:06:48Z 2016-05-20T14:44:38Z [...]]]> Dentsu Aegis Network sees the annual television Upfront rituals as less a once-yearly negotiating stint with media sellers than an ongoing conversation about how to unlock more consumer targeting data and find the proper balance between TV and digital video.

Like other media buyers, the company still “lays a base” with TV buys during the Upfronts, according to EVP, Video Investment Mike Law, but the bigger picture is more important.

“The upfront is very much about supply and demand, but it’s not a two week cycle and we’re done,” Law says in an interview with Beet.TV. “How do we set some framework and ground rules around how we’re going to grow” things like addressable TV advertising.

Law echoes the sentiments of other buy side executives when expressing optimism about the growth of addressable TV, citing the expansion and/or emergence of targeted ad solutions from the biggest cable providers. “By the end of this year you could see upwards of 50 million homes that have full addressable access,” Law observes.

Likewise, “close to a dozen” data providers have come on the scene to supplement what used to be one or two companies helping to inform the targeting of addressable TV ads.

“The combination of audience scale plus scale of data has made addressable a much broader offering to more industries,” Law says, noting that Dentsu Aegis Network has used addressable ads for General Motors.

Addressable ads are typically targeted to “most likely very active consumers, people who are more intent to make the purchase,” Law says. What’s particularly attractive is the ability to overlay a 30-second commercial, one with a slightly different creative message than other households are served, with a call to action, as in “If you need more information, click here,” says Law.

The desire to achieve the proper budget allocation between digital video and TV is causing “a lot of churn” in the marketplace, with dollars going back and forth between mediums as marketers continue to experiment, according to Law. The other component is figuring out what kinds of creative work best on which viewing platforms.

“I think we’re spending as much time thinking about what’s the balance between TV and digital video and once you’re in that digital video space, what’s the right creative message and how do we do that better,” Law says.

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

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Steve Ellwanger <![CDATA[Carat’s Doug Ray: Progress On Currency Brings Multichannel Confidence]]> http://www.beet.tv/?p=39304 2016-05-20T00:42:56Z 2016-05-20T00:42:29Z [...]]]> In what he sees as an “unprecedented” television UpFront negotiating season this year, the U.S. CEO of media agency Carat sees more TV budgets migrating to venues like online video and believes his company will work with fewer providers to extract the most value in the marketplace.

Doug Ray says the current UpFront buzz centers on network TV ratings erosion and broadcasters holding back inventory because of audience “make-good” guarantees they’ve had to fulfill. Less premium inventory will mean higher prices.

“At the same time, we’re seeing consumers migrating to multiple different platforms and clients are getting much more comfortable thinking about multi-channel, multi-platform,” Rays says in an interview with Beet.TV.

The heightened comfort level is due in part to industry progress on solving currency issues, with the availability of Nielsen’s Online Campaign Ratings and comScore’s Validated Campaign Essentials, among others. And then there are more comparisons of the performance of linear TV with other video platforms.

Ray says Carat looked at 50 brands and has data showing that, on average, online video delivers about a 50% higher return on investment than linear television yet television continues to deliver significantly more volume contribution—by a factor of four to six times.

“We’re finding about 20 percent to 30 percent of TV dollars should be spent on online video and when optimized like that we’re seeing on average a 15 percent improvement in total sales,” Ray says. He adds that during the UpFront season, Carat probably will engage in “fewer, bigger, deeper partnerships” to continue to extract the most value from sellers.

“When I say that, it’s not just about saving money. It’s about getting more value out of the partners we work with,” Ray says.

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

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Robert Andrews <![CDATA[Four Reasons FreeWheel Is Buying StickyADS: Rooke]]> http://www.beet.tv/?p=39296 2016-05-20T19:38:16Z 2016-05-18T23:01:19Z [...]]]> The video ad-tech roll-up continued this month, as Comcast-owned premium video ad-tech vendor FreeWheel announced it was acquiring France-based server-side platform (SSP) StickyADS.

StickyADS offers premium publishers software to build, run and operate their own private exchange. So why did FreeWheel buy?

“We knew we had to become a full-stack provider to enable our clients to not only transact through traditional direct sales but also transact through automated channels as well,” FreeWheel’s revenue chief James Rooke tells Beet.TV in this video interview. “The fastest way to accelerate our client needs was to make an acquisition of an SSP.”

He goes on to state four reasons he picked StickyADS specifically:

  1. “If you look at what they’re doing in Europe with clients like TF1, they share a very similar philosophy in terms of wanting to solve for the TV ecosystem.”
  2. “From a product standpoint, we’re massively complimentary – we focus on traditional direct sales, they focus on more automated channels.”
  3. “We have a strong presence in the US, StickyAds is a very well known brand and has deep entrenched relationships there (in Europe).”
  4. “They share a similar operating discipline to us, a similar culture, way of doing business.”
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Robert Andrews <![CDATA[Emerging: ‘Offline Retargeting’, Marrying Physical And Digital, Bannerconnect’s Geenen explains]]> http://www.beet.tv/?p=39290 2016-05-18T00:09:37Z 2016-05-18T00:09:37Z [...]]]> SEVILLE — By now, people know all about ad retargeting – the practice through which ads for products you have viewed online follow you around the web.

But what if those products followed you out of a store, through the shopping mall and in your car home after a visit to your local shop?

That’s what Bannerconnect strategy director Tim Geenen is getting excited about.

“The project that we’re currently running is about connecting the dots,” he tells Beet.TV in this video interview. “So how do you join offline and online data, how do you connect the virtual and the physical world?

“There’s new technology on the market and we started playing around with it like we always do, and we were actually able to identify people that walked into a store – not only identify them but also reengage with them later.

“That’s called offline retargeting. And this is still very early stage, but first results look very promising, and, from a technology point of view, we’re just happy we made it work.”

Bannerconnect, a programmatic ad-tech company headquartered in the Netherlands, was acquired by WPP’s Xaxis back in 2014.

 

 

 

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

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Robert Andrews <![CDATA[Viant And Time Inc: ‘More Synergies Than We Expected’]]> http://www.beet.tv/?p=39286 2016-05-17T10:02:13Z 2016-05-17T10:01:54Z [...]]]> SEVILLE — Back in February, the remnants of MySpace ended up located at Time Inc,when the publisher acquired Viant, the advertising data company that was the latest owner of the once-mighty social network.

But Time’s interest was about more than social. It was buying Viant because of its considerable bank of first-party data about consumers, also including in its Vindico, Specific Media and Xumo units.

The pair planned to pool that data to help advertisers better target consumers. And Jeremy Haft, sales VP at Viant, says the pair are pooling more than they planned to.

“The synergies between the two companies are actually beyond our initial expectations,” he tells Beet.TV in this video interview.”

Haft says marketers’ key challenge is figuring out how to target consumers, no matter what device they happen to be using.

“A lot of marketers and advertisers are looking for data-driven capabilities and the ability to tie those data-driven capabilities to targeting actual people as opposed to the cookie world that the industry has been used to for the past decade or so,” he says.

“A lot of them are still falling on the old KPIs and proxies of click-through rates.”

 

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

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Steve Ellwanger <![CDATA[OMD’s TV Chief Geraci: Addressable will Come with Scale]]> http://www.beet.tv/?p=39216 2016-05-16T23:37:15Z 2016-05-16T23:37:15Z [...]]]> Reflecting on recent Upfront presentations by media companies to advertisers and their agencies, television advertising veteran Chris Geraci sees more price parity between TV and online video while acknowledging that premium pricing is warranted in certain instances.

Geraci, who is President of National Video Investment at the OMD unit of Omnicom, cites as memorable Upfront events those of Hulu, Google Preferred and Condé Nast—a mixture of traditional and new media offerings. He says media owners did a good job of presenting their content in the environment in which it’s meant to be viewed.

Google Preferred stood out for “presenting some of their super popular talent in an environment that I think lent itself to the kind of excitement that they get against that younger demographic,” Geraci says in an interview with Beet.TV. One sign of how far the online search giant, via its acquisition of YouTube, has progressed with online video is that advertising holding company Interpublic recently said it would move $250 million of its ad budget earmarked for TV to YouTube’s Google Preferred ad program, FORTUNE reports.

Now that TV stalwarts like Geraci are involved across the spectrum of video choices, it’s harder for media sellers to command premium prices without pushback.

“Pricing has changed a lot, certainly now that you’ve got more folks like me and my team involved in it,” Geraci says. “You can’t necessarily get away with a super premium price point versus traditional television. There’s too many of us now who are seeing both sides of the marketplace.”

Nonetheless, Geraci says an argument can be made that certain online video content could warrant a premium.

“If you’re able to sort of cordon off the best stuff online and say that this premium group of online videos is within the consideration set for traditional television budgets and there is price parity across it, then I think it’s better for both sides,” Geraci says.

With regard to addressable TV advertising, Geraci says he wishes the industry by now had achieved what Canoe Ventures set out to do in 2010: enable marketers to target TV households based on their specific desires. He believes more scale is needed because of the costs involved in piecing together addressable ad buys cable system by cable system.

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

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Robert Andrews <![CDATA[Taboola Cites 1 Billion Users On Road To Personalized Web]]> http://www.beet.tv/?p=39274 2016-05-16T23:18:28Z 2016-05-16T23:18:28Z [...]]]> If Taboola wanted to show the industry the scale it has amassed, it is certainly now using some very big numbers to do so – comScore Media Trend data it republished today suggests the content discovery tech vendor is becoming gargantuan.

  • 200m+ mobile-only and 810m+ desktop users, totalling more than 1b monthly users.
  • “Every American internet user sees Taboola at least 70 times a month.”
  • “The platform reaches 95.3% of the 15+ year old demographic.”

Taboola comScore data

Founder and CEO Adam Singolda says this is putting Taboola in some pretty big company.

“You have search type of advertising – everything else is becoming one long feed,” he says. “The biggest feed in the world is Facebook. According to the report announced today, Taboola is the second-largest feed.”

But, whilst Taboola today powers content discovery on news articles for publishers and marketers, Singolda also seems to be imagining a world beyond discovery in-place, to one where personalization algorithms make for a customized, individual web.

“I truly envision a future that is completely personalized,” he says. “I wake up in the morning and, instead of me trying to figure out what I’m supposed to be looking for to be entertained, informed and educated, all of that is coming to find me.

“We’re building a new category called discovery. It’s going to take time to build this industry to become mature.”

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Robert Andrews <![CDATA[comScore’s Chasin Puts The Meter In The Router]]> http://www.beet.tv/?p=39265 2016-05-16T00:47:34Z 2016-05-16T00:47:34Z [...]]]> SEVILLE — When comScore launched in the 1990s, it began measuring consumers’ internet browsing habits by installing a software monitor on their PC.

Times have changed. A lot. With devices proliferating, online life is no longer about the computer in the study – so comScore is making a move to capture everything, with a new product called Total Home Panel.

“We’re moving the measurement from the machine out to the router,” chief research officer Josh Chasin tells Beet.TV in this video interview.

“You put a router meter in a household, and now you can measure, from the same household, all the computers, all the phones, all the tablets, but also all the watches, all the smart watches, all the OTT devices.”

The move will give comScore much better insight in to how households really use the modern internet – at least, at home.

Chasin says it means, one day, comScore will probably report on usage of connected thermostats, Sonos music speakers and more.

Because not all TV is online yet, comScore, which recently merged with TV measuring agency Rentrak, plans to put a TV monitoring meter in half of Total Home Panel households, giving it a deeper viewer in to broad media consumption.

 

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

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Robert Andrews <![CDATA[Cross-Screen Measurement Is Priority #1: comScore’s Bhatia]]> http://www.beet.tv/?p=39263 2016-05-16T00:46:56Z 2016-05-16T00:46:56Z [...]]]> SEVILLE — As consumers’ media time has fragmented across a smorgasbord of different devices, comScore is amongst the agencies racing to catch up, by allowing media companies and advertisers to track holistic experiences.

“When we talk to our clients, the number one ask is the ability to be able to track and report their audiences and their advertising across all the different platforms,” according to Manish Bhatia, chief product officer, in this video interview with Beet.TV.

To that end, comScore, with a heritage in digital measurement, recently merged with Rentrak, the TV measurement outfit, leading to what Bhatia calls “a more homogenized, more integrated product” in the next few months.

Beside cross-screen, viewability is Bhatia’s main challenge, having built in a number of ad tools for buyers, plus brandishing a Kantar partnership to work on the problem.

We have a partnership with them outside the US,” Bhatia adds, “where an advertiser can run an ad “campaign and between the two companies, we can track, ‘Did it run?’, ‘Where did it run?’, ‘Who saw it?’, then ‘What happened after the ad ran?’, and that means both the branding impact, and also, any sales lift that resulted from that ad.”

 

 

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

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Robert Andrews <![CDATA[Algorithms Will Revolutionize Audience Targeting: TubeMogul’s Schreiner]]> http://www.beet.tv/?p=39240 2016-05-13T10:54:59Z 2016-05-13T10:54:59Z [...]]]> SEVILLE — We’ve heard a lot about the supposed transition from “mad men to maths men” – but what if the real transition is straight to software?

Increasingly, computer algorithms are beginning to take on many of the functions of ad targeting and buying themselves.

One company where that’s happening is TubeMogul, whose programmatic video platform lets buyers buy video ads in real-time, through automation.

“Because we now have this cross-screen planning engine, we’ve used it as a research tool,” says TubeMogul’s research VP Taylor Schreiner, in this video interview with Beet.TV.

“We’re watching how much of an advantage it can be when you use algorithms to find consumers wherever they want to be.

“It’s surprising even to us. The impacts are on the order of 20, 30, 40% of the value of your media if you’re using algorithms versus trying to do this kind of work manually. It’s going to be a revolutionary change in the industry.”

Targeting is great. Next up is discovering the real impact of messages consumed by the audiences marketers reach, Schreiner says.

 

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

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Robert Andrews <![CDATA[Stop Experimenting With Video Ad Budgets: Quantcast’s D’Souza]]> http://www.beet.tv/?p=39231 2016-05-13T10:50:01Z 2016-05-13T10:50:01Z [...]]]> SEVILLE — The time for playing around with small change is over – it’s time to put your hand in your pocket and put real money on the table.

That’s what one ad-tech exec says about the manner in which ad buyers have thus far approached the two biggest emerging media channels – mobile and video.

“Marketers have thought about video and mobile as experimental,” Quantcast operations VP Adrian D’Souza tells Beet.TV in this video interview. “In the next two to three years, I see it all coming together:

  • “Roughly, desktop will represent 50% of spend. Half of that will be for display, half of that will be video.”
  • “Mobile will represent the other 50% – half of that in display, half in video.”

“For marketeers and media sellers alike, it’s really important to get these experimental budgets out in to the mainstream and focus on a comprehensive product mix that services all the needs.”

Quantcast is the digital measurement company that helps advertisers find audiences. Last year, it launched “search-powered audiences”, allowing brands to anticipate consumer intent, and its “audience grid” technology, making available consumer usage, purchasing and car ownership data for targeting purposes.

 

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

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Robert Andrews <![CDATA[Europe Lags US By Three Years On Mar-Tech: Neustar’s Van der Hoeven]]> http://www.beet.tv/?p=39233 2016-05-13T10:45:05Z 2016-05-13T10:45:05Z [...]]]> SEVILLE — It is a generalization to say, but the usual order of technology adoption goes: US, Europe, Asia-Pacific. In marketing-technology, Europe is certainly lagging the States, according to one analytics supplier.

“Compared to US, Europe is one, two, maybe three years behind,” according to Lucien van der Hoeven, the EMEA MD of MarketShare, acquired by Neustar last year.

He acknowledges the region is “catching up fast” with “marketing technology penetrating the market”, but admits: “Nobody knows where to start – with a DMP, attribution, market-level? They need a lot of guidance in Europe.”

Par for the course, the UK leads the top EU-5 nations for programmatic video spend, according to IHS numbers cited by eMarketer.

Van der Hoeven says US firms need to understand that “EMEA” is not really one region but a collection of disparate countries, where companies each have their own operations, strategies and chiefs.

“Getting a company to work tighter is a more holistic thing,” he says. You need to convince all local decision-makers to get things right.”

Van der Hoeven has convinced the UK division of auto maker Audi to work with Neustar on media optimisation and customer incentives, working together for the last year and a half, he says.

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville.

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Robert Andrews <![CDATA[Euro Brands Slower To Pull Ad-Buying In-House: AppNexus’ Sagness]]> http://www.beet.tv/?p=39235 2016-05-13T10:38:40Z 2016-05-13T10:38:40Z [...]]]> SEVILLE — As ad-tech platforms continue to rise up, the lingering question is: Will newly-empowered brands now decide to take on many of the functions they previously outsourced to ad agencies?

Whilst that appears to be happening sporadically, it won’t happen so fast in Europe, says one ad-tech exec with a read on the trend.

“As we see marketers bringing more media buying in-house in the US, we’re still going to see that in the big markets across EMEA – but generally not to the same extent that we see across that Atlantic,” says AppNexus EMEA advertisers and agencies VP Owen Sagness, in this video interview with Beet.TV

“People need to partner more with their agencies. Their agencies have the scale. In many cases, they’ve got the trade desks already in place. They’ve got volume discounts. There’s a lot of benefits they can bring to the marketer.”

Sagness says European markets lack the kind of scale the single US market boasts. For AppNexus, he sees an opportunity in video advertising. After a troubled start, the company last year rebooted its video ad offering.

“With YouTube having closed off and become more of a walled garden, Facebook has backed away from LiveRail, there’s a real opportunity in the market for someone to grab hold of the video segment,” he claims.

“We’ve launched an open marketplace that has a lot of out-stream video, allowing us to work with new publishers, as well as traditional in-stream video.”

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

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Robert Andrews <![CDATA[Marketers’ Key Challenge: Measuring Impact, Says Xaxis’ Patil]]> http://www.beet.tv/?p=39238 2016-05-13T10:49:00Z 2016-05-12T13:34:28Z [...]]]> SEVILLE — Data, data everywhere. But now the top priority is making sense of it all. That continues to be one of the biggest challenges for modern marketers, says an agency’s programmatic exec.

Group M’s Xaxis data intelligence VP Kedar Patil tells Beet.TV, in this video interview, the top imperative is “how to capture them and tie it back to media exposure”.

Problem is, in a multi-device world, “each of those kinds of data exist in silos”. The compulsion, then, is to “put it in one unified format”, Patil says.

Collecting data is one thing. But mapping audience data to business outcomes is the next thing. “To figure out those links … helps tell that story better,” Patil adds.

Xaxis recently launched a programmatic ad sales solution for radio in the APAC region, and named Millennial Media’s Bob Hammond as its technology chief.

 

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

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Robert Andrews <![CDATA[FCC Cable Box Reforms Make Data-Driven TV Urgent: Simulmedia’s Morgan]]> http://www.beet.tv/?p=39229 2016-05-12T12:03:41Z 2016-05-12T10:10:52Z [...]]]> SEVILLE – Government regulation “FCC 16-18” may sound innocuous enough – but the implications of the Federal Communications Commission’s decision to open up set-top box hardware will be far-reaching.

The rule would compel cable companies to offer their programming not just over their own boxes but through those of third-party vendors, too.

One ad industry veteran things that is going to shake things up – and quickly. “This is going to have enormous implications for all advanced TV advertising,” according to Simlumedia CEO Dave Morgan, pointing to three big changes:

  1. “We’re going to have a lot more devices out there that have data and that you can address at.”
  2. “A lot of pressure’s going to be put on television networks to change the revenue mix. They’re going to have to rely on TV advertising much more.”
  3. “It’s going to put a lot of pressure on brands and buying agencies who are going to have to embrace this new way of buying very quickly. This order is going to go through in two years.”

Morgan’s Simulmedia helps advertisers place ads through new TV platforms, paying on guaranteed business outcomes.

“They’re world is going to change on them whether they want it or not,” Morgan adds. “If they don’t start availing themselves of data-driven TV advertising today, they’re going to be caught flat-footed.”

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

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