Beet.TV The root to the media revolution 2016-09-29T19:43:50Z http://www.beet.tv/feed/atom WordPress Robert Andrews <![CDATA[Brands Must Optimize Quick Creative Mobile: Yahoo’s Revenue Chief]]> http://www.beet.tv/?p=42416 2016-09-29T19:43:50Z 2016-09-29T19:43:50Z [...]]]> COLOGNE — Advertisers have got better at using data to derive real meaning from campaigns – now they need to improve the way they port their messages to new platforms.

That’s according to the woman who runs revenue at recently-acquired Yahoo.

Lisa Utzschneider tells Beet.TV: “We’ve become much more sophisticated over time about how to turn it in to actionable insights.” But Yahoo’s chief revenue officer thinks buyers still have a ways to go in another key department.

She details surprising a global brand marketing chief recently by explaining how his company was shovelling TV spots on to smartphones.

“It was almost a wake-up for him,” she explains. “His brand team was taking 15-second TV ads and just transferring them on a mobile phone. It doesn’t transfer very well from a consumer experience perspective.

“We’ve worked closely with that marketer on creative optimization – very simple things like ‘have your brand front-and-center within the first three seconds’. As a marketer, you don’t get much time to make an impact.”

That advice echoes the kind of message rival Facebook is also trying to give creative agencies – for mobile, where attention spans are shorter, ‘cut to the chase’.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Robert Andrews <![CDATA[Performics’ CEO Targets Intent And Consumer Demand]]> http://www.beet.tv/?p=42427 2016-09-29T19:27:48Z 2016-09-29T19:27:48Z [...]]]> COLOGNE — Marketers’ imperatives have changed a lot. That’s why media agency holding group Publicis recently brought together many of its disparate capabilities together in to a new division, Performics, focused on executing performance-based media outcomes across the board.

Performics’ CEO Michael Kahn says the agency covers a range of advertising channels:

  • Biddable
  • Programmatic
  • Search
  • Social
  • Mobile
  • Display
  • Direct-response
  • Direct-response TV

For him, the reason marketers want this is down to a fundamental shift.

“We’ve moved in to a post-awareness world,” he tells Beet.TV in this video interview. “Having brand awareness simply isn’t good enough.

“Now you have to understand the intent behind their actions. You can then capture and convert it in to revenue from a relationship. Marketers want to drive performance everywhere.”

After brand campaigns have lit up initial consumer interest, Kahn talks passionately about finding and acting on that consumer intent with something a little stronger.

“We’ve created a proprietary planning process called intent-based planning – our data-infused approach to understanding the consumer journey… how intent is expressed and the places we can capture that intent,” he says. And Kahn’s not stopping there:

  • “We’ve created a proprietary research centre with Northwestern University called the Intent Lab.”
  • “We’re publishing quarterly digital satisfaction index surveys and studies.”
  • “We want to own the conversation and dialogue around the diagnosis of capturing consumer intent.”

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Robert Andrews <![CDATA[Wraparound Ads Blend Impact With Sensitivity: Sublime Skinz Founder]]> http://www.beet.tv/?p=42421 2016-09-29T19:14:52Z 2016-09-29T19:14:52Z [...]]]> COLOGNE — Print media are used to wraparound ad formats, which see brands take over the front and back pages of newspapers or magazines.

Online media are also catching up to a format that can both retain the primacy of the original product and offer brands big-league impact.

You may have seen more and more websites offering background wraparound sponsorships. So what’s so good about the idea?

“The CTR is very high, more than 2.7%, with very big viewability,” according to Marc Rouanet, founder of SublimeSkinz, one of the companies offering the ad format. “It’s impactful, but non-intrusive for the user – you can (continue to) see the website.”

Paris-based SublimeSkinz was founded in 2012 and took a $5m investment last year from ‘s Isai venture firm. Now it has offices in London, San Francisco and New York, and has grown from just six staff at the start to 75 around the world. Next up, plans to open up in Asia-Pacific.

But popularizing these formats will depend on getting the various networks and ad-tech software platforms understanding what a wraparound skin really is, and how to trade it.

“We are the first company to put skins on all the DSP platforms,” Rouanet assures. “Now more than 50% of our turnover comes from programmatic. With just one technical element, we can put skins on all the websites.”

 

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Robert Andrews <![CDATA[Industry’s Appetite For Vertical Video Is Rising: Opera’s Yang]]> http://www.beet.tv/?p=42412 2016-09-29T19:07:13Z 2016-09-29T19:07:13Z [...]]]> COLOGNE — Once upon a time, video was a landscape format. Now the rise of new platforms and services means we have square and even mobile-sized vertical to contend with.

But what may be difficult, at first, for creative agencies to adjust for can end up being desirable to buyers and sellers alike.

“On the publisher side, there’s  been demand for vertical video advertising,” says Opera Mediaworks global publishing partnerships EVP Nikao Yang in this video interview with Beet.TV. “A lot of these mobile-first publishers are creating content for mobile-first and it makes sense.

“Advertisers have found a lot of great success by advertising with Snapchat and want to take that same creative outside of Snapchat on mobile-first platforms like Wishbone and Musica.ly.”

The Opera browser’s media sales division has not been sitting at the sidelines. Its systems now have vertical capability and the company was involved in a vertical ad for Unilever’s Lynx that was nominated at the Digital Impact Awards.

“Vertical video is a really important part of our playbook … driven by the needs of our advertisers, communicated int he latter half of this year and for 2017,” Yang adds.

 

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Robert Andrews <![CDATA[Addressability Is A Double-Edged Sword: FreeWheel’s Heller]]> http://www.beet.tv/?p=42404 2016-09-29T14:40:57Z 2016-09-29T14:22:12Z [...]]]> COLOGNE — For some, it’s the holy grail of television – the ability to reach individual TV viewers with customized messages, overcoming the inefficiencies of mass reach. But is this addressable TV all it’s cracked up to be?

For Jon Heller, the opportunity is a mixed bag. “It’s a double-edged sword,” the co-founder of video ad-tech vendor FreeWheel tells Beet.TV in this video interview.

“I still want scale. If I have a very small, finely-targeted audience and I’m using a television experience to reach them, I’m not sure those things line up perfectly.”

For Heller, whilst the idea of specific reach sounds great, the reality can be trickier. “It’s very hard to reach a large number of adventure-travelling macramé aficionados,” for example, he says.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. For more Beet.TV coverage of DMEXCO, please visit this page.

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Robert Andrews <![CDATA[Half Of Ads Are Mistargeted: Facebook Atlas’ Webb]]> http://www.beet.tv/?p=42409 2016-09-29T14:20:33Z 2016-09-29T14:20:33Z [...]]]> COLOGNE — It’s one of the biggest problems in advertising, even though many ad-tech vendors think they have solved the issue.

“On average, anything from 40% to 60% of ads are served to the wrong audiences,” according to Stephen Webb, the EMEA regional director for Facebook’s Atlas ad server platform.

“Which is why men are getting served mascara ads, why OAPs (old-age pensioners) are getting served student loan ads. Solving that problem is what we focus on.”

Webb didn’t cite a source for his assertion. But everyone recognizes when a deliberately-targeted ad misses its target so spectacularly. It’s jarring.

Webb thinks Facebook’s Atlas can show the way ahead. And it recently signed deals with Nielsen Catalina Solutions, Oracle Data Cloud, Visual IQ and Neustar to help advertisers understand cross-device audiences better.

“Digital advertising has evolved around the cookie,” he tells Beet.TV. “It’s being challenged by consumers moving on to multiple devices, the cookie doesn’t work. Many companies are trying to make sense of that conundrum.

“We’re taking a fundamentally different approach to that. Because we’re able to leverage insights from the Facebook audience, we’re able to join together clicks, interactions from a digital campaign, and tie it back to that Facebook audience. We’re able to show advertisers people-based metrics.”

 

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Robert Andrews <![CDATA[Sky Enables Dynamic Soccer Ads In Germany: Meininger]]> http://www.beet.tv/?p=42406 2016-09-29T14:01:37Z 2016-09-29T13:57:26Z [...]]]> COLOGNE — Now that Sky’s German and Italian operations are part of the same Sky Europe entity, the continental outposts’ activities are benefitting from technology developments led by the pay-TV and telco company’s UK division.

Case in point – Sky Deutschland is now enabling dynamically-inserted ads – a technology which allows broadcasters to swap out default ads for custom-targeted ones on-the-fly – against its top-tier domestic and continental soccer programming.

“So far, we didn’t monetize the (online) linear live streams of Bundesliga and Champion’s League,” Sky Media Germany digital products director Peter Meininger explains in this video interview with Beet.TV.

“When it was only 2% or 3% (of total viewing) on top, it was okay. As we have gained 15% of the usage of the programme on the OTT programme, we want advertisers to pay for that.

“With dynamic ad insertion, we are proud to do that. It gives us a lot of new media inventory.”

Sky Deutschland holds live linear rights, across platforms, for top-tier soccer – shown on both standard TV and the SkyGo app, just as it does in the UK.

Sky has previously told Beet.TV it plans to roll out several of its digital ad services – including AdSmart for addressable TV and AdVance for cross-device sequencing – from the UK to its other territories.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. For more Beet.TV coverage of DMEXCO, please visit this page.

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Steve Ellwanger <![CDATA[Hybrid Dynamic Ad Insertion Scales Well For Huge Audiences: Adobe’s Foster]]> http://www.beet.tv/?p=42395 2016-09-29T02:20:23Z 2016-09-29T02:18:52Z [...]]]> COLOGNE-While dynamic ad insertion is hardly a nascent concept, there is a debate over the merits of executing it solely with server-side technology. Adobe, whose Primetime technology NBC used for the Summer Olympics in Rio, believes it’s not simply an issue of client or server side.

“There are major benefits and tradeoffs with server-side ad insertion,” Campbell Foster, Director of Product Marketing for Adobe Primetime,” said in an interview with Beet.TV at the DMEXCO conference and exposition in mid-September. “One of the major issues with server side is that it isn’t IAB compliant.”

Foster also cited a lack of “real device interactivity,” for example with Roku or on an Android device, wherein “you have really high-value ad units but are using buttons or anything on the client, the device itself.”

This is why NBC opted for Adobe’s hybrid client- and server-side solution “which no one else in the industry is using right now,” Foster explained.

“For real big events, really big concurrent audiences, anything at massive scale using a hybrid server side and client side approach tends to scale really well,” said Foster. “For the first time we’ve seen more than a million concurrent viewers and over a million concurrent ad insertions.”

While dynamic ad insertion is not a new concept, “What’s new is the scale over IP,” Foster said. Replacing broadcast ads on the fly “when you have millions of concurrent viewers is really hard to pull off.”

Adobe also has planted its flag in the virtual reality space, just in case the technology isn’t just another passing fad. It’s adding 360-degree video editing capabilities to its Creative Cloud and, on the delivery and monetization side, new device-side software support for VR environments as well as VR ad insertion.

In addition, it’s readying for dynamic object insertion, wherein objects within the VR environment can be replaced with other objects, for example a can of beer instead of Coke depending on the audience being targeted.

Foster was interviewed for Beet.TV by Ashley J. Swartz, CEO of Furious Corp.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Steve Ellwanger <![CDATA[Post Acquisition, StickyADS.tv To Offer Solution For Competitive Ad Separation]]> http://www.beet.tv/?p=42376 2016-09-28T16:43:39Z 2016-09-28T16:43:39Z [...]]]> COLOGNE-As it gains traction around the globe following its acquisition by FreeWheel, StickyADS.tv is preparing to release a solution to facilitate the competitive separation of ads. Meanwhile, its CEO & Co-Founder sees technology that makes video ad blocking more difficult as providing a stepping stone to linear programmatic television.

In an interview with Beet.TV at their European client summit, ahead of DMEXCO, Herve Brunet said market consolidation is working in the company’s favor as its relationship with FreeWheel pays big dividends.

A key point to FreeWheel/StickyADS.tv’s differentiation is that it’s the only platform solely dedicated to publishers. “Which is a good guarantee for publishers. We’re being totally neutral and we’re helping our customers,” Brunet said.

StickyADS.tv customers seek more control of their inventory as they make more of it available to the programmatic world. “So what we’re doing is creating a safety layer, which basically makes sure the creatives are clean, that the buyers are vetted and controlled and making sure that everything is compliant with the business rules the publisher has,” said Brunet.

The issue of competitive separation—preventing ads for two competing companies running back-to-back in the same pod—is difficult to monitor and prevent given direct-sold campaigns and programmatic campaigns running together. “We will soon be releasing a feature that addresses this industry problem,” Brunet said.

Broadcasters are tackling ad blocking in a “holistic” fashion, by using video ad stitching, “where you actually glue together the content and the ads as part of the same stream,” said Brunet. “Once you do this it makes ad blocking very difficult”. “We’re addressing ad blocking with an infrastructure solution which is going to serve other purposes.”

We spoke with Brunet at the recent FreeWheel European summit in Cologne presented along with StickyAds.tv. Please visit this page for additional videos from Beet’s coverage.

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Steve Ellwanger <![CDATA[Periscope’s Liz Ross: Unlearning The Holding Company, Mastering Snapchat]]> http://www.beet.tv/?p=42387 2016-09-28T15:06:05Z 2016-09-28T15:06:05Z [...]]]> When she was the Global CMO of IPG Mediabrands, if Liz Ross had suggested creating a client advertising campaign that quickly disappears, she might have been shown the door. But as the President and CEO of Periscope, that concept has been a smash success in the independent agency’s work for Trolli gummy candies.

Periscope’s groundbreaking work using Snapchat for Trolli is a good example of what Ross describes as the need to “unlearn” what she had learned in the holding company world. What better way to do that than with the ephemeral Snapchat?

“As a marketer, it’s hard to wrap your brain around the idea that you’re going to launch something and it’s going to vanish. But that’s exactly what happens,” Ross says in an interview with Beet.TV. “One of the things we’re doing with our clients and employees is encouraging everybody. You gotta try this stuff. You gotta use it. You can’t just intellectualize it, you can’t read a white paper on it.”

Trolli’s partnership with NBA star James Harden was aimed at tweens and included geo targeting. Snapchat now uses it as a case study of how best to use its platform. “It was really edgy work,” Ross says.

Going from one of the largest industry holding companies to an independent agency in the Minneapolis-St. Paul area required a complete mental reset for Ross. “The best thing I can tell you is that I spent my career inside of a holding company and I’ve almost had to unlearn what I knew,” she says.

Inside of a holding company, “You’re part of a team and the construct is all about mitigating risk. In an independent, we can formulate it in a way that we believe makes sense to answer client needs,” says Ross.

Before the digital advertising age, large agencies would boast about their clout when it came to negotiating media buys, while small shops claimed they could get great deals because of their size. Interestingly, that theme still applies.

“We can actually make deals from a media buying standpoint that we believe the holding companies have a harder time striking,” Ross explains. “Because once they give that deal to WPP or Omnicom, they end up having to give that deal to everyone.”

The same reasoning—size isn’t everything—also applies to data and technology, according to Ross.

“If you look at what the holding companies have done, they have built those trading desk solutions on the backs of third-party software. We can do that too. The barriers to entry are quite low,” says Ross.

One of her favorite citations is from futurist Alvin Toffler about how the illiterate of the 21st Century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn.

“We are in this age where you have to keep learning and unlearning, and that’s exactly what I’ve had to do as an independent,” says Ross.

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Steve Ellwanger <![CDATA[GroupM Connect Is WPP’s ‘Unifier’ In Real-Time Media Space]]> http://www.beet.tv/?p=42366 2016-09-28T01:57:45Z 2016-09-28T01:57:45Z [...]]]> COLOGNE-WPP Group hasn’t wasted any time incubating GroupM Connect, its digital agency platform specializing in real-time and biddable media. In two years it’s grown to more than 2,000 people and made a number of acquisitions because “We firmly believe that anything that can be bought programmatically going forward will be,” said Ruud Wanck, Worldwide CEO of GroupM Connect.

GroupM Connect’s raison d’être is to the drive the transition of GroupM into the real-time media investment management space, Wanck explained in an interview with Beet.TV at the annual DMEXCO conference and exposition in September.

“We wanted to create one unifier where we’re putting all the company specialists in a single place and environment to really drive that transition from regular media investment management to real-time media investment management,” Wanck said.

Asked for his view of the continuing rise of advertising that is bought programmatically, Wanck acknowledged “a lot of fuzz around programmatic” but boiled it down to a simple Wall Street analogy.

“Go back to the stock exchanges with people running around with ticker tapes. Those people now have different roles,” Wanck said.

GroupM Connect has developed its own technology layer and acquired other capabilities. Upon deciding it didn’t want to be dependent upon digital pipes created by publishers, it acquired The Exchange Lab primarily for its Proteus programmatic technology. Similarly, GroupM Connect scooped up Greenhouse Group in The Netherlands. Greenhouse is now the company’s digital and real-time services layer in Benelux.

Wanck clears away any confusion about programmatic advertising by pointing out that it’s not a new channel or medium being created.

“It’s much more an underlying development that’s changing all of these media, the way they are being bought and how consumers see them,” Wanck said. “We see programmatic in that sense much more as a foundational layer.”

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Steve Ellwanger <![CDATA[New Digital Ad Best Practices Can Calm Consumer Chaos: IAB’s Rothenberg]]> http://www.beet.tv/?p=42371 2016-09-28T11:27:50Z 2016-09-27T21:10:29Z [...]]]> During its first dozen years or so of existence, the Internet Advertising Bureau helped create digital advertising standards. But more recently, digital players have pursued extreme differentiation in their offerings, unleashing “chaos” that helped spawn problems like ad-blocking technology, says IAB CEO Randall Rothenberg.

“It was industry standards, including things like the IAB standard ad unit portfolio, that built the foundation of the digital advertising industry,” Rothenberg says in an interview with Beet.TV at the organization’s annual MIXX conference in Manhattan. “But for the past six or seven years, there’s been a move away from standardization and toward customization in advertising and marketing.”

The prevailing wisdom has been that digital companies “need extreme differentiation” to prove their worth, which is understandable, Rothenberg says. “You need to be provocative, you need to be different. But it also injects chaos into the system” in the form of intrusive advertising.

With the advent of ad-blocking software, “the consumer has been reacting to this chaos like nobody’s business. It’s an alarming trend. The entire industry, from marketers to agencies to publishers, are scared to death of it,” says Rothenberg.

What the industry needs to understand is that rational standards are necessary for companies to be not only effective but also efficient. “That efficiency travels down from the marketers all the way to the consumers,” notes Rothenberg. “They don’t want to be barraged with an enormous amount of chaos. They want to have things that are comfortable for them.”

Hence the recent formation of the Coalition for Better Ads, an amalgam of associations—including the ANA, IAB and 4A’s—and companies like Axel Springer, Google, News Corp. and The Washington Post.

“All of them are really eager to join together and create new best practices and even technical standards relating to improved user experience,” says Rothenberg. “So we’re very excited about that and think that’s the next stage, the next place the industry needs to go.”

At worst, Rothenberg concludes, advertising needs to be benign. “Just don’t get in the way. But at best advertising should be informative, entertaining, uplifting. And I think there’s a hunger for that now,” he says.

This video is part of Beet.TV’s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk.   Please find additional videos from the Conference here. 

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Steve Ellwanger <![CDATA[Addressable Gives Broadcasters More Yield, Optimization Control: Videology’s Block]]> http://www.beet.tv/?p=42356 2016-09-27T19:26:48Z 2016-09-27T19:26:48Z [...]]]> COLOGNE-As a former tech staffer at ITV in London, Jon Block knows the many challenges facing linear television broadcasters as they plunge into the addressable space. So it is with a fair amount of confidence that the VP of Product & Platform, EMEA, at converged TV and video advertising software provider Videology declares an industry crossroad.

“We’ve reached an inflection point because broadcasters have finally caught up with agencies and their thinking around the need for addressability and the need for audience targeting,” Block says in an interview with Beet.TV.

Agencies were the first to move because they are innovative and had direct relationships with their marketer clients. “Broadcasters are absolutely catching up, using same technology as agencies have been using,” Block says.

In so doing, broadcasters have taken back some control of yield management and optimization from agency buyers with “the ability to target campaigns to particular audiences across multiple devices and optimize how you run those ads.”

The path from linear to programmatic is a subject “close to my heart,” Block concedes. In the roughly one year since he joined Videology, the company has signed on to work with broadcasters like Sky, AT&T, and Bell Media and Rogers in Canada.

One of many challenges of replacing linear ads with dynamically inserted, targeted ones from third parties is to do it without running afoul of guidelines. Examples include ads for alcohol and gambling and those not deemed to be child-friendly.

This is why Videology recently formed a technology partnership with Clearcast, the company that pre-clears advertising copy for the UK’s major commercial broadcasters. “When broadcasters are choosing whether to approve third-party ads to run in their ad breaks, we automatically make calls out to the Clearcast API and see the clearance information about the ads,” Block explains.

Among other things, Videology needs to be able to guarantee that it can fill a given ad break with a mix of ads that the broadcaster sold directly and with those from third-party demand sources, all of them in a compliant fashion.

“It’s absolutely brilliant to be part of that project,” Block says.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Steve Ellwanger <![CDATA[Programmatic Creates Value For Zero-Rated TV Spots: Videology’s Tigg]]> http://www.beet.tv/?p=42352 2016-09-26T20:47:34Z 2016-09-26T20:46:17Z [...]]]> COLOGNE-The biggest obstacle to the availability of addressability in programmatic linear commercial television spots is the convergence of data, not technology, says Videology’s John Tigg. As a result, so-called zero-rated TV spots represent lost revenue and profit opportunity for broadcasters.

Zero-rated spots are a byproduct of traditional panel-based television audience measurement wherein there isn’t perceived to be sufficient audience behind a given spot for it to have value, according to Tigg, who is SVP, Enterprise Solutions, EMEA at Videology.

“When you bring programmatic technology into the space, however, you can identify who that audience is and you can identify the person behind each individual spot,” Tigg says in an interview with Beet.TV. “If you can do that you can give it a value. Because suddenly you understand the audience.”

There is an abundance of zero-rated inventory through both over-the-top channels and the traditional linear TV space. “What programmatic technology can do is make that available for trading against audiences, and therefore there’s an immediate revenue and margin opportunity for broadcasters to take hold of today,” Tigg says.

A big misconception about addressable TV is that it is all about reaching niche audiences, Tigg says. “It’s about bringing data to much larger audiences and understanding the relationship between those audiences and outcomes for TV advertisers,” he says.

In the United States, roadblocks to the growth of addressable TV often include the reluctance of individual media sellers to open up their inventory and the data surrounding it. There are other factors at play in Europe.

“In each individual market, particularly across Europe, we see lots of different technology approaches to trying to make addressable TV a reality,” Tigg says. “We see one approach in the UK, we see a slightly different approach in France than we see in Germany.”

While the UK has a “very progressive attitude toward the collection and understanding of data and the application of data for advertising,” Tigg explains, in markets like France, Germany and Netherlands there is a combination of local legislation that makes it “very difficult or very complex for broadcasters to both collect data and use it.”

The existence of differing technologies and regulations “makes the process of creating standards around addressability that much more difficult for broadcasters,” Tigg says.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Steve Ellwanger <![CDATA[Furious Corp.’s Swartz Reflects U.S., EU Disparities At DMEXCO]]> http://www.beet.tv/?p=42335 2016-09-26T14:33:33Z 2016-09-26T14:28:43Z [...]]]> COLOGNE-If anyone doubted that DMEXCO has become a huge, must-attend event, that was dispelled by the presence of the “big dogs.” Companies like Accenture, IBM, Oracle and SAP had a major presence here this year, “Which I think speaks volumes,” says Ashley J. Swartz.

In addition to being the Co-Founder & CEO of Furious Corp., the inventory and supply chain management company serving premium publishers, Swartz is a long-time contributor to Beet.TV. She’s also a regular at DMEXCO, so when she uses words like “holy madness” to describe the gathering of some 1,000 exhibitors and 45,000+ attendees, her roundup of the two-day event is worth noting.

What struck Swartz as noteworthy—and perhaps cautionary—this year is the ratio of noise to signals emanating from the digital advertising and media ecosystem. She sensed a divide between what the “old school” marketing, email, conversion and clicks crowd was saying and that of the marketing automation and marketing cloud providers, AKA the big dogs.

“It’s kind of what those big dogs bring, they come out and just talk about business,” Swartz says in an interview with Beet.TV at the conclusion of DMEXCO. “There’s not a lot of lexicon and vernacular that is digital marketing or advertising. They’re just talking about moving a P&L. “Which I think is very interesting and speaks to where we are as an industry or maybe where we need to go.”

She cites the expectation from U.S. attendees that tried-and-true issues like digital ad viewability, fraud and virtual reality technology would be omnipresent. As The Wall Street Journal reports, there is a resurgence of marketer doubt about digital advertising transparency. “But there’s not a lot of talk about fraud or viewability within the booths themselves,” Swartz notes. “I’ve only seen those on panels. It’s not front and center.”

Another disparity is the interest that U.S. players bring to DMEXCO regarding addressable and programmatic television advertising. “This conversion of television and video reaching audience, addressability, set-top box data, I’m not sure that Europe really cares about that,” says Swartz. Maybe Sky does, but a third of its audience is on its digital platform.”

And while U.S. companies have been fairly obsessed with “big data,” things are different in Europe. “Every DMP has a booth here,” Swartz says. “But yet we know that the EU privacy laws are much more restrictive and that big data is not so big. It may be a little short in Europe.”

Her overall conclusion: the industry needs to focus less on each new emerging “metric” and more on “how our clients perform and how we service them and the value that marketing and advertising provides.”

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Steve Ellwanger <![CDATA[Intermarkets’ Requidan: Buyers Seek Access And Clarity In Private Marketplaces]]> http://www.beet.tv/?p=42320 2016-09-26T00:16:53Z 2016-09-26T00:16:53Z [...]]]> WASHINGTON, D.C.-When you are a publisher serving more than 50 political buyers across some 200 different political campaigns and receiving one trillion bid requests monthly, ad tech only goes so far. “We have to be able to understand what’s happening,” according to Erik Requidan, VP of Programmatic at Intermarkets.

“Let’s say a bidder is bidding 10 million times for your inventory and they’re only winning a million times. You’ve got a problem there. This is where your humans come in,” Requidan said during a panel discussion at the recent Beet.TV summit on politics and advertising.

Election seasons are typically a win for Intermarkets, whose publishing portfolio includes The Drudge Report and The Political Insider. “We’ve always been a tier one buy for all sides because we’re able to reach a lot of the audiences like independents and a lot of the different blocks that help to win elections,” said Requidan in response to a question from panel moderator Matt Prohaska of Prohaska Consulting. Another attribute is the publisher’s 90% direct-site navigated audience, more than double that of most sites.

Nevertheless, there is no easy cruising to victory from one election cycle to the next given the pace of change in the programmatic world. “We started a lot of this hard work nearly three years ago,” Requidan noted. “You had to take all of your tech and make sure all the pipes match, you have to be able to make sure there are no restrictions on how a buyer can access your inventory.”

On the subject of private marketplaces, Requidan described a diversification of programmatic and premium programmatic executions driven by buyers seeking “access and clarity” they have not gotten from the open marketplace. The range of options spans “your traditional storefront private marketplace deals” to private transactions “around deal ID’s” to header integrations “where you can provide clarity around price point or spend and access, and it’s a fair auction and everyone understands that what they’re buying is what they’re buying.”

Amid all of this change, one of the biggest challenges is explaining a publisher’s differentiation to media buyers, according to Requidan.

“By design we built a unique ad tech stack which buyers are curious about,” he said. “We actually use an ad server that most of the marketplace does not.”

You are watching videos from Beet.TV politics and advertising summit presented by OpenX along with Intermarkets. Please find additional videos from the series here.

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Steve Ellwanger <![CDATA[Italy’s RCS Can Sell All Of Its Video Inventory Directly, But Programmatic Adds Efficiency]]> http://www.beet.tv/?p=42300 2016-09-26T00:09:42Z 2016-09-26T00:09:42Z [...]]]> COLOGNE-Most newspaper publishers might be satisfied with regularly selling out their digital video inventory via good old-fashioned direct sales, particularly if they’ve managed to survive for well over 100 years. Nonetheless, Italy’s RCS MediaGroup sees the importance of programmatic sales to help monetize video content in a rapidly changing media landscape, said Simone Branca, Head of Marketing, Digital Advertising.

“It doesn’t matter the channel you want to use to buy my inventory,” Branca said in an interview with Beet.TV. “We have to be flexible to be able to provide you the solution you need in this moment.”

Two major digital and offline properties of RCS—the leading newspaper publisher in Italy and Spain—are Corriere della Sera (founded in 1876) and La Gazzetta dello Sport (1896). “We are used to being sold out every week,” said Branca of his video inventory.

But at the same time, “the landscape is changing very quickly and we are trying to integrate in a very efficient way a programmatic strategy to monetize as best as possible our video inventory,” Branca added.

As part of its programmatic rollout, RCS contracted with StickyADS.tv just under three years ago. The results to date, according to Branca, “have been very, very positive,” enabling the publisher to become increasingly sophisticated about its products and solutions.

In the Italian CPM hierarchy, RCS is “at the top of the chain,” Branca explained. “What we’re trying to do is avoid overlapping between the two channels, programmatic and direct,” he said, while keeping pricing aligned.

Branca is hoping that more advances in technology will make ad serving across devices more seamless and enable him to better follow his audiences, although he believes it’s important to remember that “Simone Branca is always one brand. It doesn’t matter the device he’s using at the moment.”

We spoke with Branca at the recent FreeWheel European summit in Cologne presented along with StickyAds.tv. Please visit this page for additional videos from Beet’s coverage.

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Steve Ellwanger <![CDATA[Header Bidding Surfaces Value Of ‘Every Single Impression’: OpenX’s Van Ullen]]> http://www.beet.tv/?p=42315 2016-09-26T00:04:40Z 2016-09-26T00:04:40Z [...]]]> WASHINGTON, D.C.-Quality and scale of audience are key to most political advertising campaigns, according to the VP of Business Development at OpenX. “The quality component is really key for buyers because we’re no longer in a world where we’re just trying to buy the audience across any type of content. Ad effectiveness on quality content is key,” Julie Van Ullen said during a panel discussion at the recent Beet.TV summit on politics and advertising.

“Our goal is really to get away what historically has been a guesswork model or demographic-based model around content to an impression-by-impression model across all screens and all app formats,” Van Ullen said in response to a question from panel moderator Matt Prohaska of Prohaska Consulting.

Political buyers in particular seek scale primarily because the audiences they wish to target are niche in nature, Van Ullen explained.

Having created the concept of header bidding—which allows multiple demand-side sources bid for the same publisher inventory at the same time, with the aim of surfacing the best prices—OpenX initially sought to better value inventory and ensure that everyone was competing for it at the proper level.

“But what it’s also done is given insight to publishers about the value of every single impression that runs through their site,” Van Ullen explained. “Rate cards that are ten, fifteen years old are all of a sudden being looked at a bit differently.”

Brands’ first-party data can be layered on top of “any given publisher or the entire OpenX Ad Exchange” and facilitate guaranteed deals at scale, according to Van Ullen.

Asked to describe the future of supply side platforms, Van Ullen said that far from becoming extinct as some headlines have suggested, they must evolve out of necessity.

“The traditional idea of mediating a daisy chain of demand partners that can make pages load slowly and doesn’t really facilitate dynamic competition on an impression-by-impression basis is kind of on its way out,” Van Ullen said.

Companies that fail to make the transition to a direct-to-DSP buying world and still rely on ad networks, and arbitrage and mediation might not survive.

“In a truly RTB world, where you need to be fast in order to transact on an impression level, you can’t be arbitraging, reselling or mediating,” Van Ullen said. “I think some of those models are problematic and you can see them having trouble evolving at this point.”

You are watching videos from Beet.TV politics and advertising summit presented by OpenX along with Intermarkets. Please find additional videos from the series here.

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Robert Andrews <![CDATA[Ooyala Combines Ad-Tech For Higher Publisher Yield: GM Braley]]> http://www.beet.tv/?p=42326 2016-09-25T23:51:31Z 2016-09-25T23:43:47Z [...]]]> COLOGNE — One source of ad demand is good, multiple sources all facing off against each other is better.

That’s why video ad-tech platform Ooyala has combined its Pulse ad server and programmatic toolset to let publishers pool demand sources for better effect.

Ooyala’s programmatic GM Scott Braley says the reboot is called a “Holistic Ad Decisioning” platform.

According to the press release: “With a unified view of both direct and programmatic inventory, ad operations (ad ops) teams can sell inventory for over-the-top (OTT) and video-on-demand (VOD) content, live events, as well as IAB-standard video units for mobile and in-stream display across the entire array of sales channels, including direct-sold, private marketplaces (PMPs), open marketplaces and private deals.”

Why does this matter? “It lets you integrate all the programmatic demand you get from a typical SSP (supply-side platform) in to the ad server at the time of the impression.

“It will optimize between direct-sold campaigns, how we’re pacing against the different direct components and what we can achieve in the marketplace. We think it’s going to drive up premium CPMs for publishers.”

Asked what percentage improvement this technique will bring to publishers’ effective cost per thousand impressions, Braley says: “Anywhere between 15% to 25% is what we’re shooting for.”

But he acknowledges it won’t be easy bringing those publishes around. The big broadcasters he is targeting have historically been concerned about programatic trading devaluing their inventory. So Ooyala wants to softly bring them aboard.

“There’s a highly consultative element to this. There’s whole new thinking around ‘How do I think about impression allocation?’,” Braley says. “There’s a high degree of learning that’s going to be required.” In short, broadcasters will be in control: “We’re going allow you to let programmatic compete a little bit or a lot.”

This interview was conducted by Furious Corp CEO Ashley J. Swartz.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Steve Ellwanger <![CDATA[Data, Not Tech, Constraining Programmatic For Political Campaigns: comScore’s Davidsen]]> http://www.beet.tv/?p=42308 2016-09-25T23:40:05Z 2016-09-25T23:40:05Z [...]]]> WASHINGTON, D.C.-Two major ways that political advertising campaigns differ from those of brand marketers are the “Super Bowl” effect of intense competition and the detailed CRM databases the campaigns have at their disposal. But true programmatic TV buying won’t be available until the 2020 presidential election, not owing to a of lack of technology but to media sellers coveting their rate cards, says the VP of Political Technology for comScore.

In a panel discussion earlier this month at the Beet.TV summit on politics and advertising, Carol Davidsen described the Super Bowl analogy in response to a question from moderator Matt Prohaska of Prohaska Consulting.

“Most media buying campaigns, it’s just a media buying campaign,” Davidsen said. “But here there’s an actual competition between two sides, so people really treat it that way and are always looking for a competitive edge, especially as we get closer and closer to election day.”

Davidsen worked for the Obama presidential campaign in 2012, giving her unique perspective on how streamlined the process of using data to build a media plan has become. Back then, it took many months. “Today if a campaign came to us, we’d be able to get them up and running building media plans with reach and frequency data in a matter of a couple of days,” Davidsen said.

She described as “platinum level” the quality of CRM data available to political campaigns. “Coke, when they’re going after their prospective customers, they don’t have a list of their name, their data of birth, address, who they live with, what elections they’ve shown up to, what donations they’ve made,” Davidsen observed.

She predicted that by the 2020 cycle, at least 70 to 80 percent of political campaigns will be using data to target audiences beyond standard age and sex demographics. There will be true programmatic at that point, not because technology will have improved but because there will be more transparency surrounding the pricing of TV inventory.

“There’s absolutely zero technology limitations at this point that’s stopping programmatic TV,” said Davidsen. “What is blocking is inventory sellers try to maintain close ownership of their rate cards and what they’re willing to sell stuff for.”

This has become less of an issue due to the reporting requirements mandated by the Federal Communications Commission and reported on its website. “Companies like comScore scrape all of the information, match it to our viewership information and we’re actually able to project the low and the high of most inventory sellers’ rate cards,” said Davidsen, “and this will only get better and better over time.”

In her view, it’s “contracts and handshakes that are stopping programmatic from being fully effective.”

You are watching videos from Beet.TV politics and advertising summit presented by OpenX along with Intermarkets. Please find additional videos from the series here.

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Robert Andrews <![CDATA[VR Is Next Up For Brands’ Customer Experience Focus: Adobe’s Vittal]]> http://www.beet.tv/?p=42295 2016-09-23T11:20:22Z 2016-09-23T11:20:22Z [...]]]> COLOGNE — Virtual reality is no longer in the future, it’s here and now – figuring out what that means is the next step.

To Suresh Vittal, the new VR immersion is a big deal, but also merely an extension of an approach companies should already have been heeding.

“Brands can achieve sustainable competitive advantage from focusing on the consumer experience,” the Adobe Marketing Cloud marketing VP tells Beet.TV in this video interview.

“It’s not about the product we sell anymore, it’s about the consumer’s experience – buying and using the product. The product is just along for the ride.”

Publishers like The New York Times, USA Today, Washington Post, Sky News, Facebook and YouTube are now gaining traction for their 360-degree and virtual reality video productions, with some of them hoping advertisers come along for the ride.

But the possibilities for VR branding are even greater – and more complex – than they are in the 2D world.

“VR creates yet another font of data,” Vittal reckons. “It’s very granular – every movement, every clenching of the fist, every emotion the individual expresses. VR is an amazing opportunity to bring rich experience.”

This interview was conducted by Furious Corp CEO Ashley J. Swartz.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Robert Andrews <![CDATA[Rubicon’s Sears Sees Orders Boom, TV Far Away]]> http://www.beet.tv/?p=42293 2016-09-23T11:09:51Z 2016-09-23T11:09:51Z [...]]]> COLOGNE — For one of the leading programmatic advertising technology outfits, it’s been a summer of announcements.

Rubicon Project was tapped by Spotify to automate audio ad inventory, by an alliance of four leading US news publishers, by Flipboard to launch a mobile ad marketplace, and even launched an Olympics-themed ad marketplace with multiple publishers.

For Jay Sears, Rubicon’s SVP of marketplace development, “programmatic” has evolved far from the early days of real-time bidding and auction-based buying.

“Everybody needs to look at the private market, and understand how that’s truly different from the auction market,” he tells Beet.TV in this video interview. “That’s a much more comfortable entry point for a lot of participants.”

Sears says the advance “orders” business is growing, and claims to operate what is now “the third largest mobile marketplace in the world”.

But in-roads to the biggest advertising medium of all remain slow. “We’re early in the cycle when it comes to television automation,” Sears concedes, joining the many in the industry who are coming to realize disrupting TV won’t be so straightforward.

“Its a long roadway ahead … where you add value, how it all gets measured, what the currency is.”

This interview was conducted by Furious Corp CEO Ashley J. Swartz.

 

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Steve Ellwanger <![CDATA[As Brands Seek End-To-End Consumer Engagement, Trust Looms Large: Publicis’ Jacob]]> http://www.beet.tv/?p=42285 2016-09-23T10:57:38Z 2016-09-23T10:57:38Z [...]]]> COLOGNE-As more brands strive to harness technology to create end-to-end solutions for reaching their prospects, the issue of trust looms large. Digital ecosystem realities like ad blocking are “absolutely a wakeup call that you need to be responding to as a client,” said the CEO of the EMEA region for Publicis Media.

As he attended the annual DMEXCO business exposition earlier this month, Iain Jacob noted in an interview with Beet.TV that “The big thing really is the convergence of the digital world with the physical world.”

The industry is continually exploring technologies that allow that convergence to happen smoothly and in an integrated fashion. Like other agency networks, Publicis is using artificial intelligence, mainly for performance clients, seeking to establish business use cases proving the technology’s contribution to the bottom line.

Meanwhile, virtual reality is an “absolute place where there’s an interface between the physical and digital world,” Jacob said. Publicis client Samsung is a big VR player with its Samsung Gear VR, while client Mercedes-Benz has used 360° technology to preview new models. FORTUNE reports that one video places users in the passenger seat of a Cabrio driving through Miami with street dancers and other experiences happening around them, which they view through the vehicle’s open roof.

Then there is the task of winning peoples’ faith. “One of the big things also is emerging is trust and do consumers trust the ecosystem they’re dealing with,” whether it’s a chat bot or Amazon’s Alexa interface, Jacob said. “We’ve developed a program around looking at how consumers trust the digital ecosystem. It starts to pull out things that we need to address such as ad blocking and safe content.”

The use of ad-blocking technology tests every brand that wants to engage with consumers within that ecosystem. “I think it puts a real emphasis on the creativity, the experiences you’re bringing to people,” said Jacob. “You will be blocked if you’re creating boring, irrelevant, interruptive stuff.”

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Robert Andrews <![CDATA[‘I Invented Header Bidding’: Now O’Kelly Is Making Marketing Programmable]]> http://www.beet.tv/?p=42274 2016-09-23T11:07:41Z 2016-09-23T10:51:18Z [...]]]> COLOGNE — Thank Brian O’Kelley for the new-wave way that publishers are maximizing yield by tapping in to multiple demand sources.

In the words of the AppNexus CEO himself: “I invented header bidding back in 2009.”

Using that technology, publishers don’t have to be hemmed to selling their space through just one ad exchange, they can take bids from multiple exchanges at once.

“The first iteration was more complex for the browser to render,” O’Kelley tells Beet.TV in this video interview. “We’re seeing more technically-savvy ways of implementing header bidding.”

Whilst that may be bearing fruit for publishers, O’Kelley has additional ideas. AppNexus acquired Yieldex two years ago and is now making in-roads in predictive ad trading.

“We took the forecasting and intelligence of Yieldex and built an ad server around it,” he says. “We are able to us Yieldex forecasting, which is used by tens of the largest publishers in the world, to decide better which impression to serve to the user. We see significant increases in price and sell-through over other ad servers in terms of overall yield.”

What’s next, however, is not just yield but more logic. Many readers may be familiar with IFTTT and Zapier, online tools that let consumers make conditional connections between otherwise-connected services (for instance, when Kim Kardashian emails me, flash the kitchen light red).

O’Kelley sees the same “programmable” logic coming to ad trading. “The world is becoming programmable,” he says. “It allows you to layer in logic. We’re doing the same in marketing technology.

‘(For instance), ‘if a user comes to my website and doesn’t come back for three days, then do these things’ – that’s a program … for user messaging and decisioning. We’re going to launch a brand new buying platform built on our own programmable technology.”

 

 

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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Steve Ellwanger <![CDATA[Use Of Mobile, Machine Learning Can Generate ‘Return On Individuals’: Zenith’s Bonori]]> http://www.beet.tv/?p=42281 2016-09-22T18:48:30Z 2016-09-22T18:45:05Z [...]]]> COLOGNE-It’s a fantastic time to be a media agency, according to Zenith Global Brand President Vittorio Bonori. The flip side is that clients’ business models are “under attack,” a situation that the right uses of technology can help to overcome.

“Sometimes when we refer to technology it can really seem as something really cold and detached from human beings,” Bonori said in an interview with Beet.TV earlier this month at the DMEXCO conference and exposition. “I think on the opposite, smart usage of technology especially through mobile devices can really create much better experiences between brands and consumers.”

Bonori’s viewpoint comes shortly after ZenithOptimedia forecast that mobile would overtake desktop to become the primary internet advertising medium in 2017—a year earlier than previously forecast. ZenithOptimedia described the 95% growth of mobile ads in 2015 and its prediction of 46% for 2016 as “a blistering pace.”

As it turns out, brands and consumers have something in common. The former needs to understand how to improve the way they reach consumers, while the latter “are looking for more relevant and personalized kind of communication and services,” Bonori said. “That’s why mobile can really play a fundamental role within this journey.”

Having positioned itself as the “return on investment” media agency—or in Bonori’s words, “return on consumers”—Zenith has a dedicated artificial intelligence and computer science department that looks at each client’s specific needs to help create “one-to-one communication at scale.”

Bonori noted that there is no shortage of technology and perhaps “a redundancy” of it. “What we are trying to do is design something really personalized in order to unlock potential new growth for these clients,” he said.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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