Death Of TV Is Greatly Exaggerated: GroupM’s Rob Norman

COLOGNE — Some digital media transitions aren’t that pronounced and TV isn’t such a problematic medium after all, says one of the leading ad agencies’ top digital thinkers. “It’s very easy … to take a view that the fast-streaming, uninterruptable, buffer-free, over-the-top experience is the actual experience of humans at large – it turns out not […]

 
 

Brightcove’s New Player Fights Ad-Blockers

AMSTERDAM — Video technology vendor Brightcove last week unveiled Perform, a new service offering publishers its HTML5 video player with analytics, content protection and ad insertion built in. One other feature signifies a war on the ad blockers: “By being able to circumvent ad blockers, we allow you to capture that 30% to 40% of […]

 
 

Programmatic Video ‘Three Years Behind Display’: Videoplaza’s Muehle

AMSTERDAM – So-called “programmatic” techniques for controlling and targeting online ad trading are already revolutionizing sales of static display ads; but video is later to the ad-tech party. Display has been like this for a while. Video is two to three years behind,” London- and Stockholm-based video ad platform Videoplaza‘s director David Muehle tells Beet.TV in […]

 
 

Programmatic Display Is Dress Rehearsal For Video: Trade Desk’s Green

COLOGNE — Static display banners may have been the first ad format to undergo the “programmatic” ad-trading revolution – but the spending there will be dwarfed by video’s adoption of the techniques, says one exec working in the field. “Display is essentially the dress rehearsal. Television and video is where all the money is at,” buy-side […]

 
 

Xaxis’ Turbine Differentiated By Data: Grether

COLOGNE — GroupM’s programmatic ad-trading technology division Xaxis reckons its recently-announced Data Management Platform (DMP) – codenamed Turbine – one-ups rivals’, as video advertising booms. “We built it from the ground up … it allows us to get data that only we can have access to,” Xaxis global COO Mark Grether tells Beet.TV in this […]

 
 

Some Clients Beat Agencies To Programmatic Video: Adap.tv’s Sherlock

COLOGNE — Advertising agencies usually act proactively to seek opportunities for their advertiser clients. But, in some parts of the world, advertisers may be dipping toes in programmatic trading waters unilaterally. “We’re still yet to see a lot of the actual agencies grab hold of programmatic, it’s been more run out the trading desks,” says […]

 
 

Mobile Video Ads Must Go Short And Get Out: Supersonic’s Salins

COLOGNE — TV ads may need to be re-cut in half before they are simply shovelled in to mobile apps, says one executive working at the sharp end. “The idea of putting a 30-second TV spot as a pre-roll or a CPV video in mobile is dying,” says app advertising group Supersonic’s European MD James […]

 
 

Asia-Pacific’s Diverse Range for Programmatic: Xaxis’ De Rijk

COLOGNE — Advertisers expect an extension of quotas governing television content to soon encompass online video, dampening digital advertising prospects. “There will be a big change in the video landscape in China in the coming months,” Xaxis Asia-Pacific MD Michel de Rijk told Beet.TV in this video interview at DMEXCO. “The Chinese government steps in pretty […]

 
 

Carat’s Rhind Welcomes Better Video Segmenting

COLOGNE– Bigger scale and smaller segments are helping entice advertisers in to the online video space, says media planning agency Carat. In this video interview with Beet.TV at DMEXCO, global chief digital officer Anthony Rhind welcomes moves by big platforms to satisfy buyers’ wishes for more specific targeting of large audiences. “Facebook is bringing video formats […]

 
 

Total Transparency Can Hinder Ads: Xaxis’ Moore

COLOGNE — Ad buyers are increasingly calling for outright and advance understanding over where they place ads. But, in the data frenzy, you can know too much, suggests WPP’s Xaxis chairman David Moore. “There’s a lot of misconception about transparency,” he tells Videology CEO Scott Ferber in this video interview at DMEXCO for Beet.TV. “A lot […]

 
 

RTL-SpotXchange Deal Validates Programmatic: SpotXchange’s Merwin

COLOGNE  — Programmatic video ad tech platform SpotXchange says its sale of a stake to broadcast group RTL is a “huge validation” of the space, as it aims to take the new-wave ad-trading techniques to a much wider audience. “We’ve got better control, better insights – but we’re only touching less than a tenth of the total pie […]

 
 

Google’s Chip Hall Reveals ‘The Programmatic Playbook’

COLOGNE, Germany – Google’s DoubleClick Ad Exchange buyer development head thinks he has the recipe to create “a very nice virtuous cycle where every (ad) impression is smarter than the last”. Chip Hall calls it “the programmatic playbook, and he tells Beet.TV about the five steps in this video interview… “Understanding your customer – that […]

 
 

Unlocking European Video Harder Than Display: BrightRoll’s Mitchell

COLOGNE, Germany — Switching on “programmatic” control of ad trading in video won’t be as straightforward as it has been in static display advertising, says one European video ad tech exec. “It has a complexity to it that display didn’t,” says BrightRoll European MD Andy Mitchell, in this interview conducted at the DMEXCO conference. “Display, press […]

 
 

Quality Supply Holds Back Video Advertising: Videology’s Eisenstein

COLOGNE, Germany — Online video advertising won’t boom until better quality video content exists to encourage TV advertisers in to the medium, according to a video ad tech platform exec. “There are various factors holding us back,” Videology global media director Jana Eisenstein said during a Beet.TV session produced at DMEXCO, moderated by Ashley J. Swartz.. […]

 
 

Ad-Tech And Creative Learn To Speak Same Language: Xaxis’ Schlickum

COLOGNE, Germany — In an advertising world that is increasingly enamored with mathematically-advanced methods of targeting messages, it may be easy to overlook the industry’s underlying creative necessity. But the two are not mutually exclusive, says a chief from WPP’s data targeting division. “I’m definitely starting to see the creative agencies within WPP engage more […]

 
 

Programmatic Will Boost, Not Decrease, TV Ad Value: Mondelez’ Bough

COLOGNE, Germany — The injection of “programmatic” ad-trading automation and control in to linear TV will likely increase, not diminish, the value of traditional TV ads, says one of the world’s top marketers. “All of a sudden, certain media slots on linear (will) become way more valuable,” snack food brand Mondelez International’s global media and consumer […]

 
 

IPTV Even Better Than Mobile For Music’s Vevo

COLOGNE, Germany –  Mobile better, IPTV best. That’s the equation for music video brand Vevo. Whilst mobile viewing has boomed for the service, which is the modern inheritor of MTV’s crown, the lounge is a more engaging space. “We’re pretty well 50/50 (viewed) mobile and other devices,” Vevo international SVP Nic Jones tells Beet.TV in this […]

 
 

Too Much Math, Too Little Meaning: Publicis’ Tobaccowala

COLOGNE, Germany — As “maths men” take over from “mad men” on advertising’s Fifth Avenue, the new cult of data is proving to be too all-consuming, says one advertising veteran. “We may be losing the plot – too much math, too little meaning,” says DigitasLBi and Razorfish chair Rishad Tobaccowala. “We’ve forgotten that the data […]

 
 

Google’s Ben Barokas: Data Is King In Video Boom

COLOGNE, Germany — If “data is the new oil” when it comes to advertising, Google is sitting on a geyser – but it’s happy to let customers tap rivals’ supply lines, too. Ben Barokas, GM for Marketplace Development,  sees the emerging digital ad landscape this way, he tells Beet.TV in this video interview: “Every advertiser has […]

 
 

Ad Tech Lets Advertisers Run Their Own Show: MediaMath’s Cox

Larger advertisers are beginning to realize that, with a range of new online technology, they can take more control of their own campaign spending, says an ad tech exec. “We’re seeing an increase in operators wanting to run their own marketing programs directly using our software and operating system,” says Sam Cox, global partner management […]

 
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