Advertising

Nielsen’s mobile video future starts this coming October. That is when the measurement firm will start quantifying mobile TV viewership following the recent announcement of the addition, says the company’s global product leadership president. Nielsen will fold mobile viewership in to its C3 TV ratings system in the fall. Before that, it will give its Online Campaign […]

For the last year, online video advertisers have been realizing that as many as 40% of video ads played and paid for may not actually be viewed by humans on the other end. On Sunday, The New York Times ran a big feature that has taken this new idea, the dirty secret of true, “viewability”, […]

LOS ANGELES — CNN is seeking advertisers to buy slots in its recently-announced next-generation news platform, CNNx. The news broadcaster announced the product in April, including live-updating contextual information around real-time shows and scroll-back access to previously-aired stories. “You’re no longer at the mercy of the broadcast,” says Rajin Persaud, VP of next-gen business at the […]

It’s that time of the year when online publishers present their upcoming products and services in the form of so-called “NewFronts” events. In its NewFronts, The Wall Street Journal announced a video segment about how technology drives hope and health, a data- and animation-driven short video series, a new tablet video magazine and a documentary […]

If the digital advertising people getting high on “programmatic” trading are to access the $70 billion US TV ad market this way, they had better develop some empathy first, says one of the industry’s leading media finance advisors. Luma Partners CEO Terence Kawaja says TV ad trading, historically reliant on broad demographic targeting, and digital […]

The realization that as many as 40% of video ad views may be faked by publishers has given rise to systems measuring true “viewability” for advertisers. But one ad tech vendor says ad buyers shouldn’t trust “viewability” numbers when they are produced by publishers themselves. “The key for viewability is to make sure that the measurement […]

AOL says it will become the first digital publisher to use Nielsen’s TV metrics to quantify its video shows for advertisers – a move that may expose it to comparatively lowly perception by comparison but which could allow it to seek a slice of the $70 billion US TV industry. “We are the first non-TV-originated […]

While the online media landscape is highly fragmented , some in the advertising chain are beginning to piece to overcome the disparate ecosystem by taking advantage of platforms that put technology niceties in the background, says one vendor. “It is a very fragmented market,” interactive video ad tech firm Innovid‘s co-founder and CTO  Tal Chalozin tells […]

It may have taken some time, but now ad tech platform operators can sell advertisers on identifying the proportion of their ads actually viewed by humans with a degree of industry backing, says one such operator. “The MRC (Media Ratings Council) and IAB (Internet Advertising Bureau) have now defined a standard,” says BrightRoll‘s marketing operations […]

Breakfast cereal maker Kellogg’s is a big advertising spender – and it plans to spend a bigger chunk of money in online video, now that new technology is finally proving just how many people really view its video ads. “It was very important to consistently measure viewability and how we can make improvements in the […]

Nielsen will launch a new system for advertisers to measure the audience for mobile content and video properties this coming summer. “It’s all about mobile – it’s explosive,” the company’s global product leadership president Steve Hasker tells Beet.TV. “We have developed and are now testing the first industrial-strength robust measurement system for video and other types […]

Innovid has, for the last couple of years, developed its iRoll format – pre-roll video ads that let viewers click and engage with content more than simple 15- or 30-second linear spots. Now it is opening up its platform in a bid to recognize the many, many ad tech vendors in the video chain and […]

When it comes to Yahoo, critics will often ask, rhetorically: “What is it nowadays, anyway?” The company’s Americas head Ned Brody has a clear answer: “You need to start thinking about Yahoo as both a publisher and a network.” That means Yahoo doesn’t just want to be an owner and operator of its own web properties on […]

A single currency for measuring the impact of social interactions with brands would help eliminate confusion in the marketplace, says Viacom Media Networks’ integrated marketing EVP. “There’s a collection of third-party data reporters in addition to first party,” Dario Spina tells Beet.TV. “There’s a lot of confusion on … the data results you want to […]

LAS VEGAS — America’s patchwork TV provider landscape means linear’s move to data-driven digital ad trading is not happening as quickly as in some other parts of the world, says video ad tech vendor Videology. “We’re very complex (in the US), there’s a lot of people involved in that change,” says the company’s north America development […]

LONDON — More advertisers may soon buy synchronized video ads on multiple digital screens to continue reaching TV viewers distracted by secondary devices. Group M’s data and audience unit Xaxis has already operated the scheme, dubbed Xaxis Sync, in the Netherlands, buying social mobile ads corresponding to TV spots identified by data partner Civolution. Now […]

SAN FRANCISCO — Programmatic ad trading techniques could eliminate costs and cut time by bringing ad buying in to the digital 21st century, says one ad tech vendor. “The way that TV is bought has been the same way since the Mad Men days – I pick up the phone, I do a deal,” says […]

SAN FRANCISCO — IPG’s insight agency Magna Global is using the current TV upfronts, the annual process by which TV networks sell advertising inventory for the year ahead, to push cable networks to adopt programmatic trading techniques. Says Magna Global USA president Kristi Argyilan: “We are pushing for our planning teams to reconsider cable television and think […]

SAN FRANCISCO — Data-driven buying processes beget data-centric advertising. At least, that’s how the evolution of the collection of automated and algorithm-heavy trading techniques dubbed “programmatic” has played out so far. But are things changing? “We’ve put it in to a box of it only being performance-driven – that was a mistake,” says programmatic SVP […]

SAN FRANCISCO — Automated, “programmatic” trading of digital ads in linear television may have a long and bright future ahead – but it will need some adoption victories in the here and now before that dream becomes a reality, says an ad tech exec. “It’s about what can be done today,” says David Miller, VP Product […]