Rentrak Sees TV’s ‘Long Tail’ As Key To Linear Programmatic

SAN FRANCISCO — For David Algranti, it’s all or nothing. “For programmatic to scale to the levels we expect it to (in TV), it’s going to need to avail itself of all the TV (advertising) inventory, not some subsets of it,” says the product innovation SVP of video measurement supplier Rentrak. Algranti’s firm licenses return-path viewing […]

 
 

Programmatic Is Redefining TV Industry Roles: Adap.tv’s Ackerman

SAN FRANCISCO — The onset of automated video ad buying is prompting traditional job disciplines to be re-thought, says one exec in the space. “There is a transition of talent,” says  Adap.tv‘s programmatic TV SVP Dan Ackerman. “You see people who have been in trading desks start to cross-polinate in to TV. There is a science in (traditional […]

 
 

TV Programmatic Is Coming Down The Road: Mediaocean’s Woollard

SAN FRANCISCO — New, automated ad-trading techniques termed “programmatic” have loomed on to the TV industry’s horizon – but have a little way to go before widespread adoption, according to one exec. “It’s a wonderfully exciting time,” says ad connectivity platform Mediaocean‘s business development VP Fraser Woollard. “Agencies are experimenting with different technologies, different ways of […]

 
 

Transitioning TV Ad Buying From “Steak Dinners” to Programmatic: It’s Going to Take Time

SAN FRANCISCO — When are we going to see an industry in which a healthy slice of TV advertising is bought using so-called “programmatic” trading techniques? “For the major networks, it’s going to take a long time to eventually go over to this stock exchange process of being able to use data and being able […]

 
 

Time Goes All in on Programmatic with Exchange Powered by Google

SAN FRANCISCO — With the imminent spinoff from its parent company Time Warner, magazine publishing unit Time Inc. is steadily stretching its legs in the “programmatic” trading of its advertising space, after already spending three years in the space. Time Inc. and its UK sibling IPC Media recently pooled inventory in the Time Inc. Global […]

 
 

Addressable TV’s Roll-Out Will Be Uneven: Nielsen’s Seth

SAN FRANCISCO — Programmatically-driven addressable TV advertising in the digital age is “not a pipe dream” – but it will be realized in some countries sooner than others, says media measurer Nielsen’s EVP of global media products, Amit Seth. Seth tells Beet.TV the opportunity is being approached by both cable operators at their back-end and […]

 
 

Videology’s McLachlan: Video & TV Are ‘Friends With Benefits’

LONDON — Advertisers are being urged to quit viewing spending allocation as an “either-or” between TV and online video, and instead buy both together for campaigns. “We’re entering in to an economy where there are friends with benefits – video and TV working together,” says video advertising technology platform vendor Videology‘s head of global TV […]

 
 

Nigerian News Consumers Jump Straight To Mobile First

LONDON — From Google’s Loon to Facbeook’s drones, the internet that Silicon Valley’s giants will create in Africa will be quite different to the one back home. With many first-time consumers adopting mobile devices before desktop, Africa may be a vision of the west’s media future. “The rate at which the mobile phone has grown […]

 
 

Quartz Publisher Lauf: No Plans For Paywall

LONDON — Quartz, Atlantic Media’s online-only journalism offshoot, may be pitched at providing premium-grade analysis, but don’t expect the site to start charging any time soon. “Social mechanisms (are) the primary way that traffic is derived for most content sites today,” Quartz publisher and Atlantic Media SVP Jay Lauf tells Beet.TV. “Anything you do in […]

 
 

Mobile Is Killing Consoles’ TV Dreams: Author Lovell

LONDON — With added TV and video features, the recent launches of the next-generation Xbox One and PlayStation 4 consoles has seen Microsoft and Sony move further increments closer toward their dreams of being living room entertainment super hubs. But that’s a “flawed strategy”, says one analyst. “The Xbox One strategy is … based on […]

 
 

Prohaska: Programmatic Must Give Video Buyers Price Control

SAN FRANCISCO — So much greater are video ad prices compared with standard display, there is a more pressing need to inject programmatic platforms with price control mechanisms, if video advertisers are to adopt the mechanisms, says one programmatic expert. “There’s such a limited quantity of video … there hasn’t been the need to have […]

 
 

The Washington Post Plans ‘Video, Video, Video’ In 2014

LONDON — The Washington Post already invested in its Post TV online video brand last year. Now it plans to increase editorial video volume and to make more video available to native ad brands. “We’ll be telling more stories using more video content than ever before,” chief revenue officer Kevin Gentzel tells Beet.TV. “We’ll lead […]

 
 

Guardian CEO Andrew Miller: ‘Journalism Is On The Rise Again’

LONDON — The Guardian’s publisher will post annual digital revenue up by a quarter to over £70 million ($116 million) for the year ending March, CEO Andrew Miller tells Beet.TV. Although many in the industry report worsening ad rates, the Guardian Media Group CEO says: “We’re seeing a hardening of our CPMs.” The group will […]

 
 

BBC Native Ads ‘Can Bring Brands’ Stories To Life’

LONDON — It may be forbidden from running even traditional display ads at home in the UK, but elsewhere in the world, the BBC’s commercial wing is embarking on blending marketing and editorial material, having recently embarked on sponsored content production effort. “There’s no reason why a brand … shouldn’t have a voice; anyone can […]

 
 

Xaxis’ Schlickum: Native & Programmatic Can Co-Exist

LONDON — Media people are talking a lot about “barbells” – Tim Armstrong’s metaphor for an advertising world that is coalescing around the seemingly polar forms of sponsored content on the one hand and data-driven display sales on the other. But one ad exec reckons those opposite ends aren’t as distinct as the metaphor suggests. […]

 
 

BuzzFeed’s Perelman, We Offer Video Scale To Brands

LONDON — BuzzFeed’s commercial stock in trade is offering sponsored editorial articles to brand marketers. Now it is extending the offering to digital videos. “We’ve done roughly 1,300 videos, 20% of them have over a million views.” says the publisher’s agency strategy VP Jonathan Perelman, who also recently took on its video GM role. BuzzFeed […]

 
 

New York Times CEO Mark Thompson: Finding an Upside with Custom Ad Solutions & New Paid Services

LONDON — The New York Times must halt its digital advertising decline as a priority, says CEO Mark Thompson in this interview with Beet.TV Advertising, which historically has only ever grown since digital media are themselves growing platforms, fell again by a small amount during the publisher’s last quarter. “We are absolutely determined to get […]

 
 

In Video Mash-Up, Ebuzzing & Teads Merge Ahead Of IPO

In a sign of the growing importance of online video advertising technology, two of the sector’s vendors are merging – and say they plan to go public next year. Ebuzzing, which was co-founded by French web entrepreneur Pierre Chapaz, and Teads, a French ad tech firm bringing new formats to market, say they are combining to […]

 
 

MEC Builds Audience for Client AT&T with Data, Custom Programs, Explains Kaplowitz

LOS ANGELES — Agencies have to find new ways of connecting brands to consumers, now that viewers are paying for video that doesn’t have ad support, says one exec. “People are paying for that content. Advertisers have, all along, been supplementing the cost of that for the consumer,” agency MEC‘s North America CEO Marla Kaplowitz tells Beet.TV. […]

 
 

Data Is To Marketing As Science Is To Religion: Group M’s Norman

LOS ANGELES — You can’t go to a digital industry conference these days without someone espousing the value of “data”. For ad group Group M Worldwide’s chief digital officer Rob Norman, data’s value is clear: “Data is to marketing as science is to religion. The more facts you have, the less faith you need.” But marketers are […]

 
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