App Developers Gain Power From Native: InMobi’s Majumdar

BARCELONA — The move to native mobile advertising formats will give a much greater say to one of the most important participants in the mobile app ecosystem, according to mobile ad network InMobi. App developers, until now, didn’t have a say,” says the firm’s head of publisher-side products Krishnendu Majumdar. “If they have to monetize, they’re […]

 
 

Native Ads 10x Better Than Mobile Banners: InMobi’s Bengani

BARCELONA — The so-called “native advertising” opportunity, which sees straight-up display ads replaced by sponsorships that look like content, may be young – but mobile ad network InMobi is moving aggressively in its direction. “We’re going to break up the banners,” InMobi global strategic partnerships VP Pankaj Bengani tells Beet.TV. “Instead of showing banners to users, […]

 
 

Treat Mobile Ads Like Episodes To Gain Insight: InMobi’s Venkatesh

BARCELONA — Some may say the ad business is like a soap opera these days – but InMobi thinks it should come in “episodes”. “We came up with an episodic learning platform which uses a methodology to work with consumers campaign-to-campaign,” says mobile ad network InMobi‘s head of products, brand and commerce Preetham Venkatesh. “If […]

 
 

Storm8 Aims To Double Its Mobile Gaming Network

BARCELONA — The developer behind some of the biggest mobile social games is offering to help others monetize their apps. “We are taking on third-publishing – that will change our model,” says James Peng, head of user acquisition and monetization at Redwood City, California Dragon Story and Bubble Mania developer Storm8. “We’re helping to launch games […]

 
 

Shazam Lets Advertisers Follow Consumers, CEO Riley

BARCELONA — Audio-identifying mobile app Shazam is trying to create a business selling data to advertisers by encouraging users to tag content other than music. “We’re now able to target advertising based on Shazam activity,” CEO Rich Riley tells Beet.TV. “We can do that on Shazam and off Shazam. We can follow a device ID on […]

 
 

AOL Set To Launch Mobile Native Ad Unit

BARCELONA — AOL will soon launch a native advertising unit aimed specifically at mobile publishers, AOL Networks global media director Chad Gallagher told Beet.TV at Mobile World Congress. “We’re going to have a major announcement here in a few weeks about our native solution which we think will be really interesting,” Gallagher said. “If you look […]

 
 

Factual Enables Marketing Through ‘Anticipatory Computing’

BARCELONA — Mobile advertising has come a long way – but it could go a lot further if it truly used mobility as a core planning component. That’s one one mobile exec thinks. “Advertisers don’t have access to cookies. They do have access to location data,” says Tyler Bell, product VP at Factual. “We have a location […]

 
 

Apps Are Best For Mobile Marketing: Mindshare’s Johnston

BARCELONA, Spain — Will the mobile web kill off apps? That is an oft-asked question. Right now, however, the route for advertisers to take is clear, says ad group Mindshare’s chief digital officer Norm Johnston. We’ve moved past the mobile vortex and confusion,” he tells Beet.TV. “But there are still some fundamental issues. “Do brands […]

 
 

Mobile Changes Ad Buying Entirely with 10X Data: InMobi’s Frisbie

BARCELONA  — We’re not just in a “mobile-first” world when it comes to advertising, according to mobile ad network InMobi – smartphone adoption is changing the very nature of ad planning and buying. “People don’t even realize how disruptive mobile is going to be around their media buying,” says InMobi’s global alliances GM Anne Frisbie. […]

 
 

Google’s VanDerzee: Big Focus On “Buy Side” of Programmatic in 2014

Google will invent more resources in 2014 on improving its advertising technologies for buy-side customers, says a Google ad exec. “We spent a little bit more time on the sell side than we did on the buy side from a product development perspective,” Google media platforms sales head Jay VanDerzee tells Beet.TV. “We’re obviously going to continue to do […]

 
 

Videology’s Gaskamp: Display Ad Tech Doesn’t Work For Video

There is no straight line from planning a textual or pictorial display ad campaigns to doing so for video, says one video ad tech exec. “A lot of the technologies that were built and deployed in the online display world don’t translate well in to video,” says Videology‘s development SVP Brent Gaskamp. “Some people have […]

 
 

Tablets Aren’t Mobiles: Collective CEO Apprendi

PALM SPRINGS, CA — Many mobile ad spending numbers consider smartphones and tablets together. After all, each is more portable than a desktop PC. But not for multi-screen video ad tech firm boss Joe Apprendi. “I’d argue mobile is a state of a device – you’re either in motion or you’re at rest,” says the […]

 
 

Digitas’ Shlachter: Good Branded Video Is Hard To Do

With an apparent shortage of premium video inventory against which to advertise, some marketers are taking to producing their own content to get their messages across. But what’s the right recipe for branded video success? “No matter what … it’s got to be clear, consistent,” says Digitas’ north America media activation head Adam Shlachter. “It’s […]

 
 

‘Addressability Won’t Grow TV Pie’: Nielsen’s Hohman

Several technology developments are promising to revolutionize TV advertising with the same degree of individual targeting now being seen on the web. But will these new methods bring any more money in to a TV advertising game that is already worth circa $70 million per year in the US? “Fundamentally, it will probably be the […]

 
 

Newspaper Video Freelancers Defraud Ad Buyers: Collective’s Lusk

PALM SPRINGS, CA — The idea that many online video ad views are not really generated by actual viewers has been gathering pace lately. But could it really be that video content makers are defrauding their own system? Video ad tech firm Collective‘s inventory VP Travis Lusk is pointing the finger at freelance videographers hired […]

 
 

MediaVest’s Trivedi: Viewability Concerns Hurting Ad World

According to some ugly numbers, as many as 40% of video ads claimed to be watched online are not really viewed by humans at all.  Measuring the true “viewability” of videos has, therefore, become one of the industry’s hot topics. “All the other media don’t spend so much money validating that their ads will show […]

 
 

SMG To Reveal Effectiveness Of Twitter TV Retargeting

Starcom MediaVest Group (SMG) recently struck an exclusive partnership with Twitter, creating a “social TV lab” to explore the impact TV and social, in tandem, have on advertising. Now the pair are about to unveil first findings. SMG’s global video lead Lisa Giacosa tells Beet.TV metrics “look favorable” and are due to be published in February […]

 
 

Nielsen’s Hohman: Cross-Platform Ads Are More Effective

“We really are at a cross-roads for the industry,” Nielsen agency solutions EVP Dave Hohman tells Beet.TV. “Ad agencies are looking to be able to provide integrated, multi-screen campaigns – they tend to be much more impactful from an ROI (return on investment) standpoint than mono-media planning.” The problem? Ad planning hierarchies are “siloed”, Hohman reckons: “The […]

 
 

Starcom’s Kienast: Connected Home Will Rocket Mobile Advertising

Just a couple of years ago, mobile advertising barely figured on agencies’ radars. Now it’s front-and-center – and set fora bright future as the Internet Of Things blurs the line between utility and marketing, says one exec. “Mobile never had a seat at the table, I wasn’t even included in upfront conversations,” Starcom Worldwide’s SVP and […]

 
 

MediaVest’s Trivedi: Google ‘Relationship’ Will Bring More Video Ads

Having a real relationship with Google is key to making advertisers satisfied enough to buy more space in video, says an exec from Publicis’ MediaVest. MediaVest and Google last fall announced a deal in which the media agency will commit to buying a set amount of ad space across Google properties including YouTube. For Trivedi, […]

 
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