Nielsen Now Measuring Content Viewing On Facebook, Hulu And YouTube

Nielsen is giving its media clients a standardized way of measuring their content viewing on distribution heavyweights Hulu, Facebook and YouTube with the latest expansion of its Digital Content Ratings. Participating TV and digital publisher clients can now capture incremental viewing of their content within their reported audience numbers. They will receive credit for video […]

 
 

Tracking The Consumer Purchase Journey With MEC’s Nathalie Haxby

CANNES – For MEC, understanding the consumer purchase journey involves making waves and showing clients how their “momentum” stacks up against competitors. It’s a blend of data, content and technology—something that the Cannes Lions festival is catching up to, according to the global media agency’s Nathalie Haxby. “We’re seeing a lot of that now with […]

 
 

MEC’s Tim Castree: Solving Cross-Screen Convergence Will Keep Agencies Relevant

CANNES – As long as television and premium video remain atop the ROI stack for marketers, agencies need to solve convergence of the two for their marketer clients. If they don’t, they could be disintermediated by giants like Facebook and Google and knocked down a rung on the value chain by new entrants like Accenture. […]

 
 

MEC’s Shenan Reed: Cultivating Walled Gardens, Watching For The Next Behemoth

CANNES – So many video ad units and platforms, so many ways to attribute value to those units. “Trying to figure out the value of a video ad unit depending on where it runs seems to be one of our challenges as an industry,” says Shenan Reed, MEC’s Chief Digital Officer for North America. And […]

 
 

Overseas Convergence of TV And Video Presaged U.S. ‘Awakening’: Videology’s Ryan Jamboretz

CANNES – Call it digital déjà vu. The global convergence of television and video that has set off a wave of consolidation and new market entrants in the United States first began to emerge in Europe about two years ago. Fast-forward and you had deals like NBC and Comcast and now the pending acquisition of […]

 
 

More Standards For Advanced TV, Premium Video A Bulwark For Agencies: MEC’s Tim Castree

CANNES – Solving the challenges of optimizing advanced television and premium video surely will provide better audience targeting and advertising performance. But just as important, it’s also a “bulwark” for agencies to defend their turf against consultants and other forms of disintermediation. This is the viewpoint that Tim Castree brought to global advertising and media […]

 
 

Facebook’s Michelle Klein: Mobile Video ‘Exploding’ But Marketers Need More Agility

Creation and viewing of mobile video is growing in leaps and bounds but marketers aren’t moving fast enough to keep up with the trend. This is the focal point that Facebook will bring to the fore at the Cannes Lions Festival of Creativity as it continues to roll out new video formats. The social media […]

 
 

Brand-Inspired Experiences Are An Emerging Cannes Focus: JWT’s Ingram

What the Global CEO of J. Walter Thompson believes is “incredibly interesting” about creativity is that it can exist in product utilization. This comes at a time when despite the continued expansion of digital platforms, consumer engagement is all that really matters. As she looks ahead to the 2017 Cannes Lions festival, in this interview […]

 
 

Screen Agnostic, Platform Specific Ads And Content Key To Engagement: NBCU’s Yaccarino

Finding the right context for traditional television commercials and creating platform-specific creative are challenges and opportunities for brands and their agencies. When it comes to the latter, being screen agnostic is a plus, according to NBCUniversal’s Linda Yaccarino. “I think the creative agencies are wrestling with two things,” the media company’s Chairman of Advertising Sales […]

 
 

Little Things’ Big TV Distribution Deals Include Amazon, Apple TV, Roku

For three-year-old, female-oriented publisher Little Things, specializing in disseminating nothing but good news has become a path to five upcoming TV distribution partnerships reaching 50 million households. According to President & Chief Operating Officer Gretchen Tibbits, comScore data show that at 55.8 million women, Little Things claims the mantles of largest standalone lifestyle site and […]

 
 

POPSUGAR To Brands: Everything Starts With An Insight, No ‘Fully Baked Offering’

Given a multitude of digital content, some authentic some less so, POPSUGAR has hitched the credibility of its enterprise to emotion. “We believe that consumers can tell the difference between a Facebook growth-hacking, click-baity type of experience from of what is in POPSUGAR premium emotional storytelling,” says Global Chief Revenue Officer Geoff Schiller. While emotional […]

 
 

Conagra’s Hughes: Everyone’s Gone Live At The Digital Content NewFronts

Conagra Brands is looking to partner on more content integrations this year. It’s one of the reasons why Media Manager Erica Hughes is at the Digital Content NewFronts and why the food giant has attended for the last four years. “We come here because we like to learn what the partners are doing in the […]

 
 

Whistle Sports: Short-Form Video Content About Everything But Live Action

If you’re between the ages of 13 and 34 and love sports but have a short attention span, Whistle Sports was created with you in mind. The global sports media company doesn’t do live sports per se but “everything else,” says Founder and CEO John West. “We provide content that we think is really authentic. […]

 
 

As The NewFronts Morph And Grow, So Does Kassan’s MediaLink

If anyone could discern a possible sea change in the formerly one-day event called the NewFront it would be Michael Kassan. The Chairman and CEO of strategic advisory and business development firm MediaLink witnessed its birthing by Digitas and has become an integral player as the event morphed over the years. And so it is […]

 
 

Faster, More Nimble Is The Mantra At Creative Shop Erich & Kallman

LOS ANGELES – Being big for the sake of buying clout used to differentiate media agencies. Now creative agencies are finding ways of trimming down to keep pace with ever-speedier, lower-paying client demands. For Steve Erich, “not your typical agency model” means contracting for the best creative talent for the nascent Erich & Kallman shop […]

 
 

Beet Outcomes Summit: Exploring Lift With Placed, Experian, Facebook, Nielsen Catalina And MediaMath

Analyzing the impact of video advertising reveals not only incremental lift in offline store visits but also the vast difference in quality of inventory from one programmatic exchange to another. These are just two of the takeaways that emerged during a panel discussion by industry professionals at the recent Beet.TV Leadership Summit titled Outcomes, presented […]

 
 

Publicis’ Shlachter Divines The Future Of Video Viewing, Commercial Load And Measurement

VIEQUES, PR – Imagine a future where the standard commercial load in one hour of video content is just five minutes. Where Facebook and YouTube have big subscription businesses reminiscent of traditional cable operators, and Netflix just might start selling ads. These were among a variety of possible scenarios explored at the annual Beet.TV Executive […]

 
 

Reach And Creative Drive Ad ROI: Facebook’s Slotwiner

It made $28.6bn from advertising last year alone – clearly that business works for Facebook. But what advertising works for Facebook’s customers? That is a question Facebook advertising research director Daniel Slotwiner has been asking himself lately. Speaking at a Beet.TV leadership summit, he pondered: “How do you measure the value of video?” “We’re thinking […]

 
 

Amid Audience Declines, TV Networks Must Prove Outcomes: Tom Rogers of WinView Games

Proving ROI on television advertising is “still in a fairly primitive state,” amid massive network audience declines and rising CPM’s. It’s a paradigm that Tom Rogers believes cannot continue much longer. Buying TV broadly on demographics without being able to match exposures to purchases leaves little opportunity for measuring spending efficiency, says Rogers, who is […]

 
 

Sky TV’s West On Data Enablement And The Five-Country Rollout Of AdSmart Addressable

VIEQUES, PR – With several years of addressable television, digital ad serving and analytics experience under its belt, Sky TV has committed to rolling out its Sky AdSmart addressable platform throughout its five-country footprint between now and the end of 2018. One key competitive advantage is that it only charges advertisers for impressions that garner […]

 
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