Daisy Whitney

CHICAGO — Branded content is slated to replace the traditional 30-second spot, says Len Kendall, Director of Social Marketing at Havas Worldwide, in an interview with Beet.TV. “Think about the millenial sitting on the couch watching TV, when the ad pops up they are on their phone, and during the commercial there is no reason for […]

CHICAGO —  Producing branded content can help a marketer stand out from the competition, says Cristel Turner, Director of Brand Advertising, Strategy and Business Marketing at U.S. Cellular in an interview with Beet.TV. That’s why the cellular company recently partnered with ABC’s “Shark Tank” on a sweepstakes and sponsorship for the popular ABC TV show. “We are […]

CHICAGO — Video ads are three times more effective than display ads in delivering brand goals, says Gian Fulgoni, co-counder  and executive chairman emeritus of comScore, in an interview with Beet.TV “Video-delivered campaigns are much more effective than display in terms of a causing a lift in some action metrics as well as attitudinal branding […]

Look for a myriad of new ad tech tools to come to the marketplace in the year ahead, says Veena Rayapareddi, VP at Magna Global/Cadreon in an interview with Beet.TV. From user data to location data to performance metrics, advertisers are increasingly relying on technology and data to guide them along today. Given the growing […]

The use of data will fuel the future of all media buying, whether direct or programmatic, and that’s why it’s smart to manage data in house, says Vin Palozzi, VP Marketplace Development at Magna Global, in an interview with Beet.TV. “Modeling and the ability to use data has let us build strategies to make the consumers […]

Many advertisers are aiming to expand their programmatic buys into TV this year, says Todd Gordon, EVP of Magna Global, in an interview with Beet.TV. “It’s natural for clients having success in programmatic to want to extend to TV where most of their ad dollars are going,” he says, adding that many Magna Global clients are […]

Programmatic buying and creativity are not mutually exclusive, says Pete Stein, Global CEO of Razorfish, in an interview with Beet.TV. In fact, the better marketers can connect the two, the more success they may have leveraging the data and insights available today. “Programmatic is what’s driving us to connect with the right people and creativity […]

Brands need to be willing to step back from branded content and let the story do the work, says Scott Donaton, Global Chief Content Officer at UM, in an interview with Beet.TV. That means marketers should use a deft touch on instilling a brand message (or not) in branded content, he explains. “You need to […]

LONDON — As more data in digital video becomes available to marketers, it’s still wise to focus on content as well, says Doug Ray, Global President of Carat, in an interview with Beet.TV. “How are consumers responding to and engaging in content?” he asks. “How do we think about planning in not just linear or […]

Horizon Media has inked a number of partnerships that will help it expand further into programmatic video and buying, says Donnie Williams, Chief Digital Officer at Horizon Media, in an interview with Beet.TV. Last month, the agency struck a deal with ad tech platform i.Predictus, a demand-side platform for TV advertisers. Access to the data i.Predictus […]

As programmatic video continues to grow, it can learn lessons from display ads, says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. “We learned from display to be smart and focus on quality of the inventory,” he says, adding that the tech tools and the transparency in using them are critical […]

Data is the foundational playbook for marketing today, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. Data provides the power to make marketing more effective and to help brands connect more deeply with audiences, she says. That’s why it’s so important for brands and agencies to work with the right technology partners […]

One of the biggest opportunities with programmatic lies in using it as a starting point to bring targeting and data efficiency to all channels, including TV, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. “Some see programmatic as real-time bidding and some see it as the opportunity around automation and the path […]

AOL has seen a boost in programmatic buying from 4% a year ago to nearly 34%, says Bob Lord, Global CEO of AOL Platforms, in an interview with Beet.TV. That growth is driven by two trends — more understanding of the benefits of programmatic buying, and the availability of data management platforms to parse out and analyze […]

COLOGNE  —  The free ride on social media is over and brands are needing to bolster their social channels with paid ads, says Eric Weaver, Chief Social Officer for Mediabrands G14 Cluster, in an interview with Beet.TV. That’s why IPG Mediabrands is launching in November an automated solution called Performly that’s designed to assess the the financial […]

COLOGNE  — New platforms and buying patterns demand different forms of creativity, says Sean Lyons, Global Chief Digital Officer at Havas Worldwide, in an interview with Beet.TV. Agencies need employees who understand platforms like Facebook, Twitter, Vine and Instagram, as well as new forms of buying that are driven by data, he says. “There are nuances to […]

COLOGNE  — Data can drive new approaches to creative, especially if brands fold in their own insights, says John Cunningham, Chief Technology Officer EMEA at Razorfish, in an interview with Beet.TV. “Data can shake up the status quo and old world way of doing creativity,” he explains. The best way to merge data and creativity though is […]

COLOGNE  — Even though programmatic advertising is rooted in technology, it has the power to drive more creativity, says Matt Blackborn, President of Emerging Markets at SMG, in an interview with Beet.TV. “There has been such an emphasis on technology and and how programmatic can drive efficiency and less about the power to unlock audience to brands […]

COLOGNE  — Yahoo has been involved in branded content for many years, but its strategy has evolved in recent months to become more tailored and also tumblr-centric, says Patrick Albano, VP and Head of Advertising Solutions at Yahoo EMEA, in an interview with Beet.TV. Yahoo purchased tumblr last year with the goal of using it to host […]

COLOGNE, Germany — Data and addressability are two trends that are driving increased spending in online video, but also are posing challenges for the business, says Richard Joyce, Senior Analyst with Forrester Research, in an interview with Ashley J. Swartz, Founder and CEO of Furious Minds for Beet.TV. Overall, advertisers are expecting more growth in online video because of  better […]