Simulmedia’s Siegel Fancies Self-Serve Ad Planning Model

VIEQUES, PR — The company started by the founder of Tacoda and Real Media to help advertisers data-target their TV ad buys now plans to give its customers more hands-on control. Simulmedia, founded by Dave Morgan, is the latest video ad-tech company to try moving more of its technology to a self-service model. In this video […]

 
 

FreeWheel Evolves to Enable Range of Monetization Strategies, Van Ullen explains

VIEQUES, PR — FreeWheel’s video advertising server software is used by both broadcast and non-broadcast media companies alike, to better tap in to demand for their valuable ad space. But those two segments have very different rationales for wanting ad-tech, so FreeWheel approaches each differently. That is according to FreeWheel publisher partnerships VP Julie Van Ullen, […]

 
 

Videology Sees Linear TV Ads Grow Programmatically

VIEQUES, PR — Traditional linear TV may not be internet-connected, but that doesn’t mean so-called “programmatic technology” cannot be used to better target TV ad buys all the same. Over the last year, Videology, a company providing software for addressable advertising across TV and video, saw a 840% increase in the number of linear TV impressions available to be […]

 
 

Dynamic Ads Give Creative Biggest Upside, Prohaska Says

The world of digital advertising has spent the last couple of years enthralled by the new targeting, automation and trading super-powers bestowed on it by software. Now – almost apologetically, it seems – many ad-tech execs take pains to remember to talk about the messages that, after all, make advertising tick. Indeed, creativity is back on […]

 
 

‘Creative DMPs’ Will Help Threatened Agencies Adapt To Dynamic Creative: Xaxis’ Moore

Creative agencies are threatened by the emergence of new technology that necessitates a re-think in the means of producing video ads, and a new kind of software will need to arrive to help them through it. That’s the view according to veteran ad man David J. Moore, the chairman of WPP’s Xaxis programmatic outfit. Speaking at […]

 
 

Hulu Taps Ad-Tech Partners For Upcoming Live TV Service

VIEQUES, PR — Hulu plans to offer its new live TV service in the next couple of months, promising marketers the ability to reach consumers across on-demand and live viewing in one, seamless buying experience. The company has been trailing the live launch for a few months. Features include the ability to “save anything to watch […]

 
 

How ‘Desperate’ Marketers Struggle In OTT TV: Tru Optik’s Swanston

VIEQUES, PR — Consumers are flocking to watch TV over new, over-the-top connected devices – but some advertisers are struggling to keep up, according to one exec watching the space. US connected TV viewers grew 20.6% in 2016 to reach 181.8mn, and will hit 60.4% of the population by 2020, according to eMarketer. The great migration […]

 
 

Infinite Mobile Ads Demand Platform-Specific Creative: MEC’s Sobo

BARCELONA — All the world is a mobile screen – but that doesn’t mean mobile advertising can use a one-size-fits-all approach. That is according to one exec running mobile strategy within a media agency. “There’s so much mobile consumption, the inventory is potentially infinite in supply,” MEC Interaction mobile head Jide Sobo tells Beet.TV in […]

 
 

Future Ads Will Blend Art & Science, Says Eyeview’s Barber

If you want to shoot dozens of fragments of video ad permutations to combine in to the perfect single ad for a solitary viewer, you had better skill up both your engineering team and your creative staff. That’s what Sam Barber is doing. The creative director of Eyeview Digital, a company which helps advertisers pull off one-to-one […]

 
 

BoA’s Paskalis Has Three Key Questions For Mobile Ads

BARCELONA — Advertising via mobile phones may now be an established strategy – but it is an opportunity that still requires plenty of refinement. At Mobile World Congress, WPP CEO Sir Martin Sorrell told Beet.TV mobile technology still wasn’t attractive enough to make it a truly engaging ad medium, while P&G marketing VP Sophie Blum said […]

 
 

Time To Focus On Mobile Creative: Ansible’s Johnson

BARCELONA — Brands have had long enough to adapt to the reality of modern media – consumer are all over mobile. So why are so many getting it so wrong? When IPG’s mobile and technology agency Ansible worked with survey group YouGov to produce an index ranking brands’ effectiveness at mobile presentation, some of the figures shocked […]

 
 

Mobile Is Not A Channel: Publicis’ Shlachter On Ads

BARCELONA — That phone in your pocket? It doesn’t exist. Not literally, of course. But the last year has seen a big shift in the outlook for mobile, according to one ad agency exec who recently took charge of global innovation. Speaking with Beet.TV in this video interview at Mobile World Congress, Adam Shlachter, president at […]

 
 

Video’s Three Mobile Moments, According To Facebook’s Newlan

BARCELONA — Facebook doesn’t just sit back and let brands struggle with the tools it gives them for communication. It employs teams of creative heads to engage with agencies and brands, helping them produce optimum content to deploy through the network. The leader of one such team is Rob Newlan, Facebook creative shop EMEA director. Newlan has […]

 
 

Brands And Tech Join Forces On Creative Canvas: P&G VP Blum

BARCELONA — Mobile phones have rebooted the marketing landscape – but brands can now exploit the new possibilities they offer. That is according to a marketing chief from one of the biggest brand groups in the world. “Mobile is not a device anymore – it’s a lifestyle shift,” says P&G EMEA marketing VP Sophie Blum, […]

 
 

Acquired By Cannes Owner, MediaLink Plays ‘Therapist’ To Ad Execs

BARCELONA — It was already consulting for media companies across the industry. Now MediaLink’s acquisition by Ascential, the company which runs the Cannes Lions Festival of Creativity is set to give the firm a stronger role easing the concerns of worried brand execs. In fact, CEO Michael Kassan says the company plays kind of a “therapist” function for agencies […]

 
 

Red Bull’s Gall On The Perfect Formula For Branded Content

BARCELONA — Most people in the media and marketing industries know that Red Bull is amongst the most celebrated of pioneer companies when it comes to branded content. The soft drink brand creates and publishes about extreme sports activities around the world to amplify its tagline, “Red Bull gives you wings”, the most notorious of which was a skydive from […]

 
 

It’s Still Not The Year Of Mobile Advertising: WPP’s Sorrell

BARCELONA — Despite years of promise, mobile advertising has still not developed in to a full-fledged advertiser medium, because inadequate technology is causing advertisers to hold back on spending. That is according to the boss of the world’s largest ad agency holding group, WPP CEO Sir Martin Sorrell. Speaking with Beet.TV in this video interview at Mobile World Congress, […]

 
 

App Audience Is Smaller But Better: CNN’s Wellen

BARCELONA — CNN relaunched its suite of mobile apps last week to cater to an audience that is smaller than the web but significantly more engaged, the man responsible explains. The organisation has rebooted its app line-up across phones, tablets and smartwatches, now including live and CNN Go on-demand video plus HLN streams for US users, as […]

 
 

WPP’s Sorrell Kicks Back At ‘Suicidal’, Shady Ad Deals

BARCELONA — The boss of the world’s largest ad agency holding group has come out fighting against back-handers and kick-backs that are rapidly becoming a stain on the advertising industry – and which could ultimately hurt it. “There are some things going on in the industry which are just unacceptable in my view, in terms of […]

 
 

Frustrated Advertisers Seek “Canadian” Approach To Delayed Total Measurement: Omnicom’s Steuer

Big advertisers, angry that fearful TV networks have thrown a spanner in the works of America’s big new cross-platform video measurement system, may take out their frustration in the upcoming TV ad sales upfront season. That is according to one ad agency man who represents brand clients. In this video interview with Beet.TV, Omnicom Media Group […]

 
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