Ad Creatives Need To Adopt Programmatic Testing, Starcom’s Tracey Paull

Much of the energy in advertising nowadays is coming from data-driven algorithms that super-target just the right ads to just the right audiences, as this recent Sunday Times feature pointed out, noting the death of creative “mad men”. But two ad tech executives speaking at Beet.TV’s Chicago programmatic video ad summit said algorithms can serve […]

 

VivaKi’s Unkel: Patient Spenders Leading Programmatic Push

The advertisers who are pushing out ahead in the new world of programmatic and automated online ad buying are those who are prepared to accept that returns will be generated only after initial outlay. That’s according to the products and services VP of Publicis’ VivaKi digital group, Kurt Unkel. “One of the fund challenges in […]

 

Rumors Of Cookies Death Are ‘Greatly Exaggerated’

CHICAGO — New European laws, consumer revolts and unsupportive devices… these are testing times for cookies, the client-side files that transport user data to advertising networks. But 2013 may not mean the end of the cookie is nigh. “The rate of which cookies are going away is greatly exaggerated,” advertising data group eXelate‘s chief marketer Khurrum […]

 

Video’s Chicken-And-Egg Problem: ‘Not Enough Programmatic Inventory’

CHICAGO – Online video is booming – but not enough to make for a big programmatic advertising business yet, one video ad exec tells Beet.TV. “Video is beautiful because it tell a story (for advertisers),” data company eXelate‘s marketing chief Khurrum Malik says in this taped panel interview at Beet.TV’s Chicago programmatic video ad summit. […]

 

Programmatic Ad Buying to Transform Publishers’ Sales Teams, SpotXchange’s Jeremy Straight

CHICAGO – With the rise of online ad exchanges and real-time bidding systems, many are wondering what purpose publishers’ own in-house sales teams have anymore. That question was tackled by video ad exchange SpotXchange‘s business development SVP Jeremy Straight during Beet.TV’s recent Chicago programmatic video advertising summit. “Publishers realize the same efficiencies that maybe the […]

 

TubeMogul CEO’s ‘Shocking’ Truth: Only Half Of Videos May Be Viewed

CHICAGO – Of the many pieces of data being brought to the video ad chain by software developers, amongst the most important should answer the question: “Is this video really being watched by a viewer?” TubeMogul CEO Brett Wilson’s company has open-sourced code to let advertisers see what percentage of a video window is really […]

 

‘Twitch’ Set To Boom With Xbox Tie-Up, iOS Software

When Microsoft announced last month that Xbox One players will be able to broadcast their live gaming sessions via the Twitch.TV platform, many people could have been forgiven for asking: “Twitch who?” But the announcement was a crowning for the former Justin.TV, the livestreaming service that was so often home to illegally-streamed content. Now the […]

 

Beyond The Pre-Roll: Creatives Want To Make Truly Interactive Ads

CANNES — Video publishers are increasing the frequency and length of pre-roll ads that have become the medium’s de facto monetisation method. But some in advertising believe brands are better off by ditching interruptive methods and instead making highly engaging ads. During this nine-minute-long TechTalk session at Cannes Lions presented by Tremor Video, four execs talked […]

 

Adobe’s Levine: Xbox, Roku Next On Broadcasters’ Internet Horizon

NEW YORK — Many broadcasters, cable and satellite operators have, over the last couple of years, rushed to bring their programming to new mobile and tablet devices. Next on the product roll-out list are living-room boxes. “We’re seeing a lot of major operators and programmers aggressively working toward delivering simulcast across a wide breadth of […]

 

Dublin’s ‘Storyful’ Monetizing News Clips for Citizen Video Journalists

Having built a business verifying newsworthy amateur video  for YouTube and several professional news organizations, Storyful now wants to  have uploaders  profit from their work as well as properly control their rights. In this video interview, executive editor David Clinch tells Beet.TV the Dublin-based start-up recently introduced features to help users manage the rights for their […]

 

TubeMogul’s Wilson: Private Ad Marketplaces Are Boon For Publishers

CHICAGO — Online private ad marketplaces are a boon for ad-selling publishers, despite what some think, according to the CEO of video at tech firm TubeMogul. In this taped interview at Beet.TV’s programmatic video advertising summit, Brett Wilson said the marketplaces have created a new layer of mid-tier pricing: “You had your premium tier – […]

 

Adobe Gives Marketing Cloud ‘Mobile-First’ Social Update

Adobe is going live with a refresh for its Marketing Cloud suite and a third iteration of its social advertising platform, as it hails social networks as “a unique opportunity for marketers”. The interface update, trailed in March, brings closer together the analytics, experience management, targeting, media optimisation and social planks of Adobe’s Marketing Cloud […]

 

Programmatic Buying of Video Ad is Booming, but Creativity Must Follow, VivaKi’s Kurt Unkel

CHICAGO — So-called “programmatic” ad-buying tactics, which let ad planners reach tightly defined audiences using efficient targeting and buying technology, has come a long way. Now the next challenge for programmatic algorithms will be learning to connect with creatives, says one digital ad leader. “Today, media is always outpaced from a technology perspective relative to […]

 

eXelate’s Malik: Life is Better at Top of Video Ad Funnel

CHICAGO — Advertisers are finding it easier to use online video like conventional static display ads – because specific targeting through video remains challenging, according to one ad data exec. “People think about display as ‘top of funnel’ and ‘bottom of funnel’ – branding and direct response,” eXelate marketing chief Khurrum Malik tells Beet.TV in […]

 

VivaKi’s Chris Paul: Ad Sweet Spot is Experiential and Addressable

CHICAGO — So-called “programmatic” online ad-buying technology may help advertisers eliminate waste by targeting specific users, but the best campaigns include a blend of programmatic and conventional, according to one advertising executive. “The combination of experiential marketing and addressable marketing is where you find the real sweet spot and the best ROI in your marketing […]

 

Videology Reboots To Offer Combined Programmatic And Manual Video Ad Buying

The world of advertising buying is becoming a binary distinction between classical media buys and the booming world of programmatic, real-time bidding, which sees systems automatically buy and sell space based on pre-loaded criteria. Now one of the online video display ad space’s biggest players, Videology, has re-tooled its platform to offer both. Its new […]

 

Mobile Ad Net InMobi Considering Its Video Options

CANNES — InMobi has been known as a big name in mobile advertising for most of its five years in operation. But those five years predate the smartphone and tablet boom. Now the outfit is mulling its options for adding such services to its client offering. “We are evaluating various different strategies as to what makes […]

 

Flite CEO Price: Hot Trend Advertises To Individual Customers

CANNES — When it comes to digital advertising: “The big trend I’m seeing is starting to think about users as opposed to buying audience,” according to one ad tech service vendor. Will Price, CEO of content marketing technology firm Flite, tells Beet.TV: “It used to be that brands would buy context to get their messages across. […]

 

Rubicon’s Stevens: Programmatic Can Boom In Smaller Countries

CANNES — “Programmatic” ad-buying techniques are seeing “immense” adoption around the world – and can particularly save money for advertisers in smaller countries, according to one exec in the space. “In a territory market that’s a much smaller population … operational costs are a much, much bigger percentage of the overall media spend,” Rubicon Project’s […]

 

‘Mass Relevance’ Aims To Bridge Paid And Earned With Owned

CANNES — Austin-based social marketing technology service Mass Relevance has spent the last year since scoring a $3.3 million investment building clients for its platform. CEO and co-founder Sam Decker describes the proposition like this: “There’s an opportunity to connect together the paid, owned, earned (media). We think owned is the bridge.” The company’s platform […]

 
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