Programmatic Media Buying at Magna Global Rising Fast

VIQUES, PR — IPG’s Magna Global media agency has tried to aggressively embrace automated platforms for the online ads it trades in. And things are moving faster than it expected. “We had a goal set for 2013 of putting 5% of our total spend through programmatic,” says Kristi Argyilan, the group’s north America president. “We exceeded that […]

 

New York Times Plans Branded Content In Video

VIEQUES, PR — The New York Times’ recent website redesign introduced sponsored articles from brands like Dell. Next up, the paper plans to let marketers reach viewers of its video content. “A brand could sponsor one of our bigger editorial offerings – Dealbook or Bits, 36 Hours, Corner Office,” says NYT video GM Rebecca Howard. “Those […]

 

WaPo Wants To Spread Its Video Around The Web

VIEQUE, PR — Last summer, the Washington Post newspaper launched its news video brand PostTV. Since then, the publisher has spread it across other places including Roku, Ouya and Chromecast. This opening up of video is key to WaPo senior video editor Andrew Pergam. “We know a lot of people want to see video in context- […]

 

GroupM’s Rob Norman: For Content Marketing, Context Is King

VIEQUES, PR — Everyone’s talking about “content marketing”, “native advertising” or “branded content” – the hybridization of editorial and marketing materials in to a single content type of mutual benefit to publishers and brands. That’s forcing the ad agencies to offer their services in these spaces. But, for agencies as used to the traditional church-and-state […]

 

Zefr’s Kirk: Brands Should Tap The Power Of Fans

Many people think consumers hate it when brands advertise to them. In fact, some consumers often tend to love brands, says social video marketing insight outlet Zefr‘s Jason Kirk. “The fans and their power and their passion is something that’s undeniable,” Kirk tells Beet.TV. “If you aren’t able to tap in to that… you’re missing out. […]

 

Mediacom US CEO: Connected Things Will Change Our Lives

If you believed the year-ahead outlooks, 2014 will be the year of the Internet Of Things, when everyday objects get wired up to the internet. Speaking with Beet.TV at the Consumer Electronics Show, media agency Mediacom‘s USA CEO Sasha Savic gets excited about the prospects for brands. “The depth of intrusion of new technologies in […]

 

GroupM’s Gotlieb: 8K TV Coming In 2020, Thanks To Tokyo Olympics

No sooner has 4K video emerged on to the technology scene, now 8K is rising up as a future viewing option. In this insightful interview with Beet.TV at the Consumer Electronics Show, ad agency GroupM’s chairman Irwin Gotlieb explains higher-resolution TVs are being driven by a need to eliminate pixellation for close-quarters viewing on ever-larger […]

 

Brand Watch CEO: Marketers Must Act Right Here, Right Now

Oreos may have been dunked in the dark in 2013, but does “real-time marketing” have a real future in 2014? Sebastian Hempstead, CEO of social media marketing monitor service Brandwatch, says immediacy is vital. “The content we put in to conversations can turn up a day later… if it’s not in the right moment… when we want […]

 

Google’s Waze Serves Drivers ‘Third-Screen’ Local Ads

In the movie Speed, Keanu Reeves risked his bus exploding if it stopped. In real-life, some drivers will now see digital ads if their car stops for more than three seconds. That is the one strand in the advertising proposition for Waze, the crowd-powered drivers’ sat-nav aid that also has marketing ambitions. “We give brands the […]

 

Magna Global: Publishers Starting To See The Real Programmatic

If 2013 was the year when publishers fretted that programmatic online ad sales would devalue their inventory, 2014 is starting out as the year of more measured appreciation of its offering, says one ad exec. “They’re wildly enthusiastic,” says Magna Global’s programmatic EVP and MD Neeraj Kochhar. “Publishers are finally beginning to appreciate the benefits […]

 

Mindshare’s Johnston: News Feeds On Fridges Will Beckon Brands

The internet-connected refrigerator has often been mocked as the loopiest imaginings of internet evangelists gone wild. But the emerging Internet Of Things hype is forcing the industry to ask: is that really so far-fetched? At the Consumer Electronics Show, Norm Johnston, chief digital officer of Group M’s Mindshare division, saw just such a fridge be […]

 

BBC.com Opens Its Doors To Native Advertising

The BBC is known for its editorial integrity and, at least in the UK, its aversion to advertising. These facts would seem to make an embrace of the current “native advertising” trend difficult. But that’s just what BBC Worldwide, the corporation’s international, revenue-making arm, is doing. “We have a native advertising program, we’ve had a […]

 

Guardian Preparing To Go Fully “Responsive”

The Guardian will soon overhaul its website to ensure ads, as well as editorial, adapt to work across the multitude of devices consumers use. The publisher first launched a “responsive design” site in 2012 – a tactic a growing number of operators are using to guarantee pages can render flexibly across different screen sizes. But The […]

 

Vevo Warming To Premium Programmatic Plumbing

Vevo still hasn’t completely settled on what it can get out of so-called “programmatic” online ad sales, but it is heartened that technology vendors are no longer just catering to cheap ad slots. “(Programmatic) inventory is typically lower-tier, lower-quality inventory,” the music video distributor’s chief revenue officer Jonathan Carson tells Beet.TV. “That marketplace is not […]

 

AOL’s Lord: Optimization Trumps Reach For Advertisers

Old, TV-style ad measurement metrics are becoming vogue in the data-driven world of online advertising. But AOL Networks CEO Bob Lord says ads measured for audience reach don’t work as well alternatives. “As we move in to the ability to buy at an impression level …  you start to really question the GRP (gross rating […]

 

Adap.tv CEO: We are “fighting ad fraud until it disappears”

Non-human traffic was recently described as programmatic advertising’s “dirty little secret“. Integral Ad Science reckons nearly a third of impressions to be suspicious – up six-fold since 2011, according to comScore (via Adotas). AOL’s programmatic video ad tech platform Adap.tv wants to nip the problem in the bud. “We are fighting fraud that is generated by […]

 

GroupM’s Gotlieb On Chips’ Astonishing Power Boom

Two cores good, 192 cores better. The history and future of digital media is the story of computer processing power. And the industry is still giving us better, faster, stronger. In this interview,  media agency GroupM’s visionary chairman Irwin Gotlieb ruminated with Beet.TV on where chip engineering is taking media. “Qualcomm just put out the  […]

 

‘ShareThis’ Founder: Real-Time Key To Social Marketing

We’re hearing a lot about “real-time” marketing. But, beyond the hype, it’s not all about dunking in the dark. “You have to be really in real-time,” says Tim Schigel, founder of ShareThis, whose near-ubiquitous green button lets users share content through umpteen online services. “People are interested a given topic maybe for just a few […]

 

Videology CEO: 2014 Is The Year Of Addressable TV Ads

The year ahead is finally the one in which TV advertisers can target specific viewers, thanks to online targeting, predicts one ad tech vendor. “The promise of addressable television, which has been worked on for over a decade, actually will begin to take off in 2014 in a major way,” Videology CEO Scott Ferber tells […]

 

AT&T’s Monteferrante: Digital Has Raised Bar For TV Ads

Many in TV and marketing look forward to a future of “addressable advertising”. AT&T is executing on a version of that today – with its TV Blueprint offering, the cable company is helping advertisers reach specific subscribers from its customer base. We’re able to pull in data from over 15 million set-top boxes that are […]

 
1 111 112 113 114 115 127