Customized Facebook Creative More Effective, BBDO’s Ordonez Says

As they approach Facebook for clients, it would be easy for a lazy agency to simply re-trot the creative assets they had already produced for legacy media or other digital outlets. But that would be missing the point – new channels demand new approaches, and new approaches reward creatives, according to one advertising leader. “Every time they […]

 
 

How comScore Clients Demand Deduplicated Measurement

CANNES — One screen good, two screens better… but, in households with multiple people and multiple devices, how are advertisers and content owners supposed to understand consumption anymore? That’s where media measurement agencies come in – and that’s why digital measurer comScore agreed to merge with TV mesaurement firm Rentrak last year. The outcome – a combined […]

 
 

‘We Don’t Believe In Standalone SSPs’: Ooyala’s Braley

CANNES — A couple of years back, video ad-tech outfit Ooyala acquired peer Videoplaza to combine geographic footprints and technological capabilities in a single company. Now the joined-up outfit is going to market. “We have invested in the ad-tech business since acquiring Videoplaza a couple of years ago,” Ooyala programmatic GM Scott Braley tells Beet.TV on the company’s first […]

 
 

Are Marketers Ready To Bring Tech In-House? The Rubicon Rooftop Debate

CANNES — If you Google “ad agency disintermediation“, you won’t fail to see the debate. With countless advertising and marketing technology platforms now on offer to help brands plan, buy and understand their communications, people are starting to wonder – is the ad agency over? In other words, will clients begin to run more of their own […]

 
 

WaPo Happy Not Taking Facebook Traffic, Revenue Chief Says

CANNES — Facebook’s announcement on Wednesday, in which it said it would prioritize updates from users’ friends and family over those from news organizations, has caused a shudder in media land. Many publishers have spent the last few years locked in a pattern to acquire social followers, and to distribute content on social platforms, in the hope of […]

 
 

Attribution Will Make Addressable TV ROI Clear: comScore’s Wilson

CANNES — TV ads targeted at individual households may be more expensive than those traditionally delivered en masse – but extra data that closes the loop between ad spend and sales lift will make things cost-effective in the long run. That’s according to a comScore TV chief. comScore national TV EVP Chris Wilson says his media measurement company […]

 
 

How BBC Embraces Native Ads, With New Product Soon

CANNES — To license fee-payers in the UK, the idea that the BBC could run ads at all – let alone sponsored content – is anathema to the service. But that’s the UK. Beyond the border, BBC Worldwide, the corporation’s commercial arm, is charged with raising revenue from advertising. Last year, branded content, through its new BBC […]

 
 

Outstream Ads Solve Quality Supply Problem: Videology’s Jamboretz

CANNES — The emergence of an ad format that can bring more video advertising, even where there was no video content, heralds a new era of business, according to an executive in the ad-tech space. Video advertising platform Videology’s chief commercial officer Ryan Jamboretz is talking about “outstream”, the format which inserts auto-playing video ads between […]

 
 

Havas ‘Wakes Up’ To Ad Blocking With Hope For Product Placement

CANNES — The advertising industry is in a kind of crisis. Around the world, repeat surveys indicating high and growing use of ad blocking software are spooking the media industry. Marketing agency Havas Media Group is amongst those wary of the new reality. “Advertising is less and less acceptable for many consumers,” Havas Media Group global MD […]

 
 

Creative Rules Don’t Stand Still, Says FCB’s Credle

You may think that the rules governing creativity for distinct, mature media – once codified – are set. Truth is, everything is in a state of evolution and flux, and creative agencies must adapt to whatever works next. Once upon a time, early cinema, for example, relied on a single tracking shot – then the notion of […]

 
 

MailOnline’s Caccappolo Seeks Creative Inspiration For Programmatic Ads

CANNES — Why hire one yacht at Cannes Lions when you can hire two? Daily Mail’s MailOnline is surging – the site is a behemoth in traffic terms, fuelled mostly by advertising. That’s why MailOnline moored its yachts in the harbour during the advertising festival this month, to meet and greet brand partners. But MailOnline chief operating officer Rich Caccappolo […]

 
 

Xaxis Spending $54m On Ad Technology This Year

CANNES — WPP-owned data-driven audience-buying platform Xaxis is growing fast. Launched five years ago, the outfit is now going in to overdrive. The company has grown from fewer than 100 to more than 1,500 employees, to more than 3,000 brand customers and more than $1bn in revenue, 15% of which comes from outside WPP and its Group […]

 
 

Eyeview’s $21.5mn Boosts Push For ‘Outcome-Based Marketing’

CANNES — Video ad tech vendor Eyeview is now up to $58m in funding across six rounds, after it took a $21.5m series D round from an investor in its native Israel this month. Qumra Capital is a new investor addition to the line-up. Eyeview says it will use the funding to further invest in its sales, […]

 
 

New York Times VR App Has ‘600,000 Users’, Wins Cannes Award

CANNES — It’s not even a year since The New York Times, a stalwart of text publishing, bowed a virtual reality app for VR-enabled mobile phones, showcasing reporting in 360 degrees. Already, NYTVR has 600,000 users, a company executive tells Beet.TV. “We never could have imagined how big it would become,” said New York Times advertising and innovation […]

 
 

Sky May Put Premium Soccer Clips On YouTube, Facebook, Twitter

LONDON — It has been a spring and summer in which digital-native platforms have risen up, signing deals to carry live premium sport broadcasts. Twitter: First, there was the deal in which Twitter will share rights to air 10 Thursday-night NFL games, alongside NBC and CBS but on a global basis. YouTube: Then UK pay-TV challenge BT […]

 
 

Be Authentic, Transparent & Change The World: Arnold’s Elliott

Sure, ad agencies can try and sell stuff to consumers – but they can also change the whole world. That’s according to one agency creative chief watching a world of change open up new opportunities – for brands that are prepared to communicate honestly. “Never before has advertising been such a part of culture,” Arnold global chief creative […]

 
 

How Facebook Feedback Keeps Brands Honest: JWT’s Eastwood

Once upon a time, in the age before feedback and media choice, advertisers could simply push out messaging without much regard to the viewpoints of viewers who were captive by default. All that has changed in an era when the consumer feedback loop has closed, and a warm reception by users is a prerequisite. “People […]

 
 

You Must Have A World View, Droga5’s Royer Tells Brands

Ted Royer has travelled a lot. In his 20-year marketing career, the chief creative officer of independent ad network Droga5 has worked in Singapore, Argentina, Australia and finally New York City. How has marketing changed in that time? Marketing is no longer just about messages, it’s also about opinions, Royer tells Beet.TV in this video interview. “It’s not […]

 
 

Brand Stories Connect Data, Content & Desire: Publicis’ Jacob

CANNES — Programmatic is fine – but the programmatic revolution may already have happened. Next up? Back to storytelling. That’s what a growing number of advertising execs say. One of them is Iain Jacob, the Chief Executive Officer, EMEA for Publicis Media .”A lot of ad-tech to date has been about optimization, improving efficiencies and automation,” […]

 
 

Discovery Joins Fight-Back As Consumers Shun ‘Egregious’ Ads

CANNES — The growing visibility of online ad blocking, believed to be a response to excessive ad volume, is giving rise to advertiser worries about overly aggressive advertising across all media. Even TV is getting twitchy about viewers’ response to the way it programs advertising – something Discovery Communications ad sales EVP Sharon O’Sullivan says she has noticed. “With traditional […]

 
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