Robert Andrews

As a discipline, performance marketing is both the ultimate in efficiency and on a worrying path. But the tactic, in which buyers pay only for measurable results, now stands ready to be rejuvenated, says a leading ad-tech exec. “The modernization of performance marketing has still got a long way to go,” according to Marco Bertozzi, the […]

BARCELONA — A clutch of ad-tech vendors, from placeIQ to Ubimo, is focused on bringing to mobile advertising an input that is obvious but often overlooked – consumers’ location. Another vendor, Factual, has already been in this game for a number of years, and in December took another big $35mn funding round to further its ambitions. […]

BARCELONA — As mobile advertising booms, it’s likely much of the growth has come from the low-hanging fruit of desktop inventory, shovelled on to the small screen, and from standard mobile display banners. But mobile advertising can do much more, and one of WPP’s divisions is recommending advertisers take advantage. “There’s been a lot of […]

BARCELONA — Mobile advertising was set to account for half of all US digital ad spending in 2015. Many of those ads may have been simply repurposed from other digital formats – but it’s important to consider how mobile is different from desktop. Rosa Markarian, VP of Global Business Operations for WPP’s mobile-focused Light Reaction performance […]

BARCELONA — When it comes to mobile, marketers and publishers alike are firmly focused on driving app downloads. But what happens after a download is achieved? The sad truth is, many consumers’ app use tails off. So Auke Boersma, the APAC MD of WPP’s performance marketing unit, Light Reaction, wants to help clients re-enage. “We have […]

BARCELONA — Advertising no longer has to drive interest to an eventual sale – today, it can help complete the sale immediately, even on mobile, says an ad-tech chief focused on improving mobile performance marketing. “The evolution of mobile is a direct response,” says Karl Elken, the boss of Americas for Light Reaction, a WPP unit […]

The growth in “programmatic”, super-scientific targeting and trading of online ads has boomed – just in time for the industry to start harking for more creative ad campaigns again. Programmatic can support creative ad campaign sequencing, too – but one exec doesn’t imagine that ability coming to mobile quiet yet. The potential is astounding for […]

BARCELONA — Mobile ads are booming. Now they’re ready to burst up the funnel, too. Mobile was set to account for the majority of digital ad spending in 2015. So far, most of that has been spent on so-called “performance” ads, where advertisers pay for a guaranteed, usually click-based digital outcome. But, as the medium matures, […]

BARCELONA — Mobile is a different device – and that’s going to require very different advertising strategies, one of Google’s international ad execs says. “We’re trying to help people move away last-click attribution,” Google EMEA performance solutions MD Ian Carrington tells Beet.TV in this video interview. “A lot of people are using last-click attribution models. That means they’re […]

BARCELONA — Much of the unconnected world is coming on to the internet, skipping landline broadband. But advertisers should beware serving up the same old experience, because one man’s internet is different from another’s. Asked to name a big trend at the recent Mobile World Congrress event, mobile ad server and measurement software maker MediaLets CEO Richy Glassberg said: “We’re […]

The emergence of programmatic ad trading technology in to digital video and TV has not yet garnered as many dollars as it has conversation. But that could change with deals like the one Videology has struck to power programmatic linear TV ads for AT&T. Announced last week, the deal will see AT&T allow a group […]

BARCELONA — Mobile ads are going to have to change if they are to recapture interest from consumers whom they are putting off with too-pushy experiences, says a leading advertising executive. Facebook EMEA publisher ad technology head Yoav Arnstein says the industry has got it wrong. “With the shift to mobile, there is growing concern […]

Native advertising, ads that are presented in the form of editorial content, will ultimately replace classical display ads in digital, says an exec from WPP’s data-driven Xaxis unit. “The new inventory source is native,” Xaxis business development SVP Larry Allen tells Beet.TV in this video interview. “We see that effectively replacing display in the coming years.” Native […]

BARCELONA — The latest data-driven ad-tech operation under the WPP stable is Light Reaction, launched by WPP’s programmatic division Xaxis a year ago to put a performance spin on mobile-first ad sales. That company just named the former PubMatic exec Bob Walczak as its CEO, and Walczak says mobile could be the key that unlocks the door to […]

Just when you wrapped your head around “programmatic”, a new variant of the data-driven advertising technology is creeping on to the scene. In so-called “header bidding“, publishers offer inventory to multiple ad exchanges before alerting their ad servers, intending to garner multiple bids on the same inventory and so make higher prices. Now the Interactive Advertising […]

Nielsen looks set to take on Adobe for data-driven marketing suite services, after integrating its earlier eXelate acquisition. eXelate is a data management platform (DMP), a software tool brands can use to slice and dice their customer data, and was acquired by Nielsen a year ago in a move which pooled the data sets eXelate had […]

BARCELONA — With data suggesting a large percentage of online ad views are being called by fake users (malicious lines of code written by nefarious publishers racking up fraudulent clicks), advertisers have become worried. Now the boss of the world’s biggest ad agency holding group is repeating his call for online platforms to do more for […]

VIEQUES, PR – The prospect of dynamically tailoring individual scenes within video ads for targeted viewers is mind-blowing – and headache-inducing. Last year, a poll of senior global marketers said personalized ads made for higher response and engagement rates. But, for marketers and the agencies who make the ads, getting there is not easy, a panel convened by […]

Did your target customers visit your store after clicking your ads this morning? That’s what lifestyle publisher Meredith is promising to advertisers, using technology from Nielsen. In this video interview with Beet.TV, Meredith programmatic sales and strategy Chip Schenk says the company, which publishes FamilyCircle and AllRecipes, has extended a five-year partnership with the media measurement house for a […]

So-called “programmatic” technology for targeting and trading online ads has become pretty good at wringing certainty out of ad placement. But what about certainty on uplift? Paul Dolan thinks he can help with that. The exec from WPP’s Xaxis data-driven ad tech unit is also now GM at Light Reaction, a Xaxis off-shoot looking at adding something more […]