Amid Cutbacks, France Télévisions’ Mobile Audience Booms

France Télévisions is the latest publicly-funded broadcaster to cut its big staff bill following Europe’s cloudy recent economic climate. Having already shed 500, the broadcaster announced it will cut 600 jobs in the next few months following a €40 million reduction in its €2.5 billion ($3.3 billion) budget, bringing its headcount down to 9,750, reports […]

 

Research from WPP’s Millward Brown: Adding Interactivity To TV Ads Increases Effectiveness

Re-using 30-second TV ads as online video pre-rolls is a great way to keep costs down versus shooting new creative. But re-purposing such ads rather than producing online-native ones risks driving down engagement. Consumer research conducted by Millward Brown suggests this can be solved by bolting on interactive online elements over re-purposed TV spots. “Just […]

 

Research: Original Web Video Ads Outperform TV Shovelware

New research by Dynamic Logic, a unit of Millward Brown, for video ad tech vendor YuMe has shed a light on the relative performance of different approaches. According to the viewer survey, original video ads shot specifically for the web outperform ads repurposed from TV three times for aided brand awareness, with similar uplifts for […]

 

Innovid CEO: ‘We Process Most Of World’s Interactive Video Ads’

Innovid CEO Zvika Netter has spent the last six years trying to help agencies make video ads interactive. Now he claims most video ads in that category pass through Innovid‘s systems – but the next challenge is looming. “Eighty percent of the interactive video being served … is run through our servers… used by our […]

 

Research: IPG Zeroes In On Tablet Video Users

NEW YORK – The results of research which has indicated strong characteristics in favor of tablet video were obtained using techniques cut from tablets’ own cloth. IPG Media Lab’s research for YuMe found tablet users are most likely not to multi-task whilst watching video. “We had a very large sample size of about 8,300 people,” the […]

 

Research: Tablet Video Apps Capture Viewers Better Than TV

Tablet devices could focus viewers’ attention on video content – and ads – far more than any other screen, including TV, new research has found. Consumer polling by IPG Media Lab for video ad tech firm YuMe shows tablet users are least likely to multi-task whilst watching video. “[With TV], that primary focus is on […]

 

BlurbIQ Plugs In To LiveRail For Targeted Interactive Video Ads

Las Vegas-based startup blurbIQ has an exciting vision for livening up video ads. And now it it can bring that vision to a wider audience, following a deal with LiveRail. CEO Scott Reese tells Beet.TV in this video interview blurbIQ‘s technology, which adds games and other engagement features in to video ad inventory, plugs in […]

 

Veenome’s Video Load Set To Grow After ‘Collective’ Deal

Arlington-based startup Veenome is using some nifty-sounding analysis technology to help publishers get better bang for buck from their video. Now it’s about to process a whole lot more video, following a deal with the Collective video ad network. Founder and CEO Kevin Lenane tells Beet.TV the service processes viewers’ video page clicks: “We figure out […]

 

Digitas’ Hammer: Embracing ‘Unowned’ Platforms Boosts Ad Effectiveness

Brands should chill out about not having control of popular new online platforms and embrace them with unique, native ad creative, says a Publicis digital executive. “People who engage with video on a brand-owned site are watching, say, a minute of it,” according to Digitas media group director George Hammer. “When you take that content […]

 

Mindshare’s Bitterman: Premium Video Is In The Eye Of The Beholder

The ad industry is fond of considering video inventory either low-grade fodder or “premium”. But Mindshare’s North America Chief Strategy Officer Jordan Bitterman tells Beet.TV the distinction depends on the goals of the advertiser. “One marketer may say ‘premium’ content has to be shot by a famous director, has got to have celebrity talent on […]

 

Can Half The Ads Bring Twice The Value? BBC Thinks So

NEW YORK – Many video ad practitioners bemoan a persistent lack of quality ad space in the industry. But one exec thinks online operators should learn the value of scarcity from certain TV networks. “On BBC America, we have half the commercials as anyone else,” says BBC Worldwide digital sales EVP Mark Gall. “A lot of […]

 

Digitas’ Hammer: Let Ad Viewers ‘Choose Their Own Adventure’

NEW YORK — George Hammer has hit on the recipe for online video ad effectiveness: it’s all about empowering preroll-weary viewers. “We at Publicis’ looked at about 50 different types of online video formats and 100 different executions,” said the VP and media group director of Publicis’ Digtias agency. “What we found was, when we […]

 

Horizon’s Digital Chief More Likely To Buy Programmatic Ads

NEW YORK — How should media agencies weigh up buying video ads through programmatic platforms versus conventional video ad networks. The US’ largest independent, Horizon Media, tells Beet.TV’s Video Ad Effectiveness Summit networks can be effective but used sporadically. “They’re delivering a tremendous amount of value but, from a buyer’s standpoint, it’s a bit tactical,” […]

 

Extreme Reach Bids $485 Million For DGIT’s TV Ads Business

When Extreme Reach CEO John Roland spoke with Beet.TV a year ago, he forecast how it will be “a pretty exciting year” for the firm, which helps brands distribute their video ads across the many new video platforms and TV. As if proving that prediction, today his company offered to buy DGIT‘s Video Fusion TV advertising […]

 

Sorrell Sets WPP Target Of 45 Percent Digital Revenue

Over the last few years, we have observed as the big ad agencies have found a growing percentage of their revenue made up by two growth factors – digital and emerging global markets. Now WPP’s CEO Sir Martin Sorrell, becoming the latest LinkedIn influencers writer, is setting his target higher still: “Now we will accelerate […]

 

Dailymotion’s Hamilton Sees Dollars In Young TV Refuseniks

NEW YORK — This year, we are hearing plenty about how video advertisers are trying to reach audiences through integrated campaigns covering both TV and online platforms. But Dailymotion’s North America GM Roland Hamilton tells Beet.TV online video can be a stellar reach mechanism in its own right. “There are pockets of content out there […]

 

AOL’s ‘Candidly Nicole’ Serving A Million Views Per Episode

NEW YORK — AOL’s ambitious video operation, AOL On, doesn’t need to operate a proper TV network – because it’s digital-only original shows are already proving effective, says an exec from the outfit. “We see a lot of effectiveness when there’s something uniquely digital about it,” AOL On operations VP Michael O’Connor tells Beet.TV’s Video Ad […]

 

Nielsen’s Randall Beard: Few Advertisers Marrying Online And TV Well

Many brands are struggling to effectively operate across both online and TV video channels, Nielsen’s advertiser solutions global head Randall Beard tells Beet.TV in this video interview. “In general, clients either want to extend reach beyond TV using digital or use digital to maximize overlap,” Beard says. “Very few players are doing it very well […]

 

Nielsen’s Feigenson: Effectiveness Is The Next Battlefield for Digital Video

As advertisers straddle both the old TV world and the new online ecosystem with unifying ad measuring metrics, they are challenged to redefine effectiveness from both ends of the spectrum, says one industry exec. “The next battlefield has to be effectiveness,” said Nielsen digital client services SVP Andrew Feigenson, when asked what’s next during Beet.TV’s […]

 

Horizon’s Chief Digital Officer: Nearly All Ads Now Use Nielsen OCR

NEW YORK — Nearly two years after Nielsen introduced its TV industry-style Online Campaign Ratings measurement system, one big agency is using the metric when placing almost all its online video ads. “It’s a huge percentage of the dialog,” Horizon Media’s chief digital officer Donald Williams tells Beet.TV in this video interview. “North of 95% […]

 
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