Mindshare’s Cridlin to Brands: Stop Seeking Fans on Facebook — “Organic Reach Is Non-Existent”

CHICAGO – Put your money where your mouth is. That’s the new mantra of digital ad execs who believe gaining free audiences by building viral social audiences is over. “There is an urban myth of organic reach, of something going viral,” Mindshare digital innovation and strategy MD Jim Cridlin says in this interview with Beet.TV. “If you’re […]

 
 

Attribution Is Changing The Currency Of Media: Adap.tv’s Ackerman

Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result. AOL recently acquired two companies in the “attribution” space which will enable this development – Santa […]

 
 

Mobiles Are Now Subscribers’ TVs & DVRs: Comcast’s Strauss

In the age of smart glass everywhere, what’s the difference between a TV and a phone anymore? Comcast Cable wants to give its subscribers value by offering them content from their home TV on devices out of home. In this video interview, the company’s video services SVP and GM Matt Strauss tells Beet.TV how the […]

 
 

Data Is Essential To Programmatic: MediaVest’s Korenfeld

Even if it isn’t quite “the new oil”, data is becoming more and more important to the new era of advertising targeting. “Data is absolutely the most essential foundation piece of programmatic,” MediaVest advertising technology and platforms SVP Oleg Korenfeld tells Beet.TV in this video interview. “You cannot efficiently and effectively buy media if you don’t […]

 
 

The DMP Is Evolving Through Identity: Adobe’s Bohra

In online advertising, data management platforms (DMPs) are winning fans by letting ad buyers plug in customer data, break customers down in to segments and then target those segments. But even that advanced technology is being upgraded, says Adobe Audience Manager product marketing director Ali Bohra. “The DMP has evolved by going beyond data and tying […]

 
 

Facebook Passes YouTube For Desktop Video: comScore’s Fulgoni

CHICAGO — Less than a year after it began testing auto-playing video, Facebook is the winner in a tipping point against rival Google. “In the month of August, on desktop viewing, they delivered about a billion more views than YouTube – which is pretty amazing,” co-founder and chairman emeritus Gian Fulgoni reveals to Beet.TV in this […]

 
 

HuffPost Claims 50% Audience Overseas w/ International Strategy Ahead Of Schedule

Three years after first embarking on its overseas expansion, Huffington Post says the strategy is running healthily to exceed the original targets it set for next year. “We thought back then that, if we could reach more than 100 million readers by the end of 2015, we would have created something that would be very […]

 
 

Teads Sets Sights On IPO After Rebranding

Following this spring’s merger of video ad tech firms Ebuzzing and Teads, the pair last week rebranded as just “Teads.” That company is now setting its sights on going public next year. In this video interview with Beet.TV, CEO Bertrand Quesada explains why: “We want to be independent.” “We want to raise capital to be able […]

 
 

‘Programmatic Upfronts’ Will Rise: Comcast’s Holmes

So-called “programmatic” ad-trading techniques may be more commonly associated with fast-moving, low-tier ad slots than with premium TV slots that are fought over months in advance – but the former can serve the latter, too, says an ad exec. “In the TV world, there is a very different supply and demand dynamic,” Comcast Cable’s advanced advertising […]

 
 

Non-Marketers Hold Key To Programmatic: iProspect’s Adams

LONDON — In an advertising world increasingly fuelled by customer data, who do agencies go to for these vital ingredients? It’s not who it used to be, says Dentsu Aegis UK digital agency iProspect‘s chief media officer. “Five or six years ago, we were talking about the CIO, CMO and CTO groups merging together and […]

 
 

Video Ads Boost TV Campaigns: UM’s Kinniburgh

LONDON — Online video content doesn’t just lift online video marketing results – they can improve the overall outlook for TV ads, too. Universal McCann global chief strategy officer Hamish Kinniburgh tells Beet.TV in this video interview how his agency did so for Coca Cola during the recent soccer World Cup. “We were able to […]

 
 

HuffPo CEO Aims To Triple Video Inventory To Close Ad Gap

Advertisers must quickly move their money to online video to catch up with consumer demand – but publishers must give them reasons to, too, says the CEO of AOL’s Huffington Post Media Group, signalling a commitment to up its own game in the space. “The dollars are not flowing right now – there’s a gap,” […]

 
 

UK’s Sky Aims For Multi-Platform Sequential Advertising

LONDON — Don’t expect TV advertising to die a death any time soon – but get set for online ad techniques to take the medium to new heights. That’s the view from the top of one of the world’s most notable deployed addressable-advertising platforms. “TV advertising will not fundamentally change in the short term,” Jamie West, […]

 
 

YouTube Stars Aide Brand Authenticity: Newcast’s Waugh

LONDON –Media agency ZenithOptimedia is one of those now helping clients produce branded video – and it reckons tapping in to existing talent with large audiences is the way to go. The agency has a division, Newcast, dedicated to creating TV and online video content opportunities for its clients. “It’s become much richer than ‘just […]

 
 

Giant Snack Maker Mondelēz Nets 100 Million Views w/ ‘NowThisNews” Real-Time Collaboration

Already considered a leader in real-time brand content creation on a per-campaign basis, Oreo maker Mondelēz International in April announced a partnership, Blink Studios, in which it would try to habitualize the practise using editorial expertise from new-wave mobile news service NowThisNews. Now Mondelēz’s global media and consumer engagement VP B. Bonin Bough reveals progress in this […]

 
 

Screen Hierarchy Is Being Shattered: SMG’s Fryett

LONDON — Digital platforms no longer sit at the sad and sorry end of a video spectrum that has always placed traditional television on a pedestal, says an ad-buying exec – now, consumers are happy for their second screen to become their primary screen. “This screen hierarchy, where the television is a sacred screen preferred by […]

 
 

Bigger iPhone Will Unleash Small Video: ZenithOptimedia’s De Cruz

LONDON — Apple’s latest, larger smartphone will ignite the market for mobile video – but content has to fit the size of the device and the time of consumers who use it, says an ad exec. “The demand is obviously there,” ZenithOptimeda Group strategy director Chris de Cruz tells Beet.TV in this video interview. “The ways […]

 
 

VOD Ad Prices Frustrate Some UK Buyers: Magna Global’s Oliver

LONDON — Online video often puts off some UK advertisers because the slots are more expensive than those on conventional broadcast TV, according to one agency head. “Linear TV, in terms of its price, has been fairly stable for a decade or so in the UK and is seen as pretty good value,” Magna Global UK […]

 
 

Three Reasons DMPs Are Kingmakers: Xaxis’ Bidon

LONDON — In the increasingly confusing and jargon-filled world of advertising technology, data management platforms (DMPs), software suites which let advertisers bring together disparate customer data sources to better target individual groups within, stand above others. Nicolas Bidon, UK MD of WPP programmatic division Xaxis, tells Beet.TV in this video interview: “The DMP is the brain that […]

 
 

WPP’s Sorrell: We Are a Content Company

Wikipedia may describe WPP as an “advertising and public relations company” – but CEO Sir Martin Sorrell has a much broader definition that that. Compelled by a muted ad outlook, the world’s largest ad company will go on investing in content makers and taking the opportunity to produce its own, he tells Beet.TV in this video […]

 
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