Robert Andrews
Adobe Finds Tablets Racing Ahead For Retailers
CANNES – Time was, the term “mobile” could be used to describe a swathe of devices. But now the market is so rich with portable gadgets, it’s time to get more granular, according to Adobe digital marketing SVP and GM Brad Rencher. “A lot of people are still lumping smartphones together with tablets, together with […]
Data-Hungry Mail Online Mulls Original-Video Move
CANNES – Look out, world. Having quickly become the planet’s most-visited newspaper website, Mail Online plans to ramp up its digital video offering beyond its core categories of entertainment, lifestyle and breaking world news. “We’ll continue to expand the types of video programming we’re deploying,” the title’s global chief marketing officer Sean O’Neal told Beet.TV […]
Adaptive And Addressable: How Connected TV Could Totally Target Ads
LONDON – GroupM’s Mindshare already targets many conventional TV ads using online data – but the full internet delivery of TV advertising could unleash even greater targetability. Speaking at Beet.TV’s recent London Video Ad Strategy Summit, the group’s chief digital officer Norm Johnston said Mindshare already leverages geographical search data – for example, showing people […]
Xaxis’ Schlikum: Programmatic Automates Repetitive Processes
Nowadays, programmatic digital ad-buying technology automates targeted ad buying and removes the task from human operators. But those ad buyers should rejoice at throwing off the shackles of the mind-numbing task, according to a GroupM executive. “What programmatic does is free up resource,” Caspar Schlikum, the EMEA managing director of GroupM’s data-centric ad unit Xaxis, told […]
Enders’ Analyst: YouTube Will Make $4 Billion From Ads This Year
LONDON – Few video watchers could have failed to notice how YouTube is amping up the frequency of pre-roll ads on the service. But what will that bring to the operator’s bottom line? “We estimate this year YouTube will generate about $4 billion in advertising revenue,” analyst Ian Maude of Enders Analysis told Beet.TV’s recent […]
Videology’s Jamboretz: Asian TV Migrating Straight To Mobile
Online video innovation is now quickening outside the United States – but in very different ways, according to the international director of video ad technology group Videology. “The general notion when we first started our international business three years ago was, markets outside the US were 18 to 24 months behind,” Ryan Jamboretz told Beet.TV’s […]
Videology’s Hallam: Video Targeting Is About More Than Age And Gender
On-demand video advertisers are now beginning to target their spots using richer data. That’s according to video ad tech firm Videology’s international product manager Catherine Hallam. “Although VOD has been primarily age- and gender-targeted, now up to a maximum of 60 percent of campaigns only use age and gender,” Hallam told Beet.TV’s recent London Video Ad […]
Nielsen’s Bradford: Old Media Metrics Are Bridge To New World
If you can’t teach an old dog new tricks, can a new medium learn to play by an old rule book? Nielsen’s new Online Campaign Ratings mechanism seeks to measure online viewers as people, not clicks. That’s just what TV has done for decades – and that’s just fine for now, according to Nielsen’s media client consulting […]
‘Save Programmatic For The End Of The Funnel’
Automated or programmatic video advertising buying techniques can be a great boon for marketers – if used in the right way and at the right time in the targeting cycle. That is according to Digital-Labs founder Eamon Tuhami. “Programmatic buying allows for a huge amount of efficiencies,” Tuhami told Beet.TV’s recent London Video Ad Strategy Summit. “But there are dangers […]
Maxus’ Cartwright: Nine In 10 Online Video Ads Are TV Spots
Online video advertising is taking off – because most of the ads are just plain ol’ TV commercials. Ruth Cartwright, the broadcast director at GroupM’s Maxus agency, told Beet.TV at the recent London Video Ad Strategy Summit her outfit is spending six to 10 percent of clients’ budgets on online video ads. “Ninety percent of the clients […]
Xaxis’ Markarian: ‘Programmatic buying is the future of video advertising’
Data-driven, automated video inventory buying (AKA programmatic buying) is “the future for video advertising,” according to one advertising executive working in the space. “With online video combined with traditional TV, we have much more precise targeting possibilities,” Rosa Markarian, the EMEA region product development director of GroupM’s Xaxis audience profiling unit, told Beet.TV during the […]
MediaCom’s Hodge: TV And Video Ads Are Not Created Equally
Many advertising execs are advocating the amalgamation of video ad buying across TV and online. But, at Beet.TV’s recent London Video Ad Strategy Summit, the online investment head of GroupM’s MediaCom agency, warned a single piece of creative must be judged very differently across the two formats. “There’s a tendency to want to revert everything […]
Digital Labs’ Tuhami: It’s Not All About Programmatic Ads
Programmatic ad-buying technologies, which are all the rage, can be a revelation for advertisers – but their use must go hand-in-hand with conventional advertising practices, according to one marketing advisor. “You may have the best targeting or programmatic technology, but if you’re not very good at engaging with your clients from a planning point of view, if […]
BBC’s Bowman: Humans Beat Robots At Digital Brand Advertising
LONDON — Programmatic online advertising technology isn’t yet good enough, and will never match human salespeople for brand ad sales. That’s according to BBC Worldwide’s strategy and operations VP for global advertising sales, Tom Bowman. “There are some websites that have gotten rid of their salespeople,” Bowman told me during our one-on-one interview at Beet.TV’s […]
zeebox’s Next Step: Social TV For Time Shifters
LONDON – TV engagement app zeebox is developing new features that will let Pacific-time and VOD viewers revel in the same social experience as live audiences. “We’re going to try to replay the entire experienced synchronised to the catchup,” co-founder Anthony Rose told Beet.TV in this interview. “You recorded Downton Abbey; we’ll bring you the […]
FT’s Smith: ‘We Don’t Have A Problem With Native Apps’
LONDON — The Financial Times famously replaced its iOS app with a HTML5 web app, after losing a fight for control over customer data and pricing. But its Apple absence doesn’t mean the FT hasn’t gone native elsewhere. “It’s not like we have a problem with native apps,” FT emerging platforms product manager Chris Smith […]
Nielsen Poring Over First International TV Tracking Data
LONDON – Nielsen may soon announce the success UK advertisers are having placing video ad campaigns on both TV and the internet when it unveils first results from the British test of its new Cross-Platform Campaign Ratings (XCR) system. “For the UK, we recently deployed beta trials at the beginning of this month,” Nielsen VP […]
Reuters Digitizing Its Long Tail To License To Marketers
LONDON – Reuters has begun a “major” program to digitize 25,000 hours of analogue video content it hopes to license to content-hungry brands and to publishers eager for material to serve ads against. “It’s sitting in a basement,” Reuters’ global multimedia head Greg Beitchman told Beet.TV in this interview. “If you want that content today, […]
Xaxis’ Markarian: TV Advertisers Must Think Beyond The 30-Second Spot’
LONDON – Group M’s new data-driven audience-buying unit is convinced TV and online video advertising must join together but says TV people must use all the extra tools online offers. “The big goal and the only way to use all the benefits of online video is to combine traditional TV and online video and find […]
‘One Big Campaign’: Maxus Melds TV, Video Ad Buying
LONDON – GroupM media planning and buying agency Maxus says online video consumption is now so great that advertisers should buy campaign time across both online and conventional television. “VOD is more and more an integral part of any TV campaign,” Maxus’ Ruth Cartwright told us during Beet.TV’s London Video Ad Strategy Summit. “We’re looking […]