GroupM’s Cowdell: Agencies Must Align for Programmatic & Big Events

LOS ANGELES — The agency of the future will need to be structured to serve both programmatic advertising and big tentpole events too, says Phil Cowdell, President of Client Services at Group M, during an interview with Beet.TV at the 4A’s conference in Los Angeles. “What I believe will happen is this curve that shows […]

 

Brands Will Program Direct to Consumers, Tribal’s Richard Guest

LOS ANGELES — Technology will make cable and TV networks less necessary and branded content more necessary,  says Richard Guest, President of US Operations at Tribal Worldwide, during an interview with Beet.TV at the 4A’s conference in Los Angeles. “We are seeing the indomitable march of technology where content will be distributed directly to consumers and a […]

 

4A’s Chairman Chris Weil: Data Will Illuminate What Works in Ads

LOS ANGELES — The old adage of “50% of my ad budget works, I just don’t know which 50%,” may no longer hold true, says Chris Weil, Chief Executive Officer for Momentum Worldwide and the chairman of the 4A’s during an interview with Beet.TV at the 4A’s conference in Los Angeles. That’s because of the proliferation of […]

 

MEC Builds Audience for Client AT&T with Data, Custom Programs, Explains Kaplowitz

LOS ANGELES — Agencies have to find new ways of connecting brands to consumers, now that viewers are paying for video that doesn’t have ad support, says one exec. “People are paying for that content. Advertisers have, all along, been supplementing the cost of that for the consumer,” agency MEC‘s North America CEO Marla Kaplowitz tells Beet.TV. […]

 

Data Is To Marketing As Science Is To Religion: Group M’s Norman

LOS ANGELES — You can’t go to a digital industry conference these days without someone espousing the value of “data”. For ad group Group M Worldwide’s chief digital officer Rob Norman, data’s value is clear: “Data is to marketing as science is to religion. The more facts you have, the less faith you need.” But marketers are […]

 

Kia Drives Brand Awareness Via NBA User-Gen Videos

LOS ANGELES — Automaker Kia is working with the NBA for a second year on an effort to drive brand awareness via a video campaign tied to the NBA All-Star game, in an example of how user-generated video content can intersect with entertainment marketing, says Dimitry Ioffe,CEO and Founder of the agency TVGla, in an […]

 

Simulmedia’s Morgan: Data Will Unbundle Marketing

LOS ANGELES — The biggest benefit of the proliferation of big data in advertising lies in accountability, says Dave Morgan, CEO and founder of Simulmedia, in an interview with Beet.TV at the 4A’s conference in Los Angeles. Data can also help marketers to “unbundle” campaigns as they learn exactly which components are driving business objectives and […]

 

This Is The Golden Age Of Content: UM’s Personette

LOS ANGELES — “Best-in-class content is alive and well” as new distributors and marketers alike take the opportunity to reach consumers, says an ad agency exec. “We’ve seen an explosion of the golden age of content,” UM WW’s north America president Sarah Personette, who was Facebook’s own agency relations director until 2013, tells Beet.TV. “Consumers want and […]

 

Kawaja: No Bubble In ‘Sciencification’ Of Advertising

LOS ANGELES — The digital marketing technology landscape may be expanding, but it isn’t about to go pop, says one of digital media’s most noted banker-advisers. “We’ve seen a change from media intermediation being an art to more of a science,” Luma Partners‘ Terence Kawaja tells Beet.TV. “You hear about the word ‘programmatic’… bringing software […]

 

Trading Desks Are Evolving, And Confusing: Videology’s Hagerty

LOS ANGELES — Digital advertising trading desks are growing up – and some are growing too big for their boots, says one video ad tech vendor. “Trading desks are starting to do more, there’s lots of things the trading desks are evolving to provide ,” says Videology‘s enterprise solutions head Pete Hagerty. “Trading desks are attempting […]

 

Maxus CEO: Addressability to Extend Across All Media

LOS ANGELES — Media agency Maxus is keen on addressable advertising and is aiming to work closely with multichannel video providers and delivery platforms by the fourth quarter on ways to make this type of media buying easier, says Louis Jones, North American CEO of Maxus USA, at the 4A’s conference in Los Angeles. “A […]

 

Kargo On Growth Curve In Mobile Ad Sector

LOS ANGELES — Amongst all the hype about “native advertising”, one tech vendor, Kargo, claims to be signing up some big beasts. Kargo‘s CEO Harry Kargman tells Beet.TV it is gearing up to announce “the largest media companies on the planet” as customers for its solution, which plugs native formats in to publishers’ mobile content […]

 

Ad Delivery Is Everything: Mediaocean’s Palmer

LOS ANGELES — Creative is just half the battle. Getting your beautiful video ad to viewers eyeballs is the way to really pay off. “You can have the best campaign ever – but, if the ad doesn’t get to the right station at the right time, then everything is lost,” says business development SVP Mike […]

 

TV Ad Targeter Simulmedia Aims to Connect Data to Business Outcomes

LOS ANGELES  — As marketers pore over new uses for data, media marketing firm Simulmedia wants to use the data it has access to as a way to better connect reach and frequency metrics to business outcomes,  says John Piccone, VP Sales at Simulmedia, a media marketing company, during an interview with Beet.TV at the 4A’s […]

 

ZenithOptimedia Trying To Overcome Addressability Fragmentation

LOS ANGELES — Addressable video advertising is now a reality – the problem is, it is actually multiple realities. “Addressability, to date, has been segmented in to private ecosystems,” says media agency ZenithOptimedia’s activation president John Nitti. “We’re still at the beginning pt of the continuum as far as being able to inform our full buy […]

 

Collective and Zenith Launch TV Analytics Tool

LOS ANGELES — Here at the 4A’s annual meeting, Collective, the New York-based digital advertising technology company, and media agency Zenith, have debuted a TV analytics tool that provides TV planners with data to plan linear television ad buys. The alliance was announce in July. For an overview on the product and its introduction, we […]

 

Snowden Revelations Brings Ad Execs to White House

LOS ANGELES —  The revelations of vast personal data collection by the U.S. government  has had a big impact on consumer’s perception  of the advertising business, says John Montgomery, Chief Operating Officer for GroupM Activation and the 4A’s privacy chief, in this interview with Beet.TV Last week, he and other advertising and media leaders met […]

 

Yahoo’s Marissa Mayer to Address Annual Ad Confab in LA

Yahoo’s CEO Marissa Mayer will be among the publishing, marketers and agency execs to speak at  the annual meeting of the 4A’s, the advertising agency’s trade group.  Organizers expect 1000 attendees at the Beverly Hills Hilton on March 16-19. For a preview of the conference and some the pressing issues facing the industry the ad […]