Rubicon’s Sears: Programmatic Is Climbing Up The Chain

CANNES, France — Use of so-called “programmatic” techniques for trading and controlling online ads may have started out with cheap ad slots, but has gradually risen to premium inventory, says one of the scene’s main tech outfits. “You always see innovation happen at the bottom of the market, which is exactly what happened around the […]

 

Premium Ads Beginning To Drive Programmatic: SpotXchange’s Moore

CANNES, France — Initially seen as a way to trade in low-quality online ad spots, so-called “programmatic” technologies are growing up as top-tier publishers dip toes in the water. “In video, we’re seeing a huge shift in RTB (real-time bidding) – in buyers buying programmatically in an auction,” says programmatic ad tech vendor SpotXchange’s EMEA […]

 

UK TV Networks Not Yet Embracing Programmatic: TubeMogul’s Reid

CANNES, France — Whilst the online operations of many UK news publishers are now adopting different kinds of so-called “programmatic” ad trading mechanisms, those of the country’s commercial broadcasters are apparently farther behind. “Not all broadcasters are embracing a programmatic approach,” according to Nick Reid, UK MD of the programmatic video ad platform TubeMogul. “We […]

 

Turn VP: TV Wants Real-Time Ads ‘Over Its Dead Body’

CANNES, France — Many in the industry are getting excited about the prospect that advertisers could buy spots in linear TV in real-time, just as they are now doing online. But legacy industry resistance may scupper that prospect, says one exec. “The old school TV guys say, ‘That’s never happening, over my dead body’,” according to […]

 

Campbell Soup Company Warms To True Digital Marketing ROI

CANNES, France — The company whose main product was immortalized by Andy Warhol looks like sticking with TV fame for a lot more than 15 minutes – but that won’t stop it trying to make the medium more accountable. the Campbell Soup Company integrated marketing VP Yin Woon Rani tells Beet.TV: “We’ve put our content in […]

 

Google’s Benson: Mobile Is Driving Video Consumption

CANNES, France — It’s an ironic quip at this point. Every year for a while, it seemed like someone would predict “the year of mobile” would be next year. “We can officially say ‘the year of mobile’ was last year,” David Benson, Google’s branding solutions director for northern and central Europe, tells Beet.TV. “If you’re not […]

 

Omnicom Advertisers Embracing Programmatic: Accuen’s Jacobs

CANNES, France — Clients of ad agency OmnicomMediaGroup (OMG) have taken to so-called “programmatic” means of controlling and targeting online ad buys over the last year. “Over the last year or so, we’ve really seen a change in the way that programmatic is perceived by our clients and agency partners,” according to Josh Jacobs, CEO […]

 

TV Will Be Last To Go Programmatic: Exchange Lab’s Dobson

CANNES, France — BBC Worldwide’s former advertising boss has seen the rise of programmatically-traded video advertising – but doesn’t think the established TV industry is about to go that way any time soon. “The TV industry is in rude health – there isn’t much of an incentive to change,” says Chris Dobson, the ex BBCWW […]

 

Carat’s Ray: Proving ROI Amid Real Media Convergence

CANNES, France — People have talked about media “convergence” for years. But, for media agency Carat, the converged future hasn’t worked out the way people expected. “We used to talk about how everything would converge on a single device,” says global president Doug Ray. “The reality is, people’s bevahiors have converged around different devices.” It’s within […]

 

Social And Mobile Data Can Fuel Programmatic: PCG’s Hall

CANNES, France — “We’re trying to be the data layer for the new era of creativity in tech,” according to Deborah Hall, according to Deborah Hall, who co-founded Toronto-based Performance Content Group late last year. According to Hall, programmatically-traded online ad spots can be informed by social and mobile audience cues just as much as […]

 

Mobile Has Become the “Dominant Digital Advertising Platform,” GroupM’s Rob Norman

From being a niche advertising sector not too long ago, mobile advertising has fast become the dominant digital advertising platform, says Rob Norman, Chief Digital Officer of GroupM Worldwide in this interview with Beet.TV   The rapid  transformation has been propelled by Facebook and Twitter, he explains. The transformation to mobile provides new opportunities and […]

 

BrightLine, Raises Round, Activating Interactive TV Ad Production

AT SEA OFF THE COAST OF FRANCE — Advertisers are coming to realize that simply shovelling 30-second linear TV ad spots to connected TV platforms isn’t going to work – something that has spawned a new wave of vendors helping them customize ads for interactive screens. One such firm is New York-based BrightLine, which just […]

 

Video Make-up Star on Best Practices Working with Brands

CANNES, France – Bringing authenticity and an easy sell to sponsored content is essential, explains the make-up  web celebrity Camila Coehlo in this interview with Beet.TV The Brazilian is part of Maker Studios, which is bringing her advertisers and creative support, she explains.  We spoke with her at Cannes Lions.   More on Maker Studios […]

 

Disney’s Maker Studio Matches Brands & Content Across 23 Content Verticals

CANNES, France –  Disney’s Maker Studio, the Los Angeles based multi-channel network (MCN) that distributes and promotes web videos from some 55,000 content creators around the globe, made a big push for advertising dollars at the  Cannes Lions festival.   Jason Krebs, who heads up sales, says that Maker has what advertisers want – scale […]

 

Microsoft’s Ferris: Half Of Gamers Use Xbox For Multimedia

CANNES, France — Once upon a time, it was just a games device. Now, Microsoft’s Xbox consoles are used to consume TV, video, music and other content. “Gaming is the core,” says Microsoft’s advertising GM, Scott Ferris. “Over half of people who buy Xbox for gaming end up using it as their all-up entertainment source.” […]

 

Attribution Is ‘Game-Changer’ For AOL’s Adap.tv

CANNES, France — The recent acquisition by AOL’s Adap.tv programming video ad sales unit of two smaller vendor companies will help close the loop between marketing spend and corresponding sales, says a company exec. AOL acquired Santa Monica-based Convertro and Seattle-based Precision Demand. “The combination really helps change the game in terms of how you […]

 

Publicis Programmatic Head Beringer: No One Solution Fits All

CANNES, France – While there has been considerable conversation in programmatic media circles about a movement away from open exchanges to private exchanges, it’s not a matter of choosing one solution,  but of both, says Stephan Beringer, President of Audience on Demand at VivaKi, the digital unit of the Publicis Groupe. We spoke with during […]

 

Nielsen Product President Hasker: We are Moving “Well Beyond the GRP”

CANNES, France — Nielsen global product leadership president Steve Hasker has put up a spirited defense of his media audience research provider and one of its core measurement tools. “A lot of people will talk about the GRP (Gross Rating Point) being dead,” he tells  moderator Terence Kawaja at this Beet.TV leadership summit. “We have never argued […]

 

MediaCom CEO: Programmatic Spurs Ad Creativity

CANNES, France — Some may characterize the rise of so-called “programmatic” online ad trading and control techniques as the transition of Mad Men into “maths men” – but one agency boss thinks the technologies can spur creativity by liberating staff from “drudge”. “I don’t think anyone signs up for our industry to be staring at an […]

 

Best Video Ads Are Moving to Private Exchanges: Videology’s Jamboretz

CANNES, France — Advertisers are increasingly buying spots in online video ads through private exchanges, not on open exchanges, in order to guarantee quality inventory. “The majority of our clients are using private marketplaces … not just going out in to open exchange,” according to video ad tech platform Videology‘s chief development officer Ryan Jamboretz. […]

 
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