From Data-Informed To Fully Addressable: Videology’s Ferber

CANNES — The CEO of video ad planning, buying and execution tech platform Videology acknowledges, right now: “The vast majority of television-based media is not fully addressable.” So he imagines a world where, today, technology supports TV ad buying that is merely “data-informed”, evolving later “all the way up to fully addressable”. With New York-based Videology, […]

 

Weather Company Charges Into Mobile Video, Buoyed by Data

CANNES — One of the biggest benefits of data is that it can personalize the media business, especially through video, says David Kenny, Chairman and CEO at the Weather Company, in this interview with Beet.TV  from the Cannes Lions Festival. “Weather is this place that is very personal, very local, uses enormous amounts of data and you can combine […]

 

Ad Buyers Need Standardized Viewability Metric: Teads’ Daily

CANNES — When the Media Ratings Council specced out what truly constitutes a “viewable” ad impression, in a world increasingly falling victim to fraudulent ads, ad buyers rejoiced. And then the whole system began fragmenting. Now, it seems, some customers are getting confused about which viewability trackers are right. “As viewability becomes more and more a transitionary […]

 

How Transparent Does Ad Tech Really Need To Be, AMNET’s Karandikar Wonders

CANNES — During a panel discussion at Cannes Lions, disagreement broke out over how much ad buyers should know about the so-called “transparency” in ad network and programmatic practices. “If the agency and the client can have a very clean discussion about what is the value of the offer and what is the fee they charge, […]

 

Brands Want More Info From Trading Desks: Unbound’s Brunick

CANNES — Many brands are now beginning to take the opportunity to buy ads through programmatic platforms purely under their own steam, rather than enlisting ad-buying agencies. But what is the experience like? Whilst such a feat is eminently possible, Michael Brunick, partner in programmatic ad advisory service Unbound, says: “Several brands we’ve been working with have been doing programmatic […]

 

Strong Buying with Great Efficiency are Top Tools for Brands, Mindshare’s Bitterman

CANNES — This summer has become known as the season for media agency pitches, and clients are most eager for “tools and people,” says Jordan Bitterman, Chief Strategist of Mindshare NA.  “Most of the clients are public companies and they are in a cycle. There are three times a year that we do a review process […]

 

TV Isn’t Dead: Viewership Decline is Due to “Broken” Audience Measurement, GroupM’s Gotlieb

CANNES –  Something dramatic happened to TV viewing about 18 months ago: Aggregate viewing dropped.  This has happened in large part as audiences moved  to video-on-demand and the measurement services which have not been up to the task, says Irwin Gotlieb, chairman of WPP’s GroupM unit. He says that some 70 percent of the drop in viewership is […]

 

Daily Mail Leans on Video for Views, Engagement, Steinberg explains

CANNES — Video has become a core focus of Daily Mail’s news service, says Jon Steinberg, CEO of Daily Mail North America, in this segment recorded the Cannes Lions Festival. Daily Mail generates 80 million video views each month, and licenses videos from AP, Reuters, Getty and others, with one million visits a day to its home […]

 

Video Ads Should Match User Experience, Teads’ Chappaz

CANNES –To be effective, video ads should better align with the user experience. Those type of ads will benefit both brands and consumers more, says Pierre Chappaz, Executive Chairman at Teads, in this video interview with Beet.TV from the Cannes Lions Festival. Better ads are important because currently upwards of 70% of pre-roll ads are never seen […]

 

Pitchapalooza: Media Change is Driving Agency Reviews

CANNES — What is the sound of $25 billion changing hands? It’s enough to prompt a sharp in-take of breath from ad agency execs. That is the amount at stake after many of the world’s biggest brands recently began reviewing their long-held agency relations. Why are the brands putting agencies on notice? Because times are a-changin’, say industry […]

 

Artificial Intelligence Technology Poised to Rock Ad Business: PHD’s Cooper

CANNES —  Artificial intelligence is poised to become one of the biggest changes wrought by technology in the advertising business in the years ahead, says Mike Cooper, CEO Worldwide of PHD, in this interview with Beet.TV.  “In ten to fifteen years time, artificial intelligence will take decisions out of our hands about what we do, and there […]

 

How Bank of America Is Reaching Millennials via Vice and Pinterest

CANNES — In an effort to reach millennials, Bank of America turned to a platform and a publisher that people don’t closely associate with financial services: Pinterest and Vice. The conversation with Vice CEO Shane Smith began in Cannes a year earlier and led to a video series the bank is sponsoring entitled “The Business […]

 

Civolution’s Teletrax Focuses On TV-Synced Digital Ads

CANNES — After Philips bought out its part-owned UK video watermarking company Teletrax in 2008, it rolled it up in to a new unit called Civolution, which also offered TV event audience measurement and second screen functionality. Now Civolution has sold off the latter pieces to Kantar, it is returning to the original brand, Teletrax, which will focus on TV […]

 

E-commerce Huge: Our Competitor is Walmart, Not other Media Agencies, GroupM Chair Irwin Gotlieb

CANNES — The ad spend on paid media has dramatically dropped over the decades, representing one of the biggest evolutions in the marketing business, Group M’s Irwin Gotlieb tells Maria Mandel, VP Marketing at AT&T AdWorks, during this leadership session with AT&T AdWorks on “The Dawn of Targeted TV Advertising” at Cannes. The shift in shelf space from physical […]

 

Omnicom And Partners Push Ads To Drive Commerce: Nelson

CANNES — A common theme out of the recent Cannes Lions advertising festival is advertisers’ quest to turn messages in to actual ecommerce sales. That’s what agency Omnicom’s digital CEO Jonathan Nelson is shooting for, too, with big partners. “We’re huge partners with DoubleClick, we’re big Atlas partners,” he tells The Weather Company CEO David Kenny in […]

 

How Choice Enhances Ad Engagement: true[X]’s Levy

CANNES — TV ads aren’t as effective as they could be online because viewers instinctively want to be able to exert choices over otherwise passive content. That’s according to an ad exec whose company enables that functionality. “We have incredible budgets for television commercials. What we haven’t really seen is incredible production budgets for digital […]

 

Yahoo Now Reaches 188 Million Video Viewers: Utzschneider

CANNES — Yahoo arrived at Cannes last month ready to talk about video and programmatic. Lisa Utzschneider, the company’s SVP-Sales, Americas, observed that Yahoo’s video offerings now run the gamut from long-form original content (such as a custom opportunity for Honda in “Community”) to short videos in digital magazines to Sponsored Posts on Tumblr that […]

 

Ad Fraud Is An Erupting Volcano: Bank of America’s Paskalis

CANNES — After a couple of years of estimates that upwards of 30% to 50% of online ad impressions may have been fraudulently served by nefarious bots, it has begun to seem like platforms have gotten across the problem. Try telling that to Lou Paskalis, who holds the marketing purse strings as Bank of America’s global media […]

 

Rubicon’s Stevens Sees Retailers Becoming Publishers

CANNES — If you thought it was just media companies that were selling automatic online advertising, think again. Retailers are also becoming media companies, and they are using programmatic to do it. Programmatic ad tech vendor Rubicon Project’s international GM Jay Stevens tells Beet.TV he anticipates the “confluence” of database marketing with display advertising. “Some of […]

 

Video and Mobile Primed for Media Disruption, Havas’ Dominique Delport

CANNES — Video will become ubiquitous and will disrupt many aspects of the media landscape, says Dominique Delport, Global Managing Director of Havas Media Group, in this interview with Beet.TV about the future of video advertising. Consumers are engaging with video on nearly every platform and service across most digital devices, he says. From Vine to Instagram to YouTube […]

 
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