Upfront Buying Will Remain Key To TV: StickyADS’s Chatelat

LONDON — “Programmatic” ad trading technology emerged in to this world in the form of real-time bidding for ad spaces, on open, auction-based exchanges. So it’s a good job, for anyone vying for a piece of the TV ad industry pie, that times have changed. After all, that kind of ad buying system is anathema […]

 

Viewability Will Re-Price Premium Inventory Next Year: comScore’s Trigg

LONDON — When buyers can successfully identify which ad impressions are really viewable, how will ad pricing change? For one thing, publishers are going to work a lot harder, according to one measurement exec. “Viewability has become the conduit for identifying, at least, some really good quality traffic that does the work,” says comScore advertising SVP […]

 

Media Technology, Not Great Creative, Will Become Commoditized: GE’s Boff

Describing her company’s approach to choosing audience channels for its creative messages as “almost peripatetic,” GE Chief Marketing Officer Linda Boff predicts that media technology will become commoditized but never breakthrough creative. Having sold off most of its financial services holdings, the GE brand is now about energy, health and transportation and becoming a “digital […]

 

Addressable TV Will Provide Clients Better Value: GroupM’s Jakob Nielsen

LONDON — With more than 50% of set-top television devices in the United Kingdom capable of delivering addressable advertising, clients of GroupM are excited because addressable provides more niche targeting and reduces dependence on panels for audience measurement. “We have to a little bit careful we don’t think we will change the world in one […]

 

GE Chief Creative Officer Andy Goldberg: The Cover’s ‘Been Torn Off’ Of Traditional Content Creation

Consumers have come to expect brands to entertain them as much as Hollywood does. The best way to accomplish that is to shock them—not for shock value itself but to shock them “in amazement,” says GE’s Chief Creative Officer. Andy Goldberg believes that when it comes to creating content, nothing is off the table these […]

 

AT&T, MediaWorks Cites Cross-Screen Addressable Trials, Plans Product Rollout

In its first-ever trials of cross-screen addressable advertising for television and mobile devices, AT&T AdWorks  saw “tremendous” results tied to various key performance indicators for Walmart, a luxury automaker—and itself. “We ate our own dog food,” VP of Marketing Maria Mandel Dunsche says in an interview with Beet.TV. That’s a reference to the company’s experiment with Opera […]

 

Ad Threats & Consolidation In Kawaja’s ‘House Of Cards’

The threats are mounting. With challenges like viewability, fraud and ad blocking rising, the online ad industry could risk falling, just as Rome’s empire did before it. That’s the view of Terence Kawaja, the famed digital media M&A advisor, whose just-released 100-slide deck, inspired by Netflix’s House Of Cards, lays the industry bare. LUMA's State of Digital Media at DMS 16 […]

 

Dynamic Creative Optimization ‘Nothing Short Of Amazing’: Xaxis’ Moore

Whereas traditional media optimization has focused on who an ad is delivered to, dynamic creative optimization (DCO) is the how and what you show them, according to one of its big proponents, David J. Moore, chairman of WPP unit Xaxis. “Once you add that component to a digital campaign, the results are nothing short of […]

 

BOA’s Paskalis Fears Ad Blocking Over Fraud, Viewability

What keeps the Senior Vice President of Media at Bank of America up at night isn’t the fear of digital advertising fraud, transparency or viewability. It’s ad blocking, and Lou Paskalis says a main conversation at this year’s Cannes advertising confab must address a different approach to engaging with consumers. Ad blocking, Paskalis says in […]

 

Initiative’s Magel Seeks Marriage Of Art And Science In Cannes

As he walks the halls of the Palais des Festivals convention center at Cannes, Kris Magel hopes “to be inspired” by examples of how data are informing the best advertising work in the world. As opposed to simply meeting with other executives who also have traveled to France for the annual creative pilgrimage, “I’m going […]

 

PHD: Data + Creativity = Yin And Yang, Not A Struggle

When Craig Atkinson talks about the contributions of data and creativity to advertising that is most effective in engaging consumers, he thinks in terms of Taoism, while some people perceive a struggle between the two. “I think the reality is they have to work in a yin and yang kind of approach,” Atkinson, Chief Investment […]

 
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