Guardian Digital Gains Offsetting Print Decline

LONDON — Guardian News & Media is getting set to report that digital publishing revenue is helping make up for print revenue that is shrinking, according to the group’s commercial director. “This year, when we report our results in July, we’ll say that, for the second year in succession, the growth in digital has exceeded the […]

 
 

Video Can Be More Than A Brand Medium: POSSIBLE’s Brown

LONDON — In advertising, video may have grown up as a display medium for brand advertisers – but it could be a direct response mechanism, says the EMEA CEO for digital agency POSSIBLE, a WPP unit. “Some of the great stuff being done today either talks about the human condition … and the other thing […]

 
 

Mindshare’s Johnston: IPTV Heralds Video Opportunity

LONDON — Mindshare Worldwide’s chief digital officer Norm Johnston sees video’s jump from the desktop to the living room screen as one of the biggest advertising and content opportunities in the years ahead. “What’s interesting is the possibilities within IPTV,” he tells Beet.TV. “Forty percent of televisions in the US are now connected to the […]

 
 

BBC Research: Mobile Is Best Device To Reach Affluent Consumers

LONDON — Research commissioned by BBC Worldwide shows the top 20% highest earners are fully engaged and readily reachable by mobile advertisers. “Senior executives – do they look at their mobile phones all the time? The answer is ‘yes’,” says Tom Bowman, VP Global Strategy & Sales Operations, BBC Worldwide. “Amongst affluent consumers groups, the mobile […]

 
 

Digital Video Nearing Scale, SMG’s Stark

LONDON — Digital video is quickly on pace to reach scale, says Liz Stark, Digital Activation Direction at Starcom MediaVest Group in an interview with Beet.TV. “Digital publishers are bringing new opportunities to the table especially with the 2014 New Fronts, and we will have the opportunity to have the complementary balance of quality and scale. We […]

 
 

Personal & Relevant Data Drives Real-Time Success, SMG’s Petruccelli

LONDON — Data is essential to successful real-time marketing, but the data needs to be useful, says Sabino Petruccelli, Head of Performance Marketing at Starcom MediaVest Group, in an interview with Beet.TV. “I don’t think we should get too hung up on big data as we should on good data. Good data means you have […]

 
 

Quality Is Essential for Branded Content: Guardian’s Watkins

LONDON — High quality and plenty of integrity are important for brands and publishers working together on commercial editorial, says the executive who launched The Guardian’s branded content division this spring. “The most critical thing is to ensure that the caliber of the content, if it is branded, is of such a high standard that […]

 
 

France is Leading in Programmatic Linear TV Ad Buying, here’s why

LONDON — A number of factors have given rise to the position of France as a leader in programmatic ad buying across digital video and linear television, explains Anne de Kerckhove, managing director for EMEA for Videology, in this interview with Beet.TV She says that many big publishers and broadcasters in France have embraced programmatic […]

 
 

Programmatic TV On Cusp Of Take-Off: Videology’s McLachlan

LONDON — Programmatic online advertising control techniques have become popular in web channels; now broadcasters and video operators are ready to shed scepticism toward the technology, says an exec with a bird’s-eye view of the market. “Increasingly, the community is appreciating that programmatic is premium,” says video ad tech firm Videology‘s Head of Global TV Strategies, […]

 
 

Programmatic Can Boost Even Fixed-Price Ad Deals: VivaKi’s Smith

LONDON — When programmatic online ad trading techniques hit the big time, headlines focused on their use in auction environments. But conventional-style display advertising can be upgraded by programmatic, too, says one ad agency exec. “One of the really interesting spaces is the evolution of private marketplaces and this concept of ‘programmatic guaranteed’ … now […]

 
 

Programmatic Buying to Command Major Spend in Cross-Media Budgets

LONDON — Programmatic buying widens the playing field in online video because it lowers the cost, says Nigel Waring, Director of Performance Marketing and Biddable Media at SMG during an interview with Beet.TV. “Traditionally it has been difficult to make video work because of the cost barrier. But when it’s allied to real-time buying you can optimize […]

 
 

Guardian Uses ‘Attention Analytics’ To Amplify Content

LONDON — If “data is the new oil“, The Guardian is sitting on a well. The news publisher has built its own in-house analytics platform, dubbed “Ophan”, to measure dozens of metrics for thousands of stories, chief digital officer Tanya Cordrey tells Beet.TV. “It shows the performance of our content at any moment of any […]

 
 

Nestle’s Nigel Conway: Media & Creative More Closely Linked

LONDON – Cannes Lions has evolved from a creative-centric festival to a far more integrated event, recognizing a range of media, says Nigel Conway, Global Head of Media Communications at Nestle, in an interview with Beet. TV. “We are seeing media fully represented. We want to make sure we are producing integrated communications plans that leverage the […]

 
 

Xaxis Combats TV Distraction With Synchronized Mobile Ads

Now that TV viewers are using mobile devices to distract themselves from TV ads, GroupM’s data-driven Xaxis unit is trying to bring those ads to the palms of their hands. The unit recently launched Xaxis Sync, its technology for buying ads on social networks at the same time they run on TV, in further global markets, following inception […]

 
 

Mobile Ad Spend Lags Device Usage: SMG’s Easterbrook

LONDON — UK consumers are spending insane amounts of time on their phones. So why aren’t advertisers putting proportionate amounts of money in to the devices? “Because the mobile marketplace has been relatively fragmented, it has made it feel a little bit difficult and risky for people to get executing on phones in the way […]

 
 

VivaKi’s AOD Wants Industry Platform For Native Ads

LONDON — It’s only natural that native advertising articles exist only on the websites of the individual publishers who sell and create them – after all, they depend on the tone and content production skillset boasted by that publisher. But Danny Hopwood wants native’s small reach to break out of their creators’ own confines, with […]

 
 

The U.K. Tops Percentage of Digital Ad Spend, the IAB’S Phillipson

LONDON – With some 35% of all advertising going to digital media, or about $10 billion last year, the U.K. may have the greatest percentage of digital ad spend in the world, says Guy Phillipson, CEO of the IAB UK, in this interview with Beet.TV In the interview, he shares the state of digital in […]

 
 

The Guardian to Relaunch Its Mobile App, Here’s Why

LONDON — The Guardian will reboot its mobile app with a new design in the next few weeks after spending the last year re-thinking its mobile web and mobile app strategy, says chief digital officer Tanya Cordrey. “Probably within the next month or two, the new Guardian app will be hitting your local app store […]

 
 

VivaKi’s Bertozzi: Video Puts Retargeting In A New Dimension

LONDON – Those ads that follow users around the web with a banner for a vacation after they browsed for a vacation may soon be more than just banners. “The ability to retarget someone with a video as as opposed to just a display ad adds an interesting new dimension,” the EMEA president of Publicis-owned […]

 
 

Cannes Lions Preview: Branded Entertainment is “Exploding Out of All Proportion”

LONDON – Mirroring the rapid growth of content created for and by brands, there has been a surge in award submissions in the category of “branded entertainment.” It is “exploding out of all proportion,” says Philip Thomas, CEO of Cannes Lions in this interview with Beet.TV Another fast growing sector among the Festival’s seventeen categories is […]

 
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