VivaKi’s Paul: Programmatic Proof Will Turn On More Premium Publishers

Right now, some premium online video publishers remain sceptical that programmatic digital ad-buying models are the best approach to sell their advertising space. But one top-level exec in the space believes many of them will become convinced once early adopters’ success stories come down the pipe. “The more marketers start trumpeting the value they get […]

 

Ad Creatives Need To Adopt Programmatic Testing, Starcom’s Tracey Paull

Much of the energy in advertising nowadays is coming from data-driven algorithms that super-target just the right ads to just the right audiences, as this recent Sunday Times feature pointed out, noting the death of creative “mad men”. But two ad tech executives speaking at Beet.TV’s Chicago programmatic video ad summit said algorithms can serve […]

 

VivaKi’s Unkel: Patient Spenders Leading Programmatic Push

The advertisers who are pushing out ahead in the new world of programmatic and automated online ad buying are those who are prepared to accept that returns will be generated only after initial outlay. That’s according to the products and services VP of Publicis’ VivaKi digital group, Kurt Unkel. “One of the fund challenges in […]

 

Publicis, Omnicom Merger: It’s about “Big Data” says Maurice Levy

In his comments about the merger of Publicis Groupe and Omnicom, Publicis CEO Maurice Levy explained advertising has reached a new era, where “Big Data” is driving how advertising is both created and delivered.   Explaining how marketing and media is being transformed by technology, he is quoted in the Wall Street Journal as saying:  “exponential […]

 

Rumors Of Cookies Death Are ‘Greatly Exaggerated’

CHICAGO — New European laws, consumer revolts and unsupportive devices… these are testing times for cookies, the client-side files that transport user data to advertising networks. But 2013 may not mean the end of the cookie is nigh. “The rate of which cookies are going away is greatly exaggerated,” advertising data group eXelate‘s chief marketer Khurrum […]

 

Video’s Chicken-And-Egg Problem: ‘Not Enough Programmatic Inventory’

CHICAGO – Online video is booming – but not enough to make for a big programmatic advertising business yet, one video ad exec tells Beet.TV. “Video is beautiful because it tell a story (for advertisers),” data company eXelate‘s marketing chief Khurrum Malik says in this taped panel interview at Beet.TV’s Chicago programmatic video ad summit. […]

 

Programmatic Ad Buying to Transform Publishers’ Sales Teams, SpotXchange’s Jeremy Straight

CHICAGO – With the rise of online ad exchanges and real-time bidding systems, many are wondering what purpose publishers’ own in-house sales teams have anymore. That question was tackled by video ad exchange SpotXchange‘s business development SVP Jeremy Straight during Beet.TV’s recent Chicago programmatic video advertising summit. “Publishers realize the same efficiencies that maybe the […]

 

TubeMogul CEO’s ‘Shocking’ Truth: Only Half Of Videos May Be Viewed

CHICAGO – Of the many pieces of data being brought to the video ad chain by software developers, amongst the most important should answer the question: “Is this video really being watched by a viewer?” TubeMogul CEO Brett Wilson’s company has open-sourced code to let advertisers see what percentage of a video window is really […]

 

Kellogg’s Boosts Digital ROI to 6X with Real-Time Targeting, comScore’s Fulgoni

CHICAGO – Brand marketer Kellogg’s has seen its ROI for programmatic campaigns increase five to six times by optimizing them in real-time using comScore’s Validated campaign Essentials Measurement tools, says Gian Fulgoni, Executive Chairman at comScore, in an interview with industry analyst Ashley J. Swartz, CEO and Founder of Furious Minds, at the Beet.TV Programmatic Video Advertising Summit. “What […]

 

TubeMogul’s Wilson: Private Ad Marketplaces Are Boon For Publishers

CHICAGO — Online private ad marketplaces are a boon for ad-selling publishers, despite what some think, according to the CEO of video at tech firm TubeMogul. In this taped interview at Beet.TV’s programmatic video advertising summit, Brett Wilson said the marketplaces have created a new layer of mid-tier pricing: “You had your premium tier – […]

 

As Programmatic Buying Becomes Ubiquitous, Research Must Follow, Starcom’s Paull

CHICAGO — As programmatic buying becomes more widepread, agencies are spending less time convincing clients to try it and more time making the deals, says Tracey Paull, Senior VP and Digital Media Director at Starcom in an interview with industry analyst Ashley Swartz, CEO and Founder of Furious Minds at the Beet.TV Programmatic Video Advertising Summit. Many clients try […]

 

Programmatic Buying of Video Ad is Booming, but Creativity Must Follow, VivaKi’s Kurt Unkel

CHICAGO — So-called “programmatic” ad-buying tactics, which let ad planners reach tightly defined audiences using efficient targeting and buying technology, has come a long way. Now the next challenge for programmatic algorithms will be learning to connect with creatives, says one digital ad leader. “Today, media is always outpaced from a technology perspective relative to […]

 

Programmatic Buying to Surpass One-Quarter of Digital Video Ad Spend in 2104

CHICAGO — Given the increasing interest from premium publishers in programmatic buying, video ad marketplace SpotXchange is betting that more than one-quarter of all video ad spend will be of the programmatic variety by 2014, says Jeremy Straight, Senior VP Business Development at SpotXchange in an interview with Beet.TV. Digital video ad spend is slated to […]

 

eXelate’s Malik: Life is Better at Top of Video Ad Funnel

CHICAGO — Advertisers are finding it easier to use online video like conventional static display ads – because specific targeting through video remains challenging, according to one ad data exec. “People think about display as ‘top of funnel’ and ‘bottom of funnel’ – branding and direct response,” eXelate marketing chief Khurrum Malik tells Beet.TV in […]

 

VivaKi’s Chris Paul: Ad Sweet Spot is Experiential and Addressable

CHICAGO — So-called “programmatic” online ad-buying technology may help advertisers eliminate waste by targeting specific users, but the best campaigns include a blend of programmatic and conventional, according to one advertising executive. “The combination of experiential marketing and addressable marketing is where you find the real sweet spot and the best ROI in your marketing […]

 

VivaKi Study Cites Value in Interactivity of Tablet Ads

CHICAGO – Adding layers of interactivity to tablet-based ads increases engagement, says Beth Doyle, VP of Innovations at Publicis Groupe’s Vivaki, in this interview with Beet.TV. VivaKi recently completed a study with 26 advertisers and publishers delving into best practices for tablet ads and concluded that adding interactive elements to various ad formats can boost […]

 

Starcom Doubles Down on comScore for Online Measurement

CHICAGO — Media agency Starcom has placed its bet on comScore as its primary partner for online campaign measurement, and that’s helping streamline negotiations for TV, video and other mediums, says Tracey Paull, Senior VP and Digital Media Director at Starcom. “As an agency we want to stand behind a single verification platform,” she says, adding that […]

 

comScore Introduces “Viewability” Tool, Gian Fulgoni

CHICAGO  –   Having  a clear set of analytics around where video ads appear on publisher pages has become essential to advertising agencies who are demanding more accountability.   This movement has lead to the introduction of “viewability” tools from several players including Tremor Video’s VideoHub, a consortium lead by TubeMogul and a product from Vindico. The […]

 

Publicis Groupe’s VivaKi Unit Teams with Ad Tech Start-ups in “Ventures”

CHICAGO – VivaKi, the digital agency unit of the Publicis Groupe, has forged strategic alliances with about 15 emerging ad tech companies in a mutually productive relationship, explains Alyson Hyder, VP, Ventures at VivaKi, in this interview with Beet.TV Some of the companies in the program are Flite, Mass Relevance, Nativo and Visible Measures.  Hyder […]

 

Programmatic Video Ad Buying Raising Tensions with Publishers and Advertisers as Medium Evolves

CHICAGO – While the buying of selling of video advertising via automated exchanges is growing quickly, there are a number of conflicting agendas emerging between advertisers, who  are seeking effective pricing,  versus the sellers of the content who want to maintain control over rates and inventory, observes industry analyst Ashley Swartz in her wrap-up of […]