Dynamic Ads Give Creative Biggest Upside, Prohaska Says

The world of digital advertising has spent the last couple of years enthralled by the new targeting, automation and trading super-powers bestowed on it by software. Now – almost apologetically, it seems – many ad-tech execs take pains to remember to talk about the messages that, after all, make advertising tick. Indeed, creativity is back on […]

 
 

‘Creative DMPs’ Will Help Threatened Agencies Adapt To Dynamic Creative: Xaxis’ Moore

Creative agencies are threatened by the emergence of new technology that necessitates a re-think in the means of producing video ads, and a new kind of software will need to arrive to help them through it. That’s the view according to veteran ad man David J. Moore, the chairman of WPP’s Xaxis programmatic outfit. Speaking at […]

 
 

Monumental Shift’s Davis: Forget The Funnel, Focus On Outcomes

Best-selling author Andrew Davis has great disdain for MFOMO (Marketer Fear of Missing Out), CMO Pizza and the “marketing funnel.” He believes that if brands concentrated more on outcomes and not market share, they could avoid all three of these pitfalls. It was Davis, of Monumental Shift, who kicked off the recent Beet.TV Leadership Summit […]

 
 

Amid Audience Declines, TV Networks Must Prove Outcomes: Tom Rogers of WinView Games

Proving ROI on television advertising is “still in a fairly primitive state,” amid massive network audience declines and rising CPM’s. It’s a paradigm that Tom Rogers believes cannot continue much longer. Buying TV broadly on demographics without being able to match exposures to purchases leaves little opportunity for measuring spending efficiency, says Rogers, who is […]

 
 

BBDO’s Estrada On The Importance Of Partnerships To Leverage Creative Options

Before the advent of digital media, the unbundling of creative and media at general advertising agencies made lots of sense. Now it takes more effort to bring those functions together so that creative is best suited to particular platforms. This is one reason why it’s important to bring the right partners into creative agencies, according […]

 
 

Better Measurement Can Plug Digital Targeting Gaps: Nielsen Catalina’s Feigenson

A “crisis of confidence” in digital media can be alleviated in large part by better measurement solutions. “If measurement is done well, it informs the way advertising works,” says Andrew Feigenson, Chief Revenue Officer for Nielsen Catalina Solutions. If the advertising industry maps measurement as a key performance indicator, it we can start addressing some […]

 
 

Future Ads Will Blend Art & Science, Says Eyeview’s Barber

If you want to shoot dozens of fragments of video ad permutations to combine in to the perfect single ad for a solitary viewer, you had better skill up both your engineering team and your creative staff. That’s what Sam Barber is doing. The creative director of Eyeview Digital, a company which helps advertisers pull off one-to-one […]

 
 

Video At Inflection Point: From Branding To Driving Sales, Says Sequent’s Spaeth

While brand marketers have employed marketing mix modeling for a long time, it’s not the most effective way to measure the return on digital video. That’s where attribution comes in. “Attribution looks at things at a very detailed transaction level. Individual people and households and devices, so it’s able to really see the impact of […]

 
 

Eyeview’s Harnevo: Focusing On Business Outcomes Solves Many Digital Media Issues

Judging digital video campaigns based on the success metric of actual business outcomes can solve industry problems beyond calculating direct ROI, according to the CEO of video marketing technology provider Eyeview. “We’re trying to get brands, agencies and the ecosystem to move away from all this arbitrary proxy metrics of clicks and completions and demo […]

 
 

In Lieu Of TV Ads, West Elm Embraces Video And Tests Retargeting

How does a consistently profitable online and bricks-and-mortar retailer thrive without spending money on television advertising? By going big on video, constantly testing and iterating and using ad cost metrics to measure campaign ROI. “We’re definitely in the camp of being very pro video,” says Luke Chatelain, VP of Innovation at West Elm, the furniture […]

 
 

Facebook’s Slotwiner: Advertiser ROI Questions Getting More Sophisticated

Advertisers and agencies asking Facebook to explain the ROI on advertising campaigns on its platform is nothing new. And although the questions are getting more sophisticated, there’s still a lot of learning going on at Mark Zuckerberg’s social creation. Since the earliest days of measurement on Facebook, its researchers were “focused on understanding what media […]

 
 

WPP’s Moore On The Roles Of Creative, Media Shops In Dynamic Optimization

It’s no secret that creative has lagged behind marketers’ ability to optimize media campaigns. Turns out that some of the delay derives from creative agency business models. To David Moore, President of WPP Digital & Chairman of its Xaxis unit, it comes down to being able to pull as many levers as possible for clients. […]