Addressable TV Ad Spend Up 3x: SMG’s Scheppach

The ability to target individual television ads with internet-style precision is no longer just a fantasy – it’s here and now. In fact, spending is booming. “I’m putting about three times as much money in the marketplace as I was a year ago,” Starcom MediaVest Group’s precision video EVP Tracey Scheppach tells Beet.TV in this video interview. […]

 

Addressable TV Is Here, Now And Small: IPG’s Bayer

For the last couple of years, the industry has been getting excited about the possibility to target individual homes via TV with the surgical precision of the internet. But so-called “addressable TV” is no longer far away. “A third of the United States right now is lit up for household-addressable advertising,” according to ad group […]

 

Future Of OTT TV Ads Is Better Engagement: Roku’s Rosenberg

Over-the-top internet TV box maker Roku may have begun its apps line-up with premium services like Netflix, but the operator is also building a business from enabling free app publishers to benefit from ads in the platform. Roku advertising VP Scott Rosenberg says ad-supported apps are amongst the fastest-growing category on the Roky platform. So […]

 

Viewability Is A ‘Baseline’ For Buying Ads: Moat CEO

Advertising fraud has grown up as one of several scourges that ad buyers are now worrying themselves with in the digital age. But ad fraud detection technologies mean that advertisers have every right to expect the ads they bought are really viewed by real people, says one exec. Moat CEO Jonah Goodhart tells Beet.TV, in […]

 

Advertisers Must Be Accountable For Performance: DoubleVerify CEO

Media banker Terence Kawaja recently neatly encapsulated the many technology threats that are making advertisers scream like an Edvard Munch painting. But, with ad fraud, non-human traffic and ad blocking all gathering pace, is it advertisers’ responsibility to front up to the risks? “The brand advertiser, who, in the past, didn’t get very involved in the […]

 

Programmatic TV And Video Are Two Different Worlds: SpotX’s Cooke

So-called “programmatic” tools and platforms have revolutionized how online display advertising is bought and sold, now it has making inroads to online video ads – next up, many hope it can do the same in plain ‘ol TV. But that is easier said than done. “One of the challenges in bringing about this programmatic ubiquity […]

 

Weather Channel’s Agus Ponders Programmatic’s Global Challenges

LONDON — The Weather Channel has blazed a trail for programmatic advertising in the States, now it wants to do the same around the world – aware of the many different market challenges it will face. The company has been using so-called “programmatic” technology to sell ads for a year or two now. “I’m going to […]

 

Greenberg’s GABBCON Aims To Demystify Programmatic TV

COLOGNE — This summer, Gabe Greenberg left his post as general manager of advanced and programmatic television at The Trade Desk to launch a conference about programmatic TV advertising. Dubbed GABBCON (the Global Audience Based Buying Conference), the new LA-based enterprise is more than an event; Greenberg is also hoping to harmonize some of the many different interpretations about what, […]

 

Netherlands Leads Europe For Programmatic Video: IHS Study

COLOGNE — When it comes to technology adoption, conventional wisdom goes that the UK, France and Germany – in that order – tend to take on new practices ahead of the continent’s pack. But that belief has been up-ended by an IHS research report which shows another country leads the way. “The top market is the […]

 

NBCUniversal Now Ramping Up Its Programmatic Video Sales Via Private Deals

NBCUniversal is ramping up its programmatic video sales via private deals, but it’s not selling video inventory on open exchanges. “It’s our most prized asset, “ says Aaron Radin, SVP-Partnerships and Portfolio Products at NBCUniversal, in an interview with Beet. TV. “It’s the core asset of the company from a media standpoint, and we want […]

 

Advertisers Need More Transparency And Security: AudienceScience’s Bernard

COLOGNE — Advertising technology platforms are giving advertisers and ad buyers unprecedented and ever-greater abilities to plan, control, buy and monitor their digital ad campaigns. But with this new power comes, also, degrees of complexity. For starters, now that advertisers rely on more and more external technology partners, they are one step away from the nuts and […]

 

AppNexus’ Claims Positive Results For Video Reboot

COLOGNE — A couple of months back, we reported how AppNexus, the programmatic ad tech firm, told us it would reboot its video advertising offering after a troublesome start. And now it’s claiming initial results as promising. According to the company: “Based on conversations with clients who tested our product over the past few months, we’ve consistently […]

 

Bloomberg’s Caine Makes Multi-Screen Ad Pitch

COLOGNE — Time was, Bloomberg was just a business terminal. But now the financial news behemoth’s empire stretches across print, web, TV, video, radio and whatever-next. Paul Caine acknowledges the strength in traditional media – but wants to monetize all the new opportunities, too. “Over the next 12 months at Bloomberg, we’re all about disruption,” the […]

 

Programmatic TV A Tough Nut To Crack: Xaxis’ Schlickum

COLOGNE — So far, “programmatic” technology for planning, targeting and trading adverts have revolutionised online display advertising, and has extended far in to digital video. The opportunity in the multi-billion-dollar TV market is even larger – but don’t expect that to happen easily any time soon, according even to an exec from a programmatic ad tech […]

 

Publicis Marks One Year With Adobe Always-On Partnership

COLOGNE — Some folks in communications are starting to get excited about greater prospects for connecting up advertising and marketing. VivaKi, the advertising group Publicis’ digital unit, is now celebrating the “first birthday” of a partnership with Adobe to do just that. The so-called “Always-On Platform” gives all Publicis agencies access to Adobe’s Marketing Cloud suite, […]

 

Publishers Can Make More From Private Marketplaces: SpotX CEO

COLOGNE — Many top-tier publishers used to be skeptical about the so-called “programmatic” advertising trading technology. Time was, “programmatic” meant selling off unsold inventory for pocket change in real-time. But things are changing, according to one boss of a programmatic ad tech platform. “We’ve seen premium publishers start to launch private marketplaces” says SpotX CEO […]

 

Clients Pushing Programmatic From Video To Offline: Amnet’s Bunatyan

LONDON –  All the industry talk is of explosive growth in the trading of online ads through “programmatic” technology. But that talk is not as loud as the growth is fast, says one advertising exec. Amnet, the Dentsu Aegis Network’s technology-led targeting division, says expectations should be recalibrated. “The video forecast in terms of moving to programmatic has […]

 

CMO and CTO Dynamic Are Predictor of Programmatic Success: SpotX’s Merwin

LONDON — The effectiveness of a company’s CMO and CTO at working together are a good predictor of the brand’s success at activating programmatic strategies, according to Alex Merwin, VP-Global Programmatic Demand at SpotX. “You see this shift within the C-suite where CMOs are really being tasked with much more than customer acquisition, retention and […]

 

Programmatic Video’s Best Years Ahead: SpotX’s Siotis

LONDON – The selling of online video advertising using so-called “programmatic” trading technologies has come a long way in the last couple of years – but it has a way to go yet, according to online video ad platform SpotX’s UK and southern Europe MD Leon Siotis. “Although we’ve seen tremendous growth over the last five […]

 

‘Local World’s’ Malik Sees Programmatic Dictating Video

LONDON — Local World has accomplished quite a lot in a rather short space of time. Formed in 2012 to acquire Northcliffe Media and Iliffe, the outfit is now one of the UK’s largest local newspaper publishers, and an interesting case study in the digital reinvention of staid old printed local titles. Nowadays, Local World […]

 
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