No More Ratecards? Sky’s West On Addressable Ad Pricing

LONDON — If every TV ad campaign can be individually targeted, what good is fixed ad pricing anymore? UK satellite and telco provider BSkyB, which this year launched its AdSmart addressable ad initiative, envisages a spectrum of prices for different advertisers. “The conversation has moved on from being a commoditized rate that is transparent for […]

 

For News Video, Go Long: HuffPost Live’s Sekoff

For serious news video, forget Vine’s microscopic content, says the co-creator of Huffington Post’s live streaming video network, HuffPost Live. “The average video being watched on mobile devices is getting longer,”HuffPost live president and co-creator Roy Sekoff tells Beet.TV in this video interview. “A lot of people have made the bet on micro nuggets – […]

 

Video Not Ready For Programmatic Primetime: GroupM’s Wanck

Digital video won’t follow display down the “programmatic” ad-trading route until publishers are ready and willing, says one of GroupM’s digital division chiefs. “For video to truly become programmatic, the reach will have to increase, there needs to be more inventory,” GroupM interaction global COO Rudd Wanck tells Beet.TV in this video interview. “Publishers are not making […]

 

Marketers Can Reach ‘Meerkats’ With Mobile: Weather Channel’s Dan Young

LONDON — Mobile video heralds a chance for advertisers to reach consumers who may appear to be distracted or in the outdoors – but who are actually highly engaged and watching TV, according to Weather Channel international yield and programmatic Daniel Young. “It’s personal,” Young tells Beet.TV in this video interview. “They’re watching it not only […]

 

Attribution Is Changing The Currency Of Media: Adap.tv’s Ackerman

Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result. AOL recently acquired two companies in the “attribution” space which will enable this development – Santa […]

 

Data Is Essential To Programmatic: MediaVest’s Korenfeld

Even if it isn’t quite “the new oil”, data is becoming more and more important to the new era of advertising targeting. “Data is absolutely the most essential foundation piece of programmatic,” MediaVest advertising technology and platforms SVP Oleg Korenfeld tells Beet.TV in this video interview. “You cannot efficiently and effectively buy media if you don’t […]

 

‘Programmatic Upfronts’ Will Rise: Comcast’s Holmes

So-called “programmatic” ad-trading techniques may be more commonly associated with fast-moving, low-tier ad slots than with premium TV slots that are fought over months in advance – but the former can serve the latter, too, says an ad exec. “In the TV world, there is a very different supply and demand dynamic,” Comcast Cable’s advanced advertising […]

 

Programmatic Buying to Grow 52%, Magna’s Rayapareddi explains

Look for a myriad of new ad tech tools to come to the marketplace in the year ahead, says Veena Rayapareddi, VP at Magna Global/Cadreon in an interview with Beet.TV. From user data to location data to performance metrics, advertisers are increasingly relying on technology and data to guide them along today. Given the growing […]

 

Agencies Benefit from Building Data Management Platform

The use of data will fuel the future of all media buying, whether direct or programmatic, and that’s why it’s smart to manage data in house, says Vin Palozzi, VP Marketplace Development at Magna Global, in an interview with Beet.TV. “Modeling and the ability to use data has let us build strategies to make the consumers […]

 

Non-Marketers Hold Key To Programmatic: iProspect’s Adams

LONDON — In an advertising world increasingly fuelled by customer data, who do agencies go to for these vital ingredients? It’s not who it used to be, says Dentsu Aegis UK digital agency iProspect‘s chief media officer. “Five or six years ago, we were talking about the CIO, CMO and CTO groups merging together and […]

 

Video Ads Boost TV Campaigns: UM’s Kinniburgh

LONDON — Online video content doesn’t just lift online video marketing results – they can improve the overall outlook for TV ads, too. Universal McCann global chief strategy officer Hamish Kinniburgh tells Beet.TV in this video interview how his agency did so for Coca Cola during the recent soccer World Cup. “We were able to […]

 

HuffPo CEO Aims To Triple Video Inventory To Close Ad Gap

Advertisers must quickly move their money to online video to catch up with consumer demand – but publishers must give them reasons to, too, says the CEO of AOL’s Huffington Post Media Group, signalling a commitment to up its own game in the space. “The dollars are not flowing right now – there’s a gap,” […]

 

UK’s Sky Aims For Multi-Platform Sequential Advertising

LONDON — Don’t expect TV advertising to die a death any time soon – but get set for online ad techniques to take the medium to new heights. That’s the view from the top of one of the world’s most notable deployed addressable-advertising platforms. “TV advertising will not fundamentally change in the short term,” Jamie West, […]

 

Magna Global Aims for Programmatic TV Expansion

Many advertisers are aiming to expand their programmatic buys into TV this year, says Todd Gordon, EVP of Magna Global, in an interview with Beet.TV. “It’s natural for clients having success in programmatic to want to extend to TV where most of their ad dollars are going,” he says, adding that many Magna Global clients are […]

 

YouTube Stars Aide Brand Authenticity: Newcast’s Waugh

LONDON –Media agency ZenithOptimedia is one of those now helping clients produce branded video – and it reckons tapping in to existing talent with large audiences is the way to go. The agency has a division, Newcast, dedicated to creating TV and online video content opportunities for its clients. “It’s become much richer than ‘just […]

 

Data Can Unlock Creative Insights, Razorfish CEO Says

Programmatic buying and creativity are not mutually exclusive, says Pete Stein, Global CEO of Razorfish, in an interview with Beet.TV. In fact, the better marketers can connect the two, the more success they may have leveraging the data and insights available today. “Programmatic is what’s driving us to connect with the right people and creativity […]

 

Comcast Set to Deliver Addressable Ads to U.S. Households This Year

Comcast, the nation’s largest cable operator, is ready to deliver addressable ads on a household level and will rollout the service fully this year.  The ads will be the two-minutes that the cable programmers provide MSO’s within each hour. These are generally local ads.  Comcast is not delivering the network-level ads on an addressable basis. […]

 

Screen Hierarchy Is Being Shattered: SMG’s Fryett

LONDON — Digital platforms no longer sit at the sad and sorry end of a video spectrum that has always placed traditional television on a pedestal, says an ad-buying exec – now, consumers are happy for their second screen to become their primary screen. “This screen hierarchy, where the television is a sacred screen preferred by […]

 

Bigger iPhone Will Unleash Small Video: ZenithOptimedia’s De Cruz

LONDON — Apple’s latest, larger smartphone will ignite the market for mobile video – but content has to fit the size of the device and the time of consumers who use it, says an ad exec. “The demand is obviously there,” ZenithOptimeda Group strategy director Chris de Cruz tells Beet.TV in this video interview. “The ways […]

 

VOD Ad Prices Frustrate Some UK Buyers: Magna Global’s Oliver

LONDON — Online video often puts off some UK advertisers because the slots are more expensive than those on conventional broadcast TV, according to one agency head. “Linear TV, in terms of its price, has been fairly stable for a decade or so in the UK and is seen as pretty good value,” Magna Global UK […]

 
1 2