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 of the issues of confidence “and [...]

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 ads, says that mix of [...]

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 digital video,” says Jim Spaeth, who [...]

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 targeting,” says Oren Harnevo. It’s as basic [...]

Keynote Speakers  Kristin Dolan, CEO, 605 Carl Fremont, Global Chief Digital Officer, MEC (GroupM) Ryan Jamboretz, Chief Revenue Officer, Videology John Paul, Managing Director, Advanced Advertising and Data, Liberty Global Adam Shlachter, President, Global Innovation, PMX, Publicis Media Erica Schmidt,  Managing Director, North America, Cadreon (IPG Mediabrands) Seth Walters, Sr. Partner, Interactive & Connected TV, Modi Media (GroupM) Jamie West,  Group Director of Advanced Advertising Sky PLC Featured Speakers Scott Braley, [...]

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 and housewares retailer that’s a division [...]

BARCELONA -- Advertising via mobile phones may now be an established strategy - but it is an opportunity that still requires plenty of refinement. At Mobile World Congress, WPP CEO Sir Martin Sorrell told Beet.TV mobile technology still wasn't attractive enough to make it a truly engaging ad medium, while P&G marketing VP Sophie Blum said the small screen was a challenge. Now [...]

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 mix results were saying about us [...]

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. “With the advent of dynamic creative optimization, [...]

BARCELONA -- Brands have had long enough to adapt to the reality of modern media - consumer are all over mobile. So why are so many getting it so wrong? When IPG’s mobile and technology agency Ansible worked with survey group YouGov to produce an index ranking brands' effectiveness at mobile presentation, some of the figures shocked global CEO Travis Johnson. The index examined 2,000 [...]

BARCELONA -- That phone in your pocket? It doesn't exist. Not literally, of course. But the last year has seen a big shift in the outlook for mobile, according to one ad agency exec who recently took charge of global innovation. Speaking with Beet.TV in this video interview at Mobile World Congress, Adam Shlachter, president at Publicis' PMX division, says mobile is [...]

BARCELONA -- Facebook doesn't just sit back and let brands struggle with the tools it gives them for communication. It employs teams of creative heads to engage with agencies and brands, helping them produce optimum content to deploy through the network. The leader of one such team is Rob Newlan, Facebook creative shop EMEA director. Newlan has been in the job for six years, [...]

BARCELONA – Forget mobile first. It’s a mobile-only world providing challenges and opportunities for marketers and publishers as they embrace one-to-one consumer engagement, according to the President & CEO of the Internet Advertising Bureau. “It’s a completely different way of thinking about marketing,” Randall Rothenberg says in this interview with Beet.TV at the Mobile World Congress 2017. “All marketers are kind [...]

BARCELONA -- Mobile phones have rebooted the marketing landscape - but brands can now exploit the new possibilities they offer. That is according to a marketing chief from one of the biggest brand groups in the world. "Mobile is not a device anymore - it’s a lifestyle shift," says P&G EMEA marketing VP Sophie Blum, in this video interview with Beet.TV at [...]

BARCELONA – You never know where a client-specific initiative will lead in the mobile space. For Turner, a good example is its 2016 partnership with CA Technologies on the CNN Politics app. “That was the first thing we have ever done where we started with the mobile concept and then a lot of the ideas from that app then branched itself [...]

BARCELONA – Being “multiplatform by design” affords Christina Miller a crystal ball view into the wants and desires of Generation Z, also known as the Plurals generation. “We were serving millennials 25 years ago,” recalls the President of Cartoon Network. So what’s the difference? While millennials were digital natives, Plurals are mobile natives with an expectation of seamless content consumption across [...]

BARCELONA -- It was already consulting for media companies across the industry. Now MediaLink's acquisition by Ascential, the company which runs the Cannes Lions Festival of Creativity is set to give the firm a stronger role easing the concerns of worried brand execs. In fact, CEO Michael Kassan says the company plays kind of a "therapist" function for agencies and brands at risk of a [...]

BARCELONA -- Most people in the media and marketing industries know that Red Bull is amongst the most celebrated of pioneer companies when it comes to branded content. The soft drink brand creates and publishes about extreme sports activities around the world to amplify its tagline, "Red Bull gives you wings", the most notorious of which was a skydive from space. So what is the secret recipe [...]

BARCELONA -- Despite years of promise, mobile advertising has still not developed in to a full-fledged advertiser medium, because inadequate technology is causing advertisers to hold back on spending. That is according to the boss of the world's largest ad agency holding group, WPP CEO Sir Martin Sorrell. Speaking with Beet.TV in this video interview at Mobile World Congress, Sorrell says the famous mobile ad spending [...]

BARCELONA – As Turner continues to reinvent itself from the inside out, its Chairman and CEO sees the media giant becoming a “fan engagement company” to better monetize content. In this interview with Beet.TV at the Mobile World Congress, John Martin discusses Turner’s ongoing investments in data-enabling technology, partnerships with new distribution players and the potential impact of an AT&T-Time [...]