CHICAGO -- The internet may have displaced newspapers, magazines and radio in many consumers' lives. But advertising execs - even those from technology backgrounds - don't believe TV is about to croak any time soon, a Beet.TV panel heard. DigitasLbi’s programmatic strategy and analysis VP Brian Zaben: "It’s not going anywhere. It will just be more informed. The data points we’ll be able [...]

CHICAGO -- As young adults increasingly look at their mobile screens instead of their TV screens, advertisers can reconnect with tomorrow's consumers by delivering video executions, says AOL video sales VP Margee Anderson. "Broadcast is certainly not going to go away (but), with millennials ageing, we’ve got to be able to reach them where they are - they’re bypassing television "Video is where mobile [...]

CHICAGO -- Storytelling and data can go hand in hand in digital marketing, so long as marketers keep searching for insights in real time, says Danny Huynh, SVP and Group Director at Havas, in an interview with Beet.TV. "You have the ability to story tell based on data at hand. You use data as you are doing resesrch for helping create the story, then [...]

CHICAGO -- AOL's strategy on creating video content centers around the notion of capturing a moment, or cultural movement and then letting brands connect with that, says Marta Martinez, AOL's Head of Global Video Sales, in an interview with Beet.TV. "We try to think holistically about how to create content meaningful for the web, and bring to life stories and voices, and [...]

CHICAGO -- Programmatic digital ad trading techniques have their place in the TV world - but no-one should expect adoption like that which has been seen in online display so far, says one video ad exec. "Digital thinking is, for sure, going to come over to TV," says Starcom MediaVest Group’s precision video EVP Tracey Scheppach in this video interview with Beet.TV. [...]

CHICAGO -- Digital video can come top of the marketing funnel - but the medium isn't yet in a position to easily transition to the main screen in the house. "Video is a great first touchpoint (with audiences) - then we start to close them off with some of the display and lower-funnel tactics," DigitasLbi’s programmatic strategy and analysis VP Brian Zaben tells Beet.TV [...]

CHICAGO -  For many publishers, creating scale around video production, coupled with  getting those videos watched, is not easy. For advertisers, there is highly limited inventory, with about 4 percent of video pre-roll suitable for top tier brands, says Jim Daily Managing Director of North America for video ad tech platform Teads. Daily says the revenue opportunity for publishers, and the [...]

San Francisco video syndicator Vidible has been purchased by AOL.  Terms were not disclosed, but Peter Kafka at re/code puts the price at "around $50 million." Unlike other video syndicators, notable AOL's own 5Min, which split ad revenue between the syndicator and the publisher, Vidible is not a rev sharing scenario, but has created a technology platform, explain Tim Mahlman, president [...]

CHICAGO -- She's has successful consumer tech show on AOL, has more than two million YouTube subscribers, 1.4 Twitter followers  - Internet video host Justine Ezarik "iJustine" is a new-wave internet celebrity. And now she's also intent on more online video brand partnerships. In the segment, she announces the introduction of her very own pizza, created and sold by Pizza Hut. iJustine is in [...]

CHICAGO -- Fast food brand McDonald's says it has an opportunity to produce marketing video that both educates and entertains consumers, as its online video ambitions evolve from modest origins. "About a year ago, we hired a chief digital officer with intent to build and staff a team," says the group's digital brand engagement global director Sosti Ropaitis. "Right now, we are [...]

CHICAGO -- So-called "addressability" promises to make every individual TV set as targetable to advertisers as internet-connected devices are today. But that's not going to happen at scale without a big shift, says an investment advisor and consultant. "Buying audiences in a more targeted fashion is antithetical to the way television sellers package and sell their programmes for advertisers," Vertere Group CEO Tim [...]

CHICAGO -- Retailer Target reckons its crown has been stolen in conventional TV marketing - but it sees a chance to reclaim it in digital. "We are a very large TV advertiser," Target digital media VP Brent Rosso tells Beet.TV. "A lot of our approach has been copied in the marketplace. You hear a jingle (in the ad) and you used to say, 'That’s [...]

CHICAGO -- AOL sees video as spurring the next web age, but eventual manifestations of that will depend very much on consumption context, says an exec from the company. "The third wave of quantum innovation in the web is going to be driven by sight, sound and motion," AOL video sales head Marta Martinez tells Beet.TV in this video interview. "That’s [...]

CHICAGO -- In 2014, TV began learning the targeting tricks that digital media have deployed for years. In 2015, those techniques will kick in to high gear, says one ad agency exec. "(In) 2014, I see a marketplace that has essentially gone from zero to $300 million of spend," according to Starcom MediaVest Group’s precision video EVP Tracey Scheppach. Scheppach likes it: "SMG [...]

CHICAGO -- After being named by advertising peers the most creative marketer at this year's Cannes Lions, McDonald's is ready to bolster the part video plays in its digital efforts. "We’ve been the definition of  a mass marketer," the group's digital brand engagement global director Sosti Ropaitis says in this video interview with Global Online Video Association executive director Paul Kontonis for Beet.TV. "But [...]

CHICAGO -- The collection of new-wave automated ad targeting and trading techniques known as "programmatic" may have initially been seen as helping advertisers drive down inventory costs - but that is no longer the sole way ad buyers see it. "This is not a CPM crunch where we’re racing to the bottom, but a way to be smarter," DigitasLbi’s programmatic strategy and [...]

In comScore's monthly ranking of video advertising properties, AOL reached the top spot for the time. It  ranked #1 in video ad reach, serving ads to 53.8 percent of the total U.S. population in October. BrightRoll Platform came in second with 52.3 percent reach, followed by LiveRail with 52.1 percent, SpotXchange Video Advertising Platform with 51.6 percent and Q1Media – AdExcite [...]

Expect a rash of direct-to-consumer over-the-top offerings from networks and broadcasters in the next year or so, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. "Networks and broadcasters need to establish a direct relationship with the audience," he says, and direct-to-consumer offerings let them do just that. "We need to watch their viewing habits and engage with them [...]

Big media companies are increasingly keen on locking in long-term native advertising commitments, if the latest of two big announcements this week is anything to go by. Tribune Media's broadcast subsidiary Tribune Broadcasting, whose TV stations include KTLA of Los Angeles and WGN-TV of Chicago, is about to announce an exclusive partnership to feature sponsored content links paid for via Taboola, [...]

Mediaocean, which currently helps ad buyers plan, execute and analyze advertising on TV using software, is about to get greater traction in the online video world, through a partnership with Videology. The integration will make online video ad inventory amassed by Videology buyable by Mediaocean's customers within their existing dashboard of Mediaocean's Spectra product. In a press release, Mediaocean says the deal [...]