Virool, the San Francisco-based video programmatic ad company, which launched in 2012 with a self-service platform for small producers, has expanded its offering  to include to big ad agencies, trading desks and brands, explains Brian Danzis, Global Chief Revenue Officer in this interview with Beet.TV Danzis says that the company serves videos programmatically to a publisher network that includes Forbes, the [...]

Creative optimization of video assets, meaning the personalization of a digital video advertisement delivered to targeted consumers, is driving Web activity and ROI, explains Kim Kyaw, Manager of Digital Marketing and Social Media for Land Rover, in this interview with Beet.TV The automaker uses Eyeview to customize video ads to consumes in some 90 markets, Kyaw explains. We interviewed her at a [...]

RUN, the New York-based programatic mobile ad buying platform, has been acquired by Publicis, the company announced last week.   This week, we spoke with Jay Askenasi, CRO about the company, the acquisition and plans to continue to serve the ad buying industry outside of Publicis.

NAPA, CA - While video advertising transactions will inevitably move to programmatic or automated systems,  there are big barriers now and one of the biggest is the lack of proper analytics around video views on OTT devices and game consoles, says Julian Zilberbrand, EVP Activation Standards, Insights and Technology at the global media agency Zenith Optimedia. He says that systems are not [...]

TouchCast, the interactive video platform co-founded by former TechCrunch editor Erick Schonfeld, has been gaining traction in use by the BBC. Now it is announcing The Wall Street Journal will also use the innovative new service. TouchCast lets video producers embed interactive web elements including images, maps, web pages and other videos inside digital video, each expanding when clicked on by [...]

NAPA, CA -- The rise in programmatic advertising has been tremendously disruptive the client - media agency relationship,  with many clients embracing technology solutions in-house, says Joanna O'Connell, former Forrester analyst and now lead analyst at AdExchanger. Agencies are being challenged to change.  Some, like Starcom MediaVest in its relationship with Kraft, have made an effective transition. In the interview she talks [...]

NAPA, CA  -  The advent of addressable TV, a scenario where by advertisers can deliver their messages to a specific household set-top box,  will bring more advertisers to TV, says Gary Milner, Director of Global Digital Marketing at computer giant Lenovo, in this interview with Beet.TV While this is notion of addressable advertising is still some years off, it will represent [...]

SAN FRANCISCO -- Earlier this year, UK satellite TV and telco giant BSkyB set up an outpost in Silicon Valley, hoping to invest in technology companies that might give it an edge in digital media. Having already invested in video aggregator Pluto.TV, mobile native ad tech's Sharethrough and VR video upstart Jaunt, business development VP Hilary Perchard says he is keeping an eye open for [...]

MediaStorm, an independent media agency that represents a number movie studios and television programmers and networks, is finding high efficiency in providing online video ads that are customized for specific consumers, says Charlie Fiordalis, Managing Director, in this interview with Beet.TV He cited the work of Eyeview in delivering versions of film trailers that match the interest and location of the [...]

NAPA - IPG's Magna Global is working with FreeWheel and TubeMogul in a programmatic reserve program to buy premium video, reported AdExchanger earlier this month.   Brands participating in the program include Allstate and Target. At the TubeMogul partner meeting last week, we interviewed Vin Paolozzi,  Vice President, Marketplace Development and Investment at Magna Global for an overview on the test [...]

NAPA, CA - Clypd, the Boston-based start-up, that has raised $13 million in funding, is focused on the sales automation of TV advertising inventory of broadcasters and MVPD's. In June the company announced its integration with a  number of digital video platforms, allowing companies including TubeMogul, Turn and Google. to buy TV ads through the software solution.    While it's all [...]

Eyeview is serving customized video ads for a number of big consumer brands including Land Rover and Lowe's, delivering customized versions of creative to individual consumers, explain Oren Harnevo, CEO, in this interview with Beet.TV Harnevo calls it "programmatic creative," delivering a sort mash-up existing and new campaigns which are targeted with rich data, powered by the company's DSP. Beet's Ashley J. [...]

NAPA, CA -  In order to guarantee valued inventory for its advertisers, Xaxis has implemented  a program to secure premium publishing supply through an "upfront" trading strategy.   This solution is powered by video ad tech provider TubeMogul, says Jessica Levine, Director of Video at Xaxis, the programmatic agency of WPP, in this interview with Beet.TV She also speaks about pricing, [...]

With local television advertising inventory maxed out in the current election cycle, hundreds of campaigns around the country are using programmatic video to target voters with online video, many who don't watch TV, explains Scott Nathanson, VP of Sales for SpotXchange, the video ad tech firm. SpotXchange has activated  nearly 200 campaigns in key election battleground states of Kentucky, Kansas, Colorado [...]

CHICAGO -- From clients who will take on the role of their own agencies to the need to reach out to YouTube stars - media agencies know they need to adapt, but how? In a panel convened by Beet.TV, several agency reps chewed over their tactics and visions. Havas Media Worldwide social marketing director Len Kendall: "Media agencies really need to extend [...]

CHICAGO -- In the age of viewer impatience, creative agencies may no longer have the luxury of stringing marketing messages out over even something as short as 30 seconds, says a chief from IPG's media planning and buying agency BPN. "You have to think about the first few seconds. We have to think about modularity of creative … whether these 30(-second videos) are [...]

SAN FRANCISCO -- CBS may just be beginning to unbundle its TV service but, in the UK, dominant pay TV service BSkyB has been offering over-the-top interview device viewing for some time to both its existing subscribers and a new wave of non-subscribers. The company's separate NowTV brand offers Sky movie, sport and entertainment subscription channels on a reduced monthly or even one-off [...]

CHICAGO -- Brands should development a measurement plan when embarking on branded content, says  Tom Weeks, SVP and Group Brand Director at SMG's LiquidThread  in an interview with Beet.TV. Knowing what to count from the start can set expectations for branded content campaigns, especially when working with a partner. "Partner with the right companies and figure out how they're going to push it [...]

CHICAGO -- Weather often affects consumers' moods, and that means it can impact purchase behavior, says DJ Reali, SVP MultiPlatform Sales at the Weather Company, in an interview with Beet.TV. As such, the Weather Company often looks to pair consumer data with weather conditions to deliver targeted ads. For instance, Weather Company has worked with Pantene to deliver ads based on humid conditions, [...]

CHICAGO --  Placement on a site and or media channel is vital to ensuring branded content actually reaches consumers and can be viewed, says Jonathan Hoffman, President at ZeroDot/President Experience Design at Starcom MediaVest Group, in an interview with Beet.TV. In addition, brands should think about how to create a value exchange with their content. "We need to make sure we aren't talking to [...]