CHICAGO -- Coca-Cola's groundbreaking small world machines campaign has won awards and reached around the world, but it wasn't easy to pull off. The goal of the branded content effort was to showcase corporate responsibility but also bridge borders, says Vincent Geraghty, EVP and Executive Director of Production at Leo Burnett, in an interview with Beet.TV. However, installing a Coke vending [...]

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 Monica-based Convertro and Seattle-based Precision Demand. "It’s changing the [...]

In the age of smart glass everywhere, what's the difference between a TV and a phone anymore? Comcast Cable wants to give its subscribers value by offering them content from their home TV on devices out of home. In this video interview, the company's video services SVP and GM Matt Strauss tells Beet.TV how the group is now giving Xfinity customers [...]

CHICAGO -- Branded content is slated to replace the traditional 30-second spot, says Len Kendall, Director of Social Marketing at Havas Worldwide, in an interview with Beet.TV. "Think about the millenial sitting on the couch watching TV, when the ad pops up they are on their phone, and during the commercial there is no reason for them to continue staring at the [...]

Collective, a programmatic advertising technology company, is using its ad decisioning engine to buy linear television, explains Eoin Townsend, Chief Product Officer, in this interview with Beet.TV   The amount of video inventory to be bought on a programmatic basis is quite, small and limited largely to local time slots on cable programming, it will grow in time. Unlike some companies [...]

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 understand who you're going after, programmatically. "Data allows [...]

CHICAGO --  Producing branded content can help a marketer stand out from the competition, says Cristel Turner, Director of Brand Advertising, Strategy and Business Marketing at U.S. Cellular in an interview with Beet.TV. That's why the cellular company recently partnered with ABC's "Shark Tank" on a sweepstakes and sponsorship for the popular ABC TV show. "We are committed to being champions of entrepreneurship, [...]

In online advertising, data management platforms (DMPs) are winning fans by letting ad buyers plug in customer data, break customers down in to segments and then target those segments. But even that advanced technology is being upgraded, says Adobe Audience Manager product marketing director Ali Bohra. "The DMP has evolved by going beyond data and tying it back to identity management," he [...]

CHICAGO -- Less than a year after it began testing auto-playing video, Facebook is the winner in a tipping point against rival Google. "In the month of August, on desktop viewing, they delivered about a billion more views than YouTube - which is pretty amazing," co-founder and chairman emeritus Gian Fulgoni reveals to Beet.TV in this video interview. "While there’ s reach advantage [...]

Three years after first embarking on its overseas expansion, Huffington Post says the strategy is running healthily to exceed the original targets it set for next year. "We thought back then that, if we could reach more than 100 million readers by the end of 2015, we would have created something that would be very sustainable and successful," CEO Jimmy Maymann [...]

CHICAGO,  The Jun Group,  a video ad tech company that serves branded video ads to several hundred publishers site and mobile apps,  is in a pact with the big WPP media agency Mindshare for its real-time ad delivery platform called The Loop.  In an interview with Beet.TV, Jun Group CEO Mitchell Reichgut explains how his company is working with Mindshare [...]

Following this spring's merger of video ad tech firms Ebuzzing and Teads, the pair last week rebranded as just "Teads." That company is now setting its sights on going public next year. In this video interview with Beet.TV, CEO Bertrand Quesada explains why: "We want to be independent." "We want to raise capital to be able to scale our business faster - we are [...]

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 VP Rob Holmes tells Beet.TV in [...]

CHICAGO -- Video ads are three times more effective than display ads in delivering brand goals, says Gian Fulgoni, co-counder  and executive chairman emeritus of comScore, in an interview with Beet.TV "Video-delivered campaigns are much more effective than display in terms of a causing a lift in some action metrics as well as attitudinal branding metrics like favorability, recall and purchase," [...]

Video viewing by a new generation, who see their phones and tablets as their "TV," is driving a transformation of video consumption.   Advertising will be more integrated into mobile video as measurement tools become more sophisticated next year, says Bruce Falck, a former senior Google executive who recently joined video ad tech provider BrightRoll as COO running day to [...]

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 prevalence of programmatic buying, Rayapareddi expects [...]

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 aware of a brand message [...]

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 becoming a blurred conversation across each [...]

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 respond with client content in online video [...]

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," Jimmy Maymann tells Beet.TV, in this video [...]