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, deputy director of UK satellite and [...]

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 already using the agency's advanced [...]

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 place your TV ad in pre-roll’," Newcast global [...]

Already considered a leader in real-time brand content creation on a per-campaign basis, Oreo maker Mondelēz International in April announced a partnership, Blink Studios, in which it would try to habitualize the practise using editorial expertise from new-wave mobile news service NowThisNews. Now Mondelēz's global media and consumer engagement VP B. Bonin Bough reveals progress in this video interview with Beet.TV. "We've been able [...]

Inventory sold in the Microsoft ad exchange includes display and mobile apps and will eventually involve video, says Adam Roodman, Director, U.S. Targeting and Programmatic at Microsoft Advertising, in this interview with Beet.TV He says that while much of Microsoft's inventory is sold directly, on a reserved basis to advertisers, the rest goes into the company's ad exchange.  Roodman explains why [...]

The adtech industry continues consolidate  into giant tech silos, with several owned by big publishers including AOL, Facebook, Google and Yahoo.  But TubeMogul CEO Brett Wilson sees a conflict between the role of these media owners and their emerging  businesses as media buying platforms. TubeMogul is not in the media business and will not, says Wilson in this interview with Beet.TV [...]

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 is still necessary because it is [...]

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. The technology is driven by Invidi, explains [...]

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 the viewer for live TV viewing [...]

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 in which consumers are starting to [...]

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 head Richard Oliver tells Beet.TV in [...]

LONDON -- In the increasingly confusing and jargon-filled world of advertising technology, data management platforms (DMPs), software suites which let advertisers bring together disparate customer data sources to better target individual groups within, stand above others. Nicolas Bidon, UK MD of WPP programmatic division Xaxis, tells Beet.TV in this video interview: "The DMP is the brain that informs what you need to do [...]

Branded video has emerged as the hottest marketing approach for advertisers. At the  Cannes Festival, the “branded entertainment” track was the fastest growing with submissions. Media agencies, creative shops and new boutiques are lining up to produce digital-specific video content. But in the midst of this expansion, there are questions and challenges: how and where does that content get published, discovered, [...]

Innovid, the video adtech company known for the widespread use of its interactive in-stream ad unit, is finding explosive growth around its video ad platform which now serves more that 20  percent of the video impressions  in the U.S., says CEO and co-founder Zvika Netter in this interview with Beet.TV Netter explains the product offering, the workings with brands and their [...]

A Nielsen study of mobile video advertising effectiveness, commissioned by video adtech provider Brightroll, finds that cross-screen TV ad buying which includes video substantially drives the impact of a TV buy.   The study was presented this week at the Brightroll Video Summit in Manhattan.  For overview on the report, the and other developments around mobile video advertising, we spoke [...]

In its most recent quarterly earnings, Adobe Systems Incorporated reported $290 million in revenue for its Marketing Cloud, "with strong bookings growth." Based on the report. digital marketing services represent about 25% of Adobe's revenue. This week, we spoke with Brad Rencher, SVP of Digital Marketing, about fast-growing unit and recent deals including a partnership with the giant advertising agency Publicis [...]

Programmatic video planning and buying, which is becoming widely used around digital video, is moving to television buying with companies like Simulmedia who use targeted data to buy spots on the network,  the program  or on the day spot level, says Matthew Kramer, Director of TV and Video Products at Accuen, the programmatic unit of OMD, in this interview with [...]

Brands need to be willing to step back from branded content and let the story do the work, says Scott Donaton, Global Chief Content Officer at UM, in an interview with Beet.TV. That means marketers should use a deft touch on instilling a brand message (or not) in branded content, he explains. "You need to give people the pathway to understand [...]

LONDON -- As more data in digital video becomes available to marketers, it's still wise to focus on content as well, says Doug Ray, Global President of Carat, in an interview with Beet.TV. "How are consumers responding to and engaging in content?" he asks. "How do we think about planning in not just linear or digital, but how do we [...]

Horizon Media has inked a number of partnerships that will help it expand further into programmatic video and buying, says Donnie Williams, Chief Digital Officer at Horizon Media, in an interview with Beet.TV. Last month, the agency struck a deal with ad tech platform i.Predictus, a demand-side platform for TV advertisers. Access to the data i.Predictus has available can help buyers make [...]