A new kind of video advertising format could pick up this coming holiday season, as ad buyers look beyond usual pre-roll inventory in a market that still suffers from supply problems. So-called "out-stream" video ads, as introduced by Ebuzzing and Teads, don't play in video windows before video content; they play between text paragraphs, meaning advertisers can place video ads even [...]

Brands can win an audience for articles and videos they made, even in newspaper websites - if their material is worth consuming, according to a news group executive. Asked why users would consume content made by brands in vehicles designed to convey the news of the day, News Corp SVP and video head Rahul Chopra said: "To be frank, most people [...]

Web magazine Slate says it can make up for a lack of opportunities for its video advertisers by turning every text article in to a video ad opportunity. Sales VP Anthony DeMaio tells Beet.TV in this video that the title recently enlisted French ad tech firm Teads, whose technology inserts auto-playing pre-roll ads in between text paragraphs. "I find myself constantly walking [...]

The best kind of video to put an pre-roll ad for cars is in, well, videos about cars. But the context that drives video ad engagement is not always so clear-cut. Video ad tech vendor Innovid's just-published research in to the topic shows that, whilst auto ads placed against auto videos yielded a 40% higher engagement rate, pharmaceutical ads performed 130% [...]

To succeed in a cross-device world, advertisers should develop personalized experiences for each screen with messages tailored to the device and, when possible, to the consumer, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV. That kind of ecosystem needs more complex measurement and also attribution, he adds. "How can we look at the entire customer [...]

Content marketing is on the cusp of breaking through, and needs a few best practices in place to become a powerful marketing tactic, says  Gian LaVecchia, Managing Partner, Digital Content Marketing at MEC, in an interview with Beet.TV. Linking strong storytelling, with metrics and distribution is vital, he says. "If you  don't have rigorous distribution strategies you will fail. It's about thoughtful [...]

US radio network Cumulus Media may be best known for its on-air content. But, if JT Batson has his way, the group will soon also be profiting from on-line multimedia presentations. The company's chief revenue officer tells Beet.TV about plans for Cumulus' Nash country music station: "On January 1, we’re launching Nash TV, which is a full web video component. In December, on Fox television, [...]

It may have started life as a tool for editors to validate user-generated content for editorial stories but, following its acquisition by News Corp, Storyful is also being set to work for advertisers' commercial goals. "We saw a social radar," News Corp. video SVP Rahul Chopra tells Beet.TV in this video, " - tell us what you’re looking to find and [...]

SAN FRANCISCO - After signing a deal with Clypd this summer allowing it to buy ad inventory for its clients from TV providers like Cox and DISH, video ad tech vendor BrightRoll reckons it can take a piece of the traditional TV advertising sector. Video is video. whether it’s own on a phone, an iPad, a television set in your living [...]

For marketers to move more money from TV to digital, they need true parity in measurement, says David Hohman, Nielsen's agency solutions EVP  in an interview with Beet.TV. "Parity is a consistent measurement across digital and TV. You need to be able to consider the devices, and you need to be able to attribute what's being done on programs and [...]

As marketers expand deeper into video content, they would be smart to apply best practices to the creation of videos, says Joe Migliozzi, Managing Director of Digital Media at Mindshare in an interview with Beet.TV. That means advertisers should produce content that fits the platform,  use assets of varying length, and apply a light touch when it comes to branding. "Branded [...]

SAN FRANCISCO - Facebook's acquisition of LiveRail for a reportedly $400 - $500 million, which was announced on July 2, closed yesterday, reports TechCrunch. Last week in San Francisco, we interviewed LiveRail CEO Mark Trefgarne about next steps.  While LiveRail will operate and serve its clients as a stand alone entity, the company moving its headquarters to Facebook offices in Menlo [...]

Today, the 15- or 30-second pre-roll ad is the primary mechanism for monetizing online video through advertising. But could it actually be having the opposite of marketers' desired effect? According to Ebuzzing and Teads North America MD Jim Daily: "The user sitting there, forced to sit through  a 30-second preroll is sitting there saying, 'I hate this brand - I have to [...]

The idea drew John Oliver's ridicule last week, but publishers who are growing increasingly comfortable with branded content production for text are looking next at servicing brands with video opportunities, according to a panel convened by Beet.TV.  These and other publishers are surfacing native advertising outside the pre-roll, in a variety of new, rich media, display units.  "We’ve got content across News Corp [...]

The world's biggest newspaper website intends to start making more digital video of its own, to satisfy advertiser demand for more premium inventory. "We produce 900 stories a day ," says Mail Online's North America sales VP Matt Kaplan in this video. "Maybe 20% of those pages has a video on it. About 2% result in a video play. "We’d like to radically [...]

The recent deal signed by ad agency Publicis' digital unit VivaKi to buy ads from Amazon's new self-service display tool crystallizes the outfit's ethos, says company exec Marco Bertozzi. "The Amazon announcement is the fruition of 18 months of working with them -it’s a case study for exactly what we’re trying to do with our big partners in the media space," [...]

The six-second canvas represents a new opportunity for video content marketing as a means to to drive business response, says  Gian LaVecchia, Managing Partner, Digital Content Marketing at MEC, in an interview with Beet.TV. Vine is pushing creators to think through a new lens and tell stories in a compact way, and so is Twitter's "Amplify" program, he says. "There are profound [...]

As consumers interact with ads across platforms, brands increasingly need to better understand attribution across those channels, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV about multi-platform marketing strategies. Given the changes in consumption, the industry needs a streamlined analytics approach to cross-channel behaviors, he says. "If we are going to acknowledge that people [...]

Given the wide range of video strategies available in the market, brands should understand the different value of different types of video. How-to videos, for instance, can often be most effective at driving a consumer to purchase, says Joe Migliozzi, Managing Director of Digital Media at Mindshare in an interview with Beet.TV about video advertising beyond the pre-roll. "As video plays [...]

Ad agencies are desperate to spend money on online video - they just don't see enough premium publisher inventory against which to advertise. So video ad tech vendor Teads is helping publishers turn their existing assets in to video ad opportunities, with its ad formats like inRead that inserts auto-playing video ads in content publishers do have plenty of - text articles. Following [...]