NEW YORK -- AOL's ambitious video operation, AOL On, doesn't need to operate a proper TV network - because it's digital-only original shows are already proving effective, says an exec from the outfit. "We see a lot of effectiveness when there's something uniquely digital about it," AOL On operations VP Michael O'Connor tells Beet.TV's Video Ad Effectiveness Summit in this taped interview. "'Candidly [...]

Many brands are struggling to effectively operate across both online and TV video channels, Nielsen's advertiser solutions global head Randall Beard tells Beet.TV in this video interview. "In general, clients either want to extend reach beyond TV using digital or use digital to maximize overlap," Beard says. "Very few players are doing it very well - we see most people achieving [...]

As advertisers straddle both the old TV world and the new online ecosystem with unifying ad measuring metrics, they are challenged to redefine effectiveness from both ends of the spectrum, says one industry exec. "The next battlefield has to be effectiveness," said Nielsen digital client services SVP Andrew Feigenson, when asked what's next during Beet.TV's Video ad Effectiveness Summit. "Why is it [...]

NEW YORK -- Nearly two years after Nielsen introduced its TV industry-style Online Campaign Ratings measurement system, one big agency is using the metric when placing almost all its online video ads. "It's a huge percentage of the dialog," Horizon Media's chief digital officer Donald Williams tells Beet.TV in this video interview. "North of 95% of the commitments we will make [...]

ANAHEIM — Orabrush was "the first company to figure out how to commercialize YouTube using YouTube’s commercial tools to get an ROI on a product," says company co-founder and head of marketing Jeffrey Harmon. We spoke with Harmon at VidCon to find out more about how Orabrush has utilized YouTube to sell product and become one of the video site’s [...]

Most of the $240 billion marketplace for TV advertising will be sold programatically and most of  it will sold via technology platforms like Adap.tv, says Amir Ashkenazi, founder and CEO of Adap.tv, in this interview with Beet.TV We spoke with him late this afternoon in the company's New York offices. Earlier today, AOL announced it had purchased the West Coast-based company for [...]

Today, AOL announced its biggest acquisition of the Tim Armstrong era with a $405 deal for video advertising technology firm Adap.tv.  Last year, we caught up with founder and CEO Amir Ashkenazi for this overview on the changing landscape of video advertising and the role of his company. Ashkenazi's previous start-up, Shopping.com was sold to eBay in 2005 for $620 million.

ANAHEIM — Today’s video creators have a wide variety of options when it comes to distributing their videos, from YouTube and Vimeo to Blip.tv, Hulu, Dailymotion, and beyond, yet many content creators are using YouTube alone. Yuri Baranovsky, co-founder of Happy Little Guillotine Studios, says "sticking to just YouTube isn’t the best option." We spoke with Baranovsky at VidCon about online [...]

ANAHEIM — Over the weekend, YouTube creators and fans gathered at the annual VidCon convention to celebrate online video. We had the opportunity to speak with VidCon co-founder John Green to find out more about the convention and some of the other projects he’s working on. John and Hank Green, the VlogBrothers, started YouTube in 2010. Four years later, Green says, [...]

ANAHEIM — One of the biggest themes at VidCon this year was Multi-Channel Networks (MCNs), like Maker Studios, Fullscreen, Machinima, Revision3 and others, and their role in the YouTube ecosystem. We spoke with Sarah Penna, Co-founder and Chief Creative Officer of media company and MCN Big Frame to find out more about these networks in general, as well as what [...]

NEW YORK - Even for a stalwart TV brand like ESPN, digital represents a huge portion of its footprint. In fact, digital now brings a 23% lift in reach for ESPN , said Barbara Singer, VP, Advertiser Insights & Strategy, ESPN during an interview with Beet.TV. "If you didn't have digital you would miss a lot of men. The lift is [...]

NEW YORK - Nielsen is pursuing the growth in real-time bidding with new tools that help link programmatic buying to TV data, says Randall Beard, Global Head of Advertiser Solutions, Nielsen during an interview with Beet.TV. "We are fueling programmatic buying and real-time bidding of digital audiences based on individual TV plans, so you can monitor your TV plan to see [...]

The key efficiency new-wave digital media sales holds over TV is clear - super-targeting through addressable, automated and programmatic buying models. But TV ads could soon be sold using the same techniques. "The technology to do that in digital display is a lot further along than in linear TV - but we believe that, over time, a portion of linear TV [...]

The New York Times, which recently put all of its news videos outside of its metered payment package, plans to make "significantly more" video to boost advertising income - after both digital and print revenue fell during Q2. "The appetite, specifically from advertisers, for opportunities to do video advertising on The New York Times is so great that we think the [...]

Right now, some premium online video publishers remain sceptical that programmatic digital ad-buying models are the best approach to sell their advertising space. But one top-level exec in the space believes many of them will become convinced once early adopters' success stories come down the pipe. "The more marketers start trumpeting the value they get out of having the ability to target [...]

Much of the energy in advertising nowadays is coming from data-driven algorithms that super-target just the right ads to just the right audiences, as this recent Sunday Times feature pointed out, noting the death of creative "mad men". But two ad tech executives speaking at Beet.TV's Chicago programmatic video ad summit said algorithms can serve creatives, too - if creatives let [...]

NowThis News, a New York-based video news start-up, has launched a channel on Instagram, the company announced today.    The year-0ld company, which creates and distributes short video news updates on current news, is thought to be the first news organization to use Instagram to distribute video clips. The Instagram clips are limited to 15 seconds in lenght. Earlier this year at SXSW, [...]

Seeking to expand the scope of its international news gathering, NBCNews has  with Global Post, the Boston-based organization which covers news around the world with a network of freelance writers, photographers and videographers, both companies announced today.   Global Post syndicates its content to various news organizations and surfaces its reports on its own site. The arrangement with NBC News provides extensive [...]

The advertisers who are pushing out ahead in the new world of programmatic and automated online ad buying are those who are prepared to accept that returns will be generated only after initial outlay. That's according to the products and services VP of Publicis' VivaKi digital group, Kurt Unkel. "One of the fund challenges in the space is: 'Is marketing an expense [...]

In his comments about the merger of Publicis Groupe and Omnicom, Publicis CEO Maurice Levy explained advertising has reached a new era, where "Big Data" is driving how advertising is both created and delivered.   Explaining how marketing and media is being transformed by technology, he is quoted in the Wall Street Journal as saying:  "exponential development of new media giants, [...]