CHICAGO - Online video is booming - but not enough to make for a big programmatic advertising business yet, one video ad exec tells Beet.TV. "Video is beautiful because it tell a story (for advertisers)," data company eXelate's marketing chief Khurrum Malik says in this taped panel interview at Beet.TV's Chicago programmatic video ad summit. "The problem with programmatic video right [...]

CANNES -- Tremor Video has seen a big jump in digital video buying based on cost per engagement or brand lift says, Melinda McLaughlin, Chief Marketing Officer for Tremor Video, during an interview with Beet.TV. In fact, Tremor's cost-per-engagement business is growing at a rapid clip with big brands, she says. "We see performance pricing as the answer for more measurable brand [...]

Programmatic buying and selling of advertising will be front and center during Advertising Week in New York when AOL presents an industry event called the "Programmatic Upfront" on September 23,  AOL CEO Tim Armstrong announced today in this video which we have posted below. In framing the event, he says that "nothing is more important" to the growth of the industry [...]

CANNES -- Immersive and interactive storytelling are becoming more vital for brands, commercials and branded content, says Ari Kuschnir, CEO, co-founder and Executive Producer at m ss ng p eces, during an interview with Beet.TV. Kuschnir heads up a creative production company that has developed a range of interactive digital content for brands including Google, American Express, Red Cross. "We want to tell meaningful, [...]

CANNES -- Ideally, in-stream video advertising will give viewers control and let them impact the narrative in the future, says Jonathan Hoffman, President of Experience Design at Starcom MediaVest Group, during an interview with Beet.TV. With targeting techniques available, viewers now expect they'll be shown or served something that is relevant emotionally and contextually. "It comes down to the quality of [...]

CHICAGO – With the rise of online ad exchanges and real-time bidding systems, many are wondering what purpose publishers' own in-house sales teams have anymore. That question was tackled by video ad exchange SpotXchange's business development SVP Jeremy Straight during Beet.TV's recent Chicago programmatic video advertising summit. "Publishers realize the same efficiencies that maybe the agencies are seeing," Straight told interviewer and [...]

CHICAGO – Of the many pieces of data being brought to the video ad chain by software developers, amongst the most important should answer the question: "Is this video really being watched by a viewer?" TubeMogul CEO Brett Wilson's company has open-sourced code to let advertisers see what percentage of a video window is really in-view. But he thinks such data [...]

When Microsoft announced last month that Xbox One players will be able to broadcast their live gaming sessions via the Twitch.TV platform, many people could have been forgiven for asking: "Twitch who?" But the announcement was a crowning for the former Justin.TV, the livestreaming service that was so often home to illegally-streamed content. Now the company, which pivoted two years ago [...]

CANNES -- Repurposing TV spots for online video doesn't give brands the best creative canvas for the digital medium, says David Sanderson, Senior Creative Director at Tremor Video, during an interview with Beet.TV. For instance, if engagement is an important metric for the media team, the creative team should build formats with that in mind from the get-go rather than [...]

CANNES -- Video publishers are increasing the frequency and length of pre-roll ads that have become the medium's de facto monetisation method. But some in advertising believe brands are better off by ditching interruptive methods and instead making highly engaging ads. During this nine-minute-long TechTalk session at Cannes Lions presented by Tremor Video, four execs talked about their vision. Music video and TV [...]

NEW YORK -- Many broadcasters, cable and satellite operators have, over the last couple of years, rushed to bring their programming to new mobile and tablet devices. Next on the product roll-out list are living-room boxes. "We're seeing a lot of major operators and programmers aggressively working toward delivering simulcast across a wide breadth of IP-connected devices," Adobe senior product evangelist [...]

San Francisco-based LiveRail, a video advertising platform which helps publishers manage automated video sales, is now the second largest online video ad property behind Google (YouTube) with 2.3 billion ads viewed in June, according to the most recent report from comScore. BrightRoll was a close third in video views served, but surpassed LiveRail in the total number of hours, comScore found. Last [...]

Having built a business verifying newsworthy amateur video  for YouTube and several professional news organizations, Storyful now wants to  have uploaders  profit from their work as well as properly control their rights. In this video interview, executive editor David Clinch tells Beet.TV the Dublin-based start-up recently introduced features to help users manage the rights for their videos across multiple Web portals including [...]

CHICAGO - Brand marketer Kellogg's has seen its ROI for programmatic campaigns increase five to six times by optimizing them in real-time using comScore's Validated campaign Essentials Measurement tools, says Gian Fulgoni, Executive Chairman at comScore, in an interview with industry analyst Ashley J. Swartz, CEO and Founder of Furious Minds, at the Beet.TV Programmatic Video Advertising Summit. "What we provide for Starcom (Kellogg's agency) [...]

CHICAGO -- Online private ad marketplaces are a boon for ad-selling publishers, despite what some think, according to the CEO of video at tech firm TubeMogul. In this taped interview at Beet.TV's programmatic video advertising summit, Brett Wilson said the marketplaces have created a new layer of mid-tier pricing: "You had your premium tier - where your direct sales force would [...]

Adobe is going live with a refresh for its Marketing Cloud suite and a third iteration of its social advertising platform, as it hails social networks as "a unique opportunity for marketers". The interface update, trailed in March, brings closer together the analytics, experience management, targeting, media optimisation and social planks of Adobe's Marketing Cloud advertiser platform. The 3.0 version of its [...]

CHICAGO -- As programmatic buying becomes more widepread, agencies are spending less time convincing clients to try it and more time making the deals, says Tracey Paull, Senior VP and Digital Media Director at Starcom in an interview with industry analyst Ashley Swartz, CEO and Founder of Furious Minds at the Beet.TV Programmatic Video Advertising Summit. Many clients try display first and then move to [...]

CHICAGO -- So-called "programmatic" ad-buying tactics, which let ad planners reach tightly defined audiences using efficient targeting and buying technology, has come a long way. Now the next challenge for programmatic algorithms will be learning to connect with creatives, says one digital ad leader. "Today, media is always outpaced from a technology perspective relative to creative," Publicis' VivaKi digital unit products [...]

As much as 30% to 40% of the video ad market is comprised of fraudulent or viewerless impressions, says Matt Timothy, President of video ad management platform Vindico, in this interview with Beet.TV. That could run the gamut from auto-initiated, auto mute or video-in-banner spots. But those formats shouldn't be priced or valued the same way as premium video impressions that [...]

CHICAGO -- Given the increasing interest from premium publishers in programmatic buying, video ad marketplace SpotXchange is betting that more than one-quarter of all video ad spend will be of the programmatic variety by 2014, says Jeremy Straight, Senior VP Business Development at SpotXchange in an interview with Beet.TV. Digital video ad spend is slated to hit $4.6 billion next year, up [...]