COLOGNE – With the advent of global media platforms Twitter, Facebook, Yahoo, Google, the advertising industry has gone global — and this transformation is having a profound impact on the agency business. He calls it a “huge issue.” That is one of the takeaways of Michael Learmonth, Deputy Managing Editor of Advertising Age of the […]
COLOGNE – Two of the biggest trends for marketers lie in consumer behavior and technology, says Iain Jacob, President of Dynamic Markets for Starcom MediaVest Group, in an interview with Ashley J. Swartz for Beet.TV from DMEXCO. “We talk to millenials and their expectation of what a brand does has fundamentally changed. They expect brands to service their […]
COLOGNE — The rise in programmatic buying tactics is helping the UK-based property portal Zoopla to land new lifestyle-centric brands, says Steph Miller, the programmatic trading manager at Zoopla in an interview with Ashley J. Swartz for Beet.TV from DMEXCO. Programmatic advertising has helped lure auto and travel marketers, in addition to insurance and mortgage companies, because […]
COLOGNE — After buying specialist tag management service Satellite just this summer, Adobe has already integrated the outfit’s product line-up in to its own Marketing Cloud service suite. Satellite claims to speed up clients’ website load times by consolidating external analytics and other server calls in to a single call. “We focus on helping customers […]
COLOGNE — Marketing decision are becomingly increasingly technology driven and that creates challenges for companies who have long relied on the role of marketing executives, says Michael Kassan, CEO of the U.S. media advisory firm Medialink, in this interview with Ashley J. Swartz for Beet.TV We spoke with him last week at the AOL booth […]
COLOGNE — Video is a global business and global phenomenon, but from a brand point of view, the industry could benefit from more scale and collaboration, says Laura Desmond, CEO of Starcom MediaVest Group in an interview with Ashley J. Swartz for Beet.TV from DMEXCO. “The first challenge is scale,” she says. “What can be done in Germany and […]
NEW YORK — AOL On operations VP Michael O’Connor used Beet.TV’s Video Ad Effectiveness Summit to call on analytics firms to give advertizers more insight about likely wasted spend. O’Connor said: “Sticker shock is driven by waste … metrics are still inefficient because they only measure a campaign after the campaign’s launched … the publishers hate […]
NEW YORK — One common thread to emerge at Beet.TV’s Video Ad Effectiveness Summit was how the new reality of online video consumption today is calling producers and measurers alike to reinvent their in-house toolsets. “Research used to be figuring out what worked and what didn’t work after something ended,” Nielsen client services SVP Andrew Feigenson told […]
The ad industry is fond of considering video inventory either low-grade fodder or “premium”. But Mindshare’s North America Chief Strategy Officer Jordan Bitterman tells Beet.TV the distinction depends on the goals of the advertiser. “One marketer may say ‘premium’ content has to be shot by a famous director, has got to have celebrity talent on […]
The third annual Beet.TV Executive Retreat on January 24-25 at the W Retreat & Spa on the Caribbean island of Vieques. Over the course of two days of panels and presentations, this group of industry leaders will explore the emerging medium of digital video. Topics will include ad effectiveness and measurement; the emerging platforms […]
NEW YORK – Many video ad practitioners bemoan a persistent lack of quality ad space in the industry. But one exec thinks online operators should learn the value of scarcity from certain TV networks. “On BBC America, we have half the commercials as anyone else,” says BBC Worldwide digital sales EVP Mark Gall. “A lot of […]
NEW YORK — George Hammer has hit on the recipe for online video ad effectiveness: it’s all about empowering preroll-weary viewers. “We at Publicis’ looked at about 50 different types of online video formats and 100 different executions,” said the VP and media group director of Publicis’ Digtias agency. “What we found was, when we […]
NEW YORK — How should media agencies weigh up buying video ads through programmatic platforms versus conventional video ad networks. The US’ largest independent, Horizon Media, tells Beet.TV’s Video Ad Effectiveness Summit networks can be effective but used sporadically. “They’re delivering a tremendous amount of value but, from a buyer’s standpoint, it’s a bit tactical,” […]
NEW YORK — This year, we are hearing plenty about how video advertisers are trying to reach audiences through integrated campaigns covering both TV and online platforms. But Dailymotion’s North America GM Roland Hamilton tells Beet.TV online video can be a stellar reach mechanism in its own right. “There are pockets of content out there […]
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 […]
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 […]
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% […]
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 […]
CHICAGO — New European laws, consumer revolts and unsupportive devices… these are testing times for cookies, the client-side files that transport user data to advertising networks. But 2013 may not mean the end of the cookie is nigh. “The rate of which cookies are going away is greatly exaggerated,” advertising data group eXelate‘s chief marketer Khurrum […]
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 […]