Advertising

AUSTIN — If you think you haven’t seen much evidence of location beacons’ use in a marketing context, following initial hype, you soon will. That’s according to one agency mobile marketing leader. “Apple just rolled out the Beacon API last year,” MEC Global’s north America lead for mobile and emerging technologies, Rachel Pasqua, tells Beet.TV in this […]

AUSTIN — Media agency Horizon Media doesn’t think true programmatic ad buying is coming to television any time soon – but that isn’t stopping it from trying out some of programmatic’s techniques to understand ad targeting better nevertheless. Horizon Media national TV SVP David Campanelli tells Beet.TV the company is using ad tech vendor Rovi’s Ad […]

AUSTIN — The online advertising world is fast moving from the medium screen to the small one. As it does, it can nevertheless recapture some of the advertising benefits boasted by the TV before them, says a mobile ad tech boss. “Mobile is now the first screen,” Opera Mediaworks CEO Mahi de Silva tells Beet.TV in this video […]

AUSTIN — Earlier in March, The Guardian announced it was leading a coalition including CNN International, the Economist the Financial Times and Reuters to pool their ad inventory for programmatic international sale. The exec whose company powers the so-called Pangea Alliance says such comings together, once considered rare in the cut-throat world of media, are beneficial. “(In advertising), there’s […]

AUSTIN — Advertising has moved well beyond the thirteen-week cycles of the past and into branded content as the focus for the future, says Anne Finucane, Global Chief Strategy and Marketing Officer at Bank of America, in this interview with Beet.TV. “What’s here to stay is being able to tell a story with a beginning, […]

AUSTIN — With two of broadcast TV’s satirical news-meisters heading to pastures new this year, is online video yet in a position to move in and occupy the space? We may find out on April 3. That’s when Huffington Post launches The HuffPost Show – but, in time, the online media brand wants to get its shows on the living room TV. “It […]

AUSTIN — If you believe some of the shocking stats over the last 18 months, close to half of online ads sold may not even technically be able to be viewed by human users. Since then, industry bodies have taken great strides to iron out the problem, whilst ad tech vendors are selling ad buyers on “viewability” solutions. GroupM […]

AUSTIN — Comcast-owned ad tech platform FreeWheel is plugging video ad tech peer Videology in to its platform, to help advertisers buy programmatically through its FourFronts program, an extension of its private marketplace. FourFronts enables marketers and agencies to reserve video inventory with publishers via FreeWheel. “We see it as very important with the upfront season coming up for […]

AUSTIN — Some brands want to know the ins and outs of the new ad-buying platforms they are using, others are happy to stay hands-off – both should get what they want, according to a video ad tech platform exec. The trend is gathering amongst brands who want to take on more of the work of […]

AUSTIN — Many digital media executives expect it is only a matter of time before “programmatic” advertising – the collection of techniques which automate online ad-buying and which has taken hold in the display ad world – will work its magic on television. Indeed, many tech and data vendors are already trying to make this happen […]

This time last year, Forbes magazine wrote Scott Ferber “has what it takes to be world-class business builder”. After all, six years after founding the online ad network Advertising.com with his brother in 1998, a 35-year-old Ferber sold the company to AOL for a hefty $495m. Many a founder would have taken the opportunity to cash […]

There are several techniques for identifying what has become the scourge of the internet for advertisers – code that fires up web pages just to ensure ads are displayed for which a buyer must pay. Now online ad tech vendor OpenX is trying a twist on fraud detection, with a third-generation iteration to its so-called “Traffic Quality Platform”. […]

How does pricing for branded content shape up against that for display ads? The two are like chalk and cheese, suggests Gannett national sales president Randy Kilgore. “It’s very different because it’s not a formula,” Kilgore tells Beet.TV in this video interview. “Some of these things are six-month programmes where you send people out and do videos […]

What does a $31 billion market cap earn the world’s largest ad agency holding group? A status as amongst the most diversified and forward-thinking of communications agencies out there. When Sir Martin Sorrell took a controlling stake in what was then a shopping basket maker, Wire & Plastic Products, in 1985, little did most peers suspect […]

LONDON — News publishers traditionally like to keep hold of their own ad sales operations, selling advertisers on their own unique contextual properties. But now we are seeing some of them warm not only to programmatic mechanisms but also to collaborative working. The Guardian, CNN International, the Financial Times and Reuters are together forming the […]

They are two of the largest video ad tech outfits. Now TubeMogul and Ooyala’s Videoplaza unit are integrating to create a marketplace for the programmatic trading of video ads between premium brands and publishers. The pair say TubeMogul’s platform will connect with Videoplaza’s Konnect suite to allow access to Videoplaza’s inventory on a programmatic basis. Speaking with Beet.TV […]

The Digital Content NewFronts, the event in which digital content owners get to shop their latest productions to marketers eager for an audience, is coming up on April 27 in New York. “The NewFronts are expanding to almost two full weeks,” says IAB president and CEO Randall Rothenberg, whose organization stages the event. “There is more interest […]

Developers have spent the last couple of years tweaking websites for smaller screens using “responsive” design techniques. But screen size is not the only way to adapt experiences for mobile screens. “When we talk about creating a responsive experience … to deliver mobile use the same experience they would have on the desktop … how […]

Advertisers’ quest for buying only ads that can be viewed by human users may end up costing them more to advertise in the long run, says an influential digital advertising decision-maker. “If we work out the fraud and viewability issues, it’s going to have a constraining effect on inventory,” David J. Moore, President of WPP Digital […]

Publicis’ VivaKi unit is rethinking the way it delivers programmatic services, moving from a centralized offering to threading the discipline throughout sibling agency departments. In this video interview, SMG programmatic SVP Mac Delaney tells Beet.TV the move mirrors the way digital has always been centralized first, distributed later. “My team is rolling into the individual […]