Advertising

PHOENIX — Rocket Fuel’s acquisition of data management platform X+1 was one of the more talked-about M&A deals in 2014. So why did the programmatic platform do the deal? To give customers a single, constantly-connected platform, says Rocket Fuel’s global partnerships VP David Skinner. “The rationale for the acquisition was that Rocket Fuel really sees […]

For an ad tech industry used to talking so much about “data” these days, it may seem counterintuitive to suggest that there is insufficient data around. But that’s the reality when it comes to video, says one video ad tech exec. “There’s a paucity of data,” says Irfon Watkins, CEO and co-founder of Coull, a Bristol, UK-based company whose […]

FORT LAUDERDALE — Online ads aren’t just banners anymore. Recent developments in digital marketing mean the discipline is beginning to create richer, more engaging advertising experiences, says an AOL ad exec. “There is already a renaissance of creative,” Marta Martinez, Global Head Video Sales at AOL Platforms, tells Beet.TV in this video interview. “Advertisers are going in […]

FORT LAUDERDALE — There are now all manner of ways advertisers and editors can try making from video assets. But, with so many options and devices available in the palette, what are the core considerations? Ad tech platform Videology’s north America MD Tim Castree boiled it down during a panel interview with Beet.TV, saying return on […]

FORT LAUDERDALE — Recent reorganisations within Publicis’ Vivaki unit see digital expertise built up over the latter group’s existence moved from its Audience On Demand division to other agencies within the sister SMG group. The Drum reports on the changes here. “The largest group within AOD – the client services group … those individuals are […]

FORT LAUDERDALE — Mexican viewers are flocking to mobile screens – but not all advertisers are following suit, according to one leading broadcaster. “We see between 60% and 70% of the traffic coming through mobile,” says Azteca chief digital officer Diego Leonel De Cervantes. “The government is pushing a lot to have broadband for people – […]

FORT LAUDERDALE — Dave Morgan’s latest advertising technology venture, Simulmedia, has already been helping advertisers buy ads on linear TV using digital data. Now it is also helping them close the loop, showing how TV ads lead to confirmed purchase behavior. “We have access to set-top box data,” Simulmedia business development manager Michael Glantz tells Beet.TV […]

PHOENIX — Over the last year, the reality that many web ads are viewed not by consumers but by automated scripts, or are otherwise out of view, has gained visibility. Some estimates on the topic gloomily suggest the sky is falling over digital advertising. But that’s far from the truth – at least, if you […]

FORT LAUDERDALE — The emerging opportunity of connected TVs with household-level targeting capability may not be met without the kind of ad standardisation that the IAB’s inception brought to display, says one ad tech exec. “Everyone does something a little bit differently – each of the (TV) operators has different decks, data,” says Jamie Power, senior partner  for addressable […]

FORD LAUDERDALE — It has been a whirlwind couple of years in digital ad technology platforms, with the onset of “programmatic” quickly shaking up the sector. What are the views from one company whose input to the space endures? “We are in an uncertain time,” according to Nielsen Digital MD Andrew Feigenson. “There’s a lot of […]

FORT LAUDERDALE — What’s a magazine anymore? A video series, an app, or a cross-portfolio digital aggregation, according to publisher Time Inc’s video SVP JR McCabe. “I look at the portfolio as brands, not as magazines,” McCabe tells Beet.TV. Case in point is recently-launched Daily Cut, which scoops up video from across Time Inc titles. […]

FORT LAUDERDALE — Original commissions have become the creative differentiators for video-on-demand platforms. TV aggregator Hulu is taking a range of new programming to the upcoming April/May NewFronts, a week when platforms try to secure upfront ad bookings. “One of our better shows is The Awesomes, an animated series by Seth Myers,” Hulu ad sales SVP Peter […]

FORT LAUDERDALE — Online video viewing that requires consumers log in is growing, now that TV Everywhere services have popularized the notion. That is according to video ad tech platform FreeWheel, which expects to observe growth in its upcoming Q4 video monetization report. FreeWheel’s business solutions GM James Rooke expects “continued growth in viewing taking place behind the authentication […]

FORT LAUDERDALE — “Out-of-stream” video ad tech supplier Teads is targeting global expansion in 2015, after it raised another $30m in funding in January. Speaking with Beet.TV, North America GM Jim Daily expects “more expansion” this year: “We’ve opened up in the US. We’re going to be expanding further in to Canada and some other key markets. We’ve […]

FORT LAUDERDALE — What place creativity when ads can be scientifically created to match viewer emotions using all manner of data points? Eyeview, a vendor which helps personalize video ads according to targeting criteria, thinks the two disciplines connect. “For example, a retailer has 100,000 products in different locations, different prices,” says Eyeview CEO Oren […]

BERLIN — Outside of some key markets, few may have heard of Viewster. But the Zurich- and Berlin-based VOD service has more than 20 million unique monthly users across four of its operating countries. At this week’s Berlinale (Berlin Film Festival) and European Film Market, Viewster chief content officer Robert Franke appeared on on a panel […]

FORT LAUDERDALE — What works in online video advertising, and where is it going to work best? Emotional content, and on Facebook, according to one company which measures the virality of digital video spots. “This year, we think Facebook is going to be the big winner – Facebook is going to just explode in terms of […]

FORT LAUDERDALE — Fresh from RTL buying a majority stake for $144m, programmatic video ad tech outfit SpotXchange says it will shortly be opening up more offices in Europe under the group’s stewardship. “You’ll see some news from us early this year around new office openings specifically in the European region,” SpotXchange platform SVP Sean Buckley […]

FORT LAUDERDALE — Google’s YouTube announced last month it would switch from Flash to powering its video player in HTML5 by default. But the video site wasn’t the only property to have gone in that direction. The New York Times went to HTML5-first a few years ago now, out of a “toolbox” that has been […]

FORT LAUDERDALE — How times change. Once, the web was the be-all and end-all of digital media. Wired magazine’s playful cover story may not quite have come to pass, but the web certainly isn’t where digital starts and ends nowadays. “Eighty-seven percent of mobile traffic happens in an app,” says ad tech company Jun Group‘s […]