Advertising

FORT LAUDERDALE — Video ad tech vendor Teads is getting ad buyers buzzing with its new take on video ad formats – letting specialist text publishers insert auto-playing video ads between their paragraphs. But how successful can this model be when readers can simply scroll past the video ads to silence and hide them? “Our […]

FORT LAUDERDALE, Fl – Which way is the wind blowing in the “programmatic” ad space? Away from real-time bidding and toward private marketplaces, according to one leading light. The collection of techniques referred to as “programmatic” all essentially mean “automation” but, whilst the phenomenon began with allowing the real-time automation of ad buying and selling […]

LAS VEGAS — The way TV ads are bought and sold is about to look a lot more like the web – but the web will have to look like TV first, says the chairman of the world’s largest media investment agency. “Television is sold on a 30-second spot basis, while digital is sold on […]

LAS VEGAS — The burgeoning array of internet-connected TVs won’t change the industry just because they are connected to the internet – they also offer new ways to interact with content. “In an OTT (over-the-top) environment, it’s a more dynamic environment,” Rob Aksman, founder of BrightLine, which enables interactive ads for brands on interactive TV […]

LAS VEGAS — Oculus Rift may have been conceived for playing games, but marketers increasingly view it as a place to communicate messages. “360-degree, immersive experiences are really starting to explode now,” according to DigitasLBi technology SVP Tony Bailey. He calls virtual reality “a new way of thinking about storytelling”. “If you’re in beverages and you […]

LAS VEGAS — One year after it was merged with Group M stablemate 24/7 Media, programmatic ad tech division Xaxis expects more industry M&A in 2015. “We always talk about how much movement there is in the industry,” says Xaxis chief revenue officer Nicolle Pangis. “But the fact is, that’s the norm in this industry. Every […]

LAS VEGAS — The more social networks across which brands attempt real-time marketing, the more channels they have to monitor for resonance. One Canadian startup, DIVE  Networks, wants to help out with that. “The landscape for brands is very complex. it’ so hard to keep up with real-time marketing,” CEO Deborah Hall, who previously founded […]

LAS VEGAS — The emerging age of targeted TV advertising will mean an end to reaching viewers based on the shows they watch and instead usher in individual viewer profiling. “Advertisers (today) are overwhelmingly buying audience … using content as a proxy for that audience,” according to Adobe Primetime’s principle product evangelist Noah Levine. “That’s […]

LAS VEGAS — After six years of chronicling the mobile consumption marketplace with its annual insights reports, mobile analytics firm Flurry, recently purchased by Yahoo, says the medium has reached new heights. “We’ve seen usage of mobile grow 76% year over year,” CEO Simon Khalaf tells Beet.TV in this video interview. “That’s insane growth – […]

LAS VEGAS — If a consumer ripped a clip of your content and posted it to YouTube, would you chase her with a lawyer’s notice? Zach James would embrace the act. The co-CEO of video rights management and branding solutions startup ZEFR says his company “makes sense of the 90% of the videos that you […]

LAS VEGAS — Microsoft is changing the way it works with advertisers, according to the woman recently hired to lead its US brand marketing relationships. “We are going through company-wide, top-down change,” Ritu Trivedi, who joined from being MediaVest’s USA digital marketplace VP in October, tells Beet.TV in this video interview. “The product teams are now […]

LAS VEGAS — Don’t go expecting any major bumps in the economic road in the year ahead. The CEO of the world’s biggest ad agency holding group, WPP, says 2015 will have a familiar look. “Overall, I see ’15 being slightly better than ’14,” Sir Martin Sorrell tells Beet.TV in this video interview. “This time […]

LAS VEGAS — So-called “programmatic” TV advertising, in which TV ads would be traded with digital targeting and efficiency, is coming a long way – but still has key challenges to address if it is to reach the heights many hope for, according to one sector exec. “We’re in a nascent timeframe for programmatic TV. It’s […]

LAS VEGAS — European advertisers are taking to video advertising and so-called “programmatic” online ad technologies at varying progressive degrees, according to GroupM Interaction UK MD Jakob Nielsen. “(In the) UK … TV buyers are constantly looking to new audiences,” Nielsen tells Beet.TV in this video interview. “With video… in the diminishing-return space, all of a […]

LAS VEGAS — We keep hearing a lot about how the ad-buying processes for television and digital video may be on a path to merging. But, asked if that was happening yet, agency ad-buying software platform Mediaocean’s CEO Bill Wise says: “They’re not converging. TV is vastly different from video, which looks and feels like ad tech […]

LAS VEGAS — “TV Everywhere“, the method through which US cable operators allow subscribers online viewing of their bundles, has become the industry’s “whipping boy,” Adobe’s Primetime product marketing director Campbell Foster says. In this video interview with Beet.TV, Foster channels the three main complaints levelled at the system – ranging from “accurate and fair […]

LAS VEGAS — Programmatic video ad trading platform SpotXchange sold a majority of itself to German broadcast holding group RTL because it wants a bigger slice of a legacy TV industry.. “Europe is a really big market – it’s really challenging in each and every country,” CEO Mike Shehan tells Beet.TV in this video interview. “For […]

LAS VEGAS — As more ad targeting and buying platforms come online, planners and buyers are having to use a growing number of software suites to place messages. Last year, AOL announced its bid to simplify the landscape – and its own offering – by combining its programmatic platforms under the “One” banner. Now company […]

LAS VEGAS — The New York Times has intrigued many with sponsored articles it has run under the “Paid Posts” scheme it launched in 2014. Now it is finding that branded articles carrying video are consumed most. “A lot of our best-performing stories have had video as part of them; many of them are multi-media,” Times […]

LAS VEGAS — Three months after launching its direct-to-consumer subscription internet TV service, the $5.99-a-month CBS All Access, CBS is finding age an early differentiator from its core TV audience business. “It’s a small base and growing,” CBS Interactive GM and SVP Marc Debevoise tells Beet.TV in this video interview at the Consumer Electronic Show in Las […]