Advertising

TouchCast, the interactive video platform co-founded by former TechCrunch editor Erick Schonfeld, wants advertisers to start using its new video format as an engaging new ad format. The startup counts broadcasters and newspapers amongst early adopters on the editorial side. “Their people on the advertising side want access to TouchCast as well because they see […]

Viewability, the recently-defined metric that defines whether an online ad slot is really viewable by consumers is a wholesale change for the industry – but its benefits may be blunted as too many platforms are vying to help advertisers capitalize, according to Ziff Davis CEO and IAB chair Vivek Shah. “We’re creating a standard in […]

LONDON — Mobile video heralds a chance for advertisers to reach consumers who may appear to be distracted or in the outdoors – but who are actually highly engaged and watching TV, according to Weather Channel international yield and programmatic Daniel Young. “It’s personal,” Young tells Beet.TV in this video interview. “They’re watching it not only […]

They are two of the best-known names in online video service provision – and now they are coming together as one. Video streaming service Ooyala, itself now owned by Australian telco Telstra, is acquiring its video advertising peer Videoplaza. The buying company says the deal “allows Ooyala to tap into the fast-growing video ad market”, “the […]

Videology has established a strong profile for itself by helping TV ad buyers make intelligent decisions to buy online video ads. Now it wants to help them buy good old fashioned TV ads in the same way. The New York-based company is opening a dedicated TV practice. As CEO Scott Ferber tells The Wall Street Journal, […]

CHICAGO – Ad network Jun Group’s CEO Mitchell Reichgut “recoils” when he hears about auto-playing ads, the new format being picked by Facebook and others to deliver video messages. But that doesn’t mean he won’t try introducing interruptive ads of his own. “(Auto-play) smacks of things that less than ingenuous,” Reichgut tells Beet.TV in this […]

Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result. AOL recently acquired two companies in the “attribution” space which will enable this development – Santa […]

Even if it isn’t quite “the new oil”, data is becoming more and more important to the new era of advertising targeting. “Data is absolutely the most essential foundation piece of programmatic,” MediaVest advertising technology and platforms SVP Oleg Korenfeld tells Beet.TV in this video interview. “You cannot efficiently and effectively buy media if you don’t […]

In online advertising, data management platforms (DMPs) are winning fans by letting ad buyers plug in customer data, break customers down in to segments and then target those segments. But even that advanced technology is being upgraded, says Adobe Audience Manager product marketing director Ali Bohra. “The DMP has evolved by going beyond data and tying […]

CHICAGO — Less than a year after it began testing auto-playing video, Facebook is the winner in a tipping point against rival Google. “In the month of August, on desktop viewing, they delivered about a billion more views than YouTube – which is pretty amazing,” co-founder and chairman emeritus Gian Fulgoni reveals to Beet.TV in this […]

Following this spring’s merger of video ad tech firms Ebuzzing and Teads, the pair last week rebranded as just “Teads.” That company is now setting its sights on going public next year. In this video interview with Beet.TV, CEO Bertrand Quesada explains why: “We want to be independent.” “We want to raise capital to be able […]

So-called “programmatic” ad-trading techniques may be more commonly associated with fast-moving, low-tier ad slots than with premium TV slots that are fought over months in advance – but the former can serve the latter, too, says an ad exec. “In the TV world, there is a very different supply and demand dynamic,” Comcast Cable’s advanced advertising […]

LONDON — In an advertising world increasingly fuelled by customer data, who do agencies go to for these vital ingredients? It’s not who it used to be, says Dentsu Aegis UK digital agency iProspect‘s chief media officer. “Five or six years ago, we were talking about the CIO, CMO and CTO groups merging together and […]

LONDON — Online video content doesn’t just lift online video marketing results – they can improve the overall outlook for TV ads, too. Universal McCann global chief strategy officer Hamish Kinniburgh tells Beet.TV in this video interview how his agency did so for Coca Cola during the recent soccer World Cup. “We were able to […]

Advertisers must quickly move their money to online video to catch up with consumer demand – but publishers must give them reasons to, too, says the CEO of AOL’s Huffington Post Media Group, signalling a commitment to up its own game in the space. “The dollars are not flowing right now – there’s a gap,” […]

LONDON — Don’t expect TV advertising to die a death any time soon – but get set for online ad techniques to take the medium to new heights. That’s the view from the top of one of the world’s most notable deployed addressable-advertising platforms. “TV advertising will not fundamentally change in the short term,” Jamie West, […]

LONDON –Media agency ZenithOptimedia is one of those now helping clients produce branded video – and it reckons tapping in to existing talent with large audiences is the way to go. The agency has a division, Newcast, dedicated to creating TV and online video content opportunities for its clients. “It’s become much richer than ‘just […]

Already considered a leader in real-time brand content creation on a per-campaign basis, Oreo maker Mondelēz International in April announced a partnership, Blink Studios, in which it would try to habitualize the practise using editorial expertise from new-wave mobile news service NowThisNews. Now Mondelēz’s global media and consumer engagement VP B. Bonin Bough reveals progress in this […]

LONDON — Digital platforms no longer sit at the sad and sorry end of a video spectrum that has always placed traditional television on a pedestal, says an ad-buying exec – now, consumers are happy for their second screen to become their primary screen. “This screen hierarchy, where the television is a sacred screen preferred by […]

LONDON — Online video often puts off some UK advertisers because the slots are more expensive than those on conventional broadcast TV, according to one agency head. “Linear TV, in terms of its price, has been fairly stable for a decade or so in the UK and is seen as pretty good value,” Magna Global UK […]