Opera Mediaworks Uses Mobile To Enhance AT&T TV Ad Buys

Almost five months in to a partnership in which AT&T is helping TV advertisers reach consumers on mobile phones, the company enabling the process says results have been promising. Opera Mediaworks and AT&T announced the deal in November, with the former helping advertisers on U-Verse and DirecTV also reach consumers on smartphones. “For every addressable TV campaign […]

 
 

Have Your Cake And Eat It With Private Marketplaces: Mediavest’s Seifer

In the beginning, there was real-time bidding, for ads in open-auction networks. And some advertisers sought greater control. So ad-tech vendors separated the light from the darkness, creating private marketplaces. By constraining the inventory available through private marketplaces and giving advertisers greater control over what they buy, platforms have developed a “best of both” approach to their offering, says […]

 
 

Political Campaigns Benefit From Header Bidding: Intermarkets Snow explains

This election year, $1.1B of an expected total of $11.4B political ad spending will go to digital, according to a recent Borrell Associates estimate. But how is that money being used online? One advertising technology firm buying ads for campaigns says a new flavour of programmatic is rising – and not all ads have to be political in […]

 
 

Keeping Programmatic Operations at Agencies, back in Vogue: SMG’s Bertozzi

In a world of abundant ad-tech superpowers, many newly-empowered advertisers have begun to wonder if they couldn’t take on some of the traditional functions they previously outsourced to agencies. But the tide may be turning, as some of those agencies decide it’s safer to stick than to twist, says one senior agency exec. “The concept […]

 
 

AT&T Announces Scores of “Addressable” TV Upfront Events & Video Series with Beet.TV

With its acquisition of DIRECTV complete, AT&T has the largest “addressable” footprint for delivering television advertising on a household level. The value of this emerging media will be presented to the industry this TV Upfront season with the first “Addressable Upfronts,” says Maria Mandel Dunsche, VP for Marketing at AT&T AdWorks, in this interview with Beet.TV Rather […]

 
 

TV Makers Well Positioned for AdTech Upside: Lotame’s Wesly

We report every day on the burgeoning number of ad-tech vendors helping advertisers profit from new-wave connected TV platforms. But one group of firms often missing from the discussion is TV makers themselves. Lotame SVP and CMO Doron Wesly suggests they should be in prime position, if technology can get them over the hill. Citing just-published […]

 
 

VR’s Chicken-And-Egg Future For Marketers: GroupM’s Litman

Virtual reality could offer unprecedented immersion for brand audiences – if the technology becomes a genuine reality, according to an executive from one of the world’s biggest ad agency groups. Speaking with Beet.TV for this video interview, Eric Litman, who became GroupM’s worldwide mobile SVP last June after the group’s acquisition of Medialets, the mobile ad tech […]

 
 

Programmatic Can Modernize Performance Marketing: SMG’s Bertozzi

As a discipline, performance marketing is both the ultimate in efficiency and on a worrying path. But the tactic, in which buyers pay only for measurable results, now stands ready to be rejuvenated, says a leading ad-tech exec. “The modernization of performance marketing has still got a long way to go,” according to Marco Bertozzi, the […]

 
 

Location Data Boosts Ad Effectiveness: Factual’s Jonas

BARCELONA — A clutch of ad-tech vendors, from placeIQ to Ubimo, is focused on bringing to mobile advertising an input that is obvious but often overlooked – consumers’ location. Another vendor, Factual, has already been in this game for a number of years, and in December took another big $35mn funding round to further its ambitions. […]

 
 

More Creative Formats Boost Mobile Performance: Light Reaction’s Dolan

BARCELONA — As mobile advertising booms, it’s likely much of the growth has come from the low-hanging fruit of desktop inventory, shovelled on to the small screen, and from standard mobile display banners. But mobile advertising can do much more, and one of WPP’s divisions is recommending advertisers take advantage. “There’s been a lot of […]

 
 

Light Reaction’s Markarian On Mobile Ad Considerations

BARCELONA — Mobile advertising was set to account for half of all US digital ad spending in 2015. Many of those ads may have been simply repurposed from other digital formats – but it’s important to consider how mobile is different from desktop. Rosa Markarian, VP of Global Business Operations for WPP’s mobile-focused Light Reaction performance […]

 
 

Don’t Let Sleeping Apps Lie: Light Reaction’s Boersma

BARCELONA — When it comes to mobile, marketers and publishers alike are firmly focused on driving app downloads. But what happens after a download is achieved? The sad truth is, many consumers’ app use tails off. So Auke Boersma, the APAC MD of WPP’s performance marketing unit, Light Reaction, wants to help clients re-enage. “We have […]

 
 

Mobile Marketing Shortens Purchase Journey: Light Reaction’s Elken

BARCELONA — Advertising no longer has to drive interest to an eventual sale – today, it can help complete the sale immediately, even on mobile, says an ad-tech chief focused on improving mobile performance marketing. “The evolution of mobile is a direct response,” says Karl Elken, the boss of Americas for Light Reaction, a WPP unit […]

 
 

‘Programmatic Creative’ Astounding On Mobile: Opera Mediaworks’ Griffin

The growth in “programmatic”, super-scientific targeting and trading of online ads has boomed – just in time for the industry to start harking for more creative ad campaigns again. Programmatic can support creative ad campaign sequencing, too – but one exec doesn’t imagine that ability coming to mobile quiet yet. The potential is astounding for […]

 
 

Mobile Ads Going Up The Funnel: AppNexus’ Gilbert

BARCELONA — Mobile ads are booming. Now they’re ready to burst up the funnel, too. Mobile was set to account for the majority of digital ad spending in 2015. So far, most of that has been spent on so-called “performance” ads, where advertisers pay for a guaranteed, usually click-based digital outcome. But, as the medium matures, […]

 
 

Ditch Last-Click Attribution On Mobile: Google’s Carrington

BARCELONA — Mobile is a different device – and that’s going to require very different advertising strategies, one of Google’s international ad execs says. “We’re trying to help people move away last-click attribution,” Google EMEA performance solutions MD Ian Carrington tells Beet.TV in this video interview. “A lot of people are using last-click attribution models. That means they’re […]

 
 

Embrace Unique Emerging Markets With Mobile: Medialets’ Glassberg

BARCELONA — Much of the unconnected world is coming on to the internet, skipping landline broadband. But advertisers should beware serving up the same old experience, because one man’s internet is different from another’s. Asked to name a big trend at the recent Mobile World Congrress event, mobile ad server and measurement software maker MediaLets CEO Richy Glassberg said: “We’re […]

 
 

Videology Eyes Programmatic’s Missing 99% With AT&T Deal, CEO Ferber explains

The emergence of programmatic ad trading technology in to digital video and TV has not yet garnered as many dollars as it has conversation. But that could change with deals like the one Videology has struck to power programmatic linear TV ads for AT&T. Announced last week, the deal will see AT&T allow a group […]

 
 

Native Must Make Mobile Ads Relevant: Facebook’s Arnstein

BARCELONA — Mobile ads are going to have to change if they are to recapture interest from consumers whom they are putting off with too-pushy experiences, says a leading advertising executive. Facebook EMEA publisher ad technology head Yoav Arnstein says the industry has got it wrong. “With the shift to mobile, there is growing concern […]

 
 

Native Ads Will Replace Display Ads: Xaxis’ Allen

Native advertising, ads that are presented in the form of editorial content, will ultimately replace classical display ads in digital, says an exec from WPP’s data-driven Xaxis unit. “The new inventory source is native,” Xaxis business development SVP Larry Allen tells Beet.TV in this video interview. “We see that effectively replacing display in the coming years.” Native […]

 
1 4 5 6 7 8 94