AOL Readies Documentaries with Engadget, TechCrunch and Huff Post

As part of its new slate of web originals unveiled at its NewFront, AOL is reading three documentary series for its marquis brands Engadget, TechCrunch and Huffington Post.  For explanation of the series’ content and format, we interviewed Nate Hayden, VP for Originals and Branded Content. Hayden also talks about the changing form factor for […]

 

AOL CEO Armstrong Looks Ahead to a Consumer-Centric Economy

If you heard the economy was about to go in to “reverse”, you would probably be pretty worried. But consumers should actually welcome the coming era with open arms, according to AOL CEO Tim Armstrong – for, what he dubs “the reverse economy” will leave them richer. “Corporations make a tremendous amount of profit from individual consumers giving […]

 

“Persistence And Pivoting:” Keys To Success For Videology’s Scott Ferber

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 […]

 

AOL Goes Short At Prime-Time To Reach Viewers: Martinez

AOL is learning the unique ways in which consumers want to watch its original video line-up via mobile devices. In this video interview, Marta Martinez, Global Head Video Sales at AOL Platforms, tells Beet.TV that the company’s videos are available on 166 devices… “(Consumers) normally watch three shows – in 65% of the cases, they watch […]

 

Making the “Media Revolution:” IPG’s Roth, WPP’s Sorrell, AOL’s Armstrong and GroupM’s Gotlieb

The role of the media agency is dramatically changing with entrance of “biased” tech companies, says Michael I. Roth, CEO of Interpublic Group. He says the role of the unbiased, “agnostic”  media agency is more important than ever. Sir Martin Sorrell, CEO of WPP, says that there will be an increasing “blurring of the lines” […]

 

Ad Creatives Going Through Renaissance: AOL’s Martinez

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 […]

 

Real-Time Not Essential For Programmatic TV, AOL’s Ackerman

FORT LAUDERDALE — Companies in the TV advertising business don’t need to adopt all of the so-called “programmatic” technologies vendors tout to benefit from some of their key efficiencies, says one such vendor in the chain. “You don’t have to have complete automation, dynamic ad insertion,” Adap,tv programmatic SVP Dan Ackerman tells Beet.TV in this panel […]

 

AOL Ad Chief: Unified Programmatic Platform Launching Soon

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 […]

 

Brands Aim for Global Video Strategies, McDonald’s, AOL, iJustine, Havas explain

CHICAGO — Marketers are beginning to explore opportunities to integrate brands globally into digital videos, says Marta Martinez, AOL’s Head of Global Video Sales, in a panel discussion for Beet.TV. While the Internet has made true global marketing possible in a way that is more difficult with TV’s localized ecosystem, brands are only beginning to tap […]

 

Tech Means ‘Creative Renaissance’ For TV: SMG’s Scheppach

CHICAGO — The internet may have displaced newspapers, magazines and radio in many consumers’ lives. But advertising execs – even those from technology backgrounds – don’t believe TV is about to croak any time soon, a Beet.TV panel heard. DigitasLbi’s programmatic strategy and analysis VP Brian Zaben: “It’s not going anywhere. It will just be more informed. […]

 

Video Touches TV-Shy Millennials: AOL’s Anderson

CHICAGO — As young adults increasingly look at their mobile screens instead of their TV screens, advertisers can reconnect with tomorrow’s consumers by delivering video executions, says AOL video sales VP Margee Anderson. “Broadcast is certainly not going to go away (but), with millennials ageing, we’ve got to be able to reach them where they are – […]

 

AOL Video Grows Big on Mobile; Aims for Ubiquity on Devices

CHICAGO — AOL’s strategy on creating video content centers around the notion of capturing a moment, or cultural movement and then letting brands connect with that, says Marta Martinez, AOL’s Head of Global Video Sales, in an interview with Beet.TV. “We try to think holistically about how to create content meaningful for the web, and bring […]

 

Video Is The Web’s Third Age: AOL’s Martinez

CHICAGO — AOL sees video as spurring the next web age, but eventual manifestations of that will depend very much on consumption context, says an exec from the company. “The third wave of quantum innovation in the web is going to be driven by sight, sound and motion,” AOL video sales head Marta Martinez tells […]

 

Attribution Is Changing The Currency Of Media: Adap.tv’s Ackerman

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 […]

 

HuffPo CEO Aims To Triple Video Inventory To Close Ad Gap

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,” […]

 

Australia, Europe Lead Private Programmatic Marketplace Adoption, Adap.tv’s Duffield

LONDON — Private-marketplaces, the next generation of programmatic ad-trading platforms, are gaining traction more quickly outside of the United States, as markets work to make up for relatively fewer available ad spots, according to a global video ad tech exec. “A market like Australia is a supply constrained market, so we work with a lot […]

 

Starcom’s Amanda Richman Sees Programmatic Expanding To More Channels

One of the biggest opportunities with programmatic lies in using it as a starting point to bring targeting and data efficiency to all channels, including TV, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. “Some see programmatic as real-time bidding and some see it as the opportunity around automation and the path […]

 

Next Step in Programmatic: Data-Driven Creative, AOL’s Bob Lord

COLOGNE — One of the next steps in the expansion of programmatic marketing will be with creative, says Bob Lord, Global CEO of AOL Platforms, in an interview with Beet.TV. “The next evolution is figuring out how to test the best creative, plus placement,” he says. “Instead of four treatment or versions, [I want the creative […]

 

Programmatic Video Ad Spending Growing in Europe, Adap.tv study

COLOGNE, Germany –  Advertising agencies are spending more and more on digital video channels – and most of the money moving from existing media is being switched from traditional TV. According to programmatic video ad tech vendor Adap.tv’s 2014 European State Of The Video Industry survey, 2014 spending on digital video advertising is up 42% […]

 

Millennials Are Cool With Brands Changing All The Time: Initiative/IPG Study

Brands need to mimic the characteristics of millennial-age consumers to curry their favor, according to research, The Reset Generation, conducted by media agency IPG’s Initiative group. “Their expectations of brands are what they think people expect of them,” says Initiative’s US chief strategy officer Sarah Power. “They’re comfortable with brands trying to change who they […]

 
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