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 First, TV Later: Digitas’ Zaben

CHICAGO — Digital video can come top of the marketing funnel – but the medium isn’t yet in a position to easily transition to the main screen in the house. “Video is a great first touchpoint (with audiences) – then we start to close them off with some of the display and lower-funnel tactics,” DigitasLbi’s programmatic […]

 

Programmatic ‘Is Not A CPM Crunch’: Digitas’s Zaben

CHICAGO — The collection of new-wave automated ad targeting and trading techniques known as “programmatic” may have initially been seen as helping advertisers drive down inventory costs – but that is no longer the sole way ad buyers see it. “This is not a CPM crunch where we’re racing to the bottom, but a way […]