Digiday’s Morrissey: Native Is Growing Up, But Mustn’t Fool

CANNES, France — The blurring of editorial and advertising remains a hot topic. Now that implementations are commonplace, the opportunity needs to scale up to become easily repeatable, just like conventional ad formats. “Native is growing up,” says industry news site Digiday‘s editor-in-chief Brian Morrissey. “Custom things don’t scale. Advertising is a scale business. We’re seeing […]

 
 

No Joke: Comedy is Mainstay of Web Video, Maker Studio Co-Founder

CANNES, FRANCE — Comedy – and content, in general – is having a renaissance due to the current wealth of user-generated content, says Kassem Gharaibeh, comedian and co-founder of Maker Studios. Comedy is a mainstay of entertainment, he says. Even without YouTube, it would still be around. “But what YouTube did was allow people who […]

 
 

TV Networks Well Placed Despite Multi-Platform Boom: Nielsen’s Hasker

CANNES, France — How will the relationship between media agencies, brands and TV networks evolve as underlying media and marketing platforms continue to be disrupted? The incumbent TV industry remains in a strong position, a Beet.TV panel heard. “There’s been a sea-change in the attitudes but, more importantly, the confidence of the broadcast and major […]

 
 

Mondelēz’s Bough Worried About Open Exchange Neutrality

CANNES, France — What are the pros and cons of scale and consolidation when it comes to programmatic advertising technology? One major marketing figure is worried about the possible effects. “The thing that concerns me the most as we go in to programmatic is the neutrality of exchanges,” Mondelēz International’s VP of global media and Consumer engagement, Bonin […]

 
 

Mobile Ads Are 20x Harder Than Desktop: Medialets’ Glassberg

CANNES, France — The move from a desktop digital world to one that is mobile is forcing advertisers to work harder than ever, says a veteran digital media exec now at an Media Rating Council-approved mobile ad serving company. “Delivering in to mobile is about 20 times harder than it is in desktop,” says Medialets […]

 
 

Carat’s Rhind: Programmatic Exciting, And Often Impenetrable

CANNES, France — It is ironic for the communication industry that the techies of so-called “programmatic” ad-trading technologies have often done such a poor job at communicating just what the techniques really mean. “Programmatic has been quite impenetrable,” says media agency Carat’s chief digital officer Anthony Rhind. “There’s a lot of jargon, a lot of technology, we […]

 
 

Rubicon’s Sears: Programmatic Is Climbing Up The Chain

CANNES, France — Use of so-called “programmatic” techniques for trading and controlling online ads may have started out with cheap ad slots, but has gradually risen to premium inventory, says one of the scene’s main tech outfits. “You always see innovation happen at the bottom of the market, which is exactly what happened around the […]

 
 

Premium Ads Beginning To Drive Programmatic: SpotXchange’s Moore

CANNES, France — Initially seen as a way to trade in low-quality online ad spots, so-called “programmatic” technologies are growing up as top-tier publishers dip toes in the water. “In video, we’re seeing a huge shift in RTB (real-time bidding) – in buyers buying programmatically in an auction,” says programmatic ad tech vendor SpotXchange’s EMEA […]

 
 

Turn VP: TV Wants Real-Time Ads ‘Over Its Dead Body’

CANNES, France — Many in the industry are getting excited about the prospect that advertisers could buy spots in linear TV in real-time, just as they are now doing online. But legacy industry resistance may scupper that prospect, says one exec. “The old school TV guys say, ‘That’s never happening, over my dead body’,” according to […]

 
 

Campbell Soup Company Warms To True Digital Marketing ROI

CANNES, France — The company whose main product was immortalized by Andy Warhol looks like sticking with TV fame for a lot more than 15 minutes – but that won’t stop it trying to make the medium more accountable. the Campbell Soup Company integrated marketing VP Yin Woon Rani tells Beet.TV: “We’ve put our content in […]

 
 

Google’s Benson: Mobile Is Driving Video Consumption

CANNES, France — It’s an ironic quip at this point. Every year for a while, it seemed like someone would predict “the year of mobile” would be next year. “We can officially say ‘the year of mobile’ was last year,” David Benson, Google’s branding solutions director for northern and central Europe, tells Beet.TV. “If you’re not […]

 
 

Omnicom Advertisers Embracing Programmatic: Accuen’s Jacobs

CANNES, France — Clients of ad agency OmnicomMediaGroup (OMG) have taken to so-called “programmatic” means of controlling and targeting online ad buys over the last year. “Over the last year or so, we’ve really seen a change in the way that programmatic is perceived by our clients and agency partners,” according to Josh Jacobs, CEO […]

 
 

TV Will Be Last To Go Programmatic: Exchange Lab’s Dobson

CANNES, France — BBC Worldwide’s former advertising boss has seen the rise of programmatically-traded video advertising – but doesn’t think the established TV industry is about to go that way any time soon. “The TV industry is in rude health – there isn’t much of an incentive to change,” says Chris Dobson, the ex BBCWW […]

 
 

Carat’s Ray: Proving ROI Amid Real Media Convergence

CANNES, France — People have talked about media “convergence” for years. But, for media agency Carat, the converged future hasn’t worked out the way people expected. “We used to talk about how everything would converge on a single device,” says global president Doug Ray. “The reality is, people’s bevahiors have converged around different devices.” It’s within […]

 
 

Simulmedia’s Morgan: TV Is The Real Ad Superhighway

CANNES, France — The coming evolution in which TV ad sales will be conducted using online practices will finally enable the real vision of digital media for brands, says Simulmedia CEO Dave Morgan. “A lot of the (advertising) approaches that worked in the digital world over the last 20 years are finally ready for application […]

 
 

BrightLine, Raises Round, Activating Interactive TV Ad Production

AT SEA OFF THE COAST OF FRANCE — Advertisers are coming to realize that simply shovelling 30-second linear TV ad spots to connected TV platforms isn’t going to work – something that has spawned a new wave of vendors helping them customize ads for interactive screens. One such firm is New York-based BrightLine, which just […]

 
 

Microsoft’s Ferris: Half Of Gamers Use Xbox For Multimedia

CANNES, France — Once upon a time, it was just a games device. Now, Microsoft’s Xbox consoles are used to consume TV, video, music and other content. “Gaming is the core,” says Microsoft’s advertising GM, Scott Ferris. “Over half of people who buy Xbox for gaming end up using it as their all-up entertainment source.” […]

 
 

Nielsen Product President Hasker: We are Moving “Well Beyond the GRP”

CANNES, France — Nielsen global product leadership president Steve Hasker has put up a spirited defense of his media audience research provider and one of its core measurement tools. “A lot of people will talk about the GRP (Gross Rating Point) being dead,” he tells  moderator Terence Kawaja at this Beet.TV leadership summit. “We have never argued […]

 
 

MediaCom CEO: Programmatic Spurs Ad Creativity

CANNES, France — Some may characterize the rise of so-called “programmatic” online ad trading and control techniques as the transition of Mad Men into “maths men” – but one agency boss thinks the technologies can spur creativity by liberating staff from “drudge”. “I don’t think anyone signs up for our industry to be staring at an […]

 
 

Programmatic Going Premium And Global In 2015: Videology’s Eisenstein

CANNES, Lions — More top-end publishers will be trialling so-called “programmatic” technologies for automating and controlling online ad trading in the next few months before they jump aboard next year, says one exec from a programmatic video platform. “(In the) second half of 2014, we’re going to see a lot of new players jumping in,” Videology‘s […]

 
1 2 3 4 5