Tracking From Exposure To Closure Is A Reality: eXelate’s Zagorski

If a tree falls in a forest and no-one was around to hear it, did it really make a sound? Many advertisers have asked themselves that question in years gone by, unable to know whether their analog media spend really made a difference. But digital ads that lead to digital actions mean attribution can delight marketers, says eXelate CEO […]

 

SpotXchange To Open More EU Offices: Buckley

FORT LAUDERDALE — Fresh from RTL buying a majority stake for $144m, programmatic video ad tech outfit SpotXchange says it will shortly be opening up more offices in Europe under the group’s stewardship. “You’ll see some news from us early this year around new office openings specifically in the European region,” SpotXchange platform SVP Sean Buckley […]

 

Mondelēz’s Bough Aims To Be A Data Player

One of the industry’s celebrated digital marketing chiefs says using his company’s own data about consumer behavior will become key to future campaign management. “Data will become more and more important to every single piece of media that we buy,” Mondelēz International global media and consumer engagement VP B. Bonin Bough tells Beet.TV in this video interview. […]

 

Using Data to Inform Digital Messaging, Havas’ Danny Huynh

CHICAGO — Storytelling and data can go hand in hand in digital marketing, so long as marketers keep searching for insights in real time, says Danny Huynh, SVP and Group Director at Havas, in an interview with Beet.TV. “You have the ability to story tell based on data at hand. You use data as you are doing resesrch […]

 

Data Is Essential To Programmatic: MediaVest’s Korenfeld

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 […]

 

The DMP Is Evolving Through Identity: Adobe’s Bohra

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 […]

 

‘Programmatic Upfronts’ Will Rise: Comcast’s Holmes

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 […]

 

Non-Marketers Hold Key To Programmatic: iProspect’s Adams

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 […]

 

Too Much Math, Too Little Meaning: Publicis’ Tobaccowala

COLOGNE, Germany — As “maths men” take over from “mad men” on advertising’s Fifth Avenue, the new cult of data is proving to be too all-consuming, says one advertising veteran. “We may be losing the plot – too much math, too little meaning,” says DigitasLBi and Razorfish chair Rishad Tobaccowala. “We’ve forgotten that the data […]

 

Data Can Be Used as a ‘Consumer Fingerprint’, SMG’s Simpson

LONDON — Data is rooted in numbers, but the use of it is most effective when brands view data as a “consumer fingerprint,” says Steve Simpson, Exec VP and Global Managing Director of Digital Strategy, Data and Analytics at SMG, in an interview with Beet.TV. “Think about it as a reflection of people and what they are doing […]

 

VivaKi’s Bertozzi Explains Ad Tech Alliance with Amazon

The recent deal signed by ad agency Publicis’ digital unit VivaKi to buy ads from Amazon’s new self-service display tool crystallizes the outfit’s ethos, says company exec Marco Bertozzi. “The Amazon announcement is the fruition of 18 months of working with them -it’s a case study for exactly what we’re trying to do with our […]

 

Simulmedia Making Its TV Upfronts Debut

Dave Morgan says  Simulmedia, is taking an important step by participating in upcoming US TV ad-buying upfronts for the first time. “It’s been something we’ve watched from the sidelines as a spectator,” Morgan tells Beet.TV. “For the first time, we have positions on both the sell side and the buy side.” Simulmedia brings an avalanche of […]

 

Guardian Uses ‘Attention Analytics’ To Amplify Content

LONDON — If “data is the new oil“, The Guardian is sitting on a well. The news publisher has built its own in-house analytics platform, dubbed “Ophan”, to measure dozens of metrics for thousands of stories, chief digital officer Tanya Cordrey tells Beet.TV. “It shows the performance of our content at any moment of any […]

 

Group M’s Xaxis Goes Large With TV-Synced Two-Screen Ads

LONDON — More advertisers may soon buy synchronized video ads on multiple digital screens to continue reaching TV viewers distracted by secondary devices. Group M’s data and audience unit Xaxis has already operated the scheme, dubbed Xaxis Sync, in the Netherlands, buying social mobile ads corresponding to TV spots identified by data partner Civolution. Now […]

 

Guardian CEO Andrew Miller: ‘Journalism Is On The Rise Again’

LONDON — The Guardian’s publisher will post annual digital revenue up by a quarter to over £70 million ($116 million) for the year ending March, CEO Andrew Miller tells Beet.TV. Although many in the industry report worsening ad rates, the Guardian Media Group CEO says: “We’re seeing a hardening of our CPMs.” The group will […]

 

BBC Set to Go All Digital with Youth Network “BBC Three,” Ralph Rivera Explains

LONDON — The BBC’s proposal to close its linear youth TV channel BBC Three in the UK but to go on publishing its shows online under the same brand will have little impact for a service already heavily consumed online, says the corporation’s future media director. “The BBC is the first broadcaster to go online-only […]

 

Data Is To Marketing As Science Is To Religion: Group M’s Norman

LOS ANGELES — You can’t go to a digital industry conference these days without someone espousing the value of “data”. For ad group Group M Worldwide’s chief digital officer Rob Norman, data’s value is clear: “Data is to marketing as science is to religion. The more facts you have, the less faith you need.” But marketers are […]

 

Advertisers Must Harness Long-Term Data: InMobi’s Cordero

Mobile ad company InMobi says it is trying not only to encourage advertisers to use more data but to do so for years ahead. “Most of the media that I see spent – not a hell of a lot of data is actually being gathered,” says the company’s north America GM Francisco Cordero. “That could […]

 

NDN Focuses On Data To Improve Publishers’ Videos

NDN, the unseen power behind many of the videos on newspaper websites, says data is the oil fuelling the future of the business. finally there’s enough information,” COO Eric Orme tells Beet.TV. “What really needs to happen… we have to be able to give back tons of data to these guys (our customers) to help them […]

 

Millennial’s Seifer: The Two Key Data For Mobile Ads

LAS VEGAS — If you want to know how best to advertising to consumers across mobile devices, look to the numbers, says one exec. “Some of the best mobile advertising we’re seeing to date are from brands who understand the importance of data,” mobile ad tech firm Millennial Media‘s global strategy VP Carrier Seifer tells […]

 
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