In TV, It’s Demographics To Audiences To Outcomes: Eyeview’s Brian Katz

MIAMI – If the folks at Eyeview are correct, there’s a predictable progression happening in the advertising world as it moves from buying audiences on broad demographics to more targeted transactions. “Everyone’s going to eventually move to outcomes,” says Brian Katz, the company’s VP of Advanced TV Insights & Strategy. “The CMO’s on the marketing […]

 
 

West Elm’s Chatelain On Digital Channels: Start Small, Gauge Results And Ramp Up Successes

Television can drive big awareness, but with digital media brands can take small steps with small budgets and “test and learn” their way to success. This, in essence, is the approach online and brick-and-mortar retailer West Elm has taken during nearly 30 consecutive months of profitability. West Elm has shied away from spending money on […]

 
 

Is Viewability A Sideshow? Moat, Ooyala & Eyeview Discuss

VIEQUES, PR — Digital advertisers need a common metric for what constitutes user-viewable video inventory – but they shouldn’t rely on it as the prime driver of their strategy. That is according to a trio of ad-tech execs whose companies help bring some visibility to the problem, but who say the challenge is greater than that. Almost […]

 
 

Beet Outcomes Summit: Exploring Lift With Placed, Experian, Facebook, Nielsen Catalina And MediaMath

Analyzing the impact of video advertising reveals not only incremental lift in offline store visits but also the vast difference in quality of inventory from one programmatic exchange to another. These are just two of the takeaways that emerged during a panel discussion by industry professionals at the recent Beet.TV Leadership Summit titled Outcomes, presented […]

 
 

Led By Travel, Marketers’ Perception Of Digital Video Driving Sales Is Growing: Sequent’s Spaeth

Marketer perceptions about the purpose of digital video advertising—branding versus performance—is changing, with the travel category one of the strongest proponents of performance. This is one of many findings of a research report commissioned by Eyeview and conducted by Sequent Partners at the end of 2016. As explained by Sequent’s Jim Spaeth at the recent […]

 
 

With Context A Key Sales Driver, Digital Media Needs A ‘Deep Dive’: Nielsen Catalina’s Feigenson

Matching media exposures to sales data shows that while creative and reach are the first two main drivers of purchases, respectively, context is a solid third. Which means that within the digital realm, there’s much work to be done understanding all the contextual permutations. These were key takeaways from observations shared by Nielsen Catalina Solutions […]

 
 

Monumental Shift’s Davis: Focus On Revenue, Not ‘Measuring Lots Of Stuff’

Lots of data and great creative for ad campaigns are meaningless unless you can be sure they’re actually driving revenue. Because at the end of the day, “It’s what the C-suite cares about,” says author and keynote speaker Andrew Davis. Davis was among some three dozen advertising and media experts who gathered for the recent […]

 
 

Innovid’s Chalozin: Solving Complicated Problems While Serving One Third Of Web Video

Some types of digital innovation are easier to prove than others, among them online travel agencies and streaming video giant Netflix. Then there is the not inconsiderable task of getting marketers to change their worldview about audience targeting. Nine years ago, Innovid chose the latter path, providing an open platform approach to personalizing video targeting […]

 
 

Think Video And Consumer First, Not Channel: BBDO’s Estrada

Using dynamic video ads that key off of seasons or weather conditions for Lowe’s is “table stakes” given the wealth of behavioral data available to tweak viewers’ emotions. “I think that’s kind of easy to do,” according to Bob Estrada, EVP & Director of Strategic Partnerships at BBDO New York, the agency for the home […]

 
 

Eyeview’s Harnevo, West Elm’s Chatelain Discuss Video Personalization, Retargeting At Beet.TV Summit

When West Elm first dipped its toes into video ad retargeting a few months ago, the furniture and housewares retailer set “a pretty solid benchmark” for measuring the outcome. “For us, video retargeting has been extremely powerful,” the company’s VP of Innovation, Luke Chatelain, said in a panel discussion at Beet.TV Leadership Summit titled Outcomes. […]

 
 

Rogers Dissects TV Audience Declines And The Challenges Of Better Audience Targeting

With his multi-decade background at NBC, CNBC and TiVo, Tom Rogers knows a bit about television audiences. Given continued viewing declines, he believes the only way for broadcast and cable networks to maintain decent pricing is personalized ads with measurable business outcomes for advertisers. “I really don’t see any other answer given this confluence of […]

 
 

Travel Joins Autos, Financial Services As Big Audience Targeting Categories: Experian’s Danaher

The travel industry vertical has joined automotive and financial services a top category for more precise consumer targeting and outcomes measurement via digital video. Nonetheless, there’s a still a lot of “heavy lifting” going on as brand marketers try to best identify their target audiences with first- and third-party data, according to Experian’s Brad Danaher. […]

 
 

Video Emerging As Driver Of Physical Store Traffic: Placed’s Shim

As measuring the outcomes of digital video ad campaigns gets more sophisticated, what excites Placed’s David Shim is video as a direct-response channel. The same advances in measurement can only improve the performance of traditional linear television. In this interview at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview, […]

 
 

Monumental Shift’s Davis: Forget The Funnel, Focus On Outcomes

Best-selling author Andrew Davis has great disdain for MFOMO (Marketer Fear of Missing Out), CMO Pizza and the “marketing funnel.” He believes that if brands concentrated more on outcomes and not market share, they could avoid all three of these pitfalls. It was Davis, of Monumental Shift, who kicked off the recent Beet.TV Leadership Summit […]

 
 

Amid Audience Declines, TV Networks Must Prove Outcomes: Tom Rogers of WinView Games

Proving ROI on television advertising is “still in a fairly primitive state,” amid massive network audience declines and rising CPM’s. It’s a paradigm that Tom Rogers believes cannot continue much longer. Buying TV broadly on demographics without being able to match exposures to purchases leaves little opportunity for measuring spending efficiency, says Rogers, who is […]

 
 

BBDO’s Estrada On The Importance Of Partnerships To Leverage Creative Options

Before the advent of digital media, the unbundling of creative and media at general advertising agencies made lots of sense. Now it takes more effort to bring those functions together so that creative is best suited to particular platforms. This is one reason why it’s important to bring the right partners into creative agencies, according […]

 
 

Better Measurement Can Plug Digital Targeting Gaps: Nielsen Catalina’s Feigenson

A “crisis of confidence” in digital media can be alleviated in large part by better measurement solutions. “If measurement is done well, it informs the way advertising works,” says Andrew Feigenson, Chief Revenue Officer for Nielsen Catalina Solutions. If the advertising industry maps measurement as a key performance indicator, it we can start addressing some […]

 
 

Future Ads Will Blend Art & Science, Says Eyeview’s Barber

If you want to shoot dozens of fragments of video ad permutations to combine in to the perfect single ad for a solitary viewer, you had better skill up both your engineering team and your creative staff. That’s what Sam Barber is doing. The creative director of Eyeview Digital, a company which helps advertisers pull off one-to-one […]

 
 

Video At Inflection Point: From Branding To Driving Sales, Says Sequent’s Spaeth

While brand marketers have employed marketing mix modeling for a long time, it’s not the most effective way to measure the return on digital video. That’s where attribution comes in. “Attribution looks at things at a very detailed transaction level. Individual people and households and devices, so it’s able to really see the impact of […]

 
 

Eyeview’s Harnevo: Focusing On Business Outcomes Solves Many Digital Media Issues

Judging digital video campaigns based on the success metric of actual business outcomes can solve industry problems beyond calculating direct ROI, according to the CEO of video marketing technology provider Eyeview. “We’re trying to get brands, agencies and the ecosystem to move away from all this arbitrary proxy metrics of clicks and completions and demo […]

 
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