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 […]

 
 

In Lieu Of TV Ads, West Elm Embraces Video And Tests Retargeting

How does a consistently profitable online and bricks-and-mortar retailer thrive without spending money on television advertising? By going big on video, constantly testing and iterating and using ad cost metrics to measure campaign ROI. “We’re definitely in the camp of being very pro video,” says Luke Chatelain, VP of Innovation at West Elm, the furniture […]

 
 

Facebook’s Slotwiner: Advertiser ROI Questions Getting More Sophisticated

Advertisers and agencies asking Facebook to explain the ROI on advertising campaigns on its platform is nothing new. And although the questions are getting more sophisticated, there’s still a lot of learning going on at Mark Zuckerberg’s social creation. Since the earliest days of measurement on Facebook, its researchers were “focused on understanding what media […]

 
 

WPP’s Moore On The Roles Of Creative, Media Shops In Dynamic Optimization

It’s no secret that creative has lagged behind marketers’ ability to optimize media campaigns. Turns out that some of the delay derives from creative agency business models. To David Moore, President of WPP Digital & Chairman of its Xaxis unit, it comes down to being able to pull as many levers as possible for clients. […]

 
 

Beet.TV Summit March 9: Xaxis, BBDO, Eyeview, MediaMath And Others To Examine Performance Video

HOLLYWOOD, Florida – The year 2017 will see WPP’s Xaxis increasingly focus on performance outcomes for its clients’ video ad campaigns. “Every campaign that we will run will have a KPI that is considered very important to the advertiser that we will achieve,” says David J. Moore, who is President of WPP Digital and Chairman […]

 
 

Focusing On Video Outcomes Cures ‘A Lot Of Ills And Worries’: Eyeview’s Harnevo

LAS VEGAS – Is the advertising industry stuck on so-called intermediate metrics when judging the performance of their video campaigns? Oren Harnevo thinks so. The CEO and Co-Founder of Eyeview believes there’s no substitute for actual outcomes, meaning a person sees a video and then buys something. “A lot of the video campaigns you see […]

 
 

Beet Retreat Panel Explores Advanced TV: MasterCard, Bank of America, Publicis, Eyeview, Twitter

MIAMI – Maybe it’s fitting that a panel about the promise of advanced television advertising takes place in the state that brought us the Ringling Brothers. While data is fueling more qualitative audience targeting decisions, media agencies and their clients can be forgiven if they often feel like perpetual jugglers. What becomes clear from the […]

 
 

Eyeview’s $21.5mn Boosts Push For ‘Outcome-Based Marketing’

CANNES — Video ad tech vendor Eyeview is now up to $58m in funding across six rounds, after it took a $21.5m series D round from an investor in its native Israel this month. Qumra Capital is a new investor addition to the line-up. Eyeview says it will use the funding to further invest in its sales, […]

 
 

‘Crawl, Walk And Run’ To Meet Dynamic Ad Challenges: Carat, Eyeview, Flite

VIEQUES, PR – The prospect of dynamically tailoring individual scenes within video ads for targeted viewers is mind-blowing – and headache-inducing. Last year, a poll of senior global marketers said personalized ads made for higher response and engagement rates. But, for marketers and the agencies who make the ads, getting there is not easy, a panel convened by […]

 
 

TV Ad Super-Targeting Is Ready To Scale: Eyeview CEO

FORT LAUDERDALE — Last year was been characterized by the industry wondering when TV platforms would open up to support addressable TV advertising. This year seems to have been characterized by actual roll-out. Next year could mean larger-scale adoption. “The concept of being able to target according to CRM data on television is crazy-unique,” says Eyeview […]

 
 

Marketers Go It Alone For Ad Tech and Eyeview is Launching a DSP

In the age of ad tech software abundance, many marketers are now choosing to take on some of the tasks previously managed by their agencies and buyers. That is the same trend being seen by Eyeview, whose technology lets advertisers personalize video creative for individual viewers, as it builds up its demand-side platform to enable programmatic […]

 
 

Eyeview Offers Addressable TV Ads with Cablevision, DISH Inventory & Programmatic TV w/ Clypd and WideOrbit

Video ad tech vendor Eyeview, which has been more used to helping deliver digital video advertising, is now getting in to the main TV screen in the living room. CEO Oren Harveno tells Beet.TV the company is working with Cablevision and DISH to deliver ads to so-called “addressable” TVs, at the individual household level, plus with Clypd and […]

 
 

Video’s Impact Can Now Be Tied Directly to Sales, Not Just Branding, Eyeviews’ Harnevo

While video’s function in advertising has historically been for branding, it’s now possible to track its impact on sales. While television has been a kind of black box in terms of available insights into how a campaign has actually performed, “now digital closes the loop,” observes Oren Harnevo, CEO of Eyeview, a video ad platform, in […]

 
 

Data Can Drive Creative: Eyeview CEO Harnevo

FORT LAUDERDALE — What place creativity when ads can be scientifically created to match viewer emotions using all manner of data points? Eyeview, a vendor which helps personalize video ads according to targeting criteria, thinks the two disciplines connect. “For example, a retailer has 100,000 products in different locations, different prices,” says Eyeview CEO Oren […]

 
 

Video Ad Customization Platform Eyeview Raises $15 Million in New Venture Round

Eyeview, the New York-based company that provides marketers with the technology to personalize digital video ads to specific consumers, has raised an additional $15 million, the company announced on Monday. More on the raise and other developments reported here on Re/code by Peter Kafka. Last month, we spoke with CEO Oren Harvevo about the company’s […]

 
 

Online Video Split Between GRP and Performance Measures, Eyeview’s Pozesky

When it comes to measurement styles, video in the market is divided between TV replacement money and performance measurement buys, says Brian Pozesky, Chief Marketing Office for Eyeview, in this interview with Beet.TV. Interestingly, brand marketers are among the advertisers moving more aggressively in video marketing, but they’re staying with GRPs for measurement rather than […]

 
 

Nielsen’s Eaton: OCR Ratings Ushers More Money Online

TV dollars are beginning to shift to digital and more will come in the year ahead, says Tom Eaton, VP Client Services, Platform Group at Nielsen in this interview with Beet.TV. That transition started with a trickle, and became more significant at last year’s upfront, he says. Having a GRP-like measurement in online in the OCR […]

 
 

Data Exec Says Video Primed for Performance Measurement

Video is primed for more detailed real-time measurement, says John Wallace, CEO of data insights company DataSong, in this interview with Beet.TV about video marketing. In fact, video is a key growth area for the company, which has logged a 60% growth rate in the last few years. DataSong measures media performance, including click streams to […]

 
 

Mercedes Looks Beyond Awareness in Video Ads

An impression does not equal awareness. Those are the watchwords from Scott Martino, Marketing and Analytics Lead at Mercedes-Benz, in this interview with Beet.TV about video marketing. “We should reconsider what awareness means. You need to show what awareness is and I don’t think simply serving an impression is accomplishing the goal. We should be more […]

 
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