OMD’s de Nardis: Facebook Metric Misstep Highlights Need For Third-Party Measurement

There’s enough disruption in digital advertising, so a flap at Facebook and uncertainty surrounding Twitter are best dealt with quickly. That’s the view of Mainardo de Nardis, CEO of OMD Worldwide, Omnicom’s global media communications agency. Last month, Facebook apologized after major agencies became aware that the social media behemoth had erred in the way […]

 

Creatives Must Fit And Re-Fit Video For Mobile: Facebook’s D’Arcy

The great media thinker Marshall McLuhan once wrote: “Media come in pairs, with one acting as the “content” of the other, obscuring the operation of both.” In times of change, it is this which often means old-media content is rammed in to new media, like square pegs in a round hole. But now it’s time creatives […]

 

People Magazine Goes Live With ‘Urgent’ Facebook Video

VAIL, CO — Whether it’s Twitch.tv, Twitter’s Periscope or Facebook’s new live-streaming capability, live video is shaping up to be one of the biggest media trends. That’s an opportunity for certain publishers, and People magazine is amongst those showing interest. “It’s all very new at this point. Our approach to live has been opportunistic – […]

 

Native Must Make Mobile Ads Relevant: Facebook’s Arnstein

BARCELONA — Mobile ads are going to have to change if they are to recapture interest from consumers whom they are putting off with too-pushy experiences, says a leading advertising executive. Facebook EMEA publisher ad technology head Yoav Arnstein says the industry has got it wrong. “With the shift to mobile, there is growing concern […]

 

Remoulding Video To Fit Fridges, Cars… And TV’s: says Facebook, IPG Mediabrands, Jun Group & YuMe

VIEQUES, PR — What are the right length and the right context for a video ad, and can you place them on any and every device? That was the topic of a panel debate, convened by Beet.TV at its retreat, involving executives from major advertising and publishing firms: YuMe chief revenue officer Scot McLernon Facebook global agency […]

 

Mobile Consumers Want Quick, Visual Content: Facebook’s Dugan

VIEQUES, PR — Just three years ago, only 20% of Facebook’s business came from mobile platforms. Last Q4, that was 80%. That’s testament to the changes Facebook is having to make to ensure it continues connecting with audiences. But the same goes for advertisers who use the network, according to Facebook global agency lead Dave Dugan. […]

 

Facebook Wants Advertisers To Think Different About Auto-Play

LAS VEGAS — These days, consumers recognize silent auto-play is becoming a standard for videos delivered in feeds. But advertisers are still trying to find the true value in a format that nobody clicked and nobody heard. Ad holding group WPP’s chief Sir Martin Sorrell recently said Facebook, the biggest exponent of the format, “has a lot […]

 

GroupM’s Rob Norman: Google, Facebook Have Found the “God Particle” of Marketing

Using a metaphor of the discovery of the the so-called “God particle” by physicists at the Hadron Collider in Switzerland, GroupM‘s chief global digital officer Rob Norman tells Beet.TV  that Google and Facebook have arrived at a place he calls the “God particle of marketing” which is perfect attribution. He explains the power of Google and […]

 

Mobile And Video Redefining Publishing: Facebook’s Boland

COLOGNE — They are the twin trends reshaping media and, with them, advertising. The surge of mobile and video consumption is the biggest opportunity in front of marketers, says one of Facebook’s advertising chiefs. “Where it took TV and radio years and years and years to reach 50 million users, it took just seven years to […]

 

Facebook Page Redesign Chases ‘Frictionless’ Commerce: Harris

Facebook is tweaking the way businesses can present themselves using Pages, and one of the execs in charge says it’s about getting better representation and better outcomes on mobile devices. The tweaks, which Facebook detailed here and which First Post covered, include better calls-to-action, more pages, better layouts “If you’re a restaurant here in New York City, you […]

 

Facebook’s Harris On The Collision Of Performance And Brand Advertising

In the world of internet advertising, you can pay for results, or you can pay to build your brand profile. But now, those two models are coming together. “The world between performance and brand advertising is starting to collide,” says Facebook global agency development director Patrick Harris, in this video interview with Beet.TV. “Advertisers that were […]

 

Facebook’s Carolyn Everson On Overcoming a Setback as a Young Entrepreneur

Facebook’s VP-Global Marketing Solutions Carolyn Everson went to college thinking she would become a broadcast journalist. But a subsequent stint in consulting that led her to a job at Disney ignited her love of media and technology for good. “That was the beginning of me seeing what it would be like to work for a […]

 

Facebook Video Is Great, But Has Two Challenges: OMD’s Winkler

The auto-playing video ads Facebook introduced a while back could make the social network $3.8 billion by 2017, a Nomura analyst recently forecast. So just how good is the new format, and what challenges remain? Ben Winkler, chief digital officer of ad agency OMD USA, says the ads were bound to be successful, given Facebook’s scale – […]

 

AppNexus CEO O’Kelley Fights Facebook’s ‘Walled Garden’

New York-based AppNexus‘ real-time ad bidding platform has built the company a position as one of the leading advertising technology vendors out there, at a time when contenders are racing to hail the virtues of their own suites. But CEO Brian O’Kelley sees one big differentiator between his company and the likes of Facebook, which […]

 

The Future Is The Vast, Unconnected World: Facebook’s Everson

These days, Pets.com is part of internet folklore – an early dot.com juggernaut that, in its mission to sell pet supplies direct to consumers, burned bright, launching in August 1998 and going from an IPO to liquidation in 268 days. Carolyn Everson remembers the site with horror, too – but, for different reasons. Everson says the idea for a pet retail […]

 

Facebook’s Off-Site Ads Out-Perform Mobile Display: Jakubowski

Facebook is now serving “billions” of native ads on mobile apps and websites other than its own, according to the company’s ad tech head. The Facebook Audience Network was launched in beta in 2014, allowing publishers to put native ads in their apps and services, just like those on Facebook’s own. “We’ve actually figured out […]

 

Facebook’s Atlas Has Now Integrated with (Nearly) All Ad Holding Companies, Jakubowski

Last fall, following its acquisition of Atlas from Microsoft, Facebook announced its reboot of Atlas as a cross-device ad targeting solution. Today, the social network is switching many of its advertisings over to that system. “We’ve signed deals with five of the six holding companies. We are actively onboarding clients with all of them,” Facebook ad tech head […]

 

GroupM’s Norman: Facebook Lags Twitter For Video Advertisers

AUSTIN – Facebook wants to make a big splash in the world of video advertising. But failings in its offering mean it still has a way to go, according to a leading ad agency boss. “The advertiser is competing with the regular newsfeed and the rest of the user-generated newsfeed. It remains a challenging environment,” GroupM chief digital officer Rob Norman […]

 

Facebook And Emotional Video Will Boom: Unruly’s Kosinski

FORT LAUDERDALE — What works in online video advertising, and where is it going to work best? Emotional content, and on Facebook, according to one company which measures the virality of digital video spots. “This year, we think Facebook is going to be the big winner – Facebook is going to just explode in terms of […]

 

Facebook Passes YouTube For Desktop Video: comScore’s Fulgoni

CHICAGO — Less than a year after it began testing auto-playing video, Facebook is the winner in a tipping point against rival Google. “In the month of August, on desktop viewing, they delivered about a billion more views than YouTube – which is pretty amazing,” co-founder and chairman emeritus Gian Fulgoni reveals to Beet.TV in this […]

 
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