Converged Video Buying ‘Won’t Happen Overnight’: Mediaocean’s Johnston

COLOGNE — Video advertising technology platforms are helping advertisers and agencies on the road to buying online video and television ads in a single process – but don’t expect that process to be widespread in the immediate future. “TV is still very dominant,” agency ad-buying software platform Mediaocean’s Europe MD Sarah Lawson Johnston tells Beet.TV […]

 
 

Old Fashioned, “Mad Men” TV Ad Trading Must Stop: Mediaocean’s Woollard

SAN FRANCISCO — Programmatic ad trading techniques could eliminate costs and cut time by bringing ad buying in to the digital 21st century, says one ad tech vendor. “The way that TV is bought has been the same way since the Mad Men days – I pick up the phone, I do a deal,” says […]

 
 

TV Programmatic Is Coming Down The Road: Mediaocean’s Woollard

SAN FRANCISCO — New, automated ad-trading techniques termed “programmatic” have loomed on to the TV industry’s horizon – but have a little way to go before widespread adoption, according to one exec. “It’s a wonderfully exciting time,” says ad connectivity platform Mediaocean‘s business development VP Fraser Woollard. “Agencies are experimenting with different technologies, different ways of […]

 
 

Transitioning TV Ad Buying From “Steak Dinners” to Programmatic: It’s Going to Take Time

SAN FRANCISCO — When are we going to see an industry in which a healthy slice of TV advertising is bought using so-called “programmatic” trading techniques? “For the major networks, it’s going to take a long time to eventually go over to this stock exchange process of being able to use data and being able […]

 
 

Mediaocean Exec: More Automation in Targeting to Come in Next Two Years

SAN FRANCISCO — Eager to capture some of a fast-growing pie, agency software provider Mediaocean has been expanding its offerings to accommodate more programmatic buying. The next two years represent a huge opportunity to make programmatic a bigger component of an overall media budget, says Fraser Woollard, VP Business Development at Mediaocean during an interview with […]

 
 

Programmatic Buying Will Reach Across TV with More Integrated Tech

SAN FRANCISCO — One of the key growth factors in programmatic buying lies in the integration of tech partners, says Dan Ackerman, Senior VP Programmatic at Adap.TV during an interview with Beet.TV. “We want to be the agency platform that enables all these processes,” he says. Data providers like Nielsen, Rentrak and Kantar are important partners […]

 
 

Ad Delivery Is Everything: Mediaocean’s Palmer

LOS ANGELES — Creative is just half the battle. Getting your beautiful video ad to viewers eyeballs is the way to really pay off. “You can have the best campaign ever – but, if the ad doesn’t get to the right station at the right time, then everything is lost,” says business development SVP Mike […]

 
 

Ad Software Giant Mediaocean Expands Services to Third Parties

Advertising software shop Mediaocean launched a new platform earlier this month geared towards its partners. Called the Connect Partner Platform, Connect lets third parties integrate with Mediaocean’s services. It targets ad servers, data providers, supply companies and technology providers, letting them leverage Mediaocean’s software that handles $130 billion in global ad billing each year. The […]

 
 

Mobile Video Viewing is Surging, FreeWheel Study

SAN FRANCISCO –The use of mobile devices has boosted all video viewing by 38% year over year, said digital media technology company Freewheel in its just-released report on Q2 video viewing. The growth comes largely from tablet and mobile viewing, and many consumers are using these devices to watch longer programs. Long-form viewing comprises about […]

 
 

Tim Armstrong on AOL’s “Bigggest Story:” Integration with Mediaocean and FreeWheel

Says Tim Armstrong, CEO of AOL, the biggest news at the company’s NewFront event is the integration of AOL’s inventory with the big, universal video ad buying platform called Mediaocean with video ad serving firm FreeWheel. We spoke with him at the end of the presentation. More on the AOL/Mediaocean/FreeWheel implementation in this Ad Age […]

 
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