Mindshare Exec: Online Videos Becoming Shorter

LAS VEGAS  —  Long-form video is alive and well, but online videos in general are becoming shorter, says Jordan Bitterman, Chief Strategy Officer, North America at Mindshare in an interview with Beet.TV at CES. The trend stems from the proliferation of six-second Vine videos and fifteen-second Instagram clips, coupled with the effectiveness of shorter ads, he tells […]

 

Chirpify Lets Viewers Buy With Hashtags

Marketers now use social media expertly to “engage” audiences? But, whilst such schemes are good top-of-funnel branding mechanisms, what about sealing the deal with an actual purchase? Chirpify is a start-up hoping to close that circle, by letting consumers buy or otherwise express interest in products using just hashtags in social media they already frequent. […]

 

Mindshare NA CEO: Adaptive Marketing Key Focus for Agency

LAS VEGAS — As part of its focus on “adaptive marketing,” Mindshare has been on the hunt for technology firms to pair up with that can help it deliver content in real time for brands, says Colin Kinsella, CEO of Mindshare North America, in an interview with Beet.TV at CES. “We are investing in technology to […]

 

Mindshare’s Kinsella: Video Is the Key to Real-Time Marketing and ‘Wochit’ Provides Compelling Solution

Colin Kinsella, who joined WPP as the CEO of Mindshare, NA  this July from Digitas where he was CEO for North America, has been a leader in the movement to “real-time” marketing where agencies and their brands engage with consumers around scheduled and breaking news events. In November, we interviewed him in Monaco about the […]

 

Mindshare’s Bitterman: Premium Video Is In The Eye Of The Beholder

The ad industry is fond of considering video inventory either low-grade fodder or “premium”. But Mindshare’s North America Chief Strategy Officer Jordan Bitterman tells Beet.TV the distinction depends on the goals of the advertiser. “One marketer may say ‘premium’ content has to be shot by a famous director, has got to have celebrity talent on […]

 

Mindshare CEO Emery: We are Focused on Real-Time “Adaptive Marketing”

CANNES –  A fundamental change in the media industry is the lack of lag time between the creation and distribution of content, says Nick Emery, global CEO of global media network Mindshare.  Mindshare is a, unit of GroupM, the media agency operating division of WPP,  was co-founded by Emery in 1996. While Mindshare is involved […]

 

Mindshare Digital Chief: Microsoft’s Xbox One will be “Game Changer”

CANNES – With Connect technology part of the new Xbox One device, which has many millions of users, Microsoft has presented a “real game changer” to the media world with many possibilities says Norm Johnston, chief digital office for Mindshare Worldwide, the big global media unit of WPP’s GroupM. We spoke with him on Thursday […]

 

Adaptive And Addressable: How Connected TV Could Totally Target Ads

LONDON – GroupM’s Mindshare already targets many conventional TV ads using online data – but the full internet delivery of TV advertising could unleash even greater targetability. Speaking at Beet.TV’s recent London Video Ad Strategy Summit, the group’s chief digital officer Norm Johnston said Mindshare already leverages geographical search data – for example, showing people […]

 

Mindshare’s Johnston: ‘Addressable’ Advertising is Maximizing Efficiency

LONDON – Addressable advertising enables GroupM media agency Mindshare, to use their clients’ budgets in the most efficient way, says Norm Johnston, global digital leader for Mindshare Worldwide, in this video interview with Beet.TV Johnston says addressable advertising is improving with tools provided by GroupM’s Xaxis. “Now, that’s coming to TV. It’s coming to other media, as well, […]

 
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