Ditch Last-Click Attribution On Mobile: Google’s Carrington

BARCELONA — Mobile is a different device – and that’s going to require very different advertising strategies, one of Google’s international ad execs says. “We’re trying to help people move away last-click attribution,” Google EMEA performance solutions MD Ian Carrington tells Beet.TV in this video interview. “A lot of people are using last-click attribution models. That means they’re […]

 
 

Mobile Ad Spend Poised to Catch-up, Medialets’ CEO Glassberg

While mobile usage of all kinds has grown in leaps and bounds, mobile ad spend hadn’t yet caught up, but that’s due to change, says Richy Glassberg, CEO at WWP-owned ad serving firm Medialets, in this interview with Beet.TV.  Expect a huge upswing in ad dollars in the next few years to keep pace with the consumer […]

 
 

Video Is An Antidote To Mobile Ad Blocking: Mediaocean CEO

Advertisers these days seem worried about a litany of technologies with which bad industry actors and consumers alike can bypass advertising. The latest is ad blocking, which Apple’s iOS 9 now supports on mobile web. But that threat to mobile could benefit another media, one ad tech exec reckons. “It is incredible. Things like ad blocking, view […]

 
 

Native Video Is Fastest Growing Format in Mobile Advertising: Opera’s Yang

COLOGNE — Native video is the fastest growing format in mobile advertising today, according to Nikao Yang, SVP-Global Marketing and Business Development at AdColony, a unit of  Oslo’s Opera Mediaworks. “Publishers are looking for new innovative ways to monetize their content feeds,” he observes in an interview with Beet.TV recorded at DMEXCO last month. As a […]

 
 

GroupM Ad Ops Chief Joe Barone on Ad-Blocking: Industry Challenges and Solutions

When Apple brings iOS 9 out of beta on September 16, many in digital advertising fear the pillars of their kingdom could begin to crumble. For, the latest version of the mobile operating system includes a content blocking architecture that could allow developers to release ad-blocking extensions for download by users. Some in advertising are jumping to act. […]

 
 

Advertisers Lagging Consumers On Mobile: IPG’s Johnson

The data continues to point to a disconnect – consumers have flocked to consume content and engage socially using mobile devices, over desktop alternatives. So why have advertisers still not piled in to mobile at the same rate? “It’s sometimes an afterthought,” IPG Mediabrands global mobile head Travis Johnson agrees, in this video interview with Beet.TV “We’ve got clients […]

 
 

Big Change in Video Ad Format with the Rise of Vertical (Portrait), GroupM’s Rob Norman Explains Why it Matters

CANNES — Social platforms have made some big announcements in recent weeks, with both Twitter’s Project Lightning and Snapchat’s 3v Advertising due to usher in auto-playing, full-screen videos. You might expect that vertically-oriented video would present a challenge to advertisers, who, traditionally, have redeployed ad creative first designed for TV’s landscape screen. But GroupM chief digital officer […]

 
 

Ad-Blocking Fears Are Overblown: Pivotal’s Wieser

CANNES — Over the last couple of years, ad buyers have fought hard against the perceived threat from fraudsters cheating them out of ad impressions. Now some feel Apple is about to exactly the same. Under iOS 9, the Safari web browser will support extensions that enable “a fast and efficient way to block cookies, images, resources, […]

 
 

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 […]

 
 

Mobile Video Advertising is Priced at 50% Discount, MMA’s Stuart

Mobile video advertising is pricing at half of what it should be says Greg Stuart, CEO of the Mobile Marketing Association, in this interview with Beet.TV.  He cites data from a just completed two year, $2 million research study undertaken by the MMA with several big brands.   Unlike other forms of digital video, supply outpaces […]

 
 

WPP Acquires Mobile Ad Firm Medialets

WPP has acquired mobile ad measurement firm Medialets.   Here is the report in today’s Wall Street Journal.  Last year at Cannes Lions, we interviewed Medialets COO Richy Glassberg for an overview on the company and sector.   We have republished that interview today.

 
 

Kargo ‘Takes Over’ Mobile Editorial With Brand Ads

AUSTIN — Mobile banner ad sales are booming. But they are not necessarily the ad format that is going to inspire and engage consumers most on the small screen. Ad tech supplier Kargo is betting on giving advertisers and publishers something different, eschewing performance-driven banner sales for high-touch brand campaign placements. Founder and CEO Harry Kargman tells […]

 
 

iBeacons Can Enable Precise Mobile Marketing: MEC’s Pasqua

AUSTIN — If you think you haven’t seen much evidence of location beacons’ use in a marketing context, following initial hype, you soon will. That’s according to one agency mobile marketing leader. “Apple just rolled out the Beacon API last year,” MEC Global’s north America lead for mobile and emerging technologies, Rachel Pasqua, tells Beet.TV in this […]

 
 

Screen Size Not The Only Mobile Responsive Variable: Adaptive’s Lynch

Developers have spent the last couple of years tweaking websites for smaller screens using “responsive” design techniques. But screen size is not the only way to adapt experiences for mobile screens. “When we talk about creating a responsive experience … to deliver mobile use the same experience they would have on the desktop … how […]

 
 

Gaming Is The New Cinema: AdColony’s Barash

We’ve known for some time that the video games industry is bigger than Hollywood. But the growth of mobile gaming is underlining that position. “The phone is your primary device,” says business development mobile ad tech provider AdColony‘s VP Matt Barash. “Maybe gaming is the new cinema. It’s where people spend a lot of time. “Recently, we had the Super Bowl […]

 
 

eXelate Launching TV-Mobile Ad Solution: CEO Zagorski

It’s been going for seven years with its customer data services. Now eXelate is also one of the companies helping advertisers knit together messaging in the multi-screen era, with some pretty cool-sounding technology. “We’ve partnered with Innovid and connected mobile app data with smart TV boxes to be able to dynamically change advertising based on […]

 
 

Apps Are Hot, “Web Is AM Radio”: Jun CEO Reichgut

FORT LAUDERDALE — How times change. Once, the web was the be-all and end-all of digital media. Wired magazine’s playful cover story may not quite have come to pass, but the web certainly isn’t where digital starts and ends nowadays. “Eighty-seven percent of mobile traffic happens in an app,” says ad tech company Jun Group‘s […]

 
 

BrightRoll’s Mosher: Yahoo To Change the Mobile Ad Game

FORT LAUDERDALE — Mobile is one of the key areas of focus for video ad tech firm BrightRoll in 2015, and the company reckons its recent acquisition by Yahoo, for $640mn, will help it execute. “It’s been underpenetrated and underserved by the video market over the last couple of years,” Brightroll marketplace SVP and GM Dan […]

 
 

Mobile Growth Is ‘Insane’, Video Is Key To Ads: Flurry CEO

LAS VEGAS — After six years of chronicling the mobile consumption marketplace with its annual insights reports, mobile analytics firm Flurry, recently purchased by Yahoo, says the medium has reached new heights. “We’ve seen usage of mobile grow 76% year over year,” CEO Simon Khalaf tells Beet.TV in this video interview. “That’s insane growth – […]

 
 

How Ad Execs Think Differently About Mobile

CHICAGO — Mobile attracts different consumers in a different mindset than traditional digital media. So how can agencies get out of the “shovelware” mindset and give mobile users something more likely to yield results? A Beet.TV panel discussion heard executives’ answers: Maxus strategic planning director Jill Langan: “There are opportunities to use mobile as a […]

 
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