LiveRamp Sees ‘Tremendous Movement’ Of Marketer Clients To Addressable TV

In the quest for addressable television with greater scale, brand uptake is accelerating concurrent with the efforts of companies like LiveRamp to educate the marketplace. Automation through software is lagging this uptake, according to Allison Metcalfe, GM of LiveRamp TV. “People are still pretty confused about what’s possible and how it works,” Metcalfe explains in […]

 
 

Laura Desmond: Consumers Are Building Brands Now

Former Starcom CEO Laura Desmond perceives a “full-scale crisis of confidence in marketing” not due to a lack of advertising accountability but to the complicated nature of brand building. “We see it play out with the holding companies and how they’re doing and how they’re under pressure, and that impacts every other part of the […]

 
 

Starcom’s Lutz Enthused By NewFronts Content, Meredith/Time Inc. Pairing

Starcom’s Kristina Lutz is leaving the Digital Content NewFronts 2018 impressed by the quality of content in the marketplace and excited by the potential of the merged Meredith Corporation and Time Inc. “I’ve been really impressed with the content that I’ve seen. I think over the last number of years we’ve seen the quality of […]

 
 

Laura Desmond: Agencies Undisputed Leaders Of Data ‘Alchemy’

SAN FRANCISCO – It can be pretty scary when a Chief Growth Officer forecasts a big decline in advertising spending in the next five years, as Publicis Groupe’s Rishad Tobaccowala did recently. To his former comrade Laura Desmond, it’s a call to action that agencies are in a unique position to fulfill. That’s because agencies […]

 
 

IAB’s Rothenberg Says Digital Video Via OTT, Mobile Now A ‘Mainstream Consumer Medium’

One big takeaway from the 2017 Digital Content NewFronts on which both buyers and sellers can agree is that “What we’ve been calling digital video has now become a completely mainstream consumer medium,” notes Randy Rothenberg. “The industry is at a complete inflection point. We know that this is big not in the future but […]

 
 

Starcom’s Richman Looks to New Opportunities at CES, More Addressable TV

The upcoming CES show is both a vehicle for motivation and inspiration. So says Amanda Richman, President of Investment and Activation of Starcom USA, in this pre-show interview with Beet.TV. “It is an opportunity to see what are the next products that consumers will love that we can align with, and what the behaviors will be and […]

 
 

Bank of America’s Paskalis Bullish on VOD, Dynamic Ad Insertion

FORT LAUDERDALE — Bank of America is working with Starcom and NBC on dynamic ad insertion in live streaming sports programming as part of its ongoing efforts to dig deeper into customized advertising strategies, says Lou Paskalis, Senior VP Enterprise Media at Bank of America in this interview with Beet.TV. “That allows us to get to the best […]

 
 

AdTech Must Understand, Not Just Target Consumers, Starcom’s Amanda Richman

As targeting around the delivery of video advertising becomes increasingly sophisticated, another essential role of technology is to understand the interests of the consumer, says Amanda Richman, President of Activation and Investment for Starcom, in this interview with Beet.TV  Serving the right message is essential, particularly in light of consumer push back. Richman was on […]

 
 

Brands Struggle to Develop Compelling Video Content: SMG’s Furman

CHICAGO — As subscription-based streaming platforms like Netflix and HBO Go gain a larger and larger share of people’s TV-viewing time, brands are losing valuable opportunities to get in front of consumers. But developing their own content — which is sometimes viewed as a way around the problem — and making it good enough to […]

 
 

Data Unlocks Creativity: SMG’s Glucklish

LONDON — Thanks to the rise of advertising technology, the “Mad Men” of ad agencies have been joined by the so-called “Maths Men” of tech vendors. But these two camps need not be perceived as coming from different disciplines, says one agency boss. Pippa Glucklish, UK co-CEO of SMG, tells Beet.TV the “tension between data […]

 
 

VivaKi Lives On After Reorg: SMG’s Delaney

Ad group Publicis’ VivaKi digital division may be moving its programmatic experts out around the group, but that doesn’t mean VivaKi is dead. “VivaKi still lives on,” says SMG programmatic SVP Mac Delaney in this video interview. “It operates the SkyScraper platform, the database for all of the group’s campaign reporting. You still have VivaKi employees dedicated to the AOD operating […]

 
 

Online Video Exploding Globally and Starcom’s Amanda Richman Explains Why

AUSTIN – Online video is showing dramatic growth.  It is by far the fastest growing ad medium. In a closely watched quarterly report titled  Advertising Expenditure Forecasts, the big media agency ZenithOptimedia has just reported that online video grew last year at a blistering rate of 34% to $10.9 billion globally – and it is on track to double by the […]

 
 

Starcom’s CEO Donohue & “New Establishment” Brand Airbnb

AUSTIN — One of the benefits of working with “new establishment brands” is they come to media planning without any baggage attached to them that iconic marketers often have to deal with, says Lisa Donohue, CEO at Starcom USA, in this interview with Beet.TV. As an example, she points to rental and hospitaly site, Airbnb, a new […]

 
 

Themed Content Drives Higher Engagement in Brand Messages, SMG’s Lichtenberg

Brands will be most successful in creating video content if they understand which platforms their consumers like these days, says Lindsay Lichtenberg, VP and Director of Publishing Platform and Partnerships at Starcom MediaVest, in an interview with Elaine Boxer, Director of Industry Initiatives at the IAB. “It all comes down to the content strategy. How do my […]

 
 

Starcom’s Richman: Cross-Channel Attribution is Critical

Data is the foundational playbook for marketing today, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. Data provides the power to make marketing more effective and to help brands connect more deeply with audiences, she says. That’s why it’s so important for brands and agencies to work with the right technology partners […]

 
 

Starcom’s Amanda Richman Sees Programmatic Expanding To More Channels

One of the biggest opportunities with programmatic lies in using it as a starting point to bring targeting and data efficiency to all channels, including TV, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. “Some see programmatic as real-time bidding and some see it as the opportunity around automation and the path […]

 
 

‘Digital Media’ Are Behind Us: Starcom MediaVest’s Sheehy

COLOGNE — As media platforms and the processes behind them converge, old definitions of each appear to fall away and become meaningless. That, at least, goes for advertising groups that are getting excited about defining the internet in TV’s likeness. “I think ‘digital media’ maybe a little narrow,” Starcom MediaVest global operations president John Sheehy tells Beet.TV […]

 
 

Programmatic Buying Emerging in UK Through VOD, Targeting

LONDON — Buoyed by the digital growth in programmatic buying, TV networks in the United Kingdom are developing a bigger appetite for data-driven media, says Liam Brennan, Digital Strategy Director of Starcom MediaVest Group, in an interview with Beet.TV. As an example, Sky TV is overlaying targeted ads into shows based on the the demographics of […]

 
 

Digital Video Nearing Scale, SMG’s Stark

LONDON — Digital video is quickly on pace to reach scale, says Liz Stark, Digital Activation Direction at Starcom MediaVest Group in an interview with Beet.TV. “Digital publishers are bringing new opportunities to the table especially with the 2014 New Fronts, and we will have the opportunity to have the complementary balance of quality and scale. We […]

 
 

Personal & Relevant Data Drives Real-Time Success, SMG’s Petruccelli

LONDON — Data is essential to successful real-time marketing, but the data needs to be useful, says Sabino Petruccelli, Head of Performance Marketing at Starcom MediaVest Group, in an interview with Beet.TV. “I don’t think we should get too hung up on big data as we should on good data. Good data means you have […]

 
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