Publicis Marks One Year With Adobe Always-On Partnership

COLOGNE — Some folks in communications are starting to get excited about greater prospects for connecting up advertising and marketing. VivaKi, the advertising group Publicis’ digital unit, is now celebrating the “first birthday” of a partnership with Adobe to do just that. The so-called “Always-On Platform” gives all Publicis agencies access to Adobe’s Marketing Cloud suite, […]

 

MediaVest’s AOD Reorg ‘Benefits’ Our Campaign: Heineken’s Amram

CANNES — We have heard a lot this year about how SMG’s VivaKi has moved much of the functionality of its distinct Audience On Demand programmatic division out in to sibling agencies. That has been the internal reorganization story. But what do clients think? “MediaVest has completely rethought staffing on our business. For the most part, it’s been […]

 

Pitchapalooza: Media Change is Driving Agency Reviews

CANNES — What is the sound of $25 billion changing hands? It’s enough to prompt a sharp in-take of breath from ad agency execs. That is the amount at stake after many of the world’s biggest brands recently began reviewing their long-held agency relations. Why are the brands putting agencies on notice? Because times are a-changin’, say industry […]

 

VivaKi’s Bertozzi Sees Advertisers’ Programmatic Confusion Dissipating

CANNES — The rise of automated, super-targeted advertising known as “programmatic” has been complex and fast. Sometimes, ad tech players have not helped themselves by obfuscating their offering in obtuse language. But one of the key execs in the space says he observers advertisers increasingly wrapping their head around the prospect and its potential. “We’ve […]

 

Vivaki, Cadreon: How Ad Agencies Are Rebooting Their Programmatic Ops

CANNES — For businesses that have often preached the dangers of operating in “silos”, it’s ironic how siloed ad agencies’ programmatic ad tech operations have been within their own companies. But that is now changing, with a couple of big agency initiatives to reboot how their dedicated programmatic divisions operate in their wider groups. Publicis’ VivaKi unit […]

 

Programmatic Will Transform Outdoor Advertising: VivaKi’s Hopwood

CANNES — Programmatic buying is still almost entirely associated with digital media, but the time might not be far off when creative is routinely served in real time on outdoor advertising displays. That’s what Danny Hopwood, VivaKi’s VP-solutions and platform operations for EMEA, envisions. He observes that traditional outdoor advertising companies like Clear Channel, Posterscope […]

 

ZenithOptimedia Seeks Cross-Media Data Insight

Publicis’ VivaKi unit recently reorganized to thread programmatic trading throughout its sibling departments in a bid to take data-based planning to new heights and new media, according to a stablemate exec. “We are thinking not just data-centric but data-centric as it involves your entire media investment,” ZenithOptimedia activation standards, insights and technology EVP Julian Zilberbrand tells Beet.TV in […]

 

Creatives Must Catch Up To Programmatic: VivaKi’s Bertozzi

LONDON — Digital ad systems referred to as “programmatic” have revolutionized the targeting and trading of online inventory. Next up, they are going to need to get creative. “Technology has really focused on the area of targeting and direct response and unfortunately has left the creative industry behind,” Marco Bertozzi, global clients president at Publicis’ VivaKi […]

 

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 […]

 

VivaKi’s Reorg Embeds Programmatic Through SMG: Delaney

Publicis’ VivaKi unit is rethinking the way it delivers programmatic services, moving from a centralized offering to threading the discipline throughout sibling agency departments. In this video interview, SMG programmatic SVP Mac Delaney tells Beet.TV the move mirrors the way digital has always been centralized first, distributed later. “My team is rolling into the individual […]

 

VivaKi Spreads Its Expertise Across SMG: Delaney

FORT LAUDERDALE — Recent reorganisations within Publicis’ Vivaki unit see digital expertise built up over the latter group’s existence moved from its Audience On Demand division to other agencies within the sister SMG group. The Drum reports on the changes here. “The largest group within AOD – the client services group … those individuals are […]

 

TV Operators Holding Back Addressable Dreams: SMG’s Scheppach

FORT LAUDERDALE — The industry talks a good game about using data from addressable TV sets to target TV ads at household level. But Tracey Scheppach has been knocking at that door for the last 13 years. Scheppach, EVP, who leads innovation at Starcom MediaVest Group and who leads VivaKi’s The Pool initiative, says TV operators […]

 

“I am after remaking the premium TV marketplace,” Starcom MediaVest’s Tracey Scheppach

FORT LAUDERDALE  — Two decades in to the era of the TV set-top box, ad agencies are still not finding it easy to get access to good audience targeting data from viewers’ homes, says a marketing veteran. “There’s a lack of data,” says Tracey Scheppach, EVP, who leads innovation at Starcom MediaVest Group and who leads […]

 

Changes at VivaKi Bring Closer Alignment with Publicis Media Agencies

LAS VEGAS –  Last year’s  reorganization of digital media agency VivaKi  has lead to a closer working relationship with the Publicis media agencies, says Mac Delaney, SVP, in this interview with Beet.TV He added that VivaKi is  implementing a number new programs and expansion plans,  notably the alliance with Adobe and the acquisition of RUN. […]

 

Adobe’s “Marketing Cloud” Explained

COLOGNE — Who’d be a marketer these days? With device fragmentation, channel proliferation and the up-ending of the traditional “funnel” comes a whole set of challenges, says Adobe strategy VP Suresh Vittal. At the DMEXCO conference, Vittal’s company announced a deal in which all of Publicis’ agencies will have access to a new suite, Always-On platform, that […]

 

Ad Buyers Don’t Have To Abandon Open Exchanges: VivaKi’s Bertozzi

WPP ad group GroupM made waves earlier this year when it announced it would no longer buy online ads from open exchange marketplaces, as first reported by Beet.TV. But rival Publicis’ VivaKi digital unit doesn’t think that’s necessarily the right strategy. “If you limit yourself by saying you’re doing one thing or to the other, […]

 

VivaKi’s Bertozzi Explains Ad Tech Alliance with Amazon

The recent deal signed by ad agency Publicis’ digital unit VivaKi to buy ads from Amazon’s new self-service display tool crystallizes the outfit’s ethos, says company exec Marco Bertozzi. “The Amazon announcement is the fruition of 18 months of working with them -it’s a case study for exactly what we’re trying to do with our […]

 

Premium Publishers Faster To Programmatic In EU: AOD’s Bertozzi

CANNES, France — It’s commonly thought that the European market is generally adopting so-called “programmatic” ad automation and trading techniques later than the US. But it looks like the quality publishers there are buying in with greater gusto. “Premium publishers in Europe, they seem to have got involved in this much earlier,” according to Marco […]

 

VivaKi’s Stump: ‘Fraud’ Fears Are Real But May Be Over-Stated

The realization, by advertisers, that many of the views they buy in video are faked by nefarious bots is serious – but not necessarily as serious as The Wall Street Journal recently suggested, according to one ad agency exec. “It was a little sensational,” VivaKi Audience On Demand video director Cheryl Stump says of the […]

 

Programmatic Can Boost Even Fixed-Price Ad Deals: VivaKi’s Smith

LONDON — When programmatic online ad trading techniques hit the big time, headlines focused on their use in auction environments. But conventional-style display advertising can be upgraded by programmatic, too, says one ad agency exec. “One of the really interesting spaces is the evolution of private marketplaces and this concept of ‘programmatic guaranteed’ … now […]

 
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