WPP’s Sorrell Sees ‘Groundswell’ Of Client Attitude for Programmatic TV

CANNES – Sir Martin Sorrell says marketers are changing their attitudes toward programmatic media buying at the same time as the growth of alternative content continues unabated. In this interview with Beet.TV, he also talks about WPP’s investments in content producers and how advertising “in one form or other” is seeping into Netflix. In the […]

 
 

[m]PLATFORM COO Nicolle Pangis Explains GroupM’s Entry To AI Via Co-Pilot

CANNES – Just as brands want to have a singular view of their users and prospects, forward-thinking media investment companies know they can no longer maintain channel-specific teams. It takes big investments in technology—some of it artificial intelligence-enhanced—to accomplish both. In the past 12 months alone, GroupM launched its global [m]PLATFORM and then bolstered its […]

 
 

‘Creative DMPs’ Will Help Threatened Agencies Adapt To Dynamic Creative: Xaxis’ Moore

Creative agencies are threatened by the emergence of new technology that necessitates a re-think in the means of producing video ads, and a new kind of software will need to arrive to help them through it. That’s the view according to veteran ad man David J. Moore, the chairman of WPP’s Xaxis programmatic outfit. Speaking at […]

 
 

WPP’s Moore On The Roles Of Creative, Media Shops In Dynamic Optimization

It’s no secret that creative has lagged behind marketers’ ability to optimize media campaigns. Turns out that some of the delay derives from creative agency business models. To David Moore, President of WPP Digital & Chairman of its Xaxis unit, it comes down to being able to pull as many levers as possible for clients. […]

 
 

Beet.TV Summit March 9: Xaxis, BBDO, Eyeview, MediaMath And Others To Examine Performance Video

HOLLYWOOD, Florida – The year 2017 will see WPP’s Xaxis increasingly focus on performance outcomes for its clients’ video ad campaigns. “Every campaign that we will run will have a KPI that is considered very important to the advertiser that we will achieve,” says David J. Moore, who is President of WPP Digital and Chairman […]

 
 

Xaxis’ De Rijk Sees Advanced TV Advertising In Infancy In Asia

CANNES — TV ads bought using programmatic technology will grow to represent just 1% of the overall US TV ad spend in 2016, according to a recent eMarketer forecast. But, if you thought that was small, just look at the Asia-Pacific region, where things are still in their “infancy”, according to the Group M programmatic exec […]

 
 

Xaxis Spending $54m On Ad Technology This Year

CANNES — WPP-owned data-driven audience-buying platform Xaxis is growing fast. Launched five years ago, the outfit is now going in to overdrive. The company has grown from fewer than 100 to more than 1,500 employees, to more than 3,000 brand customers and more than $1bn in revenue, 15% of which comes from outside WPP and its Group […]

 
 

Marketers’ Key Challenge: Measuring Impact, Says Xaxis’ Patil

SEVILLE — Data, data everywhere. But now the top priority is making sense of it all. That continues to be one of the biggest challenges for modern marketers, says an agency’s programmatic exec. Group M’s Xaxis data intelligence VP Kedar Patil tells Beet.TV, in this video interview, the top imperative is “how to capture them and tie […]

 
 

Note to Publishers: Stop Consumers with Ad Blocking Software, advises WPP’s David Moore

SEVILLE — With consumer web ad blocking seemingly on the rise, data on the practice ranges from the dystopian to the hysterical. New eMarketer data this week puts a more modest assessment on current levels, pegging UK ad blocking at 14% of internet users in 2015. But its forecast rises to 27% in 2017, commenting: “Once seen […]

 
 

Ad Land In Catch-Up On Creativity, Measurement: Xaxis’ Martin

SEVILLE — The ad-tech world has got pretty good at finding the right audiences and executing the right media buys at the right time. But what’s left on the table? Mobile, measurement and that little matter of creativity, says one exec working at the numbers end of an ad data company. “There’s a surge in people […]

 
 

Native Ads Will Replace Display Ads: Xaxis’ Allen

Native advertising, ads that are presented in the form of editorial content, will ultimately replace classical display ads in digital, says an exec from WPP’s data-driven Xaxis unit. “The new inventory source is native,” Xaxis business development SVP Larry Allen tells Beet.TV in this video interview. “We see that effectively replacing display in the coming years.” Native […]

 
 

Big Growth for Xaxis Outside of WPP, CEO Gleason

It’s s been a year of big growth in mobile revenue at Xaxis,  up 300 percent year-over-year.  The mobile growth  has been accelerated by the acquisition of ActionX earlier this year, says Xaxis Global CEO Brian Gleason in this interview with Beet.TV Also a big area of growth has been “direct” media sales, meaning transactions that […]

 
 

Xaxis CEO Brian Gleason: Programmatic Outlook for 2016: Addressable TV Will be Big

The year ahead in the programmatic video sector will see a big expansion into addressable advertising; the implementation of programmatic offerings will be more consumer-oriented – and the proliferation of big tech stacks will mean greater interoperability between them, predicts  Brian Gleason, the newly named global CEO of WPP’s Xaxis data and programmatic unit. We spoke with […]

 
 

CPG Brands Warming To Programmatic Ads: Xaxis’ Odhams

LONDON — One theory holds that super-targeted and automated online ads can most benefit companies that sell products, because campaign outcomes can be tracked all the way through to purchase. But that doesn’t have to mean mere product manufacturers – which, traditionally, rely on someone else to sell their stuff – have to be left out, says Candice Odhams, EMEA […]

 
 

Publishers Shifting To Improve Experience: Xaxis’ Schlickum

Over the last couple of years, the ad industry has put itself through the wringer, when it comes to the combined threats of fraud, viewability and, now, ad blocking. One of those, viewability, is improving somewhat, as publishers pare back and focus on quality, says a top programmatic ad exec. “Publishers are being more responsible […]

 
 

Why Out-Of-Context Ads Can Work Best: Xaxis’ Schlickum

Despite the emergence of ads networks and individual targeting that allows advertisers to reach consumers on whatever site they may be, many ad tech execs say context – the art of simply placing an ad in a related publication or TV show – will continue to prove valuable. But can context actually work against effective ad targeting? […]

 
 

Context And Audience Go Hand-In-Hand: Xaxis’ Beaumier

The coming age in which TV adverts can be distributed to different individual viewers based on specific targeting criteria could, in theory, mean an end to the practice of buying ads against particular shows known to pull broad audience demographics. But one ad tech exec doesn’t expect a wholesale shift. “I think there’s a place for both and […]

 
 

Clients Pushing Agencies To Make Programmatic TV Reality: Xaxis’ Beaumier

FORT LAUDERDALE — We’re not there quite yet – but we could be soon, if clients get their way. That’s the view of one industry exec casting her eye over the prospects for how so-called “programmatic” advertising technologies might revolutionize TV ad buying. “In the beginning of 2015, there were some big announcements that … made a […]

 
 

Programmatic TV A Tough Nut To Crack: Xaxis’ Schlickum

COLOGNE — So far, “programmatic” technology for planning, targeting and trading adverts have revolutionised online display advertising, and has extended far in to digital video. The opportunity in the multi-billion-dollar TV market is even larger – but don’t expect that to happen easily any time soon, according even to an exec from a programmatic ad tech […]

 
 

Why Performance-Based Advertising Matters: Xaxis Launches “Light Reaction”

COLOGNE — Earlier this year Xaxis, the data-driven media unit of WPP, launched a new company called Light Reaction.   Yesterday, we sat down with its head Paul Dolan for a chat about performance-based advertising and the growing relevancy among brands for its model. This interview is part of a series of videos leading up […]

 
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