Asia-Pacific’s Diverse Range for Programmatic: Xaxis’ De Rijk

COLOGNE — Advertisers expect an extension of quotas governing television content to soon encompass online video, dampening digital advertising prospects. “There will be a big change in the video landscape in China in the coming months,” Xaxis Asia-Pacific MD Michel de Rijk told Beet.TV in this video interview at DMEXCO. “The Chinese government steps in pretty […]

 

Total Transparency Can Hinder Ads: Xaxis’ Moore

COLOGNE — Ad buyers are increasingly calling for outright and advance understanding over where they place ads. But, in the data frenzy, you can know too much, suggests WPP’s Xaxis chairman David Moore. “There’s a lot of misconception about transparency,” he tells Videology CEO Scott Ferber in this video interview at DMEXCO for Beet.TV. “A lot […]

 

WPP’s David Moore: We Will Transition Xaxis into a “Media Company”

COLOGNE, Germany — Xaxis, the programmatic advertising unit of WPP, is the world’s largest programmatic platform, and it will transition to become a “media company,” says David Moore, who is both Chairman of Xaxis and President of WPP Digital, in this interview with Beet.TV We interviewed him at DMEXCO earlier this week about the success […]

 

Ad-Tech And Creative Learn To Speak Same Language: Xaxis’ Schlickum

COLOGNE, Germany — In an advertising world that is increasingly enamored with mathematically-advanced methods of targeting messages, it may be easy to overlook the industry’s underlying creative necessity. But the two are not mutually exclusive, says a chief from WPP’s data targeting division. “I’m definitely starting to see the creative agencies within WPP engage more […]

 

Ad Groups Look To Reimagine TV On Mobile Screens

Media agencies know that TV viewing is diminishing – but at least growing consumption of video on alternative screens gives them a shot at dreaming up a new kind of moving-pictures advertising stronghold in mobile media. “People are not sitting in front of the television like they used to,” Mediacom managing partner and group digital director […]

 

Holiday Video Shortage Will Spur Out-Stream Video Ads: Xaxis’ Warner

A new kind of video advertising format could pick up this coming holiday season, as ad buyers look beyond usual pre-roll inventory in a market that still suffers from supply problems. So-called “out-stream” video ads, as introduced by Ebuzzing and Teads, don’t play in video windows before video content; they play between text paragraphs, meaning […]

 

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 […]

 

“Rising Star” Formats Can Be Programmatic: Xaxis’ Warner

Automated trading of standard online display ad units is becoming commonplace. But fancier, more engaging new ad formats can also now benefit from this technology. “IAB rising star units are often though of as upper-funnel, very branding, engaging tactics that aren’t associated with programatic,” says Sarah Warner, trading manager of GroupM’s programmatic unit, Xaxis. “But we can […]

 

Ditching Open Exchanges Is Right For Advertisers: Xaxis’ Lesser

CANNES, France — WPP’s GroupM recently declared it would no longer buy advertising spaces from open trading exchanges from next year. The global boss of GroupM’s data-driven unit backs that strategy. “It’s our ambition to not buy any media in an open marketplace,” says Xaxis global CEO Brian Lesser. “Our clients expects us to give them […]

 

Xaxis Combats TV Distraction With Synchronized Mobile Ads

Now that TV viewers are using mobile devices to distract themselves from TV ads, GroupM’s data-driven Xaxis unit is trying to bring those ads to the palms of their hands. The unit recently launched Xaxis Sync, its technology for buying ads on social networks at the same time they run on TV, in further global markets, following inception […]

 

Group M’s Xaxis Goes Large With TV-Synced Two-Screen Ads

LONDON — More advertisers may soon buy synchronized video ads on multiple digital screens to continue reaching TV viewers distracted by secondary devices. Group M’s data and audience unit Xaxis has already operated the scheme, dubbed Xaxis Sync, in the Netherlands, buying social mobile ads corresponding to TV spots identified by data partner Civolution. Now […]

 

Branded Video Will Spur Programmatic Ads: Xaxis’ Dolan

SAN FRANCISCO — These are heady days when an advertiser starts making TV shows to sell ads – but they are headier still when they plan to sell those ads programmatically. In February, Group M announced it will co-produce a sport documentary series, My Side Of The Sky, with Hulu. “There’s not enough good content […]

 

Xaxis’ Schlickum: Native & Programmatic Can Co-Exist

LONDON — Media people are talking a lot about “barbells” – Tim Armstrong’s metaphor for an advertising world that is coalescing around the seemingly polar forms of sponsored content on the one hand and data-driven display sales on the other. But one ad exec reckons those opposite ends aren’t as distinct as the metaphor suggests. […]

 

Xaxis Exec: Online Video Will Benefit from More Data and More Premium Content

SAN FRANCISCO — Despite the love-hate relationship some marketers have with GRPs, look for that standard measurement to play a part in digital and programmatic buying. Metrics like GRPs as well as ad buying strategies like automation can help bring more brands to digital that are more familiar with TV, says Paul Dolan, SVP Global Business […]

 

The Search For Standards For Addressable Ads

All manner of companies is shooting to make digital advertising that’s “addressable” – targetable to individual users across devices. But when will, if ever, will there be a single standard for that lens? “That’s still an open discussion,” says global product manager Stefan Maris of TV-syncing ad technology service Civolution. “One of the discussions we are […]

 

Xaxis’ Gleason on the Appeal of GRP’s for Digital Buys

Despite the growing range of measurement options, many brands still favor GRP as a form of measurement even in the digital world, says Brian Gleason, Managing Director of Xaxis, WPP’s targeted advertising division, in this interview with Ashley J. Swartz at the recent Beet.TV executive retreat in Vieques, Puerto Rico. “We’ve been measuring GRPs for a long time and clients are comfortable […]

 

Creative Optimization on Horizon, WPP’s Digital Chief David Moore

PALM SPRINGS, CA — Big data has helped marketers optimize audiences for their ad campaigns but the next important trend will be in optimizing creative, says David Moore, Chairman of Xaxis and President of WPP Digital, in this interview with Beet.TV at the IAB Annual Leadership Meeting. Real-time buying makes it possible to quickly learn if an […]

 

Xaxis’ Brian Gleason: Creative Is A ‘Big Hole’ For Digital Video Ads

Ad campaign creativity has been lost in the multi-platform digital age as advertisers have rushed to cram their broadcast ads in to a range of very different screens, according to a panel of frustrated ad and measurement executives. “Creative, that’s our biggest hole,” Xaxis’ north America MD Brian Gleeson tells Beet.TV. “We’ve spent so much money […]

 

TV-Synced Ads Boost Brand Engagement, Civolution Says

Everyone has been talking about “second-screen” experiences. But what do those experiences really bring to advertisers’ party? Greater consumer engagement, says a tech vendor. In the Netherlands, Civolution, whose technology knows which ads are playing on which TV channels and when, has been delivering that real-time data to Group M’s data-driven ad unit Xaxis. “As […]

 

Xaxis’ Hanlon: Verification Is Key Driver Of Video CPMs

The apparent shortage of premium video inventory against which brands can advertise is being driven in part by insufficient verification for who is really watching what, says one ad exec at the sharp end. Group M data unit Xaxis‘ audience strategy manager Evan Hanlon blames “shortage” partly on the “lack of our ability to verify […]

 
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