Online Video Data Transparency Can Drive Brand Innovation, VideoHub’s McEttrick

Online video is more measured than most other mediums, but it’s not necessarily more transparent, says Kelly McEttrick, Director of Platform Strategy for at VideoHub, during an interview with Beet.TV. We caught up with her at the OMMA Video conference this week in New York for a discussion on transparency in video media buying.

“Data transparency is needed for the right type of inovations,” she says, adding that bringing more online video players on board with transparency can drive more investment from brands.

She explains that transparency is more than a site list and it includes factors such as the time of day people are watching, when ads complete, when during the day brand lift is highest, and the size of the video player. Those data points can help brands fine-tune their online video buys even more, she says in this video interview.

Daisy Whitney

By Daisy Whitney on May 20, 2012 @daisywhitney

Recent Videos

‘Agentic Flows’ Supercharge AI’s Capabilities for Marketers: Kinesso’s Graham Wilkinson

SANTA MONICA, Calif. – The popularity of OpenAI’s ChatGPT app helped to demonstrate to millions of people the power of artificial intelligence, and specifically generative AI that’s capable of creating content based on instructions written in everyday language. But AI applications in the advertising business have been around for years, and the technology will continue […]

Addressable TV Unlocks Precision Audience Targeting Across Screens: Effectv’s Pooja Midha

SANTA MONICA, Calif. – Comcast Cable’s advertising sales division expects addressable TV to shift from a test budget to a “must-have” in the coming year, with continued growth in the upfronts. Amid a fragmented media landscape, advertisers are increasingly turning to addressable TV to precisely reach their target audiences across traditional TV, streaming and other […]

Addressable Advertising Adoption Accelerates in Upfront Buys: Comcast’s Allen

The adoption of addressable advertising is accelerating, with 65% of advertisers including it in their upfront negotiations this year, according to Larry Allen, VP & GM of Addressable Enablement at Comcast Advertising. Of those who have not yet used addressable advertising, two-thirds intend to do so in next year’s upfront. Allen attributes this growth to […]

Driving Performance on Connected TV: Google’s Matt McDonald

SANTA MONICA, Calif. — As advertisers seek to drive results across various platforms, connected TV is emerging as a key opportunity for performance media. While traditional TV advertising has focused on reach and frequency metrics, Matt McDonald, Global Head of Connected TV & Streaming at Google said advertisers are increasingly looking for ways to understand […]

IAS Expands Microsoft Advertising Tie-Up, Sees AI ‘Supercharging’ Marketing

Advances in artificial intelligence, particularly generative AI, are enabling marketers to deliver personalized omnichannel experiences to consumers in near real-time, across every stage of the purchase journey. But, in leveraging AI to boost conversions and customer satisfaction through techniques like targeting, personalization, data analysis and content generation, advertisers must focus on increasing quality and effectiveness. […]

Creativity Flows out of TikTok’s Symphony

SANTA MONICA, Calif. – TikTok is investing heavily in creative solutions to help brands create effective content on the platform. With creativity being the key to breaking through and driving campaign success, TikTok offers a suite of tools to connect brands with creators and generate content quickly using generative AI. The TikTok Symphony Creative Studio, […]

First-Party CTV Data Help to Enrich Audience Measurement: Nielsen’s Alison Gensheimer

ORLANDO – The rapid shift in people’s television viewing habits during the pandemic, when many people were stuck at home and signed up for streaming services, pushed audience measurement companies to adapt their tabulations. Nielsen, whose television ratings have helped to determine how massive sums of advertiser money is spent, developed its Nielsen One platform […]

Mediaocean’s $500 Million Deal for Innovid Sets Stage for More CTV Ad Growth: Innovid’s Zvika Netter

Advertising software and services company Mediaocean this month announced a plan to buy advertising tech company Innovid for $500 million. The deal, which is expected to close early next year, expands Mediaocean’s ability to offer brands control over their data and where their ad spending goes. For Zvika Netter, co-founder and chief executive of Innovid, […]

T-Mobile Leverages First-Party Data for Personalized Ad Experiences: Di Muccio

When you’re a company that owns customers’ means of accessing communications and content services, first-party data comes by default. By aggregating data based on app ownership, frequency of use, and time spent, T-Mobile Advertising Solutions gains valuable insights into consumer behaviors and interests. “Having first party data makes it easier to understand your customer and […]

Why Ad Servers Matter: Mediaocean’s Bill Wise on the $500 Million Innovid Acquisition

Ad serving is the essential”railroad track” that connects the digital ecosystem, explains Bill Wise, CEO and C0-Founder of Mediaocean in this Beet.TV video interview on reasons behind the acquisition of Innovid. The new company will combine Mediaocean’s Flashtalking and Innovid’s ad servers. They will become an independent ad-tech company at scale, that is “not conflicted.” […]

Live Sports Offer Key Cultural Moments for Brands: OMD’s Kelly Metz

SANTA MONICA, Calif. – This year’s Olympic Games in Paris underscored the power of live sports to deliver meaningful cultural moments to a broad audience, and to provide opportunities for participating sponsors to achieve their branding goals. “You get tremendous brand lift, recognition, awareness and the appropriate adjacency that really can drive all key indicators […]

Streaming Advertising Has a ‘Consistency Challenge’ for Audience Targeting: OpenAP’s Levy

SANTA MONICA, Calif. – Streaming advertising is growing, but advertisers face challenges in consistently reaching the right audiences across different media partners and platforms. This is due to discrepancies in how various “householding” solutions match consumer identifiers to target households, according to David Levy, CEO of advanced advertising company OpenAP, in this video interview with […]

Collaboration Key to Advancing TV Measurement in Europe and U.S.: CIMM’s Watts

The Coalition for Innovative Media Measurement (CIMM) is bringing its collaborative approach to advancing TV and video measurement to Europe with its first major event in the UK market. CIMM London on December 9 will gather around 200 executives from across the U.S., UK, and European buy-side and sell-side ecosystems to discuss key issues facing […]

Personalization, AI Excite Quigley-Simpson CEO Fremont – If Used Wisely

SANTA MONICA, CA – The advertising industry is abuzz with talk of using artificial intelligence and mountains of consumer data to power a new wave of personalized marketing. But industry executives must proceed wisely to avoid pitfalls. That is the view of Carl Fremont, CEO of ad agency Quigley-Simpson, who is excited about the potential […]

Digital Advertising Business Poised for Growth in 2025: LUMA’s Terry Kawaja

SANTA MONICA, Calif. – The digital advertising industry is poised for a strong 2025 as multiple economic indicators point toward growth, said Terry Kawaja, founder and chief executive of investment bank LUMA Partners. “2025 is going to be an excellent year for digital advertising,” he said in this interview with Beet.TV contributor Rob Williams at […]

Consumers in Early Stages of Generative AI Adoption: Publicis, Microsoft Research

Generative AI may be the talk of the tech world, but consumer adoption is still in its early stages. According to a new study from Publicis Media and Microsoft Advertising, just 13% of consumers who have used generative AI are using it extensively. “But that other 87% was split pretty evenly between people who’ve just […]

NFL Streaming Surge Opens Up New Ad Opportunities: Innovid’s Mouradian

ORLANDO, Fl – The availability of NFL games on streaming platforms has surged by 50% annually for the past three years – and this coming season, over half of all NFL games will be available to stream. But while this brings together the best of TV and digital, it also presents a new challenge for […]

GM’s Reed Sees CTV Enable Fine-Grained Targeting of Auto Ads

ORLANDO, Fl – Auto makers have long used TV as a key advertising channel. So, in the new era of internet-connected TV changing, are car manufacturers changing gear? In this video interview with Beet.TV at the ANA’s Masters of Marketing conference, Shenan Reed, Global Chief Media Officer of automotive brand General Motors, explained the benefits […]

Ad Personalization Remains Key Goal Amid Privacy Worries: Microsoft Advertising’s Paul Farrow

Consumers say they like seeing ads that are tailored to their needs, but they also don’t like the idea that they’re being spied upon as they spend time with media. Technology giants have worked to solve this issue, including Microsoft Advertising with its Ad Selection API that seeks to help advertising work better both for […]

CTV’s Conquest of Live Programming Will Be Major Topic at Beet Retreat Santa Monica 2024

Connected television has exploded in popularity in the past decade as consumers seek greater flexibility in their viewing choices. Advertisers are following these audiences, but additional investment is needed for CTV to fulfill its potential as an interactive marketing channel, as attendees of the upcoming Beet Retreat Santa Monica will examine in greater detail. “We’re […]

AI Helps Brands to Measure Inclusivity of Advertising: Alltold’s Morgan Gregory

ORLANDO – A variety of studies have shown that consumers tend to feel more favorable about brands whose advertising shows accurate depictions of people irrespective of identity group. New technology can help brands to determine whether their ads are aligned with their diversity and inclusion principles. “The representations of people that we see in the […]

Online Video Data Transparency Can Drive Brand Innovation, VideoHub’s McEttrick

Share: Online Video Data Transparency Can Drive Brand Innovation, VideoHub’s McEttrick

Direct Link:

Embed Code:

Recent Videos