“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 do it. Xaxis was traditionally thought of as DR engine. But with video and rising star and our creative shop, we’re really trying to set ourselves apart as an entire solution.”

Unlike conventional static display, IAB rising star formats include filmstrips, expanding toolbars, sidebars and more.

Warner was one of the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.

By Robert Andrews on August 10, 2014August 11, 2014 @robertandrews

Recent Videos

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 […]

Retail Media Boom Drives Push for Improved Standards, Accountability: OMD’s Ben Hovaness

Retailers that sell advertising make up a booming area of the global media market as brands seek to reach consumers as they shop or to target them based on their purchase behaviors. While retailers are relative newcomers to ad sales, they are becoming more sophisticated in meeting the demands of brand marketers. “Media sellers have […]

CTV Transforms Early Touchpoints With Car Buyers: Ford’s Marla Skiko

ORLANDO – Automotive brands for decades have been mainstay advertisers on traditional linear television, including over-the-air broadcasts and cable channels. As many cord-cutters and cord-never consumers reach the prime car-buying age, carmakers are embracing newer media channels such as connected television to improve their reach. “We want to be wherever consumers are spending time. As […]

Power of Audience Identifiers, First-Party Data Will Show at Beet Retreat Santa Monica 2024

Since the birth of advertising, marketers have pondered whether they spent their media dollars most effectively. The upcoming Beet Retreat Santa Monica will feature key discussions on how measurements of ad effectiveness are being revolutionized by a variety of technologies. “There’s a lot of talk about AI and its impact on media and advertising,” David […]

AI Drives 4X Return on Ad Spend: DoubleVerify’s Smith

As artificial intelligence evolves, it is enabling new opportunities for personalization in advertising and e-commerce. From generating creative assets to optimizing campaigns and streamlining operations, AI is being applied in three key areas to enhance personalization and drive better outcomes. “When we’re using AI to optimize campaigns, we’re seeing about a four to one return […]

Creators in Focus at Upcoming Beet Retreat Santa Monica 2024

At some point in the last couple of years, the growing interest in “influencer” marketing gave way to a consideration of “creator” relationships. In this video interview with Beet.TV, Lauren Benedict, Chief Revenue Officer at Spotter, emphasized the distinction: “Creators are really the future storytellers that are attracting audiences and eyeballs that quite honestly, brands […]

Streaming Has Unleashed Powerful Audience Engagement for Brands: Dentsu’s Brad Stockton

Television viewers for years have enjoyed a growing selection of video channels, especially with the advent of streaming media to connected devices. Advertisers also have caught on to streaming, seeking to reach people who spend less or no time with traditional linear television. “Now, it’s about how do we navigate that as advertisers to maximize […]

Hershey’s Leans Into Live Sports for Uniting Audiences, Driving Reach

ORLANDO, Fl – Candy gets sticky, but, when it comes to audience engagement, could live sports be stickier? “Sports brings culture together,” according to Vinny Rinaldi, VP of media and marketing technology at The Hershey Company. In this video interview with Beet.TV at the ANA’s Masters of Marketing conference, Rinaldi said the confectionary company is […]

Transparency and Targeting Driving CTV Evolution: OpenX’s Sattel

One year after it launched its TV by OpenX product, which aimed to clean up the biddable CTV market by removing resellers and unintentional inventory from its offering, OpenX has given an update. “Since doing so, our publishers actually have increased their monetized impressions by 22%,” said Matt Sattel, Chief Revenue Officer, OpenX, in this […]

Privacy Promise Is Paramount for CMX in Retail Media Explosion

The retail media explosion will continue to be driven by the trend in first-party data as tracking cookies gradually fade away — but retail media networks will still need to carefully manage their customers’ data. CVS Media Exchange (CMX) is a retail media platform designed to allow brands and advertisers to place their products within […]

A+E’s Montenes: Following Consumers’ Content Journey is What Matters Most

ORLANDO, Fl – The broadcast company behind A&E, History and Lifetime believes that engaging modern audiences overwhelmed by choice is all about serving them wherever they are in their journey. A+E Networks has been an active player in connected TV (CTV) for several years. For advertisers, the company aims to match the audience at the […]

Retail Media Transforms National Ad Campaigns: GroupM’s Lauren Lavin

Retailers that sell digital advertising for the past decade have been grouped into a category generally known as retail media networks. But as these networks have proliferated and grown more sophisticated, brands are pushing them to do more than delivering niche audiences. “Over the past year, there’s been a really big push from both … […]

GM’s Reed Aims to Curb Ad Frequency With ANA’s Cross-Media Measurement Tool

ORLANDO, Fl – General Motors is partnering with the Association of National Advertisers on a cross-media measurement initiative to better understand ad frequency across digital platforms, television and streaming TV. The goal is to enable GM to drive unique reach to as many consumers as possible while controlling the frequency with which individuals see ads. […]

Dentsu Seeing Productivity ‘Skyrocket’ In Microsoft Advertising AI Partnership

In 2024, AI in advertising moved from hypothetical to real-world adoption – but how did it play out? One agency, Dentsu, says it is getting a big lift from an AI partnership with Microsoft Advertising. “Our vision is to make AI an integral part of how we solve problems, whether it’s analyzing data more effectively, […]

CTV’s Audience Grows Alongside Profusion of Channels: Samsung Ads’ Justin Evans

Millions of households in the past 15 years have connected their televisions directly to the internet to expand the range of programming they can watch on demand. Advertisers have followed, seeking to combine the storytelling power of television with addressability to different audience segments. “CTV is a combination of internet technology with the television experience, […]

P&G’s Marc Pritchard on Addressing the Complexities in the Advertising Industry

ORLANDO, Fl — Can artificial intelligence help sell diapers and toothpaste? In 2024, AI’s application in ad agencies seemed to move from theory to practice. In this video interview with Beet.TV, household-goods brand umbrella group Procter & Gamble’s Chief Brand Officer Marc Pritchard said the company is seeing real productivity boosts from AI in ads. […]

Connected Devices Let Brands Reach Target Audiences in Multiple Contexts: Carat CEO Mike Law

Consumers today have immediate access to video programming through some kind of connected device, whether it’s a smart TV, a wireless tablet or mobile phone. That accessibility gives brands more ways to reach consumers in a variety of different contexts. “Content can be distributed and consumed in many different formats on many different size screens,” […]

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

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

Direct Link:

Embed Code:

Recent Videos