Daisy Whitney

Viewability of video ads varies widely depending on the ad environment. That’s the finding of a just released report from Tremor Video’s VideoHub unit, analyzing viewability of 2.3 billion video ad impressions in the first quarter. During that time period, Tremor found that the average viewability clocked in at 83%. Viewability refers, quite simply, to […]

Yahoo is gearing up to launch eight new original comedy shows in early September as part of the portal’s plans to expand aggressively in original content. Jack Black will star in one of the shows and Yahoo will also launch a series of Saturday Night Live clips, according to Variety. The episodes will be available […]

NEW YORK – Given the ad receptiveness of tablet viewers, brands should start building creative specifically for tablets, following some best practices for the medium, says Scot McLernon, Chief Revenue Officer at YuMe, in an interview with Beet.TV. For instance, short-form ads are often more memorable and have higher completion rates. Also, brands benefit when including interactive […]

NEW YORK – The tablet is on pace to become a vital screen for watching video and ads in video, says Travis Hockersmith, VP of Client Services at YuMe in an interview with Beet.TV. “We do see tablets as more or less the future of video consumption,” he tells us, citing insight from a study […]

When repurposing TV spots for online video, a little interactive goes a long way, says Juan Lindstrom, Client Analyst at Millward Brown, in an interview with Beet.TV. Since web original video performs better in brand awareness, brand favorability and purchase intent, that’s why repurposed spots need a boost, he says, citing research Millward conducted in […]

Videos ads on tablets often grab a viewer’s attention more because tablets are highly personal devices and consumers are usually holding them in their hands, says Kara Manatt, VP, Consumer Research Strategy at IPG Media Lab in an interview with Beet.TV. IPG studied tablet effectiveness and drew several takeaways – consumers often use their tablets when in […]

NEW YORK —  Cross-platform marketing can play a huge role in amplifying a marketing message, said John Marson, VP, director of Resource Development at Horizon Media during an interview with Beet.TV. In a study Horizon conducted with its Crown Imports client and ESPN, the agency found that about 75% of screen usage was across more than […]

NEW YORK — As the online video market has grown, ad prices have dropped, says Todd Gordon, EVP Integrated Trading at Magna Global, during an interview with Beet.TV. That’s a natural evolution in the marketplace, he added. “When digital video was first available it was the most premium thing on a plan. As spending increases, the price […]

NEW YORK — The biggest draw in digital video during the upfronts was for content in full-episode players, says Peter Naylor, EVP Digital Media Sales at NBC Universal during an interview with Ashley J Swartz, CEO and Co-founder of Furious Minds for Beet.TV. “We didn’t do a lot of short form because I don’t think there is a […]

NEW YORK — Good creative is simply good creative, but a brand needs to know which emotions an ad elicits in a customer and what the takeaway will be, said Barbara Singer, VP, Advertiser Insights & Strategy, ESPN during an interview with Beet.TV, citing research ESPN has conducted into brand image and brand metrics across screens. “Entertaining […]

NEW YORK – Even for a stalwart TV brand like ESPN, digital represents a huge portion of its footprint. In fact, digital now brings a 23% lift in reach for ESPN , said Barbara Singer, VP, Advertiser Insights & Strategy, ESPN during an interview with Beet.TV. “If you didn’t have digital you would miss a lot […]

NEW YORK – Nielsen is pursuing the growth in real-time bidding with new tools that help link programmatic buying to TV data, says Randall Beard, Global Head of Advertiser Solutions, Nielsen during an interview with Beet.TV. “We are fueling programmatic buying and real-time bidding of digital audiences based on individual TV plans, so you can […]

CANNES — Tremor Video has seen a big jump in digital video buying based on cost per engagement or brand lift says, Melinda McLaughlin, Chief Marketing Officer for Tremor Video, during an interview with Beet.TV. In fact, Tremor’s cost-per-engagement business is growing at a rapid clip with big brands, she says. “We see performance pricing as […]

CANNES — Immersive and interactive storytelling are becoming more vital for brands, commercials and branded content, says Ari Kuschnir, CEO, co-founder and Executive Producer at m ss ng p eces, during an interview with Beet.TV. Kuschnir heads up a creative production company that has developed a range of interactive digital content for brands including Google, American Express, Red […]

CANNES — Ideally, in-stream video advertising will give viewers control and let them impact the narrative in the future, says Jonathan Hoffman, President of Experience Design at Starcom MediaVest Group, during an interview with Beet.TV. With targeting techniques available, viewers now expect they’ll be shown or served something that is relevant emotionally and contextually. “It […]

CANNES — Repurposing TV spots for online video doesn’t give brands the best creative canvas for the digital medium, says David Sanderson, Senior Creative Director at Tremor Video, during an interview with Beet.TV. For instance, if engagement is an important metric for the media team, the creative team should build formats with that in mind […]

CHICAGO – Brand marketer Kellogg’s has seen its ROI for programmatic campaigns increase five to six times by optimizing them in real-time using comScore’s Validated campaign Essentials Measurement tools, says Gian Fulgoni, Executive Chairman at comScore, in an interview with industry analyst Ashley J. Swartz, CEO and Founder of Furious Minds, at the Beet.TV Programmatic Video Advertising Summit. “What […]

CHICAGO — As programmatic buying becomes more widepread, agencies are spending less time convincing clients to try it and more time making the deals, says Tracey Paull, Senior VP and Digital Media Director at Starcom in an interview with industry analyst Ashley Swartz, CEO and Founder of Furious Minds at the Beet.TV Programmatic Video Advertising Summit. Many clients try […]

As much as 30% to 40% of the video ad market is comprised of fraudulent or viewerless impressions, says Matt Timothy, President of video ad management platform Vindico, in this interview with Beet.TV. That could run the gamut from auto-initiated, auto mute or video-in-banner spots. But those formats shouldn’t be priced or valued the same way […]

CHICAGO — Given the increasing interest from premium publishers in programmatic buying, video ad marketplace SpotXchange is betting that more than one-quarter of all video ad spend will be of the programmatic variety by 2014, says Jeremy Straight, Senior VP Business Development at SpotXchange in an interview with Beet.TV. Digital video ad spend is slated to […]