Guardian CEO Andrew Miller: ‘Journalism Is On The Rise Again’

LONDON — The Guardian’s publisher will post annual digital revenue up by a quarter to over £70 million ($116 million) for the year ending March, CEO Andrew Miller tells Beet.TV. Although many in the industry report worsening ad rates, the Guardian Media Group CEO says: “We’re seeing a hardening of our CPMs.” The group will […]

 
 

BBC Set to Go All Digital with Youth Network “BBC Three,” Ralph Rivera Explains

LONDON — The BBC’s proposal to close its linear youth TV channel BBC Three in the UK but to go on publishing its shows online under the same brand will have little impact for a service already heavily consumed online, says the corporation’s future media director. “The BBC is the first broadcaster to go online-only […]

 
 

BBC Native Ads ‘Can Bring Brands’ Stories To Life’

LONDON — It may be forbidden from running even traditional display ads at home in the UK, but elsewhere in the world, the BBC’s commercial wing is embarking on blending marketing and editorial material, having recently embarked on sponsored content production effort. “There’s no reason why a brand … shouldn’t have a voice; anyone can […]

 
 

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. […]

 
 

BuzzFeed’s Perelman, We Offer Video Scale To Brands

LONDON — BuzzFeed’s commercial stock in trade is offering sponsored editorial articles to brand marketers. Now it is extending the offering to digital videos. “We’ve done roughly 1,300 videos, 20% of them have over a million views.” says the publisher’s agency strategy VP Jonathan Perelman, who also recently took on its video GM role. BuzzFeed […]

 
 

Huffington Post CEO Maymann: “HuffPost Live” Nears Break Even, Eyeing Global Expansion

LONDON — Nearly two years after launching, HuffPost Live, Huffington Post’s effort to reinvent rolling TV news, is on the verge of breaking even, says HuffPost’s CEO. “We’ve gotten to more than 100 million video views on a monthly basis now,” Jimmy Maymann tells Beet.TV. “We need scale to appeal to TV buyers – we’re […]

 
 

New York Times CEO Mark Thompson: Finding an Upside with Custom Ad Solutions & New Paid Services

LONDON — The New York Times must halt its digital advertising decline as a priority, says CEO Mark Thompson in this interview with Beet.TV Advertising, which historically has only ever grown since digital media are themselves growing platforms, fell again by a small amount during the publisher’s last quarter. “We are absolutely determined to get […]

 
 

In Video Mash-Up, Ebuzzing & Teads Merge Ahead Of IPO

In a sign of the growing importance of online video advertising technology, two of the sector’s vendors are merging – and say they plan to go public next year. Ebuzzing, which was co-founded by French web entrepreneur Pierre Chapaz, and Teads, a French ad tech firm bringing new formats to market, say they are combining to […]

 
 

MEC Builds Audience for Client AT&T with Data, Custom Programs, Explains Kaplowitz

LOS ANGELES — Agencies have to find new ways of connecting brands to consumers, now that viewers are paying for video that doesn’t have ad support, says one exec. “People are paying for that content. Advertisers have, all along, been supplementing the cost of that for the consumer,” agency MEC‘s North America CEO Marla Kaplowitz tells Beet.TV. […]

 
 

Data Is To Marketing As Science Is To Religion: Group M’s Norman

LOS ANGELES — You can’t go to a digital industry conference these days without someone espousing the value of “data”. For ad group Group M Worldwide’s chief digital officer Rob Norman, data’s value is clear: “Data is to marketing as science is to religion. The more facts you have, the less faith you need.” But marketers are […]

 
 

This Is The Golden Age Of Content: UM’s Personette

LOS ANGELES — “Best-in-class content is alive and well” as new distributors and marketers alike take the opportunity to reach consumers, says an ad agency exec. “We’ve seen an explosion of the golden age of content,” UM WW’s north America president Sarah Personette, who was Facebook’s own agency relations director until 2013, tells Beet.TV. “Consumers want and […]

 
 

Kawaja: No Bubble In ‘Sciencification’ Of Advertising

LOS ANGELES — The digital marketing technology landscape may be expanding, but it isn’t about to go pop, says one of digital media’s most noted banker-advisers. “We’ve seen a change from media intermediation being an art to more of a science,” Luma Partners‘ Terence Kawaja tells Beet.TV. “You hear about the word ‘programmatic’… bringing software […]

 
 

Trading Desks Are Evolving, And Confusing: Videology’s Hagerty

LOS ANGELES — Digital advertising trading desks are growing up – and some are growing too big for their boots, says one video ad tech vendor. “Trading desks are starting to do more, there’s lots of things the trading desks are evolving to provide ,” says Videology‘s enterprise solutions head Pete Hagerty. “Trading desks are attempting […]

 
 

Kargo On Growth Curve In Mobile Ad Sector

LOS ANGELES — Amongst all the hype about “native advertising”, one tech vendor, Kargo, claims to be signing up some big beasts. Kargo‘s CEO Harry Kargman tells Beet.TV it is gearing up to announce “the largest media companies on the planet” as customers for its solution, which plugs native formats in to publishers’ mobile content […]

 
 

Ad Delivery Is Everything: Mediaocean’s Palmer

LOS ANGELES — Creative is just half the battle. Getting your beautiful video ad to viewers eyeballs is the way to really pay off. “You can have the best campaign ever – but, if the ad doesn’t get to the right station at the right time, then everything is lost,” says business development SVP Mike […]

 
 

ZenithOptimedia Trying To Overcome Addressability Fragmentation

LOS ANGELES — Addressable video advertising is now a reality – the problem is, it is actually multiple realities. “Addressability, to date, has been segmented in to private ecosystems,” says media agency ZenithOptimedia’s activation president John Nitti. “We’re still at the beginning pt of the continuum as far as being able to inform our full buy […]

 
 

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 […]

 
 

Advertisers Misled On Premium Placement: Jun’s Reichgut

Advertisers are being dazzled with premium-grade publisher names by salespeople who instead give them low-quality sites as inventory, says one ad tech exec. “Right now, the whole business is getting away with it,” says Jun Group CEO Mitchell Reichgut. “The client is seeing the big names (of sites on which they will appear) but they […]

 
 

Veenome Looks Inside Videos To Help Advertisers

For advertisers, “viewability” – knowing whether a viewer has really watched their ad – has become an important metric. But some advertisers also want more granular information. Analytics startup Veenome wants to play that role. “We’re figuring out what content is inside the video, indexing the actual imagery of the content, figuring out how many […]

 
 

YuMe CEO: Video Advertisers Need Better Data

Video advertisers need to improve their data collection and processing capabilities to better target viewers, says one ad tech exec after launching a service to do just that. “TV brand advertising … we believe it’s very different from video advertising thats performance based,” says YuMe CEO Jayant Kadambi. “We believe video advertising for brands is […]

 
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