Advertising Beyond The Pre-Roll

CANNES — After Philips bought out its part-owned UK video watermarking company Teletrax in 2008, it rolled it up in to a new unit called Civolution, which also offered TV event audience measurement and second screen functionality. Now Civolution has sold off the latter pieces to Kantar, it is returning to the original brand, Teletrax, which will focus on TV […]

CHICAGO — “Native” advertising gathered a head of steam in 2014 but, with as many definitions as there are people trying the technology, what do some leading ad tech execs think makes the concept tick? “There are a lot of different definitions of ‘native’ advertising,” according to outstream ads technology vendor Teads’ US GM Jim […]

To succeed in a cross-device world, advertisers should develop personalized experiences for each screen with messages tailored to the device and, when possible, to the consumer, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV. That kind of ecosystem needs more complex measurement and also attribution, he adds. “How can […]

Content marketing is on the cusp of breaking through, and needs a few best practices in place to become a powerful marketing tactic, says  Gian LaVecchia, Managing Partner, Digital Content Marketing at MEC, in an interview with Beet.TV. Linking strong storytelling, with metrics and distribution is vital, he says. “If you  don’t have rigorous distribution strategies […]

For marketers to move more money from TV to digital, they need true parity in measurement, says David Hohman, Nielsen’s agency solutions EVP  in an interview with Beet.TV. “Parity is a consistent measurement across digital and TV. You need to be able to consider the devices, and you need to be able to attribute what’s […]

As marketers expand deeper into video content, they would be smart to apply best practices to the creation of videos, says Joe Migliozzi, Managing Director of Digital Media at Mindshare in an interview with Beet.TV. That means advertisers should produce content that fits the platform,  use assets of varying length, and apply a light touch when […]

The world’s biggest newspaper website intends to start making more digital video of its own, to satisfy advertiser demand for more premium inventory. “We produce 900 stories a day ,” says Mail Online’s North America sales VP Matt Kaplan in this video. “Maybe 20% of those pages has a video on it. About 2% result in […]

The six-second canvas represents a new opportunity for video content marketing as a means to to drive business response, says  Gian LaVecchia, Managing Partner, Digital Content Marketing at MEC, in an interview with Beet.TV. Vine is pushing creators to think through a new lens and tell stories in a compact way, and so is Twitter’s “Amplify” […]

As consumers interact with ads across platforms, brands increasingly need to better understand attribution across those channels, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV about multi-platform marketing strategies. Given the changes in consumption, the industry needs a streamlined analytics approach to cross-channel behaviors, he says. “If we […]

Given the wide range of video strategies available in the market, brands should understand the different value of different types of video. How-to videos, for instance, can often be most effective at driving a consumer to purchase, says Joe Migliozzi, Managing Director of Digital Media at Mindshare in an interview with Beet.TV about video advertising […]

Ad agencies are desperate to spend money on online video – they just don’t see enough premium publisher inventory against which to advertise. So video ad tech vendor Teads is helping publishers turn their existing assets in to video ad opportunities, with its ad formats like inRead that inserts auto-playing video ads in content publishers do […]