Beet.TV’s Coverage of DMEXCO ’16 presented by Videology

COLOGNE – How does a media company stay abreast of and adopt new technologies to best effect. For many, the answer is to create a “lab”, a division whose sole purpose is to let in-house geeks test out and apply transformational new tech. And IPG Mediabrands is no different. Its IPG Media Lab is devoted to finding […]

COLOGNE — Once upon a time, multi-platform proliferation meant “desktop, tablet and smartphone”. Now, we are entering an era when virtual worlds, connected toasters and even unmanned aerial vehicles represent new challenges and opportunities for brands. Neil Carty, innovation strategy SVP of marketing consulting agency MediaLink, calls all the new platforms “data exhausts”, emitting cues that marketers can better use to […]

COLOGNE – So-called “programmatic” methods of targeting or trading advertising may be typically associated with online media platforms – but that doesn’t mean something of the techniques can’t also be applied to linear TV. Indeed, programmatic looks like playing a part in the next TV upfront season beginning next spring, when networks will tout their upcoming shows to advertisers […]

COLOGNE-Traditional “last touch attribution” for measuring advertising is out of touch with today’s analytics and could help to explain some of the headlines about how television just isn’t working as it used to, according to Jean-Philippe Durrios. “The industry has known this for a awhile. But more and more it’s becoming more democratized, that you […]

COLOGNE-Matt Gee has his own take on the nature of the transformation sweeping the advertising industry. He envisions advertising as evolving into a kind of “service design” provider, which helps to put technologies like artificial intelligence and virtual reality in an interesting perspective. Gee, who was recruited to Aegis Dentsu’s Isobar UK as Head of […]

COLOGNE-To the world at large, the fate of Yahoo had been a long-running saga that seemed like it would never end. But to AOL CMO Allie Kline, the deal joining AOL and Yahoo is a big momentum boost for the “flywheel” of data-driven advertising and content under the Verizon umbrella. With Verizon already having scooped […]

COLOGNE — What’s the best way to deliver commercial viewing experiences to viewers in the interactive TV age? The new platform opportunity is considerable, but could be squandered by overly aggressive or jarring messaging. That’s why Interpublic’s IPG Mediabrands is partnering with interactive-TV advertising firm Innovid. The pair are collaborating to find the right recipe for […]

COLOGNE — Imagine if advertisers and broadcasters could know, with certainty, which TV shows viewers were watching, for how long and how attentive they were? That’s what companies like Samba TV are claiming to offer. Launched in 2008 and backed by investors including Mark Cuban, the outfit works by having software embedded on some 180m […]

COLOGNE — Advertisers have got better at using data to derive real meaning from campaigns – now they need to improve the way they port their messages to new platforms. That’s according to the woman who runs revenue at recently-acquired Yahoo. Lisa Utzschneider tells Beet.TV: “We’ve become much more sophisticated over time about how to turn […]

COLOGNE — Marketers’ imperatives have changed a lot. That’s why media agency holding group Publicis recently brought together many of its disparate capabilities together in to a new division, Performics, focused on executing performance-based media outcomes across the board. Performics’ CEO Michael Kahn says the agency covers a range of advertising channels: Biddable Programmatic Search Social Mobile Display Direct-response Direct-response […]

COLOGNE — Print media are used to wraparound ad formats, which see brands take over the front and back pages of newspapers or magazines. Online media are also catching up to a format that can both retain the primacy of the original product and offer brands big-league impact. You may have seen more and more websites offering […]

COLOGNE — Once upon a time, video was a landscape format. Now the rise of new platforms and services means we have square and even mobile-sized vertical to contend with. But what may be difficult, at first, for creative agencies to adjust for can end up being desirable to buyers and sellers alike. “On the publisher side, […]

COLOGNE — It’s one of the biggest problems in advertising, even though many ad-tech vendors think they have solved the issue. “On average, anything from 40% to 60% of ads are served to the wrong audiences,” according to Stephen Webb, the EMEA regional director for Facebook’s Atlas ad server platform. “Which is why men are getting […]

COLOGNE-While dynamic ad insertion is hardly a nascent concept, there is a debate over the merits of executing it solely with server-side technology. Adobe, whose Primetime technology NBC used for the Summer Olympics in Rio, believes it’s not simply an issue of client or server side. “There are major benefits and tradeoffs with server-side ad […]

COLOGNE-WPP Group hasn’t wasted any time incubating GroupM Connect, its digital agency platform specializing in real-time and biddable media. In two years it’s grown to more than 2,000 people and made a number of acquisitions because “We firmly believe that anything that can be bought programmatically going forward will be,” said Ruud Wanck, Worldwide CEO […]

COLOGNE-As a former tech staffer at ITV in London, Jon Block knows the many challenges facing linear television broadcasters as they plunge into the addressable space. So it is with a fair amount of confidence that the VP of Product & Platform, EMEA, at converged TV and video advertising software provider Videology declares an industry […]

COLOGNE-The biggest obstacle to the availability of addressability in programmatic linear commercial television spots is the convergence of data, not technology, says Videology’s John Tigg. As a result, so-called zero-rated TV spots represent lost revenue and profit opportunity for broadcasters. Zero-rated spots are a byproduct of traditional panel-based television audience measurement wherein there isn’t perceived […]

COLOGNE-If anyone doubted that DMEXCO has become a huge, must-attend event, that was dispelled by the presence of the “big dogs.” Companies like Accenture, IBM, Oracle and SAP had a major presence here this year, “Which I think speaks volumes,” says Ashley J. Swartz. In addition to being the Co-Founder & CEO of Furious Corp., […]

COLOGNE — One source of ad demand is good, multiple sources all facing off against each other is better. That’s why video ad-tech platform Ooyala has combined its Pulse ad server and programmatic toolset to let publishers pool demand sources for better effect. Ooyala’s programmatic GM Scott Braley says the reboot is called a “Holistic Ad Decisioning” platform. According […]

COLOGNE — Virtual reality is no longer in the future, it’s here and now – figuring out what that means is the next step. To Suresh Vittal, the new VR immersion is a big deal, but also merely an extension of an approach companies should already have been heeding. “Brands can achieve sustainable competitive advantage from focusing on […]