Videology GroupM Summit

LONDON – GroupM’s Mindshare already targets many conventional TV ads using online data – but the full internet delivery of TV advertising could unleash even greater targetability. Speaking at Beet.TV’s recent London Video Ad Strategy Summit, the group’s chief digital officer Norm Johnston said Mindshare already leverages geographical search data – for example, showing people […]

Nowadays, programmatic digital ad-buying technology automates targeted ad buying and removes the task from human operators. But those ad buyers should rejoice at throwing off the shackles of the mind-numbing task, according to a GroupM executive. “What programmatic does is free up resource,” Caspar Schlikum, the EMEA managing director of GroupM’s data-centric ad unit Xaxis, told […]

LONDON – Few video watchers could have failed to notice how YouTube is amping up the frequency of pre-roll ads on the service. But what will that bring to the operator’s bottom line? “We estimate this year YouTube will generate about $4 billion in advertising revenue,” analyst Ian Maude of Enders Analysis told Beet.TV’s recent […]

Online video innovation is now quickening outside the United States – but in very different ways, according to the international director of video ad technology group Videology. “The general notion when we first started our international business three years ago was, markets outside the US were 18 to 24 months behind,” Ryan Jamboretz told Beet.TV’s […]

On-demand video advertisers are now beginning to target their spots using richer data. That’s according to video ad tech firm Videology’s international product manager Catherine Hallam. “Although VOD has been primarily age- and gender-targeted, now up to a maximum of 60 percent of campaigns only use age and gender,” Hallam told Beet.TV’s recent London Video Ad […]

If you can’t teach an old dog new tricks, can a new medium learn to play by an old rule book? Nielsen’s new Online Campaign Ratings mechanism seeks to measure online viewers as people, not clicks. That’s just what TV has done for decades – and that’s just fine for now, according to Nielsen’s media client consulting […]

Automated or programmatic video advertising buying techniques can be a great boon for marketers – if used in the right way and at the right time in the targeting cycle. That is according to Digital-Labs founder Eamon Tuhami. “Programmatic buying allows for a huge amount of efficiencies,” Tuhami told Beet.TV’s recent London Video Ad Strategy Summit. “But there are dangers […]

Online video advertising is taking off – because most of the ads are just plain ol’ TV commercials. Ruth Cartwright, the broadcast director at GroupM’s Maxus agency, told Beet.TV at the recent London Video Ad Strategy Summit her outfit is spending six to 10 percent of clients’ budgets on online video ads. “Ninety percent of the clients […]

Data-driven, automated video inventory buying (AKA programmatic buying) is “the future for video advertising,” according to one advertising executive working in the space. “With online video combined with traditional TV, we have much more precise targeting possibilities,” Rosa Markarian, the EMEA region product development director of GroupM’s Xaxis audience profiling unit, told Beet.TV during the […]

Many advertising execs are advocating the amalgamation of video ad buying across TV and online. But, at Beet.TV’s recent London Video Ad Strategy Summit, the online investment head of GroupM’s MediaCom agency, warned a single piece of creative must be judged very differently across the two formats. “There’s a tendency to want to revert everything […]

Programmatic ad-buying technologies, which are all the rage, can be a revelation for advertisers – but their use must go hand-in-hand with conventional advertising practices, according to one marketing advisor. “You may have the best targeting or programmatic technology, but if you’re not very good at engaging with your clients from a planning point of view, if […]

LONDON –  While second screen apps for TV shows can have a big and immediate  impact, their use is fleeting, and the industry needs a more standard approach, says Simon Daglish, Group Commercial Director at Britain’s ITV  network in this segment from recent Beet.TV leadership event at GroupM’s offices. For the app for “Britain’s Got […]

LONDON — Programmatic online advertising technology isn’t yet good enough, and will never match human salespeople for brand ad sales. That’s according to BBC Worldwide’s strategy and operations VP for global advertising sales, Tom Bowman. “There are some websites that have gotten rid of their salespeople,” Bowman told me during our one-on-one interview at Beet.TV’s […]

LONDON – Nielsen may soon announce the success UK advertisers are having placing video ad campaigns on both TV and the internet when it unveils first results from the British test of its new Cross-Platform Campaign Ratings (XCR) system. “For the UK, we recently deployed beta trials at the beginning of this month,” Nielsen VP […]

LONDON – Group M’s new data-driven audience-buying unit is convinced TV and online video advertising must join together but says TV people must use all the extra tools online offers. “The big goal and the only way to use all the benefits of online video is to combine traditional TV and online video and find […]

LONDON – GroupM media planning and buying agency Maxus says online video consumption is now so great that advertisers should buy campaign time across both online and conventional television. “VOD is more and more an integral part of any TV campaign,” Maxus’ Ruth Cartwright told us during Beet.TV’s London Video Ad Strategy Summit. “We’re looking […]

LONDON – Online video services may be growing thanks to carriage on new devices – but only top-quality programming will help internet upstarts really revolutionize the TV industry, industry analyst Ian Maude warns. “Time-shift and catch-up haven’t really disrupted the traditional advertising and pay-TV models. More and more people are spending more time watching traditional […]

LONDON – Return on investment (ROI) is the holy grail metric for justifying any marketing spend. But whilst surveys can show whether ad campaigns lift brand awareness amongst consumers, proving whether those consumers actually go on to buy anything as a result is trickier – especially in the emerging world of video ad formats. This […]

LONDON – Two years after launch, Nielsen’s reach-based Online Campaign Ratings (OCR) measurement system is now helping online video advertisers buy media with the same certainty they have from TV, says Videology‘s Ryan Jamboretz. “It is borne of the television world, but it’s being used as the dominant mechanism by which television money is shifting […]

LONDON – Everyone is talking about how consumers’ electronic breadcrumb trails can make for highly effective digital media advertising campaigns. Two years ago, WPP’s GroupM launched Xaxis, an in-house division dedicated to leveraging  audience profiles to even better target marketers’ messages. “It’s an evolution of the role of the media agency,” Xaxis’ EMEA managing director […]