Advertising

If you had tracked two trillion video views since 2006, you would probably know quite a lot about how people respond to video ads. Sarah Wood has, and her video ad tech firm, Unruly, is helping brands understand. “What are the drivers of shareability?,” she says. “Some people think it’s cats, some people think it’s […]

LONDON — So far, the discussion of so-called “programmatic”, automated digital advertising trading has centered on online display and video advertising. But what about advertising in content that no-one can see? Last month, GroupM’s Xaxis programmatic unit announced Xaxis Audio, a program to let advertisers buy at-scale ads in digital audio platforms, including both big mainstream UK radio stations and […]

If a tree falls in a forest and no-one was around to hear it, did it really make a sound? Many advertisers have asked themselves that question in years gone by, unable to know whether their analog media spend really made a difference. But digital ads that lead to digital actions mean attribution can delight marketers, says eXelate CEO […]

Do technology and creativity mix? They do if you are attending this year’s Cannes Lions International Festival of Creativity. “Cannes has evolved over the last couple of years to be this nexus of creativity,” Universal McCann chief investment officer David Cohen tells Beet.TV in this video interview. “Now we’re seeing an influx of technology and […]

Through initiatives like the Media Ratings Council defining what truly constitutes a “viewable” ad, the industry has come a long way to eradicating fraudulent practices. But the spectrum of viewable ad-measuring platforms spawned by the search for accuracy means video ad sales are still in a pickle, says one video ad tech boss. “There’s a lack […]

Last year’s deal in which WPP’s Xaxis programmatic unit divested its ad-serving technology to ad tech outfit AppNexus was forged in the snowy hills of the Swiss Alps. “For five years, we had a good relationship,” AppNexus CEO Brian O’Kelley tells Beet.TV in this video interview. “Last January in Davos, I found 15 minutes with […]

Media measurement firm Nielsen and programmatic ad tech outfit eXelate had already worked together for five years before the former’s acquisition of the latter this March. Now they are working on the same journey. “We act as their data management backbone, taking a lot of their offline data and activating it in the programmatic world,” eXelate […]

Ad group Publicis’ VivaKi digital division may be moving its programmatic experts out around the group, but that doesn’t mean VivaKi is dead. “VivaKi still lives on,” says SMG programmatic SVP Mac Delaney in this video interview. “It operates the SkyScraper platform, the database for all of the group’s campaign reporting. You still have VivaKi employees dedicated to the AOD operating […]

It is not just brands that can use “programmatic” tools to buy ads on exchanges. Brands’ agencies, too, can use similar technology to buy advance ads on an order basis, says ad tech outfit Rubicon Project‘s SVP Jay Sears. “We’re seeing automation go deeper and deeper in to the operating agency,” he tells Beet.TV in this video interview.” Case […]

By now, you might have already heard plenty about “bots” defrauding advertisers. But what are bots and how do they actually work? “Bots are not big server farms, they’re individual computers like your own that have been infected by some malware that was wrongfully downloaded -it might be sitting dormant until the botnet operator decides to […]

Newspaper newsrooms have been saying for years that their future is in video. But video remains hard and expensive to produce for organizations whose core competency is the “inverted pyramid” of text news stories. Enter Wibbitz, an Israeli company that wants to help them out. Wibbitz ingests client publishers’ news articles, runs artificial intelligence on the text and applies […]

It’s taken some time to convince them, but advertisers are now on-board and enthusiastic for the various ways “programmatic” ad-buying can help them better target and automate their messages. Havas Media channel investments EVP Melissa Keller says her agency has gone from “seeding” experiments with clients last year, to implementing full-on “roadmaps” this year, in an […]

Slowly but surely, television is opening up to the “programmatic” ad sales revolution that has happened in online display and video. What are some of the biggest inhibitors? One factor is lack of a common, open format for audience targeting data, says Havas Media channel investments EVP Melissa Keller. In an interview with Beet.TV, she targets […]

Australia is one of the world’s leading online advertising markets. So how will the year ahead play out in the nascent field of “programmatic” TV advertising? TV companies have to get onboard or risk being left behind, says one sector exec. “2015 will be the year many of them realize they’ve got to get on this […]

If you think it is too soon for so-called “programmatic” advertising buying techniques to jump from the web to mainstream television, consider this – the future president of the United States may already be buying TV ads this way. That is according to video ad tech firm YuMe. Its chief revenue officer Scot McLernon concedes that “there is a little bit of hype […]

After two decades with the world’s largest ad media company by billings, the man they call “the king of advertising” is still hungry, still changing. Good job – advertising is about to change, a lot. “If someone were to watch me in any given day, I still read scripts from television shows, I still make calls on […]

Call it alchemy, call it a meeting of minds, but marrying up seemingly-disparate disciplines it the key to unlocking business growth. So says one of the leaders of cross-disciplinary media consultancy MediaLink. “Partnership is what makes this world go around,” according to CEO Michael Kassan. “You need people who are growing toward the same goals. One shop does not fit all […]

Brand TV advertising these days is something of a scattergun approach – you pay to reach large audiences, but you can’t guarantee the distribution will really achieve the desired result. Increasingly emboldened by the guarantees that are offered by online advertising, some TV ad buyers are calling for an improvement. And that is what former Tacoda head honcho Dave Morgan‘s current […]

Many advertisers don’t believe there is sufficient high-quality video content out there on which to advertise. So SpotXchange, an ad tech platform serving video advertisers, is offering to help publishers increase their video output, without having to produce video of their own. The company is connecting with VideoElephant of Dublin, a library of professionally-produced video material that […]

We hear a lot about data science in advertising nowadays. But Gian Fulgoni may have been the trade’s original “Maths Man”. At university, he studied for a physics degree first and a masters in marketing second. That fusion eventually saw Fulgoni lead IRI, the first major supplier of point-of-sale scanner information to the consumer goods industry, in the 80s and […]