Advertising

FORT LAUDERDALE — Since launching in 2011, video aggregator VideoElephant of Dublin has built some traction in the UK and Israel; now it wants to beef up its US operations. “Later this year, we’ll be opening an office in New York,” head of business development and partnerships Brian Cullinane tells Beet.TV in this video interview. Marketers […]

FORT LAUDERDALE — NFL’s annual Super Bowl may be renowned for generating vast sums in advertising revenue on TV. But that requires a big budget – what if the TV broadcast could trigger a downstream bump in advertising buzz online? That’s the technology which data and watermarking vendor Civolution is deploying for Sunday’s game between […]

FORT LAUDERDALE — Advertisers like to talk about their search for “premium” ad inventory – the kind of places that only quality brands like to be seen. But is inventory really “premium” if hardly anyone sees it? “What defines premium is in the eye of the beholder,” says Irfon Watkins, CEO and co-founder of Coull, a Bristol, UK-based […]

FORT LAUDERDALE — It’s going to be gigantic when all the technology is in place – but why let the future get in the way of disrupting the present? “At end of 2015, we’ll be lucky if 3% of the total video universe is transacted programmatically,” ad tech firm Videology Group‘s north America MD Tim Castree […]

FORT LAUDERDALE — If you advertise to reach an audience demographic in online video and in TV, you may think you have maximised your reach – but, if some viewers saw your ad in both media, have you overpaid? Nielsen agency solutions MD David Hohman says new measurement tools like his own Cross-platform Campaign Ratings […]

FORT LAUDERDALE — So you’re an advertiser and you only want to pay for ads that humans can actually see? Be careful what you wish for – today, that may be like cutting off your nose to spite your face. “They believe they should have always been paying for the viewable impression,” Jane Hong, Google […]

FORT LAUDERDALE — After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved sales, says comScore executive chairman emeritus Gian Fulgoni. In this video interview […]

FORT LAUDERDALE — While so-called “programmatic” techniques for controlling, planning and trading online ads have gained traction in display advertising, the concept is slower to reach the same penetration in video and TV. But the prospect is set for wider adoption after a year in which many ad tech platforms “postured” about their capabilities, according […]

FORT LAUDERDALE — So-called “programmatic” ad-trading techniques may have come to market at the real-time bidding (RTB) end of the spectrum, allowing ad buyers and sellers to do business in real-time marketplaces – but that doesn’t mean they have to stay there. In this video interview, enterprise video ad software tech firm Videology‘s North America […]

FORT LAUDERDALE – The digital ad industry may be starting to get to grips with the problems of fraud and viewability, but next up is the creeping threat from nefarious code. “The big priority for us is switching everything over to Secure Sockets Layer (SSL),” Google’s head of media platform sales, Jay VanDerZee, tells Beet.TV […]

FORT LAUDERDALE — Video ad tech vendor Teads is getting ad buyers buzzing with its new take on video ad formats – letting specialist text publishers insert auto-playing video ads between their paragraphs. But how successful can this model be when readers can simply scroll past the video ads to silence and hide them? “Our […]

FORT LAUDERDALE, Fl – Which way is the wind blowing in the “programmatic” ad space? Away from real-time bidding and toward private marketplaces, according to one leading light. The collection of techniques referred to as “programmatic” all essentially mean “automation” but, whilst the phenomenon began with allowing the real-time automation of ad buying and selling […]

LAS VEGAS — The burgeoning array of internet-connected TVs won’t change the industry just because they are connected to the internet – they also offer new ways to interact with content. “In an OTT (over-the-top) environment, it’s a more dynamic environment,” Rob Aksman, founder of BrightLine, which enables interactive ads for brands on interactive TV […]

LAS VEGAS — One year after it was merged with Group M stablemate 24/7 Media, programmatic ad tech division Xaxis expects more industry M&A in 2015. “We always talk about how much movement there is in the industry,” says Xaxis chief revenue officer Nicolle Pangis. “But the fact is, that’s the norm in this industry. Every […]

LAS VEGAS — The emerging age of targeted TV advertising will mean an end to reaching viewers based on the shows they watch and instead usher in individual viewer profiling. “Advertisers (today) are overwhelmingly buying audience … using content as a proxy for that audience,” according to Adobe Primetime’s principle product evangelist Noah Levine. “That’s […]

LAS VEGAS — If a consumer ripped a clip of your content and posted it to YouTube, would you chase her with a lawyer’s notice? Zach James would embrace the act. The co-CEO of video rights management and branding solutions startup ZEFR says his company “makes sense of the 90% of the videos that you […]

LAS VEGAS — Microsoft is changing the way it works with advertisers, according to the woman recently hired to lead its US brand marketing relationships. “We are going through company-wide, top-down change,” Ritu Trivedi, who joined from being MediaVest’s USA digital marketplace VP in October, tells Beet.TV in this video interview. “The product teams are now […]

LAS VEGAS — So-called “programmatic” TV advertising, in which TV ads would be traded with digital targeting and efficiency, is coming a long way – but still has key challenges to address if it is to reach the heights many hope for, according to one sector exec. “We’re in a nascent timeframe for programmatic TV. It’s […]

LAS VEGAS — European advertisers are taking to video advertising and so-called “programmatic” online ad technologies at varying progressive degrees, according to GroupM Interaction UK MD Jakob Nielsen. “(In the) UK … TV buyers are constantly looking to new audiences,” Nielsen tells Beet.TV in this video interview. “With video… in the diminishing-return space, all of a […]

LAS VEGAS — We keep hearing a lot about how the ad-buying processes for television and digital video may be on a path to merging. But, asked if that was happening yet, agency ad-buying software platform Mediaocean’s CEO Bill Wise says: “They’re not converging. TV is vastly different from video, which looks and feels like ad tech […]