Advertising

MediaVest is loving the new local ad-targeting powers bestowed upon it by new “addressable” TV initiatives offered by Directv, Dish TV, Cablevision and Comcast. In fact, the ad agency has bought over 70 campaigns for more than 30 clients this way. But now the firm wants a bigger footprint. “It is the two minutes of […]

CHICAGO — The internet may have displaced newspapers, magazines and radio in many consumers’ lives. But advertising execs – even those from technology backgrounds – don’t believe TV is about to croak any time soon, a Beet.TV panel heard. DigitasLbi’s programmatic strategy and analysis VP Brian Zaben: “It’s not going anywhere. It will just be more informed. […]

CHICAGO — As young adults increasingly look at their mobile screens instead of their TV screens, advertisers can reconnect with tomorrow’s consumers by delivering video executions, says AOL video sales VP Margee Anderson. “Broadcast is certainly not going to go away (but), with millennials ageing, we’ve got to be able to reach them where they are – […]

CHICAGO — So-called “addressability” promises to make every individual TV set as targetable to advertisers as internet-connected devices are today. But that’s not going to happen at scale without a big shift, says an investment advisor and consultant. “Buying audiences in a more targeted fashion is antithetical to the way television sellers package and sell […]

CHICAGO — AOL sees video as spurring the next web age, but eventual manifestations of that will depend very much on consumption context, says an exec from the company. “The third wave of quantum innovation in the web is going to be driven by sight, sound and motion,” AOL video sales head Marta Martinez tells […]

CHICAGO — In 2014, TV began learning the targeting tricks that digital media have deployed for years. In 2015, those techniques will kick in to high gear, says one ad agency exec. “(In) 2014, I see a marketplace that has essentially gone from zero to $300 million of spend,” according to Starcom MediaVest Group’s precision video […]

CHICAGO — After being named by advertising peers the most creative marketer at this year’s Cannes Lions, McDonald’s is ready to bolster the part video plays in its digital efforts. “We’ve been the definition of  a mass marketer,” the group’s digital brand engagement global director Sosti Ropaitis says in this video interview with Global Online Video Association […]

CHICAGO — The collection of new-wave automated ad targeting and trading techniques known as “programmatic” may have initially been seen as helping advertisers drive down inventory costs – but that is no longer the sole way ad buyers see it. “This is not a CPM crunch where we’re racing to the bottom, but a way […]

Mediaocean, which currently helps ad buyers plan, execute and analyze advertising on TV using software, is about to get greater traction in the online video world, through a partnership with Videology. The integration will make online video ad inventory amassed by Videology buyable by Mediaocean‘s customers within their existing dashboard of Mediaocean’s Spectra product. In […]

NAPA, CA — As much as it poses challenges, the ongoing explosion in digital media is also opening up a wealth of new opportunities for marketers to reach consumers, says DigitasLBi North America’s chief investment officer Adam Shlachter. “The numbers are there now – if you look at platforms like YouTube… the content creators are generating a […]

NAPA, CA — Comcast-owned video ad server FreeWheel cut its recent partnership with TubeMogul to protect but empower both sides of the advertising chain, says FreeWheel business solutions GM James Rooke. The partnership sees advertisers use their own audience data to buy video ads via TubeMogul, whilst TubeMogul lets publishers do deals using that data – but sensitivities […]

Lifestyle digital publisher Say Media is gung-ho about producing branded content for advertising partners on its content sites – but that doesn’t mean it thinks it should have exclusivity over the ensuing material. “We give the partners rights and permissions to use that video content on their own (channels) – it needs to have a […]

NAPA, CA — The TV industry may move from selling in-stream ads upfront to inserting them in real-time, if Chris Hock gets his way. Hock’s Black Arrow helps cable companies dynamically insert ads in to streamed programming. “Through the third quarter of this year, we’ve seen a 250% growth over impressions from last year,” says […]

NAPA, CA — TV ad billing and management software platform WideOrbit is moving in to the “programmatic” advertising space after observing “huge” industry demand for the new methods of trading ads. “We’re focused on building programmatic in to all of our television to make it a lot easier to transact, particularly with local broadcasters,” the company’s […]

NAPA, CA – The promise of targeting individual TV viewers with ads just like advertisers can on the web is certainly appealing to many in the business. But, so far, it’s mostly just an idea, says MediaVest advertising and technology platforms SVP Oleg Korenfeld. “It’s not scaleable enough (today),” Korenfeld tells BeetTV in this video interview. We’re […]

CHICAGO — From clients who will take on the role of their own agencies to the need to reach out to YouTube stars – media agencies know they need to adapt, but how? In a panel convened by Beet.TV, several agency reps chewed over their tactics and visions. Havas Media Worldwide social marketing director Len […]

CHICAGO — In the age of viewer impatience, creative agencies may no longer have the luxury of stringing marketing messages out over even something as short as 30 seconds, says a chief from IPG’s media planning and buying agency BPN. “You have to think about the first few seconds. We have to think about modularity of […]

TouchCast, the interactive video platform co-founded by former TechCrunch editor Erick Schonfeld, wants advertisers to start using its new video format as an engaging new ad format. The startup counts broadcasters and newspapers amongst early adopters on the editorial side. “Their people on the advertising side want access to TouchCast as well because they see […]

Viewability, the recently-defined metric that defines whether an online ad slot is really viewable by consumers is a wholesale change for the industry – but its benefits may be blunted as too many platforms are vying to help advertisers capitalize, according to Ziff Davis CEO and IAB chair Vivek Shah. “We’re creating a standard in […]

LONDON — Mobile video heralds a chance for advertisers to reach consumers who may appear to be distracted or in the outdoors – but who are actually highly engaged and watching TV, according to Weather Channel international yield and programmatic Daniel Young. “It’s personal,” Young tells Beet.TV in this video interview. “They’re watching it not only […]