Advertising

Online video ad platform YuMe already partnered with Nielsen to release its ad reach calculator tool this week. Next up, it wants to understand how consumers interpret digital ads. YuMe research director Paul Neto tells Beet.TV the company’s next research effort will examine consumers’ receptivity and attentiveness toward ads. “Consumers, more than ever, are distracted,” Neto […]

It may not usually be considered amongst the leading internet nations, but Rupert Murdoch’s motherland is pushing ahead of the pack when it comes to the online ad sales techniques known as “programmatic”, says News Corp’s ad exec. “Worldwide, there’s definitely a programmatic sensation,” the group’s ad marketplaces VP Charlie Weiss tells Beet.TV.  “Australia and […]

LONDON — Marketing agencies, like other industries, are getting excited about “Big Data” – but what does that really mean for their clients, who can often be confused about what the jargon boils down to? “‘Big data’ sounds scary … things are very complex at the moment,” says Starcom MediaVest Group London’s co-CEO Steve Parker. […]

If an advertiser moved 6% of its TV ad spending in to online video, how many more viewers would it reach? That’s the question online ad tech outfit YuMe is trying to answer by launching its Multi-Screen Reach Calculator, a web app that lets ad planners play with various spending scenarios across different devices. “We […]

LONDON — In advertising, video may have grown up as a display medium for brand advertisers – but it could be a direct response mechanism, says the EMEA CEO for digital agency POSSIBLE, a WPP unit. “Some of the great stuff being done today either talks about the human condition … and the other thing […]

LONDON — Mindshare Worldwide’s chief digital officer Norm Johnston sees video’s jump from the desktop to the living room screen as one of the biggest advertising and content opportunities in the years ahead. “What’s interesting is the possibilities within IPTV,” he tells Beet.TV. “Forty percent of televisions in the US are now connected to the […]

LONDON — Research commissioned by BBC Worldwide shows the top 20% highest earners are fully engaged and readily reachable by mobile advertisers. “Senior executives – do they look at their mobile phones all the time? The answer is ‘yes’,” says Tom Bowman, VP Global Strategy & Sales Operations, BBC Worldwide. “Amongst affluent consumers groups, the mobile […]

LONDON — Programmatic online advertising control techniques have become popular in web channels; now broadcasters and video operators are ready to shed scepticism toward the technology, says an exec with a bird’s-eye view of the market. “Increasingly, the community is appreciating that programmatic is premium,” says video ad tech firm Videology‘s Head of Global TV Strategies, […]

LONDON — When programmatic online ad trading techniques hit the big time, headlines focused on their use in auction environments. But conventional-style display advertising can be upgraded by programmatic, too, says one ad agency exec. “One of the really interesting spaces is the evolution of private marketplaces and this concept of ‘programmatic guaranteed’ … now […]

Programmatic video advertising platform SpotXchange says it will nearly double its headcount to service new premium publishers over the next year, after finding strong business growth in the last 12 months. “The company saw 145% revenue growth this year in Q1, we saw 350% growth in terms of programmatic spend in Q1,” says the company’s […]

LONDON — UK consumers are spending insane amounts of time on their phones. So why aren’t advertisers putting proportionate amounts of money in to the devices? “Because the mobile marketplace has been relatively fragmented, it has made it feel a little bit difficult and risky for people to get executing on phones in the way […]

LONDON – Those ads that follow users around the web with a banner for a vacation after they browsed for a vacation may soon be more than just banners. “The ability to retarget someone with a video as as opposed to just a display ad adds an interesting new dimension,” the EMEA president of Publicis-owned […]

The concept of “viewability” has gained prominence lately, as advertisers – alarmed by news that many video ad impressions are not really viewed by humans – seek certainty about their wasted spending. Programmatic video ad platform Brightroll’s CEO Tod Sacredoti recently got up on stage at Brightroll’s own video summit to highlight the three prerequisites […]

It’s that time of the year when online publishers present their upcoming products and services in the form of so-called “NewFronts” events. In its NewFronts, The Wall Street Journal announced a video segment about how technology drives hope and health, a data- and animation-driven short video series, a new tablet video magazine and a documentary […]

The realization that as many as 40% of video ad views may be faked by publishers has given rise to systems measuring true “viewability” for advertisers. But one ad tech vendor says ad buyers shouldn’t trust “viewability” numbers when they are produced by publishers themselves. “The key for viewability is to make sure that the measurement […]

While the online media landscape is highly fragmented , some in the advertising chain are beginning to piece to overcome the disparate ecosystem by taking advantage of platforms that put technology niceties in the background, says one vendor. “It is a very fragmented market,” interactive video ad tech firm Innovid‘s co-founder and CTO  Tal Chalozin tells […]

It may have taken some time, but now ad tech platform operators can sell advertisers on identifying the proportion of their ads actually viewed by humans with a degree of industry backing, says one such operator. “The MRC (Media Ratings Council) and IAB (Internet Advertising Bureau) have now defined a standard,” says BrightRoll‘s marketing operations […]

Breakfast cereal maker Kellogg’s is a big advertising spender – and it plans to spend a bigger chunk of money in online video, now that new technology is finally proving just how many people really view its video ads. “It was very important to consistently measure viewability and how we can make improvements in the […]

Nielsen will launch a new system for advertisers to measure the audience for mobile content and video properties this coming summer. “It’s all about mobile – it’s explosive,” the company’s global product leadership president Steve Hasker tells Beet.TV. “We have developed and are now testing the first industrial-strength robust measurement system for video and other types […]

When it comes to Yahoo, critics will often ask, rhetorically: “What is it nowadays, anyway?” The company’s Americas head Ned Brody has a clear answer: “You need to start thinking about Yahoo as both a publisher and a network.” That means Yahoo doesn’t just want to be an owner and operator of its own web properties on […]