Advertising

Advertisers should think of basic 15- and 30-second digital video ads as the “blank canvas” for interactive creative ad engagements, according to an executive from video ad tech vendor Videology. “There’s a second layer of optimization around the interaction with the audience,” product GM Rich Astley tells Beet.TV. He says Videology’s own technology offers basic interactivity […]

Lately, ad tech vendors have been rushing like bulls out of a gate to bring out new automated ad delivery tools. But this proliferation may not always be the case, according to a top Google exec. “There could easily be some contraction in this marketplace, or acquisition,” Google media platforms sales head Jay VanDerzee tells Beet.TV. “The next […]

Mindshare wants to deal in real-time ads – but it hates the price spikes that can be associated with the mechanism. The group’s north America MD James Powell tells Beet.TV he needs “inflation-immune pricing”… “Strong publishers aren’t necessarily dumping all their good content in to a programmatic sphere at the moment. And, even if they […]

Automated advertising is about to be executed at some serious scale, after WPP this month announced it would merge its 24/7 Media unit’s collection of publisher-side technologies in to data stablemate Xaxis. “It puts us in some rare air – we are the largest programmatic and media platform,” Xaxis north America MD Brian Gleason tells Beet.TV. WPP merged […]

Soon to announce it’s “significantly beyond” the five million US sales it announced this April, internet video device outfit Roku is more than a box maker – it’s also trying to help its channel partners serve up sophisticated ads to those users. “Advertising-supported apps are our fastest-growing segment on the platform,” business development VP Scott […]

“Big Data” is a topic that has been hot on the lips of many technologists through 2013. But what is it, and what does it mean for online video? Adobe principal business development manager Kevin Towes says analytics tools can be worked on data to better serve both ads and more content itself. “You could […]

Wywy, a German startup that helps advertisers serve ads to mobile devices in sync with TV commercials, plans to launch in the US and elsewhere, having raised a $7 million second investment round. The outfit ingests ad videos from advertisers and uses decade-old automated content recognition in mobile apps to identify when a viewer is watching […]

One of the biggest changes in the digital video industry is coming thanks to the arrival of ye olde traditional TV advertising practices, says one industry exec. “The biggest lever I’ve seen in pushing this forward is this concept of TV data coming online, which really didn’t exist a year and half ago,” says Mark […]

Television may be “old media” to some digital folks. But traditional data and practices from TV advertising are making rapid incursions to influencing the online video world. “in 2013, we saw the first step in that evolution,” says Evan Hanlon, audience and strategy manager of Group M’s Xaxis data unit. “One of the key pieces […]

Philips spin-out Civolution may be best known for the  video watermarking technology it inherited in its acquisition of Teletrax. But the Dutch outfit also brings other offerings to the table. Civolution technology also provides clients with real-time metadata describing on-air TV content. When this is used to target advertising in social networks, the results can […]

Google reckons the US video advertising market could hit $10 billion in the next couple of years – and says it has a full suite of services ready to help marketers capitalize on the opportunity. Media platforms sales head Jay VanDerzee tells Beet.TV Google has been playing in programmatic and real-time bidding for several years […]

Consumers’ usage of online ad-blocking software is growing, according to recent PageFair research – and that’s a problem for video, as well as text content. Video ad management platform Videoplaza sees the risk to video advertisers paying for pointless inventory, and is trying to crack the problem. “There are a couple of different ways that we’re […]

LONDON — Many brands and publishers think so-called “programmatic” online ad sales mechanisms excel at cheap ad inventory. But times could be changing – and so they should, says one GroupM data exec. “At the beginning, programmatic started more from a performance background,” GroupM’s Xaxis UK MD Nicolas Bidon tells Beet.TV. “It was associated, rightly […]

LONDON — It feels like we have only just begun to see the emergence of the highly-efficiency “programmatic” online ad sales mechanism in pictorial display and in video. Next up, traditional linear TV could be reinvented by the technology. “It can absolutely be done today,” video ad tech firm Videology‘s global TV strategy head Rhys […]

LONDON — The rise of advanced data-driven and otherwise “programmatic” online advertising sales processes is challenging traditional ad networks to step up and defend their place in the future, a Beet.TV panel of industry execs agrees. “For the development of video as a legitimate channel, they were a necessity,” Videology’s global TV strategy head Rhys […]

LONDON — We have heard plenty this year on how so-called “programmatic”, data-driven ad spending is revolutionising advertising efficiency. But how does this new method complement traditional video ad sales? Jamie Wilson, the UK sales MD of the large online sports video outfit Perform Group, suggests programmatic drives incremental performance on the margins. “I see […]

LONDON — A year that started with lingering suspicion from publishers that programmatic ad selling would devalue their inventory is ending with far wider premium publisher acceptance of this collection of technologies. News Corp and The New York Times are now selling in this way, and The Guardian, too, has launched its own Response+ trading […]

LONDON — In a multi-screen advertising universe, what’s the role of TV anymore? First amongst many but merely the seed for all, says one digital ad boss. “Our approach is integrated screen planning – we see all TV screen content as video,” SMG’s EMEA director of performance marketing and mobile development Richard Hocking tells Beet.TV. “The traditional […]

LONDON — Ad traders are adjusting to what they see as a two-speed video advertising ecosystem, as broadcasters are slower to adopt new-wave data-driven ad targeting techniques see in online. “TV has a very successful model,” SMG UK digital trading director John Baylon tells Beet.TV. They need to be very careful about not disrupting that […]

Pretty quietly this year, a news startup has crept up that, unlike large incumbent publishers, is producing news specifically for millennials’ short attention spans – in quick-fire mobile videos posted through Vine and Instagram. Now NowThis News is beaming this micro mobile content on to hundreds of screens in malls and college campuses – and […]