Advertising

LAS VEGAS — CES no longer attracts just geeks and tech journalists. This year, swarms of ad agency and ad-tech delegates are in Las Vegas to soak up what’s next in gadgets and software. Speaking from there, Havas Media Group global MD Dominique Delport concludes: “Every marketer should become a user experience designer. We are now living […]

FORT LAUDERDALE  –  If you want to price digital advertising appropriately, don’t just look at the rapidly-growing supply of inventory, look beneath the surface for what is really real. That’s according to veteran ad exec Irwin Gotlieb, the chairman of ad group GroupM. “Supply measured without taking in to account things like viewability and bought […]

FORT LAUDERDALE — The rapid development of advertising and marketing technology is allowing buyers to mash up disparate data sets to better inform campaigns. But don’t risk losing the expertise that comes with old-world data, says an advertising veteran. “In the past, you used Nielsen data for TV, print data for print, econometric data to look for correlations […]

LONDON — Back in October, US satellite TV company DISH unveiled a test allowing advertisers to buy impression-by-impression ads on linear TV through a programmatic marketplace. Powered by IPON WEB and plugged in to programmatic marketplace vendors DataXu, RocketFuel and TubeMogul, the system was billed as an industry first. When programmatic and auction-based ad technology first took hold in the […]

LONDON — So far, “programmatic” systems of online ad trading have been applied to static display advertising and video advertising. Now, everyone’s talking about its value to TV advertising. But what about radio, music and podcasts? Havas is working with an audio exchange and other partners to deliver programmatic audio advertising in France and the Netherlands. […]

FORT LAUDERDALE — It may seem confusing to viewers in other parts of the world, but TV Everywhere is America’s system for ensuring cable TV subscribers can access their bundles on internet devices. Problem is, not too many consumers know that. Adobe, whose Primetime powers the authentication back-end that enables TV Everywhere, recognizes the problem. That’s why Adobe […]

REDWOOD CITY, CA — 2015 was the year in which YuMe, one of the many vendors bringing technology to bear on video advertising efficiency, launched a demand-side platform (DSP), software for helping advertisers and agencies plan automated, programmatic video ad buying. So what exactly does the so-called YuMe For Advertisers (YFA) do? Product SVP Venkat Krishnan […]

FORT LAUDERDALE — In November, video ad tech vendor TubeMogul unveiled software to let marketers plan their video and TV ad campaigns. In future, it aims to give users more control over the tool. The tool “will ultimately be self-service”, the company’s TV strategy senior director Oscar Rondon tells this Beet.TV panel discussion. “If you […]

FORT LAUDERDALE — Until now, effectively measuring digitally-bought video and TV ads has to discover true effectiveness has been a bit of a problem – but that’s set to change, according to US TV channel operator A+E Networks‘ digital analytics VP Lee Boykoff. “There was a mature measurement system in place for TV. As we moved into mobile […]

LONDON — Smart TV sales revenue in Europe jumped 10.2% last year, according to GFU Connections for those TVs have historically been patchy, but now the market looks like picking up. “OTT has been a little behind in Europe than it has in the U.S., primarily because the activation of consumers has been a little slower,” according […]

LONDON — European satellite operator, channel owner and telco Sky is celebrating two years of growth in its pioneering addressable TV advertising platform, AdSmart. Deputy MD Jamie West tells Beet.TV the service, which allows advertisers to target individual household set-top boxes using more than 532 attributes held by Sky about its customers, has clocked up 700 advertisers, 4,000 […]

FORT LAUDERDALE — New York cable TV company Cablevision‘s Total Audience has been making waves for allowing ad deals to benefit from super precision. But getting there hasn’t been a walk in the park. “Once the sales reps see incremental sales revenue … they become converts. But bringing the horse to water required a lot of time […]

LONDON — Leading UK satcaster, telco and channel operator Sky has used FreeWheel for the last few years, to manage its digital video ad inventory. Now it will deploy the company’s platforms more widely, as it begins to consolidate its operations across Europe. The former BSkyB of the UK completed a £7bn merger with its sister companies in […]

FORT LAUDERDALE — Fragmented content consumption has given rise to platforms that help advertisers and buyers aiming to put measurement back together. The only problem? They’re fragmented, too! Does any of this matter? Some marketers are becoming excited about the prospect of unifying ad measurements in to a single, holistic metric. But is that feasible? An entertaining panel convened at […]

It’s been a big year for brand marketers. With a reported $25 billion set to change hands as agency accounts came up for renewal, this year was both a threat and an opportunity. In truth, so-called “Pitchapalooza” has been about more than just beauty contests for contract renewal – it’s also about establishing which agencies have digital chops […]

LONDON — One theory holds that super-targeted and automated online ads can most benefit companies that sell products, because campaign outcomes can be tracked all the way through to purchase. But that doesn’t have to mean mere product manufacturers – which, traditionally, rely on someone else to sell their stuff – have to be left out, says Candice Odhams, EMEA […]

LONDON — We are working in an age where technology seems to make everything possible – from uncovering the ad views that never happened, to producing the ultimate, all-encompassing metric for advertising experienced across screen types. But is the industry too busy debating the potential, complex future measurement systems to notice that they are already here? “I […]

LONDON — The organization charged with measuring UK TV viewing for channels’ advertisers, Broadcasters’ Audience Research Board (BARB), used to be critized for its traditionalist approach to the task – a 5,1oo-household panel method supposed to represent country-wide viewing in a multi-media age. But BARB is reinventing itself. The organisation already measures consumers’ digital viewing of core broadcasters’ shows, […]

LONDON — Respected UK public broadcaster Channel 4 may be a public broadcaster – but, unlike the BBC, it still has to raise its own funds commercially. So, the company is hoping its coming-soon PVX programmatic video trading platform will give it a foundation to reap more of the money coming in to programmatic. Announced in November […]

FORT LAUDERDALE — It’s one of the major ad tech vendors promising to define the emerging video advertising space. But what is going on at Videology lately? The way North America MD Tim Castree describes, Videology is a little bit like geology… “Sand — How we can use our Nielsen and Rentrak data to score television […]